As the United States celebrates Black History Month, it serves as a reminder of the significant contributions and ongoing struggles of the Black community, particularly within the sphere of politics. Historically, Black voters have played a pivotal role in shaping policies, influencing elections, and championing social justice causes. With the 2024 elections rapidly approaching, politicians will need to invest earlier than ever to mobilize this population of voters. Although Black voters in the US have traditionally leaned heavily Democratic, their political identity is not monolithic. Campaigns must acknowledge and adapt to this nuanced reality to engage and persuade this diverse demographic. 

Projections from the Pew Research Center indicate that Black Americans are expected to comprise 14.0% of eligible voters in the upcoming November elections, approximately 34.4 million, reflecting a 7% increase from 2020. The impact of this growing population cannot be overstated. In order to get their issue across the finish line, campaigns must devote resources toward listening to, learning from, and reaching the diverse communities they wish to serve. It’s critical, however, to recognize that while there’s a rise in eligible voter numbers, this doesn’t necessarily translate to increased turnout for the Democratic party. During the previous presidential election, 92% of single-race Black, non-Hispanic voters cast their ballots for Democrat Joe Biden, but projections suggesting a potential shift in these numbers could spell trouble for Democrats in key swing states, which is why effective persuasion is just as crucial as GOTV.

At DSPolitical, we’ve witnessed the power of mobilizing marginalized voters countless times. In races such as the Georgia Senate Runoff Elections, we successfully engaged historically overlooked Black Georgians, helping overcome their hesitancy to turn out.  Leveraging ad targeting technology, we reached the core audience with inclusive messaging, contributing to a remarkable turnout rate of 41.9%—a significant feat for a runoff election. We believe it is essential for campaigns to prioritize the inclusion and empowerment of Black voters, ensuring their voices and contributions are acknowledged, valued, and respected.

DSPolitical enables campaigns to connect with their precise audience online. We are honored to have helped 170 Black candidates, including 21 U.S. House Representatives, win their election during the 2022 midterm elections. Our commitment extends beyond victories; we take pride in collaborating with clients dedicated to increasing Black voter engagement. When working to mobilize underserved communities in Los Angeles County and spread voting information in multiple languages across the county, we conducted an online randomized controlled test to assess program impact. We saw substantial gains across several demographics, particularly with Black voters. Testing showed our program increased self-reported likelihood to vote by 6.8 percentage points among Black residents, demonstrating the impact of specialized targeting. 

As we all prepare for the upcoming 2024 elections, it’s evident that engaging and mobilizing Black voters is essential for shaping the future of American politics. With projections indicating a growing and diverse presence of Black voters in the upcoming elections, campaigns must prioritize inclusive and tailored outreach efforts to engage Black voters effectively and persuasively.