An online voting system does more than provide a secure way for voters to cast a ballot. It also serves as an important communication tool, allowing organizations to present the right information at the right time throughout the online voting experience.
Not every election requires the same amount of information. Some online ballots may only need a title and a list of candidates, while others benefit from candidate information, reference materials, or additional context. The goal is not to provide as much information as possible, but rather the right information at the right time.
The Ballot Is Part of the Conversation
Organizations often think about voter communication in terms of election notices, reminder emails, and meeting announcements. Those communications are important, but the online ballot itself is another opportunity to communicate with voters.
For some elections, a brief introduction at the beginning of the online ballot can orient voters by explaining the purpose of the election, reminding them of important voting instructions, highlighting deadlines, or communicating other key information before voting begins. Other elections may not require an introduction at all.
The key is recognizing that communication doesn't end when a voter opens the online ballot. An online voting system should support communication throughout the voting experience, not just before it begins.
Organize Information Throughout the Ballot
As voters move through an online ballot, different questions naturally arise. Rather than presenting every piece of information in one place, organizations can organize information so it appears where it's most helpful.
For example, an online ballot might include an informational section before executive officer elections, another introducing proposed bylaw amendments, or additional explanatory text before a group of policy questions. Organizing an online ballot into logical sections creates a more intuitive voting experience, allowing voters to focus on the decisions they are making rather than navigating the ballot itself.
Provide Context for Positions and Questions
Some positions and ballot questions require very little explanation. Others benefit from additional context or instructions.
When voters reach a position or ballot question, one of the first questions they may have is, "What exactly am I voting on?" A position description might explain the responsibilities of a board member, committee representative, or officer, the length of the term being filled, or why a vacancy exists. A ballot question could summarize a proposed bylaw amendment, explain why members are being asked to vote, or describe the practical impact of the decision being presented.
Additional instructions can also explain how a particular contest works. This may include the number of candidates that may be selected, the voting method being used, or organization-specific instructions and terminology that are already familiar to voters.
Presenting this information alongside the relevant ballot item gives voters the context they need when they need it.
Help Voters Compare Candidates
Elections involving candidate races often benefit from providing additional information about each individual appearing on the online ballot.
Candidate photographs, biographies, statements, or qualifications can all be presented directly within the online ballot itself. An online voting system may also allow organizations to provide links to additional candidate information where appropriate.
Presenting this information within the online ballot makes it easier for voters to review and compare candidates as they make their decisions. Rather than switching between multiple websites or documents, voters can compare biographies, qualifications, candidate statements, or responses to standard candidate questions without leaving the online voting experience.
Include Reference Materials When Appropriate
Some elections require organizations to make additional materials available to voters, while in other cases those materials simply provide helpful background information.
Rather than trying to fit lengthy documents into an online ballot, organizations can provide links to reference materials where appropriate. These may include proposed bylaws, constitutional amendments, collective agreements, financial statements, meeting packages, nomination materials, or other official documents. An online voting system may host these materials directly or simply provide links to documents already available on the organization's own website.
Reference materials can complement the voting experience without becoming part of the ballot itself. This approach keeps the voting experience focused while ensuring additional information is available for voters who want to review it, or for organizations that are required to make these materials available as part of the election process.
Balance Information with Simplicity
Not every voter will read every piece of information provided, and that's okay.
Some voters simply want to cast their ballot. Others may wish to compare candidate qualifications, review reference materials, or better understand a proposed amendment before making a decision.
The goal isn't to maximize the amount of information on an online ballot. It's to make helpful information available where voters naturally need it, allowing those who want additional context to find it without distracting from the voting process.
Organizations should think about an online ballot the same way they think about any other important communication with their members: provide the information voters need, where they need it, and only when it adds value.
Planning an upcoming online election? Simply Voting has helped thousands of organizations conduct secure online elections while providing the flexibility to present candidate information, supporting documents, voting instructions, and other important election information throughout the online voting experience. Whether your organization prefers a self-service approach to online voting or would like assistance from our experienced election services team, contact us today to discuss your upcoming election.
