The key to grassroots organizing is the "organizing" -- finding the right leaders in each area that will actively help your campaign.
Having the proper set-up is crucial to track volunteers and supporters and to get them out there changing peoples' minds. The worst thing you can do is to waste their time and talents. It directly costs you votes.
Understanding the Public
In an issue campaign, people can be divided into four groups in relation to your campaign:
Family (0-3%): The closest, most intimately involved members of your community. They have a direct emotional commitment to the issue or project. They may have an economic connection as well. They are the most likely to respond to a call to action.
Friends (3-10%): Not quite family, these folks have an economic commitment in your issue. They will often respond to a call to action, though perhaps not with the intensity of Family.
Strangers (~90%): The largest group by far. These people are unaware of or uninterested in your issue. They could have a potential emotional or economic connection but need to be educated before they recognize it. You need to provide them an intellectual reason for involvement. These are the people you are trying to convert into Friends and Family. Until you convert them, your chances of getting them to respond to a call to action are slim.
Opponents (0-3%): They actively oppose your goals. No efforts should be wasted reaching out to them.
Within these basic categories, are specialized groups to target:
Influentials (the top 10% of Strangers): The grasstops of your grassroots include mavens, salespeople, connectors, and community leadership such as media, academics, and elected officials. They may or may not respond to your call to action based on how they feel about what’s in it for them and for their community.
Key Contacts: Key contacts are the people you know who can deliver specific goods and services or who know a particular VIP. They are members of your group (already family or friends) and thus are naturally inclined to help your campaign.
Utilizing Your Grassroots Support
A few of the things your grassroots support can do to help you win include:
Contact friends and neighbors asking them to get involved in ways they have not before – coming to a meeting, lending their time/talent/treasure/name to the cause, etc.
Monitor the media in their area for stories relating to our race
Host a get together to show support for the campaign
Have regular events, like monthly parties and holiday-themed get-togethers to build relationships in a relaxed setting so they’re stronger during other times
Lend their name to a letter or mailer
Listen to the radio, and call in if the conversation turns to something related to our campaign