WASHINGTON (AP) — A nonprofit run by Black federal lawmakers launched a multimillion-dollar effort Tuesday to engage lower-propensity voters in key districts in the midterm elections, following years of dissatisfaction over traditional efforts to reach such voters.
The Congressional Black Caucus Institute’s “SO VOTE” campaign will seek to register and mobilize young voters, as well as voters in majority-Black and rural communities, across the South,
Midwest and West. The campaign involves partnerships with dozens of local organizations, the institute said, with in-person and online outreach to voters often sidestepped by major political campaigns.
“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,” said Marcia Fudge, a former Democratic congresswoman from Ohio who served as the secretary of Housing and Urban Development during the Biden administration.
“So we finally decided to take it upon ourselves to do something that we didn't think anybody else in the industry was doing,” said Fudge, who is spearheading the new effort alongside former Black Caucus colleagues.
Voter engagement efforts will cover outreach across Georgia and Mississippi, as well as target voters in 16 congressional districts that are likely to determine control of the House.
Instead of traditional television advertising, the campaign will convene local civic groups and houses of worship, as well as fraternities and sororities. The effort will also use some now-widespread techniques in political campaigns, such as geotargeting online ads and partnerships with local content creators for audiences who mainly receive their news online.
While the voter engagement efforts are officially nonpartisan, the Black Caucus' targeted races are in many regions where Black voter turnout could prove key to whether a Democratic candidate prevails in closely divided House districts. Cedric Richmond, a former Louisiana Democratic congressman who served as a senior adviser to President Joe Biden, said the effort would focus on repeatedly engaging voters in rural communities who feel alienated from Democratic campaigns.
“If you’re not happy with the way things are going, then voting is part of the solution, but it takes constant communication,” Richmond said.
The Black Caucus' institute has raised about $1 million for the campaign, primarily from individual donors, and plans to spend at least $4.5 million in the midterm election cycle.
The new outreach effort follows years of disappointment and frustration among some in the Black Caucus at the broader Democratic Party's efforts to court Black, rural and younger voters.
Rep. Jim Clyburn, an influential South Carolina Democrat who decried the lackluster voter turnout in the 2024 election, said the campaign "allows us to put to practice that which we have been proposing, and we have never had the resources to do it. But this year we do.”
The effort is also a response to Republican-led redistricting efforts in multiple states, said Rep. Bennie Thompson, a Mississippi Democrat.
“These Southern states are trying to minimize Black political participation and ultimately Black political strength," he said. “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.”
