“Take 10” 

Turnkey Kit: 

Improving the 

2010 Census 

Mail Participation Rate

Issued January 2009

Form D-3318
Contents

“Take 10” and Your Role........................................................................3

Your Quick-Start “Take 10” Action Plan..............................................5

Step 1: Familiarize Yourself with 2010 Census Messages..................8

Step 2: Enlist the Support of Groups and Organizations in Your 

 Community.....................................................................................10

Step 3: Work with the Media...................................................................12

Step 4: Issue a Challenge.........................................................................14

“Take 10” Challenge Sample Scenarios...................................16

Step 5: Conduct Door-to-Door Outreach................................................17

Step 6: Announce Mail Participation Rate 

 Challenge Winners......................................................................18

Contact Information..................................................................................19
3

U.S. Department of Commerce

Economics and Statistics Administration

U.S. CENSUS BUREAU

“Take 10” Turnkey Kit

Thank you for playing an active role in the “Take 10” initiative. Your support of the 2010 Census is 

instrumental in inspiring people to fill out and mail back their census forms in a timely manner. The Census 

Bureau tracks the rate at which 2010 Census forms are returned by mail. This information can be a very 

powerful motivator in increasing mail participation, thereby decreasing the more costly workload of 

sending census workers to collect responses in person. The “Take 10” program is about communicating 

this participation rate information to the public in a motivational way as those rates change on a daily basis. 

This initiative spans the most intensive time period of the 2010 Census campaign and your involvement is 

critical to achieving a complete and accurate count. This turnkey kit includes all the resources you should 

need to create your own “Take 10” program, conduct community outreach, issue an official “Take 10” 

challenge in your community, and engage the media to help promote the campaign and the importance 

of census mail participation. A number of customizable templates are available in the “Take 10” Turnkey Kit 

section of the 2010 Census Web site. (Look under the “Partners” tab in the “Toolkits” section.)

But first, here is some background on the initiative and information about your role.

“Take 10” and Your Role

What is “Take 10”? 

“Take 10” is a unique government initiative. The 

Census Bureau will provide all of America realtime data on actual census participation

rates on a daily basis. 

More than 130 million addresses will receive 

a 2010 Census form in March 2010. It is vital 

for each household to complete and return 

the form by mail so that everyone is counted. 

Census data are used to reapportion seats 

in the U.S. House of Representatives and for 

the subsequent redistricting of state and 

local governments. Census data also help to 

determine how more than $400 billion per year 

in federal funding is distributed to tribal, state 

and local governments for services that affect 

local communities.

To help inspire as many people as possible to 

return their census form by mail, the U.S. Census 

Bureau has created the “Take 10” initiative. As 

part of this initiative, the Census Bureau will 

ask people to “take 10 minutes” to complete 

and return their form by mail, and to do it 

quickly. After six weeks, in order to meet its 

statutory deadlines, the Census Bureau must 

stop accepting mailed forms and rely instead 

on census workers to go door-to-door to obtain 

any missing census responses in person.
4

U.S. Department of Commerce

Economics and Statistics Administration

U.S. CENSUS BUREAU

“Take 10” Turnkey Kit

Why is an increased MAIL 

PARTICIPATION rate important?

Mailing back the form is the easiest and most 

efficient way to participate in the 2010 Census. 

An increased mail participation rate is critical to 

achieve lower overall costs of conducting the 

census. Obtaining census responses in person 

is expensive, and about $85 million is saved 

for every one percentage point increase in the 

number of forms returned by mail. Additionally, 

responses on census forms that are mailed 

back tend to be more accurate than responses 

collected in person during follow-up operations.

During Census 2000, partners helped reverse 

a decades-long decline in mail participation 

rates. The national mail participation rate by 

the April 2000 cut-off date was 72 percent. 

The Census Bureau has closely studied factors 

affecting mail participation rates and knows 

that the hurdles faced today are even greater 

than they were in 2000. We also know that 

competition and a sense of urgency and 

responsibility can inspire action.

What is my role?

As part of the “Take 10” program, we ask

you – elected officials and Complete Count

Committee (CCC) members – to challenge 

your community to exceed its own mail 

participation rate from Census 2000. As part 

of your challenge, you may want to consider 

engaging other communities or states and 

rally your community to outperform another 

community. This friendly competition will give 

your community a sense of civic pride and 

inspire people to participate in the 2010 Census. 

An interactive, Web-based map at 2010census.gov 

will allow you to track and publicize local mail 

participation rates on a daily basis, and compare 

those rates with other areas. 

From the time the forms are delivered midMarch until the mail cut-off date six weeks 

later, the Census Bureau needs your support 

to inspire and remind people to return their 

forms in a timely manner. By initiating the 

“Take 10” program, you can help spread the 

word about the importance of “taking 10” and 

help to increase the mail participation rate in 

2010. Utilize the resources in this turnkey kit 

to help you develop your mail participation 

rate challenge, announce the challenge to your 

community and inspire census participation.
5

U.S. Department of Commerce

Economics and Statistics Administration

U.S. CENSUS BUREAU

“Take 10” Turnkey Kit

U.S. Department of Commerce

Economics and Statistics Administration

U.S. CENSUS BUREAU

Your Quick-Start “Take 10” Action Plan

Where do you start?

It’s simple.

Here – at a glance – is your “Take 10” action plan broken down into six steps. 

Familiarize yourself with 2010 Census messages. 

Prepare yourself for media interviews, speeches, meetings and public 

appearances by familiarizing yourself with key messages about the 

2010 Census and the “Take 10” initiative. (See page 8.)

Enlist the support of groups and organizations in your community.

