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Magnitude, White Paper
August 12, 2026

Getting Out the Vote: Who’s Not Voting, Why, and How We Can Reach Them

This white paper is written for marketing and advertising firms who are looking to get involved in civic engagement campaigns.

Virginia Gallner, Director of Research & Insights
Edited by Katie Swalm
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Getting Out the Vote: Who’s Not Voting, Why, and How We Can Reach Them
Magnitude, White Paper
August 12, 2026

Getting Out the Vote: Who’s Not Voting, Why, and How We Can Reach Them

Get Out The Vote (GOTV) advertising differs significantly from political campaign advertising. It should strive to be bipartisan and emphasize the importance of individual voices in governmental decisions.

Looking ahead to the midterm elections, it’s important to consider: a) why some people chose not to vote in the last midterm; b) what strategies worked to reach them, and c) how we can reach them now.

In this white paper, we will examine voting patterns in the United States to better understand why people might choose not to vote, and how to convince them to participate in midterm elections. Want to run a campaign? Reach out to us at orion@magnitudeofchange.com.

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Key Takeaways

1

The Problem

Voter turnout is lower than it should be, especially during midterms. In the last midterm election, turnout was only 46.8% of the voting age population.

2

Who's Not Voting

Young adults and older adults vote at lower rates; similarly, Black and Latino communities are underrepresented in the voting population, as well as those living with disabilities or low socioeconomic status. Geographically, the South had the lowest voter turnout in the 2022 midterms.

3

The Motivation

Convincing people that their vote matters isn’t easy. It gets even harder for midterm and local elections. Appealing to a sense of civic duty can help with that.

4

How Behavior Change Campaigns Help

Behavior change strategies can help get out the vote: engendering a sense of self-efficacy; nudging people to fulfill their civic duties; building on their values to motivate them to take action.

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