Throughout the past two years, while many of us were confined and our normalcy was altered, political parties were still preparing themselves for upcoming elections. They were mobilizing their volunteers, contacting voters, fundraising, etc. to be ready for the moment an election came.

With the political landscape experiencing a shift towards digitalization, GOTV is no exception. Though traditionally carried out while canvassing, the need and adoption of online GOTV tools were expedited due to confinement. With face-to-face interaction restricted, candidates and campaign managers still needed to prepare their voters for D day.

There are more and more digital tools available to add to your toolkit, and they provide instantaneous contact, unlike physical contact.


Build trust with your emailing strategy

Campaign teams usually have access to emailing lists which are used to build a community of potential supporters.

Emails can provide a lot of information to voters at once and with proper CTAs, or tracking tools, you can learn a lot about voters.

It’s important to approach your potential voters not as if you were selling a product but with honesty and genuine.

Peer-to-peer tools

Peer to peer is often referred to as “relational organizing”, a process through which a volunteer mobilizes their contacts. It has proven that 90% of people trust their circle more than what represents “authority”, like politicians, or complete strangers, like canvassers. What better process to increase GOTV than dedicated volunteers tapping into their spheres of influence?

Through the Women’s mobile app, volunteers and supporters can share their campaign’s message through different channels. Campaign organizers get to control the message, but volunteers are able to control how the message gets across and to whom, by targeting their friends, family, and others from their circles.

In addition, volunteers usually feel more comfortable using peer-to-peer tactics rather than going canvassing. It’s much easier to speak to someone you know than to approach complete strangers in their homes.

Paid digital media

You have to make sure that when searching for your candidate’s name or party, your ads will be displayed first. If not, there is a huge chance that your opponents are.

Once the name of your party/candidate is well positioned on Google paid searches, it is time to move even forward and start targeting those keywords that are related to your campaign

If there is still some budget left, you can try to compete with your competitors’ proposals, even pay for the name of their candidates or that of their party. That way, we are directing our marketing efforts to people that would not search for us normally (people that are not in our existing universe).


Similar to peer-to-peer tools is the possibility of sending SMS to a massive number of people.

It is riskier than GOTV with an already existing network since phone numbers can be hard to track and sometimes, there is a limit regarding the number of characters, but SMS has been proven to be less invasive than phone calls, and much more appreciated by people.

There are more and more digital tools at our disposal lately and they are also becoming more affordable and accessible. No matter where you are campaigning or your budget, there is always at least one tool that can fit your campaign wishes and needs.

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