Case Study:
Mississippi 2023
PROGRAM GOALS
1) Run a compensated relational program that reaches more low-propensity voters than the margin in 2019.
2) Execute a head-to head test against paid canvassing to evaluate relative cost and efficacy in reaching targeted voters.
BY THE NUMBERS
PRESLEY AMBASSADORS HIRED: 1,729
CONTACTS MAPPED IN RALLY: 72,501
COST/RELATIONAL TOUCH: $1.93
CONTACTS MAPPED IN RALLY: 72,501
COST/UNIQUE MATCHED VOTER: $11
PARTICIPANTS
87% BLACK
88% BIPOC
VOTERS
82% BLACK
83% BIPOC
52% DID NOT VOTE IN 2019
52% DID NOT VOTE IN 2022
phase 1: recruitment
Target universe: Black voters with Dem support scores higher than 70, turnout scores lower than 60
Homophily effect: recruit the voters you want in your network
Phase 2: training
Virtual onboarding session: Included civic literacy training, education on the governor’s race, training on relational organizing
Participants joined Rally, our relational platform
phase 3: mobilization
Map 40 contacts in Rally and match themto voter file; make vote plans
Attend a Get Out the Vote Palooza
Optional: Attend an Election Day Bonus Palooza (1279 mobilizers attended!)
results: program reach
This program reached more low-propensity Black voters than the margin in 2019, contributing to the closest gubernatorial race in MS since 1999. Our network was 82% Black, and over 50% didn’t vote in 2019 or 2022.
A fun fact:
Brandon Presley flipped 3 counties that Dem candidate Jim Hood lost in 2019: Grenada, Forrest and Lowndes
Margin of victory across flipped counties: 1,982 votes
Our relational network across flipped counties: 2,434 voters
Learning: compensated relational continues to prove effective for reaching low-propensity voters and people of color.
results: relational vs. canvass
Relational program:
Cost per unique voter reached was $11
Cost per unique targeted voter reached was $28
Paid canvass:
Cost per unique targeted voter reached was $38