How to Bring Your Election into the 21st Century · 2016-06-21 · Millennials, it can be a challenge to serve such a wide base with differing views, preferences and skill sets. Millennials

Survey & Ballot Systems | 7653 Anagram Drive | Eden Prairie, MN 55344-7311 | 800-974-8099 | surveyandballotsystems.com

How to Bring YourElection into the 21st Century

SBS

Survey & Ballot Systems | 7653 Anagram Drive | Eden Prairie, MN 55344-7311 | 800-974-8099 | surveyandballotsystems.com 1

HOW TO BRING YOUR ELECTION INTO THE 21ST CENTURYINTRODUCTION

How do voting trends differ generationally and what are the best methods to activate and maximize member voting?The popularity of member organizations in the United States can be traced back to the founding of the country. In the beginning, important votes were taken only in-person and the utmost importance was placed on member participation.

Today’s member organizations still rely on member participation, which is particularly vital within elections. However, when membership spans several generations and competes for time and attention with an infinite number of activities, how can your organization best communicate with members on their time, on their terms and still inspire them to take action?

For more than 25 years, Survey & Ballot Systems has been providing the tools and resources for highly successful elections. We work with the world’s top associations, cooperatives, credit unions and member-based organizations to plan and manage voting needs. We know what works, we know what doesn’t and, most importantly, we share our knowledge and best practices with you.

Our goal with this information is to help member organizations understand how communications and voting trends differ across generations in the 21st century and to provide action-oriented tips on how to engage all your members, regardless of age, and get them to cast their ballots.

We’ve conducted thousands of elections with millions of votes. In this eBook, we share our tested tips on integrating advanced technology into your voting process to better understand and communicate with your member base and ideas on how to inspire them to vote in your important elections.

As always, you can contact us any time with questions. We’re here to help.

Sincerely,

Survey & Ballot Systems7653 Anagram DriveEden Prairie, MN 55344-7311800-974-8099surveyandballotsystems.com


HOW TO BRING YOUR ELECTION INTO THE 21ST CENTURYTHE CHALLENGES

Average Participation Percentage

13.0 14 .0 15 .0 16 .0 17 .0 18 .0 19 .0 20 .0 21 .0

Web Only

Hybrid

Paper Only

The ChallengesWhile each organization has its own unique challenges engaging members, especially during elections, low voter turnout and uncontested elections are obstacles we see across organizations.

Low voter turnout

There are many variables that can hurt voter turnout:

• Poor communication about an upcoming election• Members are unable to easily participate (i.e. only being able to vote in person)• Lack of voter knowledge about the candidates• Not allowing candidates to campaign for themselves• No incentives for members to participate• Candidates that are not representative of the membership’s demographics• Poor governance

For reference, the chart below shows the average election participation among SBS clients. Although many factors impact election response rates, this is a good guide to see where participation occurs by voting method. If your organization is consistently seeing rates lower than these, it may be valuable to look to new election methods or increased promotion efforts.



Consistently uncontested elections

Year after year, your members see the same slate of candidates for the same positions they’ve held for what seems like a lifetime. When you have the same names and faces talking about the same positions for the organization, members aren’t likely to bother paying attention, much less taking the time to vote. In uncontested elections, the outcome is predetermined.

If your organization finds it difficult to come up with a consistently updated list of qualified potential candidates for your elected positions, don’t scramble at the last minute -- start now!

• Seek candidates outside of your typical channels – members look for diversity in background, age, and experience.

• Solicit recommendations from your current board of directors and ask for nominations from members.

• Ask long-time volunteers or champions of your organization.

• Advertise the nominations process across digital channels and in any of your organization’s publications.

If you want to maintain, grow and improve your organization, periodic and careful board turnover can help keep things fresh, while keeping a focus on the future.

Board assessments, evaluations and term limits help bring appropriate turnover. This can encourage contested elections which, in turn, can increase voter participation.



When considering new candidates, it’s important to focus on board diversity – not only gender and cultural diversity, but also skills diversity.

