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A Successful Campaign
A workbook for candidates and their
campaign staff members seeking to run
an effective local campaign on a budget.
HowtoConductaSuccessfulCampaign
Page#1
Workbook Contents
Campaign Clarity
Whyareyourunning?..................................................................... Page4
Whatareyourunningfor?............................................................. Page5
Whatdoyouhopetoaccomplish? ................................................ Page7
HowtoConductaSuccessfulCampaign
Page#2
HowtoConductaSuccessfulCampaign
Page#3
Campaign Clarity
Congratulationsonmakingthedecisiontostepforwardandeitherrunforofficeorhelp
someoneyouknowandbelieveinrunforoffice.Youareembarkingonajourneythat
willinvolveagreatdealofeffort,anditislikelyyouwillbejugglingthisarduoustask
withotherimportantprioritiesinyourlife.Givenalltheworkyouwillbeputtingintoit,
itisveryimportantthatyouknowexactlywhyyouwererunningandwhatyouhope
toaccomplish.Knowingthiswillalsohelpyoureturntowhatismostimportantwhen
yougetintheheatofbattleandhavetomakerapiddecisionsaboutwheretoallocate
yourtimeandyourresources.
Howtousethissection:ifyouarestillintheplanningstagesofyourcampaign,orifyou
havenotyetdecidedwhetheryouwillbeinvolvedinrunningforoffice,thissectionisa
goodwaytocrystallizeyourintentionsandevaluatewhetheryouthinktheeffortis
worthit.Ifyouhavealreadymadeadecisiontorun,completingthissectionwillprovide
youwithareallygoodbaseforcreatingcampaignmessagesthataccuratelyreflectwho
youareandwhatyoustandfor.
Whenwasthefirsttimeyouthoughtaboutrunningforofficeorhelpingsomeonerun
foroffice?Doyourememberwhatitwasthathappenedtomakeyouthinkofthis
idea?Enterwhatcomestomindbelow:
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HowtoConductaSuccessfulCampaign
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Now,thinkaboutwhatitisyouwanttochangeifyouareelected.Listwhatyouwant
tochangeandwhyyouthinkthingsneedtochange:
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Finally,listthreepersonalbenefitsyouhopetogetoutofservinginoffice.Behonest.
Ifyouwanttoattractmoreattentiontoyourlocalbusinessbybeingactive,sayso.If
youwanttobuildabettercommunityforyourchildren,listthat.Ormaybeyouwill
getabiggersayinhowyourtaxdollarsarespentandthatisimportanttoyou.There
isnorightorwronganswer.Justlistthefirstthreebenefitsthatcometomind:
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Peopleusuallyentertheworldofpoliticsbyrunningforlocaloffice.Thisisreallythe
onlykindofofficeyoucouldrunforandhopetowinwithouthavingalotofmoneyin
yourcampaignchest.Mostpeoplerunforaseatontheschoolboard,asoilandwater
districtsupervisor,aspotontheCityCouncil,CountyCommissioner,MayororSheriff
whentheythinkofservinglocally.Youshouldbeabsolutelysureyouarerunningfor
therightoffice,givenwhatyouhopetoaccomplishinyourcommunityandwhatyour
schedulecanaccommodate.YoudbesurprisedhowmanypeoplerunforCityCouncil
andarethendismayedtheyhavetoattendfrequentmeetings.Evenifyouthinkyou
havealreadydecidedwhichofficetorunforit,takeafewminutestofilloutthis
sectiontoconfirmyouareontherighttrack.
Whatelectiveofficesareupforgrabsinyourtownthatyoumightbeabletorunfor?
Listthembelow.
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HowtoConductaSuccessfulCampaign
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Whichoftheseofficesareyoumostqualifiedtohold,givenyourpersonaland/oryour
professionalbackground?Itcouldbeyouarequalifiedfortheschoolboardbecause
youhavevolunteeredintheschoolsystemforyearsasaparent.Ormaybeyouarein
lawenforcementandknowwhattheSheriff'sofficeneeds?Perhapsyouhavebeen
activeincommunityorganizationsandunderstandthedifferentissuesaCityCouncil
membermustconsider.Givenallthesethings,whichofficesareyoumostqualifiedto
runfor?
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Nowtakealookatthelocalpoliticallandscapeinyourtown.Whichoftheseoffices
havebeenheldbythesamepeopleforsolongthatunseatingthemmaybeimpossible?
Or,conversely,whichoftheseofficesbadlyneedsomeonenewinthem?Issomeone
retiringorhassomeoneannouncedtheywillnotseekreelection?Listwhatisworking
againstyouandforyouintermsoftheincumbentbelow:
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Itisnowtimetocommittorunningforaspecificoffice.Listitbelow:
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X Nowthatyouhavedecidedwhatofficeyouarerunningfor,yourfirsthomework
assignmentistogetyourhandsonacopyoftheofficialdutiesofthatposition.You
canusuallyfindthisontheweb,aspartofyourtownorcountyswebsite.Memorize
thedutiesandpowersofyourposition.Knowingwhatthejobactuallyentailscangive
youabigedgeindebatesagainstyouropponentsanditmakesitclearthatyouknow
whatyouaredoing!
HowtoConductaSuccessfulCampaign
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Let'stakeacloserlookatwhatitisyouhopetoaccomplishifyouareelected.Thiswill
beimportantwhenyoubegintocraftyourcampaignmessage.Earlier,youlistedhow
youwantedyourcommunitytochangeasaresultofyourservice.Takethoseideas
furtherandlistsomespecificchangesyouwouldmakeinprevailingpoliciesifyouwere
electedtotheofficeyouareseeking:
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Congratulations!Youshouldnowhaveaprettyclearideaofwhyyouare
runningforoffice,whatofficeyouarerunningforandwhatyouhopeto
accomplishifyouwin.Itisnowtimetotakealookatwhat
youneedintermsofacampaignteam
HowtoConductaSuccessfulCampaign
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Note:Ifyouareconsideringservingonacampaignstaff,thissectionwillhelpyou
decidewhichpositionisbestforyou.
Howtousethissection:first,identifyapoolofpeoplewhomightserveonyourcore
campaignteam,thentakealookatthepositionslistedinthissectionandwhateach
staffmembernormallydoes.Afterreadingeachdescriptionandthejobsrequirements,
writedownoneortwopeopleinyourlifewhomaybeabletodothatjobforyou.
Note:Ifyouareconsideringtakingapositiononsomeoneelse'scampaign,thenyoucan
helpyourcandidatebywritingdownpeoplewhomightbegoodfortheotherteam
positions.Choosepeoplewhocomplementyourowntalents.
HowtoConductaSuccessfulCampaign
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Familymembersarealsoagoodchoicetohelpyouwithyourcampaign.Youmaywant
toinvolveafamilymemberbecauseitmakesiteasytodiscusscampaignstrategy,
becauseyouhaveafamilymemberwhoisverywellknowninyourcommunityandwill
helpraiseyourvisibility,orbecauseyouwanttoteachyourchildrentheimportanceof
beinginvolvedinyourcommunity.Justmakefamilymembershaveaspecifictasktodo,
suchasfundraisingorknockingondoors,orelsetheywillbelookingforthingstodo
whenthemoodstrikesthemandthatcanbemoreofadistractionthananasset.
Listfamilymembersbelowwhomightbeagoodadditiontoyourcampaignteam:
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X Ifyougothisroute,andchooseasmallcampaignteam,youbetterbesurethat
yourcampaignmanagerispreparedtofillalltherolesdescribedbelowandcanwork
closetofulltimeonyourcampaign.Itishardtofindapersontodothis!Fewpeople
havetheskillsandfewpeoplehavethetime.Mostpeopleserveonlocalcampaign
teamsforfree,butaskingsomeonetobeajackofalltradescampaignmanageris
askingalotofthem!Sometimespayingasmallstipendtosomeonewhoisworkingpart
timeorretiredisyourbestbet.Ineithercase,yourallinonecampaignmanagerneeds
toagoodcommunicatorandwellknowninyourcommunity.
