Grey To Green - An Advanced Canvassing Strategy Based On The Analysis Of The Use Of Door-To-Door Canvassing in Campaigns Of The German Green Party
Open AccessUsing empirical data this thesis assesses the potential of door-to-door canvassing to serve as a tactic in German campaigns. Specifically, the feasibility of canvassing operations conducted by the German Green Party in larger cities is being looked at. Three findings serve as the pillar of information required to find an answer to this question. These are the quantitative results of a field experiment in Berlin from 2011, the findings of subsequent interviews with participants, and an online survey among party members. There is no empirical evidence suggesting that door-to-door canvassing is not welcomed by German voters. Reactions by a majority of voters were either neutral or positive, and only a minority was not welcoming to the canvassing efforts. This is surprising given the lack of targeting that did not allow canvassers to distinguish between likely and unlikely supporters of the Green Party. While most volunteers seemed skeptical in the beginning, they put away their inhibitions after a short time of canvassing. They perceived canvassing as more motivating than handing out info-material at street stands, and they enjoyed the authenticity of unfiltered conversations. The thesis also looks at door-to-door canvassing operations in the U.S. and describes the reasons of their success or failure. This begins with understanding why canvassing is a more effective way to increase voter turnout than other methods of approaching citizens. The importance of developing an organizational framework is also explained. Without flawless planning, door-to-door canvassing can easily become a chaotic endeavor. Unclear structures also inevitably lead to inefficiency and will likely have a negative impact on the motivation of volunteers. In addition, the preparation of inexperienced volunteers needs to be dealt with to assure the quality of voter contact. Especially older party members feel strong inhibitions when they are supposed to talk to strangers. This is an issue that can and should be addressed during conversations and training taking place prior to the actual operation. Combining the findings of the two previous sections, the thesis then concerns itself with the question of possible inroads toward the successful implementation of the aforementioned strategy. In order to successfully grow the Green Party's electoral success, what elements of U.S. canvassing operations can be integrated into similar attempts by Germany's Green Party? More importantly, the limits of adaptation are described as to be mainly within the party's financial resources and the number of willing volunteers. While it is expected that volunteers' inhibitions are likely malleable, a less optimistic outlook seems appropriate concerning the resources needed to develop a sophisticated organizational framework that can serve as a backbone to a meaningful, nationwide door-to-door canvassing operation. Finally the thesis builds on the information collected and the analysis conducted in the prior parts of the thesis. It lays out a comprehensive grassroots plan to be implemented in future urban campaigns by the German Green Party. The three key pillars of this plan are a strong network of volunteers, a newly developed targeting capacity, and a strong focus on a small number of flagship projects.
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