Polls repeatedly show that most voters agree with the Democratic Party's positions on most issues. Studies show that Americans live more prosperous lives under Democratic leadership. Yet overwhelmingly, more voters identify as conservative rather than liberal. Thus, many people vote Republican even though they disagree with Republican positions—positions that often harm them. Adding insult to injury, Democrats are more likely than Republicans to stay away from the polls in off-year elections.
In short, voters who should be voting for Democrats either (1) vote against their own positions, or (2) don't bother to vote.
Research in political psychology reveals that most people make voting decisions much more for emotional reasons than for rational ones. Democrats have been slow to recognize this. We rely too heavily on ineffective appeals to voters' presumed rationality. Indeed, we must continue to advocate policies grounded in evidence and reason. However, voters won't embrace them unless they have a positive emotional connection with us.
In short, Democrats need to get much better at reaching the voters' hearts—as well as their minds—to turn them into reliable Democrats. The Ohio Democratic Leadership Institute is here to make that happen. We provide training and consulting to Democratic candidates, campaign workers, and activists who want that, too.