Dartmouth Training

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Dartmouth Training

  1. 1. welcome. Massachusequot;s Republican Pa#y
  2. 2. The Honorable Peter G. Torkildsen Chairman, Massachusetts GOP Massachusequot;s Republican Pa#y
  3. 3. Your Plan • Whilecomponents that different, therewinning basic each election is all virtually all are certain campaigns will have • One of those is having a written, winning campaign plan • The definition how winningyour candidate is that it demonstrates of a you or campaign plan will get 50 % plus one of the votes cast Massachusequot;s Republican Pa#y
  4. 4. Basics of a Campaign Plan • Analysis of district, including past elections, and current year • Analysis of you/ your candidate and any other candidates in the race • Issues – why are you running? Public Policy Petitions • Candidate scheduling plan • Campaign staff (local races will all be volunteer staff) • Field/ Volunteer Plan • Press/ Internet Plan • Voter ID and GOTV plan • Budget – including WHEN you will spend $ • Finance Plan Massachusequot;s Republican Pa#y
  5. 5. Analysis of district, including past elections • Use past similar elections to measure turnout, broken down by precinct • For partisan elections, calculateprecincts to start vote analysis, to tell you which a base vote/ swing your door knocking and other targeted efforts • Findrecordmost likely voterstown elections at or the your of who voted in using voter vault your town or city hall Massachusequot;s Republican Pa#y
  6. 6. Analysis of district, including current environment • Who is at the yourof the ticket this year? Will John McCain carry top district? • How will henominees for President? Republican do in your district, compared to past • Will the US Senate race have an effect in your district? • Are there other races likely to have an effect? Massachusequot;s Republican Pa#y
  7. 7. Your vote • To calculate 50% plus likelyof the votes, first you need to calculate the one numbers of voters • While turnout than elections for Presidentelections will be smaller varies, turnout for off year (in 2008, expect higher than normal turnout this November) • Turnout for special elections will normally be much less than regular elections Massachusequot;s Republican Pa#y
  8. 8. Why calculate? • Calculating ato turnout will also help number of voters likely realistic estimate of the you estimate a realistic budget, especially for voter contact direct mail. • It will alsoneedsyou knock on,how many doors your candidate help to estimate how many phone calls the campaign needs to make, how many lit drops pieces to order, and how many volunteers you will need to drop them Massachusequot;s Republican Pa#y
  9. 9. Who are your targeted voters? • All Republicans plus past Republican primary voters (also makes a good fundraising prospect list) • Anyone who signs your nomination papers (and you should get as many signatures as possible) • Your contacts in community (Christmas card or similar list, members of groups you are actively involved in, etc.) • Voters in Voter Vault who either 1. agree with you/ disagree with your opponent on a specific issue, or 2. are identified as likely to support Republicans via micro targetting • Newly registered voters (Voter Vault will be updated in April – after that, you need to track newly registered voters!) • Absentee voters Massachusequot;s Republican Pa#y
  10. 10. Analysis of you/your candidate and any other candidates in the race • What are your (candidate’s) electoral strengths? • Past vote getter? • Community activist? • Never run for office before? (This could be a strength this year, as people are getting angry at Beacon Hill and Capitol Hill) • What are your (candidate’s) electoral weaknesses? Massachusequot;s Republican Pa#y
  11. 11. Analysis of you/ your candidate and any other candidates in the race • Conduct an analysis of other candidates in the race • Are you running against an incumbent? • Where precincts are the incumbents strongest? Weakest? • What are the electoral strengths and weaknesses? • Against a non-incumbent: • What are their electoral strengths and weaknesses? • Where will this person get her votes from? Massachusequot;s Republican Pa#y
  12. 12. A candidate should only be doing three things 1. Asking for contributions 2. Asking for votes (also signatures, which can become votes) 3. Asking people to raise money and/ or volunteer • In reality, candidates will also have family and employment considerations, and those must be reflected as well • As a local candidate, plot how much time you will have for door to door, and other activities Massachusequot;s Republican Pa#y
  13. 13. Identifying and Using Campaign Issues Massachusequot;s Republican Pa#y
  14. 14. Issues Issues are important in every campaign Sometimes, Issues will be “forced” on a candidate, for reasons that are outside of a candidate’s control Response to 9/11 War in Iraq Massachusequot;s Republican Pa#y
  15. 15. Issues • This year, a general issue who wants to increase broken, with a governor is that Beacon Hill is taxes on employers, people who eat meals outside their homes, and who knows who else. • Governor Patrick ran on nothing to reduce tax reform, but has done a campaign of property property taxes • Hold you Dem. Opponent accountable for Beacon Hill be broken Massachusequot;s Republican Pa#y
  16. 16. Identify Big 3 Issues • In general, all campaigns are about change, and this year, that is especially true • What are you goingare do that is different than the incumbent? (What to you going to do that is different than the unpopular governor?) • If you cannot tellthen theywhat tendare fall back to that is different, people will you to going to do their traditional pattern of voting, which in Massachusetts is often for a Dem. Massachusequot;s Republican Pa#y
  17. 17. Identify 3 Big Issues • The reasonbig issues is because that more than three you limit yourself to no is usually as many as you will be able to communicate on your budget, and still have people associate those issues with you/ your candidate • You want three issuesyour will appeal to a wide cross section of that likely voters Massachusequot;s Republican Pa#y
  18. 18. CHANGE • Change can betoanback it in and ofspecifics you will need issue up with itself, but • People are generally upset with the statusand quo, as well an many of their incumbents, you need to identify how the change you are running for is needed and practical for your community Massachusequot;s Republican Pa#y
