Door-to-door campaigning is the gold standard of grassroots political engagement. It allows organisations to have deep, meaningful conversations with people in the privacy and comfort of their own doorsteps, providing a level of engagement that street stalls simply cannot match.
The Power of the Doorstep
While street stalls catch people on the move, door-to-door campaigning meets people where they are. For local activists, this is the most effective way to identify supporters, persuade the undecided, and build a localized map of public opinion. A professional, polite presence at the door transforms campaigns from a national headline into a local community concern.
Why we campaign door-to-door
The doorstep is where real persuasion happens. By visiting residents at home, we can achieve more than waiting for them to come to us.
What can we achieve?
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- Higher quqlity data
With campaigns that are centred around determining the views of a community we can accurately record the views of a specific street or ward, allowing for targeted follow-ups.
- Undivided attention
Away from the bustle of the high street, we can have longer, more nuanced discussions that can connect our campaigns to people's concerns.
- Mobilisation
It is a great way to find new volunteers who are passionate but haven't yet found a way to get involved.
The Pros and Cons
Like all methods of campaigning, going door-to-door has its pros and cons.
Pros
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Offers the highest rate of persuasion and data accuracy. It allows the campaign to reach quiet or less mobile residents who may never visit a town centre.
Cons
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It is time-consuming and can be physically demanding for volunteers. Many people may not be home, leading to lower "hit rates" compared to high-footfall areas.
It is up to you to determine if this is the best way for each campaign action.
Organising a Professional Session
To ensure your door-to-door activity is effective and professional, preparation is key:
How to prepare
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- If the aim of any particular session is data gathering, use data sheets or app pages provided by the European Movement.
- Divide your volunteers into pairs. Never send someone to a door alone; it is safer and builds confidence to work in twos (one person talking, one person recording data).
- Always carry a copy of the European Movement PLI certificate (available on the Grassroots Hub). This is there to cover you if something were to happen.
- Avoid using old, wrinkled flyers or materials from previous years. A crisp, clean leaflet left in a letterbox is a professional calling card should you not receive an answer when you visit.
- Make sure that you have the Grassroots App available to hand in each pair, to enhance your campainging.
You should also plan your routes to make sure you cover as much area as possible, without doubling back on yourselves too much.
Staying on Message
The first 10 seconds of a doorstep interaction are the most vital as they will set the tone of the engagement.
What you need to know
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- The Introduction
Keep it local. "Hi, I'm [Name], a local resident volunteering with the European Movement. We're talking to people in [Area] today about..."
- Staying on Message
Stick to the core briefing provided by the Field Team. Our strength lies in a consistent national message that is tailored to match local concerns. Stick to this avoid getting drawn into local grievances or unrelated political debates.
- The Call to Action
Every door should end with an invitation. If they are supportive, ask them to sign a petition or join the local mailing list. If they aren't home, always leave a "Sorry I missed you" card with a clear URL for them to visit.
Engaging Volunteers
Door-to-door campaigning often feels more daunting than street stalls and leaflet drops, but it is suitable for both new and experienced volunteers.
The shadowing phase
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For new volunteers the first few doors should be observation only. Let them watch an experienced campaigner handle different reactions, and different types of interactions, before they take the lead.
The social aspect
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Always start and end with a group huddle. Meeting at a local cafe for a debrief after a session makes the experience rewarding and keeps volunteers coming back.
If you follow these steps, and take the points below into account, you will have a productive campaign session that engages both your volunteers and the public.
Things to Remember
Record the Interaction
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A conversation that isn't recorded is a conversation that didn't happen for the campaign. Ensure you accurately mark down what happened during the interaction, and submit it as part of your campaign report via the Grassroots App.
Bring Your PLI Certificate
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Keep a printed copy of the Public Liability Insurance from the Grassroots Hub, or download it to your phone. It's essential for peace of mind and demonstrates that the European Movement is a professional, national entity.
Dress Appropriately and Neutrally
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You want to look like a friendly neighbour, not a corporate salesperson. Wear comfortable walking shoes and weather-appropriate clothing - either your own clothes or maybe a European Movement t-shirt if you have one.
Close Every Gate
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It sounds small, but leaving a gate open or walking across someone's lawn is a quick way to annoy a resident. Respect the property you are visiting as if it were your own.
Leave something if you get no answer
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Most people won't be in when you knock. Leaving a card or leaflet with a local contact or a link to a petition ensures that your effort still results in a "touchpoint" for the campaign.
Stay On the Briefing
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The European Movement provides talking points on the Grassroots Hub. Stick to these core themes to ensure we are building a cohesive national narrative.
Pair Up for Safety
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Always work in pairs and stay within sight of other teams on the street. This isn't just for safety; it also allows you to debrief and share "wins" between houses.
Watch for Signs
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Respect signs and stickers which say "No cold calling", "No political leaflets" etc. Ignoring them is counter-productive, as it immediately puts the resident in a negative frame of mind toward our cause.
Keep the Intro Brief
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People are often busy so get to the point within two sentences. Explain who you are and why you are there immediately to put the resident at ease.
Smile and Be Polite
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You are the face of the movement. Even if someone disagrees with you, a polite departure leaves a much better impression than a heated argument.
Things to Avoid
Don't Enter the House
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Never step inside a resident's home, even if invited. It is a vital safety protocol for you and a boundary that keeps the interaction professional and brief.
Avoid Putting Fingers Through Letterboxes
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When posting a leaflet don't use your fingers to push it through. Letterboxes can have stiff springs or, more importantly, dogs on the other side. Additionally, doing so can damage the leaflet. Consider a cheap wooden spatula which can push it through with ease.
Don't Get Into Long Arguments
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If a resident is hostile or wants a 20-minute debate, politely excuse yourself. Your goal is to reach as many houses as possible, not to win a single marathon argument.
Avoid Technical or Academic Language
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Complex technical, or abstract, terms can feel distant. Instead, talk about local jobs, food prices, and the freedom for young people to travel and work and aspects of the campaign that are easy to understand and which feed directly into local concerns.
Don't Knock Too Late
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Aim to finish your sessions by 8:00 PM at the very latest. Knocking when people are putting children to bed or settling down for the night is intrusive.
Avoid Using Old or Damaged Materials
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Using leaflets with outdated dates or dog-eared corners makes the campaign look disorganized. Always check the Grassroots Hub for the most recent versions, and order them for your group in advance of your campaigning.
Don't Assume the Person's View
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Never lead with "I assume you're unhappy with..." Let the resident tell you their view first. Assuming can lead to awkward interactions, and take longer to convert the conversation into support for the campaign.
Don't Guess the Answer
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If you are asked a difficult question about policy and don't know the answer, say so. Offer to take their email and send them the details later, after consulting with the Field Team or the materials on the Grassroots Hub.
Avoid blocking the Pavement
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When waiting for your campaigning partner to finish a door, don't stand in a large group of 5-6 people. It looks intimidating to residents looking out of their windows.
Don't Forget to Debrief
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Never just go home after the session. Spending 10 minutes at the end to collect feedback and share stories helps the organiser and makes volunteers feel valued. Feed their feedback, and any interactions of note, into the campaign report that you can submit via the Grassroots App.
Conclusion
Door to door campaigning is a highly effective campaigning strategy that allows you to interact with people in more detail than you can at a street stall, leading to a greated chance of conversion from undecided to supporting our campaign. It is often daunting for new volunteers but, with planning, it is suitable for everybody to take part in.
