Political Robocalls 101: Impact, Compliance & Strategy

Political robocalls are a recognizable and often controversial tool for modern political campaigns. Chances are, you’ve answered your phone during election season only to hear a prerecorded message urging you to vote for a candidate, attend an event, or remember an election date.

While some people see robocalls as an annoyance, campaigns continue to use them because they’re a cost-effective, scalable, and sometimes surprisingly persuasive outreach method. 

For voters, it helps to understand how automated campaign calls work and why they happen. For candidates, it’s critical to know the legal and ethical guardrails before launching a political robocall program.

This guide will explain what political robocalls are, how campaigns use them, their impact, and how you can start using robocalls responsibly.

What Are Political Robocalls?

A political robocall is an automated phone call that delivers a prerecorded message to voters. Instead of a live volunteer or staffer, an automated system dials numbers and plays the same message to each recipient.

Robocalls in politics are typically used for:

• Candidate Introductions: A short message from the candidate or surrogate to build name recognition before an election.

• Event Promotion: Inviting voters to town halls, rallies, debates, or candidate forums.

• Voting Reminders: Encouraging turnout close to election day.

• Issue Advocacy: Highlighting a specific policy stance or ballot measure.

Unlike telemarketing, political robocalls are not trying to sell you something. They’re about persuasion, mobilization, or information sharing.

Why Do Political Campaigns Send Robocalls?

The main reason campaigns use automated political phone calls is scale. Robocalls allow campaigns to reach thousands of voters quickly, often at a fraction of the cost of direct mail or live phone banking.

For grassroots or Independent candidates with limited budgets, robocalls can:

• Boost visibility in a crowded race.

• Activate supporters with get-out-the-vote (GOTV) reminders.

• Reach older voters who are more likely to answer calls than text messages or emails.

Still, the effectiveness of robocalls depends on the context. A well-timed reminder may help turnout. However, a poorly timed or overly frequent robocall may irritate voters more than it persuades them.

How to Use Political Robocalls in Your Campaign

If you decide to incorporate robocalls into your campaign strategy, don’t just press play and hope for the best. A thoughtful approach can make the difference between a call that connects and one that annoys. 

Here’s how to get started:

Step #1: Define Your Goals

Before launching, figure out if you want your robocalls to: 

• Remind supporters about early voting

• Invite people to a campaign event

• Introduce your campaign to undecided voters

Being clear on your goal will shape the content, timing, and audience for your robocall.

Step #2: Build or Segment Your Call List

Most campaigns rely on voter data to source phone numbers. State and local governments maintain voter files that often include contact information such as addresses and phone numbers. Campaigns can purchase access to these lists or work with voter data vendors to build phone contact lists.

You can also collect voters’ phone numbers through: 

• Volunteer sign-up forms

• Petition and pledge cards

• Event RSVPs

• Online opt-in forms on your campaign website

Use these lists and voter file data to identify who you want to reach. Break it down into different audiences, too, like supporters, persuadable voters, volunteers, and donors. How and why you contact each audience will differ. For instance, you may want to send GOTV reminders to your supporters, but use a more introductory message to undecided voters.  

LEARN MORE: See how voter data works and where campaigns get their information.

Step #3: Write and Record Your Message

When figuring out what to say in your robocall message:

• Start with your name and the office you’re running for.

• Clearly state the purpose of the call.

• Include one call-to-action (e.g., “Vote on November 5th”).

• End with required disclaimers (“Paid for by…”) to stay compliant.

Keep your script short and conversational, and aim for it to be no more than 20 to 30 seconds long. Write as if you’re talking to one neighbor, not a crowd. Then record it in your own voice, or that of a trusted surrogate. Authenticity goes a long way.

Step #4: Choose a Robocall Provider

Not all robocall services are created equal. The right provider will make it easy for you to stay compliant, manage your lists, and actually reach voters. The wrong one can waste your money or even put you at legal risk.

Here’s what to look for in a robocall vendor:

• Political compliance support 

• Voter list management tools

• Reporting and analytics to track how many calls went through, how many were answered, and how long people stayed on the line

• Scalability and pricing

Some vendors are only available for major-party campaigns, so nonpartisan and Independent candidates should make sure the provider they choose is open to candidates besides Republicans and Democrats. Additionally, don’t just pick the cheapest robocall service you find online. Many bargain providers cut corners on compliance, which can lead to fines or blocked calls.

LEARN MORE: Explore GoodParty.org’s robocall and campaign tools, built with Independent and grassroots candidates in mind. 

Step #5: Schedule Strategically

Even the best robocall script will flop if it lands at the wrong time. Campaigns often underestimate how much timing influences whether voters listen, hang up, or remember your message.

Here’s how to schedule smarter:

• Follow FCC rules. You can only call between 8 a.m. and 9 p.m. local time. Anything outside of those hours risks complaints or violations.

• Aim for peak pickup times. Early evenings on weeknights are usually when most people are home to answer their landlines. Late mornings can also work, especially for retired or stay-at-home voters.

