Convincing a voter to support your political party or cause is not an easy job. Imagine doing that over the phone!
It gets far more complex. No matter how skilled you may be in the art of persuasion, convincing someone to do something over the phone takes a level of skill which typically takes training and/or lots of practice.
However, there are some things that can be done to make it simpler to maintain their audience and have a meaningful conversation ( and hopefully garner their support ).
For instance, one study has shown that the type of script being used influences the level of responsiveness of the people being called. The following is a closer look at the ways in which the chosen script can help or hurt results.
Types of Scripts for Phone Banking
For those who are yet unfamiliar, you have several options to choose from when trying to find a script to garner support for yourself or some other political leader; the three most common types of scripts used are:
A standard script is a one that has the agent engage in a conversational back-and-forth with the voter only once during the call.Sample Standard Script
An interactive script is one that engages more than twice conversationally with the voter.Sample Interactive Script
Interactive Script with a Call to Action
An interactive script with a Call to Action is an interactive script that also has an ask included, for eg: request for mobilizing neighbors.Sample Interactive Script with CTA
Simply put, interactive scripts are scripts which guide the volunteer to interact with the voter they’re calling rather than simply calling them and reading them a campaign speech. While a standard script is something you read without taking breaks to get a response from the person you are calling, an interactive script leaves many opportunities for you to allow the person to respond and share their thoughts while you are reading the script.
While each type of script certainly has its place, standard and interactive with the call-to-action have been deemed the most inferior of the trio. This is largely due to the fact that standard scripts are often too generic to elicit the emotional response necessary to compel one to commit to performing a particular action once the call has ended.
On the flip side, interactive scripts with a call-to-action may actually be asking too much, which brings us right back to square one with regards to convincing someone to get out and vote.
We find that people assigned to the interactive GOTV treatment are more likely to turn out, while the effect of the “get your neighbors to vote” script is relatively as weak as that of the standard script. – Get-Out-the-Vote Phone Calls: Does Quality Matter?
By using a simple interactive script, those who participated in the aforementioned study were able to yield a result that was almost 2% higher than the other two methods; with turnouts rates at 63.7% for the interactive scripts as opposed to 62.8% for the other scripts.
This is due to the fact that interactive scripts give the air of being personable, with a human tone, and easy to follow pace since the responses are based on each person’s unique responses to the interactive script. And rather than requesting something off-putting such as having them talk to their neighbors, it simply ends the call by requesting that the person stays true to their responses and goes out and votes for the person they deem most qualified.
Overall, the confirms the importance of the quality of phone calls made for GOTV. An interactive, conversational interactive script is the best way to not only peak interest but to also convince the person to comply with your requests.
This doesn’t mean that content of message does not play a role. It can still be a critical element to boost voter turnout when it is designed to be focused and appeal to the recipients’ hearts and minds (e.g., ethnic or racial appeals to low-propensity minority voters).Tags: Calling Scripts, Phone Banking