ACORN DOORKNOCKING BASICS

8/9/2019 ACORN DOORKNOCKING BASICS

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ACORNAssociation of Community Organizations for Reform Now

DOORKNOCKING BASICS

Some of the roles of an organizer are:

To help people steer their anger toward the system into collective action To recruit new members for the organizations greater political power To give people a sense of their own power To listen to their stories To raise the expectations of what people should feel they should get To paint a clear picture of who the enemy is To organize to hold corporations and the government accountable to low & moderate income people

To bring in extra revenue to the organization To plant the seed for further social justice To identify members with leadership potential

Overview

Doorknocking is a give-and-take process of:Listening : the kids dont have any place to play may mean the issue is that there is no park inthe neighborhood),Persuading : Of course, one person alone cant fight City Hall, but if we have a group

Asking : Will you join? Will you come to the meeting? Who do you know that would beinterested in joining, too?

There is a lot to accomplish in those few minutes at the door and inside the house.

Behind every door is a stranger who probably has never had any personal contact with an organization.For that brief period of time, the organizer is the organization . The impression we want to leaveis one of an effective, democratic group not made up of strangers, but of their neighbors.

Enthusiasm is infectious; the more you convey it, the more likely you are to get it back. The power of suggestion is great, as well. You want to keep the conversation moving along and gaining positive

momentum. One important way to do this is to ask questions and make statements that elicit positiveresponses . For instance, rather than ask if theyve heard of ACORN, which often gets a negativeresponse, you can say, Youve probably seen on television or read in the paper about the work ACORNhas been doing to get vacant lots cleaned up, or A lot of your neighbors have joined the organizationto fight to get the parks cleaned up.

The more agreement you create in the conversation about issues the community needs to organizearound and do something about and the need for everyone to join in, the greater the chance that theindividual with whom you are speaking will be willing to assume responsibility for taking action him or herself and joining up. The rap is structured to elicit a series of positive answers to basic questions


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about what ACORN is doing and why they should get involved. People should be nodding their headsthe whole way through, agreeing, and adding their own concerns and issues. The rap is designed to getpeople to talk themselves into joining a multi-issue, multi-racial organization intheir own neighborhood that is fighting for social and economic justice.

Every day we doorknock for at least three hours for new members, and it is easiest for people to join onthe bank draft. In that time an organizer should knock on 40-50 doors, get inside at least 8homes, and sign up at least 2 members .

Structure of the Doorknocking Rap

We doorknock to:1. Find good issues2. Find angry and concerned people3. Sign up new members

Rap is short for rapport. The rap is a guideline for a conversation that is structured to get a persontalking and get them involved.

The rap has 5 parts:

1. INTRODUCTION: GET IN THE DOOR

Introduce yourself and tell the person at the door what ACORN is. If the person doesnt trust youenough to let you in the door, they wont join up, so let them know you are here to talk aboutneighborhood issues and ask them if they are concerned about them.

To maximize your chances of getting in:Speak clearlyBe brief and conciseMaintain good eye contactUse and issue

Example: Hi, my name is Sarah. Im an organizer with ACORN, the group here in the neighborhoodthat is fighting to get the vacant lots cleaned up. Is that something you want? Good. I need to come inan talk with you about this.

2. IDENTIFY THE ISSUES: ASK OPEN-ENDED QUESTIONS

The point here is to GET THEM TALKING.

Sample questions: How long have you lived in the neighborhood? Have you seen many changes? How long has that been a problem? What other problems does it create?


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Really listen to what they are saying and try and imagine how you would feel in their situation. If your children had only one place to play and it was in the middle of a street with speeding cars, would you beworried?

This section is the bulk of the rap, about 10 minutes.

3. POLARIZE: DIRECT THEIR ANGER AT A TARGET

This is where you politicize the issue. As Saul Alinsky wrote, it is every organizers duty to rub rawthe sores of discontent. Questions can include:

Dont you think you pay enough taxes to get the lot cleaned?Does the mayor have vacant lots in his/her neighborhood?Why do you think they dont care about this problem?Would rich folks put up with this in their neighborhood?Whats it gonna take to get the city to treat you with the dignity and respect you deserve?

