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Audience

General Target Audience

Already registered
Overloaded on and intimidated by voting and election information
Lacking time, info, resources

Chronic stressors such as time-deficit, unemployment, income

Need logistical help getting to the polls
Need clarifying and less-confusing information on voting process

Focus Group

Low-income individuals and families with regular contact to meal centers or community pantries and their staff.
Majority of clients do not have personal transport, use Cap Metro or car-share.
Campers excluded by lack of permanent address.

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Problem

Registration is accessible, noncommittal, bipartisan, and perceptually apolitical. Voting is not.

Access to polls is difficult, and available time is limited or nonexistent.�
Material and financial chronic stressors for the clients: low- to no-income, inflexible employment, health, lacking access to transportation, family commitments. �
Convoluted information from campaigns and governments create an impression of difficulty and inaccessibility, contributing to general exhaustion. �
Voting times and locations vary on an election-to-election basis, and clients may need multiple choices for closest polling locations without having to actively filter multiple options.

Overarching perception tends to be "It's too hard, confusing, and time-consuming".

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Data Collection,

Opt-in

SMS Cases

Vote�Confirmation

Response,�Social Share

Confirm registration status
Language preference
Internet access?
Additional home or work addresses�

Election dates & times
Specific polling locations, proximity to
Public transportation & rideshare options
Childcare resources, scheduling options�

“Respond ‘I voted’ to end notifications for this election cycle”

“I voted!” sticker graphic, “help us to improve our service” survey link
Survey page includes “share” social prompt

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Personas

Melanie

35-y/o mother, 6 children ages 6 to 19 y/o
Husband left job after workplace injury, three months
Volunteers at children’s schools, but no additional time
Intermittent car access, often uses Cap Metro

Raymond

70-y/o grandfather, wheelchair-bound
Patriarch of family with 4 adult children and 15 grandchildren
Unemployed for 20 years
No adult family members are voters; however, given opportunity, all registered
No car, moves between children’s households

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Messaging Example: Melanie

Oct. 11

Melanie calls

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Messaging Example: Raymond

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Data Collection, After

Assume “I voted!” messages as successful outcome.
Associate successful outcome with:

Language, Age, Internet access, Social share from survey
Frequency of communication
Specific inquiry — transport and/or childcare

Associate with working status and number of children
Associate with housing permanency

Link case groups to day/week-of-voting; assume time of “I voted” message indicates having voted within previous week.

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Scaling. What’s next?

Continue with control over Congressional and down-ballot elections; compare engagement stats
ID similar community centers and captive audiences, pitch

Interview non-control signups to source organic referrals

Revise face-to-face onboarding model for non-captive audiences

Example: tabling at grocery stores

Integrate with existing programs: Text2Register

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