ONLINE VOTING

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

ONLINE VOTING

Electronic options to increase member participation

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

ONLINE VOTING

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

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One of the biggest challenges you will find as a profes-sional in a member-based organization is connecting leadership with membership. The ability to involve and inform members dictates the success and health of your organization. It is imperative to continually find excellent ways to reach out and connect.

Elections are often the best opportunities for members to help guide your organization.

The Internet has become an integral part of everyday life. Shopping, banking and communicating are increasingly done online. In fact, 79% of all adult Americans use the Internet in some capacity. People under the age of sixty-four have an even higher percentage of Internet use (Pew Internet & American Life Project, May 2010). The World Wide Web and using online applications has become a daily occurrence for many of your members.

As a result of expanded Internet usage, it is natural that online voting should be a way for your organization to connect with membership. Online voting systems can be utilized to elect board members and officers, approve or amend bylaws, or even select award recipients.

Keep reading to explore the benefits of online voting and implementation strategies for your organization.

An informed and involved membership is integral to the success of any member-based organization.

ONLINE VOTING

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

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BenefitsThe recent surge in demand for online voting options is not surprising, given the many benefits it provides:

EmpowermentVoting is the most powerful way for members to have a voice in the leadership and direction of their organization. When allowed to vote in fair and open elections, members will feel a greater sense of value, ownership and responsibility. This is why it is important to reach as many members as possible with a variety of different mediums. Online voting has been shown to increase response rates. Even organizations that choose to supplement — rather than replace — their paper ballots with an online option will experience an increase in voter turnout.

AccessibilityOnline voting is a convenient option for many members, allowing them to access ballots from anywhere, anytime.

Cost effectivenessOnline elections are cost effective, especially when considering staff time and production costs such as printing, postage and mailing supplies.

Security and confidentialityA properly designed online voting system has safeguards in place to assure security of ballots and protect voter identities.

TransparencyOnline elections, particularly those run by a third-party, eliminate the chance of election mismanagement or fraud. An auditable trail helps increase voter confidence. In a fully transparent election, participants can witness the entire election process, from login, to the casting of the ballot, to confirmation.

Accuracy and ExpedienceSince online voting utilizes electronic ballots, there are no rejected, mismarked or invalid votes. Results are automatically calculated, eliminating the need for manual tabulation or dreaded recounts.

Voting is the most powerful way for members to have a voice in the leadership and direction of their organization.

ONLINE VOTING

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

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Internet Use by Education

Less than high school

52%

High school 67%

Some College 90%

College+ 96%

Internet Use by Community Type

81%

82%

Urban

Suburban

Rural 67%

18–29 95%

30–49 87%

50–64 78%

65+ 42%

Internet Use by Age

StrategiesWhile successful implementation of an online voting system requires careful planning and preparation, the benefits are worth the effort. The following strategies will facilitate a smooth transition:

Know your members Demographics play an important role in determining if your organi-zation is a good candidate for online elections. Not all potential voters are computer savvy or have easy access to the Internet. According to a 2010 study by the Pew Research Center, 79% of Americans use the Internet, but closer examination reveals wide variability within age ranges, education levels and community.

If you know the demographics of your membership, the table on the left should help you decide if your organization would benefit from adding an online voting option. For example, an organization comprised of young, highly educated members from urban areas would be a perfect scenario. On the other hand, an organization consisting of older members living in sparsely populated areas should still consider using some form of traditional paper ballots.

If you are unfamiliar with your organization’s demographics, take time to develop a plan to uncover this information. It may be worthwhile to partner with a vendor who specializes in collecting and analyzing this type of data. Use your member data to evaluate and optimize the use of online elements in your election. In many cases, organizations decide to implement hybrid elections to maximize voter participation.

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

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ONLINE VOTING

Update member contact information To a large extent, the success of online voting is dependent upon accurate and current member data. It is particularly important to have valid email addresses on file, as successful elections rely on this method of communication to send out invitations, reminders and confirmations. Faulty contact information can result in hours of extra work for staff. Members without a valid email address should receive a paper ballot as they will not receive an email invitation to vote — plan accordingly. A qualified database manager — designated from within the organization or hired from the outside — is a crucial member of any election team.

