Operation Registration
The 2020 election yielded unprecedented levels of voter turnout, in part due to pandemic-related policies that expanded voting access. Despite significant progress, voter participation gaps remain prevalent, and while voter-friendly policies can help to reduce existing barriers to participation, they do not directly increase the motivation of a new, potential voter to register or participate. With each election, millions of Americans find themselves unable to vote because they miss a registration deadline, aren’t sure how to register, or are deterred from the democratic process due to easily solvable issues, such as updating their registration information after moving. Additionally, even previously registered voters may find they have been removed from the voter rolls.
Current Population Reports issued by the U.S. Census Bureau determined that an estimated 27 percent of all Americans among the citizen voting-age population, approximately 63 million people were not registered to vote in the 2020 election. Those 63 million unregistered U.S. citizens account for 82 percent of constituents who did not vote.
As their community’s most trusted institution, nonprofits play a vital role in developing an informed electorate. In fact, a recent poll commissioned by Independent Sector determined that seven in 10 voters (71%) think it is a good idea for nonprofits to offer voter support services, like voter registration. Educating constituents about voter registration options, requirements, deadlines, and procedures makes voting probable, especially for voters who are new to the process or are impacted by historical patterns of exclusion and disenfranchisement. Participating in voter registration activities allows nonprofit organizations to leverage their engagement assets and unparalleled reach to optimize voter participation and turnout among staff, volunteers, affiliate members, and the communities we serve.
Use the following resources to integrate voter registration initiatives into your nonprofit’s voter engagement plan:
Step 1: Be Informed About the Rules of the Road
Nonprofits may develop and distribute nonpartisan voting guides that provide information that is not always readily available, including information on when and how to register, where to vote, issues that are on the ballot, and more. In 49 states and Washington D.C., a person must be registered in order to cast a vote in elections. In many states, third-party voter registration groups such as charitable nonprofits fill in the gap where the state has failed to engage potential voters by hosting voter registration drives.
Third-party voter registration drives are nonpartisan, community efforts that encourage and assist people in registering to vote. While almost all states allow voter registration drives, some ban them entirely, and many states have implemented policies that seek to regulate voter registration efforts. Such policies include requiring groups to register and/ or complete training through the state, as well as strict deadlines that require completed applications to be returned before the general registration deadline.
Review the library of guides for holding voter registration drives in every state before planning your nonprofit’s voter registration initiative and/or activities. Compiled as a joint effort by the Fair Elections Center, Campus Vote Project, and National Voter Registration Day, these guides detail the state-by-state rules and regulations for organizations planning to host voter registration events. Additional voter registration resources can be accessed in the Voter Registration Guide of the Nonprofit Voter Engagement Playbook.
Step 2: Be Engaged and Equipped
Participating in nonpartisan voter registration efforts, whether in-person or entirely online, can be an effective way to broaden your audience, increase your nonprofit’s total number of engagements, and expand your mobilization efforts nationwide. By leveraging technology and the expertise of our partners, the nonprofit sector possesses the ability to educate eligible voters about their state and local voting policies, how to register, early voting options, election reminders, mail-in ballot requirements, and more.
Initiating conversations about voter registration and related topics can be tricky, particularly in a polarized environment. Thankfully, with the help of our Flagship Partners, the process of developing a nonpartisan message framework doesn’t have to be a daunting task. Below are some key takeaways from research and lessons learned about the type of communication, messaging, and language that inspires action around voter registration and beyond.
In general, messages about voting fall into a few categories or appeals:
- Identity (e.g., “Are you a voter?”, “Be a voter”, etc.)
- Issue-based (focusing on the tangible impacts of voting on issues such as healthcare, education, public transportation, police reform, etc.)
- Empowerment (focusing on the voter’s ability to advance change)
- Process-oriented (directives and detailed information on the voting process)
Across these different types of messages, a key finding is that messages that feel personal, conversational, and timely are most effective. Regardless of message frame, voters respond best to trusted messengers in the workplace, in their communities, and in their personal networks of friends and family. As the nation’s third-largest private sector employer, nonprofits interface with the nation’s most diverse communities. By using a culturally competent approach to voter registration, your nonprofit can meet voters where they are and break through to those who are most marginalized by the election system.
Use the following resources to ensure your nonprofit’s messaging is culturally competent and relevant for the people you serve:
- Voter Registration Script
- Frequently Asked Questions When Doing Voter Registration
- Tips for Increasing Cultural Competency: Voter Registration
- Engaging New Voters
- Tips for Talking to Voters
Step 3: Be Involved in National Voter Registration Day
With nearly 4.7 million voters registered since its inception, National Voter Registration Day and the diverse and dedicated nationwide coalition of partners have shown that celebrating democracy and growing our democracy are equally important.
Beyond registering voters, National Voter Registration Day also seeks to make sure Americans are #VoteReady by raising awareness of state-specific voter registration deadlines and policies, providing voters with election information, and informing voters about their different options for casting a ballot. The act of registering to vote begins with a constituent deciding that becoming a registered voter is something they truly want to do. While there are times when constituents may come to that decision on their own, oftentimes it’s the result of an impactful encounter they had with a nonprofit stakeholder.
September 20, 2022, marks the 10th anniversary of celebrating and strengthening democracy since the holiday’s launch in 2012. By celebrating National Voter Registration Day, your nonprofit will help to ensure that no one who wants to cast a ballot, regardless of political affiliation, misses the opportunity to make their voice heard. Join our efforts to cultivate meaningful interactions with potential voters in the communities you serve to ensure their voter registration status is up to date, active, and ready to be exercised in 2022 and beyond.
Bonus Step: Register Your Nonprofit’s National Voter Registration Day Event
This National Voter Registration Day resource features a directory of planned in-person and virtual voter registration initiatives to help future voters and those interested in volunteering find local events.
Upon completing the steps outlined above, register the voter registration activities outlined in your nonprofit’s voter engagement plan.
The Nonprofit Voter Empowerment Project is a nonpartisan pledge campaign that was developed by Independent Sector in partnership with Nonprofit VOTE to support nonprofits as they work to increase voter participation among their staff, grantees, volunteers, and constituents in 2022 and beyond.
