Default choices are one of the most powerful yet underutilized tools in political campaigns. Behavioral economics teaches us that people tend to stick with the default option, whether it’s their email preferences, retirement plans, or even energy usage. Why? Defaults simplify decision-making by reducing the need for action.

Richard Thaler, co-author of Nudge, explains, “If you want to encourage people to do something, make it easy.” In politics, making voter engagement the default can transform turnout, donations, and overall participation, driving measurable results for your campaign.

How Defaults Work in Politics

A “default” is the pre-selected option people receive unless they actively choose something else. The brilliance of defaults lies in their subtlety—they nudge people toward desired behaviors while preserving their freedom to opt out.

Examples of Default Choices in Campaigns

1. Automatically Enrolling Voters in Notifications

When supporters sign up for your campaign, set email and text updates as the default. This ensures they stay informed about key dates, events, and actions.

• Example: “You’ll automatically receive reminders about voting deadlines unless you choose otherwise.”

2. Simplified Donation Processes

Offer recurring donations as the default option for campaign contributions. Donors can still opt for one-time contributions, but the default nudges them toward ongoing support.

• Example: “By default, your donation will renew monthly to help us sustain our movement.”

3. Automatic Voter Registration

Where applicable, advocate for automatic voter registration policies. Making registration the default encourages broader participation in elections and creates more engaged citizens.

• Example: In states like Oregon, residents are automatically registered to vote when interacting with the DMV, unless they opt out.

Why Defaults Work in Politics

1. People Prefer Inertia

Most people are inclined to stick with the status quo. Defaults remove barriers to action by making the desired behavior the easiest option.

2. Defaults Reduce Decision Fatigue

Voters face countless decisions daily. Simplifying choices—like automatically enrolling them in email updates—makes it easier for them to stay engaged without additional effort.

3. Defaults Signal Importance

People assume the default option is the recommended or most beneficial choice, increasing their likelihood of sticking with it.

How to Implement Defaults in Your Campaign

1. Create Opt-Out, Not Opt-In, Systems

Design processes where engagement is the default. For example, when a supporter donates, pre-check the box for recurring donations while offering the option to uncheck it.

2. Communicate Clearly

Be transparent about default settings to ensure voters feel informed and in control.

• Example: “You’re automatically enrolled in updates to stay informed, but you can unsubscribe at any time.”

3. Test and Optimize Defaults

Experiment with different default settings to determine what works best for your audience. For instance, test recurring donation defaults versus one-time contribution defaults to see which drives more long-term support.

The Impact of Defaults

1. Increased Voter Turnout

Defaults like automatic voter registration have significantly boosted turnout in states that implement them. By removing barriers to registration, these policies ensure more people are eligible and ready to vote.

2. Steady Campaign Funding

Recurring donations as a default help campaigns sustain funding over time, reducing reliance on one-time fundraising efforts.

3. Greater Supporter Engagement

Defaults like email updates keep voters informed and connected to your campaign, increasing the likelihood of their participation in rallies, volunteer opportunities, and Election Day efforts.

Ethical Considerations for Defaults

Defaults must be used responsibly. Transparency is key—supporters should always know they have the option to opt out. Ethical defaults respect individual autonomy while encouraging positive engagement.

Final Thoughts

Defaults are a simple yet powerful way to nudge people toward participation and engagement. By designing systems where the desired action is the easiest choice, campaigns can increase turnout, donations, and involvement without overwhelming voters.

As Richard Thaler says, “Make it easy for people to do what you want them to do.” Defaults do exactly that—creating a smoother path to meaningful political action.

Ready to implement behavioral insights in your campaign strategy? At Next Generation Political Consulting, we help campaigns design systems that engage voters effortlessly and ethically. Let’s create a plan that maximizes participation and drives results.