January saw the launch of the Tory campaign. Not only did we get that very 1984 Big Brother-esque poster (or should that be Big Dave?), but also key marginals were flooded with ‘I’m Dave’ literature. For Labour PPCs in these seats it became clear that, not only were we having to deal with the Ashcroft cash, the Midlands Industrial Council and Coleshill, as well as a whole host of individual millionaires, but that the spending limits from January weren’t necessarily going to be too much of a hindrance to the Tory campaign.

But let’s be honest – none of this is new and we should not allow it to deflect us from what will bring us success – at a fraction of the cost. The Tories have always been the party of money and big business. It’s not just their policies that reflect the needs and interests of the privileged few, so why would we be surprised to discover that their ‘friends’ have put together such a huge bankroll?

We just need to remember who we are and where we have come from. We are not just a political party; we are part of a wider Labour movement. From the unions to the Co-operative party, from the socialist groups to the Fabian Society, we are part of a wider collective. This has always been our biggest strength and, to be frank, it has never been more important than it will be over the next four months.

Our solidarity as a movement will be the reason why we win this year. So how do we win the election without matching the £18m the Tories have allocated for the short campaign? And how can we make sure that our broad support base equates to foot soldiers in key marginals and a win for Labour in 2010? The answer to that question for me is: personal contact.

Politics has changed since 1997 and it’s not just because of the appalling expenses scandal. The internet has resulted in a democratisation of information. It has also ensured that the electorate can access political parties and political information in the comfort of their own homes.

People are also wary of perceived ‘spin’ and party political propaganda, so unless there is a reason for – and a relevance to – our communication, then it will ultimately be fruitless and possibly counter-productive. Therefore this election must be the election of direct engagement – there will be no replacement for conversation and discussion, whether face to face, by email, the net or in writing.

There really is nothing as effective as knocking on doors and responding to the concerns of local people. This election is the crucial first step in rebuilding an element of trust between the electorate and politicians and is therefore a once-in-a-generation opportunity for new candidates and active campaigners.

However, we will only get our message right if we know who we are talking to, what they care about and how the Labour party, both locally and nationally, is relevant to their lives.

This election doesn’t have to be about money and in Burton, where I am standing, it won’t be. My opponent may try to buy the election but while he is shopping for votes I’ll be speaking to people – ‘eight days a week’.

Top Tips
– Regular door-knocking sessions, even with just three or four people, will make a difference
– Collect email addresses on the doorstep – there is no cheaper communication
– Set a target for contacts – aim to speak to 150 people per door-knocking session
– Contact your regional party and try and piggyback on their printing arrangements in order to secure a better deal
– Make contact with the local representatives of your unions and socialist societies and ask them for help
– Hold local community meetings – invite people to come and meet you
– Remember to follow up with people. Writing to 500 constituents a week about something you know they care about is more effective then a generic letter to 5,000 homes