Preventing Roll-Off and Winning GOTV for Down-Ballot Races
What is voter roll-off? In politics, jargon is everywhere — but some terms are worth understanding. Voter roll-off is one of them. It happens when voters submit incomplete ballots, filling out only the top of the ticket and skipping down-ballot races they know less about. For local candidates, this can be the difference between winning and losing.
Why does it matter this cycle? With heightened attention on national races, many voters will tune out local contests entirely. Reaching those voters now (and giving them a reason to engage with your race) is essential to reducing roll-off.
What can you do about it?
- Overcommunicate. Don't assume party affiliation will carry you. Give voters a clear reason to vote for you specifically. That assumption has cost many campaigns dearly.
- Expand your universe. There's a troubling trend toward under-targeting. Not every message needs to be tailored to likely roll-off voters, but knowing who they are and building them into your universe is smart strategy.
- Think about timing. Roll-off doesn't only happen on Election Day. We vote in a lot of ways now, and absentee and early voters are just as susceptible. Build your communication calendar around when people are actually voting.
- Use digital ads. Targeted digital, including video, static, and paid search, can reach voters where they are, on the platforms they use.
- Use direct mail. Mail is an effective way to expand your universe and drive engagement, especially with social pressure messaging around completing a full ballot.
- Canvass. Real conversations with real voters before and during GOTV can move the needle. Trusted messengers at the door matter.
- Use TV and radio. If you have the resources, buy early and lock in slots that reach your core audiences.
- Use relational organizing. Friends and family are persuasive. Equip your volunteers with digital tools early so relational organizing has time to take effect.
- Work the polls. Where legally permitted, having credible volunteers outside polling places can make a real impact. Down-ballot races can be decided by two votes per precinct — that final touchpoint counts.
- Revisit your vote goal. Good campaigns adjust as conditions change. Don't set it and forget it.
Bottom line: If you don't have a real program to address undervotes, there will likely be more of them than your margin of victory. Build a plan before it becomes a problem.
Have questions about reducing voter roll-off? Get in touch.