In my constituency, volunteers chat with people in deprived areas – most of whom find they are to the left of their voting intentions. The results are exhilarating
M
ost people have made up their minds, and nothing you can say will change them: that’s the credo of parties such as Labour and the Democrats. Don’t challenge voters on the doorstep. Use focus groups to find out what they want, and give it to them. Follow, don’t lead. But all that’s on them, not us.
It’s true that conventional attempts at persuasion fail. A meta-analysis and original experiments by the political scientists Joshua Kalla and David Broockman found that “the best estimate of the effects of campaign contact and advertising” in US general elections “is zero”. But this says nothing about voters and everything about the useless approach of the parties trying to reach them.
Further work by the same scientists along with other people’s studies show that persuasive methods do exist. They don’t change everyone’s minds, but they can make enough difference to win elections and build a kinder, fairer, greener country. These techniques are known as “deep canvassing”.