Ifyouneedagoodallinonecampaignmanager,yourbestforfindingoneisto:
Askpriorcandidateswhomanagedtheircampaignsforthem.
Contactyourlocalpoliticalpartyandaskthemforsuggestions.Sometimes,along
timeGOTVvolunteercanfillthejob.
Seeifyourlocalcivicorganizationorthegroupsyoubelongtohaveanyretired
publicrelationsorcommunicationsprofessionalswhomightbeinterested.
Goyoung:askyourlocalcollegespoliticalorjournaliststarsiftheyareinterested.
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Campaign Manager
Thispersonwillmanagethedaytodayoperationsofyourcampaignandstandinfor
youifyouareunavailable.Dependingontherestofyourteam,theymustbeableto
talktothemediaonyourbehalf,helpwithfundraising,managevolunteers,schedule
pollworkers,briefyouoncampaigneventsand,mostimportantlyofall,thecampaign
managerisalsoresponsibleformakingsurethatalltheotherteammembersaredoing
theirjobs.Whenyouaretalkingaboutavolunteerorganization,thisisataskthat
requiresflexibilityandtact.Chooseyourcampaignmanagerwisely!
X Youmustdecideupfrontwhohasthefinalsaywhenitcomestodaytoday
decisions:youoryourcampaignmanager.Thenyoumustmakesuretherestofyour
staffunderstandswhohasthisauthority.Acampaignscanandwillcollapseifits
decisionmakerrefusestoorcannotbefoundtomakethecalloncriticalissuesand
tacticalmatters.Theworstthingthatcanhappeninacampaignisanalysisparalysis.To
paralyzeacampaignbyoveranalyzingtheoutcomeofdecisions,orbyinvolvingtoo
manypeopleinthedecision,willleadtomissedopportunitiesandwastedresources.
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Treasurer /Fundraiser
Thisindividualkeepsrecordofallcampaigndonationsyoureceive,tracksallcampaign
expendituresandfilesallrequiredcampaignfinancereportsonyourbehalf.Theyalso
usuallyoverseefundraisingandfollowupwithdonors,andmakesureyouhavethe
necessaryinformationondonorsasrequiredbylaw.Butrememberthat,ultimately,
YOUareresponsibleforallyourreportingandformsmustbesignedbybothyouand
yourTreasurer,ifyoudecidetohaveone.Thereisnomarginforerrorinthisjob:you
mustfilereceiptsandexpendituresreportsontimeandcomplywiththelaw.Choose
someonewhounderstandsthisandhastheskillstohandlethesefinancialtasks.
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Volunteer Coordinator
Thispersonschedules,trainsandoverseesthevolunteerswhoarehelpingyougetyour
campaignmessageoutandworkthepollsonyourbehalf.Thispersonmustlikepeople
andnotgetfrustratedwhenvolunteerschangetheirschedulesatthelastmoment.
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GOTV Director
WhenitcomestimetocontactvotersandgetthemtothepollsduringtheEarlyVoting
periodandonElectionDay,youwilloftenfindthatyoumustadjustyouroriginal
strategytoaccountforunforeseeneventsandtotakeadvantageofopportunities.
HavingaGOTVDirectorgivesyourcampaignsomeonewhocanfocusoninterpreting
informationcominginfromthefieldandcampaigntrail;shiftvolunteerstoareaswhere
largenumbersofyoursupportersarenotshowinguptovote;andsuggestnewwaysto
contactvotersasthecampaignevolves.
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HowtoConductaSuccessfulCampaign
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Data Coordinator
Ifyouareluckyenoughtoknowsomeonewhoisgoodatdatabasemanagement,grab
themforyourcampaign!Agooddatabasecoordinatorcanhelpmanageyourlistoflocal
voters,keepvolunteersschedulesorganized,helpimmenselywithtrackingand
targetingdonors,cangetyouupandvisibleonsocialmediasites,andmaybeableto
handleemailnewslettertosupportersaswell.Note:thispersonshouldbetheonly
persontotouchthedatabase.YouwillcorruptyourdataandloseyourDatabase
Coordinatorifyouletotherpeoplegointotheirfiles,especiallypeoplewhoonlythink
theyknowwhattheyaredoing!
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Finding volunteers!
Ifyouhopetowin,youwillneedacorpsofvolunteerstoletpeopleknowaboutyour
candidacy,topassoutliteratureandtoworkforyouonElectionDay.Itisextremely
difficulttorecruitvolunteersonebyone,especiallyifyouhaveasmallcampaignstaff.
Thebestwaytofindvolunteersistoconcentrateyoureffortsonenlistingthehelpof
peoplewhoserveasgatekeeperstootherorganizationsandcanthenrecruitother
volunteersonyourbehalf.
Listthepeopleyouknowwhoaregatekeepersinyourcommunity,orinfluencerswho
alwaysseemtobebringingpeopletogetherandsteeringthemintherightdirection.
Thesearethepeopleyouneedtocontactpersonallysoyoucanaskfortheirsupport
andhelpfindingyouvolunteers:
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Awordaboutchurches:ifyoubelongtoafaithcommunity,itcanbeagreatplaceto
findvolunteersanddonors.Thereisnothingillegalorwrongwithyoupersonallyasking
peopleyouknowfromyourchurchtohelpyourcampaign.However,youmustnotuse
churchresourcestopromoteyourcandidacyandyoushouldnotaskyourpastorto
publiclysupportyouorsayanythingaboutyoufromthepulpit.Ifyoudo,yourfaith
HowtoConductaSuccessfulCampaign
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communitywillbebreakingthelawandcouldlosetheirnonprofitstatus.Formore
informationonallowableactivitiesbyfaithcommunities,pleasevisitwww.democracy
nc.organddownloadour"ElectionYearGuideForFaithCommunities."
Nowlistallthepeopleyouknowwhoyouthinkwouldmakegoodvolunteersorwho
haveindicatedaninterestinyourcampaign.Ifyouhavetroublethinkingofenough
people,pleaseseethesectionbelowthisone:
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Afterthat,rememberthis:askingpeopletovolunteerforyouisjustlikeaskingpeople
tovoteforyouorgiveyoumoney:youhavetoasktomakeithappen.Gettingpeopleto
volunteerthefirsttimeisthehardeststep.Oncetheycomeandvolunteer,theywill
return,assumingtheyhadfunandyoudidnotwastetheirtime.
HowtoConductaSuccessfulCampaign
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Everythingyoudoasacandidateshouldbeconsideredavolunteeractivity.Whether
youarecanvassing,phonebanking,doingamailing,orholdingasign,itsalwaysbetter
whenyouhavevolunteers.Notonlywillitdemonstratetoothersthatpeoplesupport
you;butitsalsogreattohaveothershelpyoureachmorevoters.Taketheopportunity
alwaystomaketheseeventsvolunteerrecruitingeventsaswell:ifyoumeetsomeone
interestedinyourcampaign,makesuretheygetaskedtovolunteer!
Neverhesitatetoasksomeonetovolunteer.Ifyoucomeacrosssomeonewhileatan
event,orwhilephonebankingwhoisveryexcitedthatyoucalled,askthemtocometo
yournextphonebank,signmakingparty,orenvelopestuffingevent.Theworstthing
theycandoissayno,andthebestthingisthattheysayyes!Thinkupalowkeywayto
askpeopletovolunteerforyourcampaign,writethephrasebelowandmemorizeit:
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Makesurethatyouorastafferalwaysgetcontactinformationforpotential
volunteers,especiallytheirphonenumberandemail.Onceyougeneratethislist,DO
NOTLOSEIT.Itwillcomeinhandyduringyourreelectioncampaign,fundraising,orany
othercampaigneventyoumayhaveonceyouareelected.
Makesurethatyouandyourcampaignteamareonafirstnamebasiswithyour
volunteers.Again,theyllbemorelikelytoreturnandtohelprecruitmorevolunteersif
theyfeelvaluableandpartoftheteam.
