Netroots Nation
July 22nd, 2010
Las Vegas, NV
2
What’s Your Hook?
• On message and to the point
• Why should a voter care about your
candidate?
• 27 words - 9 seconds - 3 points (or less)
3
Activity: Write a 27-9-3
Take 5 minutes to write a 27-9-3
statement for your campaign or cause
Jane Smith thinks it’s time to shake things
up. Time to support our schools, clean out
City Hall and bring jobs back to this state.
4
Script Structure: The Connect
5
Script Structure: The Context
Quick statement about why the candidate is running
Remember our 27-9-3!
Used to set up the Ask
6
Script Structure: The Ask
• Every voter contact must include an ask
• Ask for their support, not their vote
• Be direct and to the point
• Have clear instructions on how to code answers
7
Script Structure: The Close
• Where the conversation splits
• Give three clear paths to steer the conversation
8
Four Types of Scripts
1) Volunteer Recruitment
2) Introduction and ID
3) Persuasion
4) GOTV
9
Volunteer Recruitment Scripts
1) Connect
Casual, conversational and their connection to campaign
2) Context
Why are they needed? To do what? Why is it important?
3) Ask
Specific hard ask
4) Close
Yes = Thanks, Catapult, Confirm
Maybe = Sliding ask
No = Thanks, Re-ID
10
ID and Persuasion Scripts
1) Connect
Clearly state campaign name
Connect as community member
2) Context
27-9-3
3) Ask
Can candidate X count on your support in November?
4) Close
Support = Early vote or volunteer
Undecided = Issue ID
Oppose = Thank you and goodbye
11
GOTV Scripts
1) Introduction and connection
Short and to the point
2) Context
This election is close!
Every vote counts
3) Ask
Can we count on your vote today?
When do you plan on voting?
4) Close
Yes = Confirm polling location and time
Undecided = Back to context
Oppose = Thank you and goodbye
13
Some final tips…
• Bold the important lines
14
Your Turn
15
DFA Training Programs
DFA Night School returns in August
with new episodes and a new
platform:
www.democracyforamerica.com/nightschool
16