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Chapter 19

Canvassing the Neighborhood

In any campaign, regardless of size, scope, or budget, precinct walking should always be the top priority for the candidate and the team. Directly engaging with voters remains the most consistently effective campaign activity over time. It’s the best way to sway someone to vote for you.

 

In today’s era, where voters are inundated with impersonal digital ads and mass mailers, the personal connection of a doorstep conversation is invaluable. It humanizes the candidate, transforming them from a remote figure into someone who actively listens and responds to the electorate’s concerns.

 

The effort put into visiting voters at their homes speaks volumes. It showcases a candidate’s commitment and dedication, often leaving a profound impact that can persuade undecided voters and strengthen the resolve of those already in favor of the candidate.

 

Canvassing neighborhoods provides candidates with invaluable firsthand insights into the issues most pertinent to their potential constituents. This direct feedback helps shape campaign messages and strategies to better align with the community’s needs and priorities.

Moreover, precinct walking invigorates the campaign’s volunteer base. It builds a sense of community and shared purpose, transforming passive supporters into active campaigners. In tightly contested races, this grassroots momentum can be a decisive factor.

 

In essence, precinct walking is the heart of grassroots campaigning. It brings politics back to its most fundamental aspect: a conversation between two people. Amid the growing dominance of digital channels, the genuine connections formed through precinct walking can be pivotal to a campaign’s success. For campaigns with minimal financial resources, an aggressive precinct-walking program is often your best shot at winning. While it’s no guarantee, there are plenty of examples in real life where a vastly underfunded candidate was able to beat a well-resourced opponent just because they were willing to knock on countless doors while the opponent stood by complacent.

 

So, if you’re planning to run for office, be prepared to walk precincts. While walking precincts seems straightforward—knocking on doors and talking to voters—executing it efficiently and effectively is key. The guide below is dedicated to helping you master this indispensable campaign activity.

​Designing Your Campaign Material

Starting your precinct walking with campaign collateral ensures that even if you encounter an unresponsive door, your effort leaves a tangible mark. Many candidates initially print hundreds or thousands of postcards with their campaign details for general distribution. These can suffice for precinct walking, but door hangers offer a more reliable option. Unlike postcards that lack a designated place and might get blown away if left on a doorstep, door hangers can be securely placed on doorknobs.

 

The versatility of door hangers is a bonus. They’re not just for door-to-door campaigning; they can be distributed at local events like weekly farmers’ markets. If you’re going to mass-produce campaign material, consider starting with door hangers. My recommendation is a door hanger size of 5.5” x 17”, larger than the more standard size of 4.25” x 11”. Although they cost a bit more, their larger size makes them more noticeable and allows for more information, including a perforated tear-off card at the bottom, which I’ll detail shortly.

These door hangers should be printed on thick, high-quality cardstock. In terms of content, here’s a guideline for what to include:

 

  • A high-quality picture of yourself on the front and a different one on the back.

  • A concise biography, ideally a paragraph or two.

  • A succinct overview of your key priorities—aim for three, each with a sentence or two for elaboration.

  • Your 3–4 most significant endorsements. These usually fit best alongside your biography due to space availability but can also be placed with your issue areas.

In most scenarios, it will be most efficient to distribute these door hangers to all parties and demographics, so it’s best to feature your biographical aspects and endorsements in a manner that won’t turn too many voters off, assuming you’re running in a general election. In a primary, showcasing partisan or ideological endorsements and issues is the better strategy, as you’ll likely only be canvassing homes from your own party.

If you wish, you can incorporate a perforated tear-off card on the door hanger. One side should feature a mailing address for return, space for a return address, and a stamp area. On the other side, design a form for voters to provide their contact information and express their support. Options can include:

 

  • “Yes, you can use my name publicly as a supporter.”

  • “Yes, you can place a lawn sign in my yard.”

  • “Yes, I will host a community coffee for you.”
     

While it’s less likely for someone to commit to hosting an event without having met you, it’s still beneficial to present the option.

 

The response rate for these mail-back cards might not be overwhelmingly high, especially from those you haven’t met. However, the contacts that do respond are likely to become valuable supporters as your campaign progresses. Even if you just get a few dozen of these in the mail, it can feel like a worthwhile use of space.

The Logistics of Precinct Walking

​In a previous discussion, we covered the importance of obtaining voter registration data. Ideally, you’ve opted for a service that allows you to export walk lists tailored to your district. These lists are usually exportable by street, and you can separate them into odd and even addresses. This separation means you’ll have one sheet for odd-numbered houses, allowing you to canvass one side of the street without crisscrossing constantly. Subsequent sheets will cover the even-numbered homes, streamlining your route.