Coordinate elections with your existing digital strategies The best way to introduce your members to the online voting concept is to connect your elections to your current digital activities. You may already offer online bill paying capabilities, webinars or e-newsletters. Perhaps you connect with members through Facebook or Twitter. You can use any or all of these vehicles for election purposes:

• Educate members about such issues as board vacancies, nomination procedures or proposed bylaw and policy changes.

• Inform members of upcoming elections, candidate information and voting procedures. Provide links to the election website.

• Remind members — repeatedly — to vote!

Make SECURITY and TRANSPARENCY a top prioritySeveral levels of security are needed to protect an online election. A voting website hosted on a secure server will only be accessible to authorized members through unique voter logins. Online ballots are transmitted from voters’ computers or smartphones to the balloting data center using SSL (Secure Sockets Layer), the same encryption technology used by US financial institutions. These layers of protection form a technology shield that detects unauthorized access, eliminates ballot tampering and reduces the chance of voting fraud.

When managing your election it is important to ensure the security of the site. A quick and easy way to see if your online election contains the most current and secure web voting methods is to simply check the URL (Uniform Resource Locator) address of the election. To ensure that your election is operating on the most secure web framework available, be sure your URL address ends with .aspx. (Example: https://www.directvote.net/Directvote71/login.aspx)

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ONLINE VOTING

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Make SECURITY and TRANSPARENCY a top priority (continued)This extension, which refers to “Active Server Page Framework,” demonstrates that the creator of your system is committed to the data integrity and security of your election. It means you can be confident your web election is built on a fast, robust and secure web framework that allows developers to:

• Build dynamic web pages that update automatically.

• Create applications on web pages that are safe and secure.

• Easily produce submission forms and client authentication for accurate data capture and efficient information management.

• Protect your login pages.

If you choose to outsource your election to a third-party vendor, make sure that your vendor uses a data center that is SAS70 compliant. This standard, issued by the American Institute of Certified Public Accountants, assures that your vendor has the controls and processes in place to manage your election safely and affirms an auditable process is in place.

Create an intuitive process for your membersNothing will deter voters more than a lengthy ballot, a difficult to navigate process or a slow voting site. The ballot should be straightforward and user-friendly. The member should be able to complete the ballot in a few simple steps. Web pages should load quickly and begin with clear instructions for members who are new to online voting. If possible, set up your election so that members can partially complete their ballot, save their progress and complete their ballot at a later time. Using familiar colors and your organization’s logos will reassure members that they are at the right site. Upon completion of the voting process, the member should receive a confirmation. Use this confirmation as an opportunity to thank them for participating in the election.

Smartphone compatibilityAccording to the Pew Research Center’s Internet & American Life Project, (April 29 – May 30, 2010 Tracking Survey), two in five adults (40%) use the Internet, email or instant message from their cell phone, up from 32% the previous year. Since smartphone sales are expected to exceed the sales of personal computers in 2011, it’s likely that your “on-the-go” members will be accessing their election-related communications and even voting directly from these devices. If you are not set up to communicate with your members through their mobile devices, you may be missing a valuable opportunity to connect with them. This is particularly important if you have a younger membership base, as users between 18–29 are most likely to use mobile data applications.

An auditable trail helps increase voter confidence.

ONLINE VOTING

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

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Adhere to a schedule Nomination information: 6–8 months before election:Attracting and nominating qualified candidates to fill board vacancies is one of the most difficult parts of the election process. It is not uncommon for organizations to approach their election dates with no qualified candidates to run for open positions or oppose incumbents. This results in seated board members running unopposed, or serving consecutive terms simply because members were unaware of nomination protocol. A lively, contested election will capture member’s interest, resulting in greater engagement. Ideally, information regarding board/officer vacancies and nomination procedures should be distributed 6–8 months prior to your election. This will give potential candidates sufficient time to develop their platform, talk to other members and fill out any necessary forms.

Bylaw information: 3–4 months before election:Information on proposed bylaw changes or other issues requiring a vote should be distributed 3–4 months in advance of the election, giving members plenty of time to make an informed voting decision. Your organization’s governance program should specify when specific bylaws require a vote.

