A Successful Campaign

How to Conduct
A Successful Campaign
A workbook for candidates and their
campaign staff members seeking to run
an effective local campaign on a budget.
HowtoConductaSuccessfulCampaign
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Workbook Contents
Campaign Clarity
Whyareyourunning?..................................................................... Page4
Whatareyourunningfor?............................................................. Page5
Whatdoyouhopetoaccomplish? ................................................ Page7
The Campaign Team

Findinggoodcampaignteammembers ......................................... Page8
Abarebonescampaignteamstrategy ........................................... Page9
Buildinganidealcampaignteam.................................................. Page10
Findingandkeepingvolunteers.................................................... Page11
Your Campaign Plan

Whattoexpect:anoverview....................................................... Page15
Campaignsetup ........................................................................... Page17
Strategicplanning ......................................................................... Page19
Campaignmessaging..................................................................... Page19
Fundraising .................................................................................... Page28
Campaignmaterials ..................................................................... Page32
Findingvoters............................................................................... Page37
YourGetOutTheVoteplan......................................................... Page40
ElectionDay................................................................................... Page45
Themorningafter ......................................................................... Page47
Your Questions .......................................................................... Page48
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Before You Begin

Commit These Three
Thoughts To Memory:
It takes courage to run for public office.
Win or lose, your candidacy will change

the campaign debate for the better.
Somebody has to win: why not you?!
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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.
1. Why are you running?

Peoplerunforofficeformanydifferentreasons.Somepeoplearedisgustedwiththe
jobthattheircurrentelectedofficialsaredoing.Othershaveobservedunfairpublic
policiesandtheywanttoseethemchanged.Somepeoplerunforthepoweritgives
them.Otherscareabouttheircommunityandwanttoseeitmoveintherightdirection.
Whenwasthefirsttimeyouthoughtaboutrunningforofficeorhelpingsomeonerun
foroffice?Doyourememberwhatitwasthathappenedtomakeyouthinkofthis
idea?Enterwhatcomestomindbelow:
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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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2. Are you running for the right office?
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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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!
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3. What do you hope to accomplish?
Let'stakeacloserlookatwhatitisyouhopetoaccomplishifyouareelected.Thiswill
beimportantwhenyoubegintocraftyourcampaignmessage.Earlier,youlistedhow
youwantedyourcommunitytochangeasaresultofyourservice.Takethoseideas
furtherandlistsomespecificchangesyouwouldmakeinprevailingpoliciesifyouwere
electedtotheofficeyouareseeking:
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Congratulations!Youshouldnowhaveaprettyclearideaofwhyyouare
runningforoffice,whatofficeyouarerunningforandwhatyouhopeto
accomplishifyouwin.Itisnowtimetotakealookatwhat
youneedintermsofacampaignteam
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The Campaign Team

Youcannotrunforofficeandwinonyourown.Youwillbekeptverybusyknockingon
doors,attendingeventsandcallingpeopleonthetelephone.Allofyourattentionwill
befocusedonputtingyourbestfootforwardinarticulatingyourcampaignplatform.
Youcannotbeexpectedtohandlethedetailsinvolvedinasuccessfulcampaignwhile
doingabunchofdetailorientedtasks.Therearealsolegalimplicationstoaccepting
donationsforacampaign,andyoucannotaffordtomakemistakes.Therefore,itisvery
importthatyoubeginnowtoidentifythepeoplewhowillhelpyourunforoffice.You
willneedacorecampaignstaffandagroupofvolunteers.
Note:Ifyouareconsideringservingonacampaignstaff,thissectionwillhelpyou
decidewhichpositionisbestforyou.
Howtousethissection:first,identifyapoolofpeoplewhomightserveonyourcore
campaignteam,thentakealookatthepositionslistedinthissectionandwhateach
staffmembernormallydoes.Afterreadingeachdescriptionandthejobsrequirements,
writedownoneortwopeopleinyourlifewhomaybeabletodothatjobforyou.
Note:Ifyouareconsideringtakingapositiononsomeoneelse'scampaign,thenyoucan
helpyourcandidatebywritingdownpeoplewhomightbegoodfortheotherteam
positions.Choosepeoplewhocomplementyourowntalents.
Finding good campaign team members:

