As Election Day draws near, it’s time to give a final push to your supporters. An effective Get Out The Vote (GOTV) strategy can make a difference. While your campaign ramps up its direct mail, phone and in-person efforts, don’t forget the online component.
Defining ‘Get Out the Vote’
“Get Out The Vote” or “Get out the vote for me” refers to efforts aimed at increasing voter turnout near election day. Voter participation can be surprisingly low, especially for elections or primaries that occur in the spring or summer.
Traditional GOTV methods include having a candidate and volunteers can go door-to-door and speaking with voters. Another way to get the attention is through display advertising and signage. Phone banking is when your volunteers call large lists of people at the end of the election cycle, encouraging them to vote.
Reconnect with lapsed donors
Those who have already donated to your campaign may be able to donate again. Early donors have already invested in your success. They will likely be interested in seeing things through to the end. At this point, reengaging with previous donors is easier than trying to attract new supporters.
It is worthwhile to set up a plan that encourages donors to give again later on in the campaign. You may want to create incentives for both early and late donors, such as special swag or acknowledgement.
Increase the frequency of email, text messaging and social media updates
Mention latest news, campaign activities, endorsements and media coverage. Increase donation and volunteer requests as it comes down to the line. Remind your online followers about Election Day. Shift your messaging from persuading people to vote for you to reminding them that they should vote for you.
- Voter registration deadlines
- Mail ballot application deadline
- Mail ballot deadline
- Early voting start and end dates
- Times and locations of voting places
Don’t just limit these notifications to email. This information should be shared on your mailers, postcards, social media, phone banking and texting.
[bctt tweet=”Encourage #followers to share information about early #voting, absentee voting, registration deadlines and polling locations. #campaigntips” username=”onlinecandidate”]
Email remains the go-to method for online campaigning
Another successful get out the vote method involves email. If you have built up an email list over the course of the campaign, now is the time to put it into overdrive. Keep reminding subscribers about Election Day, and how important their support mean to you. Make specific volunteer requests for poll monitors and drivers.
Make your final fundraising appeals specific
Let donors know that their money will be used for a specific goal that is critical to victory. For example, you could say that you have one final brochure printed and ready to go, but you need money for the postage – or that you need to hire more phone bank staffers to help get out the vote.
Other ways to mobilize resources for voter turnout
Final reminders across all your communication channels should include the date of the election, links to where the voting locations exist, when they are open, and contact information for those who may need a ride to the polls. Focus your efforts on those areas most likely to support you.
Door to door canvassing
Door-to-door canvassing is an effective way to engage voters. Volunteers can speak with many people in one day and leave literature or small gifts to individuals they speak with. These volunteers can talk to their peers about the importance of voting and encourage them to do so. A Yale Institution for Social and Policy Studies suggests that authentic person-to-person contact helps successfully drive up turnout. Face-to-face contact is one of the most effective tactics candidates can use to mobilize voters.
Many grassroots organizations are doubling down on voter registration drives. These drives often rely on personal communication to get people to sign up and register to vote. A personal touch is what sets these groups apart from the high-cost and impersonal efforts of traditional organizations.
Paid advertising
If you haven’t done so yet, now is the time to ramp up paid advertising. If you are authorized, Facebook ads can expand your reach to followers, friends of followers or individuals based on specific demographic criteria such as by location, age or interests. Consider running display ads on your local newspaper’s website. You can also use pay-per-click advertising on Google to reach people searching for your name or to reach out to a specific audience. IP Targeting allows campaigns to reach eligible voters on a household level.
Personalize your requests when possible
In the final weeks before an election, voters are bombarded with advertising from all sides. In this environment, it’s important to segment and target your messaging. Messaging that resonates with their specific interests will have more of an impact to i.
[bctt tweet=”Make your last #fundraising appeals specific. Let #donors know that their money will be used for a specific goal that is critical to victory. ” username=”onlinecandidate”]
A good GOTV campaign strategy is one that helps increase voter turnout. It is important to remember that the success or failure of a political campaign depends on voter turnout. A candidate’s chances at winning are determined by how many people vote on Election Day or vote ahead of time through mail-in ballots.
A well planned and comprehensive get out the vote strategy can make a huge difference on Election Day. Make sure you do everything possible to motivate your voters before the day comes.
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