Voter Formation Project fills a significant gap as the sole digital-only, Black-led organization to focus on year-round, ongoing pro-civic engagement messaging to communities of color.
This sustained messaging is key to bringing new voters of color into the electorate and works to push back on the disinformation campaigns that are often targeted at these communities.
Lack of long-term, multi-year digital civic engagement campaigns
Need for different strategies to reach people who have been left out of the civic engagement and voting process
Online disinformation which specifically targets people of color
Our strategy centers on placing pro-democracy, pro-civic engagement messaging on social media and other online platforms to shift attitudes well before asking people to register and vote.
Shifting the narrative through sustained digital presence of pro-democracy, pro-civic engagement messages
Reaching and engaging with Black and Brown communities through specific targeting
Creating engaging, culturally relevant creative content tailored for specific audiences
Rigorously researching, testing, and refining our work
Drawing on commercial marketing best practices – aka “full-funnel marketing” – Voter Formation Project runs three phases of culturally relevant digital ads to identify potential voters of color online and then encourage them along the pathway to vote:
Long-term pro-democracy, pro-civic engagement messaging
Voter mobilization (GOTV or “get out the vote”)
Reaching and motivating our audience to get registered and out to vote will require consistent messaging throughout the year, so in 2023, 2024, and beyond — our plan is to do just that.
All of our work in 2023 will be specifically preparing us to have the greatest impact possible in the 2024 elections.