Wherecanyoufindpeopletoserveonyourcampaign?Ideally,youalreadyhavesome
communityserviceunderyourbeltoryouwouldnotbesteppinguptorunforoffice.
Thebestplacetofindcampaignmembersareinthegroupsyoualreadybelongto.
Maybeyouarepartofaneighborhoodassociation,oryoubelongtoacivicorganization,
oryouhavebeenveryactiveinyourschoolorchurch?Itisprobablethatlikeminded
peoplebelongtothesegroups.Whoamongthemmightcommittimetovolunteering
foryourcampaign?
Listalltheorganizationsyoubelongtothathavelargeenoughmembershipstoallow
youtofindcampaignstaffandvolunteersamongtheirranks:
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Familymembersarealsoagoodchoicetohelpyouwithyourcampaign.Youmaywant
toinvolveafamilymemberbecauseitmakesiteasytodiscusscampaignstrategy,
becauseyouhaveafamilymemberwhoisverywellknowninyourcommunityandwill
helpraiseyourvisibility,orbecauseyouwanttoteachyourchildrentheimportanceof
beinginvolvedinyourcommunity.Justmakefamilymembershaveaspecifictasktodo,
suchasfundraisingorknockingondoors,orelsetheywillbelookingforthingstodo
whenthemoodstrikesthemandthatcanbemoreofadistractionthananasset.
Listfamilymembersbelowwhomightbeagoodadditiontoyourcampaignteam:
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A bare bones campaign team strategy:

Asyougothroughthepositionsthatfollow,dontpanicifyoucantthinkofmany
candidates.Youmaybeabletogetawaywiththisbarebonesstrategy:atthevery
minimumyouwillneedaCampaignManagerandaTreasurertokeeptrackofyour
campaigndonationsandfilethenecessaryreports.Youwillalsoneedvolunteers.
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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Building An Ideal Campaign Team

Ifyouarerunningforatoughoffice,orahigherleveloffice,trytofindpeopletooccupy
thefollowingpositionsonyourcampaignteam.Remembertowritedownafewnames
beloweachpositionsoyoucanstartidentifyingpeopletobepartofyourteam.
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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Media/Public Relations Coordinator

Ifyouknowsomeoneexperiencedatpressoutreachbutwithlimitedtime,separating
thisfunctionfromthecampaignmanagerrolecanallowyoutobuildanevenstronger
staff.YourMediaCoordinatorwillsendoutpressreleasestonewspapers,television
stationsandradiostations;monitorthepressandletyouknowwhenyouneedtoreact;
monitoropponentpressandpointoutanyopportunitiesforyouthatmayarisefrom
theirmissteps;helpyouwithyourmessagingandspeechwriting;handlepressinquiries;
andmakesureeveryoneworkingonyourcampaignissendingoutconsistentmessages.
MakesureyourMediaCoordinatorgetsalongwellwithyourCampaignManagerandis
onthesamepagewiththemwhenitcomestoyourmessagesoryourcampaignistoast!
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GOTV Director
WhenitcomestimetocontactvotersandgetthemtothepollsduringtheEarlyVoting
periodandonElectionDay,youwilloftenfindthatyoumustadjustyouroriginal
strategytoaccountforunforeseeneventsandtotakeadvantageofopportunities.
HavingaGOTVDirectorgivesyourcampaignsomeonewhocanfocusoninterpreting
informationcominginfromthefieldandcampaigntrail;shiftvolunteerstoareaswhere
largenumbersofyoursupportersarenotshowinguptovote;andsuggestnewwaysto
contactvotersasthecampaignevolves.
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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
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communitywillbebreakingthelawandcouldlosetheirnonprofitstatus.Formore
informationonallowableactivitiesbyfaithcommunities,pleasevisitwww.democracy
nc.organddownloadour"ElectionYearGuideForFaithCommunities."
Nowlistallthepeopleyouknowwhoyouthinkwouldmakegoodvolunteersorwho
haveindicatedaninterestinyourcampaign.Ifyouhavetroublethinkingofenough
people,pleaseseethesectionbelowthisone:
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Where to find more volunteers:

Afteryouhavelookedthroughthegroupsyoubelongtoforpossibilities,andgone
throughyourcontactlistforfamilyandfriends,askyourfamilyandfriendsandany
existingvolunteersiftheyknowanyoneelsewhomightbeinterestedinvolunteering
foryourcampaign.Besuretodistinguishbetweenaskingforvolunteerswhowillhelp
youleadinguptoElectionDayandvolunteerswhowillonlyworkatthepollsduring
EarlyVotingoronElectionDay.Manypeoplewilloffertoworkthepollsforyouon
ElectionDay,fewwillcomealongforthelonghaul.Havingbothoptionsavailablewill
getyoumorevolunteers.
Afterthat,rememberthis:askingpeopletovolunteerforyouisjustlikeaskingpeople
tovoteforyouorgiveyoumoney:youhavetoasktomakeithappen.Gettingpeopleto
volunteerthefirsttimeisthehardeststep.Oncetheycomeandvolunteer,theywill
return,assumingtheyhadfunandyoudidnotwastetheirtime.
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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
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Your Campaign Plan

An Overview
Runningacampaignrequiresthreetofourmonthsworthofworkataminimum,aswell
asateamapproach.Thissectionwillhelpyoudecideyourcampaignstrategyandcrafta
solidcampaignplan.However,youshouldexpectevenyourbestlaidplanstogoastray
soonerratherthanlater.Onegreatthingofhavingaplanwrittendowninadvanceis
thatevenifyouhavetochangedirections,youwillalwayshaveyourwrittenplantogo
backto.Thiswillmakeiteasiertoevaluatehowyouneedtochangeyourinitialstrategy
totakeadvantageofopportunitiesoraccountforsetbacks.
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
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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...
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Campaign Set-Up & Staffing

