Voter databases. Fundraising lists. Talking points. Polls and focus groups – and, of course, flooding the zone with campaign ads and merchandise. Political campaigns, particularly national political campaigns, have many tools to persuade us to vote for their candidates (did we mention they have many tools?). This is political junkies’ finest hour; for Americans who love to consume politics like sports, the last few months of a national campaign, well, they’re like the Olympics.
But – as the days to the election dwindle, it can be common for supporters of a particular candidate or cause to feel the need to do more. Maybe this describes how you feel right now. If so, that’s great! We’d never discourage anyone to be less involved, regardless of the candidates or issues you may support. But as you do, remember that all acts on behalf of a campaign are not necessarily created equal – especially if persuasion is your goal.
In honor of the recently concluded Olympics, here’s how we’d place everyday campaign actions on the event podium, from least to most effective.
Posting on social media
We get it. It feels good – even empowering – to talk about campaign developments on Facebook, Twitter/X, Instagram, or wherever. But in terms of swaying an election, social media posts are one of the least effective tactics. Sure, they can increase awareness, but often they only reach people who agree with your views. Even if your posts punch through the algorithms to greater audiences, discussions often devolve into arguments, which can alienate potential supporters. Commenting, liking, or sharing posts create a sense of activism, but rarely translate into the real-world actions necessary to influence elections.
That said, social media can still support your efforts. When combined with more direct forms of communication, social platforms can help amplify messages, rally supporters, and organize events – it’s just not a substitute for the personal connection and dialogue that typically drive electoral change.
Putting up yard signs
Displaying a yard sign is a simple way for average Americans to show support for a candidate (maybe even while covering up a late-summer dead spot in the yard). Yard signs (or, in recent years, campaign flags) can add to the sense of a growing, popular movement. Still, yard signs are mostly symbolic – evidence tends to show they rarely change opinions or convince other Americans to act.
Still, they can remind neighbors and passersby that an election is happening, motivate fellow supporters, and give undecided voters an anecdotal data point about a candidate’s viability and level of support. Bottom line, displaying yard signs can’t necessarily hurt a candidate or cause – but it’s wise to be realistic about their impact.
Making phone calls
Calling friends, family, or fellow voters about a candidate or issue is more personal than online discussions or yard signs. Even for the average citizen, phone banking can play a key role in voter outreach. That’s if you can get past the first (daunting) barrier – many Americans avoid answering calls from unfamiliar numbers, making this a hit-or-miss strategy.
Texting voters
Texting is an efficient way for citizens to reach many voters with key information, like voting deadlines or candidate positions. While less personal than a phone call, texts tend to have higher open rates and provide brief, but effective, engagement.
Writing letters or sending postcards
Sending a letter or postcard to voters or contacts can have a surprising impact. For citizens who want to help, participating in organized letter-writing campaigns or creating your own postcards brings a tangible, thoughtful connection to the recipient. It’s more intimate than a phone call or text and can leave a lasting impression.
Having face-to-face conversations
Talking to friends, family, neighbors, or co-workers in person is one of the most powerful actions a citizen can take. Whether at a backyard barbecue or running errands, having a calm, respectful conversation can influence opinions and get people to reconsider their positions. Face-to-face communication allows for meaningful dialogue that can address doubts or questions.
Relational organizing
This is a grassroots strategy that leverages personal relationships to drive political or social action. Instead of relying on traditional methods like phone banking or canvassing strangers, relational organizing focuses on engaging friends, family members, coworkers, and neighbors. The idea is simple: people are more likely to be influenced by someone they already know and trust than by a campaign volunteer or unknown caller. By tapping into these pre-existing relationships, individuals can have meaningful conversations that are more persuasive and impactful.
This approach is particularly effective because it builds on trust and familiarity. When you talk to someone you know about an issue or candidate, they’re more likely to listen with an open mind and engage in a genuine discussion. Relational organizing also allows for deeper, more personalized conversations. Unlike a standard phone script, these dialogues can address specific concerns, questions, or misinformation, making it easier to inspire action, whether registering to vote, showing up to the polls, or advocating for a cause. It’s a powerful way for average citizens to make a tangible difference in their communities by using their relationships to foster civic engagement.