Initial announcement: 3–6 months prior to election: Initial election announcements should be sent out approximately 3–6 months prior to your opening date. It’s best to decide the day you want results posted and work back from there. While email has become the preferred distribution system, announcements should also be sent through regular mail, especially to those demographics that are less likely to have reliable computer access. Pay close attention to the subject line of your email announcement. The words should be carefully selected to inspire voting action. Be sure to highlight the voting deadline in your announcements.

RemindersSending timely reminders will increase the response rate of your election. For best results, send out your reminder emails on a Tuesday or Wednesday. Research shows that these days have the highest “click-through” rates for emails. It is advised that you deploy your reminders half way through your election. If your election is open for 4 weeks total; schedule your reminder email 2 weeks after the election has opened.

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Online elections are cost effective, especially when considering staff time and production costs such as printing, postage and mailing supplies.

ONLINE VOTING

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

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Adhere to a schedule (continued)Voting windows:The actual “voting window” of an online election is typically 3–4 weeks. Schedule this window wisely. Avoid having your elections coincide with national holidays or during times when a large number of members are typically on vacation. Use any analytical data you or your election partner may have about your membership to schedule the best possible open and close dates. A third-party vendor should be able to provide recommendations based on your particular industry and membership base.

Leverage your message: Promotion is critical to the success of your online election. Member-based associations have reported increased response rates of up to 10% when they implement solid promotion plans for their elections. One powerful message delivered through multiple channels increases membership awareness. Whether your purpose is to encourage nominations, explain proposed bylaw changes or promote your election, leverage as many communication vehicles as possible:

• Email

• Telephone auto-call campaign with a recorded message

• Notices on invoices

• Social media sites

• Banner ads on your organization’s home page with a link to the election website

• Postcards

• Mention on organization’s blog

Provide supportWhether you dedicate someone from your organization or use an outside vendor, it’s important to have member support in place. A message or link on the login page should lead members to someone who will answer their questions quickly and accurately. Ignored or unresolved inquiries will negatively affect attitudes towards online voting.

Remember — your organization’s success is dependent upon member involvement. Online voting options are designed to reach more of your membership base.

One powerful message delivered through multiple channels increases membership awareness.

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

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ONLINE VOTING

About Survey & Ballot SystemsFor over 20 years, Survey & Ballot Systems (SBS) has been providing customers with the tools, resources and expertise to conduct highly successful elections. Our commitment to data security, individualized design and unparalleled service has made us the preferred election management provider for many of the world’s top associations, cooperatives and organizations.

In 2010 alone, SBS processed over 2 million votes. We take pride in customizing our election services to the individual needs of each organization and their membership. This often means designing hybrid elections that incorporate both paper ballots and online voting. In fact, nearly 40% of our association clients use some online/paper ballot combination. We even offer online tools to automate the nomination process, making it easier for your members to take on leadership positions within your organization.

Best of all, when you partner with SBS, you can:

• Reduce your election budget

• Save time and focus your energy on your core business needs

• Increase voter response rate

• Improve member satisfaction and participation

From initial project design to delivery of your final results, SBS is committed to the success of your election.

References• SAS 70. (2010). Retrieved March 15, 2011, from http://www.tech-faq.

com/sas-70.html

• Postal Facts 2010. (2010). Retrieved March 15, 2011, from http://www.usps.com/communications/newsroom/postalfacts.htm

• 2011 Pew Internet & American Life Project. (2011). Retrieved March 15, 2011, from http://www.pewinternet.org/Trend-Data/Whos-Online.aspx

• More Cell Phone Owners Use an App for That. (July 7, 2010). Retrieved March 15, 2011, from http://pewresearch.org/pubs/1654/wireless-internet-users-cell-phone-mobile-data-applications

• Frequently Asked Questions. (2011). Retrieved March 15, 2011, from http://faq.usps.com/eCustomer/iq/usps/request.do?create=kb:USPSFAQ&view()=c%7B12adaeb0-57e2-11dc-51b6-000000000000%7D

Find Out MoreFor more information on how Survey & Ballot Systems has helped organi-zations with election management and connecting with membership, click here or contact us via phone at 800-974-8099.

From initial project design to delivery of your final results, SBS is committed to the success of your election.