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RUNNING A DOORKNOCK OPERATION ACTION STEPSRUNNING A DOORKNOCK OPERATION ACTION STEPS

Train Your Volunteers

On the day of the canvass, be sure to plan for plenty of time to train your volunteers before heading out to the doors.

Be sure to thank them profusely for coming!  Give a brief update on the campaign, and go over any talking points or key issues that have come up in recent canvasses.

Hold up a sample map and walk packet, and go over every component of the packet, paying close attention to how to interpret the walk sheets and record the data from their conversations.  For example, if you use a 1-5 scale to determine a voter ID, or candidate preference, be sure to explain that a "1" indicates a strong supporter, while a "5" indicates a strong supporter of the opponent.

Go over the script by modeling it aloud and explaining to the volunteers why it's important to the campaign that they know who the voters are supporting, what their key issues may be, and if they are planning on voting for your candidate.  Allow time for the volunteers to practice delivering the script to each other.  Go over the campaign's key issue positions and messages, but also let your volunteers know that if they don't know the answer to a voter's question, that's ok.  It's much better to say "I'm a volunteer and I am not sure about that.  Can I make sure the candidate or someone from the campaign gets back to you on that?"  Be sure to keep track of any questions like this for follow-up after the doorknock.

Also, when training volunteers on how to deliver the script, be sure to emphasize a few points.

  1. Be confident going to the door, and assume support.  If you assume that the voter won't be supportive and/or won't want you coming to their door, you are more likely to get that reaction. 
  2. Maintain eye contact, and DO NOT READ the script.  Volunteers should practice and be very comfortable with the script before heading for the doors. 
  3. Control the conversation, and make it interactive.  Be sure to actually respond to what the voter says, rather than just moving on to the next part in your script.  Use the information you gain from the voter (what issue they care about, etc) to better connect their interests to your message.
  4. Make sure there is always an action step and a clear ask.  Try to get a firm commitment, yes or no.  Practice "making the ask" and stop talking - wait for the answer.
  5. Remember basic etiquette and courtesy.  Don't step inside without being invited, walk across people's yards, or linger at a door if someone obviously doesn't have time or interest in talking.

 

Finally, be sure that volunteers know the best way to respond to a few generalized types of voters they may encounter at the door.

1.  The Mean One

Don't take this person's anger or insults personally.  Volunteers should disengage respectfully and never argue with the voter.  Fortunately, in most cases, this is a rare scenario.

2.  The Gabby Supporter

This person LOVES your candidate or organization and wants to spend a lot of time pumping you for information or engaging in friendly chit-chat.  Volunteers should motivate this voter to action by encouraging them to volunteer and/or donate to the campaign.  However, volunteers should also know how to effectively move on and not spend all their time talking to people who are already supporting your campaign.

3.  The Gabby Opponent

This person thinks that your visit to his/her door is an invitation to a spirited debate - but they are firmly on the other side and have no intention of changing their mind.  Once again, volunteers need to politely disengage and not get drawn into a fruitless to-and-fro.

4.  The Undecided

These voters are like gold, and they require real engagement on the issues of the election.  Volunteers should listen to what this person cares about, what issues are affecting them, and do their best to connect these issues to the candidate and the campaign.  It's ok to spend more time with these voters, engaging in real conversation, but also make sure that the conversation is leading to come kind of concrete action that may ultimately lead the voter to become a supporter.

5.  The Cynic

This person doesn't believe that voting makes a difference, or, no one has made a compelling case that the issues he/she cares about will be addressed by their candidate.  Volunteers can often tap into that anger about the status quo to agitate people to action, but know when to move on.