  19. 19. Taxes • Taxes are voters who are openato voting for a of voters, especially usually a concern to large number Republican • Massachusetts taxpayers currently pay the 4 the country th burden (combined federal, state, and local) in Highest tax • Property40% orinmore incommunities in the past five years have gone up taxes many many communities • If you are either reducing theincumbent, find out how they voted on running against an state tax burden directly, or supporting local aid, to reduce the property tax burden? Massachusequot;s Republican Pa#y
  20. 20. Local Aid • For the past 6 years, Democrats in the Legislature have routinely blamed Republican Governors for local aid cuts. Find out how the incumbent voted. • Most Democrats voted for the reduction in local aid, both as part of the local aid resolution voted early in the year, and in the budget – but they would never say so. • Find out the incumbent’s record. If running for an open seat, and your opponent was endorsed by the incumbent, consider tying the incumbent’s vote to the person he is supporting Massachusequot;s Republican Pa#y
  21. 21. Tuition Benefits for Illegal Aliens • This is an issue which concerns people of all socio-economic levels, and across party lines • Important toand here distinction between people here legally, make a illegally • Oftenand 2)people see this as 1) a fairness issue, time and economic issue Massachusequot;s Republican Pa#y
  22. 22. Education, Environment • Education and that just because Democrats Don’t assume Environment are two big issues. champion liberal solutions means that people support liberal solutions. • Many people who areare looking for moderate and and the environment concerned about education conservative solutions. Massachusequot;s Republican Pa#y
  23. 23. Be Ready to Answer Common Questions As a candidate, you will be asked about many issues, and you should have an answer that you can give succinctly Taxes (Property as well as Income) Education Abortion/ Choice Environment 2nd Amendment Rights Purely local issues Marriage Massachusequot;s Republican Pa#y
  24. 24. Public Policy Petitions • An excellent way to by collecting signatures before the voters is get your major issue for a public policy petition • This question, which will be on the November ballot, asks, “Shall the Representative (Senator) from this district vote in favor of….” Massachusequot;s Republican Pa#y
  25. 25. Public Policy Petitions • Question can of lottery Jessica’s law, about ending the diversion be about funds and returning those funds to local aid, or just about any public policy issue • Petitions becomeno later than April 22. – of thein Commonwealth available from the Sec. Due local clerks offices for certification by July 9. • You need 200 certified and 1200 certified representative district, signatures for a state signatures for a state senate district Massachusequot;s Republican Pa#y
  26. 26. Candidate scheduling plan • For most state rep elections, a candidate with a well crafted and executed plan will be able to meet a large majority of the people likely to vote for her. • To reach a majority of targeted voters requires a disciplined daily schedule of voter contact by the candidate, with written follow up to all voters, whether they were home or not Massachusequot;s Republican Pa#y
  27. 27. Candidate scheduling plan • Fordoors in a two if yourperiod, calculateknock on 40 door-to-door, hour candidate can the number of doors you can knock given how many hours you have available. • In the town of Prescott, we one voter in a town that have produced at least have 3478 households election in the past three years. • Will your will she only be able to knock on some, doors, or candidate be able to knock on all these and have volunteers knock on the rest? Massachusequot;s Republican Pa#y
  28. 28. Door Knocking • Door Knocking to targeted doors will be essential to winning a local election Massachusequot;s Republican Pa#y
  29. 29. Candidate scheduling plan • How much time will you (your candidate) spend raising money? • On the phone? • At Housevoter contact and fundraising are often Parties (Which for local races events combined) • Other events? Massachusequot;s Republican Pa#y
  30. 30. Campaign staff • Campaign “staff” for a local election will almost always be volunteer • Even if you do not have formal titles, you need people responsible for the basic staff functions • Everyiscampaign needs a campaign manager who NOT the candidate Massachusequot;s Republican Pa#y
  31. 31. Campaign staff – other functions: • Press (many timespress person, but try to have a of the functions of a a local candidate will do most volunteer do the basics like emailing press releases, etc.) • Fundraising coordinator • Volunteer coordinator • Voter ID/ GOTV coordinator • Plus others Massachusequot;s Republican Pa#y
  32. 32. Press/ Internet Plan ★ How will you use the press to reinforce your message? ★Press releases ★Letters to the editor ★ How will you use the internet (your web page, blogs, emails,You Tube, etc.) to reinforce your message? (Extremely important that the candidate not do this personally) Massachusequot;s Republican Pa#y
  33. 33. Voter ID and GOTV plan • Voter ID andyou spend essential toelection campaign. If GOTV is the entire a winning cycle convincing voters to support your candidate, and then you do not ID them and get them to the polls, you have essentially wasted months of enormous effort • More on this will be discussed later Massachusequot;s Republican Pa#y
  34. 34. Budget • After youthe cost of implementing it, andplan,corresponding calculate have completed you campaign the you need to time line (calendar) as to when you will need the money to implement it. This is your preliminary budget • Estimate when youof all especially whenand be as specific as possible the cost can, your activities, estimating printing, postage and advertising, which will consume the majority of your funds • Your budget must include money is astime line. When you need to spend (and raise) a calendar/ important as how much you need. Massachusequot;s Republican Pa#y
  35. 35. Budget • For example, in3458Town of Prescott,you have identified the households that you will contact. Your budget will need to include the cost of mailing 3458 homes for: • An intro/ fundraising letter • Voter contact pieces Massachusequot;s Republican Pa#y
