Like many Labour supporters, MPs, peers and union activists, I spent time last week campaigning in the rain and all-consuming fog that shrouded the constituency on election day.

Clearly, despite May’s battering, the Labour party has lost none of its campaigning zeal. The huge number of volunteers was impressive, the organisation was excellent and the commitment from all involved was genuinely inspiring.

The campaign managed to mobilise the electorate enough for a sizeable number to turn out in appalling conditions, it tapped into the voters’ concerns about the impact of the coalition’s cuts, especially to policing, and motivated those disappointed by the Lib Dems’ broken pledges.

The use of posters declaring ‘I’m voting Labour on Thursday – No more leaflets thanks!’ was inventive, and doorstep calling cards that asked for supporters to commit to a time when they would vote appeared effective. People were mildly amused by the idea and in the process they thought about when they would vote and accepted the reminder card.

On the downside there was little evidence of positive messaging. The electorate was not asked to give a positive vote for Labour. While this tactic works well in by-elections it is unlikely to work in the long term. Simple opposition works when the vote is seen as a referendum with few long-term implications. This victory means we should be able to win in Barnsley and, if we need to, win in Leicester – and it bodes well for the Scottish and Welsh campaigns. However, winning a general election is a different ball game altogether.

A stronger positive narrative is needed, one that captures the electorate’s imagination and presents the party, and especially the leadership, as a government in waiting. Labour must offer a view of the economy that moves beyond deficit reduction towards sustainable growth allied with efficient and effective public services. In 2015 the economic and political landscape will look very different and Labour must have an economic position that answers the common doorstep question ‘So what will you do differently?’

There are signs that Ed Miliband and his team are now able to develop a stronger narrative. Rejecting the Tory concept of the ‘big society’ with its over-reliance on free labour, in favour of our own ‘good society’ where local public institutions are valued and supported is a good start – but we need to go further. Public services are the cornerstone of our society and deliver enormous value to each and every citizen, be that libraries, the arts, police or social services – and a Labour vision of the ‘good society’ must reflect that these services require professional staff and are not sustainable if delivered by a limited number of volunteers. Amateur dramatics may be fun to be involved in, and fun to watch, but it is not the same quality of experience as thought-provoking, professional theatre or dance. Well-meaning, honest, decent individuals can offer a much-needed helping hand to someone in need but that is not the same as the services delivered day in and day out by professionals working with at risk children or vulnerable adults.

‘Old and Sad’ has given Labour a well deserved boost, as have recent polling figures. The battle for the hearts and minds ahead of the next general election is well and truly under way and Labour are in the game, but securing victory still requires hard work, campaigning zeal and plenty of thinking.

Photo: Mike Coghlan