Three things, their voting record, their party registration, and any demographic information you can figure out. The voter lists I've seen in NJ and PA tell yo

Three things, their voting record, their party registration, and any demographic information you can figure out. The voter lists I've seen in NJ and PA tell you what elections voters have voted in, so you can eliminate registered voters that don't bother to vote. Additionally, in NJ, the school board elections were on a different date (in the spring) than the general election, so you could really target the 3-4% of voters who actually bothered to vote for school board. Party registration is provided and be helpful if you want to position yourself as the democrat or republican, even if the race is technically nonpartisan. If you want to target particular ethnic groups (latino, south asian, korean, chinese) you can do searches for common first or last names. Grouping by address can help you figure if there's a family living here - you also get date of birth - and maybe they've got a kid that just graduated from high school and might be more interested in a particular school issue. Some basic SQL skills can go a long way here.