Professional Documents
Culture Documents
door-knocking
on climate
JUNE 2010
a rough guide to
door-knocking
on climate
The weekend before last, I door-knocked with others in Newtown. It was the best thing I have done on climate for ages I started the day with a great deal of trepidation (my biggest fear was about not wanting align our movement with evangelical modes of building participation) I walked away wanting to door-knock my whole suburb and maybe I will. Jenny Curtis, BalmainRozelle Climate Action Group, June 2010
Why door-knock?
Door knocking is easy, fun and one of the most effective ways of getting our message into the community and having an impact.
Research by the union movements your rights at work campaign established that door-knocking was a key factor in shifting public opinion and was the best tool used by the campaign. It is important to understand the primary purpose of door-knocking. In one word, it is to change the vibe of the electorate.Getting someones email for climate action groups contact lists, or their involvement in a forthcoming event or forum is useful, but it is the icing on the cake. What do we mean by the vibe? We know from marketing research and other campaigns that the more we can get a single idea or meme circulating and repeated, the more it will shift or sway opinion. Recently the term internet meme has been termed to describe a catchphrase or concept that spreads rapidly from person to person via the Internet, largely through Internet-based email, blogs, forums, social networking sites and instant messaging. Door-knocking is another means of spreading the catchphrase. A recent example of a meme is the way the term backflip, which was first applied to Kevin Rudds decision to drop the CPRS, rapidly became a (derogatory) description of his general political mode. In the Replace Hazelwood campaign, two key ideas we wanted to get through were that: Kevin Rudd has backflipped on climate change and the government needs to replace Hazelwood.
This rough guide was prepared by Damien Lawson and David Spratt for the Victorian Climate Action Centre. The case study example used in these notes is the Replace Hazelwood door-knocking campaign conducted by a number of climate action groups in association with the Climate Action Centre in Melbournes inner-north from May 2010 onwards, in the leadup to both State and federal elections in late 2010. The areas covered are now marginal LaborGreens seats. The specific scripts and messages of course depend on the specific circumstances and locations. Our special thanks go to Climate Action Moreland and its members and volunteers who participated in and co-organised the first door-knocks in Brunswick during April and May 2010. The experience and feedback from the 40 volunteers was important in developing some of the methods discussed in this guide.
So in talking to people, these ideas were connected as: In this election year we are talking to people about the need to replace Hazelwood Power station, Australias dirtiest power station, with clean energy. This is more important than ever because Kevin Rudd has backflipped on strong action on climate. So just by knocking on peoples door and saying those key phrases and leaving a leaflet, the main job is already done. Understanding this should give people confidence that anyone can doorknock, because the main job is not to convince people of a complicated proposition, but to get the meme in their heads. Even if they disagree and leave the door and go back to the kitchen and say some idiot about that power-station Hazlewood, the door-knocking has been successful because the idea is circulating. So you dont need to know everything about climate change or the specific issue or be an eloquent and convincing person to be an effective door-knocker, you just need to give it a go and you will have been sucessful..
recruiting volunteers
It is good to advertise in advance two or three different days and times when door-knocking will happen. It helps recruit people who may be busy on one day, but not another. Explain that no previous experience is necessary, training will be provided, and that most people find it a rewarding and engaging experience. Ask people for a commitment of three hours (half an hour training, two hours door-knocking, and quick de-brief/ feedback afterwards). Tell people what to bring, depending on weather (hats, sunscreen etc). Water is a must because a lot of talking leaves throats parched and a snack to keep going such as a chocolate or museli bar. Clearly communicate the starting location, time and day, and confirm with an RSVP, text message or phone calls if necessary. If people enjoy the experience, see if they are willing to make a regular commitment for another couple of sessions, perhaps a month apart.
