“Build it and they will come.” It’s a good motto for classic tear-jerker baseball movies. It’s also the maxim that the Alabama Policy Institute used to bring school choice to more Alabama families than ever before.

The CHOOSE Act not only represents one of the most dynamic policy initiatives in Alabama’s history, it’s also one of the most expansive school choice programs in the nation. And thanks to the strategic and focused campaign from Alabama Policy, it’s growing at an incredible clip.

That’s why Alabama Policy was chosen as a finalist for the 2025 Bob Williams Award for Best Issue Campaign.

The promise of CHOOSE

Beginning in January 2025, thanks in large part to Alabama Policy’s advocacy, Alabama’s leaders enacted the Creating Hope and Opportunity for our Students’ Education (CHOOSE) tax credit program.

The CHOOSE Act gives eligible students funds to offset the cost of qualifying education expenses, including tuition at participating private schools. Governor Kay Ivey described what the CHOOSE Act means for students, “Alabama families can start the new year with a great opportunity for school choice in their communities. The CHOOSE Act will help our Alabama students receive the highest-quality education possible by giving greater flexibility to families to pursue educational options that meet their individual needs. It is a wonderful opportunity to make the future of Alabama stronger than ever.”

As the Alabama Political Reporter explains, “Under the CHOOSE Act, families can receive $7,000 per eligible student attending a participating private school, while those enrolled in home education programs are eligible for $2,000 per student, with a cap of $4,000 per family. In its first year, the program will prioritize the first 500 Education Savings Accounts (ESAs) for students with special needs, followed by children of active-duty service members attending priority schools. Any remaining ESAs will be awarded based on family income, with eligibility capped at 300% of the federal poverty level — approximately $93,600 annually for a family of four.”

When Alabama legislators passed the CHOOSE Act, they started with a $100 million funding floor for the program. That would be enough for around 14,000 students. It was a good start.

But more than 14,000 Alabama students deserve education freedom.

Building on victories

To ensure the CHOOSE Act served as many qualified Alabama families as possible, the Alabama Policy team got to work on a campaign to expand the program far beyond 14,000 students.

First, Alabama Policy’s policy team put together research and data about the CHOOSE Act and school choice in general. Their materials provided families with the information and resources to take full advantage of the state’s existing and new programs that could help their students.

Next, Alabama Policy’s marketing and communications team launched an earned media and marketing campaign that got the word out about the CHOOSE Act and showed how it is making a real difference for Alabama families.

Finally, Alabama Policy’s team created and distributed promotional materials to allies, used direct email marketing to parents, utilized geofencing and targeted ad placements, dynamic billboards next to the statehouse, an integrated website, op-ed placements, radio spots, and every social media tool in their toolbox.

Because of Alabama Policy’s campaign, the facts about what the CHOOSE Act meant for Alabama students was front and center for families and legislators.

When the state originally passed the CHOOSE Act, they allocated enough funding for 14,000 students. After applications opened up, more than 36,000 students applied. Due to the overwhelming demand and the grassroots support garnered from Alabama Policy, legislators increased the scholarship funding by $85 million for its first year, and $530 million over its first three years. 

These incredible increases not only will ensure students that need better educational access receive it now, but it opens the door to universal school choice in Alabama in the future.

Alabama families have needed better options for years. Now, thanks to the Alabama Policy Institute, school choice is not only a reality, it’s growing faster than it ever has before.