Deep Canvassing to Counter Disinformation

Introduction

Disinformation thrives on stereotypes, scapegoating and soundbites. Direct conversations with people that go deeper into experiences and feelings have been found to be effective at reducing stigma and discrimination, shifting opinions and actions. 

Deep Canvassing

“Deep canvassing is a voter contact model where canvassers prioritize two things: 

1. Non-judgmentally inviting a voter to open up about their real, conflicted feelings on an issue. 
2. Sharing vulnerably about their own life, and asking curious questions about the voter’s life (especially the experiences that have shaped how they each feel about the issue).

In other words, deep canvassing is about working to create mutual understanding grounded in lived experience, instead of in debate or talking points. When we take this approach,  people’s experience leads them away from prejudice, stigma, or fear, and towards empathy and a willingness to consider progressive solutions.” The New Conversation Initiative

One-to-one conversations have been a key tool of community organising for many years. Deep canvassing builds on the approach by focusing on conflicted feelings and encouraging taking the perspective of others.

It was developed by the Leadership LAB project at the Los Angeles LGBT Center and used in marriage equality and other LGBTIQ rights campaigns.

David Brookman and Joshua Kalla studied deep canvassing in relation to transgender rights. The study found a reduction in prejudice towards transgender people was a result of 10% of the conversations, with the shift in attitude lasting at least three months. 

Setting up a Deep Canvassing Campaign

Deep canvassing isn’t a quick fix approach. To set up a deep canvassing campaign requires: 

• Script development
  A rigorous process of developing a script that volunteer canvassers can use. 
• Testing
  Several rounds of testing of the script are recommended to find something that will be effective when speaking with voters. 
• Training
  Volunteer canvassers need to be trained in the approach, including understanding the script, deep listening skills, sharing their personal stories, emotional intelligence, and identifying opportunities to pivot the conversation. 
• Debriefing
  Taking the time after every canvassing session to effectively debrief canvassers. Debriefs are an opportunity to consolidate skills, process challenges, and continue refining the script. 

Explore Further

To learn more about the approach, see: 

• Deep Canvassing to Shift Hearts, Mind and Votes
  Learn about the success of a deep canvassing approach to rights for undocumented migrants and Medicare for All in Michigan. 
• Changemaker Chat with Adam Barbanel-Fried: Deep Canvassing during the US 2020 Election
  How door to door conversations helped voters interpret the election through the eyes of those they love, a powerful antidote to Trump’s Presidency. 
• Deep Canvassing Scripts and Examples
  Also includes video training and podcasts.
• Deep Canvassing for Climate Toolkit, Neighbours United
• Tools for Canvassing and Door Knocking