Voter Gravity allows campaigns to narrow any walk list using a large range of options, including party affiliation and gender. We’ve created a special option to help Voter Gravity users drill down even more – we call it the Gravity Score.

The Gravity Score is something we use at Voter Gravity to gauge the propensity of an individual to vote within a range from 0-12. The closer someone is to zero, the less frequent of a voter they are. So for example, if a voter has a Gravity Score of 12, they vote in every election. The exact breakdown is:

• A vote in the 2012 general election: 5 points
• A vote in the 2010 general election: 3 points
• A vote in any other election: 1 point

This model weights the score towards voters who have turned out in more recent elections. We do this because we want to pay more attention to those voters who have proved themselves to be active currently as opposed to those who may or may not be active anymore. Doing this helps you know which voters are worth targeting, since it is usually not worth it to message to those voters who no longer turn out.

For operatives who are used to searching in GOP Data Center for 2 of 4 and 3 of 4 voters, this is a similar concept, just adjusted to give more value to more frequent elections. The Gravity Score is a tool to help you better understand how your voters act and what you can do to motivate them.