 

When determining your target “universe” for door-knocking, it’s wise not to limit your focus to high-propensity voters or narrow it down excessively by party affiliation, age, or other factors. A too-restrictive list can lead to long walks between houses, reducing your efficiency. The goal is to balance targeting likely voters with maintaining a practical density of houses to visit.

Regarding attire for precinct walking, comfort is key. While some candidates may feel the need to dress formally to embody the candidate’s role, that can become cumbersome, particularly in warmer weather. While it’s a personal choice to prioritize appearance, find a middle ground that balances professionalism with comfort. Wearing a campaign T-shirt with your logo can be an excellent way to quickly identify yourself as a candidate, not a salesman (although in the eyes of some voters, they may not believe there is a difference between the two).

For extended walking sessions, particularly in hot weather, stay hydrated and energized. Pack your car with snacks and water, and consider bringing a small cooler to keep drinks chilled in the heat. In most suburban areas, you can plan your route to circle back to your car periodically, allowing you to refresh and restock as needed.

 

In addition, you should be sure to use your best judgment about whether or not to approach certain houses (or even neighborhoods). There are a number of reasons this might be the case, ranging from a house simply looking sketchy or the presence of signs saying, We shoot strangers on sight. Either way, these houses are probably not worth visiting.

Interacting with Voters

As you gear up for actual voter interactions, manage expectations. Picture your day with a list of a hundred houses to visit. Realistically, only about thirty might answer the door—and that’s on the optimistic side. Technology like Ring doorbells makes it easier for residents to screen out visitors, including well-intentioned candidates like yourself.

 

When a door does open, brace yourself for a range of responses. Most people will offer only a polite, brief acknowledgment. Your best strategy here is succinctness: introduce yourself, highlight what you’re running for, and ask if you can leave some campaign material, like a door hanger.

 

Out of those hundred houses, expect meaningful conversations to be rare. These precious few interactions are golden, though. A positive, unoffending exchange can transform these residents into your staunch supporters. After all, personal connection is a powerful campaign tool.

 

While it might seem disheartening at first to realize that only a fraction of the doors you knock on will result in meaningful interactions, even a handful of positive conversations can have a profound impact on your campaign. Remember, in local elections, margins can be incredibly thin, and every single vote counts significantly toward your success. Engaging personally with voters, even if just a few, can set you apart from opponents who may rely solely on impersonal mass communication methods.

 

These direct interactions allow you to convey your platform effectively and create a memorable experience for the voter, making them more likely to support you. Furthermore, an enthusiastic voter can amplify your message within their own networks, effectively multiplying your outreach. Each positive interaction has a ripple effect, as satisfied voters are likely to share their positive impressions with friends, family, and neighbors, potentially swaying more votes in your favor.

 

Remember to keep a stack of lawn signs in your car. When you sense a positive vibe from a voter, seize the moment. Ask confidently for their vote, and then inquire if they’d allow a lawn sign in their yard. More often than not, they’ll say yes. Quick tip: always ask if they have a preferred spot for it.

 

Now, about those enthusiastic voters—the ones thrilled to discuss every issue with you. Their excitement is infectious, but remember, time is a finite resource. A five-minute chat is usually ample for both sides to express their views. Learning to gracefully wrap up these conversations is a valuable skill. Otherwise, you might be stuck on a voter’s porch for an hour discussing every issue under the sun.

 

For the exceptionally organized, keeping track of where you’ve placed lawn signs can be enlightening. It helps map out your support geographically and also reminds you to collect the signs after the election, potentially for future use. Typically, you can flag those voters who have posted a sign in your voter data software; alternately, I’ve also seen campaigns utilize Google Maps to demarcate all the locations.

And if you’re going the extra mile, consider following up each interaction with a personalized postcard. This could be as simple as a quick note on a preprinted card featuring your photo and campaign logo. A simple It was great meeting you today! can usually suffice, although adding an additional touch—such as an issue you discussed—can be helpful as well. The key is immediacy—mail these cards promptly after your visit to stay fresh in the voter’s memory. This small gesture can deepen the impact of your visit, turning a brief doorstep encounter into a lasting, positive impression.

What do you do about the roughly seventy houses where no one answers the door? Your immediate action is to leave a door hanger. While it’s uncertain how many people will notice them upon returning home or read them thoroughly, it’s better than leaving nothing. Even a cursory glance is an opportunity for your message to make an impression.

To add a personal touch, consider designing the top part of your door hanger in white. This blank space allows you to jot down a quick note, indicating that you stopped by and regret missing them. This small effort, taking just about thirty seconds at each door, might not always be noticed, but it’s an effort that goes beyond never.

