Campaign 2015 Review

WORKING GROUP REPORT

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Campaign 2015 Review: Working Group Report | 3

Campaign 2015 Review: Working Group Report

Campaign 2015 was an entirely new experience for our movement. Never before had we entered
a campaign as the Official Opposition. Never before had we led the polls for weeks before and
during the campaign.
There is no denying that there is a deep disappointment across our movement. Our campaign
came up short, and we missed the opportunity to elect Canadas first federal NDP government.
Worse still, we lost dedicated MPs and were shut out of a number of regions in our country.
As we look back on this campaign we should also reflect on what unites us as New Democrats.
New Democrats are proud of our political and activist heritage - and our long record of visionary,
practical and successful governments. That history and that record have distinguished and
inspired our party since the creation of the Co-operative Commonwealth Federation in 1933, and
the founding of the New Democratic Party in 1961.
As our constitution states, we are guided by principles rooted in decades of struggle for a more
equal world:
New Democrats seek a future that brings together the best of the insights and objectives of
Canadians. Within social democratic and democratic socialist traditions, our movement has been
built through farmer, labour, co-operative, feminist, human rights and environmental movements,
and with First Nations, Mtis and Inuit peoples, to work towards a more just, equal, and sustainable Canada within a global community dedicated to the same goals.

Be proud of our history,

and proud of our party.
We are a party with deep conviction that a more just and equal world is possible. We are motivated
by our values, and a vision for change that the Liberals and Conservatives simply dont share. We
believe everyone matters and no one should be left behind. We believe in the power of government to address the limitations of the market and to act in the public interest for social, economic
and ecological justice.
In November of 2015 our party President, Rebecca Blaikie, was tasked with a thorough and
extensive review of our campaign. In the new year, the federal executive ratified a working group
to assist in this task.

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The working group members are:

Craig Sauv
George Nakitsas
Mathieu Vick
Marit Stiles
Paul Dewar
Paul Moist
Raj Sihota
Rebecca Blaikie (Chair)
Tania Jarzebiak
Trevor McKenzie-Smith
The working group would like to thank Jenn Prosser for her work on this report, and the support
from federal office staff.
The consultation process was structured around three questions: what worked, what didnt, and
what we need to start doing as we continue to build and strengthen our movement. We have
heard from tens of thousands of New Democrats through online surveys, telephone town halls,
teleconferences, and community consultations.
In accepting this task, we pledged to the party membership that our efforts would be honest,
avoid the temptation to gloss over shortcomings and ultimately offer us a blueprint from which we
could learn from our mistakes and do better next time. Our strength as New Democrats continues
to be our ability to have sometimes challenging discussions inside our party.
Jack wrote to us in his final letter, there will be those who will try to persuade you to give up our
cause. Answer them by recommitting with energy and determination to our work.
Let us heed those words as we review campaign 2015, apply the tough lessons we learned and
move forward together.
In solidarity,
Your Election Review Working Group

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The feedback weve collected has been synthesized and divided into two sections. The section
on overall campaign strategy summarizes feedback on campaign structure, strategic direction,
communications and platform. The section on campaign preparation summarizes comments
about the campaign on the ground, as well as with the partys internal governance and grassroots
engagement. Together, these sections identify what members told us were the greatest obstacles
that contributed to the final results of the campaign. The recommendations we propose in the
latter part of this report will address what we need to start doing as we continue to build and
strengthen our movement.

Overall campaign strategy, communications and platform

Our campaign was out of sync with Canadians desire for a dramatic break from the Harper
decade. The principled work carried out by our caucus in the last four years as Official Opposition
set the tone for a Stop Harper campaign. However, our working group heard from members from
coast to coast that this campaign strategy left us vulnerable in the current political environment.

