what a great campaign looks like - labour party€¦ · fundraising set up a clp donate page which...
TRANSCRIPT
What a great campaign looks like Paul Upex
This training session will start at 5pm.You will be unable to hear any audio until it starts.If you miss anything don’t worry as we will send you the slides and a link to listen to this sessions again.
Subscribe to our training updates here: http://www.labour.org.uk/w/training-emails
If you have any questions please [email protected]
Session Aim
We want all our seats across the country to be campaign ready. This means that all seats should have plan of activity for voter and membership engagement throughout the year.
Our aim in this session is to help you plan your campaign activity and budget for it.
Outcomes We want all of our members to play their part in Labour Teams across the country
We want as many members as possible to go out door knocking across the country
We want all members to understand why we campaign
We want to use volunteer time effectively
We want everyone to have a positive impact on the campaign – they can make a difference
We want as many members as possible to have a positive experience of any session they attend
We want everyone to return and help again
We want to win elections
In this session we will be covering:
• Why it’s important to plan• Taking stock and getting started• Planning your campaign
-Your doorstep programme-Your local campaign messaging -Planning your comms grid-Digital campaigning -Activating your membership
• Budgeting & Fundraising
Why we plan
• Preparation and planning are essential
• Helps us use our resources effectively
• Allows us to prepare a lot in advance
• Materials have to be ordered in advance
• Helps us avoid making big mistakes
Where is your seat organisationally?
• In order to plan effectively, we first need to take stock of where our constituency is at.
• This is something you may have already done, but you should be doing and renewing all the time.
Starting to plan
Every constituency is different
Getting started and setting targets Things to consider:
• What’s the electorate?
• How marginal is/are the seat/wards you are fighting?
• What capacity do you have?
• What budget do you have?
• What is your candidate/s’ availability?
• Geography and demography
Planning your Campaign• Legal dates and deadlines
• Canvassing plan - which areas & who are you speaking to?
• Messaging and your communication plan inc. print, digital and media
• Fundraising and infrastructure
• Capacity building & volunteer recruitment
• Training
• High vis campaigning and events
• Candidates’ diaries
• Planning polling day
A few other key tasks…
•Organise a campaign committee planning meeting (MP, candidates, agent, key volunteers, CLP officers, Labour group/council leader) • Include National Campaign activity and Action Saturdays in your strategy•Have you input your Marked Register?•Have you set up your road groups already?
Our Top Tip: have a plan, make lists & get a grid!
Message
Capacity
Print & digital
Voter contact
Elements of a great campaign?
Activating membership• Campaign bulletin• Mobilisation phone bank• One-to-ones• Advertising campaigning events
online events.labour.org.uk• Phoning through members• Training• Building relationships with
neighbouring CLPs
Capacity
Turning your members into campaigners
• Talk to members and find out what they care about
• Focus on issues – ‘save our NHS’ • Get their input on your strategy from
the start • Provide introductory campaign sessions
and introductory campaign training event
• Make it social and varied
A job for everyone• Making lunch for volunteers• Making teas and coffees• Maintaining the constituency office• Putting up garden stakes• Being an endorser• Calling members to get them involved• Organising social/fundraising events• Helping to identify local campaign
issues• Taking photographs• Writing press releases• Driving volunteers• Donating money• Door-knocking
• Phone canvassing• Delivering leaflets• Inputting data• Printing leaflets• Stuffing envelopes• Bundling leaflets• Street Stalls• Collecting petition signatures• Highlighting maps• Social media• Giving out posters• Lending your living room• Putting a poster up
What have we done in the past ?
We would engage and ask around a task
We need to deliver 6000 leaflets
We want to raise xxx amount of money
We need to knock on 500 doors
This approach works up to a certain point
How about we engage around the politics not just the task?
By delivering this leaflet or knocking on these doors you can help elect a Labour councillor that will fight for you locally against the Tory Cuts.
By giving this money you can help purchase direct mail to key voters that we need to win this seat for Labour.
The first step towards winning the next General Election is to win more council seats within this area, you can play your part by……
By attending this training session we will give you the confidence to put your support for Labour into achieving votes for Labour.
