Black Caucus Launches Effort to Boost Voting Among Black, Rural and Young Voters in Midterms

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.

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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.

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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.

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