Courage Voter Guide
Challenge
To develop and launch the first comprehensive statewide, down-ballot progressive voter guide in California, providing in-depth guidance from a progressive perspective to empower voters, influence elected officials, and strengthen the progressive movement.
Role
Voter Guide Research, Writing, and Engagement Manager as a member of Courage California
Project Focus
Voter Education
Voter Engagement
Activities
Brand strategy
Evaluation design
Editorial and content strategy
Voter engagement strategy
Fundraising strategy
Deliverables
Brand Guidelienes
Design Templates
Evaluation Framework
Voter Guide Content
Content Calendar
Training Program
Fundraising Decks
Social Media Graphics
Before 2020, California lacked a voter guide that offered detailed, progressive insights into down-ballot races. Recognizing the need for such a resource, Courage California aimed to fill this gap by launching the Courage Voter Guide. This initiative sought to equip voters with easily accessible, quality information about candidates' track records, policy positions, and endorsements from trusted progressive sources.
The primary challenge was creating a guide that would serve as a reliable resource for progressive voters statewide, covering an extensive range of races and providing actionable recommendations. The guide needed to be accessible, user-friendly, and capable of reaching a broad audience, including younger voters and those typically underrepresented in the democratic process.
The project involved several key steps:
Comprehensive Research: Gathering and synthesizing information on candidates across 435 races, including federal, state, county, and selected local elections.
Content Development: Creating clear, concise summaries of candidates' backgrounds, policy stances, and endorsements, focusing on highlighting progressive choices.
Multi-Format Accessibility: Ensuring the guide was available in various formats and accessible across all devices, with a particular focus on mobile accessibility to cater to the majority of users.
SEO Optimization: Implementing search engine optimization strategies to ensure high visibility for the guide, making it a top organic search result for down-ballot races.
User Engagement: Utilizing social media and digital marketing to reach and engage potential users, especially targeting younger demographics and those traditionally left out of the democratic decision-making process.
The Courage Voter Guide achieved remarkable success in its first year:
Widespread Reach: Consulted by one in every 29 voters in California, reaching more than 500 million users.
High Engagement: An average of 15,000+ daily active users during the election season, indicating strong engagement and reliance on the guide for voting decisions.
Targeted Audience Impact: Nearly one in two users were under 35, demonstrating the guide's appeal to younger voters. Additionally, 71% accessed the guide on mobile devices on election day, underscoring the effectiveness of the mobile-first approach.
Exceptional SEO Performance: The guide became the top organic search result for nearly all included races, ensuring visibility and accessibility for those seeking information.
Significant ROI: Achieved an ROI of 4,300+ users for every $1 spent, showcasing the efficiency and impact of the marketing and outreach strategies employed.
Impact
Filled an Information Gap: Before the guide's launch, there was a notable absence of comprehensive, progressive-focused voter resources in California, particularly for down-ballot races. The 2020 Courage Voter Guide provided voters with in-depth guidance on candidates and issues reflecting progressive values and priorities.
Empowered Underrepresented Voters: Recognizing that many potential voters, especially younger individuals and those from marginalized communities, often feel disconnected from the political process, Courage California aimed to engage these groups. The 2020 Courage Voter Guide provided accessible, mobile-friendly information that bridges the gap between these communities and the democratic decision-making process.
Influenced Down-Ballot Races: Down-ballot races often have significant impacts on local and state policies but receive less attention than top-ticket elections. By focusing on these races, The Courage Voter Guide influenced policy outcomes at all levels of government, aligning with progressive values and goals.
Enhanced Democratic Participation: Encouraging informed voting is fundamental to a healthy democracy. By offering clear, concise information on candidates, including their track records, policy positions, and endorsements, The Courage Voter Guide clarified the voting process and enhanced overall voter turnout and engagement.
Supported Progressive Candidates and Policies: By highlighting progressive candidates and providing recommendations, the Courage Voter Guide supported the election of officials more likely to advocate for equitable and representative governance. This support promoted policies including social justice, environmental sustainability, and economic equity.
Built a Progressive Movement: The Courage Voter Guide engaged partners to build and strengthen the progressive movement in California. By providing a resource that aligns voters, elected officials, and the movement itself, the Courage Voter Guide fostered a more cohesive and effective push for systemic change.
Results
The launch of the Courage Voter Guide by Courage California in 2020 represented a groundbreaking step towards redefining progressive engagement and voter education in the state. By identifying and filling a critical information gap, the initiative not only empowered voters with comprehensive insights into down-ballot races but also significantly contributed to the democratization of the electoral process. The success of the Voter Guide, as evidenced by its extensive reach, high engagement rates, and impressive SEO performance, underscores the potential of targeted, value-driven resources to mobilize and inform a diverse electorate.
In 2020, the Courage Voter Guide set a new standard for how organizations can support informed voting and foster a more engaged, informed, and representative electorate. Courage California's initiative served as a model for other states and organizations looking to enhance democratic engagement and advocate for progressive values through informed voting. As we look to future elections, the lessons learned and successes achieved by the Courage Voter Guide offer valuable insights into the power of accessible, comprehensive, and strategically deployed voter education resources.
Schedule a Conversation
If you're interested in exploring how we can work together, I'd love to hear from you. Feel free to reach out using the form below or drop me a line directly at deepthiw@gmail.com to schedule a chat.