Connecting the dots
Refine your focus
So much of municipal election campaign focus is on the candidates. And it makes sense. They’re the ones committing to big leaps of faith into the unknown, taking leaves of absence from their jobs, knocking on hundreds of doors day after day. It’s a lot and it’s attention-worthy.
But there’s another story here, and it’s one that any progressive candidate needs to reckon with.
“Research shows that electors... tend to believe that local government matters less to their lives, and feel less of a “duty” to vote in local elections”
Average voter turnout for 2018 municipal elections in Ontario was just 38.3%. Municipal elections traditionally have the lowest level of voter engagement, compared to provincial and federal. If you’re reading this, you probably know how many areas of daily life are shaped by municipal agendas, legislations, and budgets. And you might feel frustrated by the prospect that 60% of eligible voters in your municipality could be sitting this vote out.
But what if, instead of getting frustrated with disengaged voters, we turned some of our focus to these communities and really understanding their unique needs, friction points, and vision for the future? Maybe these voters don’t feel a sense of “duty” to vote municipally because they haven’t observed a reciprocal sense of duty from previous candidates vying to represent them. How can we rise to the challenge of representing someone without first learning who they are?
“The current model... which relies on short-term mobilization tied to election cycles and overly focuses on “likely voters,” is grossly insufficient and further reifies existing inequities.”
In digital marketing and online campaigning, having a deep understanding of your target audience is the pivotal first step of creating a successful campaign. It’s an approach that translates well to municipal politics.
Are the issues that your campaign is promoting the ones that resonate strongest with the communities you need to reach? And are you able to demonstrate to these communities how you will develop an action plan that is rooted in engagement, transparency, and accountability?
Here’s a quick checklist for you to try out with your campaign leadership.
What age brackets have the highest representation in your ward and is this a deviation from the municipal trend?
Have these age demographics changed significantly in the past 10 years?
How many households include young children or an aging parent?
What percentage of residents are new Canadians and/or refugees?
What percentage of your ward owns their home versus rents it?
How many of the residents in your ward are on a social assistance program like ODSP, OW, or CPP?
What languages are spoken at home in your ward?
Is the rate of unemployment in your ward higher, lower or about equal to that of the municipality?
How long does it take residents in your neighbourhood to get to work and how many of them rely on public transit to get there?
Research isn’t just for writing great policy proposals and solid platforms.
It’s a critical component to understanding who you are to take a chance on you as their candidate. Putting some shine on the residents of your ward can help them feel invested in and committed to, which can be a critical first step in re-engaging a voter base.
Want to get started on your audience research? We’re here to help!