Candidate Training - Campaign Management

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Learn about the nuts and bolts of campaigning from writing your campaign plan to recruiting volunteers.

Learn and do. Run for office with Progressive Majority's help: http://www.progressivemajority.org/run-office

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  • The message box is the most basic side by side comparison of why you should be elected instead of your opponent. Can’t complete until you have an opponent, obviously, but you should at least have the upper left hand box done! Tully Message Box, developed by Democratic Strategist Paul Tully.
  • So this is what we’re looking for in each of those four boxes
  • And here’s the illustration of how it translates.
  • Candidate Training - Campaign Management

    1. 1. Campaign Management Contact: [email_address]
    2. 2. A Guide for Campaign Managers
    3. 3. Do Your Homework (before you take the job) <ul><ul><li>About the candidate. </li></ul></ul><ul><ul><li>About the district. </li></ul></ul><ul><ul><li>About past elections. </li></ul></ul><ul><ul><li>About the law. </li></ul></ul><ul><ul><li>About the key decision-makers. </li></ul></ul><ul><ul><li>About the major issues. </li></ul></ul>
    4. 4. Build Trust <ul><li>It’s your job to get the candidate to trust you. </li></ul><ul><li>Make sure you trust the candidate. </li></ul><ul><li>Build trust with donors and supporters. </li></ul><ul><li>How? </li></ul><ul><ul><li>Always fulfill commitments. </li></ul></ul><ul><ul><li>Always to act in the best interests of the campaign. </li></ul></ul><ul><ul><li>Always follow all laws and regulations. </li></ul></ul>
    5. 5. Electoral Landscape <ul><ul><li>Characteristics of district </li></ul></ul><ul><ul><li>Local or national issues </li></ul></ul><ul><ul><li>Geography of the district </li></ul></ul><ul><ul><li>Demographics – who makes up the electorate? </li></ul></ul><ul><ul><li>What else is on the ballot? </li></ul></ul><ul><ul><li>Projected turnout </li></ul></ul><ul><ul><li>Votes to win </li></ul></ul>
    6. 6. PLAN <ul><li>Create a written campaign plan </li></ul><ul><ul><li>A written road map for how to win </li></ul></ul><ul><ul><li>Provides early vetting of strategies </li></ul></ul><ul><ul><li>Saves time later </li></ul></ul><ul><ul><li>Maintains focus on winning </li></ul></ul><ul><ul><li>Professionals believe in your campaign </li></ul></ul>
    7. 7. Five Rules of Campaign Planning Rule 2: Things always take longer and cost more than you expect. Rule 3: A good plan, coupled with a realistic budget, produces targeted results. Rule 5: Knowing and following the rules minimizes stupid risks and mistakes. Rule 4: Plans should be flexible and adapt to changing circumstances. Rule 1: Time, people, money are your most valuable resources; use them wisely.
    8. 8. For Every Action Item… <ul><li>What needs to be done? </li></ul><ul><li>When will it happen? </li></ul><ul><li>How much will it cost? When? </li></ul><ul><li>Who is responsible for making sure it gets done? </li></ul><ul><li>Who is accountable if it doesn’t get done or is delayed? </li></ul><ul><li>Is this necessary to do to for us to win? </li></ul>
    9. 9. SYSTEMS <ul><ul><li>Who’s in charge? How does it work? How is it tracked? </li></ul></ul><ul><ul><ul><li>Scheduling </li></ul></ul></ul><ul><ul><ul><li>Fundraising </li></ul></ul></ul><ul><ul><ul><li>Finance </li></ul></ul></ul><ul><ul><ul><li>Press </li></ul></ul></ul><ul><ul><ul><li>PACs and endorsements </li></ul></ul></ul><ul><ul><ul><li>Volunteer recruitment and management </li></ul></ul></ul><ul><ul><ul><li>Voter contact </li></ul></ul></ul><ul><ul><ul><li>GOTV </li></ul></ul></ul>
    10. 10. Create a Succinct and Compelling Message™ ™ Jennie Blackton 2009 <ul><ul><li>Why is your candidate running? </li></ul></ul><ul><ul><li>What's the problem? Who's hurting? </li></ul></ul><ul><ul><li>What are your candidate’s experiences with this problem? </li></ul></ul><ul><ul><li>What creative solutions does the campaign offer? </li></ul></ul><ul><ul><li>What's standing in the way? Opponent? Apathy? Lack of information? </li></ul></ul><ul><ul><li>Therefore, what does the campaign want? </li></ul></ul>
    11. 11. MESSAGE “ [A message is] a limited body of truthful information which is consistently conveyed by a candidate and an organization in order to provide the persuasive reasons for an audience to choose, and act on behalf of their choice of, our candidate.” — Paul Tully, former director, Democratic National Committee
    12. 12. The Message Box What our opponent is saying about her/himself What we’re saying about our opponent What our opponent is saying about us What we’re saying about us
    13. 13. Developing a Message Box Strengths Values Interests Weaknesses Vulnerabilities Stereotypes Weaknesses Vulnerabilities Stereotypes Strengths Values Interests
    14. 14. Message Box Illustration
