Downballot Voter Toolkit | Sister District Project

Many Democrats “roll off” their ballots after voting at the top of the ticket, and we lose voters who could make a difference in vital state legislative races and other down-ballot contests. In this toolkit, we share

key findings, tested messaging, downloadable content, and examples of effective ads

that you can use to highlight the critical issues state legislatures decide and encourage voters to support down-ballot Democratic candidates.

RESEARCH OVERVIEW

Main takeaways from our focus groups and survey.

The Challenge Of Liberal Voter Roll-Off

Our focus groups and survey research have shown a significant trend: Voters who identify as ideologically liberal often vote for the top of the ticket but decline to vote in down-ballot races. Roll-off voters also tend to be women, younger voters under 45, voters of color, and those without a college degree.

Partners and Methodology

In collaboration with Data for Progress and Slow Clap, we conducted five (5) focus groups and a battleground-state survey of likely voters (n = 5,101). This research helps us understand the attitudes at play among different voter segments—such as confidence or agency—and points toward messaging themes to counteract roll-off.

KEY BARRIERS FOR VOTERS

For more insights from our roll-off survey, you can read the memo, watch a recording of our April 2024 research briefing, or download the briefing slide deck.

KEY BARRIERS FOR ROLL-OFF VOTERS

01

Voter Confidence

Liberal roll-off voters often feel overwhelmed and unsure about their choices in down-ballot races, highlighting a need for clear choice architecture that makes the voter confident in their ability to decide.

02

Information Needs

These voters frequently express a need for more information on candidate policy positions to make informed decisions, and they are often unaware of which policy issues are decided at the state level.

03

Media Consumption

The sources from which liberal roll-off voters obtain their news are predominantly social media platforms, differing from down-ballot voters who rely more on traditional news outlets.

MESSAGE DEVELOPMENT INSIGHTS

Key insights to guide effective message development.

MESSAGE DEVELOPMENT INSIGHTS

Drafting Effective Messages

Simplify the decision-making process

by framing a clear choice with clear stakes.

Emotionally engage voters

by focusing on outcomes rather than processes.

Create memorable content

that resonates even in a noisy electoral environment.

Values and
Emotional Activation

Research has shown the importance of creating messaging that is value-based. We incorporate values such as

freedom and care,

crucial in distinguishing Democratic positions. Some messages also leverage

negative partisanship against Republicans

to activate potential voters.

TOP PERFORMING MESSAGES

In-depth look at the top performing messages and the elements that make them effective.

TOP PERFORMING MESSAGES

Reproductive Freedom

Core elements of this messaging approach:

Places the decision to vote or not vote down ballot inside of existing choice architecture

Single salient issue that Dems care about

Shared value of freedom, builds on existing Dem narrative

Takes voters at their word on helpfulness of info on policy positions

Channels determination (“Fight to protect”)

ABORTION IS ON THE BALLOT, AND THE FIGHT IS IN THE STATES.

We hear a lot about the stakes of the Presidential election, but state legislators hold the power to protect or take away our reproductive freedom.

Since 2022, Republican legislatures in 21 states have passed abortion bans. We cannot let that continue. In this election, we must fight to protect our freedoms by voting for Democrats who share our values all the way down the ticket.

ABORTION IS ON THE BALLOT, AND THE FIGHT IS IN THE STATES.

We hear a lot about the stakes of the Presidential election, but state legislators hold the power to protect or take away our reproductive freedom.

Since 2022, Republican legislatures in 21 states have passed abortion bans. We cannot let that continue. In this election, we must fight to protect our freedoms by voting for Democrats who share our values all the way down the ticket.

Our Votes Can Make The Difference

Core elements of this messaging approach:

Small margin of victory -> your vote matters

It’s close but we’re ahead (razor-thin margins, polls show a dead heat) agency

Inspire through proof points (Pennsylvania) and evoke determination

Harnesses negative partisanship

State elections are often won by razor-thin margins.

In 2022, just 63 votes flipped the entire Pennsylvania House of Representatives blue!

Right now, Democrats are leading in state legislative races across the country, but the polls show a dead heat. And unfortunately, Democrats are more likely than Republicans to stop voting after ticking the box for President.

But not this year. Let’s come together and vote for Democrats all the way down the ballot.

OUR VOTES WILL MAKE THE DIFFERENCE IN STATE ELECTIONS THIS YEAR.

State elections are often won by razor-thin margins.

In 2022, just 63 votes flipped the entire Pennsylvania House of Representatives blue!

Right now, Democrats are leading in state legislative races across the country, but the polls show a dead heat. And unfortunately, Democrats are more likely than Republicans to stop voting after ticking the box for President.