4. SOLUTION: ASK WHAT THEY THINK SHOULD BE DONE ABOUT IT

We dont have to have answers to all the problems in the neighborhoodjust ask them what they think should be done about it! This is our opportunity to begin to build a vision of what they andtheir neighbors can do if they get involved and take action fight for the solutionthey just told you about. Stress that folks are concerned and they are joining up, and that thegroup is about action. You can tell them how ACORN won on other issue or show them press clippings.If you use some clippings, make sure theyre eyes stay with you and not with the clipping. Tell them

briefly about it, but stick to their issue and the solution.

5. MEMBERSHIP: SIGN THEM UP

Ask three positive questions:Do you want to take care of the problem?Do you think if we had a group we could take care of the problem?Do you want to be a part of the group that is working to take care of the problem?

If they answer yes, then explain what the dues are$10-$30 a month. Explain what the dues are usedforflyers, monthly meetings, rent, phones, renting buses to take the members to actions, etc. Tell themour members pay their dues through their bank accounts, and that its whatever they are comfortablechipping in: some members pay $20 a month, some pay more, some pay less. Hand them the card, look them in the eye, point out on the card where they should fill it out, and then BE QUIET . Resist thetemptation to keep talking. Get a voided check or deposit slip to verify the account number. If theydont have a checking or savings account get the dues in cash. If they hesitate, ask them if they want tosee their issue addressed, remind them its whatever they would like to pay and it works if everyone

participates.

After they have joined, ask for names and numbers of neighbors who might be interested in joining. If they give you one, ask if theyd have a minute to go over to that house with you and speak with that

person. Tell them we will call them about a meeting and someone will be back to visit soon. Get themto commit to a task to help make the group grow, such as doorknocking with you, making phone calls,distributing flyers, petitioning, etc.


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Troubleshooting

If the person says they:

Dont have a checking account or $120.Remind them of what they said about the problems and let them know people are organizing now andthat today is the day that we are on their block and signing people up. If they are still non-committal,see the section below on the Ask Three Times Strategy for more advice.

Have to think about it.Generally, this is in indication that you did not listen well enough, you forgot to polarize them, or youdidnt build a vision using their issue and their solution. Remind them of all the positive things theyalready said. You can also show them some news clippings or tell them about ACORN actions onsimilar issues that we won because people like them cared enough to get involved.

Are too busy to talk.Respond that people are forming a neighborhood group right now to fight about and ask them if they are concerned about that. If their answer is

positive, tell them today is the day were coming down their block and it will just take a couple of minutes.

Dont have enough time to get involved.Let them know that people participate in different ways and not everyone can come all of the time, butwhat matters most is that everyone join. If they cant come to a meeting then maybe they can make

phone calls or flyer their block. And if they cant do that, at least they know their dues are going tosupport the organization that is fighting for their issue and that the politicians and other targets know thathundreds of families have joined as members because they care.

Theyve tried to organize before but it didnt work.Ask what they did and explain how what ACORN does is differentwe persist, use direct action tactics,are a large and respected organization already, etc. Show them some clippings or tell them about asuccessful ACORN action.

The key in all of these situations is to respond positively to their hesitance or doubt . Their questions, skepticism, and concern make sense. Work with them to answer their questions andovercome their reservations. Remember that membership is about building power throughtheir participation, not about money . The more you stress about how everyone is excited aboutgetting together and taking action, and that this is their opportunity to make a difference, the less timeand effort you will have to spend negotiating whether or not they can afford to join.

Basic Skills


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Pen Control:

Do not let the person fill out the membership card until they understand that we are a dues-payingorganization. Make sure they understand the bank draft, too.

Maximizing:

When you are doing a visit, maximize their contribution. Start with the bank draft for membership.People who believe in the idea of organizing to build power and have communicated support want to

join. A strong potential member will not tell you to go away simply because you have asked for money.They will join because you have explained a need to do so. If you have communicated a sense of urgency to them, bank account numbers and money will not be an issue. If they do not opt to join on a

bank draft, ask for $120 and work your way down ($60 for 6 months, $40 for 4 months) from there, onlyafter they refute each request. Dont take $10 cash, or that is all you will get.