 

Tracking your voter interactions can pay dividends later on in the campaign. You can categorize each potential voter as a Yes, No, or Undecided. If no contact is made, mark it as such. Some prefer a numerical system, with 1 indicating strong support and 5 indicating strong opposition, while 3 signifies neutral or undecided. Your voter registration database should enable you to flag voters accordingly. Be sure to update this database after every precinct walk.

 

It’s worth noting that Yes responses typically outnumber No responses. This doesn’t necessarily indicate overwhelming support but rather reflects general politeness; many might express support even when unsure. Direct refusals of support are less common but do happen.

As your campaign progresses, this data becomes invaluable. In the final stages, it guides your efforts to sway undecided voters and target your get-out-the-vote (GOTV) tactics.

How to Effectively Leverage Your Volunteers

Utilizing a dedicated volunteer team for precinct walking is a wise strategy. Their time and energy is most valuable when they’re out engaging with voters. Therefore, investing in thorough training for these volunteers can bolster your campaign’s success.

 

One effective approach is to organize a weekend walk, preferably on a Saturday or Sunday morning. This timing generally aligns with most volunteers’ availability, allowing for maximum participation.

 

The usual method involves creating “precinct packets” for each volunteer or pair. These packets typically contain a set of door hangers (numbered according to the voter count in the precinct), a detailed precinct map, and a voter list with household-specific information. It’s also beneficial to include either a script or key talking points, along with written instructions reminding them of any critical procedures, such as accurately tracking voter responses.

In terms of a script outline, it might look something like this:

  1. Greeting: Hi, my name is [Your Name]. I’m here on behalf of [Candidate’s Name], who is running for city council. Do you have a moment to chat about the upcoming election?

  2. Candidate Introduction: [Candidate’s Name] is running for city council to make a real difference in our community. They are endorsed by our local police and firefighters, which speaks volumes about their commitment to public safety and service.

  3. Key Issues: One of [Candidate’s Name]’s main goals is to secure more funding for street repairs and public safety services. Our streets need significant improvements, and our police and fire departments must have the resources they need to keep us safe.

  4. Personal Connection: Has the condition of our streets or the effectiveness of our public safety services affected you personally? [Pause and listen to their concerns.]

  5. Support Request: If you agree that these are important issues, I hope you’ll consider voting for [Candidate’s Name]. Your support can make a big difference toward providing our community with the attention it deserves.

  6. Information and Thank You: Here’s some more information about [Candidate’s Name] and their platform [hand them a flyer or brochure]. Thank you so much for your time today. If you have any questions or need more information, please don’t hesitate to reach out to us.

​Closing: Thank you for considering [Candidate’s Name] for city council. Have a great day!

Additional Tips for Volunteers:

  • Be polite and respectful, even if the person is not interested.

  • Listen to any concerns or feedback they might have.

  • Keep the conversation focused and on message.

  • Make sure to leave behind any campaign literature.

This script aims to keep volunteers on message while allowing for meaningful engagement with voters. It emphasizes the candidate’s key endorsements and priorities, leading to consistency across all volunteer interactions. Of course, not every voter interaction will play out in this manner—sometimes the voter might take the conversation in another direction. Nonetheless, this helps make it clear what the volunteer should emphasize in terms of message.

In some situations, the voter may ask where the candidate stands on specific issue. If the volunteer isn’t sure, the response should be something like: “I’m not certain of [Candidate’s Name]’s exact position on that issue, but I can find out for you. Would you like me to take down your contact information so someone from the campaign can follow up with you? Additionally, you can find more detailed information on our website or feel free to contact our campaign office directly. Here’s a brochure with our contact details and website information.”

 

Before the volunteers set off for their walk, either the volunteer coordinator, campaign manager, or you should give a comprehensive briefing. This briefing should cover the packet contents, the voter list, effective communication strategies, and other relevant details. However, much of their learning will come from the experience of walking the precinct itself.

 

Pairing volunteers is generally a good practice for safety and enjoyment. It can make the task more enjoyable and fosters camaraderie. While some may choose to approach doors together, others might split up to cover neighboring houses. Ultimately, the decision to pair up or go solo should be left to the volunteers’ discretion, though they often prefer companionship.

Finally, there should be a reliable method to collect the precinct packets after the walk. This could be at a centralized location where volunteers gather before dispersing or through staff members proactively retrieving the packets. While collecting them can be cumbersome, the data gathered is invaluable and integral to your campaign’s strategy.

Phone Banking
 
An activity that can often help supplement your on-the-ground walking efforts is phone banking. Similar to knocking on doors, phone banking allows you to engage with voters, but it is done remotely. This method is particularly useful for reaching voters in inaccessible areas—those living in rural regions, gated communities, homes with long driveways, hilly neighborhoods, or apartment and condo complexes that aren’t easily accessible to nonresidents. Additionally, during times of the year when it gets dark early—right when people get home—phone banking provides a way to reach these voters without the limitations of daylight.
 
