The facts are undeniable. The more options and resources families have, the better education their students receive.
In Minnesota, test results show more than half of students aren’t meeting basic proficiency standards in reading and math. And that’s despite increased per-pupil spending every year.
Minnesota is failing its students. That’s why the Center for the American Experiment launched $7K for Kids. The campaign advocates for a statewide $7,000 Education Savings Account (ESA) that would give Minnesota students the resources they need to receive the education they deserve.
Their campaign was such a success that this summer, they were nominated as a finalist for the Bob Williams Award for Best Issue Campaign.
The strategy of grassroots
Despite the overwhelming data showing the student benefits of school choice, the politics of education policy have complicated the debate. Because of that, the first stage of American Experiment’s $7K for Kids campaign was focused on public education and advocacy.
American Experiment had three main goals at this point:
- Educate Minnesotans on the current poor quality of their schools and present school choice as the solution.
- Generate public demand for an ESA program in Minnesota.
- Inspire constituents to deliver pro-ESA messages to legislators and the governor.
With their goals laid out, the American Experiment team recognized two main groups they needed to reach. The first were families likely to support ESAs because their children could participate and benefit from them. This group included parents of kids currently attending nonpublic schools and parents who would send their kids to a nonpublic school if they could afford the tuition.
“Empaths” were the second audience. These were people who would support ESAs not for their own benefit, but out of concern for the kids trapped in failing schools with no other options.
To reach their target audiences, American Experiment’s team leveraged email, social media, and a variety of digital advertising platforms. They directed people to their dedicated website 7forkids.com which contained information, data, commentary, and outreach information catered specifically to Minnesota families.
American Experiment’s team also produced original content to educate and connect with parents. They made 16 unique video ads for each of the 16 largest school districts in the state. They used each district’s test scores to show Minnesotans that many of their local schools weren’t educating their students adequately. American Experiment also produced a 17th ad in the same style using statewide test scores and ran it across the entire state.
To promote their website and content, American Experiment’s marketing team took advantage of their owned email audience of 203,000. They also leveraged their social media accounts which collectively represented 86,000 followers.
Additionally, American Experiment’s team launched a $49,000 digital ad campaign encompassing 64 unique ads and targeting ten unique audience segments on multiple platforms. And knowing exactly how to garner the biggest legislative impact, American Experiment’s team ran their campaign during the latter half of Minnesota’s legislative session (March 6 – May 31). This is when Minnesotans are especially tuned in to political and policy news (and most likely to get involved).
To put it lightly, the campaign was a massive success.
As a direct result of American Experiment’s work, an estimated 1.3 million Minnesotans saw $7k for Kids ads 9.7 million times. More than 2,500 Minnesotans emailed their state representative, senator, or Governor Walz. Minnesota leaders received a total of over 7,600 pro-ESA messages.
The Center for the American Experiment’s campaign is part of a unique partnership with Opportunity for All Kids (OAK). The partnership will implement a two-year, $250,000 campaign to advance ESAs in Minnesota. The ultimate goal is to create enough momentum for ESA legislation to become law by 2027.
If American Experiment’s results are any measure, that goal is well within reach.
The Center for the American Experiment has long been the voice of responsible and sensible policy in Minnesota. They’re proving that again with their $7K for Kids campaign. Minnesota students deserve better educations, and thanks to the American Experiment team, they are on the road to that better future.