Ron Johnston and Charles Pattie discuss the evolution constituency campaigning in the UK. Their book Money and electoral politics: Local Parties and Funding in General Elections was published earlier this month.
With the 2015 general election now less than a year away, political parties will again be focusing on funding of their campaigns. As in previous elections, candidates will need two resources to sustain their general election campaigns – people and money. Each is in increasingly short supply. As a result, the nature of constituency campaigning has changed very substantially in recent decades, and is likely to do so even more in the future.
People are needed to manage the constituency campaign and to promote the candidate’s/party’s cause across the local electorate: as the average constituency has some 70,000 voters, this means reaching a large number of people. In the past, most candidates could rely on activists drawn from their party’s local members, but as their numbers have declined the available pool has been reduced. Some candidates have replaced them by supporters – non-members who are nevertheless willing to promote the party’s cause – and by volunteers from nearby constituencies where there is an excess of supply relative to demand.
Money is needed to sustain the campaign organisation – its office and equipment, plus staffing – but in particular to meet the costs of posters and leaflets. Research has clearly shown that the more intensive the local campaign, as indicated by the amount that the candidate spends on those items, the better the performance: those who spend more tend to get more votes, and their opponents get less.