Dear John,

In the 2020 election, Generation Z and Millennials--those born between 1981 and 2014--cast 30 percent of the votes for president. By 2024, that number is expected to reach 37 percent.

And by 2028, the Gen Z and Millennial generations will make up 43 percent of the electorate.

These young voters are the future of our democracy, and they don't get their news from newspapers or cable TV. They live on social media, and the hottest new social media platform is TikTok. In fact, TikTok will bypass Instagram with the most U.S. Gen Z users by the end of the year.

That's why, several months ago, the team here at Inequality Media Civic Action decided to prioritize growing our following on TikTok, and the results so far have been incredible. In fact, we've already attracted 4.5 million likes with just a few posts a week.

But we could be doing so much more, and with your help, we're aiming to expand our production budget, hiring additional rapid-video editors, and dramatically increasing our output of TikTok videos to double, triple, or even quadruple our following in the months ahead.

To reach the critical Gen Z and Millennial voters who will help decide our future, we must go where they live: social media. Will you make a donation and help Inequality Media Civic Action ramp up our online presence, including on TikTok?

Conservatives know how critical Gen Z is. Far-right propaganda organizations like PragerU have poured enormous resources into attracting young people, with bite-sized, shareable videos on social media. And they're having an inordinate amount of success.

Young people today are less likely to do better than their parents than any generation of Americans in nearly 100 years. Wages are stagnant, rent costs keep rising, millions are saddled with crippling student debt … and when people lose hope, they become prime targets for right-wing indoctrination.

That's why we started experimenting on TikTok before most of our opposition even knew what it was, testing out what works and what doesn't, tracking results carefully, and learning how to get our message out in the language of today's social media ecosystem.

One follower, who wasn't even alive when I was Secretary of Labor, said, "Your team puts out some of the best content on TikTok." As Crooked Media said on Twitter about our work, "If you're not following @RBReich on Tiktok you are missing out."

And I work with my colleagues at IMCA to do whatever it takes to get our message out. I dance (poorly). I play piano (adequately). I draw cartoons (yes it's really me holding the pen!). All to combat right-wing cynicism and disinformation with real solutions about how we can have a better world.

Gen Z and Millennials are the largest generations in history, and we simply cannot afford to lose them to Trump and the far right. Please donate today and help us continue to grow our following where young people live: on the internet, and on TikTok.

Thanks for all you do,

Robert Reich                                      
Inequality Media Civic Action         

*Contributions to IMCA are not tax-deductible as charitable contributions for federal income tax purposes.