Pop quiz: What do you think matters most to a single mother in your state?
A) Your latest committee hearing on foreign policy
B) Updates on legislation that affects childcare costs
C) Your vote on an omnibus spending bill
D) Information about federal programs she qualifies for
If you picked B or D, you’re right. If you’re sending the same newsletter about committee hearings and vote outcomes to everyone, you’re missing the mark entirely.
Here’s what we learned from analyzing millions of constituent interactions:
Parents engage 4X more with content about education and family programs than generic legislative updates.
Small business owners are 5X more likely to click through on economic development content than broad policy announcements.
Veterans respond dramatically better to targeted benefits information than general military policy discussions.
The disconnect is staggering: Most Senate offices send the same content to everyone, then wonder why engagement is terrible.
Smart offices are already doing this differently:
- Farmers get agricultural updates and rural development news
- Seniors receive Medicare and Social Security information
- Young families get childcare and education funding content
- Everyone gets what matters to them personally
The technology to make this happen exists. The data to power it is available. The only question is whether you’ll use it.