We were still putting up Stop Harper

signs while it was clear we were driving
those folks to the Liberals.
The lack of a strong, simple narrative made it difficult to communicate our platform and positions,
and as a result it became difficult for Canadians to distinguish us from the Liberals. We failed to
represent the kind of change that Canadians desired. Instead, our campaign presented a choice
for cautious change.
There were many frustrations shared about our internal communications during the campaign.
Members, particularly local campaign managers, felt that the reporting from the ground had no
effect on the strategic decision-making happening in the central campaign. What was being felt
door-to-door was not being communicated, being miscommunicated, or went unheard. Members
feel this impeded the ability of the central campaign to shift strategy when necessary.
Weak internal communications hindered our ability to empower those on the ground to accurately
share our vision for Canada. For many local campaigns the lack of a strong national narrative
reduced their capacity to move people from theoretical supporters to voters, and did nothing to
stop the Liberal surge in the final days.
Our balanced budget pledge was in part responsible for presenting us as cautious change. Over
the past 30 years, our economy has grown by over 50% while workers have suffered lower wages
and cuts to services - in this context, our members and supporters found it difficult to understand
our position on the deficit. It allowed the Liberals to seemingly contrast themselves from the Conservatives, and did not resonate with Canadians everyday experiences. Running a deficit became
a symbol of change, one that the media and voters embraced. Our balanced budget pledge also
overshadowed our progressive economic platform which included higher taxes on corporations,
crackdown on tax havens and a federal minimum wage.
The platform overall had positive reviews from the members and activists we heard from - however
the release came late in the campaign and it was noted that the launch failed to highlight how our
plan would dramatically help people and represent the kind of change that Canadians desired.
As well, we lacked a Quebec-specific offer. This challenged our organizers in Quebec to maintain
our 2011 gains.

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Our campaign was not nimble in its reaction to attacks by other parties. We seemed unable to
pivot from attacks and reorient the media narrative, and we were unable to shift strategies when
we were no longer the frontrunner in the fight to defeat Harper.
The production and placement of our ads were cited by members as weak and failing to effectively present our vision. The lack of NDP advertising on major broadcasters, whether television or
radio, is seen to have contributed to the lack of a strong national campaign presence.
We did not adequately prepare for the debate on the niqab. While members are proud of our
principled position, many questioned why the campaign was unprepared for the intensity of the
debate and lacked a plan to shift campaign coverage back to our offer for Canadians.
We heard disappointment from members who felt that decisions about the strategy employed
in the debates led to a situation in which our leaders full capabilities as demonstrated in the
House of Commons over the previous years were not on display. Across the country, we heard
that our party activists did not understand why we refused to participate in some national debates.
We heard a strong call to expand our digital presence beyond fundraising objectives. While some
members in some areas of the country felt our social media presence was strong, overall members
feel the campaign failed to empower our local campaigns to fully utilize these platforms effectively.

While the partys unprecedented fundraising success was celebrated by members across the
country, many flagged frustration that our email communication with supporters had become
primarily to seek funds. Members have reflected that in contrast since the campaign, both
the Election Review process and the partys digital program have allowed for greater engagement
on issues and feedback on the work of the leader and caucus.

Campaign preparation: local organization capacity and party governance

New Democrats spoke specifically of pride in their local campaigns and their local candidates.
Campaigns, candidates and activists told us that they were engaged in their strongest local
ground game in the partys history and that they raised more money than ever before.
We ran the strongest and most diverse slate of candidates in the history of any party in Canada,
though we can and must strive to do even better. For some campaigns, a slow nomination
process impacted their efforts to hit the ground running. We also heard a strong call to increase
transparency in nomination and vetting procedures.

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Increased voter turnout impacted results across the country. Young and new voters came out
to vote for change. Members raised concerns that our voter contact models were unable to
effectively connect with first time and young voters, and that this was a lost opportunity. We heard
that we need better and more diverse strategies to reach and engage more voters.
Alongside the call to develop innovative organizing strategies to reach a broader audience, there
were firm calls for new and improved ways to engage openly and meaningfully with our members
and supporters.

Nationally, we had more trained, experienced organizers than ever before. But our members
believe we still lag behind in the number of skilled organizers with a deep understanding of the
unique characteristics of local and regional campaigns. The high turnover of regional and federal
office organizers, or the loss or lack of them altogether, created a vacuum of information and left
riding activists disconnected from the central campaign.
The National Days of Action were highly regarded as excellent ways to build capacity on the
ground in the pre-election period, and engage new communities on priority issues.
Many members reflected on the losses in Atlantic Canada and Toronto and expressed a desire to
engage in concrete strategies for rebuilding in these areas, and others where we no longer have
sitting MPs.

