1. New Mexico Census outreach message/messenger testing survey

2. Challenges Facing New Mexico
In 2010, 73.8% of the states households mailed back their census questionnaire, requiring more costly and difficult in-person follow up to enumerate the remaining 26.2%.
Based on the latest census estimates, approx. 43% of New Mexico's current population (or 888,033 people) live in hard- to-count neighborhoods (see map on next slide).
This research is therefore a vital resource to help overcome these obstacles in a Census count year that will be vital to New Mexico.

4. Survey Methodology/Specifications
Statewide survey of 960 completed surveys with the following oversamples :
422 Latino respondents / 100 Native American respondents
364 respondents who are renting their home or apartment
256 parents of children between the ages of 0-10
450 respondents from rural New Mexico
Respondents all confirmed that they fill out important paperwork for their households to ensure we were talking with the right people in the household
Survey design is 50/50 telephone (landline and cell) and web-interviews (allow for creative tests)
The survey was available in English or Spanish based on respondents discretion

5. Major Findings
Projected Participation and Knowledge Levels

6. Projected Participation in Census
While a majority (75%) of New Mexico residents indicate that they are very likely to submit a Census form this year, there is a smaller percentage among sub-groups who have historically been undercounted in the state.
Hispanic respondents (71%)
Native American respondents (65%)
Parents of children aged 0-5 (65%)/ children aged 0-10 (71%)
Renting Population (65%)
This provides an early assessment of where outreach is needed most, and these numbers should be evaluated in the context of social desirability bias.

7. Providing Information Works!
After learning a bit more about the Census during our conversation today, how likely is it that you will participate in the 2020 Census (Final Question)?
Overall we see a significant increase to 95%:
94% Parents of Young Children
93% Among Hispanic New Mexicans
91% Among Native Americans
94% Among Renters

8. Post-Information Projected Participation by Sub-Group

9. Why Are You Not Planning to Participate?
Question asked of respondents who provided a no or unsure response to participation question

10. Why Are You Not Planning to Participate by Sub-group?
Question asked of respondents who provided a no or unsure response to participation question

11. Reasons for Non-Participation by Race/Ethnicity

12. Knowledge Levels of Census Submission Process in 2020
As far as you know, can you submit the Census form in 2020…….

13. Knowledge Levels of Submission Process for Young Children

14. Message Themes/Messages and Messengers
The survey tested several sources of information,
themes for messaging and actual messages, and messengers to
motivate participation in the 2020 Census

15. Data Tested Messaging Themes

16. Data Tested Messages for Families With Young Children

17. Trusted Sources for Census Information

18. Trusted Messengers in New Mexico
Would you be more likely to to participate if ( ) supported a Census outreach campaign?

19. Preferred Submission Approach/Information Delivery
The majority of New Mexicans prefer information about the
Census as well as submitting their Census form in the mail.
Movement toward Web-submission will require effort.

20. Preferred Approach For Submitting Census Information in 2020

21. Access to Web/Use of Community On-Line Participation Centers?
14% of respondents who did not report feeling comfortable providing their information on-line do not have access to the web at home or at work.
Only 45% of this same sub-sample indicated interest in using a computer at a local school, library, or mobile Census center to submit their information.

22. Where Would you Like to See Information Regarding Census 2020?
Information Mailed to Home/Office - 86%
me the Information - 64%
Local Television Stations - 65%
Local Newspapers - 64%
Radio %
Social Media %
Flyers or Pamphlets %
Direct Contact: In-person (47%), Text (45%) Phone Call (36%)

23. Culturally Grounded Engagement is Key
The survey includes content aimed at ensuring
outreach to the state’s Native American and
Hispanic communities is data-driven and
culturally competent.

24. Identification Terminology for Native American and Hispanic Residents

25. Messages To Persuade the Native American Community to Participate
The generational message was particularly powerful for women and younger Native American respondents

26. Messages To Persuade the Hispanic Community to Participate
The security focused message was particularly effective among Hispanic immigrants (74%), 65+ (77%), and those who live North of Abq. (75%)

27. Hispanic’s Trust in the Census to Protect Their Information
Census Bureau workers are sworn to a lifetime oath to keep your personal information private and are often native New Mexicans recruited by the Census to help our community submit their form.

28. Hispanic Census Participation With Removal of Citizenship Question
As you may have heard, the recent US Supreme Court decision has officially removed the citizenship question from the 2020 census form. Does knowing that citizenship will not be asked on the census makes me more likely to fill out the form this year t

29. Creative Testing for Web Interviews
We were able to test some marketing advertisements that
Media Desk created in the survey for on-line participants.

30. Images for Hispanic Engagement
You are likely to see a lot of advertisements about the census encouraging you to fill out the form. Which one of the following advertisements do you feel would most persuade you to fill out your census form?

31. Images for Family Engagement
You are likely to see a lot of advertisements about the census encouraging you to fill out the form. Which one of the following  advertiseme nts do you feel would most persuade you to include your children on your census form?

32. Questions or Suggestions?
Thank you for your support with the project.