1. Communicating the Importance of the 2020 Census
Holger Loewendorf
GMA Research Analyst
Please note that underlined text in these slides links to addresses or web content

2. Why does the Census matter?
“If gentlemen have any doubts with respect to [this information’s] utility, I cannot satisfy them in a better manner, than by referring them to the debates which took place upon the bills intended collaterally to benefit the agricultural, commercial, and manufacturing parts of the community. Did they not wish then to know the relative proportion of each, and the exact number of every division, in order that they might rest their arguments on facts, instead of assertions and conjectures?” - James Madison
Part 1 of 2
This is the “high-brow” version of why the Census matters (data-informed decision-making or “knowledge is power”)
Also possibly not very effective as a talking point or government communication

3. Why does the Census matter?
Constitutionally mandated and has been conducted every ten years since 1790
Everyone’s civic duty
Produces data as a public good for informed decision-making
Determines political representation and legislative districts at the state and federal level
Determines federal funding
Facilitates community planning and economic development
Largest peacetime mobilization effort in the country
Unique strengths of census data: comprehensive, consistent, credible
A 2017 Sunlight Foundation survey of city staff across the US found that more than 80% of municipal officials use demographic data (esp. Census and American Community Survey) to inform decisions on issues such as local infrastructure, public health, and food security. Federal housing, economic, transportation, and health data are the remaining top 5 responses for cities when asked what type of data they use.
On political representation: Georgia gained two congressional representatives after the 2000 Census and one congressional representative after the 2010 Census
Each year, the federal government distributes more than $880 billion to states and local governments based on census data via 320 census-guided programs (based on FY 2016 from Counting for Dollars 2020 research project)
Community planning examples: roads, schools, hospitals, housing, etc.
Economic development: private sector uses census data to plan business locations and investments

4. Why should I promote the Census?
Part 2 of 2: The “low-brow” version

5. What happens if I don’t promote the Census?
In FY2016, Georgia received about $23.8 billion through 55 federal spending programs guided by data derived from the 2010 Census
Using Georgia’s 2016 population count, these numbers imply that your community receives more than $2,300 per person annually
What happens to this funding if your community has an undercount?
The “fear” part: In addition to jeopardizing Georgia’s political representation and compromising your ability to make informed policy choices in your community, an undercount could lead to significant reductions in federal funding
Data on this slide is based on George Washington University's Counting for Dollars 2020 research project
The 2010 Census participation rate in Georgia was 72% (compared to a nationwide rate of 74%).
Georgia county with the highest participation rate in 2010: Lee County, 85%
Georgia county with the lowest participation rate in 2010: Quitman County, 30%

6. How does the 2020 Census work?
After receiving an invitation to participate in the census, you can respond online, by phone, or by mail
Questions on the form:
How many people are living or staying at your home on April 1, 2020
Whether the home is owned or rented
Sex of each person in the household
Age of each person in the household
Race and ethnicity of each person in the household
Relationship of each person in the household to one central person
Part 1 of 2
95% of households will receive their census invitation in the mail
Almost 5% of households will receive their census invitation when a census taker drops it off. In these areas, the majority of households may not receive mail at their home’s physical location (like households that use PO boxes or areas recently affected by natural disasters
Less than 1% of households will be counted in person by a census taker, instead of being invited to respond on their own (done in very remote areas like parts of northern Maine, remote Alaska, and in select American Indian areas that ask to be counted in person)

7. How does the 2020 Census work?
What the census will never ask for:
Your Social Security number
Money or donations
Anything on behalf of a political party
Bank or credit card account numbers
Part 2 of 2

8. When should I start promoting the Census?
Now
Census Day is April 1, 2020, but your efforts and leadership matter well in advance
2019 is the yearlong “strategic early education phase”
Census Logic Model:
Informing the public
Understanding the process
Increased public trust
Willingness to participate
- The deadline: 3 phases leading up to April 1, 2020
1) 2019: “strategic early education” (i.e., developing an understanding of the 2020 Census and building public trust)
2) January-February 2020: awareness phase (purpose of the census, how to participate, how to encourage others to participate)
3) March-April 2020: motivation phase (emphasis on online completion of the census), internet self-response begins March 23
- Post-Census Day follow-up: non-responding homes receive paper form by mid-April, non-response door-to-door visits begin May 13 (through July)