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Many of our partners in Labour supported our efforts in the lead up to and throughout the election,
including organizing labour canvasses in support of local candidates. Some local campaigns
acknowledged and appreciated the significant presence of labour volunteers. But just like many
Canadians, union members had a difficult time finding their aspirations reflected in the messages
they heard from us.
All four Equity Commissions reported that they were proud of the work they did with the party
leadership in crafting meaningful platform policies that reflected their respective communitys
distinct needs. However, commissions felt that they lacked the necessary resources and information in order to communicate effectively with their respective communities. They asked that
persistent barriers to participation be addressed in more meaningful ways.
The Aboriginal Commission feedback reflected great respect and pride for the work our caucus
had done in the House, and for issues we had elevated in the national discourse. However, commission members were also of one voice with regard to the importance of correctly following
traditional protocols and improving our knowledge of these protocols.
The partys Persons Living with Disabilities Commission noted the challenges their members
face in engaging with campaigns locally and with our leaders tour events. While we have made
significant advances towards increased accessibility - we have much more to learn from those
living with disabilities.
Many of those active in their EDAs noted the increased success they had in fundraising in this
election period. However, the process of contributing locally versus nationally remained unclear.
Data is a crucial tool in modern-day political campaigning. We heard often that we need to find
better ways to capture useful data and employ it effectively. Populus - our new database - is seen
as an important evolution, and many commented on the importance of continued investment in
modernizing our voter identification to enable more targeted organizing.

There was a disconnect between the

internal conversation we were having with
ourselves, and the conversation we were
having publicly.
The superior work of the New Democratic caucus was a point of pride for our members and
supporters. Activists told us that they expected the team of talented MPs and candidates to have
played more of a visible role during the election, especially in our bid to form a competent cabinet
in government.

* All comments in quotation marks were heard during our consultations accross Canada.

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Recommendations
The task for this election review exercise has always been to identify what worked, what
didnt and how we should move forward together. We recognize that there is no one cause to our
failures in the election campaign and there is no one solution. But we hope our findings give our
members, organizers, caucus and leader the necessary information as they apply the lessons of
Campaign 2015.
As New Democrats, we practice the politics of conviction. That is not antithetical to developing a
message and a campaign that successfully earns the support of Canadians. Being better at telling
our story will bring us greater electoral success. We can do that in an authentic way and we can
rely on the thousands of volunteers that make up our political movement. As difficult as the results
of Campaign 2015 have been, the members of your Election Review Working Group have found
new inspiration and new energy through their interactions with our party members. Our movement
is strong and our members are ready to keep fighting for a better world.

We lost the game this time, but we didnt

lose who we are we can win next time.
Your Election Review Working Group was mandated to ensure we learn from our mistakes and
develop a plan of action to apply the lessons we have learned collectively. Thats why the recommendations we present in this report are measurable, transparent, and accountable.
Together, these recommendations may provide a blueprint for the Federal Executive and Council,
and the partys National Director, to engage with our grassroots and rebuild the party. The specific
timelines allow for accountability by Council and Convention 2018.
Our aim is to ensure utmost transparency and accountability to our membership as we move
forward, together, united by our values and motivated by a new sense of purpose and optimism.
Our planning for the next campaign should begin today:
a. An Election Planning Committee (EPC) should be struck no later than 2 years prior to the next
fixed election date, and key campaign staff positions should be identified and confirmed.
b. A campaign plan and draft platform should be presented to the EPC for consultation and
feedback at least one year prior to the fixed election date. This process should also allow for
a 6-month review of the campaign plan.
c. In recognition of Qubecs national character, our campaign plan should always include a
distinct Quebec strategy.
d. Federal Executive and Council should be provided with greater and more consistent opportunities for consultation and reciprocal feedback to ensure these bodies are empowered to
reach their full outreach and organizing potential.
e. The party should conduct a review of strategic communications - inclusive of campaign
advertising production and placement, as well as media relations.
f. The Executive should appoint a committee to review nominations and vetting with a view to
increased transparency.
The party must commit to exploring ways to ensure a two-way conversation with members
and supporters beyond fundraising efforts to tell the story of who we are, update the