Tone of Voice:

Work on inflection of important parts of your rap to keep from sounding monotone. Also, dont end astatement in a high toneit sounds like a question and makes you sound less confident. If you arehaving a problem with this, add the words damn it! in your mind to the end of every sentence to getthe right inflection.

Mirroring Language:

If the person you are talking to appears to be less informed about political processes, avoid words like

legislative and details like what person in what city department is responsible for what. Use wordsand phrases in your rap that are short, clear, and to the point (i.e. What if we marched into the mayorsoffice with 50 people and signs and a bullhorn and demanded money to fix up the recreation center?)

Positive Language:

Use positive words like winning instead of trying will make you sound more confident. In themembership part of your rap, use phrases such as, People join on the bank draft instead of If youdlike to join. People will be more likely to join when you communicate confidence.

Assume Support:

Every time you approach a door, regardless of what you see on the outside, envision a friendly personwho likes the idea of organizing to solve neighborhood problems! Even if your last encounter was notsuccessful, if you keep going at a steady pace you will find the person that is waiting to join anorganization to fight for improvements in their community. And, if the person lets you in, you knowtheyre interested in what you have to say, SO SAY IT WITH CONFIDENCE AND GET THOSEMEMBERS!

Attitude and Perspective:


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Handling Other Concerns

CONCERN SOLUTIONThe television is on and they are looking at itinstead of you.

Ask them to turn it down or off.

The person is silent. Ask questions that require more than a yes or noanswer.

The person feels uncomfortable or embarrassed. Remind them that you really want to know his or her opinion.

You need to go to the bathroom. Ask.You feel uncomfortable. Leave.They go off about a personal concern. Acknowledge their concern, ask them about

neighborhood issues.

Dos and Donts

DO DONTIntroduce yourself, ask to come inside, and stick toyour rap.

Get off track, be rude, or show your frustration.

Give every person an opportunity to join. Mention an upcoming meeting before asking for amembership. If you do, it is too easy for them tosay theyll come to a meeting and then decide.

Sit down, relax, and get right out when business isover.

Spend more than 15 minutes with anyone. If theyre not picking up on issues, appear disinterested, refuse to join, etc., dont waste your time. If theyve joined, get out there and sign uptheir neighbor!

Focus on their role as a member. Focus on your role as an organizer.Keep your goals and standards in mind and shootfor them as a minimum.

Expect everyone to join.

Keep it simple and within the persons experience. Use big words or swamp them with bureaucraticdetails that will alienate them.

Get people to take some ownership when they join. Make the organization sound smaller than it is.

Go home with at least one member. Leave the neighborhood without a member!

Positive Language and Bullets

The most successful organizers have a short, simple rap that uses positive, assertive language. Choosewords that sound confident, and use active rather than passive voice to inspire others.


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By keeping your answers to to questions short and straightforward, you can be more effective andassume support. These bullet responses are easy to remember. Here are some examples to help youfind better ways to answer most coming questions:

WIMPY POSITIVEWere trying to get members to join our organization.

Folks are joining ACORN to solve local problems.

Were talking to people about problems with your landlord.

Youre neighbors are getting together to fight for repairs in the building.

Would you be interested in talking to me? Can I come in?

Were looking for $10 per month for membership,if you think you can do it.

Our members pay dues. Dues are paid through achecking or savings account. The dues arewhatever you would like to pay; some members pay$20 a month, some pay more, some pay less.

Were asking the city to improve the streets aroundhere.

Were demanding better streets.

Do you think youd like to maybe be a member of ACORN?

Do you want to be a part of this?

Examples of bullets:

We need money to organize and fight the city, thats why our members pay dues. The more members we have, the more power we have to win in our fight. No problem, most members do the bank draft because the first $10 doesnt come out for 45 days,

but your membership starts today. So, do you want to do start your membership now?

STATEMENT BULLETNows not a good time for me. It will only take a few minutes. Can I come in?

Im moving. If the neighborhood was cleaner and safer wouldyou stay?

Im already a member of my block watch. Thats great! Do you think theres a need for larger, neighborhood-wide organization to deal withsome of the bigger problems that affect everybodyin the area?

I need to talk to my wife/husband first. Well, your wife/husband wouldnt be against better schools, would they?I dont have any problems with any of myneighbors.

Is there anything youd like the city to be doingdown here?

Can you come back later? Im only your block today. Can I come in?


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Levels of Agreement

One of the most important goals of organizing is to get the person you are talking to get as involved as possible. The strategy we use to do this is called developing levels of agreement.

It starts with your own attitude, before you get to the door. In addition to using the basic skills, you needto speak to everyone you meet as if you already knew they agree with us that it is necessary for themand their neighbors to organize. Assuming support is critical . Remember that people have issuesin their neighborhoods, but often dont know how to confront them. Their level of support depends onyour ability to build a vision for them of collective action through organizing, and sharing your commitment to make that happen. So as successful organizers we need to speak confidently and assumesupport.

The first level of agreement is when the person lets you inside their house. Ask to come in as if it is thenext natural thing to do in your conversation. When a person lets you in, it lets you know they areinterested in sharing their issues with you and in hearing what you have to say.

After speaking about problems and solutions you can gain another level of agreement to confirm their support. Pause and ask a rhetorical question like, So youre saying if we got a group of people together we could make some changes around here! or That makes sense, right! Be sure to avoid a normalquestioning toneit saps your confidence and the persons confidence that you know what you aretalking about.

When you ask them to join, ask them for the bank draft. Ask them to fill in the bank draft as if you if you expect them to do it without hesitation, and always do it at the end of you rap. It should be the lastword out of your mouth. Then be quietdont say a word until the person speaks first.Give them time to think, or you will undermine all of the levels of agreement you developed throughoutyour rap.

We need not only money to accomplish our goals, we need many members who are ready to come tomeetings and actions and run them, knock on their neighbors doors, make phone calls, pass out flyers,get petitions signed, and more. These are the people that hold politicians, bureaucrats, and corporationsaccountable to low- and moderate-income people.

Finally, make sure and ask your members to help in one of the tasks outlined aboveespecially takingyou to meet a neighbor who is a hot prospect to join the groupand let them know what the nextACORN event coming up in their neighborhood is.

ABC Doors

Maximize your new member recruitment in any turf by categorizing each contact as eith and A, B, or Cdoor.

Each person we contact is an individual, and should be treated as such. However, there are generallythree types of contacts:

A. Fired-up people who want to join


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B. Fence-sitters who support the idea of organizing but are unsure of whether they want to joinC. People who are not interested

A Doors:These fired-up people who want to join are obviously the best type of contact. By using the basicskills we can increase the number of contacts who classify as an A door. A short andsimple rap which is urgent and assumes they want to join will turn someone from a B door to an A door during the rap.

B Doors:

Getting membership from B doors is vital in increasing ACORNs membership base and organizational power. These contacts have issues and agree with the idea of organizing with their neighbors, but theyfeel disempowered. We need to empower them.

Build a vision: Make these people realize that change is possible only if people get involved Urgency: Keep it short and simple and maintain good eye contact when giving responses. Use your

bullets. Dont over justify: The goal is to get them to want to get involved. Over justifying why they should

get involved only makes us look desperate and that is not politically empowering.

C Doors:These people are not interested. Move on!

The Ask Three Times Strategy

The Ask Three Times strategy should be an essential piece in everyones rap. This strategy helps toget people off the of the fence, because the contact is allowed to say no up to three times and still getinvolved. It works because many people will say no at least twice.

How it works:

This strategy works because each time you hear a no you rephrase the question and ask again,assuming support more strongly.

When someone says no: First let them know that you are listening Give them a reason why they need to get involved (let you inside, join, come to the meeting, etc.) Either ask for less of a commitment or give them a more flexible way to get involved

For example:

Organizer: Can I come in?Contact: No, Im really busy right now.Organizer: No problem, it will only take a few minutes. So can I come in?Contact: Sorry, nows just not a good time for me.


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Organizer: Sure, I understand, but Im sure you would like to see some changes inthe neighborhood, so its really important that I talk to you. This will only take afew minutes. Can I come in?Contact: Okay, cmon in.