Approach businesses or other organizations in your community about using 

their signage to display mail participation rate numbers. Ask businesses to 

sponsor your challenge and provide rewards to your community if your mail 

participation rate goal is met. Also, attend local events, give speeches, reach 

out to Census Bureau partners and work with Regional Census Centers to 

spread the word about the importance and ease of mailing back the census 

form. (See page 10.)

Work with the media.

Partner with the media and ask outlets to print or broadcast mail 

participation rate data and maps on a daily basis. Ask them to post “Take 10” 

Web resources on their Web sites. Submit an op-ed or letter-to-the-editor 

and record public service announcements (PSAs) about the importance 

of mailing back a census form. Give interviews and reach out to reporters 

about the mail participation rate challenge you initiated. (See page 12.)

Issue a challenge. 

Issue a challenge to your community to top its mail participation rate from 

Census 2000. Challenge a counterpart to see whose community can achieve 

a greater mail participation rate increase. You can make the challenges 

media-worthy by offering creative prizes. Please note that the Census 

Bureau does not provide or promise prizes. (See page 14.)
6

U.S. Department of Commerce

Economics and Statistics Administration

U.S. CENSUS BUREAU

“Take 10” Turnkey Kit

6

U.S. Department of Commerce

Economics and Statistics Administration

U.S. CENSUS BUREAU

Conduct door-to-door outreach.

Go to 2010census.gov and identify the areas of your community where 

mail participation rates are lowest. Conduct door-to-door outreach to 

encourage people to complete and mail back their census forms. 

(See page 17.)

Announce mail participation rate challenge winners.

The Census Bureau will provide the last mail participation rate update on 

May 3, 2010. At that time, obtain coverage for your local efforts through 

a press event announcing the local mail participation rate results and 

celebrating the winner of your challenge. (See page 18.)
7

U.S. Department of Commerce

Economics and Statistics Administration

U.S. CENSUS BUREAU

“Take 10” Turnkey Kit

“Take 10” Program Timing

Now that you have your plan outline, 

here are some key dates with outreach ideas:

 February 2010

 Develop your individual “Take 10” outreach plan. Reach out to local 

 businesses, community groups and media outlets about publishing and 

 displaying daily mail participation rate data tables and maps. Also, work 

 with broadcast outlets to record public service announcements. Participation 

 rates from Census 2000 will be posted on the 2010 Census Web site 

 (2010census.gov) for you to see.

 March 2010 Issue “Take 10” challenges to other communities, cities or states.

 March 1, 2010 Ask the media to start airing your “Take 10” PSAs.

 March 15, 2010 Census forms are mailed. Host a local press event to introduce the 

 “Take 10” program and formally issue the challenge.

 March 22, 2010

 Send out a local media advisory, announcing that daily data reporting 

 has begun. Reach out to media outlets and encourage them to issue daily

 updates and reminders.

 March 22 - 

 May 3, 2010

 Mail participation rate data is available daily. Embark on community/door-to-

 door outreach efforts to areas where mail participation rates are lagging. 

 Share information about resources to help members of your community fill 

 out their form, such as the availability of replacement forms, Questionnaire 

 Assistance Centers and Language Assistance Guides. Issue “tweets” or 

 short e-mail blasts to media with daily mail participation rate developments.

 May 3, 2010

 Host press events to announce the results of “Take 10” challenges. Thank 

 the community for participating and encourage those who did not fill out 

 their forms to cooperate with census workers when they come to their 

 door. This is important: cooperative respondents will help streamline follow-

 up operations.
8

U.S. Department of Commerce

Economics and Statistics Administration

U.S. CENSUS BUREAU

“Take 10” Turnkey Kit

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If your enclosed postage-paid envelope is missing, please mail your completed form to: 

U.S. Census Bureau

National Processing Center

1201 East 10th Street

Jeffersonville, IN 47132 

If you need help completing this form, call 1-866-872-6868 between 8:00 a.m. and 9:00 p.m.,

7 days a week. The telephone call is free.

unted in Question 1 on the

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TDD — Telephone display device for the hearing impaired. Call 1-866-783-2010 between

8:00 a.m. and 9:00 p.m., 7 days a week. The telephone call is free. 

¿NECESITA AYUDA? 

1-866-928-2010 entre las 8:00 a.m. y 9:00 p.m., 7 días a la semana. La llamada telefónica

Si usted necesita ayuda para completar este cuestionario, llame al

es gratis. 

The U.S. Census Bureau estimates that, for the average household, this form will take about 10 minutes to

complete, including the time for reviewing the instructions and answers. Send comments regarding this burden

estimate or any other aspect of this burden to: Paperwork Reduction Project 0607-0919-C, U.S. Census

Bureau, AMSD-3K138, 4600 Silver Hill Road, Washington, DC 20233. You may e-mail comments to

<Paperwork@census.gov>; use "Paperwork Project 0607-0919-C" as the subject.

Respondents are not required to respond to any information collection unless it displays a valid approval

number from the Office of Management and Budget.

Step 1: Familiarize Yourself with 

2010 Census Messages

The census is the largest domestic mobilization 

our nation undertakes. We must count 

everyone once, and only once, and in the right 

place. A complete census count is needed 

to ensure accurate allocation of funding as 

well as representation in the U.S. House of 

Representatives. To ensure a successful 

2010 Census, we must increase the mail 

participation rate. To do so, we must spread the 

word that mailing back a form is the easiest and 

most effective way to participate in the census.