Check out the great video about doorknocking in Brunswick with Climate Action Moreland, made by The Vagabond. If doorknocking in pairs, exchange mobile numbers just in case. And have a break half way through to give the feet and voice a rest. Google maps are a good way to prepare maps. Print maps in street view and clearly mark areas for each pair of door-knockers. Do not put boundaries down middle of streets, but include both sides of street to avoid confusion. If necessary leave a little space between areas the worst thing that can happen is two different volunteers doorknocking the same house (Appendix 3). In Google maps, satellite view is an easy way to roughly count rooftops, and also to identify areas which are full of shops, industry or institutions such as schools and nursing homes. From our experience afternnoons are best and especially Saturdays and Sundays, but early during the week could work, especially during daylight saving. It is important to avoid: dinner times door-knocking in the dark getting people out of bed on weekends
training/de-brief/feedback
Try and find a spot (community centre, house etc) for half-an-hours training in the middle of the area to be doorknocked, so that people then dont have to walk too far to their block/s. We have also done training in playgrounds or a park for smaller groups, but it can be less comfortable. The training should briefly: outline the purpose of establishing a vibe and that everyone can do it go through the script and the materials being used such as flyers, petitions or questionnaires briefly discuss likely questions (including privacy issues concerning petitions and personal contact details), and how to doorknock (section below) a brief role-play to familiarise people with the script is good. It may be useful, based on previous experience, to give people a written Frequently Asked Questions. After the door-knocking, arrange for everybody to assemble at one place (either training location or nearby cafe/
pub, etc) to return materials, take five minutes to fill in a feedback form (see sample Appendix 4) and debrief. If time permits, talking through the afternoons events and what people have learned is rewarding. And celebrate your efforts!
the materials
Door knocking materials will generally include: clipboard. Tie the pen to clipboard with string and supply a spare pen. Put a large sticker of the climate groups name (and possibly a relevant photo of a dirty coal facility or a clean renewables image) on the back of the clipboard (see photo om page 9). Holding the clipboard to your chest so the back is visible to the householder as you knock is an effective way of describing who you are, and save time and words. a flyer to hand over (Appendix 2). a petition or questionnaire. one copy of the script, the map, and a feedback form (Appendix 3) to be completed at the end of the session. It is important to try and record key elements of verbal feedback and analyse the written feedback, as both are very effective in improving the process for the next time.
the script
Volunteers should be provided a script, and training should include role-play which allows them to practice and adapt the script to their needs. Whilst not formally in the script, some people find it helpful early on to say I am not selling anything (to distinguish from all the door-to-door utility salespeople) and that often produces a more friendly response. A sample script for Replace Hazelwood was: Hello, Im..... , a volunteer from the local climate community group ...... Kevin Rudd has backflipped on climate change, so we are out campaigning before the election. We are talking to residents about our campaign to have Victorias dirtiest coal power station at Hazelwood closed down and replaced with clean renewable energy. We have some information on why Hazelwood should be replaced (hand over flyer), and wondered if you would be interested in signing our petition to replace dirty coal with clean energy in Victoria? We will also be meeting with the local candidates and can keep you up-to-date with our monthly email newsletter if you wish to provide your email address. Thank you for your time It is important that people understand they dont have to stick exactly to the script, but rather communicate the essence of the script. So they should read it through a few times and then say it in their own words. It is important they try and speak to people directly, and not just read it out. If they have difficultly they can review the script between houses to remind themselves. Reinforce it is about the vibe and the meaning, not the specific words.
how to door-knock
Knock on the door then stand well back, a metre or so. You dont want people opening the door with you right in their face. Standing back also invites them out, and ensures they cant just speak through a crack in the door. It also helps to do a friendly knock, with a rhythm rather than an aggressive, bang-bang police at the door. If there is no answer, try once again, but no more: there are plenty more houses to do. Smile and perhaps stand to one side on the angle, with a friendly, open stance. If you have a clipboard with a sticker identifying the group, have that showing. Say hello, and start with your script. In some circumstances you can even start by saying I am not selling anything, particularly if people have an unhappy look. Dont worry, you will never get anyone shouting at you or being aggressive when you doorknock. Not everyone will want to talk, but people will not tell you to go away; they will just say no thanks and shut the door. Here are five of the most likely situations that will occur when you knock. 1. Not a home. At about 4050% of the doors you knock on there will be no one at home. Leave a leaflet under the door or letterbox. Make sure you push the leaflet all the way under, some people worry that a leaflet sticking out tells the world they are not at home.
