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Best Practice Canvass Leadership: Organise, Facilitate, Support
Agenda:• Introduction:
Building on Rob’s base
• Plan To Win• Cornerstones• Barriers & Objections• Conclusion:
Grassroots Leadership
Being Excellent: “Let’s just win”
Luke Stickels [email protected] 07478 956 732
Community Organiser, Target Constituencies for General Election 2014-15, Green Party of England of Wales
Field Director, State Election Campaign 2013-14, Tasmanian Greens
Regional Organiser, Melbourne Federal Election Campaign, 2012-13
Driver, deliveries, stalls, gopher, canvasser, volunteer organiser 2010-2012
Introduction: Building on Rob’s Base
Takeaways:
Purpose
Preparation
Enabling
Deepen relationships
Positive experience (qualitative)
Data collection (quantitative)
SMART followup
Plan to Win: Philosophy/Theory of Social Change
Incremental change Relationships, shared story and values
Strategy Mass mobilisation 1:1 Conversations Grassroots Leadership Information management
Tactics Materials Training: Purpose & Support
Organised 1:1 Conversations:
The only way we know we get new votes
With: voters, members & supporters
Connecting through storyDeepening relationshipsWorldwide movement
Supported Teams Inherently
Green, grassroots
People Power Holding out a
choiceDecentred
leadershipNo heroes
Roles: Ward Organiser
all campaign events
5-8 hours/week
Canvassing Coordinator
trainer, supporter 3-5 hours/week
Volunteer Recruitment Coordinator
helps everyone else
3-5 hours/week
Data Coordinator connects ward to
central office 3-5 hours/week
The Situation in H&S Figure DiscussTotal Likely Voters 12,432 We want to talk to them all!
Attempts: 4,053 33% Ward Coverage; we want 200%
Conversations: 1995 49% of Attempts, 10,437 conversations to go!
Definite Votes: 494 3.97% of Total Likely Voters, 24.8% Conversations
Definitely Not Voting: 747 Thanks for nothing, Russell Brand.
The Situation in Pavilion: Figure Discuss2013 Pavilion Constituents: 80,335 2013 Pavilion Households: 40,140 2 people per household averageProjected 2015 Turnout: 64,280 Projected 2015 Votes Needed: 26,543
Share the Strategy. Define the Challenge. Lean In.
Data Management Good Times:
Do you have comprehensive data process, from your electoral roll > database > canvass lists > voter contact > back to your database?
Can you effectively track volunteer pledges (tactics, availability, conditions, preferences) & share them easily with your team?
Do you have enough foreground to have a background?? (Luke’s cycling metaphor)
Marshall Ganz: Holding out a choice
Don’t lower the cost of an action;
raise its value
Positive experience (litmus test)
Competence Thresholds (tipping points)
Barriers & LEAP for voters & volunteers (Listen,
Explore, Acknowledge, Progress)
Quality vs. quantity:
http://www.vox.com/2014/11/13/7214339/campaign-ground-game
Cornerstone Principles:
Script:• A guide to help structure
the conversation • “the 4 Cs”:• Connect• Context• Commitment• Catapault
• Cue data priorities• Facilitate a positive
experience
Four-part Persuasion:
1. Story Your story, their story, our shared story
Voter ID focus
2. ValuesThese underpin our ideas, support for issues, intentions & actions; shared values
3. Achievement
s
Proof of positive shared story & demonstrated shared values in action; our record & vision
Persuasion focus
4. Contrast
With other parties & alternatives; segue to our solutions; make the voter’s choice clear, empowering them
Barriers to Action & How to overcome them
Barrier/Objection L.E.A.P (listen, explore, acknowledge, progress)
Not enough policy knowledge “Use what you know”; Values, hearts vs. heads
Inexperience Go in a pair until ready
Shy/Nervous Good listeners over good talkers
Doubt over effectiveness/viability
Come to training; go in a pair; try it once & debrief
Kids & pets Absolute vote-getters!
Mobility/health issues Flat streets, close to base, pair, shorter time (other task? Trainer?)
Crippling anxiety/shutdown Fair enough (positive experience) Recruit fellow supporters? Cater/host/billet?
Good (Session) Times:Before the Event (~1 week): RSVPs? Host/cater/materials? Confirmed?
Briefing (20-30 mins): Your role: to support them to 1) have positive conversations, & 2)
record quality data Welcome/Introduce, ID new & experienced (normalise & adapt) ASK: “Why take the time to come today?” (values, optimism) Share aims: 1) to (re-)elect candidate/MP; 2) to grow movement Spend 5-7 mins each: Script, Data, Materials Ensure vols have your ph# & know when/where to debrief BEST PRACTICE: Facilitate & reward experience
Debrief (15 mins): Tally/check data; troubleshoot questions, share stories (quality
control/normalise) RSVP to next event Thank volunteers & celebrate your shared success
Troubleshooting: Back to Values
Use what you know and feel comfortable discussing. News/policy
knowledge handy but not required. Voting is about values. “I don’t know, I’m
a volunteer, but let me take your contact details so we can follow up.”
Affirm their knowledge and offer new information in the form of a
question: “I hear what you say about [paraphrase/endorse]. Did you also
know [your new info that builds from what they know]?”
What matters are your values: “...but I support Caroline because...
[motivating issue].” Personalise/humanise.
Difference of opinion? Move from the issue to access their values (“What’s
important to you about that?”); Paraphrase and affirm (“It sounds like you
value...”); Tie to your own Green values, your shared values.
Politely acknowledge differences (“It’s difficult for everyone to agree on
everything...”) but find common ground based on their values.
Don’t make any assumptions about who you speak to—what will secure their
vote, given the positive values behind their key issue?
Making it Work: Events/week? Weekends? Staging points/hosting? Seasonal? Local knowledge? Other adaptations?
Ward Organiser (all events)
Canvassing Coordinator (trainer, supporter)
Volunteer Recruitment Coordinator (helps everyone else)
Data Coordinator (connects ward & central office)
Roles: