Can Party Elites Shape the Rank and File? Evidence from a Recruitment Campaign in India

Recruiting a large number of ground workers is crucial for running effective modern election campaigns. It is unclear if party leaders can influence the quality and quantity of the unpaid rank-and-file workforce as they can with prized nominations for candidates. We analyze a field experiment conducted by an Indian party that randomized recruitment messages reaching 1% of a 13-million-person electorate to join its rank and file. Contrary to concerns that parties can only attract a few poor-quality volunteers, we show that elite efforts can shape the rank and file. In fact, specific strategies can increase the size, enhance the gender and ethnic diversity, and broaden the education and political skills of recruits. Strategies that signal gender inclusiveness have a lasting impact on some dimensions up to 3 years later. Taken together, this article provides the first causal evidence that rank-and-file recruitment is an opportunity for elites to influence long-term party development.