Answers · Campaigns

How much do endorsements matter in an election?

By Mert Yerekapan, maker of Midterms 2026 · Updated 2026-10-28

Less than most people assume, but they aren't useless. A single endorsement rarely changes how many voters feel. What endorsements do is bring money, volunteers, mailing lists and credibility, and they matter most in races where voters know very little.

When endorsements matter most

Voters in big, high-profile races usually already have opinions about the candidates. A newspaper or celebrity backing rarely changes that. But in down-ballot races, such as a local office or a primary with many unknown names, voters often have no information at all. An endorsement from someone trusted can be the only signal they get.

That's where groups with credibility, like local community organizations, unions or respected local figures, can matter.

What they bring beyond the name

Volunteers. An organization's members may knock doors or make calls for a candidate
Money. Some groups donate or run their own ads
Lists. Access to a group's email or mailing list lets a candidate reach people directly
Media attention. A high-profile endorsement can generate a news cycle

Often the practical value matters more than the public announcement.

When they can hurt

An endorsement can backfire if the endorser is unpopular with the voters a candidate is trying to reach. A candidate in a swing area might not want a polarizing figure visiting. Campaigns think carefully about who appears on stage with them.

I think this is the most underrated part of the topic: choosing not to be endorsed by someone can be as strategic as seeking out another.

What I'd do

If I were running, I'd chase endorsements that bring something concrete, like volunteers or a list, and treat the pure name-recognition ones as a bonus. I'd also ask whether the endorser fits the audience I'm actually trying to win.

That idea is part of how I designed Midterms 2026, the free iPhone election game I made. You can meet citizens and answer their problems, and good answers build political power, which is a bit like earning trust one conversation at a time. Whom you accept money or help from shapes how you grow, and nothing in the game is based on real people.

The short version

Endorsements rarely change the minds of voters who already know the candidates
They matter more in low-information races
Their real value is often volunteers, money and lists