How Labour plans to win on the ground in 2015

Labour's Next Majority - A Constituency Guide - coverAs with their previous Organise! booklet, the Fabian Society’s new constituency campaigning guide, despite taking a very Presidential approach to the role of political candidates (“strategic decision maker, moral arbiter and political athlete”), contains much content that could be in a guide produced by any British political party.

Or rather, any very up-to-date guide produced by another party, because the pamphlet – as you would expect from something with Marcus Roberts‘s name on the cover – is up-to-date with its references to measuring, testing and using the internet.

Its talk of working out your ‘win number’ and then scaling your campaigning activity reminds me of the work I did in the Liberal Democrats quite a few years back coining the term ‘the pool’ based on similar logic. I fear in some parts of the party the Liberal Democrats have since slipped backwards, with a great emphasis on Connect’s 4S target groups without a safety check of whether they are actually big enough to be able to concentrate on and win (and hence┬ánot enough attention being given to how to increase the size of the 4S groups).

One statistic, in particular, caught my eye: Labour’s rule of thumb is that one volunteer┬ácan talk to 6 voters per hour when out canvassing. But don’t take away from the pamphlet just that number; it’s all well worth a read.


UPDATE: Given the result of the 2015 general election, you might reasonably be wondering how well, or not, this guide has aged. I still think it’s well worth a read as there is lots to learn from it. Though of course there’s also a book I’d recommend…

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