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Warming Up the Cold Call:

Scripting Your Success

Netroots Nation
July 22nd, 2010
Las Vegas, NV

Paid for by Democracy for America, www.democracyforamerica.com, and not


authorized by any candidate or candidate’s committee.
Good Scripts = Quality Control

• Keeps volunteers on message


• Builds confidence
• Ensures accurate data is collected

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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)

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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.

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Script Structure: The Connect

• The rest of the script won’t matter if they hang up!


• Why are they getting a call?
• Don’t give them an easy out!

Hi may I speak to <VOTER’S FIRST NAME>?


This is <YOUR FULL NAME> and I’m a volunteer with the
John Smith for Congress campaign. We’re calling voters
in your neighborhood about our ideas to bring jobs to
Nevada. Have you been following the race at all?

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Script Structure: The Context
Quick statement about why the candidate is running
Remember our 27-9-3!
Used to set up the Ask

John Smith is running to bring jobs to


Nevada, fight for real immigration reform and
stop Yucca Mountain.

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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

Can <CANDIDATE’S NAME> count on


your support?

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Script Structure: The Close
• Where the conversation splits
• Give three clear paths to steer the conversation

If Yes: Fantastic. It will take people power to defeat our


opponent and his corporate backers. Will you come
volunteer?
If No: Ok thanks for your time. Goodbye.
If Maybe: It’s time for change in Nevada. Please visit our
website at www.johnsmith.com to find out more. I hope
we can earn your vote in November.

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Four Types of Scripts

1) Volunteer Recruitment
2) Introduction and ID
3) Persuasion
4) GOTV

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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

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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

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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
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Some final tips…
• Bold the important lines

• Make it big and readable


• Keep it to one page
• Include clear coding instructions
• Test it yourself first
• A script is NOT a substitute for training!

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Your Turn

• Pick a script type and draft your own


• Use your 27-9-3!
• Share it with the group and get some
feedback

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DFA Training Programs
DFA Night School returns in August
with new episodes and a new
platform:

www.democracyforamerica.com/nightschool

Apply to host a DFA Campaign Academy in 2011:


www.democracyforamerica.com/trainingrequest

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