• Think about your audience. If you’re targeting seniors, mid-morning may be better. If you’re targeting working parents, after dinner is more effective. Tailor your schedule to the people you’re trying to reach.

Plan your calls around key campaign moments, like just before early voting begins, the weekend before election day, and the day of the election. A final nudge can catch last-minute voters, but be careful not to overwhelm. Treat robocalls like seasoning, not the main course. Use them to amplify your outreach at critical moments, not as your everyday voter contact tool.

Step #6: Test and Monitor

Don’t roll out thousands of calls at once. Start small, review your results, and adjust.

Some metrics to pay attention to include: 

• Call Completion Rate: Percentage of calls that actually connect vs. calls that get dropped or blocked.

• Answer Rate: How many voters picked up versus letting it ring to voicemail.

• Listen-Through Rate: Average length of time people stayed on the line before hanging up.

• Callback or Engagement Rate: How many voters dialed back, signed up, or took the suggested action after your call.

• Complaint Volume: Reports of annoyance or spam, either directly to your campaign or through FCC complaints.

• Conversion Rate: The percentage of calls that resulted in the intended outcome (e.g., RSVP, pledge to vote, donation).

• Cost per Contact: How much you’re paying for each successful voter contact compared to other outreach methods like texting or mail.

Start with a small test batch, review the metrics, then scale up. This keeps your campaign nimble and ensures you’re spending your resources wisely.

Step #7: Integrate With Other Outreach Methods

Robocalls should never be your only voter contact method. On their own, they’re limited in persuasion power. When combined with other tactics, they help reinforce your message and increase the chances voters will remember you on election day.

To make robocalls part of a layered outreach strategy:

• Follow Up With Texts: After a robocall reminder about early voting, send a text with the exact polling place or ballot drop-off details.

• Pair With Email: Use email to expand on the short robocall message, share links, or provide more context about your platform.

• Reinforce Door Knocking: If a volunteer knocked on someone’s door, a robocall later in the week can remind them of the conversation.

• Tie Into Events: Use robocalls to invite people to town halls or house parties, then follow up with social media posts and personal outreach to attendees.

• Layer With Mailers: A robocall introducing your candidacy paired with a well-timed mailer can boost name recognition in low-information races.

Voters are more likely to trust you when they hear from you across multiple channels in a consistent, respectful way. Think of robocalls as a “signal boost” for your campaign message, not the main event.

Are Political Robocalls Effective?

The impact of robocalls is mixed. Some experiments have shown robocalls to produce a modest boost of 3 extra voters per 1,000 calls in a GOTV campaign. Since door-to-door canvassing could improve a candidate’s vote share by 3% and volunteer phone banking can also increase voter turnout, it’s best to combine robocalls with other outreach methods to maximize your impact. 

Robocalls are particularly useful for:

• Awareness Building: Name recognition in low-information local elections.

• Voter Mobilization: Simple reminders to vote could modestly increase turnout.

• Reinforcement: Supporting messages that echo what voters are hearing through mail, digital ads, or canvassing.

Voters sometimes report frustration with robocalls, especially when they come too frequently or sound impersonal. For that reason, campaigns should use them sparingly and strategically.

LEARN MORE: Get the most out of your outreach by building a smart campaign field plan. 

FCC Rules and Regulations Around Political Robocalls

The Federal Communications Commission (FCC) regulates robocalls to protect consumers. 

Here are some key rules campaigns must follow:

• Caller ID: Every robocall must display an accurate caller ID.

• Identification: The message must clearly state who is responsible for the call (e.g., “Paid for by Smith for School Board”).

• No cell phones: It is generally illegal to send robocalls to cell phones without prior consent. Most robocalls target landlines.

• Do Not Call Registry: Political calls are exempt from the national Do Not Call list, but voters can still complain to the FCC about harassment or spam.

• Time limits: Calls can only be made between 8 a.m. and 9 p.m. local time.

Recent regulations have also made it illegal to use AI-generated voices for robocalls, and the price for not following that rule can be steep. A political consultant was fined $6 million for using AI to fake robocalls from President Biden in 2024. But, despite increases in regulation, robocalls are still incredibly commonplace, with 52.8 billion robocalls being made in 2024 alone. 

Remember to think carefully about how voters experience your political outreach. A core part of campaigning is building trust and authenticity, and spamming people’s phones can damage that.

Political Robocalls Have a Place When Used Wisely

Political robocalls aren’t always the most beloved campaign tactic, but they’re not going away anytime soon. For voters, it helps to know why campaigns use them and what rules govern them. For candidates, the challenge is using them ethically and as one piece of a larger, respectful outreach strategy.

When campaigns strike the right balance, robocalls can raise awareness, remind people to vote, and support grassroots candidates who need affordable ways to reach their communities.

At GoodParty.org, we empower Independent and nonpartisan candidates with the tools to run smart, ethical outreach, including voter data access, texting, and robocalls. Our platform is designed to keep you compliant, effective, and connected with voters without breaking your budget.

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