Bridging the Gap Deep Canvassing Program

Deep canvassing is about long-term change. It is a scientifically-proven method that focuses on values-based conversations and building connections through thoughtful conversations that changes hearts and minds by employing empathy to bridge gaps across perceived and real ideological differences.

Over the course of nearly a decade, we have shown the incredible power of this work to change minds, build bridges across different life experiences, and inspire action in support of pro-abortion rights policies, like insurance coverage for abortion.

This project aims to address abortion stigma by educating and empowering supporters, and by facilitating empathetic, values-based conversations.

A 2018 field study focused on this program conducted by political scientists supported the theory that these in-depth conversations can impact people's attitudes and behaviors.

By having one-on-one conversations, we help people understand their abortion attitudes in a deeper way, and make the connection with what they believe and if they take action. Bridging the Gap is organizing strategy, abortion rights literacy, volunteer leadership coaching, community connections, and much more!

Our Bridging the Gap deep canvassing program began in 2015 when Planned Parenthood Maine Action Fund staff learned about deep canvassing at an organizing conference.

The idea that one-on-one conversations focused on common values and connecting around personal stories could shift opinions over time was appealing. The potential for this technique to help combat stigma was also intriguing, as reducing stigma around sexual and reproductive health care, and specifically, abortion, is part of our team’s ongoing strategy to protect and expand access to care in Maine.

Our team reached out to and worked with deep canvassing experts at organizations leading the way in pioneering this technique including The Leadership Lab, a part of the LA LGBTQ Center, which developed deep canvassing initially. Then we created a program of our own.

We experimented, iterated, and tested every part of the program until we had a sustainable and replicable program. We introduced the Moral Frameworks Foundation theory, which helped our volunteer canvassers find a concrete way to connect with anyone.

In 2018, we worked with leading researchers to complete a study on our new methodology. The study showed that deep canvassing on abortion works to increase support for pro-abortion policies and the likelihood that an individual will complete an action, like calling their senator or writing a letter in support of those policies.

We’ve since trained hundreds of volunteers in this technique. Those volunteers have helped us connect with Mainers throughout Southern Maine. They have canvassed in key areas of the state we’ve identified where we know these individual conversations will have the greatest impact.

In 2020, we faced a unique challenge with the COVID-19 pandemic which prevented us from canvassing in person, which until then, was a key feature of our program. To adapt, we worked with colleagues across New England to develop protocols for virtual canvassing. 

Now our volunteer team has grown to include canvassers from across the country. PPMEAF’s Bridging the Gap team holds several training sessions a year, as well as virtual and in-person canvasses, and monthly Community Night gatherings for volunteers. 

Since our program’s inception our team has:

• Trained more than 350 volunteers as deep canvassers
• Over 600 people our team spoke to took action
• 180 canvasses completed
• Held 37 training series
• Expanded the program to PPNNE’s affiliate states in New Hampshire and Vermont

 In 2019, BTG volunteer leaders asked themselves “How can the core concepts of deep canvassing help us with other advocacy projects?” Together they developed  a training on how to effectively combine storytelling, asking open-ended questions and communicating around shared values to lobby lawmakers in support of state-level legislation.

In 2024, in collaboration with MaineTransNet, PPMEAF published a zine featuring stories from Mainers about their experiences accessing and advocating for LGBTQ+ healthcare. The zine also featured essential tenants of advocacy storytelling and advice drawn from values-based deep canvassing work about how to have empathic conversation, plus tips on how to have empathetic conversations.

Planned Parenthood Maine Action Fund has a robust patient-advocate storyteller program where our team works to help Mainers and volunteers from around the region make their voices heard through sharing personal stories of experiences accessing or advocating for sexual and reproductive health care and rights.

These storytellers have been central to legislative policy wins and to furthering our mission of reducing stigma and advocating for sexual and reproductive rights and freedoms for all people. With coaching from our team, these storytellers have inspired changes in policy and encouraged others to find their voices in this movement. 

Our storyteller program focuses on guiding volunteers through developing their stories into narratives shaped through an advocacy lens and designed for a variety of audiences. This program creates community among storytellers throughout the region and is a key aspect of all of the work we do. For more information about our storyteller program email Rachel Minkovitz, Public Affairs Organizer and Storyteller Program Lead at [email protected]. If you have a story you want to share, we’d love to work with you!