Presentation on theme: "Best Practice Canvass Leadership: Organise, Facilitate, Support Agenda: Introduction: Building on Rob’s base Plan To Win Cornerstones Barriers & Objections."— Presentation transcript:
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@example.com@greenparty.org.uk 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
Our Winning Strategy: Organised Conversations Supported Teams People Power
Organised 1:1 Conversations: The only way we know we get new votes With: voters, members & supporters Connecting through story Deepening relationships Worldwide movement
Supported Teams Inherently Green, grassroots People Power Holding out a choice Decentred leadership No 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&SFigureDiscuss Total Likely Voters12,432 We want to talk to them all! Attempts:4,05333% Ward Coverage; we want 200% Conversations:199549% of Attempts, 10,437 conversations to go! Definite Votes:4943.97% of Total Likely Voters, 24.8% Conversations Definitely Not Voting:747 Thanks for nothing, Russell Brand. The Situation in Pavilion:FigureDiscuss 2013 Pavilion Constituents:80,335 2013 Pavilion Households:40,1402 people per household average Projected 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 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. Values These underpin our ideas, support for issues, intentions & actions; shared values 3. Achievements 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/ObjectionL.E.A.P (listen, explore, acknowledge, progress) Not enough policy knowledge“Use what you know”; Values, hearts vs. heads InexperienceGo in a pair until ready Shy/NervousGood listeners over good talkers Doubt over effectiveness/viability Come to training; go in a pair; try it once & debrief Kids & petsAbsolute vote-getters! Mobility/health issuesFlat streets, close to base, pair, shorter time (other task? Trainer?) Crippling anxiety/shutdownFair 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:
In Conclusion: 1. Being Excellent: “Let’s just win” 2. Grassroots Leadership