It could make the difference in 2020 — and unwind the vicious polarization in America
If those numbers seem small, bear in mind that Broockman and Kalla in a 2018 study found that the most common persuasion tactics used by partisan general election campaigns had an measurable effect of less than 1 percent and, in some cases, practically zero. Going by their research, deep canvassing by phone islike TV and radio advertising, direct mail, and brief door-to-door canvassing or phone banking.
The notion of deep canvassing emerged out of the decades-long battle for marriage equality, and has since been applied to a host of causes, from transgender rights and universal health care to undocumented immigration and criminal justice reform. But this latest experiment is the first of its kind to study deep canvassing in an electoral setting.
Goehl says he and his state-based allies have a goal to make 350,000 phone calls between now and Election Day, with a focus on independent women voters, who showed the most movement in this most recent experiment. “Those movement rates are so strong and the data bears it out,” he says. “This is an every-vote-counts election, so everything we can do to help we’re going to do.”
Deep canvassing, Kalla adds, is one such innovation, and while these kinds of compassionate conversations were originally meant to happen in person, this new data shows that deep canvassing can still move the needle even when done over phone during a public-health crisis.
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