Developing a Motivating Message

Mobilizing “Hard-to-Count” Populations to Fill Out the Census

Data from the US Census is used to direct more than $400 billion in federal funding to local communities. However, communities where those resources are needed most have been chronically under-represented in the Census count. Since the Census takes place just once every 10 years, this lack of participation can have a dramatic and long-term impact.

The Ford Foundation sought to increase participation in the 2010 Census among the most “hard-to-count” populations—African-American men and Hispanic immigrants. Messages being used by the Census Bureau did not seem to address deep-seated fear and cynicism that kept many people in these communities from filling out the Census form.

We worked closely with Ford grantees in these communities to understand the challenge and get their ideas about how to motivate people to participate in the Census. We sought to craft a word-of-mouth message that organizers could use in their daily work—and that people would repeat in daily conversation to help spread the word.

Using an aspirational communication approach designed to develop motivating messages, we conducted a series of focus groups in both English and Spanish. Participants in the groups didn’t just tell us what they thought about the issue—they participated in role plays, tried to convince each other to fill out the form, and discussed the words, images and metaphors that would resonate best in their social circles.

Further language testing with members of these communities helped determine which messages would be believed, retained and repeated. These messages were presented in a bilingual Message Manual with tips for delivering the message in local communities.

Training was provided to more than 200 organizers at more than 20 organizations, who had a powerful set of communications tools. They worked to increase Census participation in dozens of communities across the country.

When the Census was completed, the US Census Bureau reported an increase in response rates among immigrants and low-income communities.

Services

• Message research and development
• Message Manual
• Communications training

“The 2010 Census was a once-in-a-decade opportunity to make an impact on the well-being of communities that have long been under-represented. Our grantees enhanced their voice by using a well-researched message that spoke directly to the people they serve.” – Alfred Ironside, Director of Communications, Ford Foundation

“Fear and cynicism kept a lot of people from participating in the Census. The message helped community organizers overcome those formidable obstacles.” – Sean Darling-Hammond, research team