Alwaysfollowupwithapersonalthankyouoranemail,note,orphonecalltoyour
volunteerswhentheymakeabigcontributionoftheirtimesothattheyknowyou
appreciatetheirhelp.Peoplerememberyourkindnessandwillbemorelikelytobringa
friendalongthenexttimeyouneedvolunteers.
Nowthatyouhavestartedtobuildacampaignteam,itstimeto
understandwhatasuccessfulcampaignplanlookslike
HowtoConductaSuccessfulCampaign
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Campaign Elements
Everycampaignwillhavetheseelements:
Campaignsetupandprefilingtasks:informyourselfsoyoudonotmissthefilingor
anyotherdeadlines;knowwhatyouaregettingintoandthelegalrequirements;andlet
localpowerbrokersknowyouarerunningbeforeyoudeclare.Trytodecideona
campaigncoreteamtwotothreemonthsbeforetheelection.Duringthistimeyouwill
chooseyourcampaignstaff,setupyourcampaignbankaccountifyouchoosetohave
oneandstartidentifyingvolunteersandstrategy.Theexercisesfeaturedinthefirst
sectionofthisworkbookarethisplanningstage.
Strategicplanning:Onceyouknowwhoisonyourcampaignteamandthetypesof
challengesyouwillbefacing,itistimeforyourteamtogettogetheranddiscusswhat
typeofcampaignyouwanttorun,whatyourcoremessageis,whereyouwillgetyour
moneyandwhatyoucanaffordtodo.Youshoulddothisimmediatelyafterchoosing
yourcampaignstaff,sothatyouareatleasttenweeksoutfromtheelection.These
discussionsshouldleadtoawrittencampaignplan.Theexercisesyoucompleteinthis
workbookshouldgoalongwaytowardgettingyoutoasolidwrittenplan.
Fundraising:Yourfirststepinrunningacampaignistoapproachyourbiggestdonors
personallyandtomountagrassrootsfundraisingcampaignforsmallerdonations.You
needtodothisfirstsothatyoucangetanideaonhowmuchyourcampaignwillhave
tospendandthelevelofcampaigningyoucanafford.Youwillcontinuetofundraise
throughoutthecampaign,butyoustillneedtostartoffwithsomemajorfundraising.
Waystodothisarelistedinaseparatesectionbelow.
Campaignmaterials:Youmustdesignandorderyourcampaignmaterialsfarenoughin
advancethattheyarevisiblelongenoughbeforetheelectiontomakeadifference.You
HowtoConductaSuccessfulCampaign
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alsowanttoavoidrushcostsonprintingwhenyouorderthesematerials.Youusually
cannotputoutyardsignsmorethan30orsodaysbeforeanelection,butyoushould
addatleastamonthinbeforethatopeningdayfortheprocessofwritinganddesigning
thesematerialsandhavingthemprinted.Thismeansyoushouldbeginworkingon
campaignmaterialsatleasttwomonthsbeforetheelection.
Findingvoters:Withyourcampaignmaterialsintheworks,itistimeforyoutotakea
verycloselookatthevoterbaseinyourcommunityandfigureoutwhoyourvotersare
andhowyoucanreachthem.Youshouldstartthisstepnolaterthanfourweeksout
fromtheelectionandyoumusthitthegroundrunningcontactingvotersfromDayOne
ofEarlyVoting.
Gettingoutthevote:Youhavealotofdoorstoknockonandalotofphonecallsto
make,nomatterwhatofficeyouarerunningfor.Youcannotgettoeveryone,andthe
closeryouwaittogetstartedthemorerushedyouwillbe.Atthesametime,people
haveshortmemories.Foralocalcampaign,thebestapproachistostartcontacting
votersandattendingeventsandgettingyournameoutaboutsixweekstoamonth
beforetheelectionorprimary.
ElectionDay:YouandyourvolunteersmustbepreparedtoworkalldayonElection
Day,andtherearemanythingsyoucandothatdaytogetpeopletovoteforyou.
FollowUp:Winorlose,therearethingsyoumustdoaftertheelectionisoverto
increaseyourchancesofgettingelectednexttimearound.
Theseareyourbasiccampaignstepsandplanningforthemshouldbepart
ofyourcampaignplan.Nowlet'stakealookatsomeofthemost
importantstepsandyouroptionswithinthemmoreclosely...
HowtoConductaSuccessfulCampaign
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Findoutyourlocalelectioncalendarandkeydatesforfilingyourcandidacyfromyour
town/cityclerkorthelocalboardofelections.Stopbytheofficeinpersonandaskfora
copyofallfilingdocumentsandrequiredcampaignreportssoyoullknowwhat
informationyoullneedwhenyouformallyfileinperson.Ifpossible,getyourhandsona
copyofthemanualofelectionslawthatwillapplytoyourcampaign.
Signupforallthecandidatetrainingsyoucanfind.Theyreoftenfreeorhaveasmall
fee,andcangiveyouideasandputyouintouchwithpotentialsupporters.Inaddition
toopportunitiesyourstatepoliticalpartyprovides,theremaybelocalornational
activistorganizationsofferingtrainingsessionsinpersonoronlineandyourlocalboard
ofelectionsmayoffertrainingaswell,especiallyinfilingyourcampaignfinancereports.
Therearealsotonsofresourcesandideasonlineforcandidates.Ifyoudonothavea
computerathome,youcanfindoneatthelocallibrary.
Visityourlocalboardofelectionsandaskforamapofyourdistrict,thepolitical
calendarfortheyear,andanycampaignmanualtheymayhave.Youshouldalsobeable
toaskforandreceiveadatafileofvotersinyourdistrictforanominalfee.Ahardcopy
isbetterthannothing,butanelectronicfileisbestforyourpurposes.
Fileyourcandidacyontimeandfollowwhateverprocessisappropriatefortheoffice
youareseeking.Yourlocalboardofelectionscantellyouwhatthisis.Youmustdothis
withinthetimeperiodannouncedoryounamewillnotbeontheballot.
Makesureyouunderstandallcampaignfinancelawsandotherelectionlawsthat
apply.Again,visityourlocalcountyboardofelectionsforguidance.
Driveyourdistricttogetafeelforitsvariousneighborhoodsandnotewhichones,if
any,arewalkablefordoorknocking,findoutwherethecondominiumandapartment
communitiesare,andseeiftheyallowaccessforpoliticalpurposes.
Findoutwhatothercandidateswithyourpoliticalaffiliationhavefiledforracesin
yourcommunityandmeetwiththem.Someofthemmayhaverunforofficebeforeand
canoffervaluableexperience.Thiswillbemucheasierifthereisnocontestedprimary.
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Askpeopletoserveonyourcorecampaignteam,thenassembleforaninitialmeeting
todiscussyourcampaignmessageandstrategicplanandtoidentifypotentialdonors
andvolunteersimmediately.
Giventhestepsoutlinedabove,takeamomenttowritedownalltheinformationyou
needbutaremissingtogetyourcampaignoffontherightfoot.Doyouknowwhere
togotofile,whereyourlocalboardofelectionis,whoyourlocalpoliticalleadersare?
Listthequestionsyouhavebelow,alongwiththenamesofpeopleyouneedto
contacttogettheinfoyouneed:
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Nowit'stimetogotothenextstep:campaignstrategyandmessaging.
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Next,inverygeneralterms,describewhatyouwoulddotomakethischangehappen:
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Listtheoverallbenefitstoyourcommunityshouldthesechangestakeplace:
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Withthisinformationinmind,fillintheblanksinthefollowingstatementonthelines
providedbelowit:
Ibelievethatourtownneeds(listtheoverallbenefitstoyourcommunityofthechange
youenvision)andwecanaccomplishthatifweworktogether.Togetthere,weneedto
(listthemainthingsyouthinkneedtochange.)Icanmakethathappenbecause(briefly
stateyourcommunityexperienceorbackgroundthatqualifiesyouforthisjob.)
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Theinformationyouputdowninthissectionshouldbethebasisforyour
maincampaignmessage.Takeittoyourcampaignteam,reviseittomake
surethelanguageisactionorientedandsings,then
commitittomemoryandrepeatoften.
