One person can bring in up to $30,000 in federal funding over the next decade by taking several minutesto fill out a form.

That's how Indianapolis is framing the importance of taking the upcoming 2020 census, the massive, national effort to count every person in the country every 10 years.

The undertaking not only provides an update on the Marion County population — which in 2010 fell at roughly 63% white, 27% black and 9% Hispanic or Latino — it can indirectly determine how much funding the area receives for various federal programs and shape Indiana's representation in Congress.

This year, the city and its "Count Me INdy" campaign partners are doubling down on efforts to count the under-counted, which include the African-American and Hispanic communities.

Amid rising concern in the immigrant community over providing personal information to the government, officials are stressing confidentiality and dispelling rumors.

"I know a lot of people might not feel comfortable filling out a survey with the information going back to the government," said Mariana Lopez-Owens, director of community engagement for the La Plaza nonprofit that works with the Latino community. "But we try to reassure them that the census is completely confidential and their information will not be utilized."

Billions in funding

More than $675 billion in federal funds were distributed based in whole or in part on U.S. Census Bureau data in fiscal year 2015, according to one 2017 bureau analysis. That includes funds for housing, Medicaid, unemployment insurance and other programs that use the data in some way to determine how to distribute funding.

Those funding sources pull a hefty price tag for Marion County residents. Last year, they received roughly $1.6 million in Medicaid, nearly $191 million in Supplemental Nutrition Assistance Program and roughly $2.7 million in Temporary Assistance for Needy Families funding received last year.

Those dollar signs are one tactic local groups are using to encourage residents to respond.

"We also want to make sure that people understand that representation in all levels of government are impacted by this as well," said Tony Mason, president and CEO of the Indianapolis Urban League that is working with La Plaza to spread the campaign in under-counted communities. "So to some extent, next to voting this is another way in which people have the opportunity to have their voice heard if you will, or for them to count."

Officials hope to hone in on harder-to-count areas by using a tool from the U.S. Census Bureau that predicts the percentage of households that will likely not "self-respond," or respond without a follow-up visit to the home.

Data from that tool shows that the census tracts with the highest percentage of households that will likely not self-respond — 30% or higher — on average have roughly 36% of people living below the poverty level. Those areas are an average of nearly 60% black, 18% white and 17% Hispanic.

The campaign stresses that there is no citizenship question on the census, which asks the number of people living or staying in a home on April 1. Census workers are required to keep all information confidential for 72 years.

Historic online census

This year marks the first time the census will be conducted online, a feat that poses some degree of risk with cyber-security.

Residents should start seeing invitations in the mail to respond online, but they can also respond over the phone or by mail.

Scott Shackleford, chair of the cybersecurity program at Indiana University-Bloomington, compared the change in census-taking to the change in voting.

"Kind of like what we're seeing in the election context as well, whenever you introduce new technologies, those come with risks," he said. "Especially when you do them pretty close to the time when they're going to be deployed."

A report last month from the federal Government Accountability Office concluded that the U.S. Census Bureau still faced "considerable challenges" in protecting its IT systems and data.

In a statement, the bureau said it is confident that its systems are "secure and resilient" to cyber threats.

"Following best practices and federal requirements, the Census Bureau has implemented and tested a multilayered defense model comprised of proven technology, processes, and policies designed to safeguard against and continuously monitor for cyber threats," the bureau said.

Census workers will follow up with those who have not responded to the census in late April by knocking on doors.

Call IndyStar reporter Amelia Pak-Harvey at 317-444-6175 or email her at apakharvey@indystar.com. Follow her on Twitter @AmeliaPakHarvey.