Beforeyouannounceyourcandidacy,talkwithsittingorpastofficeholdersfromyour
districtaswellasthechairofanylocalpoliticalpartyyoumaybelongto.Dothesame
withcommunityleadersandpoliticalactioncommitteeofficerswhoarelikelyto
supportyourviews.Letthemknowyouarerunningandaskfortheirsupport.Askwhat
issuesareimportanttothemandjustlisten.Sendpersonalizedthankyounotestoshow
respectfortheirtime,andyoullgetapositivereactiononceyouformallyannounce.
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.
Page#18
Strategic Planning & Messaging
Crafting a core message:

Thefirststepinbuildinganeffectivecampaignisdecidingwhatyourcorecampaign
messageisgoingtobe.Youcandothisbyyourselforaspartofyourfirstcampaign
teammeeting.Justrememberthis:atanyonetime,youwillhavenomorethan20to30
secondstogetyourmessageacrosstothepeopleyouwanttovoteorvolunteerfor
you.That'sit.Itisveryimportantthatyoudistillyourcorecampaignmessagedownto
thatlength,andthatyoutrainyourcampaignstaffandvolunteerstorepeatversionsof
thismessageoverandover.Ittakesalotofrepetitionforyourmessagetogetthrough.
Thissectionhelpsguideyoutowardasolidcampaignmessage.
Basically,yourcoremessageneedstoanswerthequestion:Whyyou,now?
Thisisespeciallyimportantinraceswithanincumbent.Remember:
raceswithincumbentsarealwaysabouttheincumbent!
Whats your message?

Thinkoftheofficethatyouwanttorunforandthetypesofcommunityactivitiesit
oversees.Nowlistthethreebiggestthingsyouthinkneedtochangeinthatarea(you
mayhavealreadydonethisearlierintheworkbook):
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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.
Page#20
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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Anticipating the opposition.

Note:youmaynotbereadytocompletethissection.Asyougooutonyourownand
createanactualcampaignplan,besuretocomebackandcompletethissection.
Ifyouhavebeenpayingattentiontolocalpoliticsorifyouaregoodatreadingpeople,
chancesareverygoodthatyoucanalreadyguessthetypeofthingsyouropponentis
likelytosay.Asyouclarifyyourplatformandmessaging,nowisagreattimetothink
aheadandfindpositivewaystorespondtoanymudyoususpectyouropponentmay
sling.Listthecampaignthemesyouhaveheardfromyouropponentbelow,thenbriefly
jotdownaresponseand,ifnecessary,reviseittocomeupwithanevenmorepositive
wayofframingyourresponseinawaythatillustratesyouarealeader:
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Communicating campaign messages effectively:

Yourcampaignisgoingtospendthemajorityofitsresourcestryingtogetyourmessage
outtotherightsetofvoters.Youmustknowwhatthemessageisandbeabletorestate
itinawaythatappealstotheaudienceyouarespeakingto.Remember,inmany
communitiesyouarethecampaign.Localpresswilllooktoyouforadviceandinputinto
thestory.Youhavetoknowwhatisgoingonifyouaregoingtobequoted.Hereissome
adviceoneffectivecampaignmessaging:
GoodMessagesareCONCISE.Godirectlytothepoint.Avoidcomplicatedjargon.A
goodmessagecanbeexpressedinafewphrases.
GoodMessagesareCLEAR.Usestarklanguage.Leavenodoubtaboutwhosesideyou
areon.Youneedthefreepressyouwillbegettingtocomplementandreinforcewhat
youaresayingThiscanonlyhappenifyouareclear.
Page#22
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.
Next step: evaluate the political landscape.

Nowthatyouhaveagreedonwhatyoustandfor,youandyourcampaignteamneedto
answerthefollowingquestionsbeforeyoucandecideonacampaignplan.Theanswers
tothesequestionswilldeterminewhatyourcampaignplanshouldbe:
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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You are now ready to craft your plan!