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Keep it simple.
Noticethatyourcorecampaignmessagedidnotincludehowyouintendedtomake
yourvisionreal.Howyouintendtomakeithappenissomethingyouwilltalkaboutin
responsetovoterquestions,indebatesorduringinterviewswithreporters.Most
peopledon'thavealongenoughattentionspantocare.Theyjustwanttoknowwhat
youbelieveinandgetasenseofwhatyourvaluesare.
Keep it positive.
Onthenationallevel,peoplegetalotofmediaattentionforattackingtheiropponents
andfosteringfearanddivision.Thistypeofbehaviorisamplifiedbymediaoutlets
seekingtobuildratings.However,thisapproachdoesnotworkwellatallonthelocal
level,wherethepersonyouareattackingmayverywellbearelativeorfriendofthe
voteryouaretryingtoreach.Inaddition,peoplearewearyofbickeringandpartisan
mudslingingoneverylevelofAmericanpolitics.Theyarelookingforleaderswhocan
paintapositivevisionandleadthemthere.ThinkofBillClintonwhenhefirstranfor
office:hewastheunderdogandhewonbecauseheraninthemiddleofaneconomic
downturn,paintedabettervisionofwhatAmericacouldbeandconvincedpeoplethat
hewasthepersontotakethemthere.Itmaybedifficulttoholdyourtemperandto
resistthetemptationtomakenegativestatementsaboutyouropponentorcurrent
government.Butifyougivein,youwilllikelylosemorevotersthenyouwillpickup.
Ifyouthinkyouneedmorepracticeatthinkingpositivelyandmanypeoplerunning
forofficedo,sincetheyfeelverypassionatelyabouttheirideasthentakeamoment
topracticeframingstatementsinamorepositivelight.Threestatementsarelisted
below.Howwouldyousaythesamething,butinamorepositiveway?
Wehavebeenwastingourtown'smoneyonthingsthatdonotmatterandonly
benefitthefew.
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Ourchildrenarefailingtheirstandardizedtests,ourschoolsresourcesaredisgraceful
andthepoorestkidsarepayingthemost.
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Ourtownisdyingandsmallbusinessesaregoingunder.Wemustfindawaytosave
ourlocaleconomicbase.
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HowtoConductaSuccessfulCampaign
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Ifyouhavebeenpayingattentiontolocalpoliticsorifyouaregoodatreadingpeople,
chancesareverygoodthatyoucanalreadyguessthetypeofthingsyouropponentis
likelytosay.Asyouclarifyyourplatformandmessaging,nowisagreattimetothink
aheadandfindpositivewaystorespondtoanymudyoususpectyouropponentmay
sling.Listthecampaignthemesyouhaveheardfromyouropponentbelow,thenbriefly
jotdownaresponseand,ifnecessary,reviseittocomeupwithanevenmorepositive
wayofframingyourresponseinawaythatillustratesyouarealeader:
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GoodMessagesareCONCISE.Godirectlytothepoint.Avoidcomplicatedjargon.A
goodmessagecanbeexpressedinafewphrases.
GoodMessagesareCLEAR.Usestarklanguage.Leavenodoubtaboutwhosesideyou
areon.Youneedthefreepressyouwillbegettingtocomplementandreinforcewhat
youaresayingThiscanonlyhappenifyouareclear.
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GoodMessagesareCONSISTENT.Repeat,repeat,andrepeat.Votersarebarragedwith
asteadystreamofconflictinginformationeveryday.Youhaveaverysmallwindowof
opportunitytoreachthevoter.Havingmultiplemessagesdilutesyourabilitytodelivera
consistenttheme.Youmuststayonmessageandrepeatthatmessageoverandover
andoveragain.
GoodMessagesareCONVINCING.Never,never,neverlie.Noshorttermadvantage
gainedthroughlyingisworththelossofcredibilitythatoccurswhencaughtinalie.But
alsorememberthatthetruthisnotenough.Votersmustbelievewhatyouaresaying;
youmustbecredible.Youriskyourcredibilitywhenyoutrytoconvincevotersof
somethingtheydonotbelieveinordonotcareabout.Isyourmessageabout
somethingtheycareabout?Ifnot,moveontoanothermessage.
GoodMessagesdrawaCONTRAST.Yourgoalistodrawadistinctionbetweenyouand
youropponent.Votersneedtohaveabasisonwhichtodecidewhotovotefor.Your
jobistoprovidefavorablecontrast.Thepractices,policies,andhistoryoftheincumbent
aretheretohelpyoureinforceyourmessage.Evenwhenyourresponseinvolves
complexpublicpolicyissuesandpositions,yourjobistoclearlyestablishinthevoters
mindaclearimpressionaboutwhoyouareandwhatyoustandforsothattheycansee
ifyousharetheirvaluesandbeliefs.
Whoisyouroppositionandwhatadvantagesdotheyhaveoveryou?Howmuch
moneyaretheylikelytohavefortheircampaign?
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Howmuchtimedoyouasthecandidateorkeystaffmembershavetodevotetoyour
campaign?Areyouallholdingdownjobsinadditiontocampaigning,orareyou
availabletocampaignfulltime?
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Whoareyourkeyallieswhenitcomestogettingelected?Whatgroupsarelikelyto
supportyourcandidacyandwhatinfluentialindividualsinyourcommunityarelikely
tosupportyourcandidacy?
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WhatlocalgroupsorPACsdoyouneedtowinoverinordertogainvotesand
donations?Howcanyougoaboutwinningtheirsupport?Areyouwillingtogivethem
whattheymaywantinreturnfortheirsupport?
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Whoareyourbiggestlikelydonors?Youmayhaveworkedonthisearlierinthis
workbook,lookbackandlisttheirnamesbelowalongwithanyothernewnamesthat
occurtoyou.Thesearethepeopleyouneedtocontactpersonally:
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Thinkbacktopastlocalcandidateswhoeitherlostduetospectacularerrorsintheir
campaignorunexpectedlywon.Whatdidtheydowrongandwhatdidtheydoright?
Whatcanyoulearnfromtheirexample?
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Whatlocalmediaandcommunityoutletscanyouusetogetinformationaboutyour
candidacyacross?Firstthinkofallthefreeoutletsatyourfingertips,includinglocal
newspapers,freecommunitynewspapers,radiostations,librarieswithbulletinboards,
andothergatheringplaces.Listthepaidoutletsseparatelysinceyouwillhaveto
evaluatewhetheryouhavethemoneyforthematalaterdate.
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Howmuchtimedoyouhavetocampaignbeforetheelection?
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Arethereanyotherpeoplerunningforofficewhomightwanttojoinyouatcampaign
eventsorrunonaninformalticketwithyou?Areyoucertainthattheirassociation
withyouwillbe100%positivegiventheirbackgroundandyourvotingbase?
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Whichneighborhoodsorgroupsofvotersmustabsolutelyturnoutandvoteforyouin
orderforyoutowin?Listthembelow.Thesepeoplewillbeyourprioritytargetswhen
itstimetogetoutthevote:
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Whichpeopleorgroupsareunlikelytosupportyounomatterwhatyousayordo?List
thesegroupsbelowandletthemgo.Youhavemoreproductivethingstodo.
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Doanyofyoursupportershavespecialtalentsorabilitiestheycouldcontributeto
yourcampaign?Forexampledoyouhaveafriendwhoplaysinaprettygoodbandora
friendwhoisacaterer?Bothcouldhelpatafundraisingevent.Doyouknowaprinter
whomightgiveyouabreakonyourprintingcosts,orsomeonewhoownsataxiservice
andcouldhelptakepeopletothepolls?Rememberthatyoucannotaskachurchtouse
itsresourcestohelpyou,soyoushouldnotaskforuseofchurchbusesortheirfacilities
foryourcampaign.Also,donationsofgoodsandprofessionalservicesmustbereported
ascampaigndonationsjustlikecashdonationsare.
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Doyouknowanyonewhoranforofficebeforeyouwhomightgiveyouaccesstotheir
listofsupportersorvolunteers?Ifthepersonisnotrunningthistime,heorshemay
bewillingtogiveyouthatinformationaswellasadvice.
