WASHINGTON, D.C.–Following today’s joint endorsement of Vice President Kamala Harris alongside the Working Families Party and Center for Popular Democracy Action, People’s Action announced the launch of its independent expenditure program to beat Donald Trump and elect Vice President Kamala Harris as president of the United States of America.
“This is a historic moment, and we’re ready for it,” People’s Action Board Chair Juanita Lewis said. “People’s Action has spent the last two election cycles testing and refining a highly effective voter persuasion program. And, with President Biden heroically ending his campaign and Vice President Harris the presumed Democratic nominee for president, we have seen a surge of excitement when we talk to people on the doors and on the phones. We’re seizing this opportunity to activate volunteers to have hundreds of thousands of deep conversations before Election Day.”
“The power we build through this program will empower us to stand firm on our vision for the future and work with a future President Harris to move this country forward,” Lewis added.
Marta Popadiak, Movement Governing Director for People’s Action, described the organization’s plans for 2024: “We are utilizing the most effective tactic in the most important states. That tactic is deep canvassing, and we will use it to move conflicted voters to vote for Kamala Harris for president and other candidates backed by our state-based member groups.”
People’s Action is a national network of 38 state-based, power-building organizations in 29 states, including critical battleground states like North Carolina, Pennsylvania, Wisconsin, and others. Together, the network represents an organizing infrastructure that will serve a crucial role in the campaign, bringing to the table community organizing expertise and a broad volunteer base that will be leveraged to make tens of millions of attempts to reach voters in 2024.
In the 2020 cycle, People’s Action’s 23,000 volunteers made millions of attempts to reach voters, resulting in 280,202 deep canvass conversations with people in battleground states. 48 percent of people contacted moved towards voting for Biden/Harris in 2020. The organization plans to more than double their total number of volunteers and conversations in 2024, which will mean half-a-million deep canvass conversations in battleground states.
What Is Deep Canvassing?
Deep canvassing is a persuasion method that differs from traditional canvassing because practitioners have deeper conversations with the people they speak to, focusing on underlying fears and values to shift hearts and minds in a lasting way. Numerous studies have shown that this tactic is much more effective than traditional persuasion methods utilized by presidential campaigns.
The View from Battleground States
Arizona
“This is a time of extreme consequence. Not only is our democracy on the line, but so are our communities in Arizona, who already endured a Trump presidency once before. But we have a once-in-a-generation opportunity to coalesce and unite behind a daughter of immigrants, a Black and South Asian woman to become our next president. Kamala Harris will effectively prosecute the case against a wannabe dictator who vilifies immigrants, and communities of color for his political gain. This is a call to action to rally behind Vice President Harris in defense of our democracy.” – Alejandra Gomez, Executive Director, Living United for Change in Arizona (LUCHA)
Michigan
“In this critical election cycle, uniting behind Kamala Harris is our best chance to defeat the far-right and is essential to building a future that prioritizes the needs of the people. Deep canvassing and direct voter contact in battleground states like ours are not just strategies—they’re essential acts of resistance. Our grassroots efforts aim to make every vote count and amplify every voice to bring about real change.” – Ken Whittaker, Executive Director, Michigan United Action
North Carolina
“I am thrilled to see People’s Action endorsing a vision for our future that aligns with our values of justice, equity, and community empowerment. This endorsement isn’t just about the candidate; it’s about the shared goals we all strive for. With strong leaders advocating for these principles, I’m optimistic that we can achieve real, transformative change for all of us.” – Dreama Caldwell, Executive Co-Director, Down Home North Carolina
Pennsylvania
“As Pennsylvanians, we know the cost of underestimating Donald Trump, and in rural and small town Pennsylvania we cannot leave any stones unturned this year. We believe organizing is the path to the change we want, and we know what this moment demands of us: vulnerable and meaningful conversations in every corner of the state by independent political organizations like PA Stands Up with our People’s Action network partners who can reach voters disillusioned with both major parties. That’s why our deep canvassing persuasion is so vital.” – Carrie Santoro, Executive Director, Pennsylvania Stands Up
“People on the ground in Pennsylvania know that this election is up for grabs. We also know that we need to massively invest in work to reach poor and working class voters who are conflicted, disconnected, and feel left behind by the political establishment if we are going to reject the MAGA agenda and win a government that puts people first.” – Alex Wallach Hanson, Executive Director, Pennsylvania United
Wisconsin
“With the fate of multiracial democracy in the balance, voters in Wisconsin are being bombarded with hate-filled propaganda. The only way to cut through the disinformation and division and tip the balance towards an inclusive and equitable democracy is thousands of authentic conversations with neighbors focused on issues that impact everyday Wisconsinites. That’s why our leaders. who live in the pivotal battle ground regions of Wisconsin, are all on People’s Action’s deep canvass strategy.” – Robert Kraig, Executive Director of Citizen Action of Wisconsin
Looking Ahead
After hosting a training for trainers in early June, People’s Action will launch its national volunteer program in early August and build towards a nationwide, in-person launch of its general election field program on Sept. 14, with in-person anchor events all over the country hosted by organizers in battleground states.
“We know what kind of future Trump has in store for us,” Popadiak said. “Project 2025 is an agenda designed to divide, attack, and control working class people to enrich Trump, billionaires, and greedy corporations. Our program is designed to block his path to power and protect our families, our freedoms, and our future.”