Withtheanswerstotheabovequestionsinmind,youarenowreadytoreviewthe
sectionsthatfollow,whichlistyouroptionsinkeyareasofyourcampaignplan.Asyou
gothrough,checkofftheoptionsyouthinkyourcampaigncanhandleorthatitwould
bewisetodo.Themostimportantconsiderationstokeepinmindasyouchoosethe
elementsofyourcampaignplanwillbehowmuchmoneyyouhave,howmuchhelpyou
haveandhowmuchtimeyouandyourstaffhavetocampaign.Yourgoalafterreading
allofthesectionsthatfollow,andidentifyingtheoptionsthatwillworkforyou,isto
createastepbystepcampaignplanthatincludes:
Yourcorecampaignmessages.
Howyouintendtofundraise.
Whatcampaignmaterialsyoucanproduce.
Howyouwillidentifyvoterstoreach.
Howyouwillgetyourmessageouttovoters.
HowyouintendtoGetOuttheVote.
WhatyouplantodoonElectionDay.
Whatyouwilldoandsayoncetheresultsoftheelectionarein.
Page#27
Fundraising
Fundraisingiscriticaltoyourcampaignssuccess.Withoutmoney,youwillnotbeable
togetthewordouttovotersthatyouexistandthattheyshouldvoteforyou.Beyond
that,itisunlikelyyouwillbeelectedunlessyouhavethesupportofpeoplewhoare
willingtoputtheirmoneybehindyou.Regardlessofwhattechniquesareused,the
mostsuccessfulcampaignstargettheirfundraisingefforts,eventsandphonecallsto
specificlevelsofdonors:small,mediumandlarge,withthecandidatealwayspersonally
contactingpotentialbigdonorstoaskfortheirsupport.
Where can you find dollars for your campaign?

PersonalSavings:butbecareful.Youwilllikelybegettingpaidlittleornothingonce
elected,andyournewjobwillencroachonthetimeyouhaveforyourpayingjob.That
iswhyitisunwisetogointotheholepersonallytorunforoffice.Budgetwhatyoucan
affordandsticktoit.
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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Other Fundraising Options

Thepersonalaskisalwaysyourbestbetforraisingmoneylocally.Butthereareother
fundraisingoptionsyoumaywanttotryandsomeofthemarelistedbelow.Takealook
atthemandevaluatetheprosandconsofeach,givenyouravailabletimeandstaff
resources,thencheckoffthosethatappealtoyouthemostsothatyoucandiscuss
themwithyourcampaignstaff.
Askpeopleyouknowtohostcoffeeorsmallhouseparties:theypayforthe
refreshmentsandtakecareoftheinvitationlist;youshowuptotalkaboutyour
candidacyandtoaskforcampaigndonations.Besuretohaveformsonhandso
peoplecanfilloutthepropercampaignfinanceinformation,ifneeded.
Makefundraisingphonecalls:aneffectivewaytoraisefundsistogetyour
handsonasmanymemberdirectoriesaspossiblethoseoflocalchurches,civic
Page#29
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
Page#30
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.
Basic campaign literature options:

Yourwebsite:evencandidatesrunningforlocalofficecanbenefitfromawebsite,
primarilybecauseitcanbeavehicleforsolicitingdonationsandbecauseitgives
newspapersandothermediasourcesaplacetolearnaboutandlinktoforvoters
motivatedtolearnmoreaboutyou.YoudoNOThavetoputupanelaborate
website.Evenaonepagewebsitewithyourbio,campaignmessageandgoalswould
beenough.Iftheelectionisheatedandtherearekeyissues,itsgoodtoincludea
sectionforeachkeyissuethathasyourbasicstatementaboutthatissueonit.You
donthavetopayforacampaignwebsiteifyougotowww.wordpress.comand
selectoneoftheirbasicdesigns.Youllbeabletowriteanintrotoyourcandidacyon
thefirstpageandpostupdatesorfundraisingpleasonthesamepage,andsetupan
unlimitednumberofadditionalstaticpagesaboutotherelementsofyourcampaign.
Ifyouwouldlikeamoretraditionalandrobustwebsite,youcangetaonestop
website,includingdesignandhosting,atwww.campaignwindow.comforbetween
$100and$125forayear,dependingonifyouwantemailserviceandotheroptions.
Forthismoney,youcansetupawebsitewithinaneveningusingtheirdesign
templates,manageamailinglistthroughthesameservice,collectdonations,and
usealotofotheronlinecampaignoptions.Www.godaddy.comalsohasafeature
calledWebsiteTonitethat,for$4.99amonth,willgiveyoua5pagewebsiteand
hundredsofdesignstochoosefrom.Bothgodaddyandcampaignwindowhavea
userinterfacethatisalotlikethewordprocessingmenuyouareusedtoseeingin
MicrosoftWord.
Campaignbrochure:attheminimum,youwillneedaflyerorabrochurethat
containsyourcorecampaignmessage,abriefbioofyourselfandwhereyoustand
onimportantissues.Ifyoucan,includeapictureofyourselfaswellasyouremail
addressandphonenumber.Youcanhavethisprintedbyaprofessionalservicesuch
aswww.vistaprint.com(looksgreat,butitsyourmostexpensiveoption:inlarge
quantities,i.e.over500copies,afullcolor2sidedtrifoldbrochurewillrunyou
about40centseach),donelocallybyacopyshop(moderatelyexpensive)orsimply
runoffcopiesyourselfusingaphotocopier(cheapest).Youmaywanttogiveyour
literatureahookthatmakespeoplekeepitaround,likehavingkeymunicipalphone
numbersprintedononeside(emergencynumbers,cityhall,schools,etc.).
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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.
GOTV campaign literature options:

Yardsigns:asannoyingastheyaretosomepeople,yardsignswork!Especially
whentheyareplantedfirmlyinthefrontyardsofpeoplewellknowninthe
communityorwholiveonbusyintersections.Theyare,however,expensive.Expect
afullsupply(300to500),withwireframes,tocostyoubetween$750to$1,000.
Andtheymustbeorderedatleasttwomonthsbeforetheelectiontoavoidcostly
Page#33
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
Page#34
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!)
Tips when ordering campaign materials:
Decideonyourslogan,yourtypeface,andyourmessagebeforeyouprepareany
materials,soyouhaveaconsistentlookandconsistentmessaging.
Getaprofessionalorverygoodcolorphotoofyourselftogivetothemediaandto
useinyourcampaignmaterials.Somecandidatesliketoposewiththeirfamily.A
goodphotographsignalsthatyouareaseriouscandidate!
DontforgettofactorinhowALLmailingsandliteraturedropsfortheentire
campaignwhenyouconsiderquantityforyourprintorders.Ordermorethanyou
thinkyoulluseandhavecopiesonhandeverywhereyougo.Themoreyouorderat
once,thelowertheperpiececostwillbe.
Ifitisimportanttoyourbase,besuretouseaunionprinterforallofyour
commerciallyprintedmaterials.Theywillbelookingfortheunionbugwhichisa
smallsymbolplacedonallunionprintedmaterials.
Page#35
Low to no-cost campaign material alternatives:

Printyourcampaignliteratureyourselfusinganycopieryoucangetyourhandson.
Officesupplystoreshavereallygreatvarietyinthetypesofpapertheycarry.You
maybeabletobuycolorstockandgetsomenicelookingliterature,evenusinga
blackandwhitecopiermachine.Theyalsocarrystickonlabelsinallsizes,allowing
youtoprintlapellabelsandbumperstickersyourselfusingacolorprinterorcopier.
Thehomemadebumperstickerswillfademorequicklythancommercially
producedones,buttheywilllastlongenoughforyourcampaign.
Recyclesomeoneelse'syardsigns:simplyturntheminsideoutandhavesomeone
writeyournameandtheofficeyouareseekingonthereverse.Itisbettertomakeit
lookintentionallyhomemadeandjauntyratherthantotrytomakeitseemasifit
wereprofessionallyprinted.Ifyouarerunningforanofficelikeschoolboard,you
couldevenmakethistechniqueworkforyoubydrawingyourhomemadeyardsigns
tolookasifachilddidthemwithhappyillustrations.
Mountahomemadepostcardcampaign:printupasupplyofcheappostcardsata
localcopyshop,usingcardstockandblackinkonly,printedononesidewithaspace
fortheaddressontheright,andyourname,officeandcampaigncopyontheleft.
Thereversesidecanbeblank.Askvolunteerstoarrivewitharollofstampsto
donate,thengivethemmailinglistsofpeoplewhobelongtogroupstheyare
membersof.Askeachvolunteertomarkthepeopletheyknowonthelist,thenask
themtohandwriteintheiraddressesandputbriefnotesonthereversesayingthey
aresupportingyouandhopetheywill,too.ThiscanbeaVERYeffectivetechniquein
asmalltown.
UselocalcommunityboardsandaXeroxmachine:createadecentcampaignflyer
andpostitonentrancestolibraries,bulletinboardsoutsidegrocerystores,
communitycentersandanywhereelsewherepeoplegather.Donotputthemon
telephonepolesoryouwillbefined.
Phonebankendlessly:ifyoucan'taffordcampaignmaterials,youmaybeableto
getthewordoutusingvolunteerphonebankers.Obviously,theywillneedtobe
abletomakeunlimitedphonecallsforthistowork.Phonebankingisdescribedin
theGOTVsection,butyoucanusuallygetalistofvotersfromyourlocalboardof
elections,andmanyofthemwillhavetheirphonenumbersincludedintheirfiles.
BlanketthepollsonElectionDay:ifyouropponentisnotdoingmuch,youmaybe
abletogetawaywithdoingalotofvolunteerphonebankingandthenhandingout
flyerswithyournameandtheofficeyouareseekingplusafewwordsaboutyour
campaignonittopeopleastheyenterthepolls.Mostpeopleeitherreturnthese
flyerstoyouorjustthrowthemaway,soyoumayaswelldesignthemsothatyou
gettoflyersoutofoneregularsheetofpaper.
Page#36
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
Page#37
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.
Page#38
A note about targeting priorities:

IfyouaretheendorsedcandidateofaspecificpoliticalpartyorpowerfulPACandyou
havenootheroppositionwithininyourownparty,youmaybeabletotakeyour
affiliationsfrequentvotersupportforgrantedyourpartysendorsementwilllikely
winyoutheirvotesandconcentrateyoureffortsinsteadongettinglessfrequent
voterstothepollsorconvincingUnaffiliatedvoterstosupportyou.Thisisacallthatyou
andyourcampaignstaffshouldmakeearlyenoughtoensurethatyouareusingyour
timemostproductively.However,whenitcomestononpartisanelectionswhich
mostlocalelectionsinNorthCarolinaarethisistrulyajudgmentcall.Takefrequent
partyvotersforgrantedonlyifresourcesaretight,timeisshortandyouneedtotake
thechance.IfyouarerunningforCityCouncilorschoolboardandtherearemultiple
seatsavailable,knowingwhetherornotyouarethefrontrunnerorhaveenoughlikely
votestocaptureoneoftheseats,canbeeventrickier.Bettersafethansorry.
A non-tech solution to targeting voters:

Ifyoufindyourselfpanickedatthoughtofusingadatabaseandyouareconfidentthat
youcanaccuratelytargetyourpoliticalbaseusingjustyourknowledgeofyourtowns
neighborhoods,youmaybeabletomapoutageographicstrategyforcontactingvoters
thisway:
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.
Page#39
Get Out The Vote!

Therearemanydifferentwaystoincreaseyourvisibilitywithvotersandgetoutthe
vote.Someofthepopulartechniquesarelistedbelowaspartofasamplecalendar
timeline.Theonesyouchoosewilldependonhowmanyvolunteersyouhave,how
muchtimeyouhaveandhowmuchmoneyyouhaveinyourcampaignchest.Asyougo
throughthissection,flagthetechniquesyouwillthinkworkbestandthentransferthem
toyourcampaigncalendarsoyouremembertoscheduletimetotryeverythingyou
wanttotry.Inaddition,rememberthelessonfromthepriorstep:wheneveryoucan
targetyoureffortsandconcentrateonthevotersmostlikelytosupportyou,rather
thansimplyworkinganunknowncrowd,doit.Yourgoalistomakeeverymomentyou
spendcampaigningthemostproductivepossible.
Note:itisextremelyimportantthatyoulearntothinkbeyondElectionDayandthat
youtakeadvantageofEarlyVoting.Gettingthosevoterswhohavespecialneeds,such
astheelderlyorlargegroups,tothepollsaheadoftimefreesyouandyourvolunteers
onElectionDay.DothisbyverifyingthetimesanddatesofEarlyVotinginyourcounty,
thenflaggingvotersyouwanttoencouragetovoteearly.Andbesuretotellallvoters
abouttheEarlyVotingandSameDayRegistrationoptionasyouconductGOTV,since
manypeoplehavedifficultygettingoffworkonElectionDay.
Eight Weeks To Election Day

Yourcampaignteamshouldbeinplace.Together,makesureyouhavedecidedona
campaignmessageandoverallstrategy.Decideonyourcampaignsgraphicidentity
andorderanycampaignmaterialsthatwilltakeseveralweekstoprint,suchasyard
signsandcommerciallyprintedbrochures.
Haveacampaignkickoffeventandmakeitafundraisersoyoucanjumpstartyour
campaignwarchestwhilegettingalittlepublicityforyourcandidacy.
Obtainyourvoterfilesandselectyourtargetedvoters.Decidethebestwaysto
reachthesevoters:doortodoor,phonebanking,mailings,specialevents?
Identifydenseneighborhoodsoftargetvoterswherewalkingdoortodoorwillbe
productive.Chooseanothertechniqueforcontactingvotersinspreadout
neighborhoodsthathavelessthanfourhomestoablock:theeffortofdoortodoor
isnotworthitthere.Decidehowyouwillcontacteachneighborhoodoreachgroup
ofvotersandschedulewhenyouintendtoworkineachneighborhood.
Checkyourtownscalendarandflageventswherelargenumbersofpeoplearelikely
togather.Youarelookingforfestivals,politicalgatherings,grandopenings,town
hallmeetingsand,ofcourse,anypoliticaldebatesthatarescheduled.Trytogetan
invitationtospeakatanyorallofthese.
Page#40
Seven Weeks To Election Day

Getsomevolunteerstouseanonlinephonedirectorytofindthetelephone
numbersofanyhighpriorityvotersyouwanttophonebankwhosenumbersare
missingfromyourboardofelectionslist.
GetyourphonebankinganddoortodoorliststoyourVolunteerCoordinator,ifyou
haveone,soheorshecanstartrecruitingvolunteers.
Six Weeks To Election Day

MakesureyourwebsiteandFacebookpageissetupandthedonationlinkworks.
Askyourlocalboardofelectionsforanuptodatelistofabsenteevoterssoyouora
volunteercanimmediatelystartcontactingthoselikelytovoteforyou.
Startattendingalleventswherevotersmaybegathered;passoutliteratureatthese
events;startvisitingnewcongregations:getyourselfoutthere!
Ifyouhavenotalreadydoneso,issueapressreleasetoalllocalmediaannouncing
yourcandidacyandwhatyourplatformis.
Begintalkingtoyourmailingserviceifyouaregoingtodoamailing.Decidewhere
yourpostcardswillbemailedandputinyourorder.Preparetheart.
Five Weeks To Election Day

