Roadmap to Elections 2021 - Paul Upex
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Roadmap to Elections 2021 Paul Upex This training session will start at 6pm. You will be unable to hear any audio until it starts. If you miss anything don’t worry as you can download the slides and listen to this sessions again. Visit https://labour.org.uk/webinars2020/ If you have any training questions please email training@labour.org.uk Or follow us @LabourTraining
Aim
To ensure that all of our local
parties and candidates are using a
wide range of resources that are
available to engage and persuade
potential Labour voters
• What’s up for grabs?
In order to • Guidance
achieve this • Selecting candidates
we will be • Campaign phases
• National listening campaign
covering: • Meeting voters on-line
• Using Dialogue
• Print
• Petitions/surveys
• Existing Councillors and candidates
• Tasks and checklist and looking forward
What’s up for grabs?
Our challenge • Win back the trust of the British people • We can win the next General Election, but we require a swing of 10.5% (larger than 1997) • This will require building a very broad coalition • Our first opportunity to do that at the ballot box is 6 May 2021
What’s up for election in May
2021?
Elections 2021 The elections in 2021 will elect: • Approximately 5,000 councillors in England, which is about 30% of the total. Includes all County Councillors. • 40 Police and Crime Commissioners in England & Wales • Scottish Parliament • Welsh Parliament • 6 Metro Mayors (possibly 7 if West Yorkshire goes ahead) • Mayor of London and London Assembly • 5 local authority mayors and all the held over ward by-elections (likely to be 100+) This is an unprecedented amount of elections occurring on the same day..
Unprecedented elections in an
unprecedented context
• Core principles of effective campaigns remain the same:
• Clear understanding of the context
• Strategy focused on assembling a winning coalition of voters
• A clear, persuasive message
• Effective targeting
• Integrated campaigning using all the appropriate channels
• Volunteers who are trained, understand the strategy and empowered to
deliver it locally
• But HOW we do that will need to adapt in light of COVID
Guidance
Guidance update
• Leafleting / deliveries is now allowed from 4 July in England, please refer
members to guidance
• Wales and Scotland there is separate guidance
• Please refer to the guidance for your respective nation
• Online meetings can take place https://labour.org.uk/online-meeting-guidance/.
• Street stalls, door knocking is not allowed
• Facebook advertising - In line with many other organisations across the world,
the Labour Party have paused spending money with Facebook for the month of
July. This is to show that we stand against hate online, especially in the wake of
George Floyd’s murder, and urge Facebook to take stronger steps to tackle it on
their platforms. We are advising that local parties do the same. Party units and
members may still post on Facebook, however, as the boycott is only in relation
to spending money on advertising on the platform.Selecting candidates
Encouraging members to stand • What are you doing to get candidates? • Don’t assume that seats already selected • Reach out to members and region office • Signpost some national training or local schemes • Ask existing Councillors and candidates help encourage other to stand • Work with Trade Unions, LGA, Co-op , socialist societies
Overview of NEC decisions • Local government selection meetings and NEC nominations meetings can now take place online, with voting on a platform provided by the Party • NEW: Ordinary CLP meetings can take place online; though secret ballots not currently possible. • Executive Committees authorised to make urgent decisions (e.g. signing of financial reports) • CLPs and branches able to hold informal online meetings to keep in touch
Constitutional issues • Only those who attend the online meeting will be entitled to participate in the vote • Eligibility must be checked by CLP officers ahead of admission to meetings • Usual procedures – e.g. separate ballot where a woman is to be nominated/selected – apply • Good chairing, and clear explanation of processes, is vital
Online meeting guidance is available https://labour.org.uk/online-meeting-guidance/ https://www.choicevoting.co.uk/knowledgebase/
Campaign Phases
Campaign Phases • Listening Campaign (From July until end of September) • Target voter engagement & early voter sign up (October until end of Feb) • The Choice (March to GOTV) • GOTV (Issuing of PVs until 10pm on 6 May 2021)
Listening Campaigns July - September “After the General Election it is clear that the Labour Party must take the time to listen to voters and understand the issues that matter most. This is the only way that we can re-connect with people who have lost trust in the Labour Party.” Keir has been meeting target voters across the country as part of his Call Keir programme - listening to the issues that matter to them and starting the journey of rebuilding trust in our party.
Listening –
National Campaign
QuestionsNational Campaign July - September • National listening campaign – questions on Dialogue and please use them in local surveys – data stored in contact creator • National print items – featuring Keir and additional surveys to follow
Listening Campaign - targeting
July - September
• Key wards, key voters key areas ,
constituencies!
