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Developing a Campaign Plan.ppt
- 1. DEVELOPING A CAMPAIGN PLAN Campaign Skills 101 The National Democratic Institute
- 2. INTRODUCTIONS/ GROUND RULES • Introductions • Ground Rules • Ice Breaker Photo: NDI
- 3. CAMPAIGN PLAN OBJECTIVES • To become familiar with the main elements of a campaign plan • To practice using tools to identify and manage campaign resources
- 4. CAMPAIGN PLAN TOPICS Campaign Steps • Goal setting • Voter targeting • Research • Message • Voter contact • Budget • Fundraising • Election day Campaign Resources • People • Money • Time • Info Image: www.pixabay.com Image: www.pixabay.com
- 5. KEY TERMS • Constituency • Message • Voter contact • Field plan • Paid media • Earned media • Door-to-door/canvassing • Get Out the Vote (GOTV)
- 6. CONGRATULATIONS! You decided to run! Now what? Photo: NDI
- 7. WHAT IS A CAMPAIGN PLAN? • Roadmap that outlines what you are going to achieve, when, how and with what resources • Management tool • Measures progress • Keeps you organized, proactive, focused and on track
- 8. NO PLAN = PROBLEM Photo: Michal Zacharzewski / RGBstock Photo: www.pixabay.com Photo: www.pixabay.com Image: www.rgbstock.com
- 9. CHARACTERISTICS OF AN EFFECTIVE PLAN • Written • Flexible • Understandable • Includes the obvious • Research-based • Has clear goals and objectives
- 11. RESEARCH Knowledge is power! • Electoral context • Self research • Opposition research • Issue research
- 12. RESEARCH: ELECTORAL CONTEXT • Election system/rules • District characteristics • Voter characteristics • Past elections • Main factors affecting election Image: www.rfairfaxdemocrats.org
- 13. OPPOSITION RESEARCH • Identify viable opponents • Research –Personal and professional background –Previous statements/positions –Resources and support base –Weaknesses AND strengths
- 14. GOAL SETTING • Goal is usually to win election • How many votes do you need? • Example: Majoritarian –100,000 eligible voters –60,000 likely to vote –Need 30,001 votes
- 15. TARGETING VOTERS • Can’t please everyone • Don’t need 100% of voters • Maximize time and resources • Focus on “persuadables” not strong supporters or opponents
- 16. TARGETING VOTERS Choosing the right target means aiming for the middle Firmly Opposed Soft Opponent Undecided True Believer Soft Supporter Target Audience
- 17. 800,000 citizens and 500,000 eligible voters 300,000 50,000 60,000 5,000 55,000 30,000 URBAN RURAL 70% 30% EXERCISE: VOTER TARGETING
- 18. MESSAGE • Single idea/theme • Your values • What you repeat over and over • What you want people to remember • How you connect with and persuade voters Why am I asking for your support?
- 19. CHARACTERISTICS OF AN EFFECTIVE MESSAGE • Clear and concise • Compelling • Contrasting • Connected • Consistently delivered • Credible • Clear
- 20. MESSAGE EXAMPLE “It’s time for a change: time to support our schools, time to address government corruption, time to bring jobs back to our town. As a teacher and community activist, I want to lead that change.”
- 21. What we say about us What we say about them What they say about themselves What they say about us EXERCISE: MESSAGE BOX
- 22. MESSENGERS • Use real, relatable people • Use credible people • Trustworthiness and sincerity are key
- 23. DETERMING ISSUE IMPORTANCE AND POSITION • Tying issues to your message • Example: Clinton: “Change or more of the same?” Photo: AP
- 24. EXERCISE: DETERMINING ISSUE IMPORTANCE AND POSITION • Issue selection –How important is the issue? –Who has the better position?
- 25. GETTING THE MESSAGE OUT • Media • Print • Electronic • Social • Voter Contact Photo: Susan Markham, NDI
- 26. TRADITIONAL MEDIA Print • Newspapers • Magazines Electronic • Television • Radio Photo: A. Elwallani, NDI Photo: Sanja Gjenero for rgbstock.com
- 27. • Facebook • Twitter • YouTube • Personal/organization website COMMON SOCIAL MEDIA SITES
- 28. VOTER CONTACT • Getting your message out • Strategic and organized • Many delivery methods • Choose most convenient methods to target voters • Use resources wisely and efficiently
- 29. INDIRECT VS. DIRECT VOTER CONTACT • Direct requires more time and people • Indirect requires more money Photo: Amy Hamelin, NDI
- 30. DIRECT VOTER CONTACT Tactic Cost Manpower Needed Time Efficiency Effectiveness Door-to-door 1 5 5 1 5 Small personal events 1 4 4 2 4 Town meetings and other events 1-3 3 3 3 3 Candidate “meet and greets” 1 2 2 4 2 Distribution at gathering places 1 3 2 3 3 Phone banks 3 5 4 3 3
- 31. INDIRECT VOTER CONTACT Tactic Cost Manpower Needed Time Efficiency Effectiveness Literature distribution 3-5 1-3 1 4-5 1-2 TV, radio and newspaper ads 5 1 2 5 1 Letters to newspaper 1 1 1 4 2 TV, radio debates 1 1-2 2 5 2-3 Big events 4-5 3 3 3 3-4 Posters and billboards 2-3 1-3 2 2 1 Mail and e-mail 2-1 1 1 3 1-2 Social media 1 1 1 3 2
- 32. VOTER CONTACT PLAN EXAMPLE Method # Voters When Where Cost # Volunteers Door to door 3,000 May Weekend Homes $500 50 Direct mail 6,000 April Homes $2,500 10 TV ads 12,000 June Evening $5,000 3 Newspaper ads 10,000 June Sunday paper $4,000 2 Small Events 1,000 May Evenings Host’s home Covered by host 35 TOTAL 32,000 $12,000 100
- 33. EXERCISE: VOTER CONTACT PLAN Photo: Amy Hamelin, NDI
- 34. DELIVER AND PROTECT • Get Out the Vote (GOTV) • Poll watching Photo: NDI
- 35. CAMPAIGN RESOURCES • People • Money • Time • Information Photo and images: www.pixababy.com
- 36. CAMPAIGN TEAM QUESTIONS • What activities? • What skills? • What functions? • Where can I find the right people? • Who is responsible for what?