The Census Bureau cannot do this alone. We 

rely on partners, like you, to help us get the 

word out. We look to you to engage your 

community and the media, explain the benefits 

of the census and encourage people to mail 

back their forms.

You are a trusted member of your community, 

and when you speak, people listen. You can 

help us overcome the strongest barriers to 

participation and shine light on the benefits an 

accurate count can bring to your community. 

Whether dealing with the media, reaching 

out directly to members of the community or 

participating in a “Take 10” challenge, you can 

deliver messages that will inspire people to take 

part in the 2010 Census. You can help them 

understand that mailing back their form is easy, 

important and safe. 

Use the following messages 

to spread the word:

Census participation is easy.

\ Mailing back your form is the easiest way 

to participate in the 2010 Census. 

\ One of the shortest census forms in 

U.S. Census history, the 2010 Census 

form asks 10 questions and takes about 

10 minutes to complete.

\ Census forms will be delivered or mailed 

to households in March 2010.

\ Upon receipt, complete and return the 

census form in the postage-paid, return 

envelope. Responses to the census form 

should include everyone living at your 

address; relatives and nonrelatives.

\ Census workers will visit households 

that do not return forms to take a count 

in person. 
9

U.S. Department of Commerce

Economics and Statistics Administration

U.S. CENSUS BUREAU

“Take 10” Turnkey Kit

Census participation is important.

\ Everyone in the United States must be 

counted. This includes people of all ages, 

races and ethnic groups; citizens and 

noncitizens.

\ Census data determine how more than 

$400 billion per year in federal funding 

is distributed to tribal, state and local 

governments.

Census participation is safe.

\ By law, the Census Bureau cannot share 

respondents’ answers with anyone, 

including other federal agencies and law 

enforcement entities. 

\ All Census Bureau employees take an 

oath of nondisclosure and are sworn 

for life to protect the confidentiality of 

the data. 

\ The penalty for unlawful disclosure is a 

fine of up to $250,000 or imprisonment 

of up to five years, or both. 

Messages for 

Messages for “Take 10” 

Advocates:

\ I’m challenging my community to 

improve upon their Census 2000 mail 

participation rates because it saves 

money and ensures an accurate count. 

\ Join me in taking 10 minutes to mail 

back your form. It is important to our 

community because data collected help 

determine locations for new schools, 

hospitals and roads. It also will determine 

how we are represented at all levels 

of government.

\ About $85 million is saved for every one 

percent increase in mail participation.

\ The Census Bureau saves $60-$70 per 

census form that is returned by mail.

\ High mail participation rates reduce the 

number of census workers who must go 

door-to-door to collect census data.
10

U.S. Department of Commerce

Economics and Statistics Administration

U.S. CENSUS BUREAU

“Take 10” Turnkey Kit

Step 2: Enlist the Support of Groups

and Organizations in Your Community

To improve the mail participation rate in your area, you must communicate directly with people in your 

community. During February 2010, approach businesses and other local organizations to discuss ways 

in which you can work together to raise awareness of the 2010 Census and the “Take 10” initiative. 

Some ideas include:

\ Ask businesses or other organizations 

about using their signage to post “Take 10” 

messages and daily mail participation rate 

data. Local community centers, train and 

bus stations, stadiums, arenas and quickservice restaurants are ideal spots for 

displaying this information. They typically 

have highly visible signs they can easily 

update. Businesses without access to 

large signs can still help spread the word 

by posting daily updates and other “Take 

10” messages on their Web sites. All of 

this information, including special maps 

showcasing participation rates, can be 

found at 2010census.gov.

\ Attend local events such as sporting 

events, festivals, flea markets, parades, 

farmers markets and fairs. Give speeches 

or talk to the public about the importance 

of “taking 10.”

\ Work with Regional Census Centers to 

identify Census Bureau partners in your 

area, meet with them and supplement 

their efforts. 

\ Approach local businesses about 

providing a prize or reward to their 

customers if the Census 2000 mail 

participation rate is topped. Rewards could 

include such things as an hour of free 

coffee, a 10 percent shopping discount on 

a particular day, a free performance by a 

local music or theater group, or free movie 

tickets to children.

\ Leverage your Web site or social 

networking sites to interact with 

members of your community. 

\ Work with local “celebrities” to record 

PSAs that can motivate the public to 

pay attention and participate in the 

“Take 10” initiative.
11

U.S. Department of Commerce

Economics and Statistics Administration

U.S. CENSUS BUREAU

“Take 10” Turnkey Kit

Use the following resources to help with your outreach:

Web resources 

Leverage the Web to educate and interact 

with people in your community. Refer to the 

sample Web site copy in this toolkit and ideas for 

sharing information on social networking sites, 

such as Facebook, Twitter and MySpace. Web 

resources are available as separate electronic 

files in the kit.

Sample speech and talking points

Reach out to people in your community and tell 

them how important it is to mail back their form. 

Incorporate talking points and information about 

the 2010 Census and the “Take 10” initiative into 

speeches or tailor the sample speech to fit your 

event. The sample speech and talking points are 

available as a separate electronic file in this kit. 

Sample newsletter content

Use the sample copy in your own 

communications or share it with business 

and community groups to include in their 

own newsletters. You can customize the copy 

to include statistics about your area’s mail 

participation rate, update your community on 

your challenge or provide information about 

upcoming events. The newsletter copy is 

available as a separate electronic file in this kit.

Poster and flier templates

Use the poster and flier templates to create 

your own materials. Add information about 

local events or include inspirational messages 

to encourage people in your community to 

mail back their form. Distribute them to local 

businesses and community groups or display the 

posters and fliers in high-traffic areas. The flier 

and poster templates are available as separate 

electronic files in this kit.