Or, another example:

Organizer: So, our members pay their dues through the bank. Some pay $20 amonth, some pay more, and some pay less. What can you do?Contact: I dont like to mess with my bank account.Organizer: Yeah, I can understand that. Actually, it works really easy. You just fillthis out, and the money is sent on the 5 th of every monthand it shows up on yourstatement. Our members think it is very convenient.Contact: No, I really dont want to touch my bank account.Organizer: Okay, no problem. So Im sure youd like to see the streets fixed inthe neighborhood, right?Contact: Yes!Organizer: Then theres the $120 option. Thats a year in dues.Contact: I couldnt do it all at once. Maybe after I get paid.Organizer: No problem. You can postdate the check!Contact: No, I couldnt do that.Organizer: Well, I know you want to start your membership today, so you coulddo $60 for 6 months.Contact: Yeah, could you come back at the end of the month?Organizer: Were going up against the city and it takes money to win. How about$30 for 3 months and well start your membership right now.Contact: Okay, I can do that.

As you can see from these examples, these contacts werent disagreeing with the basic issues, just therequest for a commitment. The organizer assumed more and more support as he/she went on, andalways gave good, short reasons for the contact to get involved.

Your theme should be: Look, I know you have issues and agree with us that organizing is the solution,and we want to find a comfortable level for you to get involved because we need members to win.

Tips:

Asking three times helps you be persistent without crossing the line to pushy, and turning people off.Be firm, but flexible.

Really listen to the person with whom you are talking Asking three times lets them know it is a serious issue and organization. When it comes time to pay dues, start with the bank draft, then start with a high amount and work

down. Find an amount they can do as quickly as possible. Dont over-justify, or you will sound like you lack confidence in our organization or yourself.

Using Analysis to Identify and Solve Problems


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Look on your doorknocking sheet. Do you see: 4 hours of doorknocking 10-12 contacts per hour 2 visits per hour 25% of visits become new members at least 50% of new members join on bank draft

Problems SolutionsLess than 10 contacts per hour Pick up your pace, walk faster, or shorten your rap (no more

than 15 minutes in- and out- of the door)

Less than 2 visits per hour Check your intro: Is it short, simple, and clear? Check your eye contact, body language Are you asking to get inside the door 3 times?

Less than 25% join Check your rap: Are you keeping it short and simple (KISS)? Did you follow all of the steps of the rap? Are you maintaining eye contact? Are you actively listening to problems instead of

bulldozing them with solutions? Are you listening for excuses and turning them into

solutions? Are you asking them to join directly? Are you asking them to join 3 times?

Less than 50% join on bank draft Check your rap: Are you pushing the bank draft as the first option for

joining? Are you giving strong, short reasons why they should?

Accurate stats make paperwork and analysis much easier:

Door: Any door you knock on (but dont count your callback doors twice). These tell us aboutyour pace, your KISS, your energy, and enthusiasm.

Contacts: An adult who answers the door is a contact. The number of contacts tell us howfast you are moving and can be useful in setting goals.

Visits: Any adult that you sit down with inside their house. This is influenced by your intro,KISS, eye contact, energy, and enthusiasm. Visits are key in identifying ability to organize.


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New Members: Anyone who either fills out the bank draft or pays at least $20 towardsmembership dues. New members tell how well you are doing and gives an idea of how wellyour rap is working. New members are the goal. Members = Power.

Options in Self-Analysis: How to turn around a bad day

Everyone has a day where doorknocking isnt a good experience. Youre rap isnt working, and peopleare not joining. As a result, you feel less and less excited about organizing, so less people are letting youin their front door and joining the organization. At this point, you must choose between three options:

1. You can decide the whole thing is pointless and give up2. You can try and turn your day around by correcting your problems through skills3. You can think about why you do this, what you get out of it, and then work on

your skills or your attitude, and anything else you need to improve

Option 1You need to decide what kind of work you would rather be doing, and how you will feel about doing it.Or you can figure out how to live without money or become financially independent in a way that isethical and generally satisfying. You may need to change your lifestyle, wardrobe, or haircut for thesechanges. This is the most difficult option because it is the most complex and involves so manyvariables.

