2020 ballot measure signature petition costs reach highest in a decade
Unless courts remove more measures, the Nov. 3 ballot measures are finalized. This year ballot initiative and veto referendum sponsors had to spend an average of $2.1 million to qualify a measure for the ballot—over twice the average since at least 2010. From 2010 to 2018, the average cost per signature was $4.70. In 2020, the number was $8.09 - an increase of 72%.
Twenty-six states have a process for statewide citizen-initiated measures requiring anywhere from tens of thousands to hundreds of thousands of signatures to qualify for the ballot, depending on the state. Generally, campaigns hire companies to collect signatures.
A total of 43 citizen-initiated measures (39 ballot initiatives and four veto referendums) were certified for 2020 ballots in 16 states. Three were on the ballot for pre-November elections, and 40 are on the Nov. 3 ballot. Sponsors used volunteer signature drives for three of the 43 measures. Paid signature gatherers were hired for the remaining 40.
Initiative sponsors spent $85.82 million to collect the 11,000,395 valid signatures required to qualify the 41 measures with signature cost data available for the ballot. Data was not available for two measures—one in Mississippi and one in Oklahoma.
By comparison, about $76.6 million was spent on the 68 citizen-initiated measures in 2018, and about $78.12 million was spent on those in 2016.
Here are some other highlights from our report:
- It cost an average of $2.1 million to qualify a measure for the 2020 ballot. This was nearly double the average in 2018 ($1.2 million) and more than double the average from 2010 through 2018 ($871,468).
- It cost an average of $8.29 per valid signature for successful petition drives in 2020. This was 27% higher than the average in 2018 ($6.52) and nearly double the average from 2010 through 2018 ($4.7).
- The total cost of successful paid signature petition drives ranged from $108,358 for a pre-November veto referendum in Maine to $8.8 million for Florida Amendment 4.
- The cost per required signature (CPRS) for successful paid signature petition drives ranged from $1.30 for Missouri Amendment 2, a pre-November Medicaid expansion initiative, to $24.20 for Montana CI-118, a marijuana initiative.
- The states with the highest average total cost for initiative petitions in 2020 were Florida ($6.75 million), California ($4.36 million), and Arizona ($2.7 million).
- The states with the lowest total cost for initiative petition signature gathering were Washington, where sponsors of Referendum 90 used volunteers to collect 129,811 signatures, resulting in a CPRS of $0; Maine ($108,358); and Alaska ($199,792).
- The states with the highest average CPRS for initiatives that were on the ballot were Montana ($24.02), South
Dakota ($16.22), and Nevada ($12.46).
- In 2020, 12 states with citizen-initiated measures had higher average total petition costs and higher average CPRS than averages from 2010 through 2018.
- California and Florida represented over two-thirds of the petition drive spending in 2020. In those states, average petition costs were up 52% and 130%, respectively.
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