Messaging Guide

19. Voting

Begin in agreement, for example: In a democracy, the right to vote is a fundamental freedom.
Use values, for example: Freedom, liberty, fundamental rights, basic rights, democracy.
Show how they benefit, for example: A modern voting system that is free, fair, and accessible makes it quicker and simpler for you to vote.

In general, progressives seek to simplify and improve the accuracy of voter registration and to make voting more convenient. Leaders on the far right try to make it harder for eligible Americans to register and vote. Your argument is based on freedom, patriotism, and modernizing our outdated voting systems. Their argument is based on an imagined fear of voter fraud.

Whether you are arguing for a progressive reform or against a restriction, begin with a statement of your values.

Say… In America, the right to vote is a fundamental freedom. And because we are the world’s leading democracy, our election system ought to be completely free, fair, and accessible.

Put the conversation in context. When talking about voting, progressives have two great advantages that are too rarely used by our side:

First, the most popular and powerful value in political debate is freedom. Use it for this issue. If voting is understood as a basic right like freedom of speech, then it must be protected. None of our freedoms should be limited without an overriding reason, and in this case, none exists. If you can win the frame that voting is a fundamental freedom, you’ll ultimately win the argument.

Second, Americans are (mostly) proud of American democracy, and an appeal to that patriotism helps persuade them. For example, here’s a narrative that opposes voting restrictions generally:

Say… In America, the right to vote is a fundamental freedom. We are the world’s leading democracy—and our election system should reflect that. It must be free, fair, and open to every qualified voter. As we protect election integrity, we cannot infringe on freedom.

How do we deal with lies about voter fraud?

In the real world, if someone tries to cast a ballot by impersonating an eligible voter or tries to manipulate voting numbers, that’s a crime punishable by years in prison. Because the penalty is so severe, this crime rarely happens.

The problem is that far-right media has convinced many Americans that voter fraud exists. The best messaging advice is to acknowledge the importance of protecting the integrity of our elections, argue that voting is the most basic right in a democracy, and push the debate toward making elections free, fair, and accessible. For example, when arguing against voter ID legislation, appeal to freedom and patriotism, and then:

Say… Protecting election integrity is essential – no question. But we cannot protect elections by taking away the freedom to vote. Every barrier the government puts up creates longer lines and higher costs for you and me. That’s not protecting democracy. That’s undermining it.

The narrative makes two points:

1. Long lines – In considering any policy, people first want to know how it affects them personally. Voter ID and limiting early or mail-in voting will increase everyone’s waiting time at the polls, perhaps by a lot. Let voters understand this law will personally inconvenience them.
2. Higher costs – Right now, any unnecessary government spending is unpopular. A photo ID requirement means the government will have to pay to educate voters about the new rules, educate precinct officials, and perhaps pay for staff or machinery to speed up the delays it will cause. This may sound like a small point, but it played a big role in winning a Minnesota referendum on voter ID.

Do not underestimate the difficulty of the progressive argument. Be mindful of Americans’ varied beliefs and use the best-informed messaging to win them over.