Vote.org GTM brain

category

market profile

• text: US voters face different registration, mail voting and polling rules across states.
• text: Civic organizations, brands and schools can distribute election resources to their own communities through partnerships.

personas

• title: Eligible voter
  pains:

  • Uncertainty about registration status, deadlines or polling place
  • Difficulty navigating state-specific mail ballot requirements
• title: Nonprofit civic engagement director
  pains:

  • Providing current election resources across multiple states
  • Helping a distributed community take concrete voting steps
• title: Corporate social impact or community partnerships lead
  pains:

  • Offering trusted nonpartisan voter information to employees or customers
  • Coordinating a voter engagement drive without building technology

icp

• text: US nonprofits, schools, libraries and national organizations with communities eligible to vote.
• text: Consumer brands and employers with an audience across multiple US states and a civic engagement program.

message pillars

• text: Voting tools reduce friction.
• text: Registration can be quick.
• text: Offer election reminders to keep voters on track.
• text: The organization focuses on participation without electing candidates.

objections

• objection: How do we keep voter information relevant across states?
  response: Use the state election centers and review each tool's coverage before rolling it out.
• objection: Will our engagement effort be seen as partisan?
  response: Vote.org describes its work as nonpartisan and focused on participation; check partner messaging against your organization's policies.

competitors

• name: VoteAmerica
  why: Nonprofit offering voter registration and voting information tools.
• name: Vote Smart
  website: https://en.wikipedia.org/wiki/Vote_Smart
  why: Provides nonpartisan election and candidate information, overlapping with voter education.

influencers

• name: Andrea Hailey
  url: https://www.glamour.com/story/andrea-hailey-vote-org-midterms
  why: Vote.org CEO and public voice on voter participation.

keywords

• register to vote
• check voter registration
• polling place locator
• vote by mail
• voter engagement tools
• election reminders
• voter registration nonprofit

voice

• urgent
• accessible
• nonpartisan and action-oriented

signals

• text: An organization is planning a voter registration drive ahead of an election.
• text: A national employer or nonprofit seeks election information for a multistate audience.

pricing

motion

channels

• SEO
• partner distribution
• social media
• email reminders

confidence

Founders

• name: Debra Cleaver
  title: Founder/CEO
  role: CEO
  bio: Founder Vote.org, VoteAmerica, ElectionDay.org, FuterVoter, and some other projects. Aggressively committed to increasing voter turnout. All around nice person.