2. Answer, but busy. Up to 20% of people will be busy (kids, on phone, rushing to get ready etc.). Thats OK, there will still be time to get in the key message and give them a leaflet. Sometimes they will even sign the petition etc. just to get moving, but be gentle and dont take up their time. 3. Interested and more time. Up to 15-20% of people will give you time to go through your script and want to know more and ask some questions. Some of these will be very interested and are potential recruits for further action. 4. Non-English speaking. Depending on your area there may be many people from CALD communities. This may prevent you from communicating your main messages, but always try and leave a flyer. A friend or family member will often translate for them later. 5. Lonely and up for a chat. Sadly many in our community have few social networks and avenues of support. Some people will use your visit as an opportunity for a chat, depending on your time you will need to try and minimise getting stuck. The critcial thing to remember is to try and balance between quantity and quality in your doorknocking. You want to maximise the number of houses you do, but have enough time for talking and building relationships with the
Climate Action Moreland volunteers launch the 100% renewables campaign at the start of a door-knocking afternoon.
people who show a high level of interest. To do this effectively you need to minimise time with people who are not. Dont spend time trying to convince someone who is a hard core climate sceptic: their views are not likely to be shifted anyway. Time spent with them means you are not finding the interested people.
doorknocking flats/apartments
Doorknocking flats or apartments can be difficult as they often have security doors downstairs. In large blocks it may be possible to get in and try. It will depend on the nature of the block, but some people may be concerned about your knocking on their door directly. Often you will need to just try, see how it goes and be prepared to move on. In small blocks you can buzz and explain what you are doing over the intercom.
a rough guide to door-knocking for climate action Smithville residents think this (Appendix 5). One participant in a survey door-knock described it this way:
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I walked away from each house feeling a growing sense of satisfaction because through our survey we had helped people have a voice and engage with the issue. The survey that we asked them to participate in was all around transition to renewables and whether they thought the government was doing enough ... We recorded their own words on how they feel about this and let them know that these sentiments will be passed on to their Federal incumbent and candidates before the election... through us they had the opportunity to communicate how they feel to their MPs. It was fantastic. They have now sent the info gathered to Federal Member Anthony Albanese, who presumably is having to have a bit of a think about things We know hes getting a little alarmed. In the end whether we use surveys, petitions, leaflets or other information tools will depend on the strategy, goals and timeline of a campaign. In any case, there is a story about what you are doing which will often be of interest to local media (Appendix 6). The crucial factor is the direct community engagement through one-on-one community campaigning that can start to shift the public in favour on our issues.
feedback
This guide will be updated. Comments and suggestions welcome. Victorian Climate Action Centre email: info@climateactioncentre.org phone: +61 3 9639 3660 or 0419 253 342 web: http://www.climateactioncentre.org
Appendix 1
We call on John Brumby and Kevin Rudd to make an election commitment to replace Hazelwood power station - Australias dirtiest - with clean energy.
Optional contact information - not part of the petition form and will not be submitted as part of the petition.
PETITION
Stay in touch
(please print clearly) Contact phone number and email address:
Surname Signature
email ph._ _
Sample petition
________________________________________________________
________________________________________________________
___ ___ _______
--------------------------------------________________________________________________________
_ ______ _______
We will only use this information to keep you informed about our campaigns. We will not give your details to a third party.
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Appendix 2
Sample Flyer
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lwood is sited. e Valley, where Haze in the La TrobBush fires, floods, sea-level rises and drought climate change is already harming also keep jobs fe and reliable. to clean energy can now and is clean, sa us all and will get rapidly worse,and water, unless we take urgent action. nology is available The tech pollution and save mes to cut carbon far our governments have not done enough and carbon pollution is increasing. But so we can in our ho We are doing what ust do its part. tm deral for the State and fe now the governmen ps is campaigning power community grou replace Hazelwood A broad coalition of mitment this year to Victorias brown-coal emissions have increased 10% in the last 10 years. ake an election com governments to m Replacing coal with clean energy is the key to solving the climate problem. by 2012. ergy this year. station with clean en l political parties Hazelwood power station is an industrial dinosaur and the dirtiest coal-fired Victorias st for al be a key election te This will power station in Australia, producing almost 15% of Victorias carbon pollution and using a lot of water. y in the media and Hazelwood stor munity, telling the Hazelwood was due toin this in mpaign. instead the state Labor government extendg in the com can jo close ca2005, but We will be organisin ent. We hope you obtain this commitm ed its life past 2030. However r children of Hazelwood have recently said it could be s to ou the owners lobbying politician d a safer future for ore secure water an closed much sooneran the State and12: if by 20 federal governments were willing to act. t cleaner air, m d with cle energy Together we can ge Replace Hazelwoo Please join us to and grandchildren. ndidates where they
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Appendix 3
Sample Map
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Appendix 4
Date Name Streets covered
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What proportion/% of doors were answered What issues were commonly raised?