  36. 36. Budget • If you are using volunteers need to budget forintro/ fundraising letter, you only to assemble your printing and postage. • For your voter contactthose piecesonly need to budget for printing for pieces, you which will be delivered by the candidate/ volunteers • For mailed pieces, obviously add postage • Also signs, phonebasics, such as bumper stickers, yard budget for banks, web page, etc. Massachusequot;s Republican Pa#y
  37. 37. Finance Plan • Once you have calculated createpreliminaryplan, that budget, you then need to your a finance is how you will raise the money to pay for your campaign. This will be discussed in detail in the next session • Once you have created a finance plan, you need to go back and ADD the cost of fundraising (invitations, events, etc.) to your original budget, and this will give your final budget Massachusequot;s Republican Pa#y
  38. 38. Conclusions • The benefits of startingare enormous with a winning campaign plan your campaign • During your campaign, the urgent will always interrupt the important • By writing and following your campaign plan, you will not let your opponent, the media or anyone else sidetrack you from implementing your winning plan! Massachusequot;s Republican Pa#y
  39. 39. Raise Money Lyndsay K. Jones Finance Director Massachusequot;s Republican Pa#y
  40. 40. Finance Plan Massachusequot;s Republican Pa#y
  41. 41. Finance Plan Your financial plan should consist of four parts: Massachusequot;s Republican Pa#y
  42. 42. Finance Plan Your financial plan should consist of four parts: Massachusequot;s Republican Pa#y
  43. 43. Finance Plan Your financial plan should consist of four parts:  Summary – List fundraising programs Massachusequot;s Republican Pa#y
  44. 44. Finance Plan Your financial plan should consist of four parts:  Summary – List fundraising programs Massachusequot;s Republican Pa#y
  45. 45. Finance Plan Your financial plan should consist of four parts:  Summary – List fundraising programs  Narrative – a detailed description of each program Massachusequot;s Republican Pa#y
  46. 46. Finance Plan Your financial plan should consist of four parts:  Summary – List fundraising programs  Narrative – a detailed description of each program Massachusequot;s Republican Pa#y
  47. 47. Finance Plan Your financial plan should consist of four parts:  Summary – List fundraising programs  Narrative – a detailed description of each program  Calendar – event dates, literature drops and deadlines Massachusequot;s Republican Pa#y
  48. 48. Finance Plan Your financial plan should consist of four parts:  Summary – List fundraising programs  Narrative – a detailed description of each program  Calendar – event dates, literature drops and deadlines Massachusequot;s Republican Pa#y
  49. 49. Finance Plan Your financial plan should consist of four parts:  Summary – List fundraising programs  Narrative – a detailed description of each program  Calendar – event dates, literature drops and deadlines  Job Descriptions – should be written for each member of fundraising team Massachusequot;s Republican Pa#y
  50. 50. Massachusequot;s Republican Pa#y
  51. 51. Why People Give Massachusequot;s Republican Pa#y
  52. 52. Why People Give Access - Challengers don’t have it Massachusequot;s Republican Pa#y
  53. 53. Why People Give Access - Challengers don’t have it Massachusequot;s Republican Pa#y
  54. 54. Why People Give Access - Challengers don’t have it Ideology – Strong believers in conservative principles or fearful of liberal agenda Massachusequot;s Republican Pa#y
  55. 55. Why People Give Access - Challengers don’t have it Ideology – Strong believers in conservative principles or fearful of liberal agenda Massachusequot;s Republican Pa#y
  56. 56. Why People Give Access - Challengers don’t have it Ideology – Strong believers in conservative principles or fearful of liberal agenda Peer Influence – People who know and like you Massachusequot;s Republican Pa#y
  57. 57. Donald Asks... Massachusequot;s Republican Pa#y
  58. 58. Donald Asks... How will you raise money? Massachusequot;s Republican Pa#y
  59. 59. Donald Answers... ASK! Sounds Easy, Right? Try it. Massachusequot;s Republican Pa#y
  60. 60. Massachusequot;s Republican Pa#y
  61. 61. Massachusequot;s Republican Pa#y
  62. 62. Regardless of how the request is made, remember to convey three things to all donors: Massachusequot;s Republican Pa#y
  63. 63. Regardless of how the request is made, remember to convey three things to all donors: Massachusequot;s Republican Pa#y
  64. 64. Regardless of how the request is made, remember to convey three things to all donors:  Urgency: A donation is needed as soon as possible Massachusequot;s Republican Pa#y
  65. 65. Regardless of how the request is made, remember to convey three things to all donors:  Urgency: A donation is needed as soon as possible Massachusequot;s Republican Pa#y
  66. 66. Regardless of how the request is made, remember to convey three things to all donors:  Urgency: A donation is needed as soon as possible  Specificity: Outline how the Committee spends its money. It is important to demonstrate that the committee has its spending priorities in place Massachusequot;s Republican Pa#y
  67. 67. Regardless of how the request is made, remember to convey three things to all donors:  Urgency: A donation is needed as soon as possible  Specificity: Outline how the Committee spends its money. It is important to demonstrate that the committee has its spending priorities in place Massachusequot;s Republican Pa#y
  68. 68. Regardless of how the request is made, remember to convey three things to all donors:  Urgency: A donation is needed as soon as possible  Specificity: Outline how the Committee spends its money. It is important to demonstrate that the committee has its spending priorities in place  Electability: Tell them why you can win if you have the proper funding Massachusequot;s Republican Pa#y
  69. 69. Massachusequot;s Republican Pa#y
  70. 70. Donor Groups One Size Does NOT Fit All Massachusequot;s Republican Pa#y
  71. 71. Donor Groups One Size Does NOT Fit All  Friends and Family Massachusequot;s Republican Pa#y
  72. 72. Donor Groups One Size Does NOT Fit All  Friends and Family Massachusequot;s Republican Pa#y
  73. 73. Donor Groups One Size Does NOT Fit All  Friends and Family  Ideologues  Major Donors  Direct Mail Donors Massachusequot;s Republican Pa#y
