As we enter the final full week of electioneering, I would like to pass on my tips to those foot soldiers and political anoraks who are out campaigning.
I was fortunate to successfully compete in a dozen elections over four decades. I learned from my competitors. Most leaflet drops are a waste of time and money. They are binned as junk mail. Door to door canvassing remains the most effective form of electioneering.
The quality and quantity of your personal and party organisation is the key to success. A popular and well known person accompanying you on the stump is vital. When the door opens, to be able to say “Hello Mary or John” starts the pitch on the best basis.
In rural areas, a good local canvasser will know each family’s traditional political persuasion, the connection of relatives and local events. If a candidate doesn’t know about a recent bereavement in a family it can be awkward and embarrassing.
The optimal number at any door is two people. A team of canvassers should be spread out and work at a pace to ensure the candidates focus all their time on handshaking and talking while quickly moving from door to door.
A golden rule for all canvassing is before you set out is to have pre-written on the cards: “Sorry to have missed you” – signed by the candidate. This allows the absentee householders to feel the candidate personally called. Always bring a note book to record problems or complaints - use it at every opportunity. A reply must issue before polling day.
It is better to understate your case. Don’t ask or insist on the Number One vote. It can appear overly pushy. Voters already know intuitively what you want. Never, ever bad-mouth an opponent. Instead state your own positive case. If you say anything negative about a competitor it can be twisted, misrepresented, and do you damage.
Nowadays, many candidates focus on meeting and greeting at shopping centres, high streets, and church gates. You need a harder neck for this. People are in a hurry and often don’t like to be intercepted. Campaigners are only one step up from beggars in terms of the irritation factor. A soft sell, warm smile, and eye contact are the only basis of any connection.
Candidates must be able to deal with verbal rejection and even abuse. The key reflex is to diffuse the situation. Self deprecating humour or switching the focus from the party to yourself can help. Ascertain if the person has a genuine specific problem that you might be able to resolve.
If all fails, agree to disagree. At the doorstep I found the line: “I knew you weren’t of our persuasion, but I didn’t like to pass the door…” usually succeeded in silencing the most hostile critics.
Thirty years ago, polling day transport and posturing around election booths were big features of voting day itself. Nowadays, activity between elections is the key to building personal voter loyalty. Regular door to door calls outside of election time means you are a familiar friendly local face.
The use of computer data bases for voter information and communication is now essential. Phone call canvassing is here to stay. Obama’s biggest innovation was on-line fundraising for small amounts. Incrementally Irish political campaigns will absorb all of these.
Other quickies: Don’t delay people in the middle of their favourite TV programme (Coronation Street ) or a Champions League match. The ESB will remove posters put on its poles. Your real competitors are your own party colleagues. Never count prospective votes. Voters who use the word ‘anyway’ at the end of a sentence are not going to vote for you. If anyone says you’re ‘safe’ be sure to get into denial victim mode.
Good Luck. Remember there is a great life beyond politics
