Rock the Vote

What Rock the Vote does

Rock the Vote is a 501(c)(3) nonpartisan nonprofit founded in 1990 and headquartered at 200 Massachusetts Ave. NW, Suite 700, Washington, DC. Its mission is to engage and build the political power of young people (primarily ages 18-29) by lowering the friction of voter registration and participation through civic technology, pop-culture-driven programs, and a large partner network. The organization has helped register nearly seven million voters through its online platform since launch and operates alongside an affiliated 501(c)(4) entity, Rock the Vote Action Fund, which handles advocacy activities.

The core asset is a cloud-hosted (Amazon Web Services) civic technology suite centered on the Online Voter Registration (OVR) Platform — a mobile-friendly, multilingual system available in 13 languages, pre-registered by the 2014 Bipartisan Presidential Commission on Election Administration. The platform is exposed through embeddable widgets, a white-label customization layer, and a public REST API (documented via GitHub) that partners use to build custom solutions such as VotoLatino's VoterPal mobile app. Connected Voter Registration integrations in Pennsylvania, Virginia, Michigan, and Washington allow registrations to be submitted directly to state election databases, including a Pennsylvania-only Android app with offline support and stylus-based electronic signatures — enabled by PA's Web API permitting direct upload. Adjacent tools cover absentee ballot requests, voter status lookup, election reminders (Pledge to Vote), polling-place and election-official lookup, and poll worker recruitment.

Rock the Vote monetizes through a diversified nonprofit revenue model: individual donations (credit card, PayPal, Apple Pay, Venmo, stock, wire), foundation and corporate grants (e.g., AAPI Civic Engagement Fund), and premium-tier fees for partner customization, white-label branding, and data reporting on the civic tech platform. Basic access to the tools is free; premium pricing is handled on request via [email protected]. Distribution runs through a direct consumer website (rockthevote.org / register.rockthevote.com), a 25,000+ partner network spanning advocacy nonprofits, corporations, universities, and government entities, plus field programs such as Democracy Class (high schools) and Athletes Rock the Vote. Marketing combines organic social on mainstream and emerging platforms (Facebook, Instagram, TikTok, X, Bluesky, YouTube), celebrity and athlete partnerships, partner referral, and email/SMS election reminders.

Name

Rock the Vote

Legal name

Rock the Vote

Website

https://rockthevote.org

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Rock the Vote is a 501(c)(3) nonpartisan nonprofit that builds political power among young people by operating a cloud-based, multilingual online voter registration platform available in 13 languages across all 50 states, serving 25,000+ partner organizations and millions of individual voters.

Ownership category

akta.pro rank

Product category

Civic Engagement Technology

NAICS

Political Organizations (813940), Social Advocacy Organizations (8133)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Democracy, Voting Rights & Civic Participation Advocacy (BPAGAFAJ)

akta.pro secondary industries

City Clerk/Records, Elections & Civic Engagement (BPAIACAB), Civic, Citizenship & Community Engagement Education (EDAAAEAI), Electoral Support & Election Observation (BPADAGAA)

Keywords

• Voter registration platform
• Civic engagement technology
• Election information services
• Nonpartisan voter outreach
• Online civic tools

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Individual Donations: Rock the Vote accepts donations from individuals through credit card, PayPal, Apple Pay, Venmo, stock donations, wire transfers, and paper checks. Tax-deductible as 501(c)(3) organization with EIN 02-0767157.
2. Corporate and Foundation Grants: Funded by foundations including AAPI Civic Engagement Fund and corporate partnerships. Made possible through institutional grant support.
3. Premium Civic Tech Services: Premium use of Online Voter Registration Tool includes customization and robust data reporting capabilities for partners. Basic use is free; premium rates available upon request via [email protected].

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels8 records

Core offering

Rock the Vote operates a suite of civic technology tools that help young voters register to vote, check their registration status, request absentee ballots, and receive election reminders across all 50 states plus DC in 13 languages. The organization offers its Online Voter Registration platform, a Voter Registration API, and a Partner Portal to more than 25,000 partner organizations for embedded, white-label, and custom voter registration experiences, including Connected Voter Registration integrations with state election databases in Pennsylvania, Virginia, Michigan, and Washington.

