Often the election of a local candidate is decided by just a handful of votes. Low voter turnout tends to occur for special elections or primary elections. Because of this, the winner often is the candidate who can motivate the most voters.
Offline, the most effective ways to get new voters is through canvassing, phone banks and robocalling. Personalizing the contact tends to attract new voters. For example, when I first moved into my new house, a candidate for the town board was personally canvassing door-to-door. I did not know much about the local political landscape at the time. But I remembered the candidate, thought highly of the fact that she took the time to speak to me, and voted for her the following month.
A personal touch can make a huge difference, but it can be difficult, if not impossible for candidates to target all the voters they want to reach. But reaching as many voters as possible – and getting them to actually vote – is critical for success, particularly when the election falls at a time when many voters may not be not fully engaged.
Down-ballot disengagement
Because local elections tend to be at the end of the ballot, many down-ballot candidates and initiatives are often overlooked. With long and complicated ballots, voters may turn in ballots with blanks below a certain point. This is called ballot roll-off. Encouraging voters to take the time to vote specifically for you at the polls or to register and vote absentee at home may help minimize this effect. When election victory comes down to just a handful of votes, this could tip the results one way or another.
Personalizing the contact online
Fortunately, online engagement can be personalized to a high degree. With the right information available, email lists can be segmented, allowing for targeted messaging based on location, gender and issue interest. Facebook advertising allows for even more refined targeting. Adwords pay-per-click campaigns can be targeted right down to a zip code.
Target donors based on their past activity and reaction to specific fundraising campaigns. The more you can learn about specific voters, the better you can engage them with a message that will resonate with them. Use this strategy for additional donations and in your get out the vote efforts.
Target the young vote
Recent presidential elections aside, young voters (18 to 24) pretty much give up their vote to older Americans. Again, online efforts to target youth may be more effective, since you are reaching them where they exist in large numbers. If you are able to target your messaging to specific issues effecting the youth vote, that will improve your chances of getting them to engage with your campaign and be more likely to turn out to vote.
Remind and remind again (and again) for better voter turnout
People are busy. They may every intention of voting for you, but when the day comes they just may forget to do it. As Election Day draws near, you should increase your online voter contact via email, social media, text messaging and campaign website updates. Provide voting information, offer rides to polls to those who cannot easily get there, and request for volunteers to help in that effort. Even on Election Day, provide updates throughout the day to let people know what is happening and to keep them from forgetting to vote.
What are your best voter online or offline turnout techniques?
Related: Primary vs General Election Website Strategies
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