Dear MoveOn member,
A far-right evangelical organization just announced it will spend $62 million to register and turn out right-wing evangelical voters, all with one goal in mind: returning Donald Trump to the White House.1
Faith & Freedom, a right-wing extremist group run by a longtime Trump ally, will focus on registering conservative evangelical voters and then texting, calling, and knocking on their doors to turn them out during the November election.2
John, this election will be decided by three things: turnout, turnout, and turnout.
Will conservative evangelicals turn out in huge numbers and tip the election to Trump? Or will we mobilize a multiracial, working-class coalition to reelect Joe Biden and Kamala Harris? More could not be on the line.
For years, MoveOn has been refining an innovative, data-driven program to drive up turnout among key Democratic voters in battleground states. And now, we need your help to execute the plan—and to defeat MAGA's evangelical turnout machine.
To win in 2024, we've identified the specific voters, known as "surge voters," who can deliver a victory in the key states and districts across the country.
These voters started voting after 2016, either for the first time or more frequently, but don't vote consistently. We need them all to turn out, because when they do, they are very likely to vote for Democrats up and down the ballot.
Given this focus on a specific subset of voters, MoveOn's strategy is to develop a deep connection with these voters. This allows us to focus our efforts where we know we can have the most impact.
MoveOn's member-driven voter contact plan aims to reach individual voters three or more times before Election Day.
In the spring and summer, our outreach will be aimed at persuading surge voters that their vote matters and inspiring them to turn out by November. Then, in the fall, we will contact them again to ask them to triple their vote by getting three or more friends and family members to vote as well.
Our strategy of reaching out to voters three times is rooted in years of experience and rigorous testing. And central to our plan is combining canvassing, phone calls, and postcards.
Contacting voters by more than one communication method increases the overall impact.
MoveOn found this in our 2022 election program, where voters we were able to reach with a digital ad and a phone call were an estimated 2.1 percentage points more likely to vote than members of a random control group we didn't reach with an ad and a call.3
Our 2024 election plan builds off of 25 years of experience, including our 2022 election program, which increased voter turnout in our target states, resulting in 48,000 to 50,000 additional voters turning out to vote.4
MoveOn is backed by millions of members, powerful analytics, and seasoned political campaigners. Together, our outreach to voters in person, on phones, and across the internet will match the right messages to the right voters in the most important districts, to maximize our impact.
Thanks for all you do.
–Mohammad, Alexis, Amanda, Thad, and the rest of the team
Sources:
1. "Ralph Reed's army plans $62 million spending spree to boost evangelical turnout," Politico, March 11, 2024
https://act.moveon.org/go/188220?t=5&akid=377818%2E40999114%2Ezfby9W
2. Ibid.
3. "The Research Behind MoveOn's Member-Driven Election Strategy," MoveOn, January 31, 2024
https://act.moveon.org/go/188221?t=7&akid=377818%2E40999114%2Ezfby9W
4. Ibid.
Want to support MoveOn's work? The MAGA movement's book bans have forced teachers and librarians across the country to remove books from their shelves and censor what young people can learn. MoveOn is fighting back, including by filling a "Banned Bookmobile" with books that the far right has banned and driving it to key cities and towns to raise the visibility of book bans, hand out banned books for free, and bring people together to stop censorship. To keep up the fight against book bans and the MAGA politicians who support them, we need your help.
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