A coalition of faith-based organizations, labor unions, and community groups has launched the Million Voters Project, a project organizers are calling the most ambitious voter engagement initiative in New Jersey’s history.
The non-partisan effort aims to connect with at least one million working-class voters, particularly focusing on Latino, Black, Asian American, and Pacific Islander (AAPI), and youth populations as the state prepares for its pivotal gubernatorial election next year.
The coalition, led by groups such as Make the Road New Jersey, seeks to address the chronic underrepresentation of these demographics in state politics.
Using deep canvassing techniques, the Project intends to establish long-term relationships with voters, listen to their concerns, and provide tools for effective political engagement.
Deep canvassing is a form of engagement that focuses on establishing rapport with voters, prioritizing active listening, and creating a safe space for more meaningful conversations with voters. Rather than starting a conversation with a simple candidate or issue identification question, deep canvassing conversations often revolve around open-ended questions that lead to more complex and nuanced conversations.
“The Million Voters Project was formed to fight the cynicism and disengagement that many working-class families, people of color, and young people feel about the political process,” said Nedia Morsy, Deputy Director of Make the Road New Jersey. “This effort is even more important given the historic ballot reforms introduced this year, which abolished the corrupt county line system, empowering voters with fairer ballots.”
New Jersey is the most racially diverse state in the nation, yet its political leadership remains predominantly white and male. By targeting communities historically marginalized in decision-making processes, the coalition hopes to foster greater inclusivity in governance and policy-making.
The Project will concentrate efforts on cities with significant working-class and diverse populations, including Newark, Elizabeth, Paterson, Camden, Atlantic City, and Edison. Findings from these efforts will be shared with candidates to inform campaign priorities, creating a feedback loop between voters and policymakers.
Amber Reed, Co-Executive Director of AAPI New Jersey, underscored the importance of engaging AAPI voters: “Asian Americans and Pacific Islanders are New Jersey’s fastest-growing demographic. No longer on the margins, we are the margin of victory.”
Other leaders echoed similar sentiments about the importance of mobilizing communities of color. “This election is critical for addressing systemic inequities affecting Black communities,” said Racquel Romans-Henry, Policy Director of Salvation and Social Justice. “Elections have profound consequences, and we cannot afford to remain on the sidelines.”
The initiative is supported by a broad network of partners, including the ACLU of New Jersey, Faith in NJ, League of Women Voters of New Jersey, and prominent labor unions such as CWA District 1 and SEIU 32BJ. These groups bring a wide array of expertise, from voter registration to policy advocacy.
“Voting is a cornerstone of our democracy,” said Amol Sinha, Executive Director of the ACLU-NJ. “This project strengthens democracy by ensuring that every voice is heard.”
The Million Voters Project also aims to counter voter apathy, exacerbated by perceptions of inefficiency and neglect in democratic institutions. By connecting directly with voters, the coalition hopes to rebuild trust and engagement among those who have felt ignored or disenfranchised.
“This is about restoring faith in democracy,” said Charlene Walker, Executive Director of Faith in New Jersey. “We believe voting is a critical tool for building the world we envision.”
As the state heads toward a critical election, the Million Voters Project is positioning itself as a transformative force, leveraging community power to shape the future of New Jersey politics.