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Three Different Types of Voters

By Bill Berry

In our work of passing bond, tax and revenue measures, we have found that there are three different types of voters that campaigns must be aware of as they develop their campaign strategy and tactics.

I call the voters "my family": my father, my mother and my sister.

My father is a 77-year-old, Republican, homeowner. He always votes. If the election were on Christmas Day he would go to church, pray for his children, and then go and vote.

My father never has nor never will vote for a tax increase in his life. There is no argument you can make to him. He was born in the year the Great Depression started and believes in the virtue of self reliance. Tax increases go against that well-held belief.

My mother is a 68-year-old Independent, homeowner. She always votes as well - but there are two things my mother needs in order to support a bond or tax measure. She wants to read the "War and Peace" version of the measure, so she can decide if it was well planned, well thought out and necessary. It is also helpful to wrap the details of the measure around a compelling story that my mother can identify with.

But, my mother is a busy woman - primarily trying to keep my Dad out of trouble. Those schools, colleges and communities that take the time to communicate a clear and relevant message to my mom are likely to earn her support. Those that hope she will do the research herself will often lose my mom's support.

Then, there is my sister. She's a 40-year-old, single mother of two, who rents. She will almost always support a bond or tax measure. She has two kids in school, so she sees the direct benefit. And her kids will probably take a computer class or swimming lessons at the local community college.

The problem with my sister is that she votes only once every three to four years. One Oprah or Dr. Phil marathon on Election Day and my sister won't vote.

Our suggested strategy for these voters is simple: stick with the facts when it comes to my dad - don't try and stretch the truth. He is going to vote no, but you want it to be a quiet no. You don't want him writing letters to the editor or talking to his friends at the coffee shop about the measure.

Persuade my mom with the facts wrapped around a compelling story.

And, turn your entire volunteer operation into getting my sister to the polls. Whether it's voter registration, an absentee ballot campaign or a targeted and aggressive phone banking operation- you need my sister to vote.

Three different types of voters; three different strategies and tactics for the campaign to decide upon.

Welcome to Thanksgiving dinner with my family.