    15. 15. Manage the Money <ul><ul><li>How much do we need? Your budget. </li></ul></ul><ul><ul><li>Who can we ask? Your fundraising list. </li></ul></ul><ul><ul><li>How much can they give? Your contribution limits. </li></ul></ul><ul><ul><li>When, where, and how will we ask? Your pitch. </li></ul></ul><ul><ul><li>How will we accept (and thank) contributions? Your process. </li></ul></ul>
    16. 16. Fundraising <ul><ul><li>Parameters – Know relevant campaign finance laws. </li></ul></ul><ul><ul><li>Goals – How much do you need each day? Each week? Each month? </li></ul></ul><ul><ul><li>Targets – From whom? Have specific fundraising targets. </li></ul></ul><ul><ul><li>Tools – How will you raise? </li></ul></ul><ul><ul><li>Who – Who’s going to do what? Make specific assignments. </li></ul></ul><ul><ul><li>Timeline – When will you ask? </li></ul></ul><ul><ul><li>Acknowledgement – How and when will you thank donors? </li></ul></ul><ul><ul><li>Evaluation – How and when will you check your progress? </li></ul></ul>
    17. 17. Spend the Money Wisely <ul><ul><li>Target all of your resources. </li></ul></ul><ul><ul><li>Don’t buy unnecessary things. Learn to say no! </li></ul></ul><ul><ul><li>Only buy things that help you win votes. </li></ul></ul><ul><ul><li>Be a responsible steward….. </li></ul></ul><ul><ul><ul><li>No, it doesn’t grow on trees. </li></ul></ul></ul>
    18. 18. Creating and Following A Budget <ul><ul><li>Who’s in charge? </li></ul></ul><ul><ul><li>Let history be your guide </li></ul></ul><ul><ul><li>Be realistic </li></ul></ul><ul><ul><li>Reflect the goals of your plan </li></ul></ul><ul><ul><li>Maximize direct voter contact and communications </li></ul></ul><ul><ul><li>Detail expenses by month </li></ul></ul><ul><ul><li>Don’t sweat the small stuff </li></ul></ul><ul><ul><li>Outline projections for expenses and revenue by month </li></ul></ul>
    19. 19. Overhead 10% Voter Contact 71% Consulting/Research 7% Fundraising/Compliance 12%
    20. 20. Build a Staff <ul><ul><li>Paid and unpaid. </li></ul></ul><ul><ul><ul><li>Paid staff should be professionals. </li></ul></ul></ul><ul><ul><li>Key volunteers can serve as unpaid staff. </li></ul></ul><ul><ul><ul><li>Look for people who have transferrable skills. </li></ul></ul></ul><ul><ul><li>You need energy and excitement – build it. </li></ul></ul><ul><ul><li>Delegate, delegate, delegate! </li></ul></ul>
    21. 21. Staff and Volunteers <ul><ul><li>Candidate </li></ul></ul><ul><ul><li>Candidate’s partner </li></ul></ul><ul><ul><li>Brief job descriptions and “hiring” timeline: </li></ul></ul><ul><ul><ul><li>Campaign manager / Other staff </li></ul></ul></ul><ul><ul><ul><li>Fundraiser / Finance chair </li></ul></ul></ul><ul><ul><ul><li>Campaign chair / Kitchen cabinet </li></ul></ul></ul><ul><ul><ul><li>Volunteers </li></ul></ul></ul>Tip: Never work harder than the candidate.
    22. 22. Target the Right Voters <ul><ul><li>Decide which voters are needed to win </li></ul></ul><ul><ul><li>Talk to those voters early and often. </li></ul></ul><ul><ul><li>Use what you learn about those voters. </li></ul></ul><ul><ul><li>Repeat, Repeat, Repeat. </li></ul></ul>
    23. 23. More on Targeting <ul><ul><li>Data requirements </li></ul></ul><ul><ul><li>Total expected vote </li></ul></ul><ul><ul><li>Vote goal – a.k.a. WIN NUMBER! </li></ul></ul><ul><ul><li>Base vote + swing vote </li></ul></ul><ul><ul><li>Precinct targeting </li></ul></ul><ul><ul><ul><li>Best </li></ul></ul></ul><ul><ul><ul><li>Swing </li></ul></ul></ul><ul><ul><ul><li>Lean GOP </li></ul></ul></ul><ul><ul><ul><li>Forget about it </li></ul></ul></ul>
    24. 24. Create Excitement <ul><ul><li>Voters need to hear the “buzz” </li></ul></ul><ul><ul><li>Earn media coverage of your campaign. </li></ul></ul><ul><ul><li>Pay for media coverage – ads and mail. </li></ul></ul><ul><ul><li>Peak at the right time—a rising level of excitement leading to election day. </li></ul></ul>
    25. 25. Get out the Vote <ul><ul><li>Get your supporters to the polls. </li></ul></ul><ul><ul><li>Provide direction, encouragement, and rides. </li></ul></ul><ul><ul><li>Make it meaningful—give your supporters a sense of their own power. </li></ul></ul><ul><ul><li>Thank your supporters. Thank them again. </li></ul></ul><ul><ul><li>Celebrate! </li></ul></ul>
    26. 26. GOTV Plans <ul><ul><li>Who’s in charge? Create GOTV Teams. </li></ul></ul><ul><ul><li>Re-evaluate and finalize plan </li></ul></ul><ul><ul><li>How many volunteers will you need? </li></ul></ul><ul><ul><li>Clarify tactics and timeline: Early voting? Absentee? Vote by Mail? Same day registration? Poll watching? </li></ul></ul><ul><ul><li>Staging and visibility </li></ul></ul><ul><ul><li>Getting supporters to the polls </li></ul></ul><ul><ul><li>Phonebanks </li></ul></ul><ul><ul><li>Systems/Flushers </li></ul></ul>
    27. 27. Contact: Progressive Majority www. progressivemajority .org

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