In order to do that our policies have to be built on the fundamental principle of why people joined the party. Yes, all parties are a coalition of ideas, but they should be a coalition of shade, not of different colours. Grassroots campaigning is in many ways the key to an election victory, the party needs to make sure that those vital people who go out day after day, in wind, rain and snow are not forgotten about and that we plan how to best utilise their willingness, skills and abilities.
Having been on the front line of a general election campaign in a highly fought and marginal seat, I have experienced many of the highs and the lows, the good points and the hindrances. There were many high points, there was a great feeling of comradeship among the volunteers that we were together, fighting for a common endeavour. That we were each making our own personal contribution to the party as whole, the party in which we believe. I recall knocking on a door on a cold, wet February afternoon and speaking to a family of five. It was on an estate in a low turnout area; they did not intend to vote. With my companion we convinced this family of Labour supporters to turn out and vote on polling day. This is what grassroots campaigning is about.
However, if we are going to get people out there achieving these results they need to be fully informed, and prepared, to present our policies knowledgeably and clearly to the people they meet. We owe it to our frontline volunteers that they go out onto the doorstep as professional and well informed members of the party. This doorstep role is not for everyone, but there are many other ways that our volunteers can make valued contributions to the campaign. We need to be more professional in our management of volunteers, we need to consider their individuals skills and abilities. There are many volunteers out there that are professional publishers, that have advanced IT skills or bring other specific talents with them. We must match our opponents in recognising and using those abilities. Grassroots campaigning is as much about how you organise your volunteers into an effective team, as it is about encouraging more people to come in through the committee room door.
During the general election the party centrally set voter ID targets; this is all well and good and it is important to have a goal to work towards. But contacting the electorate should be more about the quality of the contacts made than the quantity. The volunteers that go out there on the doorstep should be well informed. They should be fully able to complete a canvassing sheet, know what question to ask, be aware of the local issues and be capable of answering specific questions. It is better that we go out and persuade 100 people to vote Labour, than to go out and find 500 people who are against.
If our party is to move on and be successful in future council and general elections we need to look beyond the new leadership contest. We need to look at the grassroots campaigners and how best to support, organise and utilise them. If we can master this, then we have taken an important step forward.