Stepupyourfundraisingefforts:bynow,youshouldbestartingtogetanideaof
howmuchmoneyyouropponenthas.Ifyouneedmorecampaignmaterials,order
themnow.Makesureyourdoortodoormaterialsarewrittenanddesigned.
Issueaseriouscallforvolunteers:beasspecificasyoucan.Letpeopleknowyou
needvolunteerstophonebank,volunteerstowalkdoortodoorandmanypeople
onElectionDay.Startassemblinglistsofpeoplewhowillvolunteerforyou,aswell
asthetaskstheyarewillingtodoandwhentheycandothem.
Manyorganizationswaittoolongtobooktheirdebates:ifyouhavenotyetheard
fromgroupsthattraditionallysponsordebatesforelectionsinyourtown,nowisthe
timetocallupsomeoneinthatgroupandaskiftheyareplanningadebateornot.
Yourgoalistoheadoffanyinstanceswhereyouareunabletoparticipateina
debatedowntheroadbecauseyouwerealreadyscheduledforanotherevent.
Prepareanyphonescriptsorwritteninstructionsfordoortodoorcanvassers,ifyou
areplanningtousethesetechniques.
Page#41
Four Weeks To Election Day

Startgoinggotodoorindensetargetedneighborhoods,ifyouarecomfortable
doingso,meetingvoterspersonallyandaskingfortheirvote.Manycampaignguides
willadviseyoutocutwalklistsandtomarkthosehousesyoushouldstopat,butif
youhavechosenneighborhoodsfullofvoterswhoshareyourpoliticalaffiliation,the
fastestthingtodoissimplytogodoortodoorasfastasyoucan.
EarlyVotingislikelytobeopeningsoon,offeringtheopportunityforSameDay
Registration.Nowisagoodtimeforyourvolunteerstotableatevents,campus
neighborhoodsorcontactgroupsofpeople,suchasyoungpeople,withinformation
onyourcandidacyaswellashowtouseSameDayRegistrationandEarlyVoting.
Three Weeks To Election Day

Haveyourvolunteersstartgoinggotodoorindensetargetedneighborhoods,
leavingyourcampaignliteratureandtalkingtovotersonyourbehalf.Donotleave
anymaterialsinthemailboxasthisviolatesfederallaw.
Ifyouhavethebudgettoprintupalargeenoughsupplyofcampaignmaterials,
beginslippingcampaignliteratureintothecornerofthewarwindowsatlarge
gatheringsoreventsinyourtown.Donotputanythingunderthewindshieldasitis
aburdenforelderlyordisabledvoterstohavetogetoutfthecarandremoveitif
theyfailedtonoticeitatfirst.
Volunteersshouldphonebankyourtargetedvotersandurgethemtovoteearly!
Startphoningelderlyvotersonyourtargetedlostandoffertogivethemridesto
EarlyVoting.Yourgoalistogetallvoterswhoneedridestothepollsearlysoyour
volunteersarefreetopassoutliteratureonElectionDay.
Arrangeforanylargegroupssupportingyoutogotothepollsearlyandvote.
Findareasontoissueapressreleaseandgetyournameinthepaper.
Everyonehatesrobocalls,butanexceptioniswhenyouusethemtocallpeopleand
informthemthatEarlyVotinghasopened,andtoprovideinformationonwhereand
whentheycanvoteearly.Ifyouhavethemoneytodothis,besuretoonlycall
voterswhoshareyourpoliticalaffiliation.Allyouhavetodoisintroduceyourself
andtheofficeyouarerunningfor,thensaythatyou'recallingtoletthemknow
aboutEarlyVoting.Keepyourtonecasualandconversational,andringoffwitha
cheerymessageabouthowimportantitistovote.
Page#42
Two Weeks To Election Day

ifyouhavenotalreadydoneso,contactthevolunteerswhoofferedtoworkon
ElectionDayandschedulethemtohandoutliteratureatthepollsatveryspecific
times.Ifyoucannotcoverthepollsalldaylong,besuretocoverthembefore
workinghours,atlunchtimeandafterworkuntilclosing.
Volunteersshouldcontinuephoningyourtargetedvotersandurgingthemtovote
early.
Volunteersshouldcontinuegoinggotodoorindenseneighborhoods,leavingyour
campaignliteratureandtalkingtovotersonyourbehalf.
Checkandmakesureyourmailinghouseisabouttodropyourpostcardsinthemail,
ifyouaredoingamailing.
Ifyoudoingahomemademailing,nowisthetimetogathertogetherandgetthe
postcardsreadyandaddressedtogo.
Findareasontoissueapressreleaseandgetyournameinthepaper.
One Week To Election Day