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Yourcorecampaignmessages.
Howyouintendtofundraise.
Whatcampaignmaterialsyoucanproduce.
Howyouwillidentifyvoterstoreach.
Howyouwillgetyourmessageouttovoters.
HowyouintendtoGetOuttheVote.
WhatyouplantodoonElectionDay.
Whatyouwilldoandsayoncetheresultsoftheelectionarein.
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Fundraising
Fundraisingiscriticaltoyourcampaignssuccess.Withoutmoney,youwillnotbeable
togetthewordouttovotersthatyouexistandthattheyshouldvoteforyou.Beyond
that,itisunlikelyyouwillbeelectedunlessyouhavethesupportofpeoplewhoare
willingtoputtheirmoneybehindyou.Regardlessofwhattechniquesareused,the
mostsuccessfulcampaignstargettheirfundraisingefforts,eventsandphonecallsto
specificlevelsofdonors:small,mediumandlarge,withthecandidatealwayspersonally
contactingpotentialbigdonorstoaskfortheirsupport.
FriendsandFamily:lookforcampaignstartupfundsbyaskingpeopleyouknowbest
familymembers,friendsandbusinesscontacts.Getoutyouraddressbookandholiday
cardlistandstartdialing.Ifyouareembarrassedtoaskformoneydirectlyfrompeople
youonlyknowslightly:getanotherfamilymemberoracampaignvolunteertodoitfor
you;writeeachpersonapersonalizedemail;orsendoutafundraisingletter.Butyou
willhavetobetheonetocallanypotentialbigdonors.Otherwise,youareunlikelyto
illicittheirsupport.Listwhoyouplantoapproachinbelow:
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PastDonors:Ifyouverunforofficebefore,contactallpastdonors,whetheryouwon
orlost.Ifyouareanewcomer,aretiredpoliticianwhosharesyourviewsmaybewilling
togiveyoutheirdonorlist.Yourlocalpoliticalpartymayalsobewillingtosharetheir
membershiplistwithyou.Listpastdonorsorsourcesofpastdonorsbelow:
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YourOpponentsEnemies:Incumbentsandwellknownpoliticiansalwayshaveenemies
whowanttoseethemdefeated.Theymaygiveyoumoneyoraccesstoadonorlist.
Approachthempersonallyandpresentyourselfasanalternativetothecandidatethey
dislike.Listpossiblepeopletoapproachwhofallintothiscategorybelow:
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FriendsFriends:Peoplegivemoneywhensomeonetheyknowandtrustasksthemfor
itpersonally.Bringyourfamily,friendsandclosecontactstogetherandaskthemto
solicitdonationsonyourbehalffromwithintheirownextendedfamilyandbusiness
circles.Thinkoutsidethebox!Theydonothavetohaveaccesstoformalgroups.Ifyour
sisterbelongstoacoupleofbookclubs,shecanaskothermembers.Ifyouruncleowns
abarbershop,hecansetupadonationboxforyouathisshop.Ifafriendisaregularat
alocalbar,heorshecanaskotherpatronstochipin.Likewiseforchurchmembers!The
possibilitiesareendless;thekeyisthatsomeonetheyknowasksforthedonation.List
family,friendsandcontactswhomayhaveaccesstogroupsofotherpeoplebelow:
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Askpeopleyouknowtohostcoffeeorsmallhouseparties:theypayforthe
refreshmentsandtakecareoftheinvitationlist;youshowuptotalkaboutyour
candidacyandtoaskforcampaigndonations.Besuretohaveformsonhandso
peoplecanfilloutthepropercampaignfinanceinformation,ifneeded.
Makefundraisingphonecalls:aneffectivewaytoraisefundsistogetyour
handsonasmanymemberdirectoriesaspossiblethoseoflocalchurches,civic
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groups,employees,faculty,etc.Onceyouhavethem,youandyourvolunteers
shouldgothroughtheselistsandflageveryoneyouortheyknowpersonallyand
callthemandaskforacampaigncontribution.Iftimeallows,youcanalsohave
themcoldcallpeopleonyourbehalf,butthisonlyworksifyouortheyhave
someconnectionwiththepersonbeingcalled:yougotothesamechurch,you
workforthesamecompany,youliveinthesameneighborhood,etc.Italsohelps
tosetatargetforeachpersonyouareplanningtocall.Justhavepeoplejot
downwhattheythinkthatpersoncanaffordtogive,andaskforthatspecific
amount.Agoodstrategyistoaskforalittlemorethanyouthinkpeoplewill
give.Thatgivesthemtheroomtoofferyouless.Manypeoplewillofferless;no
onewilloffermore!Successfulfundraisingcallsareshort.Tellthepersonwhois
calling,whyyouarecalling,whyyouarerunning,whyyouneedthemoneyand
askforadonation.Andremember:itsonlyweirdifyoumakeitweird.Themore
youpractice,themorenaturalitwillfeelandsound.
OnLineOutreach:Tofundraiseonline,firstsetupaPayPalaccountthathasan
emailaddresstiedtoyourcampaignandthatgoesintoyourcampaignbank
account(ifyouchoosetosetupone).Besureyouaskpeopleforallrequired
legalinformationiftheydonateonline,orattheveryleastaphonenumber
wheretheycanbecontactedtoprovidetherequiredinformation!Youcanthen
postthislinkonyourwebsiteandsendoutemailsrequestingdonationswitha
directlinktowheretheycangiveviaPayPal.Butbesuretoalwaysincludeasnail
mailaddresswherepeoplecanmailinchecksandalwaysencouragerecipients
topasstheemailrequestalongtotheirfriends.Donotexpectmuchfromthis
technique,anddonotuseitunlessyouhaveanInternetsavvyvolunteeranda
goodemaillisttotryitouton.Otherwise,itwillnotbeworthyourtime.
Socialmedia:YoushouldsetupaFacebookgrouppageforyourcandidacyand
includeabuttonorlinkoffofittoyourPayPalaccount.Bydoingthis,youmay
beabletoraisealittlemoneyusingsocialmedia,butthetruthisthatfewpeople
havehadsuccessusingsocialmediatofundraiseunlesstheyalreadywere
backedbyagreatmanypeoplewillingtoreposttherequestandwhoalready
hadthesupportfrompeoplewhoweresimplyusingtheconvenienceofgoing
onlinetocontribute.Ifpeopledon'tknowyou,theyareprobablygoingtohave
tomeetyoubeforetheyopenuptheircheckbooks.Tomaximizeyourchancesof
raisingmoneyusingsocialmedia,updateyourWallpostsfrequently,askpeople
toLikeeachstatusupdateanduseFacebookprimarilytopublicizeinperson
fundraisingeventsthatputyoufacetofacewithpeople.
PlanaKickOffEvent:Soonafterannouncingyourcandidacy,holdacampaign
kickoffeventtoinjectmoneyintoyourcampaigninitsearlystages.Thiscan
giveyourcampaignmomentum.Chargeamodestadmission,ifyoucan,asyou
aremorelikelytogetfundsthatwayratherthansimplypassingthehat(best
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choice=doboth!).Themostsuccessfuleventsaresimpleones:afishorpancake
dinner;apartywithaband;aneventtohonorabelovedretiringincumbent.
Youcanalsosponsorothereventsthroughoutyourcampaign,butdonotincur
heavyexpensesputtingonanyevent!Ifyoucantfindfoodorentertainment
thatwillbedonated,thinktwice:thecostoffancyeventscanspiraloutof
control,asanyonewhohaseverputonaweddingknows,andthatcouldcripple
yourcampaignfromthestart!Youshouldalsobesuretoadvertiseyourevent
relentlesslyifyouwantittobesuccessful.
