Best practices for creating content about voting

Whether you're creating a social post, video, email, or webpage, the goal is the same: help people take the next step toward voting. The best calls to action are clear, timely, and focused on reducing barriers rather than convincing people that voting matters.

This guide explains which VoteAmerica products to use throughout the election cycle and shares messaging effective principles.

Keep the message simple

When creating content, ask yourself:

• What is the one action I want someone to take?
• Does my post tell them exactly how to take that action?
• Have I made voting feel simple and achievable?
• Did I include the date of the election?

If the answer is yes, you're on the right track.

Remember, our goal isn't just to encourage people to vote, it's to help them successfully cast a ballot. Every piece of content should make the voting process feel easier, clearer, and more accessible.

Start with voter registration verification

If you're not sure which tool to use, use Verify.

86% of voting eligible Americans are already registered to vote. Because many people assume they're already registered, asking them to "register to vote" often causes them to skip the action altogether.

Encourage people to verify their voter registration. Even registered voters benefit from checking that:

• Their registration is active.
• Their address is up to date.
• They know where they're registered.

Verification is an evergreen call to action that works throughout the year, including during National Voter Registration Day and other voter registration focused campaigns.

Recommended CTA:

• Verify your voter registration.
• Double check your voter registration.
• Make sure your registration is up to date.

Match your call to action to the election calendar

As Election Day approaches, people need different information. Tailor your content to the actions that are most relevant at that moment.

Special cases

Help young people get ready to vote

FutureVoter helps eligible teens pre-register to vote where available, making it easier for them to participate once they become eligible.

If your audience includes people under 18 (or parents, educators, or organizations that work with young people) consider using FutureVoter.

Permanent absentee voting

Permanent Absentee Voting (PAV) allows voters to sign up to receive ballots in the mail for all future elections. 10 states have this as an option for voters. When you receive your ballot in the mail you’ll never miss an election because that ballot serves as a reminder.

If your audience is specific to Arizona, Illinois, Maine, Maryland, Michigan, Minnesota, Montana, New Jersey, New Mexico, and Virginia.

Focus on helping, not persuading

The most effective voting content removes uncertainty.

People are more likely to take action when they know:

• when to vote,
• where to vote, and
• what they'll need to bring

Whenever possible, make the next step obvious and easy.

Instead of emphasizing the importance of voting in general, focus on helping people successfully cast a ballot.

Keep the tone positive

Voting can feel complicated. Your content shouldn't.

We recommend using language that is encouraging, optimistic, and action oriented.

Instead of creating pressure, invite people to participate.

For example:

Good

• Verify your registration today.
• Make your plan to vote.
• Find your polling place before Election Day.
• Remind your friends to verify their registration.
• Bring someone with you to vote.

These messages encourage participation without creating unnecessary anxiety.

Make voting feel manageable

Election rules vary by state, laws can change between elections, and deadlines are often tied to Election Day so they move around. Many voters simply don't know where to start.

VoteAmerica exists to remove those barriers by helping people quickly find accurate, state specific voting information and complete the actions they need to successfully cast their ballot.

The simpler you make the next step, the more likely someone is to take it.

General tips

• Lead with one clear call to action.
• Link directly to the most relevant VoteAmerica tool.
• Match your message to where voters are in the election cycle.
• Keep language simple and actionable.
• Whenever possible, encourage people to help friends and family participate too.

When in doubt, start with Verify. It's the most broadly applicable action and a great first step for nearly every audience, any time of year.