Six Steps To Increase Voter Participation

Voter apathy is hardly a new problem. While voter turnout has been increasing in recent years, just over half of the eligible U.S. population votes in presidential elections.

Member organizations also report frighteningly low election participation. That’s bad for organizations, and it’s not good for the democratic process, either. However, your organization has the power to boost voter participation through regular reminders, marketing campaigns, online voting systems, and much more.

How To Increase Voter Participation in Six Steps

Fortunately, it’s possible to overcome voter apathy and boost turnout. The right processes and tools make a difference, allowing members to make their voices heard. Follow these six steps to increase member engagement rates in your association’s elections.

Step One: Timing Is Everything

Schedule your vote wisely. Be aware of the holidays and milestone dates, such as back-to-school, vacations, national events, and presidential elections. The less your election has to compete for attention, the better.

Many associations’ bylaws dictate the timing of elections. Make sure these bylaws allow enough time for your election team to properly set up and test the election system before members begin voting. It’s also important to ensure members have ample time to participate. If the timelines are tight or there are member complaints about the schedule, consider revising your bylaws to address the issues.

Step Two: Stay Top of Mind

A single reminder about an election just won’t cut it. Members are busy and need multiple reminders via several platforms to jog their memory. In fact, elections are important enough to deserve entire marketing campaigns targeting members and encouraging them to vote.

Follow our marketing 101 tips on planning an effective, action-oriented election reminder campaign that increases voter participation. Some of the best ways to stay top of mind with eligible members include:

● Diversifying media: Some members don’t like digital channels and prefer direct mail, and vice versa. For members who don’t use or have email, send paper ballots, letters, or reminder postcards. For members online, send email reminders. Each participation reminder can increase member engagement by up to 5 percent!
● Social media: Social media posts on Instagram, Facebook, and LinkedIn keep your members apprised of upcoming elections. Not everyone will see your posts, but they still provide an additional touchpoint for members following you online.
● Direct mail: Special letters, postcards, and newsletters are important for promoting your organization’s elections. Not everyone will engage with direct mail, but many members still find these touchpoints helpful. Always include a scannable QR code on direct mail to make it easier for voters to take quick action.
● Email: Email drip campaigns make it easy to engage with your members. Only some people will open or read your email all the way through, but many people appreciate receiving a regular newsletter. Just watch your email frequency to avoid over-messaging members too frequently during election season.
● Text: This is a newer way to market your elections, but text message marketing is incredibly effective. You get a direct line to members’ phones and don’t have to compete with their overflowing email inboxes for attention. You can’t share a lot of information via text message, but it’s excellent for short, timely election reminders.
● Website announcements: Members might not follow you on social media or check their email inboxes regularly, but they might check your website or member portal leading up to an election. Always add special landing pages, homepage shoutouts, or pop-ups to remind visiting members of your upcoming elections.

Regardless of how you promote your election, be sure to share key dates and candidate information well in advance. The more informed your voters are, the better their votes will reflect their vision for the organization.

Step Three: Provide Digital Options

Online voting can sound overwhelming if your organization only uses traditional paper ballots. Bylaw changes, legal research, and member preferences can get in the way of embracing new ways of doing things, but in most cases, this is a much-needed change that improves voter engagement.

Most members want the option to vote online. After all, they pay bills online, send emails almost daily, and likely spend a few hours a week on social media or streaming services. Everything is digitized today, and your voting system should go digital, too.

That doesn’t mean you have to ditch paper ballots. Many organizations continue to offer traditional paper ballots and add a secure online voting option for hybrid elections. Hybrid voting is much more flexible; the more flexible you can be, the more likely voters are to vote.

Digitized voting is important, but the voting process must also be simple. The voting medium definitely matters, but needlessly complex voting processes on paper or on a screen will discourage members from participating. Streamline the voting process by:

● Providing clear instructions: What might seem “simple” is usually anything but. Overcommunicating is the best way to avoid misunderstandings and remove any ambiguity about how members can vote. If you aren’t sure whether the instructions are clear enough, conduct a test with a small group of members first to ensure the instructions make sense.
● Using user-friendly voting platforms: User-friendly voting platforms like those provided by Survey & Ballot Systems significantly increase voter participation. Easy-to-use systems remove the need for technical know-how so every member can access the system without confusion.
● Removing barriers to participation: Flexibility and ease are key to increasing voter participation. Don’t require a lengthy sign-in process or multiple steps. Make it as easy as possible for members to log in and cast their votes. Options like single sign-on (SSO), embedded login links, and QR codes are just a few ways to streamline voter access.

Adjusting the voting process can lead to a noticeable improvement in voter engagement. That’s what happened when the Adams-Columbia Electric Cooperative started offering digital absentee voting options. The co-op received four times more cast ballots than any recent election, with half of the ballots cast online. Ultimately, it was a huge success that made voting more fair and accessible.

Step Four: Ensure Security

Digital voting is helpful for member engagement but can come with security concerns. Members are more likely to vote if they feel the voting system prevents tampering and reflects the voter’s will. Having world-class security gives voters greater peace of mind, adding transparency and trust to digital elections.

Follow security best practices like writing a cybersecurity incident response plan, requiring strong passwords, using encryption, and training employees. Partnering with secure vendors like Survey & Ballot Systems provides state-of-the-art solutions that keep voting data secure and confidential.

Step Five: Optimize for Mobile

Not all digital voters cast ballots on desktop computers. More and more members expect to have seamless voting experiences on their mobile devices. However, not all voting systems support mobile devices, giving these voters a poor experience that discourages them from participating.

All voter websites should be mobile-optimized with responsive design, which adjusts the site layout based on the user’s device. Text message voting invites also help members participate in just a single tap.

Ninety-five percent of U.S. adults use the internet, and 90% have a smartphone, so using a mobile-optimized voting system is essential. Our voting solutions are designed to be data-efficient, ensuring members in rural areas with slower Wi-Fi can also enjoy the convenience of digital voting without experiencing delays or consuming a significant amount of their data allowance.

Step Six: Incentivize Participation

Instead of penalizing your members for not showing up, give them a reason to cast their votes. Incentives are a more positive way to encourage participation in large groups.

Try incentives such as:
● Discounts
● Tickets to events like the state fair, theme parks, or concerts
● Raffle entries
● Recognition for voting, such as shareable social media graphics or “I voted” stickers

Altruistic rewards also work well. For example, you could guarantee a $1,000 donation to charity if you get a 10% participation level. Members get to exercise their right to vote and raise money for charity — it’s a win-win.