Issued January 2010

Form D-3318

“Take 10” Turnkey Kit

Newsletter and Web site Copy

Customize this copy with specific details about your state, city or community, and, if applicable, 

include information about the challenge you are posing to increase participation. 

“Take 10” and Help <<YOUR CITY>> Get What it Needs for the Next 10 Years

In March 2010, more than 130 million addresses will receive a 2010 Census form by mail or 

hand delivery. The 2010 Census will document the changes in our nation since the last 

decennial census in 2000, and tell us how we’ve evolved as a country. Because census data 

affect how more than $400 billion in federal funding is distributed to tribal, state and local 

governments, the census also will frame the future of our country and our community for the 

next 10 years. 

During Census 2000, the mail participation rate was 72 percent as of the April 2000 cut-off. 

About $85 million is saved for every one percent increase in mail participation. For these and 

many other reasons, we must work to encourage everyone’s participation in the census. 

Here’s what you should know about the 2010 Census: 

It’s easy. One of the shortest census forms in history, the 2010 Census form asks 10 questions 

and takes about 10 minutes to complete. The individual in whose name the housing unit is 

rented or owned should complete the form on behalf of every person living there, both relatives 

and nonrelatives. 

It’s important. Census data are used to reapportion seats in Congress and ensure proper 

district representation in state and local governments. Information from the census helps 

determine locations for child-care and senior centers, new roads, hospitals, schools and 

community centers. 

It’s safe. By law, the U.S. Census Bureau cannot share respondents’ answers with anyone, 

including other federal agencies and law enforcement entities. All Census Bureau employees 

take an oath of nondisclosure and are sworn for life to protect the confidentiality of the data. The 

penalty for unlawful disclosure is a fine of up to $250,000 or imprisonment of up to five years, or 

both.

Finally, the most efficient way to respond to the 2010 Census is to complete the form as soon as 

it arrives and return it in the postage-paid return envelope. Census workers will visit households 

that do not return forms to take the count in person.

<<If applicable, include details about your 2010 challenge here.>>

<<I/we>> are issuing a challenge to this <<city/community>> to increase the mail participation

rate and help ensure a complete and accurate count in 2010. 

For more information about <<your city challenge>> visit <<Complete Count Committee (CCC)

contact/organization site>>. For more information about the 2010 Census and the “Take 10”

initiative, visit 2010census.gov. 

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12

U.S. Department of Commerce

Economics and Statistics Administration

U.S. CENSUS BUREAU

“Take 10” Turnkey Kit

The media can help you reach members of your community and draw attention to the “Take 10” 

initiative. Use the media to promote a specific challenge or simply spread the word about the 

2010 Census and the importance of mailing back the census form. Here are some tips on how to 

work with the media:

Step 3: Work with the Media

\ In February 2010, approach media 

outlets and ask them to print or broadcast 

mail participation rate data tables and 

maps on a daily basis between March 22 

and May 3, 2010. Data tables and maps are 

available on 2010census.gov. 

\ Work with broadcast outlets to record 

PSAs about the importance of mailing 

back a census form. These should start 

airing on March 1, 2010.

\ Provide content to reporters such as 

matte releases/drop-in articles, op-eds or 

letters to the editor. 

\ Alert the media about any “Take 

10” challenges initiated in the area. 

Remember to mention creative prizes.

\ Participate in interviews about the 

importance of the 2010 Census and 

encourage your community members to 

complete and mail back their forms.
13

U.S. Department of Commerce

Economics and Statistics Administration

U.S. CENSUS BUREAU

“Take 10” Turnkey Kit

This turnkey kit includes several resources to help with your 

media outreach:

Sample press releases and media alert

Use these releases to explain the importance 

of mailing back a census form and to announce 

a “Take 10” challenge. Share the releases with 

local media, post them to Web sites and share 

with internal and external audiences. Customize 

the releases to include your own quotes, area 

mail participation rate statistics and information 

about local events and mail participation rate 

challenges. Please do not adjust the quote 

from the Census Bureau Director. The news 

releases are available as a separate electronic 

file in this kit.

Sample PSA scripts

PSAs are an easy and effective method to 

encourage members of your community to mail 

back their census forms. Available as a separate 

electronic file in this kit, this document contains 

sample scripts of varying duration. Customize 

the content as you see fit. As a community 

leader or elected official, you can record these 

PSAs yourself or work with local “celebrities,” 

from DJs and news anchors, to athletes and 

musicians, to record and air the PSAs.

Sample letter-to-the-editor, drop-in/matte 

article and op-ed

Reach out to editors and reporters and offer 

the drop-in/matte article to help them frame 

their stories. Submit the sample op-ed to a local 

publication to garner coverage on the editorial 

page. Submit the letter-to-the-editor to respond 

to articles the publication recently ran about the 

2010 Census. The sample drop-in/matte article, 

letter-to-the-editor and op-ed are available as 

separate electronic files in this kit.

Talking points

Set up interviews with print and broadcast 

outlets to discuss the “Take 10” initiative, a local 

challenge and the importance of mailing back 

census forms. Available as separate electronic 

files in this kit, these talking points will help you 

prepare for media interviews.

Issued January 2010

Form D-3318

“Take 10” Turnkey Kit Letter to the Editor

Customize this letter with information specific to your community’s past census mail participation rates or your local challenge. Place this letter on your letterhead (if applicable) before sending. When submitting a letter to the editor, please keep the following in mind:

1. Call your local publication and ask where to e-mail, mail or fax your letter.

2. Some publications have word limits on letters to the editor. Ask your publication what its guidelines are for length or word count.