Regardlessofhowyouraisefunds,alwaysfollowup!ThismeansthankingALLdonors
andkeepingtopdonorsinformedoftheprogressofyourcampaignwithinsider
informationthroughbulletinsoremailnewsletters.Thishelpstopdonorsfeellikethey
arepartofyourcampaign,whichencouragestheircontinuedsupportrightupto
ElectionDay.Ifyouthankandfollowup,youwillbeabletocontactdonorsatthe
beginningofacampaign,againinthemiddle,andintheclosingdaysofthecampaignto
askformoremoneywithoutembarrassment.
Thinkofyourtown,yourcircleoffriendsandyourresources,thenlistfundraising
ideasyouthinkwillworkbestforyoubelow.Dontlimityourselftowhatisdescribed
inthisworkbook.Youmayhavesomegreatideasofyourown:
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Campaign Materials
Theendgoalofcreatingandpayingforcampaignmaterialsisnamerecognition.There
aremanydifferentwaystogettheirnameandyourcoremessageout,andwhatyoudo
willdependentirelyonyourbudget.Someoptionsarelistedbelow,alongwithsome
ideasforwaystogetyournameoutthereifyouhavevirtuallynomoneyatall.Takea
lookatthemandevaluatetheprosandconsofeach,givenyouravailabletime(you
mustordermanyoftheseinadvance!)andstaffresources,thencheckoffthosethat
appealtoyouthemostsothatyoucandiscussthemwithyourcampaigncircle.
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Businesscards:asimplecardwithyourname,whatofficeyouarerunningfor,your
campaignsloganandyourcontactinfoisveryusefultohaveandtheyarecheap.
Givethemouttoanyoneandeveryoneyoumeet.Buyonlineataplacelike
www.vistaprint.comorhavethemprinteduplocally.
Issuestatements:ifahotissueorsetofissuesdominatesyourcampaign,itcanbe
veryeffectivetodevelopanissuespecificflyerthatoutlinesyourtakeonthe
problem,howyouwouldsolveit,yourcredentialsinsolvingitandaskspeopleto
voteforyou.Thiscouldbeapostcardsizedstatement,halfalettersizedpageora
fullsheet.Thesearegreattohandoutatdebatesandgatheringsandcanbeuseful
whendealingwiththepress.Thesecanbecheaplyprintedatanycopyshop.
Campaigneventsigns:youcangetbanners,largesignsandmagneticcarsigns
surprisinglycheaponlineandyouonlyneedtoorderoneortwoofeach.Alarge
bannercoulddecorateyourcampaignheadquarters,formthebackdropfor
campaignevents,andbeusedwhenyoumarchinparades.Largesignscanbeplaced
intheyardsofsupporterswholiveonbusyintersections,orusedinsimilarwaysas
thebanner.Amagneticcarsigncanbeagoodattentiongrabberforyourown
vehicle.Checkoutthelatestpricesonline,mostplacesletyoudotheartasyou
order.Besuretotakealookatwww.halfpricebanners.com.Youcangeta2X5
colorbannerforonly$20plusshippingthere.Thatsthesizeofatypicallongtable
usedateventsandgatherings.
Eventhandouts:ifyouwantsomethingsmalltoslipundercarwindshieldsatbig
gatherings(ballgames,Sundaychurch,streetfestivals)orhandoutatevents,you
canhavepostcardsprinted(evenfullcolorglossyonesarerelativelycheap)with
yourphotoandcorecampaignmessageonthem,orusepalmcardsthatarethesize
ofpostcardsbutcanbeprintedoncardstockatalocalcopyshoporevenathome.
SampleBallots:ifyouarerunningwithothercandidatesonaninformalslate,you
maywanttohavesampleballotsprintedupwithyournamesprecheckedoffanda
statementofwhatevergroupsareendorsingyouonthesampleballot.Besureto
askyourlocalboardofelectionsaboutanyspecialregulationsorrulesthatapply
whenyouarecreatingsampleballots!Thereisnoneedtohavetheseprinted
professionally,andyoushouldfeelfreetoaskvoterstorecyclethemafterthey
haveusedthematthepolls.
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rushprintingandshippingcosts.Ifyouareshortoncash,chooseonlyonecolorto
beprintedonawhitebackgroundwithreverselettersforyouryardsigns.Itsaves
printingcostsanditmakesaboldstatement.OnegoodNCbasedsourceforyard
signsiswww.capitolpromotions.com.However,therearemanyotherserviceseasily
foundonline.
Canvassingmaterials:ifyouhavethemoneyandplantowalkdoortodoor,orhave
volunteerswillingtocanvas,speciallyshapeddoorhangerscanbeprintedthatare
easytoslipoveradoorknob.Theseareavailableatavarietyofonlinesources,but
unlessyouplantousealotofthemtheymaynotbecosteffective.Youcanget
severalthousandforabout$600.Thepoormansalternative:printoutasimple
flyer,rollitupandthentapeorstaplearubberbandtooneedgeofit.Loopthe
rubberbandoverthedoorknobandlooselybackoveryourflyertokeepitinplace.
Ifyoutargetcorrectly,mailingscanbeveryeffective.Thesearetypicallypostcards
senttospecificzipcodesorhouseholds,publicizingyourcandidacyandplatform.
Yourgoalistoenergizeyourbasetovote;nottoconvinceindifferentpeopletovote
foryou.Theyshouldbetimedtoarriveinpeoplesmailboxesnolaterthanthe
FridaybeforeElectionDay,andthatmeansgettingtheartworktoyourmailing
houseatleastfourweeksbeforetheelectionifyouwantthemtoprintthe
postcardsforyou!Amailinghousewillhandlethesortingandmailingofyour
postcards,savingyoumoneyonpostage,andoftenwillalsoprintupthepostcards
foryou.Thiswillbethemostexpensivestepinyourcampaign.Forexample,in2008,
amailingsentouttoaround10,000peoplecost$3,000forprinting,postageand
mailingservices.Ifyouusealarge,nationalservice(www.vistaprint.comor
purepostcards.com),youwillneedtoprovidethemwithamailinglistintheformof
anExcelspreadsheet.Ifyouuseamorelocalservice,andtheycanoftenmatchthe
priceofthelargerhouses,theymaybewillingtogeneratethelistonyourbehalf
andapplytheirownpoliticalstrategytowhoyoutarget.OnegreatNCbased
politicalmailingserviceis:
ErnieThurston
NCVOTERCODE
8282522585
Cell:8282802234
eswisst@gmail.com
www.NCVOTERCODE.COM
Ernieisespeciallygoodifyoudonothaveadatabaseexpertonyourcampaignstaff.He
cansliceanddiceyourlistbasedonyourcompetitionandlocaldemographics,and
recommendwhichvoterstomailto,dependingonhowmuchmoneyyouhave.
ElectionDayhandoutsatthepolls:youcanprintspecialhandputsaskingpeopleto
voteforyouoryoucansimplyuseoverrunsofanymaterialsyouhaveleftoverfrom
campaigning.Puttheminplasticbagsforeachpollingplace,givingalargersupplyto
thelargerpollingplaces.Themainthingistogetyournameinpeopleshands.You
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andyourvolunteerscanpolitelyaskpeopletoreturntheseitemswhentheyare
donevotingandyoursupplywilllastlonger.
Printedbuttonsandbumperstickers:Commerciallyprintedbuttonsandstickers
(bumperorlapel)areonlyagoodideaifyouareabletoraiseenoughmoneyto
easilypayforyourothermaterials.Thepricefortheseitemsrunsthegamutand
dependsoncolorsusedandsize.Inmanyways,theyaremoreusefulformaking
supportersfeelgoodthanforgettingyounewvoters.
Othercampaignswag:allofthefollowingitemscanbeusedtogetthewordout
abouttheircampaign.Youcanbuythemonlineatdozensofdifferentplaces,and
mostallowyoutodesignasyouorder.Shouldyouusethem?Ifyouhavethemoney
orifsomeoneisofferingtobuythemforyou,sure!Justdontspendmoneyonthese
itemsattheexpenseofyourcorecampaignmaterials:
Balloons
HandheldFans
Litterbags
MagneticBusinessCards
PencilsandPens
TShirts(goodasrewardsforvolunteers!)