• Surveys, online and in print
• Online roundtables, meetings
• Community groups
• DialogueNational Campaign questions
July - September
• National questions:
• A focus on leadership
• Introducing Keir Starmer
as leader
• Asking values questions
• Asking about national
issues
• A picture of the electorateNational Campaign questions July - September • Issues questions • Who and where and what issues more important • Longer term targeting info
Listening –
Meeting voters on-
lineGives you an
understanding of what
you have to work with- What your area is
who’s who missing?
Digital Community Mapping
Who do
people
Who do people What needs
retweet or
listen to? to change?
share or
like?State – Council And
Civil society – foodbanks,
councillors. Other elected
Tenants & Resident
representatives. Other
Organisations, Mutual Aid
sectors health, schools
groups, Faith Groups and
universities, care homes
Trade Unions
Digital Community Mapping
Local businesses
and high streets Local media, local
shops, housing platforms, local
providers influencersOn-line meetings with key voters • Give at least a week to advertise a session • Be familiar with the technology • Have a chair as well as politicians • Time limit for the call • Be clear how people can submit questions • Be clear on the language that people can use • What the follow up will be • Internal online meetings and residents online meetings • Be clear on the objective, the audience and channel for your meeting o Are you trying to recruit specific lost voters on a private meeting? o Or a community group where you can host a public event in partnership?
12 top tips for Meetings BE SECURE Don’t share the link to the BE CLEAR The person chairing the meeting meeting on social media – send the link to should make it clear from the start exactly eligible members only. how long the meeting will last, what will be BE SAFE Circulate the safeguarding email discussed and how any official business address in safeguarding@labour.org.uk will be carried out. and make sure you’ve read the Party’s BE CONSIDERATE guidance Anyone who isn’t speaking should BE ON TIME to make sure the technology try to mute their microphone. is working and people can see and hear you. BE CHATTY Have one person running the meeting and another person monitoring the chat box. Try to make sure that everyone has the opportunity to participate.
12 top tips for Meetings
BE READY Get someone to put links and BE ACCESSIBLE We’re aware that not
key points into the chat everyone has access to online video
BE ATTENTIVE If your meeting is with conferencing. Make sure you’ve set up a
more than a couple of people, we process for people to get in touch, that
recommend using written signals in the they can receive information another
chat box to let people know you want to way
speak. BE EVALUATIVE
BE FOCUSSED Make sure your meeting After your first couple
doesn’t go off topic – we know people of meetings, take some
have lots of video calls at the moment time to review what
worked well, and what
BE ORGANISED Make sure didn’t, to make future
someone(ideally the CLP Secretary) is meetings even better.
taking notesLISTENING
Using Dialogue to
speak to members and
residentsDialogue
Where to go: dialogue.labour.org.uk
Dialogue is the Labour Party’s online phone
banking tool that enables members to phone
canvass wherever they are. To use Dialogue, all
you need is a phone and a laptop or tablet.
Great device to use all year round not just in
these times.
To get started, log in with your Labour Login
and watch the ‘Introduction to Dialogue’ video.
Entering your telephone number allows you to
select from a range of calling options.
You can call members and volunteers using
Dialogue.Using Dialogue and Having Effective
Conversations
• You can securely record either Voter ID responses when calling local
voters or a range of member engagement, volunteering and skills
audit questions when in touch with local members.
• For those members who also have access to Organise, you can use
Dialogue to create a list based on searching data in Organise - for
instance members with a particular skill or who have already said
they want to be involved in a particular kind of campaigning.
• All data collected in Dialogue is shared back to Contact Creator or
Organise the same day so there is no additional data entry step after
you complete the call.
• For more information or to watch the training video, please visit
https://dialogue.labour.org.ukPrint items
Residents’ survey – why you should do one? Provide valuable insight as to what is important to our residents. Find out what action they want to be taken. Demonstrates we are listening and active in the community. Provide valuable data to keep in touch with residents Provide voting intention.
Print July - September Connects – print and digital platform • Gradual redevelopment throughout 2020 and will resume with a print order deadline every Wednesday for delivery by the following Thursday from now on. • A new social media products section which will enable to download of PNG and JPG files for use on social media. This means there are now 80 different templates available on the website (and in many cases multiple variations within those templates). print@labour.org.uk
On line petitions and surveys
Petitions/Surveys
July - September
• Do petitions ever achieve anything - • Show strong public approval or
and is there any point in signing one? disapproval.
• Petitions by themselves don't do • Petitions work best when they are
anything, but they can be a very specific and asking for something
valuable tool for change. "realistically achievable".
