Cass County works to address low voter turnout with email updates

This week Cass County launched an email subscription service that will provide updates on upcoming local elections. The emails will include absentee ballot deadline reminders, ballot information, and other election notices.

The initiative comes as a response to low voter turnout in recent local elections. The county has already held two elections this year — in May and August — which saw turnout rates of 12% and 11%, respectively, or fewer than 500 voters.

“What is frustrating is, even though we don’t have as many voters, the same amount of work goes into small elections as big elections. We have to take all of the same steps. Elections are a lot of work and they are a lot of money,” said Cass County Clerk/Register of Deeds Monica McMichael, who is administering the new subscription service.

In May, voters in Jefferson Township and Cassopolis Public Schools decided proposals including an emergency services millage and a bond renewal for school improvements. The August primary featured a Marcellus Community Schools operating millage renewal and several other local contests.

McMichael said she hopes the service will help the county work toward a more engaged electorate and provide essential election information to those who sign up.

“Residents may sign up online to receive email notifications with any election information. So, reminders if we have a special election, when absentee ballots are available, I will most likely send reminders before Election Day. On Election Day, reminding people to go vote. And it’s a completely free service,” McMichael said.

She emphasized the importance of local elections, pointing out township boards and other local entities often have a more direct impact on residents’ daily lives than federal officials.

“I don’t think people realize how much power township boards and local entities have. They enforce zoning, they approve building permits, they can levy taxes. It has a huge effect on individuals,” McMichael said.

McMichael cited a local proposal that passed by fewer than 10 votes a few years ago to illustrate the power of a single ballot. She also noted that younger voters, especially college-age residents, are a difficult demographic to reach.

“Going back to voter turnout, we are able to run reports by age, and the vast majority of our turnout is 65-plus. Younger people just do not turn out to vote, and it’s very unfortunate. I think there are big pushes on social media, and I just don’t understand why they don’t turn out to vote,” she said.

As for the elections so far this year, McMichael described turnout as “terribly low.” She said the email subscription is a step toward incremental progress, with the first test coming in November.

“I am hopeful in November. I would love to see 15 to 20% turnout. I’ll be happy if we reach that. And with each election in the future, I’m hopeful we will grow.”

Absentee ballots will be available beginning September 20. The November 4 special election information can be found here.

Residents can sign up for Cass County’s election email updates here.

Maxwell Knauer is a staff writer for Watershed Voice