Mobilising volunteer activists in political parties: the view from central office

The role of volunteer activists in the success of election campaigning has undergone somewhat of a renaissance in the last decade or so. It is now becoming increasingly evident that having a strong volunteer activist base is central to winning elections, especially when the campaign is a close run affair. This then raises the important question of how to raise the volunteer armies necessary for such work. Indeed, there is a reasonably long standing literature on what might incentivise people to become active in political parties. However, there is relatively little work done on what party managers are able and willing to offer members as incentives for activism. Using new data from extensive interviews with professional party managers working in the central offices of political parties, this article explores the ways in which such party managers have worked to incentivise volunteer activists. From this data, it offers a new framework for encouraging volunteer activism through inclusive party organisations.