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membership on work being done by our caucus, and communicate strategic messaging tools as
well as provide opportunities for real engagement. This should include but is not limited to:
a. Organizing online meetings and/or telephone town halls with members.
b. Ensuring fact sheets on priorities and policies are readily available in multiple languages to
members and the public.
c. Making our talking points easily accessible to members and organizers.
d. Issuing a monthly electronic newsletter that informs members and supporters of our work in
Parliament and our policy proposals.
The party should continue developing and investing in digital platforms, online communications,
data management practises and database capacity by:
a. Reporting to our membership on the latest capacity of Populus at the next convention.
b. Prioritizing training on Populus for activists across the country.
c. Expanding the use of digital platforms to connect with more Canadians.
d. Developing a social media best practices guide for campaigns, candidates, organizers
and activists.
e. Ensuring Equity Commissions have access to the database tools required to collect and
track outreach information.
The permanent National Director should be tasked to prepare a plan for rejuvenating the party
by improving its fundraising capacity and engagement with members and supporters. The plan
should be developed in consultation with Equity Commissions, Federal Executive and Council,
and parliamentary caucus and include:
a. Identifying missing voices and diversifying our staff by reaching out into underrepresented
communities.
b. Strengthening our internal call to action in the fight against racism and discrimination by
developing outreach, engagement and communications strategies that reach out explicitly
to a broader and more diverse audience.
c. Furthering efforts to diversify our caucus and staff, as well as explore the potential for
strategic communications in a wider variety of languages.
d. Developing the training, tools and relationships necessary to create a network of support for
Indigenous candidates, candidates of colour and people living with a disability.
e. Working with the Aboriginal Commission in developing culturally guided procedural guidelines (region, territory and event specific). This must be done by listening carefully to Indigenous communities and following their lead. Doing this work, in this way, furthers our work in
pursuit of a decolonized Canada.
f. Working with the Persons Living with Disabilities Commission to develop accessibility requirements for all NDP outreach platforms and events to ensure that the over 30 per cent of
canadian families affected by visible and non visible disabilities are able to participate on an
equal basis with other people.
In addition, we believe Officers should review the partys organizational structure and provide
recommendations to the National Director, to ensure that the party office is able to prioritize
supporting and facilitating the work of the party executive, council, equity commissions and the
partys youth wing, the NDYC.
Mentoring and generational change are important to the success of our Party, and can be
achieved by:
a. Developing a long term and sustained investment in regional organizers and organizer development. This should include organizers in those regions where we do not have sitting MPs.

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b. Empowering and acknowledging successful organizers through access to opportunities for

leadership roles during election campaigns.
c. Building on the Days of Action model to further support grassroots skills building and
encouraging the establishment of neighbourhood teams across the country.
d. Implementing an ongoing activist training strategy, including templates and supports for
candidates, Electoral District Associations (EDAs) and organizers.
e. Providing a regional platform for EDAs to share best practices in organizing, encourage a
sense of belonging, build momentum and increase grassroots capacity.
f. Supporting our EDAs to organize in between elections to ensure we continually engage local
volunteers, build relationships with the community, and raise the funds needed for a robust
local ground campaign in 2019.

Conclusion
In politics some challenges will always remain beyond our control, it is our job as a party to
address the challenges we can control. The recommendations provided here are aimed at addressing those challenges.
The process of engagement has been a great privilege for the working group. There have been too
few opportunities in our partys history when the time, space and resources have been granted to
reach out and meet with our members and activists from across the country.
New Democrats are proud and dedicated to the work they carry out in the movement. This dedication to providing loving and hopeful political leadership in Canada runs deep, and means good
things for the future our of our party. We must continue as Tommy Douglas taught us, to dream no
little dreams, and one day, together, we will make the Canada of our dreams a reality.
Much accomplished. More to do.

cope:225-ic

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