Engaging the Unengaged: Strategic Voter Mobilization in NY-03 Special Election
In the wake of the 2022 special election in New York's 3rd Congressional District, Get Out the Vote PAC implemented a strategic voter mobilization campaign to support Tom Souzzi. Based on years of research, the approach targeted voters who typically participate only in presidential elections, aiming to increase their engagement in this crucial special election. This paper outlines the strategies used, the outcomes achieved, and proposes their application to similar Congressional campaigns.
Background: George Santos’s ousting triggered a special election Tom Souzzi, a candidate vying for the seat, sought innovative voter engagement strategies to ensure a win. Our team at Get Out the Vote PAC focused on mobilizing a specific subset of voters who typically only participate in presidential elections and tend to skip midterms and other special elections.
Methodology: GOTV conducted an analysis to identify over 12,000 voters who had only participated in presidential elections. Our multi-faceted approach first aimed to identify this significant but underutilized voting bloc and then motivate these voters through a series of targeted communications:
Text Messaging Campaign: Personalized texts were sent to remind voters of the special election and the importance of their participation.
Email Outreach: A series of compelling emails highlighted Tom Souzzi's platform and the significance of voting in this special election.
Phone Banking: Our dedicated phone banking team conducted outreach calls to ensure voters were aware of the election date and encouraged them to vote.
Results: Our efforts significantly surpassed expectations. The goal was to activate 5% of the identified voters; we achieved a 10% turnout rate. This case demonstrates the efficacy of targeted voter engagement strategies. By identifying and mobilizing a specific subset of voters and using cost-effective outreach methods, we exceeded turnout expectations.
Cost Efficiency: The cost per vote for our initiative was $9, a stark contrast to the $165 per vote spent by Tom Souzzi’s campaign on voters they could count on.
Application for Similar Campaigns: Based on our success in NY-03, we propose a similar approach for other competitive House races. By employing the following strategies, we can enhance voter turnout and support across various districts:
Voter Identification: Utilize voter data to pinpoint those who are less likely to participate in non-presidential elections. This includes identifying new voters, infrequent voters, and those in key demographics that align with the campaign's goals.
Targeted Outreach: Implement a series of text messages, emails, and phone banking to engage these voters. Tailoring the message to address local issues and the specific concerns of the targeted voter segments can significantly increase engagement and turnout.
Cost Management: Leverage our efficient methods to ensure a lower cost per vote, maximizing campaign resources. Our experience shows that focused, data-driven outreach is far more cost-effective than traditional broad-based approaches.
Adaptable Strategy: Each campaign has unique challenges and opportunities. Our adaptable strategy allows us to customize our approach to fit the specific needs of any campaign, ensuring maximum impact.
