A: A high propensity voter is a person who, based on past turnout, is more likely to vote in a given election. For example: Someone who never misses a local or state election would have a greater propensity to vote in all elections. A person who votes only in statewide primary and general elections would have a high propensity to vote in statewide elections, but may not vote in local elections. A voter who votes only in general elections would only be considered a high propensity voter in a general election.
The term “high propensity” is subjective and depends on available vote history that reflects future election characteristics. We don’t assume that one or two predefined choices for determining high propensity is right for everyone; instead, we offer a wide range of propensity universes to suit a variety of election types.
If our pre-built universes don’t have what you need, you can create your own universes in our Campaign Center platform.

A: By targeting voters more likely to vote in your election, you get the most out of your time and money. In an ideal situation, you’d have enough time and money to reach every single registered voter in your district – but that’s often not feasible. Instead, it helps to limit your universe to the voters who are most likely to vote, and to a number you can afford to reach. Get started by going to our Voter Data & Counts page and finding out how many voters are in your district.