  74. 74. Donor Groups One Size Does NOT Fit All  Friends and Family  Ideologues  Major Donors  Direct Mail Donors  Clubs/Committees Massachusequot;s Republican Pa#y
  75. 75. Donor Groups One Size Does NOT Fit All  Friends and Family  Ideologues  Major Donors  Direct Mail Donors  Clubs/Committees Massachusequot;s Republican Pa#y
  76. 76. Donor Groups One Size Does NOT Fit All  Friends and Family  Ideologues  Major Donors  Direct Mail Donors  Clubs/Committees  PACs Massachusequot;s Republican Pa#y
  77. 77. Where Do I Find Potential Donors? Friends and Family The Rolodex Strategy: Groups where you will have the most success:  Family, colleagues and friends  Business Associates  Social Clubs  Country Clubs  Church  Vendors (if applicable)  College Alumni Lists Massachusequot;s Republican Pa#y
  78. 78. Massachusequot;s Republican Pa#y
  79. 79. Where Do I Find Potential Donors? Ideologues Massachusequot;s Republican Pa#y
  80. 80. Where Do I Find Potential Donors? Ideologues  Previous donors to Republican candidates, PACs, and causes Massachusequot;s Republican Pa#y
  81. 81. Where Do I Find Potential Donors? Ideologues  Previous donors to Republican candidates, PACs, and causes Note: Committees can legally obtain lists of donors to Massachusetts state candidates and committees at the Office of Campaign and Political Finance Massachusequot;s Republican Pa#y
  82. 82. Where Do I Find Potential Donors? Ideologues  Previous donors to Republican candidates, PACs, and causes Note: Committees can legally obtain lists of donors to Massachusetts state candidates and committees at the Office of Campaign and Political Finance www.state.ma.us/ocpf Massachusequot;s Republican Pa#y
  83. 83. Where Do I Find Potential Donors? Ideologues  Previous donors to Republican candidates, PACs, and causes Note: Committees can legally obtain lists of donors to Massachusetts state candidates and committees at the Office of Campaign and Political Finance www.state.ma.us/ocpf Massachusequot;s Republican Pa#y
  84. 84. Where Do I Find Potential Donors? Ideologues  Previous donors to Republican candidates, PACs, and causes Note: Committees can legally obtain lists of donors to Massachusetts state candidates and committees at the Office of Campaign and Political Finance www.state.ma.us/ocpf  Professional Organization Member lists (AMA, Chambers, NFIB, NRA) Massachusequot;s Republican Pa#y
  85. 85. Where Do I Find Potential Donors? Ideologues  Previous donors to Republican candidates, PACs, and causes Note: Committees can legally obtain lists of donors to Massachusetts state candidates and committees at the Office of Campaign and Political Finance www.state.ma.us/ocpf  Professional Organization Member lists (AMA, Chambers, NFIB, NRA) Massachusequot;s Republican Pa#y
  86. 86. Where Do I Find Potential Donors? Ideologues  Previous donors to Republican candidates, PACs, and causes Note: Committees can legally obtain lists of donors to Massachusetts state candidates and committees at the Office of Campaign and Political Finance www.state.ma.us/ocpf  Professional Organization Member lists (AMA, Chambers, NFIB, NRA)  Petition Signers (Tax Rollback, Marriage Amendment, Local Petitions) Massachusequot;s Republican Pa#y
  87. 87. Where Do I Find Potential Donors? Ideologues  Previous donors to Republican candidates, PACs, and causes Note: Committees can legally obtain lists of donors to Massachusetts state candidates and committees at the Office of Campaign and Political Finance www.state.ma.us/ocpf  Professional Organization Member lists (AMA, Chambers, NFIB, NRA)  Petition Signers (Tax Rollback, Marriage Amendment, Local Petitions) Massachusequot;s Republican Pa#y
  88. 88. Where Do I Find Potential Donors? Ideologues  Previous donors to Republican candidates, PACs, and causes Note: Committees can legally obtain lists of donors to Massachusetts state candidates and committees at the Office of Campaign and Political Finance www.state.ma.us/ocpf  Professional Organization Member lists (AMA, Chambers, NFIB, NRA)  Petition Signers (Tax Rollback, Marriage Amendment, Local Petitions)  VoterVault! Massachusequot;s Republican Pa#y
  89. 89. Major Donors  Important part of your effort to raise capital  Recruited through personal solicitation of:  Town Committee Chairman  Finance Chairman  Local Republican elected officials Massachusequot;s Republican Pa#y
  90. 90. Major Donors  Establish levels of club  Target individuals to be new membership: major donors.  Local business owners  Active Members $50  Major donors to Republican  Silver Elephants $100 candidates  Golden Elephants $500  Current donors who could  Diamond Elephants $1,000 move up to a higher level  Try to find some connection between a member of the Finance Committee and the prospective major donor  Set up a meeting where you outline the campaigns goals and plan for attaining them  Demonstrate the impact their contribution will make on the campaign’s political operations Massachusequot;s Republican Pa#y
  91. 91. Massachusequot;s Republican Pa#y
  92. 92. Successful Solicitation of Major Donors: Massachusequot;s Republican Pa#y
  93. 93. Successful Solicitation of Major Donors: Sell Yourself! Massachusequot;s Republican Pa#y
  94. 94. Successful Solicitation of Major Donors: Sell Yourself! Massachusequot;s Republican Pa#y
  95. 95. Successful Solicitation of Major Donors: Sell Yourself!  Be optimistic, sincere and excited about the campaign Massachusequot;s Republican Pa#y
  96. 96. Successful Solicitation of Major Donors: Sell Yourself!  Be optimistic, sincere and excited about the campaign  An investment in a better future based on his/her values & ideals Massachusequot;s Republican Pa#y
  97. 97. Successful Solicitation of Major Donors: Sell Yourself!  Be optimistic, sincere and excited about the campaign  An investment in a better future based on his/her values & ideals  Be Flexible. Close the deal when you sense the person is ready Massachusequot;s Republican Pa#y
  98. 98. Successful Solicitation of Major Donors: Sell Yourself!  Be optimistic, sincere and excited about the campaign  An investment in a better future based on his/her values & ideals  Be Flexible. Close the deal when you sense the person is ready  Look at the situation from the potential donor’s point of view Massachusequot;s Republican Pa#y