But not this year. Let’s come together and vote for Democrats all the way down the ballot.

SAMPLE CONTENT

Downloadable static ads and a video for rebranding, and content for emails and all social media.

Reproductive
Freedom

Our Votes Can
Make A Difference

Video Content

Download Our
Digital Toolkit

Is your organization interested in using our digital toolkit to drive voter turnout all the way down the ballot? Enter your information here to access our digital assets. A program manager may follow up to learn more about your ad program. Sister District will not use email addresses for any purpose other than disseminating the materials.

Sister District is making this content available under a limited license (CC BY-NC). You may distribute, remix, adapt, and build upon the material in any medium or format, for noncommercial purposes only. It is your responsibility to ensure that your use of this content complies with campaign finance law and you should add your own “Paid for by…” disclaimer for any paid distribution or when otherwise required.

Many Democrats “roll off” their ballots after voting at the top of the ticket, and we lose voters who could make a difference in vital state legislative races and other down-ballot contests. In this toolkit, we share

key findings, tested messaging, downloadable content, and examples of effective ads

that you can use to highlight the critical issues state legislatures decide and encourage voters to support down-ballot Democratic candidates.

RESEARCH OVERVIEW

Main takeaways from our focus groups and survey.

The Challenge Of Liberal Voter Roll-Off

Partners and Methodology

KEY BARRIERS FOR VOTERS

For more insights from our roll-off survey, you can read the memo, watch a recording of our April 2024 research briefing, or download the briefing slide deck.

01

Voter Confidence

02

Information Needs

03

Media Consumption

MESSAGE DEVELOPMENT INSIGHTS

Key insights to guide effective message development.

Drafting Effective Messages

Simplify the decision-making process

by framing a clear choice with clear stakes.

Emotionally engage voters

by focusing on outcomes rather than processes.

Create memorable content

that resonates even in a noisy electoral environment.

Values and Emotional Activation

Research has shown the importance of creating messaging that is value-based. We incorporate values such as

freedom and care,

crucial in distinguishing Democratic positions. Some messages also leverage

negative partisanship against Republicans

to activate potential voters.

TOP PERFORMING MESSAGES

In-depth look at the top performing messages and the elements that make them effective.

Reproductive Freedom

Core elements of this messaging approach:

ABORTION IS ON THE BALLOT, AND THE FIGHT IS IN THE STATES.

We hear a lot about the stakes of the Presidential election, but state legislators hold the power to protect or take away our reproductive freedom.

Since 2022, Republican legislatures in 21 states have passed abortion bans. We cannot let that continue. In this election, we must fight to protect our freedoms by voting for Democrats who share our values all the way down the ticket.

ABORTION IS ON THE BALLOT, AND THE FIGHT IS IN THE STATES.

We hear a lot about the stakes of the Presidential election, but state legislators hold the power to protect or take away our reproductive freedom.

Since 2022, Republican legislatures in 21 states have passed abortion bans. We cannot let that continue. In this election, we must fight to protect our freedoms by voting for Democrats who share our values all the way down the ticket.

Our Votes Can Make The Difference

Core elements of this messaging approach:

State elections are often won by razor-thin margins.

In 2022, just 63 votes flipped the entire Pennsylvania House of Representatives blue!

Right now, Democrats are leading in state legislative races across the country, but the polls show a dead heat. And unfortunately, Democrats are more likely than Republicans to stop voting after ticking the box for President.

But not this year. Let’s come together and vote for Democrats all the way down the ballot.

OUR VOTES WILL MAKE THE DIFFERENCE IN STATE ELECTIONS THIS YEAR.

OUR VOTES WILL MAKE THE DIFFERENCE IN STATE ELECTIONS THIS YEAR.

State elections are often won by razor-thin margins.

In 2022, just 63 votes flipped the entire Pennsylvania House of Representatives blue!

Right now, Democrats are leading in state legislative races across the country, but the polls show a dead heat. And unfortunately, Democrats are more likely than Republicans to stop voting after ticking the box for President.

But not this year. Let’s come together and vote for Democrats all the way down the ballot.

SAMPLE CONTENT

Downloadable static ads and a video for rebranding, and content for emails and all social media.

Reproductive Freedom

Our Votes Can Make A Difference

Video Content

Download Our Digital Toolkit

MORE RESOURCES

Additional materials and research about roll-off and its impact.

Paid for by Sister District Project. Not authorized by any candidate or candidate committee.

GET INVOLVED

LEARN MORE

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Values and
Emotional Activation

Reproductive
Freedom

Our Votes Can
Make A Difference

Download Our
Digital Toolkit