During the campaign, there are many activities. Volunteers walk around neighborhoods, knock on doors, talk to people, and make phone calls. Sometimes, we drop off literature or use paid advertisements. All these activities aim to encourage people to vote for our candidate. Campaigns identify voter groups and deliver tailored messages, encouraging them to support our candidate. Let’s see what the campaign usually does for different groups of people based on how positive they feel about the candidate.
Convinced Supporters of Your Candidate
These are people just like you, enthusiastic about your candidate and most likely to vote for them. However, life can get in the way. Even strong supporters might forget about election day, especially if they’re busy.
To make sure they vote, encourage them to go to the advance polls, ideally on the first day rather than the last. If they face any challenges voting, offer help.
They are also great candidates to become volunteers. Even if they’re eager to help the campaign, they might not know how or where to start. Giving them information and getting them involved can make a big difference.
Casual Supporters of Your Candidate
These individuals have a generally positive impression of the candidate or party. If your candidate is an incumbent, they might remember something they appreciated about their time as MP.
However, these people don’t necessarily need to know all about the party. If it’s a new candidate, they might not know the candidate’s name or profile. It’s important to provide them with clear, motivating information that will nudge them to vote for your candidate.
For this group, it’s also important to ensure they actually show up to vote. Compared to strong supporters, they’re more likely to skip voting if something else comes up on election day.
Undecided Voters
People in this group fall along a wide spectrum. Some have a mildly positive impression of your candidate but aren’t sure if they’ll vote for them. Others may feel the same about another party. Some haven’t decided at all, or believe politics doesn’t matter.
The goal here is to understand what matters to them and share helpful, relevant information. Engaging with this group takes more time and effort.
Still, in key battleground ridings, undecided voters can decide the outcome, making this group extremely important, even if more challenging to engage.
Sometimes, people in this group make decisions based more on the sense that a candidate is gaining support than on detailed policy positions. The things that trigger them to think one candidate is more successful than others include seeing many signs on the street, seeing many canvassers in the street, or the mood of the campaign office if they visit. Also, these people are often influenced by the media. Because of this, having a budget for advertising becomes very important for the campaign.
Casual Supporters of Other Candidates
For this group, strategy becomes key. Just as your supporters have reasons for their choice, so do others. These reasons often fall into patterns based on current events or the community’s makeup.
The goal isn’t necessarily to make them change parties forever, but to consider voting for your candidate this time, sometimes through a “strategic vote”, for example, choosing a non-preferred party to prevent another party from winning.
When needed, campaign staff analyse these patterns and create strategies to approach these voters effectively.
Convinced Supporters of Other Candidates
Think of a house with a big lawn sign for another candidate; this group is likely deeply committed. Changing their minds is often difficult.
But don’t jump to conclusions. People in the same household don’t always vote the same way. And even within the same household where all of them support the same candidate, support levels can vary. That’s why campaigns aim to see each individual voter, not just each door.
Sidetrack
Don’t Over-Rely on Signs: A Campaign Horror Story
Lawn signs are not always reliable indicators. Sometimes, signs are placed without the homeowner’s permission. While not acceptable, this does happen in some campaigns.
Who Should We Focus On?
As you move down the list, voters become harder to persuade and require more effort. So, who should we prioritize?
- It depends on the campaign’s goals and the riding’s competitiveness.
- In strongholds, the goal may be to mobilize supporters, making sure they vote.
In competitive or swing ridings, it may also be necessary to persuade undecided voters or even some casual supporters of other candidates.
Number of Ridings by Victory Margin Range in 2025 Federal Election
| Victory Margin Range (%) | Number of ridings |
|---|---|
| <5% | 58 |
| 5% - 10% | 63 |
| 10% - 15% | 48 |
| 15% - 20% | 37 |
| 20% - 25% | 28 |
| 25% - 30% | 30 |
| >30% | 79 |
Ultimately, the campaign manager decides the strategy. If you’re unsure where to focus your efforts, ask the campaign staff; they’ll guide you based on the current priorities. Campaign priorities can shift over time for various reasons, so it’s important to check during each briefing what the focus is for your shift.
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Key Takeaways from This Topic
How do campaigns approach strong supporters?
Campaigns remind strong supporters to vote, especially early at advance polls. They may also encourage them to volunteer or help others vote.
What’s the goal with casual supporters?
Campaigns give casual supporters simple, motivating information about the candidate to ensure they follow through on voting.
Why are undecided voters important?
Undecided voters can determine the outcome in close races. Campaigns invest time to understand their concerns and provide relevant information to win their support.
Do campaigns try to win over supporters of other parties?
Yes, especially casual supporters of other candidates. Campaigns may offer strategic reasons to vote differently in this election without expecting a permanent switch.
Do lawn signs show how people will vote?
Yes, but not always. While it’s not allowed, signs are sometimes placed without the property owner’s permission.
How do campaigns decide which voters to focus on?
It depends on the riding. In safe seats, the focus is on getting supporters to vote. In swing ridings, persuasion efforts target undecided or lightly opposed voters.
What should volunteers do if they’re unsure who to focus on?
Ask campaign staff at the start of each shift. Strategies can change during a campaign, so always check the latest priorities.