The Virginia Grassroots Coalition provided a good explanation in its “Lessons Learned from the 2017 Virginia Elections” document:
Canvassing serves several strategic goals. Early in the campaign, canvassing:
- Introduces voters to the candidate;
- Helps identify issues important to voters which helps the campaign shape its “message;”
- Provides opportunities to persuade voters; and,
- Determines a voter’s party preference.
Later in the campaign, the goal of canvassing is to get voters to the polls. This is especially critical during the last several weeks of an election, and is aptly known as “Get Out the Vote” (GOTV).
Although campaigns find canvassing one of the most impactful activities offered by volunteers, it is often volunteers’ least favorite task. Many simply dread knocking on the doors of strangers. But once volunteers understand the purpose and importance of canvassing, many are willing to give it a try. After canvassing, many previously skeptical volunteers express tremendous satisfaction with their canvassing experience. They enjoy sharing with voters their enthusiasm for a candidate and why.
Read the entire document here.