Market Research Foundation
Market Research Foundation (MRF) is a right-leaning organization that uses data research and predictive analytics to encourage civic engagement by providing information to the public through a combination of microtargeting and voter activation efforts. MRF supports right-of-center campaigns by providing relevant information using its modern contact techniques, with a strong focus on Generation Z and non-college white voters. 1
Contents
Activities
Market Research Foundation focuses much of its research on non-college white voters, which it reports as being 44% of all voters in the U.S. MRF claims that non-college white voters played a crucial role in the 2020 elections and that there are still millions of non-college white Americans whose concerns need to be understood and addressed in upcoming campaigns to turn them into voters. 3
In a 2021 memo, Market Research Foundation notes that non-college white voter turnout played a crucial role in the election of President Donald Trump in 2016. MRF goes on to say that non-college white voter turnout was even higher in the 2020 elections in the Rust Belt states. While there has been a demographic shift due to an increase in education among white Americans, Market Research Foundation reports that non-college whites still make up more than half of eligible voters in states like Ohio, Pennsylvania, Michigan, and Wisconsin. 4
Market Research Foundation has shifted its youth vote research and analysis from Millennials to Generation Z, which it defines as individuals born after 1995 and reports to be 26% of the population. MRF claims that because Generation Z has the potential to greatly impact the 2024 elections, much research is needed to understand its motivations in order to reach them with messaging. Market Research Foundation points to the success of the Obama 2012 presidential campaign in capitalizing on Millennial voters and urges conservatives to do the same with Generation Z in order to win elections. 5
Funding
Market Research Foundation is funded by donations from individuals, foundations, and corporations. While MRF does not disclose its donors, tax filings confirm significant donations from Donors Capital Fund ($3.7 million in 2016) 6 and Donors Trust ($1 million in 2018). 7
People
Staff
Shelby Smith is the lead data scientist at Market Research Foundation and a data scientist software engineer at Young Americans for Liberty. 8
Board of Directors
Bill Wilson is a founding member of Americans for Limited Government, the former vice president of operations of the National Right to Work Committee, and a former advisor at U.S. Term Limits. 9
Annette Glenn is a member of the Michigan House of Representatives. 10 Glenn is a former vice-chair of the College Republican National Committee and former member of the Idaho Republican Party executive committee. 11
Peter Conlin is an attorney for the California State Assembly and the California Senate GOP caucus. 11
Financial Statistics
Total Assets
Total Revenue
Total Expenses
Revenue Detail
Expenses Detail
Employee Compensation
- Number of Employees: 1
Highest Earning Employees
| Employee | Title | Total Compensation |
|---|---|---|
| William Wilson | CHAIRMAN | $210,000 |
Grant Activity
All-time grants received statistics from Candid dataset:
- Total Grant Value: $1,818,000
- Number of Grants: 11
- Number of Funders: 5
Selection of highest value grants received from the last seven years:
All-time grants given statistics from Candid dataset:
- Total Grant Value: $258,500
- Number of Grants: 4
- Number of Recipients: 2
Selection of highest value grants given from the last seven years:
| Amount | Year | Funder | Subject |
|---|---|---|---|
| $20,000 | 2021 | Americans for Limited Government Foundation | GENERAL SUPPORT |
| $16,000 | 2022 | Americans for Limited Government Foundation | GENERAL SUPPORT |