In political campaigns, most of the budget tends to go toward television ads and digital outreach. These are visible, measurable, and feel high-impact. But one of the most consistently effective strategies—door-to-door canvassing—is often left out or underfunded.

Paid field campaigns, when executed properly, can have a meaningful impact on turnout and persuasion. They are not just an alternative to digital or TV; they serve a distinct purpose that complements broader communication efforts.

Let’s explore what paid field is, how it works, and why it still matters.

What Is a Paid Field Campaign?

A paid field campaign involves hiring and managing a team of canvassers to have face-to-face conversations with voters. Unlike volunteer-driven efforts, paid field programs are staffed by individuals who are trained, tracked, and held accountable.

These programs can range in size from a few dozen canvassers in a local race to several hundred in a statewide election. They require systems for recruitment, training, compliance, and performance tracking. While they may seem logistically complex, they create an opportunity for campaigns to make personal contact with voters at scale.

Why Door Knocking Still Works

Field work isn’t new, but its effectiveness has held steady even as other campaign tactics have evolved. Studies have shown that a direct conversation with a canvasser can increase a voter’s likelihood to turn out by several percentage points. In close races, that can be the difference.

What makes field so powerful is its ability to reach voters on a personal level. Especially in communities where canvassing is rare, the simple act of showing up—of making the effort to have a conversation—can build trust and leave a lasting impression.

In the 2020 election cycle, one party delayed field operations due to COVID-19 while others continued safely throughout the summer and fall. In those areas, the candidates with consistent canvassing often outperformed polling expectations.

Common Reasons Campaigns Skip Field

Despite its benefits, many campaigns don’t prioritize paid field. Some assume volunteers can cover the need. Others worry about cost. And some simply haven’t seen a program done well.

Here are a few common concerns:

“Volunteers are enough.”
Volunteers are valuable, but they aren’t always reliable over long periods or at the scale needed to move numbers.
“TV reaches more people.”
TV has reach, but field has depth. Door knocking might be slower, but voters who engage in a conversation are more likely to take action.
“We’ll run it ourselves.”
Managing a field program means handling employment, insurance, logistics, training, and compliance—while also running the rest of the campaign. It’s a heavy lift without dedicated infrastructure.

What to Look for in a Good Field Program

Not all field programs are the same. Some firms overpromise and underdeliver, and by the time a campaign realizes the program isn’t working, it’s too late to pivot.

At Echo Canyon, we’ve worked with campaigns large and small and developed a few guiding principles for what makes a field program successful:

Thoughtful targeting: The program should be built around a clear voter universe based on turnout history and voter modeling.
Flexible messaging: Canvassers should have dynamic scripts that adjust based on who they’re speaking to.
Real accountability: GPS-tracked data helps confirm every door was knocked, and daily oversight ensures consistent performance.
Local familiarity: Hiring from within the community, when possible, helps build trust and increases the effectiveness of the interaction.
Ongoing training and support: Field staff need regular check-ins, not just a one-time orientation.

An often-overlooked aspect is the impression left by the canvasser. The way someone carries themselves at the door—the tone, the professionalism, the care—becomes a direct reflection of the candidate. A positive encounter can build goodwill. A sloppy one can do harm.

When Paid Field Makes Sense

Paid field is particularly useful in competitive races or in areas where other forms of outreach are limited. For example:

In large media markets where TV airtime is expensive, field can be a more affordable way to connect with voters.
In local or down-ballot races that don’t receive much media attention, door knocking helps build name recognition and share the candidate’s message.
For reaching low-propensity voters who may not be influenced by ads but will respond to a conversation.

Campaigns at every level—from city council to statewide offices—can benefit from a well-run field program. The key is matching the program design to the race’s size, timeline, and goals.

Final Thoughts

Door knocking isn’t a silver bullet, but it’s a proven tool with a specific and powerful role in any campaign’s strategy. When supported with the right resources and run with care, a paid field program can build trust, drive turnout, and deliver results that show up at the ballot box.

It’s not always the easiest tactic to implement, but when done well, it’s often the most meaningful.

Why Door Knocking Still Wins Campaigns (And Why Most Candidates Get It Wrong)