Throughout the election season, Nextdoor provided neighbors with the necessary tools they need to be prepared for the 2022 midterms and have civil political discourse. We are proud to have played a part in promoting voter turnout while minimizing the presence of harmful online election-related content. A number of our initiatives are highlighted below:
In-Product Campaigns: For the third election cycle, Nextdoor has partnered with Vote.org and continues to promote its crucial work. We brought their messaging into the Discover feed, as well as our desktop module, with evolving messaging leading up to Election Day. Nextdoor’s Discover feature included a section with direct links to Vote.org, encouraging neighbors to verify their voter registration status and find their polling place. Neighbors were also able to learn more about Vote.org via a prominently displayed desktop module on the home feed that directed neighbors to Vote.org’s election tools in one click. Leading up to election day on November 8, the desktop module built on Nextdoor’s unique positioning as a proximity-based platform to identify polling locations and encourage neighbors to help each other get to the polls by carpooling or walking to polling locations together.
Election Notifications: Nextdoor posts regarding the election were labeled with helpful materials to promote registration and turnout, including information from Vote.org. Post-election versions directed U.S. neighbors to their local Secretary of State’s website for accurate results in the event of a contested election.
Donated Advertisements: Vote.org and other nonpartisan civic engagement organizations ran advertising campaigns leading up to Election Day on Nextdoor via pro-bono sponsored posts in the newsfeed. Vote.org ran two nation-wide phases of messaging: voter registration and get out the vote.
Election Resource Guide: Nextdoor created a custom election resource guide to support community reviewers in understanding and applying Nextdoor’s election-related policies (namely, our policies on discussing politics and on election misinformation). It included an extensive toolkit for managing conversations about elections and politics. Additionally, we posted voter fact sheets for neighbors in states with high impediments to voting, and delivered a communications guide to public agency partners.
Collectively, Nextdoor served 77M impressions, indicating the significant role Nextdoor played at encouraging civic involvement and helping create active valued communities. Furthermore, the campaign drove 3X as many actions compared to 2020, with the majority of clicks taking place during the register to vote / check your registration phase, ultimately leading to even more neighbors starting the voter registration process and checking their registration status.
"Our neighborhoods are the center of our lives, where we build relationships and connect with people, community organizations and local businesses. We’re thrilled to once again partner with Nextdoor to protect the health of our democracy and provide voters and their neighbors with the tools they need to be prepared to vote on or before November 8."
CEO of Vote.org
“Change starts in the neighborhood, and while every neighborhood is unique, everyone wants their community to thrive. We have an opportunity to strengthen civic engagement while upholding Nextdoor’s commitment to voter rights and protections. We’re very excited to continue the partnership with Vote.org to help neighbors throughout the upcoming election cycle and beyond.”
CEO of Nextdoor
