Background

Two hundred and one votes were the difference in the 2005 election for Greenwood, MS mayor. But after dubious and inconsistent recounting in Republican-dominated precincts, Sheriel Perkins found herself six votes behind the incumbent, spoiling her attempt to become the first African American and first woman to hold the mayor’s office. Following the recount, a local judge ordered a special election

The racially charged race hit a new tenor when the Republican Governor Haley Barbour intervened on behalf of the incumbent mayor. The Governor enjoyed high approval ratings among white voters, but was widely disliked by African Americans. The African American community felt his hand picked judge had robbed Sheriel of the election by voiding the original results.

The community also fixed their anger on the incumbent mayor who harmed hard working low and moderate-income families by opposing a cut in the sales tax on groceries.

Despite the rumblings in the community, Sheriel’s campaign lacked the resources to activate community members and turn them into voters. She needed an effective and tightly run field campaign and precise telephone voter contact to mobilize her base.

We needed to reach the African American community with the issues that mattered to them. Their dislike of the Governor and the grocery sales tax gave us two important weapons. We used live calls to tie the incumbent mayor to the unpopular Governor. And we used the grocery tax to cast the incumbent mayor as out-of-touch and out-for-himself. Lastly, we brought back memories of the stolen 2005 election by reminding voters that a Republican judge handpicked facts to decide the outcome of a case against Sheriel, the Democratic candidate.

240 votes was the difference in this election with Sheriel Perkins coming out ahead of the incumbent. In a telling sign, the incumbent mayor issued no challenge to the results.

With limited resources, no party registration or race information in Mississippi voter files, and against an incumbent mayor with establishment support, we were able to target our voters and bring them out for the election. Combing through census block data and NCEC precinct information, we found our targets and made sure they knew the issues in the race.