Introduction
As the electorate becomes more volatile and long-term partisan attachment weakens, campaigns increasingly encounter voters who do not have firm party loyalties. In this environment, persuasion becomes more important, particularly in areas where elections are decided by relatively small numbers of voters shifting between parties.
The research base for turnout-centred campaigning remains stronger and more robust than the literature on persuasion. Persuasion should therefore be deployed where the strategic case justifies the additional uncertainty. It is not a replacement for mobilisation, but a complement to it. It is most effective in areas where electoral arithmetic cannot deliver victory through turnout alone, where party allegiances are shifting too rapidly for traditional GOTV operations, or where the base vote has already been efficiently organised to the point of diminishing returns.
How Does Persuasion Work?
Research shows that persuasion is rarely achieved through confrontation or the presentation of facts alone. Reform-leaning voters are unlikely to shift positions because they lose an argument. Instead, persuasion tends to occur when trust is built and individuals feel heard. Emotional resonance, shared values, and a sense of common identity are often more powerful than policy detail. Political science research consistently finds that persuasion effects are typically small but can be decisive in close elections.
Identifying Persuadable Residents
The first stage of any persuasion strategy is disciplined targeting. Not all Reform voters are equally open to change. Some are deeply ideological; others are expressing frustration, alienation, or protest. The latter group is far more persuasive.
To identify persuadable Reform voters, the More in Common “Seven Segments” research highlights that not all Reform voters share the same motivations. Campaigns should focus persuasion efforts on groups such as Rooted Patriots or Traditional Conservatives rather than more entrenched segments such as Dissenting Disruptors. Likewise, Hope Not Hate have produced research on different segments of Reform voters and have guidance here on how to target them.
Effective campaigns focus their efforts on soft supporters, issue-driven voters, and residents who express dissatisfaction rather than entrenched anger. Canvass returns, contact history, and local knowledge should be used to triage carefully.
Using your role as a Local Candidate
Research suggests that candidates themselves can play a meaningful role in persuasion when they engage directly with voters. In a field experiment involving online town halls with elected representatives, participants exposed to conversations where politicians acknowledged concerns and explained democratic values became more supportive of democratic institutions and pluralism, with some effects persisting for at least a month. The findings suggest that persuasion is most effective when candidates engage respectfully, address concerns directly, and explain the principles behind political decisions rather than simply presenting policy arguments or trying to win debates.
You can also persuade people by being a visible presence in local online forums and events. If people see you being active and involved in an area they may be more willing to support you. Here’s a short guide to posts you can make in local Facebook Groups to increase your visibility.
Finally, think hard about your endorsements. Research shows that people are more likely to trust information when it comes from sources they perceive as independent and not pushing a political agenda. For campaigners, this means messages are often more persuasive when they are communicated through voices that feel neutral, practical, or rooted in everyday experience rather than overtly political figures. Instead of simply making claims about a policy or project, campaigns should highlight the real-world benefits through trusted messengers such as local workers, residents, or community voices. These kinds of grounded testimonials help audiences connect with the practical impact of a project and increase credibility because the message comes from people who appear to have no obvious political agenda. Here’s an example of what a good endorsement looks like.
Deep Canvassing
Deep canvassing is a canvassing technique that involves longer, less scripted conversations that prioritise listening and emotional connection over advocacy. Evidence from the United States suggests that sustained, empathetic conversations can produce measurable and durable shifts in attitudes and additional studies have demonstrated similar effects in political contexts. Here is a step by step guide on how to peform deep canvassing:
1. Engage
First impressions matter. Introduce yourself and try to establish common ground with positive framing. Simple observations about the area, the weather, or a resident’s garden or pet can help open the conversation.
2. Listen
Taking the time to really listen to the resident is critical. Validate their feelings through verbal cues, acknowledge emotions without judgment, try using short affirmations such as “I hear you”, “That makes sense”. Try to maintain positive body language, keep an open posture, try nodding or showing warm facial expressions. Use active listening and reflect back key points in their own words. A proper deep canvassing conversation should last a minimum of 8-10 minutes.
Even if you disagree with the resident, don’t argue back or try to give them party lines. Instead give them the space to tell you how they really feel. Gentle prompts such as “Can you tell me more about that?” or “What led you to feel that way?” can help encourage more taciturn residents to expand.
3. Connect
Canvassers should try to identify emotional feelings such as economic anxiety, loss of local identity, frustration with institutions and connect through shared experiences. A short, authentic personal story explaining why you care and why you vote the way you do is the most effective response. The objective is to humanise politics and develop trust. It’s important not to focus on securing an instant commitment or behaving transactionally. Don’t get into an argument. Residents who feel corrected or judged are far less likely to reconsider their position. Also even if there is disagreement, leave the conversation well with “even though we disagree, it’s been good to talk to you, thanks for being honest”. People need to feel like they can genuinely express how they are feeling about politics.
Campaign Lab is currently undertaking UK-based research examining the effect of deep canvassing on Reform-leaning voters, please get in touch to find out more.
You can also practice doorknocking using our doorknocking training bot (this is currently configured for Labour doorknocking).
Relational Campaigning
Relational campaigning builds persuasion through trust networks. Although trust in national political institutions has declined significantly in the UK, trust in friends, family, and neighbours remains comparatively high. People are more open to reconsidering their political views when the conversation is initiated by someone they already know.
Recent evidence suggests that supporters of anti-system parties are now more willing to advocate on behalf of their preferred party than supporters of mainstream parties.
Activists often hesitate to have political conversations within their own networks because they anticipate conflict or discomfort. However, research consistently shows that people overestimate how unpleasant these conversations will be. Providing reassurance, structure, and light-touch training can significantly increase activist confidence.
A disciplined relational strategy begins by identifying well-connected volunteers and encouraging them to reflect on which of their friends, family members, or neighbours might be open but uncertain. Conversations should mirror deep canvassing principles: listening first, asking open questions, and sharing personal motivations rather than rehearsed lines.
When activists experience positive conversations, that confidence spreads and encourages further engagement. Where appropriate, newly persuaded residents can be invited to low-barrier community activities or campaign events. Over time, relational persuasion can produce network effects, shifting clusters of voters. A short guide to having these conversation can be found here.
Leveraging Pride in Place
Many Reform voters respond to narratives of decline, neglect, and loss of control. Effective persuasion requires offering an alternative emotional frame rather than simply contesting these narratives.
“Pride in Place” messaging re-anchors politics in visible, tangible local achievement.
Rather than debating national ideology, campaigns can highlight concrete improvements secured locally: investment in high streets, upgraded parks, protected services, or successful community campaigns.
The emotional tone matters. The message is not that decline is imaginary, but that progress is possible and already underway. Our research indicates that place-based persuasion works best when supported by visible proof and credible local messengers. Explore our hyperlocal campaigning pack for more details.
Conclusion
Persuasion works best when supported by strong organisation and infrastructure. Structured conversation logging, careful voter identification, and relational organising tools can all help campaigns target persuasion efforts more effectively.
Follow-up literature should reinforce emotional narratives and shared values rather than rely on dense policy arguments. Short local testimonials or case studies can extend the persuasive effect beyond the initial conversation.
This guide is one of six short briefings designed to help progressive campaigners build effective local campaigns. You can explore the full Winning in May series for more practical guides, tools, and research.