Your board should consist of individuals with a variety of professional and cultural backgrounds and reflect your current membership base. If your board is relatively homogenous, doesn’t reflect your membership or often finds itself seeking outside expertise in specific areas (i.e. marketing, IT, human resources, etc.), it may be time to focus on adding skills diversity to your board of directors.

The new faces, energy, ideas and momentum that accompany new candidates can be a great motivator for members to vote.

Another of the top reasons we see blamed for low voter turnout are organizations’ lack of support for modern voting methods.

Member feedback has shown if organizations don’t make voting quick, easy and convenient, members won’t do it. A solid majority of adults in the U.S. are online with laptops, tablets, and smartphones, but many member organizations limit voting to mail-in ballots only. Including a variety of ways to vote – online, mobile, phone, in-person or a hybrid of several options – ensures members are more inclined to cast their ballots.

HOW TO BRING YOUR ELECTION INTO THE 21ST CENTURY OBSTACLES TO MODERNIZATION


Obstacles to modernizationWe know it’s easy to say, “Just add online voting to your options,” but what organizations often hear is, “Things are never as easy as they seem.”

Perceived costs

Changing or adding to your current elections process can seem overwhelming and expensive, but do you know the actual cost of your elections?

All materials you can see and hold in your hand are election costs: Design, printing, assembly and mailing of packages and postage are all common election expenses. Employee time, tabulating results and reporting also count as (sometimes significant) expenses, but are often not considered.

Incrementally moving toward a web-focused election by offering multiple voting options (a “hybrid” election) can start saving your organization money immediately through the reduction of postage costs and employee time.

5


HOW TO BRING YOUR ELECTION INTO THE 21ST CENTURYOBSTACLES TO MODERNIZATION

Outdated bylaws or statutes

It is important to note that some states do not currently allow electronic voting. However, as the technology changes, governing bodies across the country are working to catch up. Your organization should be ready to implement electronic voting as soon as it’s allowed, taking immediate steps such as gathering member email addresses and surveying members on their preferences.

When a state statute changes, organizations within that state must still update their bylaws to allow for online voting.

Voting by proxy

Proxy votes allow one member to delegate his/her ability to vote to another member. At best, voting by proxy encourages re-election of incumbents and discourages voter participation. At its worst, proxy voting can be manipulated in very undemocratic ways. There are cases of members allowing board members to vote on their behalf in past elections, so in future elections, if the same member were to not return a ballot, a board committee could cast a vote in that member’s name without the member’s permission.

7Survey & Ballot Systems | 7653 Anagram Drive | Eden Prairie, MN 55344-7311 | 800-974-8099 | surveyandballotsystems.com

HOW TO BRING YOUR ELECTION INTO THE 21ST CENTURYCHARACTERISTICS OF A MODERN ELECTION PROCESS

Characteristics of a modern election process If your organization feels able and empowered to embrace an updated election process, there’s much to consider.

Strong communication

The more members know about your organization and its actions – whether it’s upcoming promotions or an impending election – the more likely they are to participate. Remember, it’s not enough to simply inform, something as simple as asking your members to complete an action might be just the motivation they need.



1. Williams, K.C. (2011). Marketing to the Generations. Journal of Behavioral Studies in Business, 3, 1-172. Williams, K.C., Page, R.A., Petrosky, A.R., & Hernandez, E.H. (n.d.) Multi-Generational Marketing: Descriptions, Characteristics, Lifestyles, and Attitudes. Journal of Applied

Business and Economics, 1 (2), 1-17

A modern election represents ALL members of an organization’s base

From older Traditionalists to younger Millennials, it can be a challenge to serve such a wide base with differing views, preferences and skill sets.

Millennials have now become the largest population group in the country, according to the U.S. Census Bureau, so it’s important your organization has a plan to reach this demographic if you’re to continue to evolve and expand your membership and mission.

Multi-generational messaging



Higher engagement

Start by enabling more involvement with your organization in general, then build that into casting ballots.

