Deep Canvassing Method
Deep Canvassing Overview
Deep canvassing is a technique used in community organizing and political campaigning to engage individuals in one-on-one conversations aimed at influencing their attitudes, beliefs, and behaviors. Unlike traditional canvassing, which often involves delivering scripted messages or simply gathering data, deep canvassing focuses on building empathy and understanding through meaningful dialogue.
Here's how deep canvassing typically works:
Identification of Target Population: Campaign organizers identify a target population whose attitudes or behaviors they want to influence. This could be voters in a particular district or individuals with specific beliefs or preferences.
Training of Canvassers: Canvassers undergo extensive training to learn effective communication skills, active listening techniques, and strategies for engaging in empathetic conversations. They are often provided with a set of open-ended questions rather than a script to guide their discussions.
Face-to-Face Conversations: Canvassers engage with individuals in face-to-face conversations, either by going door-to-door or through other community-based interactions. These conversations are designed to be non-confrontational and respectful, allowing for a genuine exchange of ideas.
Building Empathy and Understanding: During the conversation, canvassers aim to build empathy by sharing personal stories, listening actively to the concerns of the individual, and finding common ground. This approach humanizes the issue at hand and encourages individuals to reconsider their perspectives.
Messaging Reinforcement and Follow-Up: Canvassers may also provide information or resources that support the campaign's messaging. Additionally, follow-up interactions may occur to reinforce the messages discussed during the initial conversation.
Deep canvassing has been used to change public opinion on various social and political issues by fostering meaningful connections and challenging preconceived notions. Research suggests that this approach can be more effective than traditional forms of persuasion, as it focuses on building trust and understanding rather than simply delivering information or arguments. By engaging individuals in conversations that appeal to their emotions and values, deep canvassing has the potential to shift attitudes and behaviors over the long term.
Proof It Works
Several studies have been conducted to assess the effectiveness of deep canvassing in changing public opinion on various issues. Here are a few notable examples:
Los Angeles LGBT Center's GOTV Experiment (2016): This study, conducted by the Los Angeles LGBT Center, examined the impact of deep canvassing on attitudes toward transgender individuals. Canvassers engaged in conversations with voters about transgender rights and shared personal stories. The study found that these conversations led to significant and lasting shifts in attitudes toward transgender individuals, with participants exhibiting increased support for transgender rights six months after the interaction.
Conversation Model to Reduce Prejudice and Promote Empathy (2016): Researchers from Stanford University and the University of California, Berkeley, conducted a study to evaluate the effectiveness of a deep canvassing intervention in reducing prejudice toward transgender individuals. The study found that participants who engaged in deep canvassing conversations showed greater reductions in prejudice and increased support for transgender rights compared to those who received a standard education-based intervention.
Minnesota 2020 GOTV Experiment (2017): A study conducted during the 2017 Minneapolis municipal elections evaluated the impact of deep canvassing on voter turnout. Canvassers engaged in conversations with voters about their values and motivations for voting. The study found that deep canvassing significantly increased voter turnout among targeted individuals compared to a control group that did not receive the intervention.
Marriage Equality Campaign (2012): During the campaign for marriage equality in the United States, deep canvassing was employed to engage voters in conversations about same-sex marriage. Studies conducted by researchers from Stanford University and the University of California, Los Angeles, found that deep canvassing led to significant increases in support for marriage equality among voters who were initially opposed to it.
These studies provide evidence that deep canvassing can be an effective strategy for changing public opinion and influencing behaviors on a range of social and political issues. By fostering empathy, building trust, and encouraging dialogue, deep canvassing has the potential to create meaningful and lasting shifts in attitudes and beliefs.
Distinctions from Regular Canvassing
Deep canvassing differs from regular canvassing in several key ways:
Objective:
Regular canvassing often aims to gather data, distribute campaign materials, or persuade voters through scripted messages. It typically focuses on delivering information or convincing individuals to support a particular candidate or issue.
Deep canvassing, on the other hand, aims to engage individuals in meaningful conversations aimed at building empathy, understanding, and trust. Its objective is to foster genuine dialogue, challenge perspectives, and ultimately shift attitudes and behaviors over the long term.
Approach:
Regular canvassing often follows a scripted approach, where canvassers deliver pre-defined messages and collect data based on predetermined questions.
Deep canvassing emphasizes open-ended conversations and active listening. Canvassers are trained to ask probing questions, share personal stories, and genuinely engage with individuals to understand their perspectives and concerns.
Duration:
Regular canvassing interactions tend to be brief and transactional, focusing on delivering a message or collecting information efficiently.
Deep canvassing interactions are typically longer and more in-depth, allowing for a deeper exploration of issues and a greater exchange of ideas.
Outcome:
The outcome of regular canvassing is often measured in terms of immediate results, such as voter identification, persuasion, or data collection.
Deep canvassing aims to achieve longer-term outcomes, such as attitude and behavior change. Its effectiveness may be measured through follow-up studies assessing shifts in attitudes or behaviors over time.
Engagement:
Regular canvassing interactions may be more one-sided, with canvassers delivering messages and individuals responding passively.
Deep canvassing prioritizes two-way engagement, with both canvassers and individuals actively participating in the conversation. It seeks to build a connection and foster mutual understanding between the parties involved.
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