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Campaign Plan Overview


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  • Then, based on your own soul searching, checking in with family, checking in with the kitchen cabinet and researching the race – you need to decide to go forward. The key thing here is to listen to those around you CAREFULLY. If your friends and family and key advisors are reluctant before you run, there is every likelihood that they will be reluctant after you start to run as well.
  • Each of these will have a whole session or more on it
  • Each of these will have a whole session or more on it
  • Transcript

    • 1. What it Takes to Win Developing a Campaign Plan to WinWellstone Action
    • 2. Wellstone Action has a Creative Commons License. That means you are free to use these PowerPoints for your own use. We ask that you do not reproduce our work, and if you do share these materials, please attribute them back to Wellstone Action and Camp Wellstone. Thanks!Wellstone Action
    • 3. Why Plan? • Identifies what you need to win before you start • Establishes campaign and candidate credibility • Builds consensus and coherence within campaign • Maintains focus in crisisWellstone Action
    • 4. Stage 1: Making the Decision Check in with Yourself and Your Family • Dream a little – Why do you want to run? – What brought you to wanting to run? • Do you have the time? • Do you have the drive? • Can you afford it? • What about your history? • Check in with your family • Check in with your workWellstone Action
    • 5. Stage 1: Making the Decision Check in with people who care about you and you trust. • Assemble a “kitchen cabinet” of key supporters – Ask them to list pluses and minuses of your running – Ask them to list your strengths as weaknesses as a candidate • Create a draft work plan • Create a “To do” list with a timelineWellstone Action
    • 6. Stage 1: Getting Started Yes! No, I’m running! Not this time. Decision DayWellstone Action
    • 7. Rule #1 of Campaign Planning: If it isn’t written down, it doesn’t exist.Wellstone Action
    • 8. Five (more) Planning Rules Rule 2: Time, people, money are your resources; target to use them wisely. Rule 3: Know your “win number” – 50% +1 + 2-5% cushion. Rule 4: It always takes longer (and costs more) than you expect. Rule 5: Plans should be flexible and adapt to changing circumstances. Build in a cushion. Rule 6: Knowing and following the legal rules minimizes stupid risks and mistakesWellstone Action
    • 9. Stage 2: Getting Started Research the race. • Collect and analyze data: – What’s the district look like? – Who is the likely opposition? – Do past election results suggest it is winnable? – What’s it going to cost? – Likely donors and supporters based on who you are as a candidate – Filing deadlines – requirementsWellstone Action
    • 10. Stage 2: Getting Started Research the opposition Factual comparative, research on: • Opponents’ rhetoric promises against their public performance and record. • Evaluating and assessing opponents’ “on the job performanceWellstone Action
    • 11. Stage 2: Getting Started Then research yourself! • School/work history • Financial—credit • Personal—Arrests, marital history, lawsuits Any deal-breakers?Wellstone Action
    • 12. Stage 3: Develop Your Plan Five key questions Each component of your plan needs to answer each of these five questions: • What needs to be done? • Who will do the work? • When will the work take place? • How much will it cost? The overarching question: Why is it necessary to win?Wellstone Action
    • 13. Key Campaign Plan Components • Message and Media – Research – Message development – Paid and Earned Media • Voter contact and field – Targeting – Voter Registration – Voter ID and Persuasion – Base Building – VisibilityWellstone Action – GOTV
    • 14. Key Campaign Plan Components • Money—Raising and managing it – Fundraising – Budget • Organizational Infrastructure – Staffing - Accountability – Technology – Systems Development • Campaign Timeline – Candidate schedule – Event schedulingWellstone Action
    • 15. Putting Together Your Team • Campaign committee – Who needs to be on it? – This is a working committee • Key staff/volunteer tasks – Campaign Treasurer – Campaign Manager – Field director – Volunteer coordinator – Fundraiser – Communications Director – Scheduler – Policy researcherWellstone Action
    • 16. ? Recap: Why Plan • Roadmap to victory • Builds consensus among team • Defines roles, timelines & budget • Establishes credibility • Helps maintain focusWellstone Action