Best/worst experiences
Please return to David Spratt, 23 Willowbank Rd, North Fitzroy 3068. 0417070099
Appendix 5
MEDIA RELEASE 1
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Media Release: 85% of Newtown residents say government needs to do more on climate
June72010 MembersandsupportersofClimateActionNewtownfannedoutacrossNewtownonworldenvironment daylastSaturdaydoorknockingthecommunitytoputclimatechangebackontheagendaintheleadupto thefederalelection. InnercityseatslikeGrayndlerarenowmarginalLaborGreenandthesittingmembersandcandidatesknow thattheclimatevotecandeterminetheoutcomeonelectionday. TheFederalgovernmenthaswalkedawayfromwhatRuddhimselfdeclaredasthegreatestmoralissueof ourtimeclimatechangerecentlydumpingthecarbontradingschemeandofferingverylittleinits place",memberofClimateActionNewtownanddoorknockingorganiser,LydiaAndrewssaid. Thedoorknockingteamof15visitedmorethan500householdsintheGrayndlerelectorate.Over100 residentsweresurveyedaboutrenewableenergyandclimatechangeandaskedtoexpresstheirconcerns totheirlocalcandidatesoncameraforashortvoxpopyoutube.compiece. 85%ofresidents,withouthesitation,saidthattheRuddGovernmentisnotdoingenoughtotackle climatechangesaidLydiaand92%ofpeoplebelievethegovernmentshouldsignificantlyboost investmentandcreatecleanenergyjobsbydevelopingaplantomoveto100%renewableenergy. Residentsoverwhelminglysaidtheywouldsupportcandidatesintheelectionwhowerecommittedto strongclimateaction.95%ofvotersundecidedabouthowtheywouldvotesaidtheyweremoreormuch morelikelytovoteforacandidatewhocommittedtoapriceoncarbonandinvestmentinrenewable energysaidLydia. ItwasgreattohearsuchcommunitysupportforstrongactionsaidIngridDernee,firsttimedoorknocker. IwasreallynervousaboutknockingonpeoplesdoorsbutthisissuchanimportantissuetomethatIwas willingtoputmynervesbehindme.Iendedupreallyenjoyinglisteningtowhatpeopleinmycommunity think. Iwanttourgeotherresidentstomaketheirvoicesheardintheleaduptothefederalelection,by contactingtheirlocalcandidatesandlettingthemknowwewantrealclimatesolutionssaidIngrid. Anurgenttransitiontorenewableenergyispossible.Allweneednowisourleaderstosharethe communitysvisionforacleanenergyfuture. DoorknockingandletterboxingwilltakeplaceinothersuburbsacrossGrayndlerinthecomingweeks, startingwithAshfieldonSunday4thJuly. FormoreinformationMoiraWilliams0420504411LydiaAndrews0413229660 Surveyresults(fromtotalsampleof110) 85%ofresidentssaidthattheRuddGovernmentisnotdoingenoughtotackleclimatechange 93%ofpeoplebelievethegovernmentshouldsignificantlyboostinvestmentinrenewableenergy andcreatecleanenergyjobs 92%ofpeoplebelievethatAustraliashoulddevelopaplantomoveto100%renewableenergy 75%ofresidentsbelievethatthegovernmentshouldsticktoits2007electioncommitmenttoputa priceoncarbonandmakepolluterspay 75%ofresidentsweremorelikelyormuchmorelikelytovoteforacandidatecommittingtoaprice oncarbonandsignificantinvestmentinrenewableenergy 95%ofswingvoterssaidtheyweremoreormuchmorelikelytovoteforacandidateiftheywere tocommittoapriceoncarbonandsignificantinvestmentinrenewableenergy
Appendix 6
MEDIA RELEASE 2
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Media Release