What Information Is Included in Voter Data?

Having access to high-quality voter data can give your campaign team the actionable insights necessary to mobilize constituents and achieve desirable outcomes in the upcoming election cycle. 

However, it’s important to understand what information is included in voter data before you devote precious time and resources to purchasing thousands of records in your target demographic. 

While each voter database is unique, the most reputable sources include a wide range of information designed to give you a complete view of your prospective supporter. The following are some of the types of information you can expect to receive in voter data.

Basic Personal Information

Every voter file includes the basics: the voter’s name and residential address. You’ll need this information to send mailers, canvass neighborhoods, and engage in targeted outreach efforts.

You should also receive each person’s date of birth and gender. Use these insights to tailor your messaging to address gender and age-specific issues that may be relevant to the audience. For instance, older adults are likely more concerned about topics like Social Security. 

Voter Registration Information

Typically, voter data will include some basic registration information about each person, including their unique voter ID number and party affiliation. You can use this information to discern their voting precinct and identify potential swing voters in your target area. 

You can supplement this data with voter registration insights from the United States Census Bureau to build a more complete profile of your target audience. The goal is to gather as much actionable information about voters as possible so you can speak to their most pressing needs during the campaign process. 

Voting History and Behavioral Insights

Exploring the behavioral trends and voting history of key demographics can help you identify consistent voters, occasional voters, and non-voters. Tracking down occasional voters can be particularly useful for “get out the vote” campaigns. 

Additionally, you’ll learn more about how people cast their ballots. This information helps your campaign understand constituent preferences. Use this data to highlight the most convenient and popular voting methods in your area. 

While taking a deep dive into each person’s voting history, you’ll also learn more about how they lean on key issues. By analyzing issue preferences, you can tailor your campaign messaging to avoid overly controversial topics while unifying constituents around common concerns, such as women’s rights. 

Contact Information

After you’ve gotten to know your target audience, it’s time to connect with them using tailored messaging. To do that, you’ll need accurate and up-to-date contact information. Here is where some sets of voter data excel and others fall short.

Before paying for data, ensure that the provider carefully maintains accurate contact records for each person. At a minimum, you’ll need email addresses for each voter. Ideally, the provider will also possess phone numbers, which will enable you to engage in text and phone-based mobilization campaigns. 

The top political data providers, such as Aristotle, maintain accurate databases by using several sets of complementary files. Our team has millions of consumer files, as well as a database containing records of the more than one million monthly moves that occur throughout the United States. By partnering with a trusted firm, you can obtain actionable information and achieve your strategic goals. 

Demographic Data

Demographic data can help you understand how best to communicate with your audience. Ethnic and racial information can be included in voter data, but that’s not always the case. Understanding the ethnic and racial composition of your constituents will help you address the specific concerns and interests of diverse communities.

Some files will also include language preferences, which can be invaluable in communities with significant non-English speaking populations. Adapting your communications to the language needs of voters can make your content more accessible. 

Socioeconomic Factors 

Income data, while not always available directly in voter records, can sometimes be inferred from other information or by consolidating information from multiple databases. Understanding income levels helps your campaign address economic issues that are relevant to different segments of the population. 

Additionally, some files may also provide information about your audience’s education level. There may be correlations between education level and certain political preferences and behaviors. 

Creating a Holistic View of Voters 

As you begin building out your database, remember that none of these bits of information are valuable alone. You’ll need to combine multiple types of information to obtain a holistic view of your constituents. Combine insights like demographic data, political activities, and history during past elections to segment your audience and create more impactful content.

On that note, you may need to merge data from several different sources. Voter files can provide an important piece of the puzzle but may not have the most up-to-date contact information or enough behavioral data. 

Conversely, consumer records can help you better understand a person’s socioeconomic status and behavior, but they don’t provide any insight into that person’s voting history. 

Combining these sources will enable you to build bespoke messaging that speaks to the needs and concerns of each group. 

Source Accurate, Complete Voter Records From Aristotle 

As a leader in political data, Aristotle offers access to tens of millions of voter and consumer files as well as monthly mover records. Additionally, our team provides clients with robust technology solutions designed to make data more accessible. Schedule a demo with Aristotle and let us help you transform your campaign into a data-driven organization.


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