When I first started working in politics, phone banking often required a lot of infrastructure. Campaign offices would be supplied with dozens of hardwired phones, often VOIP systems, where voter data could be loaded into the system. Volunteers could then see the details of the person they were calling on a screen, allowing for efficient and informed conversations without manual dialing. This setup, similar to what telemarketing companies use, was highly effective but also very expensive. Campaigns had to either buy or rent the phones and cover associated costs, and if there were not enough volunteers, the equipment would sit idle, wasting money. An alternative approach was to provide volunteers with paper lists of voters and ask them to use their own cell phones to make calls. This method worked, but volunteers often disliked the fact that their personal numbers could be called back by voters, who were sometimes unhappy.
 
Fortunately, technology has significantly improved phone banking. Today, there are a number of websites that allow campaigns to upload a list of voters, create a phone-banking campaign, and then share it with volunteers. This is often referred to as “virtual phone banking.”
Virtual phone banking works by providing a centralized platform where volunteers can log in from anywhere with internet access. Here’s how it typically works and why it is easier and more efficient:
  1. Centralized Data: The campaign uploads the voter data to a phone-banking platform. This data includes the names, phone numbers, and other relevant information about the voters.
  2. Volunteer Access: Volunteers can access the phone-banking platform from their own computers or smartphones. They log in to the system, which displays the voter information for each call. This allows volunteers to have all the information they need without having to handle paper lists or manual dialing.
  3. Automated Dialing: Many virtual phone-banking systems have automated dialing features. This means the system automatically dials the next number on the list as soon as the previous call is completed. This increases efficiency and reduces the time spent on each call.
  4. Caller Anonymity: The system often masks the volunteer’s personal phone number, using a campaign-specific caller ID instead. This protects volunteers’ privacy and prevents their personal numbers from being called back by voters.
  5. Real-Time Data Collection: As volunteers make calls, they can record the outcomes directly in the system—whether the voter was reached, what their response was, if they need follow-up, etc. This real-time data collection helps the campaign track progress and adjust strategies as needed.
  6. Scalability: Virtual phone banking is highly scalable. Whether you have ten or a hundred volunteers, the system can handle the volume without the need for additional physical infrastructure. This makes it a cost-effective solution for campaigns of all sizes.
By leveraging virtual phone banking, campaigns can efficiently reach a broader audience, overcome geographic and logistical barriers, and maintain volunteer enthusiasm by making the process more straightforward and less burdensome. It’s a tool that complements door-to-door canvassing, providing your campaign with personal voter contact even when face-to-face interactions are not feasible.
Conclusion
 

Precinct walking is the foundation of effective grassroots campaigning, offering unparalleled opportunities for direct voter engagement and building meaningful connections. The dedication to knocking on doors and having face-to-face conversations underscores a candidate’s commitment to truly understanding and serving the community. Despite the physical and emotional challenges, the personal interactions and the trust built through these efforts are invaluable.

 

By prioritizing direct voter contact, you humanize your campaign and gather critical feedback on the issues that matter most to your constituents. This approach not only shapes your messaging and strategies but also aligns them with the community’s priorities. Moreover, a robust precinct walking program invigorates your volunteer base, fostering a sense of community and shared purpose that amplifies your grassroots efforts.

 

Remember, even in the face of limited financial resources, the power of personal connection can be a game changer. The hard work and dedication put into canvassing can outweigh financial disadvantages, proving that commitment and direct voter contact are key to campaign success.

 

In the next chapter, we’ll explore how to further enhance your grassroots connections through a neighborhood coffee program, providing another valuable tool for engaging with your district and building support.

KEY TAKEAWAYS

 

  • Direct Voter Engagement: Precinct walking should be a fundamental part of your campaign strategy, offering the most effective means to cultivate support through personal and meaningful engagement.

  • Humanizing the Candidate: Personal interactions at the doorstep transform you from a distant figure into a relatable individual who listens and responds to voters’ concerns, earning their trust and support.

  • Insight and Feedback: Canvassing offers invaluable firsthand observations into the community’s most pressing issues, helping shape your campaign messages and strategies to align with voter priorities.

  • Volunteer Motivation: A vigorous precinct walking program energizes your volunteer base, fostering a sense of community and shared purpose and amplifying your grassroots efforts.

  • Overcoming Resource Constraints: Aggressive precinct walking can be a game changer for underfunded campaigns, proving that hard work and direct voter contact can sometimes outweigh financial disadvantages.

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