3. Localize the letter as much as possible. Elements you may want to research may 

include:

a. Is your state at risk of losing a seat in Congress?

b. Can you quantify the impact of an undercount?

c. What local initiative would a complete count help fund? 

4. Be sure to sign your name and include your phone number so the publication can call and verify you as the author. 

<<Date>>

Dear Editor, In March 2010, every household across the nation will receive a census form. Required once every 10 years by the U.S. Constitution, the 2010 Census will count every man, woman and child living in the United States. 

Every year the federal government distributes more than $400 billion to tribal, state and local governments based on census data. But a lack of participation can result in our community and nation receiving less federal funding and less access to important services and resources than we might otherwise have received. <<add information about local initiatives>> 

Census data also are used to reapportion seats in Congress and assure proper district representation in state and local governments. <<add any information about losing congressional seats>> An accurate count will help ensure the people in this community are fairly represented in all levels of government.

During Census 2000, XX percent of households in <<City/State>> returned their census forms 

by mail. Nationally, 72 percent did so as of the April 2000 cut-off. I believe we can do even 

better in 2010. That’s why today, <<I/we>> <<am/are>> issuing a challenge to everyone in 

<<City/State>> to take 10 minutes to participate in the census by answering the 10-question 

census form. Together, we can create a better tomorrow for ourselves, our family and our 

community. 

Sincerely,

<<Name>>

<<Title>> <<Organization Name> Issued January 2010

Form D-3318

“Take 10” Turnkey Kit

Public Service Announcements

Public service announcements (PSAs) are free, non-commercial spots on radio, television and the Web designed to alert the community about a program or issue vital to the public interest. Complete Count Committee (CCC) members and elected officials should leverage their local popularity and regional influence and record PSAs. These PSAs can explain the benefits of the 

2010 Census and encourage people to take 10 minutes to complete and mail back their forms. 

Contact station directors at local outlets to discuss stations’ individual PSA recording and airing 

policies. 

To help with your efforts, consider using all or part of these sample PSA scripts. Whenever possible, consider customizing the scripts to provide information about your own mail participation rate challenge. These PSAs are designed to air from March 1, 2010, through April 

30, 2010.

:15 PSA script

Hi, I’m <<insert name>> and I need you to take 10 minutes to fill out your census form and mail it back. It is important to our community because census data help fund new schools, hospitals and roads and will determine how we are represented at all levels of government. Visit 2010census.gov for more information. 

:30 PSA script

Hi, I’m <<insert name>> and I need you to take 10 minutes to fill out your 2010 Census form 

and mail it back. The short, 10-question form will help determine how more than $400 billion per year in federal funding is distributed to tribal, state and local governments. Census data help shape the future of our community by determining which schools receive funding for improvements, where new hospitals and roads will be built and how we are represented at all levels of government. Remember, take 10 minutes to complete and mail back your form and make a lasting impact on our community. Learn more by visiting 2010census.gov.

:45 PSA script

Hi, I’m <<insert name>> and I need you to take 10 minutes to fill out your 2010 Census form 

and mail it back. The short, 10-question form will help determine how more than $400 billion per year in federal funding is distributed to tribal, state and local governments. Census data help shape the future of our community. The data help determine which schools receive funding for 

improvements, where new hospitals and roads will be built and how we are represented at all levels of government. Everyone in the United States must be counted, and census workers will 

visit households that do not return forms to take the count in person. By mailing back the form, 

you reduce the cost of the census by reducing the number of census workers who must go 

door-to-door to collect data. Take 10 minutes to fill out and mail back the form. The future of our community depends on it. Learn more by visiting 2010census.gov.

Issued January 2010

Form D-3318

“Take 10” Turnkey Kit

Talking Points

As part of your outreach efforts under the “Take 10” initiative, we ask that you speak with local businesses and other organizations, the media and members of your community. To help you communicate about the benefits of the 2010 Census, the census process and the importance of mailing back a form, we created the following talking points. Please use them to help frame speeches, media interviews and everyday conversations.

Importance of the 2010 Census

• The census helps paint a portrait of America by showing how the country evolved over the past 10 years and what America needs for the next 10 years.

• The 2010 Census is more than just a population count. It’s about the future and well being of our community and country. -

 

• Census data are used to reapportion seats in the U.S. House of Representatives and for the subsequent redistricting of state and local governments.

• Census data help to determine how more than $400 billion per year in federal funding is distributed to tribal, state and local governments for important social services that affect local communities like ours. 

• Census data can help fund services for people in poverty, establish facilities for people with disabilities, determine locations for hospitals and senior centers, and forecast transportation needs, such as new roads and public transit options. 

Explaining the Census Process

• Everyone in the United States must be counted. This includes people of all ages, races, ethnic groups; citizens and noncitizens. 

• Census forms will be delivered or mailed to households in March 2010. 

• Households should complete and mail back their forms upon receipt. Remember, we can’t move forward until you mail it back.

• Census Day is April 1, 2010. Responses to the census form should include everyone who will be living at your address on that date. (It is not necessary to wait until Census Day to return census forms, however. Forms should be returned as quickly as possible.) People should be counted at the residence where they live or sleep most of the time.

• The individual in whose name the housing unit is rented or owned should complete the form on behalf of every person living in the residence, both relatives and nonrelatives.

• Census workers will visit households that do not return forms to take the count in person. 

