Program on the Environment

Many environmental nonprofit organizations rely on public support to create meaningful change, yet converting awareness into action remains a persistent challenge. Although many people express concern about climate change and sustainability, they often lack engagement, or feel disconnected from policy decisions. With the growing polarization of environmental issues, it is especially important to get those interested involved because awareness alone does not lead to change. Canvassing offers a promising strategy for closing the knowledge-action gap by providing relatable narratives that motivate public engagement and catalyze behavior change among supporters. This study investigates the canvassing strategies used to convert public support into measurable action. Through participant observation and interning with The Fund for the Public Interest, I documented organizational strategies for canvassing, and the perceptions of obstacles and successes. I supplemented these field observations with a survey of Fund employees to capture diverse perspectives on canvassing effectiveness. This revealed that successful interactions employed specific techniques: appeals to audience values, personal relevance through storytelling, rapport building, and conveying urgency. Practitioners perceive face-to-face interactions are harder to ignore, persuasive, and more personally resonant than other forms of outreach. These practices align with environmental communication literature that emphasizes the efficacy of strategic framing and behavioral nudges. Despite this, canvassers perceived public distrust and hostility as an outreach barrier. This research suggests that canvassing organizations have developed a sophisticated understanding of interpersonal persuasion that reflects communication theory. Systematically documenting, evaluating, and sharing this knowledge can enhance training and amplify the impact of grassroots environmental campaigns.