The more available you make your organization across a variety of platforms, the more convenient it will be for members of all ages to engage. Your goal should be to remove as many barriers to participation as possible. Another key to invested and engaged members is having employees and leaders who are committed and involved.

Security and accuracy

Hand counting paper ballots and having boxes of them transferred in the trunk of someone’s car might seem like it’s saving money on an election, but just one misstep can obliterate members’ trust for a very long time.

Member votes and personal data must be protected during every step of the election process. It takes qualified staff, secure processes and tested policies and procedures – it is crucial that the entire flow of data is tested and proven to be accurate.

SolutionsBy now, you may be feeling that moving your election into the 21st century feels impossible. But there’s hope! Simple, cost effective and efficient upgrades are readily available to help you increase member engagement and election turnout.


HOW TO BRING YOUR ELECTION INTO THE 21ST CENTURYSOLUTIONS

Implement new voting technology

The idea here is not to replace original methods of communication and voting (such as mailings and paper ballots), but to supplement those existing methods. An inclusive strategy includes a hybrid election with combinations of in-person, paper, phone and online voting. The goal is to build on your existing voter base with new members using additional methods, not to alienate anyone by making immediate wholesale changes.

Technology such as online and mobile voting caters to busy younger members with less time to devote. In addition to simplifying the process, it offers greater accuracy and a reduced organizational workload. That’s a win-win.

Make voting as easy as possible

Humans now have a shorter attention span than the average goldfish – don’t laugh, it’s true! With the increase in ever-changing technologies comes the need for instant gratification. When your election has a streamlined and simplified voting process, your members can vote quickly and conveniently on the platform(s) they use most.

Utilize effective messaging

Consistent and memorable messaging delivered to your members where they’re most likely to see and interact with it will diminish their tendency to say, “I didn’t know about the election so I couldn’t vote.” Before, during and after the election, recognize the members who vote and take steps to make voting an expected part of your organization’s culture.


HOW TO BRING YOUR ELECTION INTO THE 21ST CENTURYSOLUTIONS

As mentioned in the generational voting chart, different messages resonate with different audiences. Older, Traditionalist members react to their vote truly being valued, while Baby Boomers are more affected by the message that their vote is unique and important to the organization.

Gen X members would like voting to be a less formal process, whereas Millennial voters seek reassurance that their vote has a greater purpose.

It’s your job as an organization to eliminate the feeling that voting is work or a chore, while effectively communicating that voting is an important privilege. Showing your members that their voices have value and that one vote truly can make a difference is also a key component to effective communication.

Seek out voter feedback

After your election, thank those who voted and survey nonvoters to find out why they didn’t participate. Not only will this provide insight for future elections, but it reminds members that each election is vital to the current and future operations of the organization.


HOW TO BRING YOUR ELECTION INTO THE 21ST CENTURYCONCLUSION

12

ConclusionBy acknowledging your election challenges and the obstacles your organization faces to modernize the process, you’ve taken the first steps toward evolving into a more efficient process that activates more members to cast their ballots.

Make note of your goals, discuss what a more modern election process means to your organization and implement the necessary solutions to increase member engagement and voter participation.

About UsYou run elections, we provide the tools and resources to make those elections highly successful. Survey & Ballot Systems works with the world’s top associations, cooperatives and member-based organizations to plan and manage voting needs.

Whether you need traditional paper ballot elections, online voting, telephone voting, onsite or hybrid voting systems, we have the expertise to make it happen. We can be the third party to run your voting process or we can provide the resources and tools you need for a self-administered online election.

Our dedicated staff works with you to deliver the highest quality election services available. We pride ourselves on thorough communication, project management and an unwavering commitment to accuracy and superior customer service.

Additional election resources and information can be found at surveyandballotsystems.com

orcontact us at

1-800-974-8099

Documents

How to Bring Your Election into the 21st Century · 2016-06-21 · Millennials, it can be a challenge to serve such a wide base with differing views, preferences and skill sets. Millennials