Restoring Voting Rights to 1.4 Million Floridians
EMC Research’s Role in the Successful Passage of Amendment 4,
Restoring Voting Rights for People with Felony Convictions in Florida
EMC Research partnered with a broad coalition of organizations to support Amendment 4 in Florida, which passed in 2018 with 65% voter approval. The amendment restored voting rights to 1.4 million Floridians with past felony convictions, marking a historic moment in voting rights advocacy.
The Problem
Florida’s voting laws historically barred individuals with felony convictions from voting, even after they had completed their sentences. This left nearly 1.4 million people disenfranchised, significantly impacting marginalized communities. Civil rights advocates sought to address this injustice by introducing Amendment 4, which aimed to restore voting rights to those who had served the terms of their sentences.
However, passing a constitutional amendment in Florida required at least 60% voter support — a daunting challenge in a politically divided state. The campaign needed a strong, data-driven strategy to craft messaging that could resonate across party lines and build a bipartisan coalition capable of securing the necessary support.
EMC Research’s Strategy
Beginning in 2014, EMC Research worked closely with a diverse coalition of organizations to develop a comprehensive research plan that would guide the campaign’s strategy. Partnering with a Republican polling firm in a bipartisan research effort, EMC conducted focus groups, statewide polling, and ad testing to explore voter attitudes.
The bipartisan research project tested messaging, ballot language, and advertisements to identify the most effective way to communicate the importance of restoring voting rights. The data gathered allowed the campaign to craft messaging persuasive to conservative and moderate voters and target its outreach effectively, building a strong, bipartisan coalition in support of Amendment 4.
Our Results
In November 2018, Amendment 4 passed with 65% of the vote, restoring voting rights to nearly 1.4 million Floridians. This victory was made possible through the coalition’s ability to unite voters across party lines and leverage research-driven messaging to build support.
Our research was crucial in shaping the language of the ballot initiative and guiding voter outreach strategies. The success of Amendment 4 has been hailed as one of the most significant voting rights victories in recent history. As opponents continue their efforts to undo the amendment and block voting rights, EMC Research remained engaged, conducting ongoing voter research in support of efforts to realize the promise of Amendment 4 for all Floridians.
