Not Sure What to Say? Messaging to Help Increase 2020 Census Responses in Your Community
As we’ve spoken with people during the last couple of months about census outreach, one theme has become clear: many people still have hesitations about completing their 2020 Census questionnaires. Reasons include not realizing that the census brings funding to their community, feeling doubtful that funding would be distributed, or reluctance to provide personal information to the federal government.
According to the Urban Institute, in Connecticut, all racial and ethnic groups besides white, non-Hispanics/Latinos are at risk of being undercounted in the 2020 Census.
Based on this knowledge about undercounting, several organizations have researched messages to learn which are most helpful in communicating the importance of completing the 2020 Census questionnaire for every household member.
Different racial and ethnic groups have various reasons for not completing the census, and some of these reasons naturally vary within each group. The messaging research these organizations conducted sought to identify why people didn’t want to participate, as well as what ideas conveyed the benefits of participation.
These reasons and concerns are varied and often have historical experience behind them. Even so, the helpful messages persuaded some people that completing the census could be worth it for themselves and their families.
Below, you will find a summary of the research to inform your conversations and messaging about the 2020 Census. Scroll down to read about messaging research for these groups:
Hispanic or Latino
Asian American
Native American, Alaska Native, or American Indian
Black or African American
Arab American (Middle Eastern or North African)
If you would like to see research about other racial or ethnic groups or other groups at risk of being undercounted, you can find more at the Funders’ Committee for Civic Participation website.
Messaging for People Who Are Hispanic or Latino
NALEO Educational Fund found the most common concerns about participating in the 2020 Census included:
Concern that the website would not be secure.
Concern that their data would be used against immigrants or Latinos.
Not wanting to give personal information to the government.
This research was conducted before the Supreme Court rejected the addition of the citizenship question, so we don’t know whether this decision reduced any concerns. NALEO recommended emphasizing what will and will not be on the questionnaire and to avoid talking about the political effort to add a citizenship question. This particular reminder decreases trust.
NALEO found that themes of “convenient, safe and required” and “civic and community duty” were most compelling to most Latinos, regardless of citizenship status. Messaging that included ideas such as “Stand up for each other, be counted,” “Power in numbers,” and “We’re here, this is our home, we count” were effective. Highlighting the census as the basis for public funding for the next ten years was also effective.
The NALEO Digital Communications and Outreach Toolkit includes a long list of English and Spanish messaging ideas, including:
“As we face this public health crisis, participating in the census now helps secure future funding for our communities.”
“Responding to the census is a way for residents to do their part in maintaining the functionality of our government and society, as population data will be pertinent during our recovery from this public health crisis.”
“Participating in the census is safe and really easy, just a few clicks online. The census protects your personal data and keeps your identity anonymous. By federal law, your response is required, and your information cannot be given out or shared.”
“The government relies on the census population count to determine funding for state and local services, including education, police, fire, and health care. Our community schools, hospitals, and first responders are depending on us to do our part and participate in the census.”
Research by the Racial Equity Anchor Collaborative (slides 31-45) similarly found civic and funding messages compelling:
Affects $675 billion in funding, “including for public schools, roads, & hospitals.”
“Critical to school districts knowing where to build or expand schools.”
“Not participating means fewer dollars to support public services.”
Messaging for People Who Are Asian American
Similar to Hispanic and Latino populations, Asian Americans had a relatively high level of concern about the confidentiality of their personal information, the sharing of their data with the government, and their answers being used against them, according to the Census Bureau. Asian Americans also said “it only matters ‘a moderate amount,’ “a little,” or ‘not at all’ if they are personally counted in the census” at a high rate.
Asian Americans Advancing Justice commissioned research on messaging to Asian Americans. The ethnic backgrounds of their participants included Chinese, Korean, Filipino, Vietnamese, Indian, Japanese, and Pacific Islander/Native Hawaiian, among others. Their research determined the most effective messages focused on family, children and resources, and how previous census counts have helped in the past. Examples include:
“Census data is critical to our families’ future and the next generation. It helps us get the health care, transportation, schools, affordable housing, and higher education that our families need to get a good start and be successful.”
“Census data is critical to our children’s future and the next generation. It helps us get the health care, transportation, schools, affordable housing, and higher education that our children need to get a good start and be successful.”
“Census data is used to determine not only federal government funding for programs and services, but businesses also use it to decide where to invest and create jobs. Filling out the census makes sure that you, your family, and your community get a fair shot at those resources.”
“The 2010 census showed that in one major city, the Asian American community had doubled in the previous ten years. This led to a 50 million dollar increase in federal dollars for schools, hospitals, and services for our kids. Filling out the census can have real benefits for our community.”
The Racial Equity Anchor Collaborative (slides 31-45) supported the effectiveness of similar messages, including:
Affects $675 billion in funding, “including for Medicaid, Head Start, & SNAP.”