Ifyoucan,getalistofeveryonewhohasvotedearlytodatefromyourlocalBOE
andmarkthemoffyourtargetedlist.Thengettheabsenteevoterfile,addallnew
personsrequestingabsenteeballotstoyourcontactlist,andremoveallwhohave
votedabsenteealready.Youshouldnowhaveaprettygoodlistofvoterslikelyto
voteonElectionDay.
Printnewcalllistsoftargetedvoterswhohaventyetvotedandstepupyourphone
bankingefforts.
Dropanythingyouaremailingdirectlytovotersintothemailnow!
Beeverywhere!Meetasmanyvotersasyoucan,shakeasmanyhandsasyoucan,
leavetheheavydutycanvassingtoothersandmakeyourgoalfortheweekbefore
theelectiontobemeetingasmanyvotersaspossibleintheshortestamountof
time.YoudonotwanttowakeupthedayafterElectionDaywishingyouhad
workedharderthatfinalweek.
Page#43
More about phone banking:
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.
A word about going door-to-door:

Goingdoortodoorisbrutalwork,bestsuitedforteenagersandcollegestudents.Ifone
ofyourtargetneighborhoodsisdenseanditisreallyworthyourtimetocoverit,you
maywanttohirepeopletomakesureitgetsdone.Inaddition,ifyouareacandidate
andcanaffordlittlemorethanbusinesscards,youronlyhopeofwinningmaybeto
spendtheeightweekspriortotheelectionknockingonasmanydoorsasyoucanin
hopespeoplewillrememberthatyoumadetheeffortcomeElectionDay.
Page#44
Election Day Strategy

You'vegivenityourbestshot.EDayishere.You'vescheduledasmanypollworkersas
youcan.Fastenyourseatbeltandgetready.Hereswhatyouneedtodo:
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
Page#45
shiftlongerthantwohours.Atthesametime,thisvolunteercancheckturnoutfor
youperiodicallyandphoneitintoyouoryourcampaignmanager.
7. Don'teaseuponthephonecallsifyouhaveenoughvolunteerphonebankers.
Phonecallstovoterslikelytosupportyoushouldcontinuethroughouttheday.
8. Oncethepollsclose,yourpollworkersshouldmakesurethatallofyourcampaign
signsandliteraturehavebeencleanedupsoyoudontgetfined.
After the polls close

Campaigningisexhaustingandnerveracking.Youwillneedtodecompressandyouwill
needtobewithfriendsandfamilywhentheresultscomein.Goodorbad,yougot
throughthisjourneywithotherpeopleandtheyshouldbetherewithyouattheend.
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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The Morning After

Alwaysplantotakeoffworkthedayafteranelection.Winorlose,youwillbe
exhaustedandyouwillhaveearnedadayoff.Youwillalsowanttoeithercelebrate
yourvictoryinprivateorhavesomequiettimetoevaluateyourlossandseewhat
lessonsyoulearnedforthenexttimearound.
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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Questions for the Presenter

Ifyoudidnothavetheopportunitytoaskaquestionyouneedansweredduringthis
workshop,pleasewritethequestiondownbelow.Youwillhaveanopportunitytotalk
totheworkshoppresenterduringthelastpartofthesession:
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Page#48
To download a Word Doc version of this

workbook, please visit:
http://www.democracync.org/downloads/CandidateWorkbook.doc
To download a .pdf version of this workbook,

please visit:
http://www.democracync.org/downloads/CandidateWorkbook.pdf
Page#49

A Successful Campaign

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A Successful Campaign

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How to Conduct

The Campaign Team

Your Campaign Plan

Your Questions .......................................................................... Page48

Before You Begin

Win or lose, your candidacy will change

Somebody has to win: why not you?!

1. Why are you running?

2. Are you running for the right office?

3. What do you hope to accomplish?

The Campaign Team

Finding good campaign team members:

A bare bones campaign team strategy:

Building An Ideal Campaign Team

Media/Public Relations Coordinator

Where to find more volunteers:

Your Campaign Plan

Campaign Set-Up & Staffing

Strategic Planning & Messaging

Crafting a core message:

Whats your message?

Anticipating the opposition.

Communicating campaign messages effectively:

Next step: evaluate the political landscape.

You are now ready to craft your plan!

Where can you find dollars for your campaign?

Other Fundraising Options

Basic campaign literature options:

GOTV campaign literature options:

Tips when ordering campaign materials:

Low to no-cost campaign material alternatives:

A note about targeting priorities:

A non-tech solution to targeting voters:

Get Out The Vote!

Eight Weeks To Election Day

Seven Weeks To Election Day

Six Weeks To Election Day

Five Weeks To Election Day

Four Weeks To Election Day

Three Weeks To Election Day

Two Weeks To Election Day

One Week To Election Day

More about phone banking:

A word about going door-to-door:

Election Day Strategy

After the polls close

The Morning After

Questions for the Presenter

To download a Word Doc version of this

To download a .pdf version of this workbook,

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