The U.S. Census Bureau has released the findings of a new study: 2020 Census Barriers, Attitudes and Motivators Study (CBAMS) Survey, which provides insights from focus groups in an effort to shape strategies for increasing participation in the census.
The survey was shared with 50,000 households throughout the U.S. Of those about 17,500 people responded. In total, 42 focus groups were conducted with 11 audiences representing historically undercounted populations.
The study highlights the major barriers facing a complete count in the 2020 census: apathy and efficacy; concerns about data confidentiality and privacy; fear of repercussions; and distrust in government.
Apathy and Efficacy
High Distrust of Government
Data Confidentiality and Privacy
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About 28 percent of people said they were “extremely/very concerned” the Census Bureau wouldn’t keep their answers in the census confidential.
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More explicitly, 24 percent said they were “extremely/very concerned” their answers on the form would be shared with other government agencies.
Fear of Repercussions
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About 1 in 4 participants said they fear their answers to the census “will be used against them.”
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The study cites that “the citizenship question may be a major barrier” to participation, based on the responses. Of those surveyed, 37 percent were unsure if the data would be used to locate undocumented individuals and 10 percent believed it would.
The study also provides insights about the key motivating factors to census participation, which can help shape messaging and facilitate conversations about the importance of the 2020 census.
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Make the connection between participation and community funding. About 30 percent of people said the fact that the census helps determine funding for public services in their community is the most important reason to fill out the form. This shows the importance of raising awareness about how the census data is used and how it directly impacts the local area and issues.
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Engage trusted voices. The study found that leveraging trusted voices and organizations in the community can mitigate distrust in government. These groups and individuals can facilitate participation by providing factual information about community funding connected to the census and assure their community that “participation is safe.” For instance, one respondent said they would be trusting of the process if their church assured them it was safe.
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Address knowledge gaps. The study found that there is a lack of knowledge about the census, including its purpose, scope and importance. Providing education and key messaging around this can address issues of trust and concerns about data sharing and privacy.
As CMF reported, the Census 2020 Michigan Nonprofits Count Campaign (NPCC), supported by 20 CMF members, is mobilizing statewide, regional and community-based participation in support of the census to amplify government efforts to ensure a complete, fair and accurate count in Michigan, with a special focus on hard-to-count communities.
The NPCC currently has the largest pool of funds for a state nonprofit census campaign in the U.S.
This effort, led by the Michigan Nonprofit Association (MNA), will provide trainings and materials for nonprofits on effective outreach tactics, award mini-grants to trusted community-based organizations to engage with the hardest to count populations, facilitate a statewide communications plan and coordinate with federal, state and local government officials.
The campaign’s infrastructure also includes census hubs to serve as the connector between the statewide campaign and the community-based nonprofit organizations doing direct outreach on the ground. Several CMF member community foundations are serving in this role.
Want more?
Read the full report.
Learn more about CMF's Census 2020 work.
Connect with the Census 2020 Michigan Nonprofits Count Campaign.