WASHINGTON (AP) — A nonprofit organization led by Black federal lawmakers initiated a multimillion-dollar campaign on Tuesday aimed at engaging lower-propensity voters in key districts for the upcoming midterm elections. This effort follows years of dissatisfaction with traditional outreach methods to these voters.
The Congressional Black Caucus Institute's "SO VOTE" campaign intends to register and mobilize young voters, as well as those in majority-Black and rural communities, across the South, Midwest, and West. The campaign will partner with numerous local organizations to conduct both in-person and online outreach to voters who are often overlooked by major political campaigns.
Marcia Fudge, a former Democratic congresswoman from Ohio and former secretary of Housing and Urban Development, stated, "For decades, as far as I can remember, there are those of us who have always complained about the fact that neither party spends the significant and requisite time with Black and brown and poor and rural communities." She emphasized that the initiative was taken to address this gap in engagement.
The voter engagement efforts will focus on outreach in Georgia and Mississippi, targeting voters in 16 congressional districts that may influence control of the House. Instead of relying on traditional television advertising, the campaign plans to engage local civic groups, houses of worship, and organizations such as fraternities and sororities. It will also employ modern political campaign techniques, including geotargeting online ads and collaborating with local content creators to reach audiences primarily consuming news online.
While the campaign is officially nonpartisan, it is strategically focused on races where Black voter turnout could be crucial for Democratic candidates in closely contested House districts. Cedric Richmond, a former Louisiana Democratic congressman and senior adviser to President Joe Biden, noted the importance of continuous engagement with rural voters who may feel disconnected from Democratic campaigns.
Richmond remarked, "If you're not happy with the way things are going, then voting is part of the solution, but it takes constant communication."
The Black Caucus Institute has raised approximately $1 million for the campaign, mainly from individual donors, and plans to allocate at least $4.5 million during the midterm election cycle. This outreach initiative comes in response to ongoing frustrations among some Black Caucus members regarding the Democratic Party's efforts to engage Black, rural, and younger voters.
Rep. Jim Clyburn, a prominent South Carolina Democrat, expressed that the campaign provides an opportunity to implement strategies that have previously lacked resources. He stated, "This year we do."
Additionally, Rep. Bennie Thompson, a Mississippi Democrat, highlighted that the campaign responds to Republican-led redistricting efforts aimed at diminishing Black political participation. He stated, "These Southern states are trying to minimize Black political participation and ultimately Black political strength. So what we have to do is take that low-propensity voter and elevate their participation so they become an additional voice to be reckoned with."