Part Two: Data Driven Voter Registration with Civitech
We use data to drive voter turnout - why are we not using data regularly to register more democrats?
As we navigate the complexities of our current political landscape, it's clear that the path forward requires a multifaceted approach prioritizing voter engagement, community building, and progressive values. To build a stronger democracy, we must engage voters and elect new Democratic leaders at all levels, ensuring our values are represented up and down the ballot. State houses are the front lines, enacting legislation that works for everyone, including protecting our right to vote.
By focusing on our "True Compass"
✅ running candidates in every district -> Sweet spot statehouses
✅ demystifying how to run for office
✅ building a robust media ecosystem
✅ sustainable year round connection with voters
✅ leadership development
… we can create a more inclusive and effective political strategy and reverse voter apathy. Together, we can forge a brighter path that includes all 92 Counties that make up Indiana and beyond. Now let’s get into it.
As many of my readers know, my professional journey started in the corporate sector. The complexities of the nonprofit sector and campaigning have many parallels in the business sector that we can no longer ignore. Take, for example, how we reach voters. If your organization or campaign does not have a data-driven digital operation with a clear design that embeds a way to measure results, so you can pivot when necessary—and you will need to—you are behind the eight ball with little chance of success.
In Part One: Data-Driven Voter Registration with Civitech, I discussed the importance of bringing the voter down the “funnel,” starting with data-driven voter registration—similar to what the marketing world calls the “customer journey.
“In the marketing world, we know that touching base with customers multiple times (7-12 times) and educating them about a product or service is crucial. Similarly, in grassroots organizing, repeated interactions with voters and educating them on the issues are vital to our success. By understanding the voter's journey and meeting them where they are, we can build trust, provide value, and ultimately bring more people into our Democratic universe.”The Results are in! Our data driven voter registration program exceeded Civitech national averages!!
The Results are in! Our data driven voter registration program exceeded Civitech’s national averages!!
Voter Registration: The First Point of Entry into the Funnel
The question we set out to examine during the 2024 election cycle was:
Are we getting voter registration right, especially in a voter-suppressed state like Indiana?
In the last election cycle, we collaborated with nine Indiana House candidates across the state to gain a deeper understanding of how to conduct data-driven voter registration programs.
GOAL:
✅ One: did the targeted potential unregistered democrat (PUD) register and
✅ Two: Did the newly registered voter take action and vote?
We now have data to answer both of these questions. Let's get into it.
Establish Goals set by previously successfully run Civitech Voter Registration Programs.
➡️ Register 20% of contacted potential unregistered Democrats in each district. (PUD)
➡️ Move 80% of newly registered voters to the polls in each district.
NOTES ON DATA: Identifying Potential Unregistered Democrats (PUDs)
Using Target Smart Movers data, unregistered opt-in college students and unregistered Public Information Records (PIR) to identify potential unregistered Democrats (PUDs) in nine Indiana House Districts. These districts were strategically selected not to single out other candidates but rather to provide a controlled environment for us to:
Track learnings.
Understand the return on investment.
Determine if a program like this warrants investment across our counties.
By focusing on these specific districts, we aimed to gather valuable insights and data-driven results that can inform future voter registration efforts.
The Process:
Two batches of mailings went out to the PUD, using a barcode on the outer envelope to track the journey of the mailing and ensure the packet was delivered. Once delivered, we then proceeded to move the PUD to the texting phase of the program. Each PUD received a brief introduction to the candidate running in their district and instructions on how to register to vote. The PUD had the option of using the QR code or mailing back the voter registration application and envelope provided.
The results of the program:
Recap our Goals:
➡️ Register 20% of contacted potential unregistered Democrats in each district. (PUD)
➡️ Move 80% of newly registered voters to the polls in each district.
Outcome:
✅ Register 34.% in Batch 1 & Register 32.9 % in Batch 2
✅ Moved 74.9% of newly registered voters to the polls from Batch One and moved 71.9% of new registered voters to the polls from Batch Two.
Despite a national trend of declining voter turnout, our program bucked the trend and outperformed Civitech's other voter registration programs nationwide, which averaged a 70% turnout. Although we aimed for an 80% turnout among newly registered voters, our consistent data-driven efforts across multiple fronts paid off, driving success even in a challenging environment.
Indiana House District 24 Outlier ~ Campaign Manager Raleigh Brown
As I stated earlier, for people to move down the funnel and take action, they need to be engaged 7-12 times in various ways. After the PUD received their mailing asking them to register to vote, Civitech followed up with four additional text reminders. Additionally, using the data dashboard, each candidate was able to incorporate additional “wrap-around” efforts to move the PUD down the funnel from registering to voting to the polls. I caught up with Josh Lowry’s campaign manager, Raleigh Brown, to gain insight into the additional efforts she spearheaded.
“The campaign utilized door-to-door outreach, creating physical maps to identify unregistered voters, and leaving informational cards with a QR code to facilitate registration” ~ Raleigh Brown .
Key Points:
The campaign created customized maps to identify and target unregistered voters in specific neighborhoods.
Volunteers used these maps to knock on doors and engage with potential voters.
Informational cards with QR codes were left at unregistered voters' residences to encourage registration.
The campaign also participated in a statewide postcard writing effort, targeting voters whose registrations were not up to date.
The campaign's efforts were likely more effective in areas with high population turnover and college-educated individuals.
Insights and Reflections:
Brown directly attributes the campaign's success to its targeted approach, particularly in areas with new residents who may not be familiar with local voting procedures.
It was clear to the team:
➡️ “the new members in the community were not familiar with HOW to register to vote in INDIANA”
➡️ “Residents of other counties who moved into the district were not aware they need to update their voter registration”
➡️ “The use of physical maps and door-to-door outreach allowed for more personalized engagement with potential voters.
Furthermore, Brown strongly believed that trust and media literacy were crucial in the success of the campaign. Some individuals may be hesitant to engage with online registration processes due to concerns about data security, and this hesitation can be mitigated by building trust and connecting in community with PUD.
Comparison to Other Voter Registration Efforts:
Brown compares their efforts to other voter registration drives, such as those conducted at farmer's markets and other community locations.
“All efforts are necessary, but it was clear that our targeted, data-driven approach was more effective than more general efforts.”
Takeaways and Recommendations:
Targeted, data-driven voter registration efforts can be highly effective, particularly in areas with high population turnover.
Door-to-door outreach and personalized engagement can be key components of a successful voter registration campaign - it builds trust.
Campaigns should consider the demographics and characteristics of their target area when designing their voter registration efforts.
Building trust and promoting media literacy can be crucial in encouraging individuals to participate in the voting process.
Conclusion:
House District 24 campaign's efforts demonstrate the value of a well-organized, targeted voter registration drive. By leveraging data and multiple personalized outreach, the campaign effectively engaged with potential voters and increased registration rates and turnout. The Republican party has consistently sought to undermine voter registration efforts and restrict access to the ballot. In contrast, this campaign's efforts exemplify the kind of grassroots, community-driven organizing that is essential to promoting democratic participation.
FACT:
The Voter File changes by 25% every four years!!!
~ Aug. 20, 2025
The Democratic Party Faces a Voter Registration Crisis
The party is bleeding support beyond the ballot box, a new analysis shows.
The Democratic Party is hemorrhaging voters long before they even go to the polls.