  99. 99. Successful Solicitation of Major Donors: Sell Yourself!  Be optimistic, sincere and excited about the campaign  An investment in a better future based on his/her values & ideals  Be Flexible. Close the deal when you sense the person is ready  Look at the situation from the potential donor’s point of view  Communicate on their level Massachusequot;s Republican Pa#y
  100. 100. Successful Solicitation of Major Donors: Sell Yourself!  Be optimistic, sincere and excited about the campaign  An investment in a better future based on his/her values & ideals  Be Flexible. Close the deal when you sense the person is ready  Look at the situation from the potential donor’s point of view  Communicate on their level  Tell them how the money will be used Massachusequot;s Republican Pa#y
  101. 101. Successful Solicitation of Major Donors: Sell Yourself!  Be optimistic, sincere and excited about the campaign  An investment in a better future based on his/her values & ideals  Be Flexible. Close the deal when you sense the person is ready  Look at the situation from the potential donor’s point of view  Communicate on their level  Tell them how the money will be used  Ask for names of other people who might be interested in involvement Massachusequot;s Republican Pa#y
  102. 102. Major Donors  Make these donors a part of your campaign  Keep them informed of your progress and activities  Solicit their input throughout the campaign  These donors can help you expand your rolodex network Massachusequot;s Republican Pa#y
  103. 103. Massachusequot;s Republican Pa#y
  104. 104. Fundraising Letters Massachusequot;s Republican Pa#y
  105. 105. Fundraising Letters Massachusequot;s Republican Pa#y
  106. 106. Fundraising Letters  Who Should be Mailed?  List of local active donors compiled by the Committee  Acquired lists  Registered Republicans in your community  Targeted groups – use VoterVault for this Massachusequot;s Republican Pa#y
  107. 107. Fundraising Letters  Who Should be Mailed?  List of local active donors compiled by the Committee  Acquired lists  Registered Republicans in your community  Targeted groups – use VoterVault for this  Who Should Sign It?  Candidate  Local Republican elected official Massachusequot;s Republican Pa#y
  108. 108. Fundraising Letters  Who Should be Mailed?  List of local active donors compiled by the Committee  Acquired lists  Registered Republicans in your community  Targeted groups – use VoterVault for this  Who Should Sign It?  Candidate  Local Republican elected official  Content  Why are you running?  What is planned for the coming election cycle?  Urgent PS: Massachusequot;s Republican Pa#y
  109. 109. Fundraising Letters  Who Should be Mailed?  List of local active donors compiled by the Committee  Acquired lists  Registered Republicans in your community  Targeted groups – use VoterVault for this  Who Should Sign It?  Candidate  Local Republican elected official  Content  Why are you running?  What is planned for the coming election cycle?  Urgent PS: Watch your spelling/grammar! Massachusequot;s Republican Pa#y
  110. 110. Events Massachusequot;s Republican Pa#y
  111. 111. Events  Special events  Raise money  Increase awareness  Build excitement Massachusequot;s Republican Pa#y
  112. 112. Events  Special events  Raise money  Increase awareness  Build excitement  Establish a realistic target figure to be raised (after expenses) and work backward from there. Massachusequot;s Republican Pa#y
  113. 113. Events  Special events  Raise money  Increase awareness  Build excitement  Establish a realistic target figure to be raised (after expenses) and work backward from there. Massachusequot;s Republican Pa#y
  114. 114. Events  Special events  Raise money  Increase awareness  Build excitement  Establish a realistic target figure to be raised (after expenses) and work backward from there.  Secure a speaker for your event Massachusequot;s Republican Pa#y
  115. 115. Events  Special events  Raise money  Increase awareness  Build excitement  Establish a realistic target figure to be raised (after expenses) and work backward from there.  Secure a speaker for your event Massachusequot;s Republican Pa#y
  116. 116. Events  Special events  Raise money  Increase awareness  Build excitement  Establish a realistic target figure to be raised (after expenses) and work backward from there.  Secure a speaker for your event  Where possible, look to utilize donated space and resources. Massachusequot;s Republican Pa#y
  117. 117. Groups and PACs Solicit Donations From:  Town Committees  Like Minded Political Action Committees (PACS) i.e. NFIB, NRA, GOAL, CLT Approach these groups as you would Major Donors Massachusequot;s Republican Pa#y
  118. 118. DO NOT:  Over-sympathize with your prospect. Never begin with, “I know it’s a lot to ask, but…”  Leave without a firm commitment or a check in hand. Massachusequot;s Republican Pa#y
  119. 119. Campaign Finance Rules Massachusequot;s Republican Pa#y
  120. 120. Campaign Finance Rules  The Massachusetts Office of Campaign & Political Finance (OCPF) is the body that regulates your committee’s financial activities. Massachusequot;s Republican Pa#y
  121. 121. Campaign Finance Rules  The Massachusetts Office of Campaign & Political Finance (OCPF) is the body that regulates your committee’s financial activities. Massachusequot;s Republican Pa#y
  122. 122. Campaign Finance Rules  The Massachusetts Office of Campaign & Political Finance (OCPF) is the body that regulates your committee’s financial activities.  They exist to assist Party committees, PACs, and candidates in adhering to the finance laws that the legislature enacts. Massachusequot;s Republican Pa#y
  123. 123. Campaign Finance Rules  The Massachusetts Office of Campaign & Political Finance (OCPF) is the body that regulates your committee’s financial activities.  They exist to assist Party committees, PACs, and candidates in adhering to the finance laws that the legislature enacts. Massachusequot;s Republican Pa#y
  124. 124. Campaign Finance Rules  The Massachusetts Office of Campaign & Political Finance (OCPF) is the body that regulates your committee’s financial activities.  They exist to assist Party committees, PACs, and candidates in adhering to the finance laws that the legislature enacts.  Resources are readily available for you to stay in compliance with campaign finance laws. Massachusequot;s Republican Pa#y