• MPs see surge in online petition • A petition can attract the attention of
numbers during lockdown. news media because it's a very
• They can highlight local issues and tangible indication of public interest.
allow you to measure support. • Allows us to gather data that we are
not collecting on the doorstep.Options for setting up a survey/ petition
A Labour
• Change.org
• Parliamentary site OR Party
Wordpress
siteQ –Petitions/Surveys– How to do it?
A - Create a Labour WordPress site
• Your site comes with the ability to capture information from users
using forms. These can be used for anything from a basic ‘contact us’
form to complex consultations and surveys.
• To see an example site please visit https://anneexample.co.uk
• To find out more or to sign up visit https://labour.org.uk/sites
• Or if you are an existing user and would like help, please refer to
https://labour.org.uk/sites-helpTop tips to get your petitions/surveys
noticed
• Ask members to like and share
• Use Reach to place Facebook adverts (on pause for July)
• Consider your audience: who is the petition issue likely to resonate
with?
• Social care petition: older people or care workers?
• Local press
• Reach our through your community mapping
• Local message boardsGood examples
• COVID19 Petition https://www.islington-labour.org.uk/ppe-testing-petition/
• MPs http://www.sarah-jones.org/tram/
• Local Issue https://www.islington-labour.org.uk/oppose-islingtons-rogue-landlords/
• Local https://www.graveshamlabour.org.uk/petitions/Recent national Labour successes:
Scrap the NHS charge
• https://action.labour.org.uk/page/s/scrap-nhs-charge
• Popular moral issue
• Clear policy goal
• Moment in
Parliament
• Emotional hook
• Strong call-to-action
• Social proof
• Forced gov’t u-turnRecent national Labour successes:
Holidays without hunger
• Popular moral issue
• Clear policy goal
• Moment in
Parliament
• Emotional hook
• Strong call-to-action
• Social proof
• Celebrity endorser
• Forced gov’t u-turnExisting Councillors and candidates
Ensure existing Councillors and candidates already selected are raising their profile Record of delivery Letting the voters know you are Have you delivered on any pledges Labour made since elected? Don’t rely on the Council Do voters know about it? communications team to tell your What have you done? What will you story. do? Don’t assume voters will know you are Who have you worked with in the Labour local community Make it political Are you keeping a record? Don’t use Council speak Establish a narrative of both personal Regular comms - little but often and Labour delivery
Tasks and checklist
and looking
forwardOther tasks What is the Marked Register? The marked register is the publicly-available record of who voted and who did not vote in a particular election. Why does it matter? Knowing who votes and who doesn't is crucial to helping us target our campaigning efforts in future elections. At a local level for example, you can target likely Labour supporters who might vote in some elections but not others (so called 'patchy voters') as priorities for GOTV activity. You should then aim to enter the Marked Register data as soon as possible so that it can be used for targeting ahead of the 2021 election.
Other tasks Telephone lookup As we do not know when door-to-door campaigning will be able to resume, we are recommending that CLPs consider ordering a telephone look up if they have not had one recently to better equip them for the campaign leading up to May 2021, which will see a huge number of seats up for election. We can now confirm that we have received enough orders to meet the requirement for the reduced prices of £327 for a Standard look up and £662 for a Premium – a discount of almost a third on the full price. For the first time, lookups can be ordered for both Scottish Parliamentary Constituencies and Westminster Parliamentary Constituencies. You can also fill out the form online: https://labour.org.uk/telephone-lookup/ If you have any questions, including when your constituency last had a look up, please do email us at contactcreator@labour.org.uk
Campaign checklist
• Marked register from GE 2019 • Candidate selection timetable
entered • Budget & fundraising plan
• Facebook page set up • Campaigns to (re)build
• Like campaign running relationships with key electors –
• Print, digital and campaign leads this is a start of a journey
identified and trained • Launch early voting campaign
• A phone lookup purchased (signing patchy Labour promises
up to postal votes)
• Roadgroups set up
• Local campaigns to identify
• Check delivery network gaps crucial voters
• Agree campaign plans and target
areasPhase Three: Looking forward
October – February
• Postal vote sign up: think of ideas for what might work where
• Can we use a local message carrier/ endorser
• Local representative MP/MS/MSP/Cllr
• Keir Starmer
• Turning listening campaigns into local actions
• You said we did literature
• Testing pledges with key groups
• Online petitionsComing soon…
How to get in touch
Training Team
training@labour.org.uk Campaign Technology
campaigntechnology@labour.org.uk
Twitter @LabourTraining
Labour Membership |
The Organise Team | labourmembership@labour.org.uk
organise@labour.org.uk
Legal Hotline
legal_queries@labour.org.ukTraining pages
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