A Guide To The
Perfect Doorstep Interaction
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The Campaign Blueprint
A Guide To The Perfect Doorstep Interaction
the past, campaigning always suggested actively going out and delivering a
“ Inmessage.
Recently, however, we have found success in doing the opposite, staying “
indoors, running great operations from behind our computer screens and focusing
on data. This year we want to encourage you to do both. Let’s bring our technology
outdoors and reap the rewards.
Let’s operate on a strategy of mobilising your team beyond social media.
For some that will mean extra training to reintroduce them to face to face
conversation (we’re not even kidding). We need to not only pound the
pavements but we need to be enthusiastic about it. So, best smile forward guys
and knock.
Conversation Template
A canvass is a conversation between two people. There are of course some
differences, but there are many more similarities!
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Introduce yourself, and tell them why you’re there (your candidate and party). Establish yourself, ask for whichever resident is on your list and just begin a normal conversation. If the initial reaction isn’t overly positive (which we can’t blame most for), clarify quickly that you just want a minute of their time, the “I’ll be quick” trick.
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Discuss the key policy points as prescribed by your Lead Canvasser. You will find a helpful reminder on your mobile app. These talking points will ensure you stay on track even if you find yourself under pressure.
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Ask the voter if they have any concerns or policies they would like to discuss. This invites engagement and interaction. The more you get them talking, the more it feels like a conversation and less like a sermon.
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Remember: You’ve knocked on their door and asked for some of their valuable time, don’t make voters feel that you’re rushing off. If needs be, bring the conversation to a close at a natural break in the conversation. You should be able to read their reaction and determine if you can count on their support for this encounter, albeit brief.
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Never be argumentative or antagonistic. A respectful discussion will win over far more voters; and in jurisdictions with preferential voting, may significantly help boost your transfers.
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Thank them for their time, and advise them how they can get in touch with the campaign.
The Campaign Blueprint
Focus on Data
The campaign’s strategy team will have outlined to you how they wish for you
to approach a canvass. This may involve asking particular questions or probing
for feeling on a specific policy. While each campaign will have its own strategy
and needs, you’ll likely be looking to gather most, if not all, of the following:
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Supporter Level
Who does the voter support, and how committed they are to them?
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Expected turnout
What is the expected votes cast in this election. Not every voter will vote. Often you can determine how many voters will vote by looking at past similar elections. If there was 60% turn out in the last city election and there are no added factors this time to change the situation, you might figure that about 60% would vote in the city election this time.
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Their specific feelings on your candidate
If a supporter might be interested in getting involved in the campaign.
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What particular policy areas is a voter passionate about
Are there any potential issues that might prevent a supporter casting their ballot. Perhaps they might need assistance with transport to their polling station, or with attaining a postal/proxy ballot.
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If a supporter is wavering, what can we do to make them more solidly support us
It might be further information on a particular policy; showing them public statements to reassure that our candidate is genuinely committed to a policy; or maybe a phone call, or visit, from the candidate themselves.
often not be possible to do all of the above, but a candidate isn’t elected from
“ Itonewillinteraction.
By working your way through interactions like these, you will be “
able to segment your voter database, identify supporters and key trends; as well
as ensure that your canvassers can have meaningful engagements with voters, on
topics that they care about.
The Campaign Blueprint
Goals
Ask yourself, how many interactions need to take place before you are satisfied
that you have done enough?
This of course is all dependent on your team size but we should all aim to
canvass everyone on the electoral register at least once.
For larger campaigns, we advise drafting up a simple plan like the one below,
where you can track dates and receptions at the door. If using Ecanvasser
software this can all be tracked on your mobile app.
Interaction
Team
Assess voter
Week 1
Canvass
Group A
Good reception
Week 3
Secondary
contact, email,
text, leaflet
drop
Group A
Still unsure
Week 6
Follow up
canvass
Group B
Promised Vote
How many voters are needed to win?
What you are looking for is the total number of votes needed to guarantee
victory in your race. If you need a majority of the votes to win, this would be
50% of turnout plus one vote. In many cases you only need a plurality of
the votes cast or more votes for your candidate than any other candidate
in the race receives. In the case of multi-candidate races, you may be able
to win with 35%, 30%, 25% or less of the vote. It is important to convert this
percentage to a real number. How many actual votes will guarantee your
victory?
the math and having a solid outreach plan will put you in a healthy position
“ Doing
come polling day. If your run into election is 8 months or 8 weeks, make sure you “
are prepared. If you need any help with planning your canvass, don’t be afraid to
drop us a message.