Issued January 2010

Form D-3318

“Take 10” Turnkey Kit

Media Alert Copy

As part of the “Take 10” initiative, we ask that you hold press conferences or participate in other media-friendly events to provide information about the 2010 Census and encourage members of your community to mail back their forms. Below are important 2010 Census milestones around which you can schedule your events:

• The issuing of a mail participation rate challenge (date of your choosing) • Census form mail-out (March 15, 2010) • First day of mail participation rate data availability (March 22, 2010) • Last mail participation rate update and announcement of challenge winners (May 3, 

2010) 

To inform the media of your planned event and encourage attendance, issue an alert to media outlets prior to the event date. Below is a sample alert about a press conference announcing a mail participation rate challenge. Please customize this alert to reflect the details of your own event(s).

Mayors Doe and Smith to Hold Press Conference to Announce 2010 Census Mail Participation Challenge

What: Mayors John Doe and Jane Smith will hold a joint press conference to issue a 2010 Census mail participation rate challenge. This friendly competition is an effort to encourage members of the towns of Northside and Southside to mail back their 2010 Census forms upon receipt and mail participation to eclipse their Census 2000 rates. 

Mailing back a form ensures an accurate count and lowers the cost of the 2010 Census by reducing the number of census workers who must go door-to-door to collect census data. About $85 million is saved for every one percent increase in mail participation. 

When: March 10, 2010

Who: John Doe, Mayor of Northside Jane Smith, Mayor of Southside 

Where: City Hall

 1234 Main Street

 Northside, Calif. 90000 

 

MEDIA CONTACT: Ann Jones (123-456-7890, ajones@email.com)

For more information about the 2010 Census, visit 2010census.gov

-X- 
14

U.S. Department of Commerce

Economics and Statistics Administration

U.S. CENSUS BUREAU

“Take 10” Turnkey Kit

Step 4: Issue a Challenge

To generate excitement and create a buzz about the 2010 Census, we encourage you to issue mail 

participation rate challenges to your community.

By creating friendly and fun “Take 10” competitions with creative prizes awarded at the end, your 

community will become more engaged in and educated about the census process. We want to 

provide motivation for completing and returning the form and inspire a sense of civic pride. 

Additionally, the uniqueness of these challenges will garner media attention, which will in turn create 

further awareness about the 2010 Census.

Below are some tips on 

executing MAIL PARTICIPATION

RATE challenges:

Determine what kind of challenge you want 

to issue. 

We have separated challenges into two 

categories: a locally-based challenge where the 

community must top its own Census 2000 mail 

participation rate, and a competitive challenge 

where one CCC or elected official challenges a 

counterpart to see which community can achieve 

a larger mail participation rate increase than its 

own Census 2000 rate. 

Identify an appropriate counterpart.

Make sure the competitive challenge involves 

peers at the same level. For example, governors 

should challenge governors, a state CCC should 

challenge another state CCC, mayors should 

challenge mayors and so on. Since 2000 mail 

participation rates varied widely throughout the 

country, you may want to challenge an area that 

had a comparable rate to your own to make it 

more competitive. You can conduct that research 

at 2010census.gov. Your challenge can also 

gain added interest by building on pre-existing 

relationships built around sports rivalries, similar 

industries or geographic proximity. 

How do I identify 

a competitor?

Build off rivalries, such as:

\ Battle of the twin cities 

(St. Paul vs. Minneapolis, or 

Dallas vs. Fort Worth)

\ Dairy state vs. dairy state 

(Wisconsin vs. California)

\ Sports city vs. sports city 

(Boston vs. New York, or 

Chicago vs. St. Louis)

\ Fashion industry vs. 

fashion industry 

(New York vs. Los Angeles)

\ Citrus state vs. peach state 

(Florida vs. Georgia)
15

U.S. Department of Commerce

Economics and Statistics Administration

U.S. CENSUS BUREAU

“Take 10” Turnkey Kit

Offer a creative prize. 

To generate excitement around the challenge 

and make the competition media-worthy, 

offer a creative prize to the winner. For 

locally-based challenges where communities 

are simply competing against their own 

Census 2000 rates, work with businesses to 

offer prizes for people in the area, such as 

free goods or discount prices. Please note 

that the Census Bureau does not provide or 

promise prizes. 

Determine the goals for each locale.

Regardless of the type of challenge issued, 

locales should compete to exceed their own 

mail participation rates from Census 2000. 

The winner of the challenge is the one with 

the greatest improvement. In areas where 

data from Census 2000 are not available, the 

challenge should be designed to beat the 

Census 2000 mail participation rate of 

72 percent, which was the national rate as of 

the April 2000 cut-off. Go to 2010census.gov to 

see your area’s 2000 mail participation rates.

Leverage the media.

Issue a press release and media alert outlining 

your challenge and explaining the prize. Host a 

press conference with the competing CCC or 

elected official. Conduct interviews about the 

benefits of participating in the 2010 Census, 

the ease of mailing back census forms and the 

status of your challenge. Provide daily updates 

on the mail participation rates to media outlets 

for inclusion on Web sites, in print and on 

broadcast news programs. Page 13 describes 

the media outreach tools available to you as 

separate electronic files in this toolkit. 

Connect with your community through 

social media.

Establish a profile on social media sites, such as 

Facebook, MySpace and Twitter, to communicate 

directly to the public. Build excitement, 

encourage participation, provide regular updates 

on the mail participation rates and drive people 

to 2010census.gov. Encourage people to share 

stories about helping raise awareness about the 

2010 Census.

What’s the prize?

For locally-based challenges, partner 

with a business to provide free coffee 

for an hour, a free performance by a 

local music group, free movie tickets 

or a 10 percent shopping discount. 

