Matthew Pennell says the Lib Dems should put bricks and mortar before Facebook.It was a day at school I’ll never forget: one of my Politics A Level classmates had a taboo revelation for us.
It was Adam. You’d like Adam, he was nearly a foot taller than me but he was a gentle giant, soft round the edges in an otherwise waspish alpha male wannabe environment. Sharp intake of breath ... then he told us he’d joined the Young Conservatives.
Mic drop - none of us were expecting that. Adam was a genuinely nice guy, it seemed absurd to my friends and I that he could do such a wicked thing. This was the 1980s. Thanks to the course we knew that not merely were there three million on the dole, but that there was a wider underclass of 10 million and that 90 years of income convergence up to 1980 had been wiped out by 10 years of Thatcherism.
In retrospect Adam’s choice to join the YCs makes a lot more sense. Dartford, our home town, was famous for being officially the most average town in Britain - hitting the mean in terms of socio-economic, age, race and religious demographics.
It wasn’t average in terms of violence, though. All the towns along the Thames Estuary were very rough and ready during the 1980s. There was a police van parked in the middle of the town centre every Saturday night - a reassuring sight, but it was there for a reason.
Adam just wanted a quiet drink away from all the aggravation. Dartford’s Conservative Club is in the main drag, really straightforward to pop in and make an enquiry about signing up.
There’s no Liberal Club. I was 17, I should have joined the newly formed Liberal Democrats at the same time, but I didn’t know how to. There was no simple pathway - I didn’t join until I was 41.
Social fabric - more than just a party
My politics teacher was at pains to stress that the Conservatives had a club in every constituency in mainland Britain. I guess this is a product of so much landed-gentry and corporate money being thrown at them for so long. As you can see from Figure 1, party membership used to be a huge part of British life.
Without regular face-to-face human contact, membership is precarious and volatile. Harvard Politics Professor Robert Putnam’s Bowling Alone details how pressure groups have moved away from social experiences or a ‘chapter based’ membership model, to an impersonal experience.
This led to millions joining Greenpeace in the US in the 1980s when the environment became a mainstream media issue, and millions leaving as quickly as they joined.
Unfortunately, with a similar membership model, not really by choice, the Lib Dems sees its numbers wax and wane - in 2019 we had 145,000 members and supporters. I’ve seen many announce they’ve quit the party since via online messages; in most cases they never actually met any other members because the had no local club to go to.
Why now?
If you joined the Lib Dems after 2010 you won’t have had an easy time, we were on the back foot during the coalition years instead of celebrating our wins in government.
I joined in 2015 because of a sudden sense that if I didn’t do something the party might disappear altogether. In 2021, however, I’m more confident about our long term future than I have been in over a decade - i.e. I can see a liberal party in some form surviving and thriving for decades to come.
That being the case it’s no longer fanciful to have long term expansion plans that include boosting our physical presence because we’re not simply firefighting any more, we’re better than that.
Where would the money come from?
We spent a lot during the 2019 general election campaign, millions directed towards online ads. It’s clear that after a while we hit the law of marginal returns on this and ended up wasting a lot of our ad spend. This is money that could in the future be redirected towards bricks and mortar and away from Facebook (sorry, Nick Clegg).
This would not be a quick or easy process but it might be worth pursuing a specific fund to increase our club footprint, in the same way we have elections fighting funds. It would also be a way of elevating ourselves above the other small parties who are also reliant on pub and cafe meet-ups to get together.
You can read a longer version of this article on Matthew's blog returnoftheliberal and follow him on Twitter.