7 Keys to Navigating Election Season

Free and fair elections are essential for affirming our democracy. Yet election season raises the temperature of civic discourse. 

As this year’s upcoming midterms demonstrate in real time, elections can amplify political polarization and spike anxiety levels.

They also deliver information (and sometimes misinformation) overload, particularly as political ads start dominating our screens and social media.

As a result, election season is a challenging time for many social good leaders and communicators who want to continue to tell their stories, maintain momentum, and stay clear of the political fray. Here are seven ways to navigate what can be a precarious time.

1. Stay true to your mission: Your mission serves as a North Star to guide activities and actions regardless of what is happening in the broader world. While it makes sense to assess your tactics and approach during election season, it isn’t the time to make significant strategic and messaging shifts to align with political trends, particularly because the election results may have implications that require organizations to pivot from recently adopted positions. Leading by example means staying true to the mission that can move your organization forward. 

2. Check your language: Your audience is likely hypersensitive to words and phrases that carry political or partisan overtones. It’s worth staying up to date on lists of words and phrases that resonate across the political spectrum. PACE Civic Language Perceptions Project updates the most “bridgey words” annually. Community, Freedom, Unity, Service, and Belonging are among the top words that resonate across the political divide.

3. Read the room: People within and close to your organization are likely being flooded with information and messages, some of which is extreme and potentially unsettling. Take a close look at your editorial calendar in the run-up and aftermath of the election to avoid adding to the stress. Look for a blend of inspiring stories and messages that are easily digestible and action oriented. A short, steady note from leadership before and after Election Day can go a long way. 

4. Encourage civic participation: Election season offers the opportunity for everyone to have a voice. Encouraging staff and key stakeholders to vote benefits all of us. It’s also a reminder to consider developing proactive initiatives such as nonpartisan get-out-the-vote campaigns and grassroots advocacy networks. Fairfield County’s Community Foundation, for instance, created its Allies advocacy network, an effective model for engaging local citizens in state legislative issues throughout the year. 

5. Mind the inbox crush and the post-election hangover: Your supporters’ inboxes are packed with political fundraising appeals. GivingTuesday falls on Dec. 1, less than a month after the election, and donors may feel exhausted or newly energized, depending on the results. It makes sense to hold off on major appeals until after the election dust has settled, and plan year-end messaging that works for either mood.

6. Brief your board and leadership: Board members and executives are often seen as speaking for your organization, even when they post on personal accounts. A quick, friendly reminder about keeping personal political views separate from the organization’s voice can prevent uncomfortable situations. Make sure everyone knows who is authorized to speak for the organization and where to send media or stakeholder inquiries.

7. Prepare for the unexpected: It’s hard for a day to pass without media outlets raising concerns about whether Election Day will bring controversy or chaos. It’s wise to consider now how your organization would respond if the unexpected were to occur. Revisit your crisis communication protocols and consider some what-if scenario exercises in case you need to communicate through a crisis. 

Leaders and communication pros who approach election season with greater awareness and a sound plan are in a position to maintain organizational momentum while limiting the distracting negative noise. Putting these seven steps into action can help you navigate before, during, and after the votes are counted.