European View

, Volume 12, Issue 1, pp 95–101 | Cite as

Reaching the citizens: door-to-door campaigning

Article
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Abstract

When we look at recent election campaigns in Europe or at the presidential elections in the United States, for example, we see that successful campaign concepts are always about voter mobilisation. Although the focus of the political debate in this regard is on the allocation of resources, the use of social media and television budgets, it is actually another question that is essential: how do we reach and target the right people? The answer to this question is as simple as it is old: face-to-face communication and personal conversation. In this respect, political parties based on a strong party structure are at an advantage: they generally possess vast databases full of contacts and further information details. The only challenge is to make good use of these resources.

Keywords

Election campaign Voter mobilisation Data collection Canvassing Door-to-door campaigning Strong party structure 

References

  1. New York Times. (2012). Election 2012: President exit polls. http://elections.nytimes.com/2012/results/president/exit-polls. Accessed 25 March 2013.
  2. Renner, G., & Bonavida, I. (2013). Pröll und das große Klinkenputzen. Die Presse, 15 February. http://diepresse.com/home/politik/noewahl/1345430/Niederoesterreich_Proell-und-das-grosse-Klinkenputzen. Accessed 2 April 2013.
  3. Stewart, M., Bird, J., & Marshall, M. (2012). Brick-by-brick: Building a ground game for 270. Memo on Organizing for Action. 3 November. http://www.barackobama.com/news/entry/brick-by-brick-building-a-ground-game-for-270. Accessed 25 March 2013.

Copyright information

© Centre for European Studies 2013

Authors and Affiliations

  1. 1.ÖVP BundesparteiWienAustria

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