The need for a fair and accurate 2020 Census count is easily explained through data: Census data are critical to the distribution of more than $1.5 trillion in federal funding; they can shift the distribution of electors your state has in the electoral college; and they will affect the ratio of federal-to-local dollars your state has, impacting the flexibility of your state’s budget — however this isn’t what resonates with most people. Our communications outreach strategy cannot rely on data alone to move people and communities to action.

Effective GOTC messaging will use education, emotional appeals, and reassurance to motivate people — especially those in communities that the census has historically missed ― to participate in the 2020 Census.