Decideonyourslogan,yourtypeface,andyourmessagebeforeyouprepareany
materials,soyouhaveaconsistentlookandconsistentmessaging.
Getaprofessionalorverygoodcolorphotoofyourselftogivetothemediaandto
useinyourcampaignmaterials.Somecandidatesliketoposewiththeirfamily.A
goodphotographsignalsthatyouareaseriouscandidate!
DontforgettofactorinhowALLmailingsandliteraturedropsfortheentire
campaignwhenyouconsiderquantityforyourprintorders.Ordermorethanyou
thinkyoulluseandhavecopiesonhandeverywhereyougo.Themoreyouorderat
once,thelowertheperpiececostwillbe.
Ifitisimportanttoyourbase,besuretouseaunionprinterforallofyour
commerciallyprintedmaterials.Theywillbelookingfortheunionbugwhichisa
smallsymbolplacedonallunionprintedmaterials.
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Borrowpeople'sfrontyardsorthesidesoftheirbarnsforlargehomemadesigns:
ifyouhaveaccesstofreespaceatabusyintersectionoracriticalpointintown,
thentakeadvantageofit.Evenahandpaintedsignwillgetyournameoutthere.
Standonastreetcorner:identitytheintersectionsintownwiththemosttraffic.
Parkyourselfoncornersduringrushhour,holdingasignannouncingyourcandidacy
andtheofficeyouarerunningfor.Havefun.Addahonkifyouarevotingforme
messageand,iftheofficeyouarerunningforhasanypowerovertraffic,besureto
includeIfelected,Illgetridofthesedailytrafficjams!toit.
Piggybackonyourparty'sefforts:ifyoubelongtoapoliticalpartyandyoufollowed
anearliersuggestiontovisitlocalleadersandaskfortheirsupport,youmaybeable
topiggybackonanyflyersorotheradvertisingyourlocalpoliticalpartydoes.Ifno
oneelseissuggestingit,thenyoushouldcertainlysuggestthattheypreparea
sampleslateandpassedoutatthepolls.Manypeoplewillvoteasinstructedby
theirpartyandyouwantyournametobeonthatendorsementlist.
Takeadvantageoffreesamples:rightnow,manyoftheonlinepostcardand
brochureprintersaresodesperateforbusinessthattheyaregivingawayupto50or
100samplesatatime.Youcansignupforfreesamplesfromthem,andtheywill
thentrytosellyoumorecopies,butifyouholdfirmyouwillatleasthaveasmall
supplytoworkwith.Usuallyyoucangetthesamplesforfreeorforasmallshipping
charge.Sometimestheyevenwaivetheshippingcharge.Visitwww.vistaprint.com
orwww.purepostcards.comtoseeiftheyhaveanyfreesamplesavailable.
Makeaspectacleofyourself:ifyouareanextrovert,withnomoneyforcampaign
materials,thenyouweregoingtohavetobeyourownwalkingbillboard.Slapabig
signonyourcar,showupforeverysinglepossiblecommunityeventandgathering,
fromthefarmersmarkettoeverychurchserviceyoucanpossiblywranglean
invitationto,wearabigcampaignbuttonforyourselfandjustgetoutthereand
shakeasmanyhandsasyoucan.Alocalelectionmaybetheoneopportunityleftin
Americawhereshoeleatherhasahopeoftriumphingoverbigbucks.
Turnuptheheat:ifyouareanoutsiderrunningagainstanentrenchedincumbent
andyouareoutmannedandoutspent,thenyoumayhavenothingtolosebybeing
soaggressivethatyougetmorethanyourfairshareofmediacoverage.Yourisk
alienatingvoters,butyoumayendupgettingenoughheadlinesornamementions
togiveyousomeincreasedvisibilityandashotatwinningiftheincumbentis
dislikedenough.Justbesureyouneverslideintothekookycandidatecategoryby
havingthefactstobackyourpositions,bybeingprofessionalandcourteousinthe
wayyouarticulatethemandbyemphasizingyourprofessionalbackgroundoften.
Withhowyoucanreachtheminmind,letstalkabout
findingtherightvoters
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Finding Voters
ItisimportantforyoutoidentifyyourbasebeforeyoubeginyourGetOutTheVote
campaign.Thiswillallowyoutofocusyoureffortswheretheywilldothemostgood.
Identifythevotersyouaretryingtoreachbycontactingyourlocalboardofelections
andrequestingalistofvoters.Usually,itwillbegiventoyouasanExcelspreadsheetor
otherdatabase.Youmayhavetopayasmallfeeforit,suchas$25.Thislistispublic
informationandmustbeprovidedtoyoubylaw.Noteveryoneonthelistwillhavea
phonenumber,butyouwillbeabletoseethenameandaddressofallpeople
registeredtovoteinyourcounty.
Ifyouareluckyenoughtobelongtoasupportivelocalpoliticalparty,youcanalsogoto
themandaskthemtousetheiraccesstotheVoterActivationNetwork(VAN)to
generatealistofappropriatevotersforyoutocontact.Theeasiestthingtodoistoask
foralistofpeoplesharingyourpoliticalaffiliation,alongwiththeircontactinfoand
votinghistory,andthenaskforaseparatelistofUnaffiliatedvotersinyourdistrictwith
thesamedetails.
Hereiswhatyoushoulddowiththelistorlistsyouobtain:
1. Gothroughthelistandmarkoutoreliminateallvoterswhobelongtoapolitical
affiliationunlikelytosupportyourplatform.Putthesenamesaside.Youwillonly
botherwiththemifyouinexplicablyfindyourselfwithextratime.
2. Taketheremainingvoters,whichshouldincludepeoplewhobelongtothepolitical
partylikelytosupportyourplatformorwhoareUnaffiliated.Thesearethepeople
youwanttoreachwithyourmessage.
3. Thevotingrecordofeachpersonwillbelisted.Identifythosevoterswhoshareyour
politicalaffiliationandwhoalwaysvoteinanelection,nomatterwhat.Theseare
thefirstpeopleyoushouldcontact.Youmustcontactasmanyofthemasyoucan
theyaregoingtothepollsandyouwantyournameintheirheadwhentheydo.
4. Next,identifythosevoterswhoshareyourpoliticalaffiliationandwhoonlyvotein
majorelectionslikeinpresidentialyears.Thesearethepeopleyouwanttocontact
asyoursecondpriority,especiallyifyouarerunningin2012.
5. TakeyourUnaffiliatedvotersandflagthosewholiveinneighborhoodsthatare
knowntobefavoredbypeoplewhoshareyourpoliticalaffiliation.Thesearethe
peopleyouwanttocontactasyourthirdpriority.
6. TakeyourUnaffiliatedvotersandflagthosewholiveinneighborhoodsthatcouldgo
eitherwayintermsofpoliticalaffiliation.Theseareyourlowpriorityvoters.
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1. Sitdownwithagoodmapofyourdistrict.
2. Identifythecoreneighborhoodswhereyouknowyoursupporterslivewithone
colorhighlighter.
3. Usingadifferentcolorhighlighter,shadeinbordersareas,orareaswhereyouthink
peoplewhowouldbelikelytosupportyourplatformlive.
4. Useathirdcolortoidentifyplaceswherealotofpeoplegatherregularly,regardless
ofaffiliation(LittleLeaguefields,communitycenters,libraries,etc.).
5. Thehighlightedareasarewhereyouwillconcentrateyourdoortodooreffortsor
handoutliterature,andwhereyouwillneedtomanpollingplacesonElectionDay.
Theimportantthingtoremember,regardlessoftheapproachyouusetoidentifyvoters,
isthatyouaretryingtoreachvotersalreadyinclinedtosupportyouandgetthemtothe
polls.Dontwastetimeonpeoplewhoholdopposingviews.Youhavenotimetowaste.
Withalistoftargetedvotersinyourarea,youarereadyto
movetothenextstepandstartgettingoutthevote.
