Behavioral science tells us that people are more likely to follow through on their intentions when they make a public or private commitment. These commitment devices—a concept explored in Richard Thaler’s Nudge—create accountability and strengthen resolve, making them a powerful tool in political campaigns.

In the context of voter registration, commitment devices can be used to nudge supporters toward action. By encouraging people to declare their intention to register or vote, campaigns can inspire higher participation and foster a stronger connection with voters.

What Are Commitment Devices?

Commitment devices are psychological nudges that help people stick to their goals by creating a sense of obligation or accountability. They work because humans have a natural desire to align their actions with their promises.

• Example: Signing a pledge to vote makes people more likely to follow through on Election Day.

Why Commitment Devices Work

1. They Leverage Social Accountability

Public commitments increase the pressure to follow through, as people don’t want to appear unreliable or insincere.

• Example: Posting on social media that you’ve pledged to vote creates a sense of accountability among your friends and followers.

2. They Turn Intentions Into Actions

Many people intend to vote or register but fail to follow through due to procrastination or forgetfulness. A commitment device bridges the gap between intention and action.

3. They Create a Personal Stake

Making a commitment—even informally—creates a psychological bond that motivates follow-through.

Examples of Commitment Devices in Campaigns

1. Voter Pledge Cards

Ask supporters to sign a card or fill out a digital form pledging to register and vote.

• Example: “I pledge to make my voice heard on Election Day. I will register and vote because my community matters.”

2. Social Media Challenges

Encourage supporters to publicly commit to voting by sharing their pledge on social media.

• Example: “I just pledged to vote this year—will you join me? Let’s make history together!”

3. Reminder Systems

Create a system where voters receive personalized reminders after making a commitment.

• Example: “You pledged to vote! Don’t forget—registration closes in 3 days. Click here to register: [Link].”

4. Group Commitments

Encourage people to form groups that hold each other accountable for registering and voting.

• Example: “Make it a team effort! Commit with friends to register and vote together.”

How to Use Commitment Devices Effectively

1. Make the Commitment Visible

Public commitments are more powerful than private ones. Use social proof to amplify the impact.

• Tip: Create a digital leaderboard showing how many people in a community have pledged to vote.

2. Pair Commitments with Reminders

Follow up with supporters who make commitments to keep them engaged and motivated.

• Tip: Use email or text reminders with personalized messages like, “You pledged to vote—here’s how to find your polling place.”

3. Make it Fun and Interactive

Add an element of gamification to commitments, such as badges or rewards for those who follow through.

• Example: “Sign the pledge to vote and earn a campaign sticker at your next event!”

Historical Examples of Commitment Devices

1. The “I Voted” Sticker

The simple act of wearing an “I Voted” sticker serves as both a reminder and a commitment device. It reinforces the norm of voting and encourages others to participate.

2. Rock the Vote Campaigns

These initiatives combine music, celebrities, and social media to encourage young voters to commit to registering and turning out on Election Day.

3. GOTV (Get Out the Vote) Phone Banks

Many campaigns use volunteers to call voters and ask them to commit to voting, often including a follow-up reminder closer to Election Day.

The Benefits of Commitment Devices in Campaigns

1. Increased Voter Engagement: Commitments create a sense of responsibility, motivating people to act.


2. Higher Turnout Rates: Pledges and reminders help bridge the gap between intention and action.


3. Stronger Community Bonds: Public commitments foster a sense of shared purpose and collective effort.

Final Thoughts

Commitment devices are a simple yet powerful way to nudge people toward registering and voting. By turning intentions into actions and leveraging the power of accountability, campaigns can inspire greater participation and build stronger connections with voters.

As Richard Thaler reminds us in Nudge, “If you want people to take action, give them a reason to commit—and help them follow through.”

Ready to integrate behavioral science into your campaign strategy? At Next Generation Political Consulting, we help candidates design innovative, data-driven approaches that inspire action. Let’s create a plan that turns pledges into results.