9. What are barriers to participation?
Continued decline of public trust in government
Privacy/cybersecurity concerns:
US Code Title 13 prohibits U.S. Census Bureau employees from disclosing or publishing information that identifies an individual or business
The Census Bureau is partnering with Microsoft’s Defending Democracy Program.
Part 1 of 2
Pew 2018: 67% of Americans have a favorable opinion of their local government (vs. 35% with a favorable opinion of the federal government)

10. What are barriers to participation?
Hard to Locate
Hard to Contact
Hard to Persuade
Hard to Interview
Hard-to-count (HTC) populations
Housing units not in Census framework and/or persons wanting to remain hidden
Highly mobile, homelessness, physical access barriers
Suspicious of government, low civic engagement
Language barriers, low literacy, lack of internet access
Part 2 of 2
More detailed descriptions of HTC populations:
Low response scores in the last census
Population groups with increased risk of being undercounted (young children, people of color, rural residents, low-income households, "linguistically isolated" households; frequent movers; foreign-born residents; households below the poverty line; large (i.e. overcrowded) households, low educational attainment households, single-parent headed households, people who distrust government authorities and/or have been or could be targets of law enforcement or heightened surveillance)
Households without a computer or with inadequate Internet access

11. How can I promote the Census?
Form or participate in a Local Complete County Committee (CCC)
CCCs are volunteer committees to increase awareness and motivate residents to respond to the 2020 Census
CCCs serve as “trusted voices” or “census ambassador” to address apathy, distrust, or a lack of efficacy in your communities
A city/county can create its own committee or form a joint committee
Other potential partners: business, nonprofits (esp. libraries), schools
Sign up to receive additional information at
- Bottom line: there is no wrong approach except inaction

12. What can I do as part of a Complete Count Committee?
Make sure the CCC has funding and staff to be operational
Set clear, achievable goals and objectives
Identify areas with HTC populations
Use a “grassroots” approach with community-based organizations and groups who have direct contact with HTC households
Build awareness of the census
Create promotional materials and products customized for your community
Local context matters: the “grassroots” approach implies that each community has to decide how to conduct outreach
Recommendations on “best practices” from the US Census Bureau cannot replace local knowledge and trust

13. Group Activity (10 minutes)
Form groups
Identify at least one population in your group that will be hard to count
List three ideas how your group/city/county can reach this particular HTC population
Report your ideas
Think of each table as its own CCC

14. What can a Complete Count Committee do?
Identify barriers, groups, or concerns that might impede the 2020 Census in your community
Dispel myths and alleviate fears about the privacy and confidentiality of census data
Place census messages on water bills, property tax bills, social media, and other correspondence generated by your community
Host a Census Workshop with others in the community
Develop and implement activities to involve local government employees in a 2020 Census Awareness Campaign
Encourage corporations and other organizations to become official sponsors of your census activities
Part 1 of 2

15. What can a Complete Count Committee do?
Have census information available in all municipal buildings
Place census posters, banners, and other signage in highly visible public locations
Include the 2020 Census logo and messages on brochures, newsletters, social media sites, and your city’s website
Sponsor a census booth at county fairs, carnivals, and festivals (especially cultural or ethnic celebrations)
Sponsor a contest to design a sticker or poster promoting the 2020 Census
Example: Clayton 2020 Census Kickoff video
Part 2 of 2

16. Who can help me promote the 2020 Census in my community?
GMA’s 2020 Census Toolkit:
State and Federal Resources
Census Tools
GMA - ACCG Regional Workshop Resources
2020 Census News
ACCG’s 2020 Census Resources
Part 1 of 2
- State and federal resources: DCA and US Census Bureau materials to form CCCs, conduct outreach (esp. for HTC populations), guidance on residency criteria, provide job information
- Census tools: data maps for HTC populations, broadband availability
- Regional workshop resources: videos and presentations
- Census news: where is your community?
- ACCG contact for the 2020 Census: Michele NeSmith

17. Who can help me promote the 2020 Census in my community?
Follow the U.S. Census Bureau on social media
U.S. Census Bureau Partnership Specialists
Lauren Lewis
Gloria Strode
Thurmond Tillman
Regional Census Center in Atlanta
Phone: (404) or
Part 2 of 2

18. Are you ready to count everyone in your community?