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Candidate Training - Campaign Management


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

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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