the 2010 census: effective messaging and promotion
DESCRIPTION
There are many challenges to achieving an accurate census count in 2010. Educating yourselves about the barriers to participation and motivators to respond will help your organization use effective communication strategies and messages in the upcoming months.TRANSCRIPT
The 2010 Census: Effective Messaging &Promotion Strategies
December 3, 2009
Terri Ann LowenthalFunders Census Initiative
WHO IS MISSED IN THE CENSUS?
People of color Low income populations/renters Highly mobile people Immigrants and people with limited English proficiency
People living in complex households Adults without a high school diploma Young children Unemployed people
CHALLENGES TO ACHIEVINGAN ACCURATE COUNT
Increased population diversity and growth of immigrant population
Anti-immigrant sentiment; call for Latino boycott
Post-9/11 and “Internet age” concerns about data confidentiality
Changes to 2010 census plan late in the process
Lack of complete testing of key systems and operations
Displacement and disengagement related to economic downturn and foreclosure crisis
OVERVIEW OF 2010 CENSUS TIMELINE
Fall 2009: Local Census Offices open; recruitment begins
January 2010: Paid media campaign
kicks off
Feb. - March: Update/Leave operation
March - April: Mail-out/Mail-back
phase
April: Group Quarters enumeration(e.g. college dorms; military barracks; prisons)
May - July: Nonresponse Follow-Up phase (door to door visits to unresponsive households)
July - August: Coverage Follow-Up & Coverage Improvement operations
December 31, 2010: First population numbers reported
OVERVIEW OF 2010 CENSUS TIMELINE (con’t.)
2010 CENSUSCOMMUNICATIONS CAMPAIGN
Education phase (now) Awareness phase (Jan. - March 2010)
General campaign Five targeted campaigns
Motivational phase (March - July 2010)
Mail back your census form (March - April)
Cooperate with census takers (May - July)
EFFECTIVE MESSAGING
Understanding and distinguishingbarriers to participation and
motivators to respondis key to successful census outreach
and promotion campaigns.
EFFECTIVE MESSAGING
Sources of information:
U.S. Census Bureau (http://2010.census.gov/partners/research/)
Hattaway Communications research for the Ford Foundation
(recorded Webinar to be available soon) (http://funderscommittee.org/funderscensusinitiative)
EFFECTIVE MESSAGING:Cultural Factors
Black Population:
Knowledgeable about census and its
uses Skeptical that participation and an accurate count will benefit them and their communities
Most important potential benefits relate to community development: Health care (e.g. hospitals); education & schools; public transportation
EFFECTIVE MESSAGING:Cultural Factors
Latino Population:
Low familiarity with census and
its uses
Skeptical about benefits tied to
census data
Concerned about misuse of their
responses
Pride in community
Interested in building a better
community
EFFECTIVE MESSAGING:Cultural Factors
Asian Population:
Believe participation is a civic duty & responsibility
Mildly skeptical about benefits of
participating
Skepticism possibly based on misconceptions about how data are used
EFFECTIVE MESSAGING:Cultural Factors
American Indian Population:
Pride in community and self-identity are important factors
Do not view census as a civic duty
Skeptical that they will see benefits of participation in their communities
EFFECTIVE MESSAGING:Cultural Factors
Non-Hispanic White:
Generally, high awareness of the census
Primary reason for not participating is lack of time
MESSAGING STRATEGIES Emphasize inclusiveness of census (and in-language outreach) to multicultural audiences
Highlight 10 minutes, 10 questions (e.g. the census is quick and easy)
Demystify the census process Show sample census form Discuss process & timing of questionnaire delivery and door-to-door visits
Demystify how census responses are used Show sample census data table
MESSAGING STRATEGIES (con’t.) Focus on tangible and visible benefits of an accurate census, instead of large dollar figures. (People are skeptical about vague promises of federal benefits and might wonder where the money comes from or when they will see it.)
Point to a recreation center or new subway route in your community, built with federal dollars allocated using census data, instead of emphasizing that $400 billion a year in federal program funds are allocated based on census numbers.
Point to private sector investment in your community, such as new retail stores, supermarkets, and businesses. Mention that businesses rely on census data to make decisions about where to locate and to provide goods and services.
MESSAGING STRATEGIES (con’t.)
