Moderate Math: How & Why We’re Reaching 24M Ideologically-Moderate Women
If you’ve been with Galvanize Action for a moment, you’ve probably heard us mention that we’re excited to—with help from our friends at the nonpartisan Galvanize USA and other outstanding partners—become a cultural force in the lives of 24 MILLION ideologically-moderate women over the next five years. All of our past research and all of our prior success is leading us to that incredible outcome! But how? And why 24 million? Let’s crunch some numbers together so you can see how it all adds up to a better America.
It starts with our audience segments.
Galvanize Action’s award-winning research team conducted a massive (and super cool) resegmentation of our audience. They started with raw data, applied machine learning, and sorted real women into the four distinct categories that emerged based on available data (like what’s in voter files). The end result: 89 million white women across the country, neatly categorized, with a ton of data about how to connect with each type of woman based on their psychographic traits and demographic data.
But that’s all white women, and we want to focus on the ideologically-moderate middle; the folks who aren’t entrenched in their views. If we zoom in on the women in the middle, we’re left with about 49.8 million.
Reaching every single one of those women would be incredible (and expensive!), but our realistic, strategic goal is to reach half of them. With a little rounding, that brings us to our target of 24 million ideologically-moderate women over the next five years. And to be clear, Galvanize Action can’t do that alone! This is what we seek to achieve in partnership with our nonpartisan affiliate, our incredible network of partners, and with support from people like you reading this! It’s going to take all of us.
Twenty four million takes up some serious real estate in the broader media landscape.
This diagram shows some of the biggest names in podcasting and online media. Take a look at those bubble sizes, and think about the type of content and messaging women might be hearing from each.
Now imagine that same ecosystem, but with a highly prosocial Galvanize Action & friends bubble that is 24 million followers strong. That’s enough to make some noise, take up space, and enact some positive change!
It’s about impact, not about clout
We’re not scaling for the sake of scaling, but because our research-informed, values-rich content has what women need to move them from just caring about the issues that affect all of us to acting on that care and bringing us closer to an America that works for everyone.
That means content that addresses the barriers women face: everything from fear of conflict to internalized sexism. It means content that empowers, emboldens, and inspires. It means content that directly invites women to use their civic power to take action!
Our end goal is a whole cultural movement
Building on years of success at moving our audience on issues critical to a thriving democracy, we are rapidly scaling to become a trusted cultural force in the lives of 24 million moderate women. Not to serve them one-off content, but to become their go-to source for sensemaking and to fill their feeds with prosocial content that meets emotional needs and shapes behavior.
Our goal is to earn a lasting spot in moderate women’s media diets, day after day, year after year. When 24 million women are aligned and activated, they become a powerful force in shaping what’s possible for families, communities, and the country. We’re not just defending democracy—we’re building a future where everyone can thrive!
