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 luke.stickels@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 ConversationsSupported TeamsPeople Power

Organised 1:1 Conversations:

The only way we know we get new votes

With: voters, members & supporters

Connecting through storyDeepening relationshipsWorldwide movement

Ganz Model

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:

In Conclusion:

1. Being Excellent: “Let’s just win”2. Grassroots Leadership