“Critical to the well-being of our kids/money for CHIP and Head Start.”
Affects $675 billion in funding, “including for public schools, roads, & hospitals.”
“A powerful way to show our unity is to participate in the Census.”
Messaging for People Who Are Native American, Alaska Native, or American Indian
The National Congress of American Indians (NCAI) found that lack of interest in completing the census related to a history of “distrust” of the U.S. government due to “misuse.” This included a history of betrayal, a low awareness of the census’s purpose, and a lack of delivery on previous claims about the benefits of filling out the census. Research by the Census Bureau also noted privacy concerns as a barrier.
The motivations NCAI deemed most compelling included civic duty (depending on the region where a person was from) and resources for the community. Language around “family and generations” and making the community visible also resonated.
Some of the messaging the Racial Equity Anchor Collaborative found to be persuasive included:
Affects $675 billion in funding, “including for public schools, roads, & hospitals.”
“Critical to the well-being of our kids/money for CHIP and Head Start.”
“Healthcare providers use data to determine hospital & type of care needs.”
The media toolkit Our People. Our Nations. Our Future from Indian Country Counts offers sample messages. Some include:
“It is time for American Indians and Alaska Natives to be fully counted in the 2020 Census. An accurate count of American Indians and Alaska Natives is necessary for the upcoming state redistricting processes, which will impact the vote for state and federal representatives. The Native Vote has increasingly become a “swing vote” in several states, and answering the 2020 Census ensures that your vote may make a difference.”
“Just like past generations, it is important for you to be counted to represent yourself and your family in the 2020 Census now and for future generations.”
“Census numbers are used not only to determine how many seats each state gets in the House of Representatives in Congress, but also to draw boundary lines for Congressional, state, and local legislative districts.”
Indian Country Counts also has a variety of resources to support a full count of Native Americans and American Indians including grant opportunities, a virtual canvassing guide, and other 2020 Census materials.
Messaging for People Who Are Black or African American
The Census Bureau reported the top concerns among Black and African Americans about completing the census included the confidentiality of their answers, concern that their responses would be shared with other government agencies, and fear of repercussion based on their responses.
Focus group participants also “had little hope that the 2020 Census would benefit their communities, as they had not seen change result from the census in the past.” Participants also expressed distrust of the government, of which the Census Bureau is part, and some said “the government uses the census to ‘control’ aspects of the population, leading to poor conditions in their communities compared to other communities.”
Key messages from the Racial Equity Anchor Collaborative (slides 31-45) included:
If we don’t participate, “Communities of color get left behind,” and there are “fewer dollars for public services.”
Affects $675 billion in funding, “including for public schools, roads, & hospitals.”
“Healthcare providers use data to determine hospital & type of care needs.”
“Critical to the well-being of our kids/money for CHIP and Head Start.”
Messaging for People Who Are Arab American (Middle Eastern or North African)
Research from the Arab American Institute concluded that many Arab Americans were worried about the security of entering their information online, information being shared with immigration enforcement or other government agencies, and data being used to target them.
The institute also found positive messaging worked best, including:
Messaging about the benefits to the Arab American community in the form of funding to services and infrastructure.
Talking about “the importance to the future and for children.”
Using inclusive messaging, “showing the common culture but also the diversity of the community.”
Emphasizing the convenience of filling out the census online.
Yalla, Count Me In is a project that provides resources for organizations and individuals involved in the 2020 Census outreach efforts for Arab American communities. Find information about specific messaging and other tools on their website.
Universal Themes
In addition to the ideas above, research by the Racial Equity Anchor Collaborative found that words and phrases like “my family” and “unity” were meaningful across the racial and ethnic groups that participated in their study. This kind of messaging empowers and is something we can turn to even when our audience is diverse or we’re not sure of their apprehensions.
Some of the slogans most compelling across racial groups include:
“My family matters, my family counts.”
“Whether black, white, Latino, Asian, or American Indian—we all count. Be counted.”
“No matter who you are, you count. Be counted.”
“Together we count. Together we’re heard. Together we’re visible.”
The collaborative compiled MakeMyFamilyCount.org with outreach and promotion materials you can use in your Get Out the Count efforts to any group.
Conclusion
For those of us invested in a full count, it can be difficult to understand why someone wouldn’t see the value as we do, even if we belong to the same group. This research shows the real challenge facing the 2020 Census is rooted in both action and inaction from the government and people who represent it. But it also suggests we have an opportunity to highlight the benefits that have come and will come to our communities because of the census.
The Census Bureau recently announced a shorter deadline for the 2020 Census, meaning less time to count everyone living in the United States. Many historically undercounted communities already face Covid-19’s dire health and economic consequences, and it is imperative that we amplify census outreach to increase access to resources and representation. For more 2020 Census information, head to our website and browse our blog. You can also keep up with the count by subscribing to our newsletter and following CTData on Facebook, Twitter, and LinkedIn.