John, I’ll admit, I am obsessed with experimenting and testing all possibilities in the pursuit of driving the progressive movement forward. As “making an impact” increasingly becomes trendy nomenclature, I am even more obsessed with centering sophisticated tools and practices to measure our impact.

There is a reliable way to know if you're making an impact - through Randomized Control Trials (RCTs). This method divides people into two groups whose only difference is the testing, which can be a variety of experiments, i.e., a series of texts, door-knocking, or a vaccine trial. It’s the same process scientists use to know if medicine is safe and effective.

Movement Labs uses Randomized Control Trials regularly, including when we helped flip the Georgia Senate seats in 2020. How? We sent a picture of Kelly Loeffler campaigning with a neo-Nazi to a random sample of persuadable voters. Guess what we saw after we surveyed that same group and a group of their peers? The image shifted people’s votes. Our trial worked, and since we knew that it didn’t provoke a backlash, we scaled the program and sent the image to a quarter-million voters the night before the election - about 3 times more than the amount of votes we ended up winning by.

John, our programs work. Will you become a founding donor with a contribution of $10 or more to help us continue this work?

$5 $10 $25 $50 Other

Sincerely,

Yoni Landau, CEO, Movement Labs

 

 

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