21st century Campaigning

9th March, 2012 1:17 pm

What does a 21st century party look like for…Field Operations and Campaigning?

Successful campaigns are built on effective candidates, a well thought out strategy, a clear structure, and a vision built upon the priorities of the local community.  Campaigns also hinge on involving and motivating volunteers, and on this count, we’re not always hitting the mark.

Currently campaigning in the party too often fails to properly explain itself and connect the campaigning activity people are asked to do with the vision of the campaign and the longer- term work of the party.  Campaigns are often too hierarchical and suffer from campaign teams which lack the skills and vision to facilitate proper involvement and create a meaningful experience for volunteers. This in turn leads to a situation of us and them in many campaigns – a small number of “elite” roles which develop strategy, plans and undertake creative activities, as compared to the majority who undertake repetitive, low skilled activities which offer little variety, excitement or opportunity for learning.

To motivate volunteers, campaigns must create a wide a range of participatory roles that A) connect to existing skills and interests and B) provide the opportunity for all volunteers to learn new skills and develop as they are involved in the campaign.

The Party should therefore work to support and develop the skills and capacity of campaigners and campaign teams across the country and share best practice between them. This will involve the development and implementation of more up to date technology that enables more autonomy and flexibility of working at the local level.

The Party must also enable local parties and campaigns to see the relationships with their volunteers as “long term investments” and support this culture change with relevant training for campaign teams and in turn learning opportunities for volunteers at all levels.

The new Executive Director will also need to respect locally developed campaign strategies and messages – and support a culture change in campaigning which allow members to listen and talk to the public and build up local  relationships over time.

This post is part of a series produced by LabourList and Labour Values.

Latest

  • Comment Featured “Consistency, credibility and conviction” – Douglas Alexander’s State of the Race memo

    “Consistency, credibility and conviction” – Douglas Alexander’s State of the Race memo

    Here’s Douglas Alexander’s latest state of the race memo  – which LabourList readers can read exclusively before anyone else. We’ll be posting these each week to give you a unique insight through the final weeks of the campaign. Dear Friend, What does a winning campaign look like? Regardless of the party, I think a winning campaign can usually be summed up in three words, consistency, credibility and conviction. Consistency Labour’s message at this election is that when working people succeed, […]

    Read more →
  • News Boris Johnson follows Pickles in comparing Labour’s rent plans to bombing

    Boris Johnson follows Pickles in comparing Labour’s rent plans to bombing

    Yesterday Tory Cabinet Minister Eric Pickles compared Labour’s plans to make the private rented sector more affordable to the “bombing” of cities. Evidently this unpleasant and ugly attack was part of a co-ordinated strategy – because Boris Johnson has repeated the same message. Here’s the headline of his Telegraph column: So the man responsible for Britain’s Housing (Pickles) and the Mayor of the city with an epic housing crisis (Johnson) both think that Labour’s plan to help millions of renters […]

    Read more →
  • Comment The only abdication Theresa May cares about is David Cameron’s

    The only abdication Theresa May cares about is David Cameron’s

    By now most of you have probably seen the incredibly shrill Mail on Sunday front page. If you haven’t – here it is: As is often the case, the size of the typeface used in the headline is inversely proportional to how serious the piece is. I’m particularly taken by the ludicrous analogy that Theresa May has chosen – as were all of the people that got #worstcrisissincetheabdication trending on Twitter today. I’m no fan of the Nationalists (indeed, I’ve […]

    Read more →
  • Comment William Hague’s ‘Zinedine Zidane moment’

    William Hague’s ‘Zinedine Zidane moment’

    William Hague’s plot to oust the Speaker last month was not just grubby, it was a final act of a desperate Tory campaign. With the polls at a deadlock in the countdown to the General Election, now we can see the failed Tory coup was about electoral arithmetic rather than a petty squabble. And these desperate tactics could cost them dear. During the death throes of the last Parliament, when most MPs had packed their bags and left for the […]

    Read more →
  • News Ed Miliband speech to Labour’s International Development rally

    Ed Miliband speech to Labour’s International Development rally

    Speaking at an International Development rally in London this afternoon, Ed Miliband said: Thank you. I’d like to thank Ross Kemp for hosting us today. And I’d like to thank everyone who has been part of today’s gathering. Let me thank all of the speakers who are with us today, Mary Creagh, Valerie Amos, Emily Berrington, and Adjoa Andou. Let me start today by saying that all of our thoughts are with the people of Nepal. We have seen truly […]

    Read more →
Share with your friends










Submit