Checking the audience for public engagement

Eligible electors in your area will fall into distinct groups in relation to registration. 

Unregistered / new electors

Any new electors will need to make a registration application and provide their personal identifiers in order to register to vote.

Those who are not on the register, including typically unregistered groups, remain a target for registration activity. The groups that are less likely to join the register and the barriers that stop them doing so will vary by area, creating unique local challenges. There is an ongoing challenge in identifying local issues and taking action in response to these to ensure that as many people are registered as possible.

Social groups needing additional engagement activity 

Research has shown that certain groups are more likely to be absent from the register or not registered at their current address. 

The reasons for particular groups being absent from the register are diverse – for example, they may be transient in where they live, they may be disengaged with politics, or they may be unaware of their rights. This means that these groups need to be reached in different ways, using different channels, and that they will be motivated by different messages. 

From the profile data you have gathered, you will have identified the specific social groups in your area that are less likely to join or be on the register, either because they are typically under-registered, or because they do not typically respond to communications from the ERO. These groups will need additional targeted engagement activity to increase the likelihood that they will join the register. 

These groups may include: 

• Private renters 
• Home-movers and mobile population 
• Young people (under 35s) 
• Attainers 
• EU and Commonwealth citizens
• Qualifying foreign citizens 
• Some black and minority ethnic groups (African, Mixed, Bangladeshi) 
• People resident at their property for less than 2 years 
• People who have lived in the UK for less than 5 years 
• Low level of English fluency 
• Unemployed 
• Young people with no qualifications
• Students at term-time address

Some challenges may not be audience-specific but may be particular to your area. For example you may have geographical barriers, or you may have low levels of broadband connection that mean people will find it harder to access online registration. Your strategy should also consider how to address these considerations.

You will have identified the groups that need particular engagement activity in your public engagement strategy. After reviewing the profile of your registration area, you should review the particular groups identified to ensure that they remain relevant. Your resources might need to be re-directed, you might need to continue your work but refine your approach, or another group might have emerged requiring particular engagement, such as attainers. 

Electors who are already registered

These electors will have their names included on communications sent out as part of the canvass. They will need to know what to do if any changes are required to their registration information.

Example target audiences and opportunities for reaching them are set out below:

Hard to reach groups

Research has shown that certain groups are more likely to be absent from the register or not registered at their current address. 

You will have identified the specific social groups in your area that are less likely to join or be on the register, either because they are typically under-registered, or because they do not typically respond to communications from the ERO. These groups will need additional targeted engagement activity to increase the likelihood that they will join the register.

The table below sets out some of the challenges and opportunities for reaching these hard to reach groups.