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Note:itisextremelyimportantthatyoulearntothinkbeyondElectionDayandthat
youtakeadvantageofEarlyVoting.Gettingthosevoterswhohavespecialneeds,such
astheelderlyorlargegroups,tothepollsaheadoftimefreesyouandyourvolunteers
onElectionDay.DothisbyverifyingthetimesanddatesofEarlyVotinginyourcounty,
thenflaggingvotersyouwanttoencouragetovoteearly.Andbesuretotellallvoters
abouttheEarlyVotingandSameDayRegistrationoptionasyouconductGOTV,since
manypeoplehavedifficultygettingoffworkonElectionDay.
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YourGOTVcoordinatororcampaignmanagershoulddecidewhichvotersaretobe
calledeachnight.Phonebankersshouldmakethecallsinpriorityorder.
Youcaneitherhaveorganizedphonebanks,heldatalocationwithmultiplephones
lines(lawofficesaregreatforthis!)oratacentralgatheringspotwitheveryone
bringingtheircellphonestouse.Ifitsaniceday,thiscanevenbeoutside.
Youcanhavevirtualphonebankswhereyoutrustpeopletocallfromtheirhomes.
Justknowthatphonebankersworkingalonefromhomearetheleastreliable.Itis
unlikelythattheywillcompletealloftheircallsontheirown.
Recruittwiceasmanyvolunteersasyouneedtophonebank:peoplewhohave
neverphonebankedbeforeoftenthinkitisharderthanitisandwillnotshowup.
Considerusingpaidphonebankerstocallyourmostimportanttargetgroupof
voters,andthenusevolunteerstocallthelessimportantgroups.
Provideeachvolunteerwithasuggestedscript,butencouragethemtosayitintheir
ownwordsandtobenatural.Whenyouarephonebankinglocally,itismuchmore
effectiveforthephonebankertosay,"IamyourneighborandIsupport"thenitis
forthemtorattleoffwhatisobviouslyacannedscript.Besureallcallsendwitha
directrequestforthevotertocasttheirballotforyou.Donotaskthevoterwho
theyintendtovotefor:manyvotersfinditoffensivewhenaskedtorevealthis.
Makesureyoudivideyourphonebankinglistbetweenvolunteersandkeeptrackof
whohasbeencalled,soyoudonotmakemultiplephonecallstothesamevoter.
Peoplefindthisveryannoyingandyoumaylosetheirvote.
Ifthevoterisnothome,thereisnothingwrongwiththevolunteerleavinga
cheerful,personalmessagestatingtheirsupportofyouandaskingforthevoters
supportaswell.Often,thevoterwillthinktheyactuallyknowthevolunteerbut
cantquiteplacefromwhere.Volunteersshouldmarkontheirphonelistwhether
theywereabletospeaktothevoterorhadtoleaveamessage.Ifitturnsouttobea
verytightrace,youmaywanttocallbackvoterswhowerenotactuallyspokento.
Ideally,phonebankingshouldtakeplacebetween6:00PMand9:00PMatnightor
alldaySaturday(10:00AM9:00PM).Ifyoufallbehindandneedtocallduringthe
day,simplyaskyourvolunteerstoconcentrateoncallingvoterswhoareover65
first,astheyaretheonesmostlikelytobeathomeduringtheday.
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1. Ifyouarethecandidate,getupatthecrackofdawnandtobeatyourtown's
biggestpollingplacewhenthepollsopen.Youwanttocatchtheearlyvoters,you
wanttobedressedwell,andyouwanttoimpressthemwithyourpresenceandyour
dedication.Allyouhavetodoisstickoutyourhandandsay,"Iamsoandso,andI
amrunningfor[desiredoffice].Iwouldappreciateyourvote."Trustme.Theywill
rememberthatyouwerethere,early,showingyouwantedthejob.
2. Throughouttheday,beatthebusiestpollsyoucanfind.Ifyourcampaignstaffand
yourvolunteershaveyourcellphonenumber,theycancallyouandletyouknowifa
lineformsatapollorifitstartstobackup.That'sagreattimeforyoutoworkthe
lineandshakehands.
3. YourvolunteersshouldbeatalltheotherpollsasearlyaspossibleonElectionDay
withtwoofyouryardsignsintowsothatyournameisvisiblenearthemain
entrancetothepollfromeitherdirection.Yourvolunteersshouldhandout
literatureaboutyouthroughoutthedaytovotersenteringthepolls.Ifalldayisnot
possible,havethemcoverthepollsbeforework,duringlunchtimeandafterwork
untilthepollsclose.Alwaysassignyourpollworkerstotheirownpollsortoapolling
placewheretheyknowalotofpeople.Yourgoalisforthepollworkertoknowas
manyofthevoterspersonallyaspossible.
4. Forliterature,youcanhandoutapreprintedsampleballot(besuretofollowthe
rulesaboutsampleballots)orsimplyhandoutanyliteratureyoumayhaveleftover
fromyourcampaigningeffortstodate.Itdoesn'treallymatterwhatitis,solongas
itcontainsyournameandtheofficeyouarerunningfor.Ifyouarerunningina
nonpartisanrace,afewlinesaboutyourplatformmakeitplainwhatyourpolitical
viewpointis:usetheseinneighborhoodsyouknowwillsupportyourviewpoint.
5. Youareallowedtogointothepollsandaskorchecktoseewhattheturnoutisso
far.Ifturnoutlookssluggishinyourcriticalneighborhoods,youmaywanttosend
volunteerstoknockondoorsandencouragepeopletovote.Thisiscalledflushing
andbigcampaignsdoitallthetime.Yourversionmaybeassimpleashittingkey
communitygatheringplaces,andtellingpeopleyouneedtheirhelpandaskingthem
toalertotherstovote.Or,ifyoucanaffordit,youmaywanttorentasoundtruck
andhaveitdrivethroughyourcriticalneighborhoodsurgingpeopletovoteforyou.
6. Don'tforgetthatyourpollvolunteerswillneedfoodanddrinkthroughouttheday.
Assignonevolunteer,oraskamemberofyourcampaignstaff,todrivearound
bringingcoffeeanddoughnutsorlunchtoyourpollworkersiftheyareworkinga
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shiftlongerthantwohours.Atthesametime,thisvolunteercancheckturnoutfor
youperiodicallyandphoneitintoyouoryourcampaignmanager.
7. Don'teaseuponthephonecallsifyouhaveenoughvolunteerphonebankers.
Phonecallstovoterslikelytosupportyoushouldcontinuethroughouttheday.
8. Oncethepollsclose,yourpollworkersshouldmakesurethatallofyourcampaign
signsandliteraturehavebeencleanedupsoyoudontgetfined.
Somepeoplegototheexpenseofbookingaroomatarestaurantorgatheringatalocal
wateringhole.Othersjustjointhecrowdatthelocalboardofelections.Sometimes,
localpoliticalpartieswillhaveavotecountingparty.Whereveryouchoosetogo,bring
yourcampaignteamwithyouaswellasagracefulvictorystatementyoucanreleaseto
thepressifyouwin.Youshouldalsoplanagracefulexitstrategyintheeventthatyou
lose,andhaveashortconcessionspeechreadyforthepress.Winningofficecan
sometimesbealongtermprocess.Youmayloseoneelection,butbuildyourvisibility
towardthenext.Ifyoudolose,youwanttogooutlookinglikealeaderandyouwantto
setthestageforyournextrunatoffice.Andifyouwin,youwanttobeseenas
someonewhoisrespectfuloftheiropponentandreadytoleadinpositiveways.
WhereIwanttobeandthepeopleIwantwithmewhentheresultscomein:
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Nomatterwhat,remember:ittakescouragetorunforpublicofficeandtoexpose
yourselftothejudgmentofpeopleyoudonotknow.Justtostepforwardisagiftto
yourcommunity.Yourparticipationintheelectionraisesthedebatetoanewlevel,
especiallywhenincumbentsareaccustomedtorunningunopposed.Justbeinginarace
meansthatquestionswereaskedthatneededtobeasked.Whetheryouwonorlost,
youhavemadeadifference.
WhatIamgoingtodothedayafterElectionDay:
Begin writing thank you notes to all of my donors and volunteers. ________________
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