Product overview

Rock the Vote operates a suite of civic technology tools designed to engage young voters across the entire voting journey — from registration through casting a ballot. The core platform is the Online Voter Registration (OVR) Platform, which includes an embeddable Widget, a White Label customization layer, and a Voter Registration API for partners building custom solutions. This core platform is complemented by dedicated tools for Absentee Ballot Requests, Voter Status Lookup, Pledge to Vote/Election Reminders, Polling Place Lookup, Election Official Lookup, and Poll Worker Recruitment — all accessible through a Partner Portal with basic (free link) and premium (customization and reporting) tiers. A notable partner-built application is VotoLatino's VoterPal app, which runs on the Rock the Vote API. Rock the Vote also developed a specialized Pennsylvania Voter Registration App that uniquely integrates with Pennsylvania's state Web API and works fully offline. The platform is available in 13 languages, supports pre-registration for 16-17 year olds, and offers Connected VR in four states (PA, VA, MI, WA).

Differentiator

Problem solved

Functional benefit

Products and services

• Online Voter Registration Platform (OVR) Rock the Vote's flagship mobile-friendly, multi-language online voter registration platform exclusively recommended by the 2014 Bipartisan Presidential Commission on Election Administration. Supports pre-registration for 16 and 17-year-olds in all available states and offers Connected VR functionality in Pennsylvania, Virginia, Michigan, and Washington.
• Voter Registration API A REST API that enables developers and partners to programmatically create voter registrations, access registrant reports, and integrate registration data into any database or custom format. Used as the backend infrastructure for partner-built applications such as VotoLatino's VoterPal app.
• Absentee Ballot Request Tool A tool that identifies the most streamlined way for each voter to request an absentee ballot based on their state, guides users through eligibility and the request process, and generates printable PDF forms or directs users to state portals. Features automatic real-time voter registration checks.
• Voter Status Lookup Tool A tool that allows voters from all states to check their voter registration status by entering their information and matching it against up-to-date third-party voter roll data. Users whose records are not found or who need to update their address are directed to the OVR Platform.
• Pledge to Vote / Election Reminders Tool A voter mobilization tool that enables users to pledge to vote and enrolls them in Rock the Vote's Election Reminders Program, which delivers timely, localized election information via email and SMS with step-by-step guidance across federal, state, and local elections.
• Pennsylvania Voter Registration App A free Android mobile app that feeds valid voter registrations directly into Pennsylvania's Department of State Web API. Works without internet access, allowing electronic voter registration at events or in areas with limited connectivity, and accepts electronic signatures via stylus — the first truly seamless voter registration system in the country.
• Partner Portal A premium partner dashboard providing access to customize Civic Tech tools, track voter registration progress, generate reports, access nonsensitive registrant data in CSV format or via API, manage users and partner IDs, configure UTM tracking, and submit white-label customizations for approval.

Quantifiable outcome

• Nearly 7 million voters registered through Rock the Vote's online platform with more than 25,000 partners.
• +4 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature7 records

Partnerships

13 partnerships are on record, tiered flagship, core and minor.

• WarnerMediaflagshipGTM or Marketing Partner · 18 August 2020Rock the Vote and WarnerMedia collaborated to help employees and audiences access voting resources ahead of the 2020 presidential election. Rock the Vote created an election center for WarnerMedia employees and audiences where individuals can register to vote, check registration status, find state voting policies, access absentee ballot requests, receive election updates and reminders, and learn about volunteer opportunities. WarnerMedia leveraged its multiple business units to reach and engage millions in these nonpartisan activities.
• WeWorkcoreGTM or Marketing PartnerWeWork seamlessly registers voters online using Rock the Vote's simple widget embedded at their coworking locations.
• Women's MarchcoreGTM or Marketing PartnerThe Women's March customized a registration tool for its 'Hear Our Vote' campaign in their 10 Actions/100 Days movement, using white-label options.
• VotoLatinocoreTechnology or IntegrationVotoLatino uses Rock the Vote's API as backend infrastructure for its innovative voter registration app VoterPal, enabling custom mobile registration experiences.
• Pennsylvania VoicecoreStrategic or Co-development PartnerPennsylvania Voice and Rock the Vote, working closely with OSET's TrustTheVote Project, released a free Pennsylvania Voter Registration App available on Android. The app feeds valid registrations directly into Pennsylvania's online voter registration Web API. This pilot project evaluated how the technology saves money, offers voters more convenience, and ensures equal opportunity to vote.
• OSET's TrustTheVote ProjectcoreTechnology or IntegrationTechnical partner working with Rock the Vote and Pennsylvania Voice to develop the Pennsylvania Voter Registration App and Web API integration.
• Spread the VotecoreStrategic or Co-development PartnerRock the Vote partnered with Spread the Vote to ensure that voters who register with Rock the Vote will have the ID they need in states that require it for voting, addressing voter ID barriers.
• State Election OfficescoreStrategic or Co-development PartnerRock the Vote has Connected Voter Registration integrations with state election systems in Pennsylvania, Virginia, Michigan, and Washington, allowing direct submission of voter registrations to state databases.
• Brands for DemocracyminorGTM or Marketing PartnerCoalition of brands working together to support democratic participation. Rock the Vote participates as a member.
• YVotecoreGTM or Marketing PartnerYVote alliance of 15+ community-based organizations collaborated with Rock the Vote on the Los Angeles municipal voter guide and on-the-ground voter registration efforts, particularly around phone banking and text messaging.
• United Way of Greater Los AngelescoreGTM or Marketing PartnerPartnered on the 2018 California Voter Guide and Los Angeles municipal election pilot. United Way's LA Youth Vote program hosted candidate forums focused on LAUSD races, with Rock the Vote providing footage and voter engagement tools.
• ACLU CaliforniaminorGTM or Marketing PartnerCollaborated on the 2018 California Voter Guide development.
• American Constitution Society for Law and PolicyminorGTM or Marketing PartnerCollaborated on the 2018 California Voter Guide development.

