Yesterday’s New Zealand local government elections were great for Labour right around the country.
As well as many council and local board successes, the mayors of Auckland, Christchurch, Wellington, Whanganui and Rotorua are now all Labour members. This means that 49% of the New Zealand population has a Labour mayor – which is very impressive.
In Wellington, Labour did particularly well. Not only did they retain the Lambton Ward council seat vacated by Mark Peck’s retirement, but they gained a seat in the Northern Ward with Peter Gilberd. And of course, Wellington has it’s first Labour mayor in 24 years in Justin Lester.
Lester’s campaign defied expectations and won with an impressive majority of almost 7,000 votes.
How did Labour get over the line? Highly targeted field work, and a lot of it. It’s not a new concept, but one that has just seen it’s best ever New Zealand execution. It’s a model that has seen extensive use in Australia in recent years (Victoria 2014, Federal 2016 and NT 2016 in particular) and has now proven it’s worth many times over. Sydney University’s Stephen Mills has written an excellent summary of the use of field campaigning in Australia in 2016 – check it out.
Firstly, Wellington Labour recruited an army of over 250 volunteers to knock on doors and make phone calls. Around 40% of the volunteers weren’t party members – they were regular Wellingtonians that were mobalised into action instead of rusted on branch members who would prefer to spend their time debating policy remits. From what I’m told almost all of the campaign’s regular canvassers had never taken political action like this before.
This small army, plus Labour’s candidates themselves, had over 60,000 personal conversations with voters during the campaign (these are phone calls or door knocks, just meeting someone at a street stall at a market doesn’t count)
Justin Lester personally spoke to 14% of the people who voted (the campaigns are given lists of people who have and haven’t voted, very useful to try and encourage people to vote who haven’t yet done so). Think about that for a second. If you voted in the Wellington City Council election, there was a 14% chance that the Labour candidate spoke to you – either over the phone or on your door step – that’s impressive.
And while the campaign went on for months, 10,000 of Labour’s 60,000 voter contacts were made in the last two weeks – when undecided voters were making up their minds and people finally got around to voting.
No doubt more analysis will be done of the results (particularly once the special votes are counted and included), but from the result one thing is clear: people power made a huge difference in the Wellington City Council election.
Labour’s newly created Community Action Network has 250 trained recruits who know how to talk to voters and make persuasive conversations.
This is how you win.