Case Studies

Grassroots Targeting helped form the new electorate in 2024 by having a pulse on voter opinion, ideology and drivers. President Trump’s historic win was fueled by data-driven strategies.

Donald J. Trump for President 2024 successfully targeted women aged 18-44 in the “Blue Wall” states of Michigan, Pennsylvania & Wisconsin who were not committed to voting for a candidate and thought Kamala Harris would better represent them on abortion, but preferred President Trump’s position when informed.

In 2024, Republicans started with an enormous historical disadvantage with pre-election day voting.Grassroots Targeting developed a targeted “prospect” list with the messages that would persuade our voters to vote by mail. The modeled targets produced over 52K new Republican early votes and added 240K new Republicans to the permanent VBM list.

The Nevada field program empowered independents to elect Governor Lombardo, the first candidate in over 40 years to unseat a NV Governor incumbent. The field program led 775,199 door-to-door communications; low-propensity Republicans voted at a 122% advantage over the Democrats and the true middle (No Political Party) turned out at 72%.

In the beginning 2022, we worked with the Ron Johnson campaign on their mini campaigns. The purpose was to push as many voters as possible from the persuasion universes to the Johnson/GOTV universes. We built dozens of universes that were message specific for mail, digital, P2P texting, door to door to maximize these mini campaigns. They were able to move 44% of the persuasion universes to the GOTV universes by August.

Colorado ballot initiative Proposition 112 would have effectively killed the oil and natural gas industry in the state. GT conducted a modeling project with the objective of finding the persuadable voters. The initial ballot was pro Prop 112: 51% support/ 37% oppose (-14). GT’s audiences targeted persuadable/ soft support voters who were pro-fracking. This resulted in a winning campaign with the failure of Proposition 112: 55.12% ‘no’ to 44.88% ‘yes’ (+10).

Ballot Measure 4 sought to effectively eliminate property taxes for the state; leaving a $3.15B deficit – majorly increasing taxes elsewhere. GT conducted a modeling project and found the messages that moved voters towards opposing Ballot Measure 4. The voters’ most persuadable message moved them an average of +18% towards opposing Ballot Measure 4. The KIL Coalition used these messages to target voters – resulting in a 26.92% win - 63.46% oppose to 36.54% support.