Option 2With this option you need to take a break, relax, do some analysis, dig around in your bag of tricks,figure out what you need to change, then change it. Analysis and skills work, so if you remain calm andwork at it, you will correct the situation.

Option 3This option requires more introspection. You need to get some perspective and remember why youwanted to do this in the first place. It probably wasnt the glamour and the high income. You probablywanted to organize working poor people so they could have a voice in the decisions that affect their everyday lives. Your job is to go door to door and build an organization by talking with people about

problems and solutions. Very few people like to be reminded about how unjust the world is or how little power they have as individuals. Your job is to also give them a reason to be hopeful. The more peoplewe reachthe more members we havethe more likely that the changes they want to see will be made.

You might be having a bad day because you want people to be more receptive, or caring, or joining up asmembers. If they all were we probably wouldnt need to organize to fight for socialand economic justice. You feel that you are not getting through to them, or they are all apathetic,or both. However, we need to get through to them.

Remember, this is about perspective. Change can be very slow. On some days it can seem glaciallyslow. Remember that there are plenty of people out there that agree with the idea of organizing, we justneed to reach them. The only time our opposition wins is when we give up.


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At some point, we all have to do this. Remind yourself that you are well trained, you know how to usethe skills, and you can turn it around . Remember why you want to turn it around, relax, and do it.

This can be difficult work, but it is also very rewarding. Anybody can file papers or fill coffee cups,thats easy. Not everyone can help fight for a more dignified and just and world.

What to doand what not dowhen have a bad night:

Do: Analysis Remember that each door is a new person Adjust your rap Breath deeply Show a sense of urgency and actionmake it look like everyone is joining Remember that more members means more power Analysis

Dont: Freak out Run (or slump) between doors makes your rap sound terrible and you seem desperate Give up Get down on yourself Grovel, the pity act never works Panic

Keep these in mind and your bad days should turn into good days!

Making the Most of Your Turf

Your job as an organizer is to maximize the support of any given area. Our minimum goal is to organize10% of the constituency within our turf in order to be able to mobilize enough people to push forwardlocal campaigns to victory. The more efficiently you work your turf, the stronger our organization will

be. This will also help you do your work with the least effort. Here are some strategies for moreeffective use of your turf:

Be logical Before you begin, look over your turf and find the best route to use. Make sure you cover your distance with the least amount of wasted walking. Your supervisor can help you with this, so justask. Ideally, you should be able to stop walking at about 6 pm, do call backs while you retrace your steps, and be back to the office on time to make phone calls.

Keep track of callbacks Part of our organizing strategy is to reach the greatest number of people inany given area. So we need to cover our turf as completely as possible. At the beginning of each newstreet (or apartment building in a large, multi-unit complex), start a new doorknocking sheet with thestreet name (or building number) and note all of the houses (or apartments) where no one was home andwhere people asked you to callback. At the end of the night go back and try again. Be strategic though

you shouldnt walk for 15 minutes for one callback.


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Mark your map accurately Inaccurate marking of the map can sabotage your doorknocking. If youve done only one side of the street, mark only that side. Only mark the areas that you have done.

Some more on financial self-sufficiency

We are beholden only to our membersthe people who give us the funds to run their organizationand campaigns We are prefer our funds coming in the many, many small amounts of our membership duesas

opposed to coming from a handful of rich people. This equals clean money. Many corporations give large grants to non-profits. ACORN fights things like corporate welfare and

corporate soft money donations. Many organizations have come and gone due to their reliance on corporate and/or government

grants. We have been around this long, and plan to be around for a long time, because as long as we areout on the streets organizing our funding us stable!

Organizing takes money! Who do you think pays for the copy machine, telephone bills, etc.? ACORN is known for developing active members, because we ask them for money. Our members

become more motivated about their issues, campaigns, and organizational growth because they made aninvestment in their organization. Lastly, be proud of the fact that you are a paid employee. Not only do you get to do the greatest and

hardest job in the world, but the funds you raise pay you, as well. You are a critical part to our ability togrow, because more organizers means more members and more actions. Those bring more wins andmore power for our members.

ACORN DOORKNOCKING BASICS

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