Messaging principles

When talking about voting:

Lead with helpful information.

Focus on the next action someone should take.

Keep it positive.

Encourage participation instead of creating pressure.

Reduce uncertainty.

People are more likely to vote when they know where to go, when to vote, and what they'll need.

Keep it simple.

One clear call to action performs better than trying to communicate multiple actions in a single post.

Include the date of the election.

Everyone knows Tax Day but Election Day changes every year! 

When in doubt, ask people to verify their voter registration. It's the most universally relevant action and the best starting point for nearly every audience.

What to avoid

Small changes in wording can have a big impact on whether someone takes action. These guidelines are based on what we've seen perform well across our own campaigns, partner campaigns, and broader voter engagement research.

Instead of...

Try...

Why
"Register to vote." "Double check your voter registration." 86% of eligible voters are already registered. Asking people to verify their registration is a more inclusive call to action and encourages more people to complete the process, whether they need to register, update their information, or simply confirm everything is correct.
"Go vote!" "Find your polling place." or "Make your plan to vote." Specific, actionable guidance is more effective than broad encouragement. Help people understand exactly what to do next.
Several calls to action in one post. Focus on one clear action. Giving people one simple next step makes it more likely they'll complete it.
Fear or guilt based messaging. Positive, encouraging messaging. We recommend framing voting as an opportunity rather than an obligation. Encourage people to participate instead of making them feel pressured.
Complicated explanations of election rules. Simple, actionable guidance. Election rules can be confusing. Focus on helping people complete the next step rather than explaining every possible scenario.
Assuming people know what to do. Tell people exactly where, when, or what to bring  to vote. Research consistently shows that reducing uncertainty helps increase participation. Clear instructions outperform general reminders to vote.

Sample CTAs

Below are examples of language you can use in social posts, videos, emails, websites, and other outreach. Feel free to build off these examples to match your voice while keeping the call to action clear and action oriented.


Verify voter registration

Best used: Year round, especially around registration deadlines and National Voter Registration Day.

Short CTAs

  • Verify your voter registration.
  • Double check your voter registration.
  • Make sure you're ready to vote.
  • Check your registration in under a minute.

Social examples

Example 1

Take a minute to double check. It only takes a moment, and it can save you a headache later.

Example 2

Before Election Day is here, verify your voter registration and make sure you're all set to vote.

Example 3

The easiest voting task you can do today? Check that your voter registration is current.


Vote by Mail

Best used: During your state's vote-by-mail request period.

Short CTAs

  • Request your mail ballot.
  • Vote from home.
  • Don't miss your vote by mail deadline.
  • Make your voting plan today.

Social examples

Example 1

Planning to vote by mail? Make sure you request your ballot before your state's deadline.

Example 2

If voting by mail works best for you, don't wait until the last minute. Check your deadline and request your ballot today.


Permanent Vote by Mail

Best used: In states that offer permanent absentee or permanent vote-by-mail enrollment.

Arizona, Illinois, Maine, Maryland, Michigan, Minnesota, Montana, New Jersey, New Mexico, and Virginia.

Short CTAs

  • Sign up to receive future ballots by mail.
  • Skip the extra step next election.
  • Enroll in permanent vote by mail.

Social examples

Example 1

If your state offers permanent vote by mail, you may only need to sign up once to receive future ballots automatically.


Find your polling place

Best used: Early voting through Election Day.

Short CTAs

  • Find your polling place.
  • Find your early voting location.
  • Know where you're voting before Election Day.
  • Make your voting plan.

Social examples

Example 1

Know where you're voting before you head out. Find your polling place and make a plan today.

Example 2

Early voting has started! Find your voting location and choose a time that works for you.

Example 3

One less thing to think about on Election Day: know exactly where you're voting before you leave home.


FutureVoter

Best used: Year round when speaking to teens, parents, educators, or youth organizations.

Short CTAs

  • Pre-register to vote.
  • Be ready when it's your turn.
  • Your first election starts here.
  • Get ready to vote before you turn 18.

Social examples

Example 1

If you're 16 or 17, you may be able to pre-register to vote today. It only takes a few minutes.

Example 2

Your first election starts long before Election Day. See if you can pre-register today.

Example 3

Parents: Help your teen take one simple step toward civic participation by checking whether they can pre-register to vote.

Get your friends and family to vote too!

Helping someone else vote is one of the most effective ways to increase participation.

Examples

  • Remind a friend to verify their voter registration today.
  • Share this with someone who's voting for the first time.
  • Send this to someone who recently moved.
  • Make a voting plan with a friend or family member.
  • Help someone you know check their registration before the deadline.

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