How Presidential Elections Affect Voter Participation in Membership Organizations

While the 2024 election season is behind us, it caused noticeable ripples in civic engagement across the United States. Countless voting reminders and “Get Out The Vote” efforts led to tremendous poll turnout. This surge in participation is good for democracy in all forms — including voting for member organizations.

National elections shape the public’s attitude toward voting, which has a real impact on smaller-scale democratic processes. In fact, the broader political environment can have a tremendous impact on your voting systems and engagement levels.

In this guide, we’ll examine how national elections affect member voting and how post-election voter trends shape engagement. Whether you want to sustain current participation levels, overcome voter fatigue, or bolster trust with members, understanding the ripple effects of democracy is critical to meaningful member engagement.

Increased Political Awareness

Survey & Ballot Systems data shows that 78% of co-op elections offered two or more voting options in 2020. Digital options kept everyone safe during the pandemic. Nonetheless, it was a chaotic time, and many member organizations canceled their annual meetings. To make matters worse, 47% of associations reported a decline in total membership, with an average decline of nine percent across the board.

So, how can associations bounce back after these challenging years? The post-election season could be the cure to membership and recruitment challenges.

Americans tend to be more civically minded after an election. Social media feeds urging people to vote have an impact on the collective unconscious, making us all more aware of the democratic process every four years.

Measuring political awareness is challenging, but union membership offers a clue, as unions often encourage their members to vote and engage in democratic processes. In fact, people who work in non-unionized workplaces are less likely to vote, with a five percent drop in turnout compared to those in unionized workplaces. In other words, being less connected and less aware of the democratic process can discourage people from exercising their right to vote.

The reverse is also true. Voter turnout is on the rise, thanks to improved awareness. In fact, according to American National Election Studies, voters are on trend to be more politically aware than ever before. In 2020, 21.6% of participants followed information about politics, while just eight percent did in 2008. It’s no wonder the 2020 election had a record of 158 million voters turning out, or 67% of eligible voters.

Increased public discourse about voting can encourage organizational members to engage more in smaller votes. Whether it’s a sense of civic duty or an effort to make a change, this trend is promising for member associations.

Digital Voting Trends

Digital voting still isn’t feasible for national elections, but it’s very much a part of running effective organizational elections.

The pandemic made hybrid and virtual voting options a necessity. Today, many associations’ bylaws do permit digital voting in some form. Not only does this accommodate members’ diverse needs, but it also streamlines the voting process.

If you haven’t already, offer your members the convenience of online voting. Our fully managed solutions make it a cinch to create a voting platform that supports fair, auditable elections in multiple formats. Best of all, the platform generates voting analytics, helping you spot patterns for improving voter engagement in the future.

Trust & Security Concerns

Trust in U.S. elections is declining — even though elections today are far more accurate than 20 years ago. Who could forget the nightmare recount of the 2000 election?

The reasons for declining trust vary, from voters feeling concerned about foreign interference to worries about their ballots not being counted correctly. These issues are a concern for national elections, but they can also influence member behavior in your elections, too. If members don’t trust your voting system, they’re much less likely to participate in the election, let alone support its outcomes.

Fortunately, the right approach can calm members’ fears. Build transparency with your members through:

• Cybersecurity: If you offer digital voting options, your cybersecurity needs to be top-notch. From embedded login links to single sign-on (SSO), there are so many ways to keep voter information secure. It’s also crucial to choose security-minded vendors like SBS. Our solutions are SOC 2 Type 2 compliant, receive ongoing vulnerability assessments, and include 24/7 monitoring.
• Independent verification: You can build trust in the election results by working with a neutral third-party provider like SBS. We have no skin in the game, which allows us to conduct completely impartial audits.
• Education: Communicate with members before the election, explaining voting methods and how they work. Provide clear instructions, host informational sessions, and offer support to give members more confidence. It’s also crucial to combat misinformation during organizational elections. Roll out an election campaign serving as a single reliable source for all members. If you hear rumors or incorrect information, address them quickly.

Shifting Demographic Engagement

Gen Z is shaping up to be one of the most democratically active generations in recent history. Chances are, your members are likely part of the Millennial, Gen X, or Baby Boomer generations, but it’s crucial to understand the demographic differences between these generations. Gen Z will bring new perspectives and communication preferences to your association when they join, shaping voting and governance processes.

For example, Baby Boomer members often prefer in-person voting or printed ballots. Despite these less convenient options, they tend to be highly engaged because of a sense of duty. Gen X tends to straddle the line between old-fashioned voting and more convenient digital options.

Millennials and Gen Z both prefer accessible digital methods, especially mobile-friendly solutions. However, Gen Z prioritizes transparency and authenticity, so be prepared to explain every step of the voting process and how you calculated the results.

Member demographics will change over time — it’s not a matter of if, but when. Make these changes now so you’ll be ready for Gen Z once they join your membership ranks:

• Communicate via multiple channels: A single letter or email newsletter won’t cut it. Older members may respond well to newsletters, phone calls, and in-person meetings, while younger members might prefer social media, text notifications, and mobile apps. Invest in multiple channels so you reach everyone.
• Ask for feedback: If you aren’t part of Gen Z and want to do right by this generation, ask them what they want! Soliciting member feedback is a best practice anyway, and this approach ensures you give younger members precisely what they need. When these members see you take their feedback seriously, they’re also more likely to engage in future elections.
• Offer hybrid elections: It’s impossible to please everyone, but hybrid elections offer the best of both worlds. You can provide in-person options for people who attend the annual meeting and digital or mail-in options for people who either can’t attend or prefer early voting. Voters will feel more comfortable because they can vote the way that works best for them, increasing the odds of participation.

Adapting Communication Strategies

How do you currently communicate with your members? Digitizing and using multiple channels is a good start, but how you speak to members also matters. For example, they’re likely sick of the phrase “unprecedented times,” even though we do live in unprecedented times.

They’re likely tired of feeling like a number, too. Sixty-nine percent of consumers want personalized experiences across multiple channels — and yes, that includes the membership organizations they support.

Follow these tips to adapt your communications to voters’ preferences:

• Segment your member list: The more relevant your communications, the more likely members are to participate in the democratic process. Segment your contact list by age, area, career stage, and other factors so you can write more personalized messaging that speaks to each type of member.
• Personalize messages: Adding a member’s name to your communications is a great way to show you care. You can also tailor content based on members’ interests, past history, or voting behaviors.
• Be responsive: Eighty-two percent of consumers expect an immediate response to complaints or concerns. Even a 24-hour turnaround isn’t quick enough. Do your best to respond to member questions and concerns as soon as possible to preserve their trust. That might require hiring more team members, adding an FAQ to your website with commonly asked questions, or using an AI-powered chatbot. If that sounds overwhelming, you can always tap Survey & Ballot Systems to support members during the election process.

From Ripples to Waves: Build Lasting Member Engagement

National elections have a noticeable impact on voter trends. If you want to deepen connection and participation, the post-2024 election season is the best time to reengage with members. Ultimately, the goal is to deliver on members’ changing expectations, improving transparency, and offering a better voting experience.

However, the voting process can get complicated, especially if you have limited time and resources. Outsource your election to Survey & Ballot Systems. We help member organizations with every aspect of the democratic process, from nominations to hybrid elections. Get in touch with us now to take advantage of these shifts in voter trends.