What was at Stake: While our program was non-partisan and we never spoke about candidates, at stake this election were two council seats and a Mayoral election which, depending on the outcome would set a new direction for immigration policy in the region. These races had incredibly close margins, being decided by hundreds of votes or less. Thus, voter turnout was critical to ensure that low income immigrant communities voices were heard.
Voter Engagement: Targeting Latino Voters in West Chula Vista, our focus was on lower propensity voters living West of the 805 Freeway to increase Latino voter turnout. We identified voters priority neighborhood issues, connecting their issues to the election.
Over a 4-week program, we knocked on the doors of nearly 3,800 Latino households and collected almost 1,700 pledges to vote, 1,000 of which included a new phone number and email. In the final 2 days before the election, we focused on precincts in West Chula Vista that make up 70% of the Latino population. Through 100 volunteer shifts, we spoke with nearly 3,000 voters and received commitments from nearly 500 additional voters to vote.
New Media: We combined the emails collected through our field program with voter records, to match 9000 of West Side Latino voters to Facebook and Twitter accounts. This enabled us to contact over 15,000 online voters with a push to vote.
Coalition Building: We partnered with the PICO affiliate SDOP to turn out volunteers to weekend mobilizations.
Outcomes: On election night we saw higher turnout in our core program focus precincts, an impact that had a huge result as the final vote counts had to be counted and recounted because they were so close. One poll worker said they have never seen so many people turn out to their precinct.