Steps 0-3
Get your volunteer canvassing program off to a strong start with these essential steps! Discover the pivotal role of canvassing in a GOTV program, learn effective methods for measuring capacity and resources, and make informed decisions regarding program structure.
Step 0: Understanding the purpose of a canvassing program
The primary goal of canvassing in the context of a Get Out The Vote (GOTV) operation is to engage in in-person, social pressure conversations with voters within two weeks of the first day of early voting. This tactic has been proven to be the most effective method for increasing voter turnout.
During the Voter ID phase, which encompasses all activities other than GOTV, the objectives are twofold:
1. Gather data on voter preferences to identify supporters and non-supporters.
2. Provide practice opportunities for organizers who will lead canvassing efforts during GOTV.
Allocate > 80% of your resources towards GOTV
It is recommended to allocate 80% or more of your resources towards the GOTV phase, as this is the most critical period for turnout. It's important to note that the strategy during this phase is focused on mobilizing supporters rather than persuading undecided voters.
Step 1: Assess capacity and resources
First, figure out how many people, both paid and volunteers, can help with door-knocking. Also, think about how much money you have for canvassing.
Consider Your Resources
Consider your budget allocation, ensuring sufficient resources for pre-GOTV and full-scale GOTV programs. For example, if your budget is X dollars, plan to spend Y dollars on reaching out to voters before GOTV and Z dollars for GOTV itself.
When setting program goals, take into account your current capacity and anticipated recruitment results. Avoid structuring the program and setting goals solely based on your current resources; instead, use a rough estimate of how your team will expand over the election period.
Step 2: Decide on program structure
During this phase, you'll define the program's organizational structure and responsibilities:
Assigning Responsibilities: Determine who will be responsible for various tasks within the canvassing program.
Paid Canvassing Strategy: Decide whether paid canvassing will be managed internally or outsourced externally. Evaluate the pros and cons and establish the conditions for considering a vendor.
Vendor Management: If opting for external vendors, create a Request for Proposal (RFP) and set up an evaluation process. Develop strategies for vendor management and reporting.
Volunteer Engagement: Identify the individuals in charge of volunteer canvassing and assign organizers to work on volunteer engagement efforts.
Feedback Mechanisms: Establish a system for collecting and reporting feedback from volunteers, ensuring upward communication of insights and suggestions.
Data Auditing: Define who will be responsible for auditing data integrity and frequency of audits.
This structured approach ensures clarity in roles, effective management of resources, and smooth coordination between paid canvassing, volunteer engagement, and vendor partnerships within your canvassing program.
Step 3: Set Goals!
In this step, you'll establish clear goals for your canvassing program:
Program Objectives: Define the primary objectives and outcomes you aim to achieve with your canvassing efforts.
Target Voter Groups: Identify specific voter groups or demographics, apart from low propensity voters, that you intend to mobilize.
Door-to-Door Engagement: Determine the number of unique doors you plan to knock on throughout the election period.
Conversations Target: Set a target for the number of meaningful conversations you aim to have during canvassing.
Setting clear and achievable goals is crucial for a successful canvassing program as it provides a roadmap for organizing efforts, ensures alignment with campaign objectives, and allows for effective measurement of progress and impact. By defining specific goals, you can focus resources efficiently, track performance, and make informed adjustments to strategies for optimal outcomes.
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