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The Campaign Lab Library is a growing collection of what we’ve built and learned – from AI tools and field-tested guides to research briefings and campaign resources.

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Executive Summary This report details the findings of a Randomized Controlled Trial (RCT) conducted during the Leamington Clarendon local by-election. The study sought to test whether presenting Labour-likely voters with specific, ward-level local issues (such as pothole repairs and planning permissions) would increase voter turnout. Despite a small-scale yet well-executed deployment, the intervention yielded no […]

  • Who's this helpful for: Campaigners
This RCT investigated whether campaign materials attacking incumbents could influence voter turnout. Specifically, we tested whether mailers during the 2024 General Election criticising either local Conservative MPs or the national Conservative government could increase turnout among Labour supporters or decrease turnout among Conservatives. We were also interested in finding out whether messages focused on local MPs would be more effective than those referencing the national government.
  • Who's this helpful for: Campaigners, Members of parliament
We are reaching a point in political campaigning when generic leaflets don’t cut it anymore. In this context, we wanted to test the effectiveness of an alternative style of mailer: handwritten-style postcards. By distributing postcards with local landmarks from candidates, we wanted to see whether a more personal and light-hearted approach can drive turnout.
  • Who's this helpful for: Campaigners, Members of parliament
Campaign Lab’s petition experiment aimed to identify effective communication strategies for mobilising non-electoral political action, specifically focusing on petition signing and peer recruitment. The study tested two core tactics: (1) tailoring email messages based on individual-level data to increase direct participation, and (2) mobilising supporters to recruit others within their social networks. The goal was to assess how personalisation and recruitment framing influence engagement within an already sympathetic audience and to explore ways to strengthen relational campaigning strategies.
  • Who's this helpful for: Campaigners
This experiment investigated whether voter turnout could be influenced by campaign mailers that focused on local versus national issues. The study aimed to assess whether message framing (local vs. national) and geographical proximity to local landmarks or issues would affect participation rates. Researchers hypothesized that (1) receiving any mailer would increase turnout, (2) locally framed messages would be more effective than nationally framed ones, and (3) mailers would have stronger effects among recipients living closer to the issue referenced.
  • Who's this helpful for: Campaigners