For people of color, emphasize diversity of population and inclusiveness of census, rather than singling out benefits for each group.
For immigrants, tell them directly (and show them) that the census form doesn’t ask about immigration status, instead of dwelling on vague promise of confidentiality.
MESSAGING STRATEGIES (con’t.) Use the word “count” both to refer to the census process (a count of our community) and to appeal to people’s pride (our community counts!).
Overall, rely on trusted voices to convey messages: teachers & principals; pastors; small business owners; community advocates who work with ex-offenders.
MESSAGING STRATEGIES (con’t.)
Consistent messages are crucial. Keep messages simple. For example: Be smart. Be counted. or Se inteligente. Déjate contar.
Repeat messages often.
Appeal to values. (For example, “Filling out the census helps our community fight for its fair share of government money.”)
Issue a compelling call to action.
MESSAGING BARRIERS Mood of country in a recession: Hope and optimism following Obama’s election have given way to uncertainty and skepticism about government’s ability to help people, families and communities in distress.
Solution: Don’t exaggerate benefits of an accurate census or over-promise results.
Solution: Appeal to sense of hope. Point to Obama’s election as example of how taking one step (voting) led to change (first Black president); remind them that concrete improvement in their lives is a slow process that requires continued action (such as participating in the census). “It’s time to take another step forward!”
MESSAGING BARRIERS (con’t.) Fear of misuse of data in a post-9/11 world: People are afraid that their individual responses will be shared with law enforcement, immigration authorities, landlords, and courts.
Solution: Tell people that the Census Bureau does not share their personal information with the police, child support enforcement, landlords or housing authorities, telemarketers, or any other government agency, such as I.C.E. or the IRS.
Solution: Tell people the Census Bureau doesn’t report your age, just the average age of people in your community. Show people a sample table of census data (available at www.census.gov).
STAY INFORMED! Nonprofit Voter Engagement Network “Nonprofits Count!” (www.nonprofitscount.org)
Free Census News Briefs (e-mail [email protected])
The Census Project (www.thecensusproject.org)
Leadership Conference on Civil Rights
Education Fund (It’s Time. Make
Yourself Count! campaign) (www.civilrights.org/census/)
U.S. Census Bureau (http://2010.census.gov/2010census/)
Regional Census Offices (
www.census.gov/field/www/)
Brookings Institution (www.brookings.edu/metro.aspx)
HOW NONPROFITS CAN PUT CENSUS MESSAGING TO WORK
Three effective tactics:
• Existing communications• Inservice contacts• Community events
Existing Communications
• Newsletter, website, e-newsletter, blog, Facebook, Twitter, etc.
Example: The 2010 Census is coming, and it will help determine the level of resources our community gets. The Census form has ten questions and will take about ten minutes to fill out. Your answers are 100% confidential. We are counting on YOU to fill out your census form so we can continue to fight for our fair share of resources and to ensure that all Minnesotans have access to affordable heat each winter. If you have questions or concerns about filling out your Census form, please contact us at XXX-XXXX or go to the Census website: www.2010census.gov.
Inservice and In-person Contacts
• In lobby Poster, materials, flyers
• At intake or point of service Reminder that the Census is coming
• Community events Census-specific OR
existing events
OTHER STRATEGIES FOR NONPROFITS TO MAKE THE CENSUS SUCCESSFUL FOR THEIR COMMUNITY
Partner with the Census Bureau• Partnering is simple
• Access to Census promotional materials
• Nonprofits are key partners for the Census Bureau
• Find your Regional Census Office at
www.NonProfitsCount.org
Promote Questionnaire Assistance Centers and Be Counted CentersQACs: Census enumerator on site to assist filling out the form; completed forms can be submitted
BCCs: Census form available if someone lost or didn’t receive their form; language assistance guides are available; completed forms can be submitted
Nonprofits can promote QACs and BCCs by:
• Hosting a QAC or BCC• Referring clients to QACs and BCCs
• locations will be available at www.2010census.gov
Participate in Community Census Efforts
• Census coalitions or roundtables
• Complete Count Committees at the state, county, or municipal level
RESOURCES AVAILABLE THROUGH NONPROFITS COUNT!
• Census Toolkit for Nonprofits
• Posters for agency lobbies
• Clickable 50-state map
www.NonProfitsCount.org
