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

A graphic showing a blue outline of the state of Arkansas and a hand holding a smartphone with the word 'RALLY' on the screen, alongside a document with checkboxes and a pen. The text promotes healthcare and social influence.

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

Image showing a voter information sheet titled 'Mobilizer Mission: Get Out the Vote!' with instructions to confirm polling location at McLeod Elementary School, 1616 Sandlewood Place, Jackson, MS 39211. The sheet includes a poll timing question with options for morning, early afternoon, late afternoon, and evening voting times. There are handwritten notes about making calls, encouraging friends and family, and using rally questions to motivate voters.

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

Comparison of two investment options, Gawadac and Retirement, with Gawadac at $38 and Retirement at $28.

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

Learning: Compensated relational reached targeted low-propensity voters at a 26% cheaper cost per voter than paid canvass.