← GOTV Campaign — 2.1M+ Voters Reached project

Campaign + email system

The GOTV campaign, broken down.

A multi-cycle voter-registration engine run off a repeatable email + creative template — 2.1M+ reached, 160k+ registered, 3,647 in a single cycle. This page takes the system apart: the palette, the type, the counter rebuilt live from the real numbers, and the email chrome. The Mailchimp template exports fill in the last visuals (manifest).

In my words

What I ran

I ran DUSA's email operation from 2017–2021 — design, deployment, segmentation, and A/B testing in Mailchimp, plus the Salesforce reporting behind it. The 2.1M-voter number wasn't one blast; it was years of sends tuned against open rates and deadlines.

My contribution was the repeatable part: one template system that any cycle could re-skin — hero stat, CTA, deadline countdown — so the team shipped consistent, on-brand GOTV mail fast, and I could A/B the subject lines and framing that actually moved registrations.

Role
Email Marketing Specialist
Tenure
2017–2021
Reached
2.1M+ voters
Registered
160k+

By the numbers

What the campaigns moved

Multi-cycle GOTV and citizenship email, every send measured against a registration goal.

2.1M+
voters reached
160k+
registered to vote
3,647
registered in one cycle
2×
open-rate lift
hyperlocal vs. generic subject lines

Reach + registration are DUSA organizational, 2017–2025.

The case

Who the campaigns were built for

The targeting ran on real demographic data, not hunches.

A community roughly doubling
The Dominican-origin U.S. population grew from about 1 million in 2000 toward 2+ million by 2021 — a fast-growing, under-registered electorate.
Source · Pew Research Center / U.S. Census
Registration below the national rate
Voter-registration rates ran well below national averages in high-density Dominican neighborhoods across NY, NJ, MA and FL — the gap the drives targeted.
Source · DUSA field data / ACS
The denominator most people skip
Districts equal in people aren't equal in voters — citizen voting-age share runs 58–79% across NY's 26 districts, the math an outreach budget should start from.
Source · ACS 2018–2022 · the electorate-gap study

Color

Constants, and what varies

DUSA's civic-brand blue anchors every send; a warm CTA carries the single action.

Constants

DUSA blue
#003087
Deep navy
#0a1f44
CTA orange
#f97316
Paper
#f7f5ec
Link blue
#2f6bed
Ink
#111827

Type

Typefaces + specimens

2.1M+ reached
Display / hero stat — Grotesque black.
Your deadline is Friday.
Body / email copy — Humanist sans.

Closest-match stand-ins; the production email type is confirmed once the Mailchimp exports land.

The counter

The registration counter, rebuilt live

The campaign's headline mechanic, re-animated from the real figures — scroll it into view. Not a screenshot.

Voters reached · 2017–2021
0.0M+
0k+
Registered
0
In one cycle

Real figures (DUSA organizational, 2017–2025). The same counter mechanic drove the campaign's landing pages and email hero blocks.

The chrome

Repeating components, named

The repeating blocks every send was assembled from.

Hero stat block
The big reached/registered number — the emotional open.
reachedregisteredcycle
Deadline countdown
Date-vs-countdown framing; the A/B test that consistently won.
Single CTA
One warm button, one action — register / check status.
Segmented list
NY / NJ / MA / FL segments, so the ask matched the state.

The asset set

The vocabulary the system draws on

Blocks
Hero statCountdownCTASegment bannerFooter
Palette
Tooling
MailchimpSalesforceA/B testingSEO/SEM

Related work

Where the numbers live

The reports these campaigns are documented in.

DUSA Annual Report 2020 — Educating. Empowering. Mobilizing. (2020)Census 2020 — Complete Count (2020)DUSA Annual Report 2023 (2023)

Field lexicon

The language of the cycle

GOTV
Get Out The Vote — the final-stretch push to convert registered voters into turnout.
Voter file
The registration + vote-history database that segmentation ran against.
Low-propensity
Registered but historically infrequent voters — the highest-value target for a send.
Cycle
An election period; the template re-skinned per cycle — primary, general, local.
Canvass
Direct voter contact in the field — the ground half the email half amplified.
Turnout
The share of registered voters who actually vote — the number everything optimized toward.

DUSA GOTV campaign design by Leonel Gomez, 2017–2021. Headline figures are DUSA-organizational (2017–2025). The counter above is a live React rebuild from those real numbers; email creative is supplied separately.