  125. 125. Campaign Finance Rules  The Massachusetts Office of Campaign & Political Finance (OCPF) is the body that regulates your committee’s financial activities.  They exist to assist Party committees, PACs, and candidates in adhering to the finance laws that the legislature enacts.  Resources are readily available for you to stay in compliance with campaign finance laws. Massachusequot;s Republican Pa#y
  126. 126. Campaign Finance Rules  The Massachusetts Office of Campaign & Political Finance (OCPF) is the body that regulates your committee’s financial activities.  They exist to assist Party committees, PACs, and candidates in adhering to the finance laws that the legislature enacts.  Resources are readily available for you to stay in compliance with campaign finance laws.  Visit their website at: www.state.ma.us/ocpf for more details. Massachusequot;s Republican Pa#y
  127. 127. Massachusequot;s Republican Pa#y
  128. 128. Some Quick Points: Massachusequot;s Republican Pa#y
  129. 129. Some Quick Points:  Government employees may neither solicit donations, nor may their name ever appear on an invitation for a fundraising event - not even if donations are merely “suggested.” Massachusequot;s Republican Pa#y
  130. 130. Some Quick Points:  Government employees may neither solicit donations, nor may their name ever appear on an invitation for a fundraising event - not even if donations are merely “suggested.” Massachusequot;s Republican Pa#y
  131. 131. Some Quick Points:  Government employees may neither solicit donations, nor may their name ever appear on an invitation for a fundraising event - not even if donations are merely “suggested.”  A donor may contribute up to $500 to a local candidate committee Massachusequot;s Republican Pa#y
  132. 132. Some Quick Points:  Government employees may neither solicit donations, nor may their name ever appear on an invitation for a fundraising event - not even if donations are merely “suggested.”  A donor may contribute up to $500 to a local candidate committee Massachusequot;s Republican Pa#y
  133. 133. Some Quick Points:  Government employees may neither solicit donations, nor may their name ever appear on an invitation for a fundraising event - not even if donations are merely “suggested.”  A donor may contribute up to $500 to a local candidate committee  You must report the name and address of every contributor whose annual contributions are more then $50. Massachusequot;s Republican Pa#y
  134. 134. Some Quick Points:  Government employees may neither solicit donations, nor may their name ever appear on an invitation for a fundraising event - not even if donations are merely “suggested.”  A donor may contribute up to $500 to a local candidate committee  You must report the name and address of every contributor whose annual contributions are more then $50. Massachusequot;s Republican Pa#y
  135. 135. Some Quick Points:  Government employees may neither solicit donations, nor may their name ever appear on an invitation for a fundraising event - not even if donations are merely “suggested.”  A donor may contribute up to $500 to a local candidate committee  You must report the name and address of every contributor whose annual contributions are more then $50.  You must report the employer & occupation for every contributor whose annual contributions are more then $200. Massachusequot;s Republican Pa#y
  136. 136. Opposition Research Barney Keller Communications Director Massachusequot;s Republican Pa#y
  137. 137. A Reporter With No Deadline • You’ve got issues...and so does your opponent. • Think of You wantastoa know everything about deadline. yourself reporter with no your opponent. • If youhe does, thenopponentsthe advantage. than know your you have record better Massachusequot;s Republican Pa#y
  138. 138. Opposition Research Websites: www.Google.com www.LexisNexis.com www.OpenMass.org www.mass.gov/legis Massachusequot;s Republican Pa#y
  139. 139. Opposition Research • Key Words - What Are You Looking For • “ quotes ” vs. no quotes • Do a site search (DiMasi site:mass.gov) Massachusequot;s Republican Pa#y
  140. 140. Opposition Research Massachusequot;s Republican Pa#y
  141. 141. Opposition Research • LexisNexis.com • Available in any Public Library • X w/5 Y - Avoiding the “Middle Name” Trap • Jim Smith vs. J! Smith vs. J! w/2 Smith Massachusequot;s Republican Pa#y
  142. 142. Opposition Research Massachusequot;s Republican Pa#y
  143. 143. Opposition Research • www.OpenMass.org • Simple way ofthat Legislator Bills and Earmarks for seeing Sponsored Massachusequot;s Republican Pa#y
  144. 144. Opposition Research Massachusequot;s Republican Pa#y
  145. 145. Opposition Research • www.Mass.Gov/legis • Allows you to see individual Roll Calls on votes. • Roll Calls are Located in the House Journal • Search Bill Histories at www.Mass.gov/legis/ ltsform.htm Massachusequot;s Republican Pa#y
  146. 146. Opposition Research ✴Got Questions? Barney Got Answers. Call Barney Keller (617) 523-5005 x245 Massachusequot;s Republican Pa#y
  147. 147. Volunteer Recruitment Robert Willington, Executive Director Massachusequot;s Republican Pa#y
  148. 148. V Build Your Army Database Your Volunteers Eliminate Paper! First - Last - Street - Town - State - Zip - Email - Home - Cell - Interest Use Excel Massachusequot;s Republican Pa#y
  149. 149. V Build Your Army 04 R’s/U’s GOP Primary 06 R’s/U’s GOP Primary How Do You Go Personal Network After These Prospects? Republican Activists + 4/4 Republicans N.M.T Volunteer Prospects Coalition Groups (Guns, Life etc) Your Army Massachusequot;s Republican Pa#y
  150. 150. V Build Your Army ★phones. ★auto calls (push 1 to volunteer) What do you say to them? ★doors. ★mail. ★email. Massachusequot;s Republican Pa#y
  151. 151. V ★ Build Your Army Candidate Smith Social ★ Campaign “Strategy Session” Make Friends First Before Going Into Battle. Massachusequot;s Republican Pa#y
  152. 152. EP V “Thank You.” / KE Build Your Army Food. Smile. Fun. Access. Massachusequot;s Republican Pa#y
  153. 153. V Build Your Army Mike wants to volunteer. Meet Mike What do you do? Massachusequot;s Republican Pa#y
  154. 154. Voter ID Rob Willington Executive Director Massachusequot;s Republican Pa#y
  155. 155. Vo t er I .D . All Voters Are People Not All People Are Voters. Simple, but campaigns TOO OFTEN ignore this principle. Massachusequot;s Republican Pa#y
  156. 156. How Many North Signs?
  157. 157. Answer.