Make time to train
• Schedule of events - not just for new members
• On-line and face to face – webinar library and Achieve
• Breaks down barriers to activity- provide briefings
• Incorporate activity into your Constituency Development Plan
Doorstep and telephone conversations
Voter contact
A wide pool of potential Labour voters until you narrow it down then…
Labour voters who voted for the first time in 2017
Potential Switchers Labour supporters who don’t
always vote Strong Labour
Your doorstep conversation programme
Getting out and talking to individual electors about your campaign, their top issues and how they might vote is always a priority.
It is very important to enter marked register data into Contact Creator so that you can use it in your targeting for campaign and GOTV activity.
What are your key campaign messages and what issue campaigns are you going to focus on?
Test key messages on the doorstep and digitally.
Message
Marginal Wards Strong Labour Wards Future Prospect Wards
Print & digital
September October November December January
Newspaper Follow up DM Christmas Card Christmas Card New Year leaflet
Election AddressesNewsletters
Direct Mail
Digital Campaigning
• Not an alternative to door-knocking and print
• The best digital campaigns are the ones that are joined up with what you are doing offline
Digital planning considerations
• Make sure your content is relevant, engaging and frequent
• Ensure it is linked with campaign and print communications
• Set up a digital team and plan communications within your CLP and Branches
• Always prioritise Facebook over Twitter
• USE PROMOTE
• Utilise #ForTheMany so people can feel like they’re part of something bigger and get on board.
• If you have a particularly important post which you’d like more people to see, add something like “Agree with me? Please share this post” so supporters know it’s a key time to get the message out.
• Social media guidance https://members.labour.org.uk/legal_and_compliance_downloads
Create community through groups
Mobilise via events
Share messages and create social proof
Twitter Instagram
Personal stories
Rebuttal and attack
Humour
Upselling
“Normalising” politics
FOMO and mobilisation
The pillars of our content
Persuade
Attack
Mobilise
People to vote Labour
The Tories’ policies
Your supporters
Communications grid print and digital
Month Marginal WardsStrong Labour Wards
Future Prospect Wards
October-December
Ward-specific introductory leaflets
Ward-specific introductory leaflets
Targeted ward specific introductory leaflet OR introductory street stall leaflet
January-March
Authority-wide Team Labour Newsletter
Targeted postal vote registration DM
Authority-wide Team Labour newsletter
Limited authority-wide team Labour Newsletter based on capacity
Shortcampaign
Ward Election Addresses 2nd targeted leaflet or hand
delivered direct mail As much posted direct mail as
possible
Ward Election Addresses
Limited Ward Election Address
Polling day
Good morning GOTV card Daytime GOTV card Time is running out GOTV
card
Single polling day card
None
So your grid should be getting busy!
Budget
• Your budget should cover everything you’re spending money on in your campaign plan.
• Don’t depend on money from outside sources.
• Have ‘stretch goals’.
Budgeting• You need to budget for all the costs you will
incur in an election. • The key to this is planning.• Plan backwards from polling day your
canvassing, digital, print, etc and cost everything.
• Make sure you have enough money in the pot/fundraisers upcoming to fund your campaign plan.
Fundraising
Jan Feb March April
Planning Gala Dinner
Newspaper
DD fundraising drive
Increase of campaign activities
Fundraising
Set up a CLP donate page which can be linked via your website or Nation Builder page and used in fundraising emails
Safe and secure way to carry out online
Email [email protected] to request one if your CLP doesn’t have one already set up
Include link in regular email communication – People more likely to donate if you can show that you have a concrete plan for how you’re going to use it
5 Action points
1. Start now
2. Be outward facing
3. Create a plan
4. Have clear targets
5. Be ambitious
Useful contacts and sites to visitTraining Team - [email protected]
https://labour.org.uk/training
https://achieve.labour.org.uk
Labour Membership – [email protected]
Call 0345 092 22 99 Option 5 Monday – Thursday 9am–5pm, Friday 9am–4:30pm
https://labour.org.uk/members/about-my-membership/ https://labour.org.uk/new-members/