Messaging and Best Practices for GOTV and Vote-By-Mail (2022)

Vote is a verb. Voting is not a belief that people hold, it is an action that they take. Unlike typical persuasion campaigns, which must bring out a change in beliefs, successful get-out-the-vote (GOTV) efforts must bring out a change in behavior. We need to build up our audience’s habit of going to the polls or mailing in their ballots.

The principles in the guide, drawn from years of research, form basic messaging recommendations and best practices for GOTV and vote-by-mail efforts.

Many of the recommendations we give here only apply to GOTV, not to broader persuasion or narrative work. Use these recommendations when communicating with base voters during the two weeks before Election Day, or in the lead up to an absentee/early voting window.