For prizes in the competitive 

challenges, members of CCCs or 

elected officials could offer to 

serve as a mascot in a peer’s local 

parade, perform a community service 

in the winning community or deliver 

a supply of goods for which one 

area is famous. Possibilities include: 

New England clam chowder, 

Wisconsin cheese, Kansas City 

barbecue sauce, Washington apples 

or California raisins.
16

U.S. Department of Commerce

Economics and Statistics Administration

U.S. CENSUS BUREAU

“Take 10” Turnkey Kit

Use these scenarios to help execute your challenge.

“Take 10” Challenge Sample Scenarios

Competitive challenge in action

Wanting to leverage her county’s 

competitive nature to encourage people 

to mail back their census forms, county 

executive Jane Doe, the head of the 

largest orange-growing county in Florida, 

issued a challenge to county executive Joe 

Smith, her peer in Georgia’s largest peachgrowing county. The challenge stated: 

whichever county achieved the greatest 

increase over their 2000 mail participation 

rates would win a truckload of produce 

from the other county to be donated to 

a local food bank. Once agreeing to the 

challenge, Jane and Joe issued press 

releases outlining the challenge and 

providing information on the importance 

of mailing back census forms. 

For a month, Jane and Joe issued daily 

updates about the mail participation 

rate and inspired their communities 

through a mix of media outreach, online 

social networking and public signage. 

Then, each held a press conference to 

announce the challenge winner and final 

mail participation rate numbers. Joe’s 

county won because the county’s 2010 

mail participation rate exceeded the 2000 

mail participation rate by five percentage 

points (65 percent in 2000 and 70 percent 

in 2010). Jane’s county only improved the 

mail participation rate by four percentage 

points (70 percent in 2000 and 74 percent 

in 2010). Later that week, Joe Smith 

accepted delivery of the prize, a truckload 

of oranges, at the county’s main food bank. 

Locally-based challenge in action

Wanting his city to improve its mail 

participation rate from Census 2000, 

Mayor Pat Jones knew he needed 

to challenge his community. Jones 

approached local businesses and asked 

them to provide rewards to the people 

of the city if the mail participation rate 

in 2010 topped the 2000 numbers. On 

March 15, 2010, the day of the census form 

mail-out, Jones held a press conference 

and issued a news release challenging the 

city to increase its mail participation rate. 

He stated that, if the county achieved its 

goal, The Coffee Café would offer free 

coffee to the city’s residents from 9 a.m. 

to noon on May 8. In addition, Discount 

Cinema would offer free movie tickets 

to the first 100 children who visited the 

theater on May 9. 

For the next few weeks, Jones issued 

daily updates about the mail participation 

rate and inspired people to mail back 

their forms through a mix of media 

outreach, online social networking and 

public signage. At a press conference on 

May 3, 2010, Jones announced that the 

city had met its mail participation rate 

goal. The city achieved a 68 percent mail 

participation rate in 2010 compared to a 

66 percent mail participation rate in 2000. 

As a result, the local coffee shop would 

give out free coffee the following Friday 

morning, and the local movie theater 

would provide free tickets for children 

under 12 the following Saturday.
17

U.S. Department of Commerce

Economics and Statistics Administration

U.S. CENSUS BUREAU

“Take 10” Turnkey Kit

Step 5: Conduct Door-to-Door Outreach

From March 22 through May 3, 2010, daily mail participation data will be available at 2010census.gov 

both in table and map form. You can view the Web-based maps at nine different levels of detail: 

national, state, county, city, consolidated city, municipality, congressional district, minor civil division 

and collection tract. Use these maps to determine which areas in your community have the lowest mail 

participation rates and focus door-to-door outreach there. 

This turnkey kit contains the following resources to aid in your door-to-door outreach:

Poster and flier templates

Use the poster and flier templates to create 

your own materials. Add information about 

local events or include inspirational messages 

to encourage people in your community to 

mail back their form. Distribute or display the 

posters and fliers in high-traffic areas. The flier 

and poster templates are available as separate 

electronic files in this kit.

Door drop flier 

Designed to inspire and encourage people to 

mail back their census forms, distribute the 

door drop flier at residences in areas of low 

mail participation rates. The door drop flier is 

available as a separate electronic file in this kit.

Stickers

Print out the “I took 10 in 2010” stickers and 

give them to members of your community who 

completed and returned their census forms. 

Similar to the “I voted” stickers distributed 

on Election Day, these stickers serve as both 

an acknowledgement and a reminder about 

completing and returning census forms. 

These stickers are designed to be printed on 

1.5” diameter white labels, such as Avery® #8293 

for inkjet printers. Labels are widely available at 

local office supply stores. The sticker template is 

available as a separate electronic file in this kit. 

take

in

Your 2010 Census form will arrive in March. Every year, the federal government distributes $400 billion to tribal, state and local governments based on census data. Please take 10 minutes to complete and mail back your census form. Make a difference in your community. 

The 2010 Census: A Snapshot

\ The census is a count of everyone in the United States; citizens and noncitizens. 

\ The individual in whose name the housing unit is rented or owned should complete the form on behalf of every person living in the in the residence; relatives and nonrelatives. 

\ Complete and mail back the census form as soon as it arrives. Census workers will visit households that do not return the form to take the count in person. The 2010 Census is easy, important and safe. By law, your personal information cannot be shared 

with anyone.

