The M’s
of Success
SEA Fundraising Event
What we’ll be talking about...
• What are core campaign components?
• What’s your theme?
• Who do you need to speak to?
• ...
A little about me...
• A designer, writer and strategist
• Began in direct mail almost 20 years ago
• Online art/creative ...
Yes, I’m a Republican...
• Lifelong independent who became a
  Republican about a year ago
• For today, party is irrelevan...
The M’s of success...
Successfully running for office
comes down to four things:
• Message
• Management
• Money
• Mobilizati...
Message
• Politically speaking, the message is what
  defines you and your campaign
• Successful messages resonate with the...
Message: Audience
• Know your universe: registered voters in
  your region/district
• Work with your local/state party or ...
Message: Environment
• What’s happening to your neighborhoods
  and businesses?
• What’s the state of government and the
 ...
Message: Design
• “Brand” equals consistency
• Reflect your community and yourself
• Know what your name will be on the
 ba...
When you emphasize
  everything, you
emphasize nothing.
everything, you
mphasize emphasize nothing.When yo
 , you When you emphasize every
 othing. everything, you emphas
mphasiz...
Message: Analysis
• Change We Can Believe In
• It resonates and responds
• Ambiguously universal
• Technology did not elec...
Management
• Your goal is to get the number of votes
  needed to win
• You do this by managing two resources:
  money and ...
Management: Time
• When is election day?
• Are you well known?
• Do you have a primary or opponents?
• Is early/absentee v...
Management: Expenses
• Signs (Yard and Road)
• Mail (Four: Intro, Issues, Poeple & GOTV)
• Other (Doorhangers, Events, Let...
Management: Reminder
• Fully understand your fundraising and
  expense reporting requirements for
  your race
• Find a tru...
Management: Cost Estimates
$1,500 Yard Signs (500) artypeinc.com
$1,500 Road Signs (25) artypeinc.com
4x4 two-color with p...
Management: Sample Budget
Council Race in Tempe, AZ (Population: 185,000, Universe: 15,000)

$3,000 Yard Signs (1,000)
$3,...
Money: Fundraising Tips
• Have someone ask for you
• Start with clubs and affiliations
• Comfortable settings and audiences
...
Money: Strategies
• If you have a well thought out message,
  you’ll be more confident when it comes to
  asking for money
...
Mobilization: It’s all asking...
• Ask people in your area who are
  involved in politics for advice
• Ask associations, c...
What we talked about...
• Message, Management, Money and
  Mobilization
• Know the the voters in your universe.
• Build yo...
For more...
• Rob Kubasko
• rk@campaignsolutions.com
• @robkubasko
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SEA Fundraising Workshop - Rob Kubasko

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SEA Fundraising Workshop - Rob Kubasko

  1. 1. The M’s of Success SEA Fundraising Event
  2. 2. What we’ll be talking about... • What are core campaign components? • What’s your theme? • Who do you need to speak to? • How much money will you need to win? • How will you raise it?
  3. 3. A little about me... • A designer, writer and strategist • Began in direct mail almost 20 years ago • Online art/creative director for ASU • Bob Dole’s was my first client in 1995 • Creative director at McCain for President
  4. 4. Yes, I’m a Republican... • Lifelong independent who became a Republican about a year ago • For today, party is irrelevant • This is about running a successful campaign
  5. 5. The M’s of success... Successfully running for office comes down to four things: • Message • Management • Money • Mobilization Notice there’s no “t”
  6. 6. Message • Politically speaking, the message is what defines you and your campaign • Successful messages resonate with the viewer and respond to the environment • Message drives success, technology accelerates its acceptance
  7. 7. Message: Audience • Know your universe: registered voters in your region/district • Work with your local/state party or a mail shop to get it • You’re looking for gender, party and active voters • Opposition analysis
  8. 8. Message: Environment • What’s happening to your neighborhoods and businesses? • What’s the state of government and the issues people care about? • How do your qualifications, experiences and ideas solve problems? • You don’t need an answer for everything
  9. 9. Message: Design • “Brand” equals consistency • Reflect your community and yourself • Know what your name will be on the ballot, keep it the same everywhere
  10. 10. When you emphasize everything, you emphasize nothing.
  11. 11. everything, you mphasize emphasize nothing.When yo , you When you emphasize every othing. everything, you emphas mphasize emphasize nothing.When yo , you When you emphasize every othing. everything, you emphas mphasize emphasize nothing.When yo , you When you emphasize every othing. everything, you emphas mphasize emphasize nothing.When yo , you When you emphasize every othing. everything, you emphas
  12. 12. Message: Analysis • Change We Can Believe In • It resonates and responds • Ambiguously universal • Technology did not elect Barack Obama, it helped
  13. 13. Management • Your goal is to get the number of votes needed to win • You do this by managing two resources: money and people • Knowing your audience is key to this • Will you have help? Manager, volunteer coordinator and treasurer
  14. 14. Management: Time • When is election day? • Are you well known? • Do you have a primary or opponents? • Is early/absentee voting a big deal? • You need to know this so you can budget effectively
  15. 15. Management: Expenses • Signs (Yard and Road) • Mail (Four: Intro, Issues, Poeple & GOTV) • Other (Doorhangers, Events, Letters, etc.) • Volunteer (Phones, Waking, etc.) • Online? (Web Site, Email and Services) • Have lots of friends. (Free)
  16. 16. Management: Reminder • Fully understand your fundraising and expense reporting requirements for your race • Find a trusted, reliable person to serve as your campaign’s treasurer to do it • Or you will be fined, possibly imprisoned and sad
  17. 17. Management: Cost Estimates $1,500 Yard Signs (500) artypeinc.com $1,500 Road Signs (25) artypeinc.com 4x4 two-color with posts and ties $5,750 Mailer (15,000) zooprinting.com 6x9 bulk rate full color cards with labeling and postage $2,500 Others (Doorhangers, etc.) $1,000 Volunteer (Phones, Walking, etc.) $2,000 Online (Web Site, Email & Services)
  18. 18. Management: Sample Budget Council Race in Tempe, AZ (Population: 185,000, Universe: 15,000) $3,000 Yard Signs (1,000) $3,000 Road Signs (50) 6x9 bulk rate full color cards with labeling and postage $21,000 Mailer (4) three 6x9 postcards, one 4x6 bulk rate postcard $6,000 Others (Doorhangers, etc.) $1,500 Online (Web Site, Email & Services) $34,500 Total
  19. 19. Money: Fundraising Tips • Have someone ask for you • Start with clubs and affiliations • Comfortable settings and audiences • High dollar and low dollar donors • Donor envelopes make giving easier • Give people reasons to write a check
  20. 20. Money: Strategies • If you have a well thought out message, you’ll be more confident when it comes to asking for money • If you have a well thought out budget, you’ll be more confident conveying to people why you need their money. • Be honest • Lead by example
  21. 21. Mobilization: It’s all asking... • Ask people in your area who are involved in politics for advice • Ask associations, clubs and groups to be heard and to listen • Ask your friends to help, walk and raise money • ASK EVERYONE FOR THEIR VOTE
  22. 22. What we talked about... • Message, Management, Money and Mobilization • Know the the voters in your universe. • Build your message on your universe, environment, challenges and unique abilities to address them • Signs, mail and other collateral cost $ • Raise it through associations, networks and a well thought message and budget
  23. 23. For more... • Rob Kubasko • rk@campaignsolutions.com • @robkubasko

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