Can Strategic GOTV Campaigns Close the Gender Voting Gap?

Mira Elwood in Politics & Policy June 2025 • 4 min read.

"New research reveals how targeted get-out-the-vote efforts can empower female voters in rural Paraguay."

In the ongoing quest for equitable representation, understanding the nuances of voter behavior is paramount. While information campaigns are a common tool to encourage electoral participation, their effectiveness often varies depending on the specific context and target audience. New evidence suggests that leveraging social networks may be key to maximizing the impact of these campaigns.

A recent study focused on get-out-the-vote (GOTV) campaigns in rural Paraguay sheds light on how to effectively engage female voters. Using individual-level data, survey responses, and satellite imagery, researchers explored the influence of urbanization patterns on the success of these campaigns. The findings reveal the importance of tailoring strategies to local conditions to achieve meaningful increases in voter turnout.

This article delves into the details of the study, examining the impact of public rallies and personalized door-to-door outreach on female voter registration and participation. By understanding the factors that drive voter engagement, policymakers and organizers can design more effective campaigns that empower underrepresented groups and promote a more inclusive democracy.

Unlocking Voter Turnout: How GOTV Campaigns Made a Difference

Empowering female voters in rural Paraguay

The study in rural Paraguay centered on two main get-out-the-vote (GOTV) campaign strategies: public rallies and personalized door-to-door canvassing. Researchers aimed to understand which method was more effective in boosting female electoral participation. The experiment was carefully designed to measure not only the direct impact of each strategy but also any spillover effects within communities.

Prior to the 2013 presidential elections, selected rural areas were randomly assigned to one of three groups: public rallies, door-to-door campaigns, or a control group that received no intervention. To assess spillover effects, the intensity of the door-to-door campaign was varied, with some localities receiving more concentrated outreach efforts. Individual-level voting data, survey information, and satellite images were then analyzed to understand the outcomes.

Here are the key findings from the study:

Public rallies had limited impact: These events showed minimal and statistically insignificant effects on both voter registration and turnout.
Door-to-door canvassing was more effective: Face-to-face interactions significantly increased voter turnout among treated women. Those who received door-to-door visits were 4.6 percentage points more likely to vote.
Urbanization patterns mattered: Spillover effects were more pronounced in areas with urbanization patterns that favored social interaction and information diffusion.
Reinforcement effects were stronger: The positive impact on women who were already engaged was double the effect of spreading information to the untreated population.

These results highlight the importance of considering local context when designing informational campaigns. Strategies that work in one setting may not be as effective in another. Understanding the social dynamics and urbanization patterns of a community is essential for maximizing the impact of GOTV efforts.

Strategic Implications for Empowering Voters

This study underscores the need for strategic and tailored approaches to GOTV campaigns. Interventions should take into account the specific characteristics of the target population and the local environment. While public rallies may be a cost-effective way to reach a broad audience, personalized outreach can be more effective at driving voter turnout. Understanding how urbanization patterns and social networks shape information diffusion is critical for designing effective campaigns that empower voters and promote inclusive participation in the democratic process.

About this Article -

This article was crafted using a human-AI hybrid and collaborative approach. AI assisted our team with initial drafting, research insights, identifying key questions, and image generation. Our human editors guided topic selection, defined the angle, structured the content, ensured factual accuracy and relevance, refined the tone, and conducted thorough editing to deliver helpful, high-quality information.See our About page for more information.

This article is based on research published under:

DOI-LINK: 10.1111/ajps.12404, Alternate LINK

Title: Urbanization Patterns, Information Diffusion, And Female Voting In Rural Paraguay

Subject: Political Science and International Relations

Journal: American Journal of Political Science

Publisher: Wiley

Authors: Alberto Chong, Gianmarco León‐Ciliotta, Vivian Roza, Martín Valdivia, Gabriela Vega

Published: 2018-10-25

Everything You Need To Know

In the Paraguay study, what were the main strategies used in get-out-the-vote (GOTV) campaigns to encourage female electoral participation?

The study in rural Paraguay primarily focused on two main get-out-the-vote (GOTV) campaign strategies: public rallies and personalized door-to-door canvassing. The goal was to determine which method was more effective in increasing female voter turnout. While both were tested, door-to-door canvassing proved to be significantly more effective than public rallies. The research also looked at the spillover effects of these strategies within communities, varying the intensity of the door-to-door campaign to see how concentrated outreach influenced voter participation.

Why was door-to-door canvassing more effective than public rallies in boosting female voter turnout in rural Paraguay?

Door-to-door canvassing was more effective because face-to-face interactions significantly increased voter turnout among women. Specifically, women who received door-to-door visits were 4.6 percentage points more likely to vote. This suggests that the personalized nature of door-to-door outreach creates a stronger connection with potential voters, making them more likely to participate. Public rallies, on the other hand, had minimal and statistically insignificant effects on both voter registration and turnout, indicating that a broader, less personal approach is less impactful.

How did urbanization patterns affect the success of get-out-the-vote (GOTV) campaigns in the rural Paraguay study, particularly in terms of spillover effects?

Urbanization patterns played a significant role in the success of get-out-the-vote (GOTV) campaigns, especially concerning spillover effects. The study found that spillover effects were more pronounced in areas with urbanization patterns that favored social interaction and information diffusion. This implies that in communities where people are more connected and information flows more easily, the impact of GOTV campaigns extends beyond the individuals directly targeted. The reinforcement effects, which is the positive impact on women who were already engaged, were double the effect of spreading information to the untreated population. Understanding these social dynamics is crucial for maximizing the impact of GOTV efforts.

What are the strategic implications of the Paraguay study for designing effective get-out-the-vote (GOTV) campaigns aimed at empowering voters?

The Paraguay study highlights the need for strategic and tailored approaches to get-out-the-vote (GOTV) campaigns. Interventions should consider the specific characteristics of the target population and the local environment. While public rallies may be a cost-effective way to reach a broad audience, personalized outreach, like door-to-door canvassing, can be more effective at driving voter turnout. It's critical to understand how urbanization patterns and social networks shape information diffusion to design campaigns that empower voters and promote inclusive participation. Future campaigns would need to incorporate the correct strategy to target voters and would potentially see great turnout.

Besides urbanization patterns, what other factors should policymakers and organizers consider when designing get-out-the-vote (GOTV) campaigns to maximize their impact and promote a more inclusive democracy?

In addition to urbanization patterns, policymakers and organizers should consider the existing social networks and the level of social engagement within the community. The study indicates that reinforcement effects are stronger, meaning that the impact on women who are already engaged is double the effect of spreading information to the untreated population. Understanding the social dynamics of a community is essential for tailoring GOTV efforts effectively. By taking into account the specific characteristics of the target population and the local environment, campaigns can be designed to empower voters and promote inclusive participation in the democratic process. The design and the goal of the campaigns has to be carefully aligned to the target demographic.