Right now, state legislatures are deciding some of the most critical issues impacting our daily lives: healthcare, education, and voting rights, just to name a few. That’s why it’s absolutely critical that we turn our every possible vote – not just for the top of the ticket but all the way down the ballot.
However, our research at Sister District reveals an alarming trend: Many voters, particularly those who identify as ideologically liberal, often vote for high-profile races like president or governor but fail to vote in down-ballot races, a phenomenon known as “down-ballot roll off.”
This drop-off can have significant consequences, especially for state legislative races that directly impact the lives of women of color. These races can determine the allocation of funds for schools, the accessibility of reproductive healthcare, and the protection of civil rights—all issues that disproportionately affect communities of color. Yet, many of these vital seats are left vulnerable because voters disengage before reaching them on the ballot.
Our research, conducted in collaboration with Data for Progress and Slow Clap, focused on understanding why voters roll off and what messaging strategies can keep them engaged through the ballot. We surveyed over 5,000 likely voters and held focus groups to explore what drives this behavior. We found that roll-off voters tend to be women, younger voters under 45, voters of color, and those without a college degree—groups that form the bedrock of the Democratic party.
Our survey participants' reasons for rolling off ranged from a lack of confidence in understanding down-ballot races to not seeing the immediate impact of those contests on their lives. For women of color, in particular, the additional burden of systemic disenfranchisement and underrepresentation can make voting in lesser-known races feel less urgent.
But we can change that. Our research points to crucial messaging strategies tested and shown to work. We can keep voters engaged when we emphasize the tangible impact that state legislatures have on issues voters care deeply about—like expanding Medicaid, raising the minimum wage, and ensuring reproductive justice. By showing how state legislatures are where “big picture” policies are implemented locally, we can underscore the importance of voting down-ballot.
This issue is particularly relevant for women of color who are activists, campaign staffers, or even just politically curious. State legislatures' decisions affect us deeply. By empowering voters to stay engaged throughout the entire ballot, we can help secure the wins that matter to our communities, ensuring that our voices are heard not just at the top of the ticket but where it counts most—in every race, at every level of government.
We encourage anyone working to elect women of color or advocating for issues that impact us to incorporate this research into your voter outreach efforts. Our toolkit offers downloadable content, tested messaging, and examples of effective ads that can help engage voters and counteract down-ballot rolloff. Together, we can build a more inclusive democracy—one where women of color are not only fairly represented but leading the way.
Lala Wu, Sister District Executive Director
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