  158. 158. “T imes O f T h e S i g ns” a re o ver % of people driving by are not old enough to vote. % of people driving by are not registered to vote. % of people driving by are not citizens and thus can’t vote. % of people driving by are registered but never vote. % of voters driving by live in a neighboring district. % of voters are already committed for/against you. % of voters drove by and could not read the signs. % of voters in YOUR election, that are undecided, read your sign. How many “beeps” and “thumbs-ups” do you misinterpret as the last point?
  159. 159. 2 wa ys t o c a mpa ig n Hand out campaign flyers, newspaper advertisements, cable tv ads, billboards, shake hands at the supermarket. Election Day - pop the champagne, turn on the news, cross your fingers and hope for the best. “Hop ul a r!!! Wor e” It op ked!! st P This is the WRONG way. Mo !! PUSHING INFO ONTO VOTERS Massachusequot;s Republican Pa#y
  160. 160. 2 wa ys t o c a mpa ig n Determine Number of Votes To Win (based on previous elections) Find Those Voters – Locate those that support your candidate, through door knocks, phone calls. Tag each supporters as “Pro 08 GOP State Rep Cand” in VV. Remind YOUR Voters to Vote 4 days before Election Day. Har This is the RIGHT way. dW ork! PULLING INFO FROM VOTERS There is no finger crossing or “hoping” it’s HARD work.
  161. 161. Vo t er I .D . “To Identify A Voter Is To Know The Preference(s) Of A Voter” Kno w Thy Vo ter Massachusequot;s Republican Pa#y
  162. 162. Vo t er I .D . 70% of Massachuetts Voters Believe Child Custody Cases-Too Strict on Fathers 2nd Question? Massachusequot;s Republican Pa#y
  163. 163. Vo t er I .D . Misc. Issues vs Voting Issues There are Issues, and then there are VOTING issues. What incites MOVEMENT in a particular voter? Massachusequot;s Republican Pa#y
  164. 164. Vo t er I .D . ๏miscellaneous opinion. not just any Identify VOTING issues, Education High Taxes By Issue: Environment Anti Gambling Guns Spending Massachusequot;s Republican Pa#y
  165. 165. Vo t er I .D . By Issue Education High Taxes Environment Spending Massachusequot;s Republican Pa#y
  166. 166. Vo t er I .D . By Candidate Pro Giftos Und Giftos Anti Giftos Massachusequot;s Republican Pa#y
  167. 167. Vo t er I .D . By Issue Top Issue Spending - 3,295 Undecided 2,593 Top Issue Environment - 2,394 Undecided 943 Top Issue Taxes - 4,823 Undecided 2,194 Top Issue 2nd Amendment - 1,293 Undecided 932 Top Issue Pro Life - 1,934 Undecided 1,283 Top Issue Eduation 4,395 Undecided 2,194 Massachusequot;s Republican Pa#y
  168. 168. Vo t er I .D . Phones Door Knocking Paper Petitions Coalition Lists Massachusequot;s Republican Pa#y
  169. 169. Vo t er I .D. via p h o ne Hi, this is Rob from the Smith Campaign calling with a few quick questions? 1) What is the most important issue to you? 2) Do you support Smith for State Representative? Yes No Und 3) Would you like an absentee ballot? 4) Would you like a yard sign? Massachusequot;s Republican Pa#y
  170. 170. Vo t er I .D. via Do o r “Hi, I’m a volunteer for the Smith Campaign and I just wanted to give you his brochure. As a voter, what is on your mind? Have you made up your mind in this election?” Note Clues: NRA Sticker, Military, Private School, Old Glory, Bumper Stickers etc. Massachusequot;s Republican Pa#y
  171. 171. Vo t er I .D . vi a Event s Raffle a gift certificate to the 99 restaurant. Name: Phone: Email: Address: Do you generally lean Republican or Democrat? What issue do you care about THE most? Massachusequot;s Republican Pa#y
  172. 172. Vo t er I . D. vi a Event s co nt .. . Tell Beacon Hill What YOU Think! Name: Phone: Email: Address: The MOST important issue facing Massachusetts IS.... Health Care Spending Gun Rights Taxes Environment Crime Education Massachusequot;s Republican Pa#y
  173. 173. Vo t er I .D . Top Issue Education + Und Giftos = 3,921 Top Issue Taxes + Und Giftos = 5,239 Social Conservatives + Und Giftos = 2,831 Massachusequot;s Republican Pa#y
  174. 174. V o t er I .D. Questions? Massachusequot;s Republican Pa#y
  175. 175. GOTV Candidate Perry has found: 12,892 Pro Voters X 3 Days Left 4 Days Left Massachusequot;s Republican Pa#y
  176. 176. G.O .T . V. GOTV IS: GOTV is NOT: Massachusequot;s Republican Pa#y
  177. 177. G.O .T .V. • Candidate Smith Needs 11,000 •Knock In Targeted Precincts votes for State Rep. •Election Day - Poll Checkers equipped with list of 12,892 • Candidate Smith from 7AM to 1PM. Found 12,892 Pro Voters. •1PM List Sent To Phone Bank To Call Those That Have • 12,892 Voters is Yet To Vote. 9,000 House Holds. Massachusequot;s Republican Pa#y
  178. 178. G.O .T . V. Voter ID - Finds Your Pro Voters! GOTV - Pulls Them Out To Vote! On Election Day: Poll Checkers Equipped With Pro List. Phone Bankers Calling Those That DID NOT Vote. Sign Holders? - last priority. Massachusequot;s Republican Pa#y
  179. 179. G.O .T . V. Summary • Volunteer Intensive - Door Knockers, Phone Bankers. • Preparation - Poll Checking Lists, Phone Bank Locations. • 72 Hours is now 96 Hours. Massachusequot;s Republican Pa#y
  180. 180. who will get bombarded? 4/4 1,493 2,101 4 Da ro’s 3/4 ys Le A ll P ft! 2/4 4,953 1/4 2,458 0/4 853 Massachusequot;s Republican Pa#y