- 37. CAMPAIGN TEAM POSITIONS • Manager • Field organizer • Communications officer • Volunteer coordinator • Fundraiser • Press officer Photo: Amy Hamelin, NDI
- 38. CAMPAIGN TEAM POSITIONS • Researcher • Technology officer • New media officer • Office manager • Database manager
- 39. VOLUNTEER RECRUITMENT AND MANAGEMENT • Family and friends • Local schools/universities • Local civic/religious organizations
- 40. VOLUNTEER ASSIGNMENTS • Phone banks • Door to door • Internet research • Mailings or leaflet drops • Event organizing • Data entry • Press clips • Thank you letters and other correspondence
- 41. BUDGET • Anticipate costs and timing • Manage expenditures and revenues • Research costs • Track cash flow • Ensures no money left on Election Day and no debt
- 42. EXAMPLE:BUDGET Month 1 Month 2 Month 3 Month 4 Month 5 Office Phones/credit 400 300 400 800 1000 Supplies (paper, pens) 100 100 100 200 300 Equipment rental 150 150 150 150 150 Printing Flyers/Leaflets 150 150 250 500 Paraphernalia 500 Fundraising Events 1500 800 200 1000 Meetings 200 200 500 Voter Contact Canvassing 250 250 500 1000 GOTV 2000 Media Radio Ads 1000 Website 200 200 200 200 200 TOTAL EXPENSES 2500 1200 2250 2800 7650
- 45. FUNDRAISING • Who can give, when, how often, and how much? • Other fundraising tools such as events • In-kind contributions • Say thank you
- 46. EXAMPLE:FUNDRAISING PLAN REVENUE Month 1 Month 2 Month 3 Month 4 Month 5 Candidate contributions 1000 1000 500 Political Party contributions 5000 1550 Donations 500 250 500 1000 2500 Fundraising events income 2000 600 300 TOTAL EXPENSES 2500 1200 2250 2800 7650 TOTAL INCOME 8500 250 2100 2550 3000 CASH FLOW 6000 -950 -150 -250 -4650 CASH-ON-HAND 6000 5050 4900 4650 0
- 47. TIMELINE • Start from election day and work backwards • Refer to campaign plan • What needs to happen? • By when? • By whom? • With what resources? • Include key dates and deadlines
- 48. EXAMPLE:TIMELINE DATE ACTIVITY RESPONSIBLE RESOURCES After Election Day Finalize all tasks, pay workers -Appreciation party Campaign Manager, Office Manager, Finance Director -Campaign Team Money -Venue, food, small gifts Election Day GOTV – door-to-door -Campaign Manager/Field Director -Database Manager -Volunteer Coordinator GOTV leaflet Script for volunteers Lists of target voters Maps of areas 200 Volunteers Observation at polls and vote count -Campaign Manager and Field Director -Volunteer Coordinator Check list 50 Volunteers Candidate Press Events -Campaign Manager and Press Officer -Candidate Press packets Election day speech Election Day minus 1 Voter Contact Field Director and Volunteer Coordinator Persuasion leaflet 150 Volunteers Candidate Visits to community leaders Candidate and Campaign Manager Small thank you gifts for leaders Candidate Press Events Candidate and Press Officer Press packets Speech
- 50. DATA AND LIST MANAGEMENT • Lists of: –Supporters –Potential donors –Volunteers –Press contacts –Persuadable voter –Opinion leaders • Sources of information: –Official voter list –Candidate contacts –Supporter’s contacts –Party lists
- 51. DATA AND LIST MANAGEMENT • Full name • Gender • Age range/date of birth • Phone number(s) • Mailing address • Email • Polling station • Party affiliation • Voting intention • Voting history • Donor history • Volunteer history
- 52. CAMPAIGN PLAN REVIEW Photo: NDI Steps • Goal setting • Voter targeting • Research • Message • Voter contact • Budget • Fundraising • Election day Resources • People • Money • Time • Info