For more information, visit 2010census.gov.
18

U.S. Department of Commerce

Economics and Statistics Administration

U.S. CENSUS BUREAU

“Take 10” Turnkey Kit

Step 6: Announce Mail Participation Rate 

Challenge Winners

The Census Bureau will provide the last mail participation rate update on May 3, 2010. At that time, 

you should hold a press conference to share your area’s mail participation results as well as announce 

the winner of your challenge. 

Issued January 2010

Form D-3318

“Take 10” Turnkey Kit 

Sample Press Release: Challenge Winner 

For distribution on May 3, 2010.

<<Insert Name of Community>> Wins 2010 Census 

Mail Participation Rate Challenge 

<<Insert name of community>> to Receive <<name prize>> after Accomplishing a Mail 

Participation Rate of XX Percent

With a mail participation rate of XX percent which was XX percentage points higher than the 

Census 2000 rate, <<insert name of community>> has won its mail participation rate challenge. 

<<insert details about the challenge and prizes>>. 

“I’d like to congratulate and thank all the people of <<insert community>> for completing and 

mailing back their census forms and ensuring our community is accurately counted,” said 

<<insert name and title>>. “For those of you who were not able to return a form, you can still be 

counted. Please work with the census workers who will be visiting you shortly to take the count 

in person.” 

Beginning this month, census workers will visit in person every residence that did not mail back 

a completed census form. Census workers will also re-visit every address that was previously 

classified as vacant or as non-existent to ensure that classification was correct and to take the

count in person if the address was misclassified. To count the more transient populations, 

census workers will visit service-based locations, such as soup kitchens and shelters. Census 

workers can be identified by a census bag and badge.

For more information visit 2010census.gov.

-XIssued January 2010

Form D-3318

“Take 10” Turnkey Kit

Media Alert Copy

As part of the “Take 10” initiative, we ask that you hold press conferences or participate in other 

media-friendly events to provide information about the 2010 Census and encourage members of 

your community to mail back their forms. Below are important 2010 Census milestones around 

which you can schedule your events:

• The issuing of a mail participation rate challenge (date of your choosing)

• Census form mail-out (March 15, 2010) 

• First day of mail participation rate data availability (March 22, 2010) 

• Last mail participation rate update and announcement of challenge winners (May 3, 

2010) 

To inform the media of your planned event and encourage attendance, issue an alert to media 

outlets prior to the event date. Below is a sample alert about a press conference announcing a 

mail participation rate challenge. Please customize this alert to reflect the details of your own 

event(s).

Mayors Doe and Smith to Hold Press Conference to 

Announce 2010 Census Mail Participation Challenge

What: Mayors John Doe and Jane Smith will hold a joint press conference to issue a 

2010 Census mail participation rate challenge. This friendly competition is an 

effort to encourage members of the towns of Northside and Southside to mail 

back their 2010 Census forms upon receipt and to eclipse their Census 2000 

mail participation rates. 

Mailing back a form ensures an accurate count and lowers the cost of the 2010 

Census by reducing the number of census workers who must go door-to-door to 

collect census data. About $85 million is saved for every one percent increase in 

mail participation. 

When: March 10, 2010

Who: John Doe, Mayor of Northside

 Jane Smith, Mayor of Southside 

 

Where: City Hall

 1234 Main Street

 Northside, Calif. 90000 

 

MEDIA CONTACT: Ann Jones (123-456-7890, ajones@email.com)

For more information about the 2010 Census, visit 2010census.gov

-XPrior to May 3, 2010, issue a media alert to 

local outlets announcing your plan to hold 

a press conference. On the day of the press 

conference, distribute a press release with the 

mail participation rate and detailing the challenge 

prize. During the press conference, provide 

specifics about the prize and thank the members 

of your community for participating. Also, use the 

press conference as an opportunity to encourage 

those who did not mail back a census form to 

cooperate with the census workers who will take 

the count in person. 

The customizable media alert and press release 

are available as separate electronic files in this kit.

THANK YOU FOR PARTNERING WITH THE CENSUS BUREAU.

TOGETHER WE CAN INSPIRE EVERYONE TO “TAKE 10”

FOR AN ACCURATE 2010 CENSUS.
19

U.S. Department of Commerce

Economics and Statistics Administration

U.S. CENSUS BUREAU

“Take 10” Turnkey Kit

Regional Census Center Contact Information

Atlanta

Phone: 404-865-1119

Web: census.gov/atlanta

Regional director: George Grandy, Jr.

Boston

Phone: 617-223-3800

Web: census.gov/boston

Regional director: Kathleen Ludgate

Charlotte

Phone: 704-936-4269

Web: census.gov/charlotte

Regional director: William Wayne Hatcher

Chicago

Phone: 312-454-2714

Web: census.gov/chicago

Regional director: Stanley D. Moore

Dallas

Phone: 512-864-4855

Web: census.gov/dallas

Regional director: Gabriel A. Sanchez

Denver

Phone: 720-475-3677

Web: census.gov/denver

Regional director: Cathy L. Illian

Detroit

Phone: 313-396-5144

Web: census.gov/detroit

Regional director: Dwight P. Dean

Kansas City

Phone: 816-994-2100

Web: census.gov/kansascity

Regional director: Dennis R. Johnson

Los Angeles

Phone: 818-717-6787

Web: census.gov/losangeles

Regional director: James Christy

New York

Phone: 212-356-3263

Web: census.gov/newyork

Regional director: Lester A. Farthing

Philadelphia

Phone: 215-717-1060

Web: census.gov/philadelphia

Regional director: Fernando E. Armstrong

Seattle

Phone: 425-908-3002

Web: census.gov/seattle

Regional director: Ralph J. Lee

Los Angeles 

Region

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