Scale indicators9 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• HeadCount: HeadCount is a nonpartisan nonprofit that registers voters at concerts, festivals, and live events — the exact same pop-culture-driven strategy that Rock the Vote pioneered. Both compete for music and entertainment industry partnerships and grassroots event registration drives targeting young voters.
• When We All Vote: Founded by Michelle Obama in 2018, When We All Vote is a nonpartisan voter registration and turnout nonprofit targeting similar demographics. Operates a comparable mix of celebrity-led cultural outreach, school-based programs (My School Votes), and digital registration tools directly competing for the same partner and donor pool.
• Democracy Works: Democracy Works operates TurboVote (now part of its portfolio), a voter registration platform used primarily by college and university students — the same core constituency as Rock the Vote. It is a direct competitor in campus-based civic tech, with comparable partnerships in higher education.
• VotoLatino: VotoLatino is a nonpartisan civic engagement nonprofit focused on Latino voter registration and turnout. It is the most direct peer: it literally runs its VoterPal mobile app on top of Rock the Vote's API as backend infrastructure, making it a partner AND a peer competing for the same youth-and-minority registration constituency.
• Spread the Vote: Spread the Vote provides free voter ID assistance in states with strict ID requirements — a direct partner of Rock the Vote that addresses the downstream voter ID barrier that can invalidate registrations generated through Rock the Vote's platform. Operates in the same civic engagement space with a complementary product.

Others

• Movement Voter Project: Movement Voter Project is a nonprofit that funds and coordinates state-based civic engagement infrastructure, including many of the same community organizations that Rock the Vote partners with. It is an ecosystem peer operating in the same funding and partner network rather than direct competition.
• Brennan Center for Justice: Brennan Center is a nonpartisan law and policy institute at NYU that conducts research and advocacy on voting rights, election administration, and campaign finance reform. It is thematically adjacent — providing the policy and legal scaffolding that underpins Rock the Vote's advocacy work and litigation amicus briefs (e.g., Husted v. APRI).

Broad incumbents

• League of Women Voters: League of Women Voters is a 100+ year old nonpartisan civic engagement organization that runs Vote411.org, a comprehensive voter information tool. It co-led the passage of the National Voter Registration Act alongside Rock the Vote in 1993 and is a broader incumbent with overlapping voter registration and election information products for a wider demographic.
• NAACP: NAACP is a long-established civil rights organization with deep civic engagement and voter registration programs targeting communities of color. As a partner of Rock the Vote since the 1993 NVRA campaign, it operates overlapping programs at a much larger scale and competes for similar grants and donor attention.

Emerging players

• BallotReady: BallotReady is a nonpartisan voter information platform providing personalized ballot guides, candidate information, and polling place lookup across all 50 states. It overlaps with Rock the Vote's voter info and polling place lookup products and is increasingly integrated with campus and partner ecosystems.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/RockTheVote
• YouTubeyoutube.com/rockthevote
• Facebookfacebook.com/rockthevote
• Instagraminstagram.com/rockthevote
• TikToktiktok.com/@rockthevoteofficial
• LinkedInlinkedin.com/company/22110

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rock the Vote