We chose deliberately not to discuss the biggest debate in Scotland’s recent history. We did want to take a view after it about notable tactics and one we’ve noticed as standout is activating volunteers.
There is absolutely no doubt that the ‘Yes’ campaign did an excellent job in rounding up and motivating volunteers to help the campaign, from knocking on doors to writing their newsletters. And naturally now-a-days, everyone took to social media.
It just shows you the momentum campaigns can build with the right people behind it – passionate people. People who buy into the cause and who naturally want to get involved.
Unfortunately I don’t think Better Together really had captured imaginations quickly enough. It was maybe a bit more classy, but classy doesn’t always win votes! Both Westminster with its pledge and Gordon Brown giving ‘the speech of his life’ were too little, too late. It didn’t stop No from winning though! I heard of no door-to-door campaigns (possibly as I was working, but then there’s a trick missed!), a neighbour said they had to find and ask for a badge and a sticker for their window and they weren’t as visible a campaign.
This is a great example for organisations, businesses and brands – yours might not be as big a subject as Scottish independence but the value of engaging and activating the volunteer sector and natural supporters isn’t used enough. You cannot buy this type of influence and you cannot buy the end result. Audience engagement needs to be driven by passion, relevance and a vision of the end goal.