By Jenn Barton
Let’s say you are the primary person responsible for conducting the board of directors’ election for your credit union. It’s likely you take an administrative approach to the job, thinking about timing and calendars, methods of collecting ballots and disseminating information. Odds are you’ve put a process in place that is very similar to prior years, in the spirit of “that’s the way we’ve always done it,”—also known as “if it ain’t broke, don’t fix it.”
Current research shows, however, applying principals of behavioral psychology to election administration can have a significant impact on voter participation. Behavioral marketers seek to understand consumer behaviors so campaigns can be customized to increase effectiveness. If your campaign’s goal is to get more members involved in the selection process for your board of directors, a few simple changes to the election process can make a big difference.
In a recent Votenet Genome Project, we gathered data from thousands of ballots to uncover key trends in ballot administration and ballot settings. The most outstanding finding? Conventional wisdom has room for improvement. Let’s look at a few traditional approaches to elections that are not as effective as you might expect.
What month should you start a ballot?
Most organizations start in April or September. The best months are May and June, with turnout rates about 8% higher.
What day of the week should you start a ballot?
Most organizations open their ballots on a Monday, but Thursday is the best (followed closely by Wednesday or Friday). A best practice is using the early days of the week to promote the ballot opening, increasing awareness and creating a sense of urgency that will spur participation.
What day of the week should you end a ballot?
Most organizations close their ballots on a Friday, but the best day is Sunday (followed closely by Monday). This gives voters a few extra days over the weekend to cast their vote.
One piece of conventional wisdom that does hold up to scrutiny is increased voter turnout is always good. A behavioral marketing approach may be just the ticket to make it happen.
Jennifer Barton is Marketing & Communications Director for Votenet Solutions, Inc.
CUES eVote: Elect & Educate, in partnership with Votenet Solutions, Inc., provides credit unions state-of-the art voting services, election research and director education. Get started now in time to make a difference in your next election.