  181. 181. 2004 Ohio: GOTV to whom Did the amount of volunteer contacts effect outcome? 120% +2% 100% +18% 95% 96% 94% 80% 85% 78% 72% 60% +62% Four Calls Eight Calls 40% Zero Calls 39% 31% 20% 24% 0% High Propensity M id Propensity Low Propensity Ohio 2004 Turnout By Volunteer Phone Contact Massachusequot;s Republican Pa#y
  182. 182. GOTV: To Whom OH-Statewide, 2006* GOP Loss, Universe Size 2,862,954; 36 % of State Turnout By Propensity & GOTV Selection 90% +14% 80% 84% 70% +3% 82% 81% 68% 60% +67% Turnout 50% 52% 53% 49% 47% 40% 42% Tota l GOTV 30% 29% No-Conta ct 20% 19% 17% 10% +42,325 +54,179 +37,641 0% Total Turnout High Propensity (1,682,002 M id Propensity (857,825 Low Propensity (323,127 voters; 59% of Universe) V oters; 30% of Universe) V oters; 11% of Universe) Modeled Propensity Massachusequot;s Republican Pa#y
  183. 183. Logistics Robert Willington Pay Attention Massachusequot;s Republican Pa#y
  184. 184. L o g ist ic s “Amateurs study strategy, experts study logistics.” -Napoleon Bonaparte “the planning, implementation, and coordination of the details of a business or other operation.” Massachusequot;s Republican Pa#y
  185. 185. L o g ist ic s Phone Bank Locations? ✓Real Estate Offices ✓Law Offices ✓Travel Agencies Cell Phones - use free minutes on weekends! Massachusequot;s Republican Pa#y
  186. 186. L o g ist ic s Phone Bankers - Who Are They? ✓Candidates personal network ✓Republican activists. Massachusequot;s Republican Pa#y
  187. 187. L o g ist ic s Scripts? Stop Calling Time Policy? What does it say? Who creates/prints What data do you scripts? want? Used Voter Vault? Massachusequot;s Republican Pa#y
  188. 188. L o g ist ic s GOAL: campaign needs 10,000 Positive ID’s. AVG. 3/10 calls are complete 1/10 calls are positive 100,000 Raw Calls Must Be Made 100 Phone Banks 1,000 calls per phone bank. 10 People make 100 calls per volunteer per shift. Massachusequot;s Republican Pa#y
  189. 189. L o g ist ic s Training? - don’t assume people know what a “phone bank” is. Do your volunteers know how to call? Few volunteers LOVE to make calls so make it less painful. Compete - most phone calls wins ipod shuffle. Make It Fun, but minimize chatter. Massachusequot;s Republican Pa#y
  190. 190. L o g ist ic s What to do with phone completed scripts? Who inputs it into VoterVault? When is it put into Voter Vault? Massachusequot;s Republican Pa#y
  191. 191. L o g ist ic s Door To Door Maps & Walking List? Voter Vault? Clipboards? Cell? Apparel/Identifier? Vehicles/Local Drivers? Proper Apparel - rain jackets? Sneakers or Dress Shoes? Analysis - how many doors knocked? Number of Complete ID’s? Massachusequot;s Republican Pa#y
  192. 192. L o g ist ic s EVENTS Define Your Goals. Do you want to Register Voters? Voter ID? Massachusequot;s Republican Pa#y
  193. 193. L o g ist ic s EVENTS Register Voters NEED A SCREEN QUESTION: “Do You Support Bush’s War On Terrorism? Do you lean Republican or Democrat? Are you a registered to vote AT YOUR CURRENT RESIDENCE? Who got the Registration Cards? Where did they get them? Who is returning them and when? Massachusequot;s Republican Pa#y
  194. 194. L o g ist ic s EVENTS Voter ID Volunteers - NOT behind a table. Actively approaching people. What is the opening pitch? Each Volunteer should have at least 2 clipboards. CONSIDER event - Religious event, Gun Show, Town Day, etc... What are the individual volunteer goals at the event? Massachusequot;s Republican Pa#y
  195. 195. L o g ist ic s EVENTS • How large?vols needed. Determine number of •Who Drives? • Is it Legal? •Pay for Parking? • Entrances/Exits? •Start Time? Early • Portable Bathrooms? •Consider Draw & your district • Food Lines? Massachusequot;s Republican Pa#y
  196. 196. L o g ist ic s • When were volunteers trained for Event? • Do they understand purpose and know terrain? • Volunteers understand candidates positions? • Is Volunteer well presented? Wearing a90 degrees? Wearing tie/jacket with dress shoes in yankees hat? • Do Volunteers need food and drinks? Massachusequot;s Republican Pa#y
  197. 197. L o g ist ic s Expect PROBLEMS Complications should not surprise you but being ill prepared for them SHOULD surprise you. Formulate Emergency Process: Cell Phone Numbers for Staff and Volunteers should be distributed. EVERYTHING you use should have backups. Vehicles,Volunteers, Phone Bank Locations, Materials etc. Massachusequot;s Republican Pa#y
  198. 198. L o g ist ic s Organized Chaos - minimize chaos and maximize organized. You don’t need to be Karl Rove. You need TIME and DISCIPLINE to work on the DETAILS. Massachusequot;s Republican Pa#y
  199. 199. V o t er Va ul t  Developed by the RNC  Free! Costs Data X  No Longer Have To Go To Town Halls for Data.  Can Add/Extract Valuable Data. Massachusequot;s Republican Pa#y
  200. 200. V o t er Va ul t Begins with basic data - R’s, U’s, D’s and how often they vote: 0,1,2,3,4. Gives You Ability To Add VALUE to Data to use for current and FUTURE elections. Snowmobile Owner Top Issue Environment Gun Owner Social Conservative Yard Sign Location Top Issue Taxes Pro 2004 St. Rep. Candidate Marriage Signers Over 90 Affiliations To Use! Massachusequot;s Republican Pa#y
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