This document provides guidance on developing an effective grassroots political campaign. It outlines steps to take such as setting priorities and goals, creating a timeline, developing a budget, framing messages, recruiting and managing volunteers, lobbying officials, using various activist tactics, dealing with press, creating campaign materials, fundraising, and researching your opposition. Specific suggestions are given for tasks like phone banking, letter writing, hosting events, and public hearings. The overall aim is to strategically plan and execute a grassroots campaign to advance your issue.

1. PRACTICAL POLITICS The Nuts and Bolts of Grassroots Activism

2. Developing a Grassroots Strategy Set Priorities What is your issue? Difference between “Strategy” and “Tactics” Make a campaign plan Timeline, budget, audience Goal

3. Timeline Are there deadlines for action? Start at “D” day and work back Example Election Day Set realistic goals Make a calendar

4. Sample Electoral Campaign Timeline November 4 Election Day Nov. 2-4 GOTV Calls and Honk and Wave Oct. 29 Last mail out October 24- Nov. 4 Last phone bank Oct. 18-19 Second mail out Oct. 1 First mail out/Absentee Sept-Oct Walk precincts Mid Sept: Fundraiser/Order signs Sept 1 Walk piece ready for precinct walking/handouts July-Aug House parties/Kick off July Prepare simple handouts/website June Fund appeal letter/follow up phone calls/Other fund appeal calls Issues research Data base coordinator Treasurer Campaign volunteer coordinator

5. Budget Overall costs How to get them? Fundraising Allocation – set priorities Bank account, Treasurer

6. Framing What messages work? What is a “frame”? Keep your message in context/timely “ KISS” Keep it Simple Stupid! Buzz words and sound bites/Timely Change we can believe in New Leadership New jobs for a new economy

7. Examples of Frames “No Child Left Behind” “Pro Life” “Defense of Marriage” Act Change we can believe in Clean Energy New jobs for new economy

8. Working with Volunteers Attracting volunteers Assigning tasks The right person for the job Interest and skill based Making it fun Follow up Rewards Plus Can you fire a volunteer?

9. Where to Find Volunteers Environmental Groups Social Justice Groups Homeowners’ Associations Community Groups Seniors Young people/Students Parents Other interest groups

10. Using Volunteers Match talents with needs Petitioning Phone banking Fundraising Research PR Outreach Bookkeeping Office help Fundraising and keeping data base

11. Likely allies Like minded individuals and Groups Environmentalists Neighborhood groups Good Government activists National/State groups working on your issue

12. Unlikely Allies Keep open horizons Tax payer groups Parents Small Business Church groups People who are against your opponent

13. Lobbying Officials Be prepared Know who is in charge Have a specific action Do your homework Know their position Know their constituency

14. Lobbying cont. Take at least two to a meeting with the official Take notes Bring written material Be polite Be on time Act professional Follow up

15. Public Hearings Be prepared Have a spokesperson Keep comments short Don’t repeat Polite Hand outs ok Large presence

16. Activist Tactics Tabling Petitioning Events Press Canvassing Phone Banking

17. Tabling Use an ironing board Easy to read material Be polite Sign up sheets/Posters Don’t block entrances Know the 1 st Amendment Keep a schedule

19. Petitioning Know the rules/laws Is it election/pressure on electeds? Keep it simple Similar to tabling Strategically choose locations Park Service for deer WalMart for working conditions/Unions

20. Events Many events allow tables Make sure it’s a fit Be visible, polite Have plenty of material for audience Good place for sign ups College of Marin events Solar events Clean energy events/hearings

21. Canvassing Going door to door Election or other? Weekends/dinner hour Be polite If it’s election, use your lists. Up one side, down the other Teamwork Dog treats

22. Phone Banking Tactic for follow ups to Event invitations Fundraising pitches Polling/surveys Find large place Have a script Provide food for volunteers Keep track of responses

23. Dealing with the Press Press releases Press Conferences Letters to the Editor OpEds Cultivating “friendly” reporters Editorial Meetings

24. The Press Release Keep it short White space Who What Where When Contact info up front Short quotes Punchy Headline Know the right person to contact Follow up

25. The Press Conference Have a good visual reason for calling the press conference Dramatic At the “site” At the Hearing When something important has occurred Spokesperson Written comments

26. Letters to the Editor Choose a “scribe” Not all the same voice Simple and short (250 words optimum) Respond to paper’s stand/other letters Use email Consider their website, local blogs Respectful even if critical Use non-celebrities

27. OpEds Longer format Have a photo available A good editor Short paragraphs to the point Can respond to another one

28. Blogs Use existing paper’s websites Crate your own blog on your website Use political/environmental websites Calitics Sierra Club Sfgate

29. The “friendly” Reporter Find out who’s covering your issue Get to know them Be respectful Return calls If they’re not friendly, see who is Have a spokseperson

30. Editorial Meetings They usually call you If not, ask Bring two or three –they will! Be on time, polite, prepared Written materials Don’t be cowed OK to call back

31. Creating Effective Materials “ KISS” No more than 3-4 “bullet” points Prioritize your message Pictures and graphics Not too busy (White Space) “ Blocks” of information/photos Color choices Cost

32. Materials Continued Mailers Handouts/walk pieces Surveys/questionnaires Newsletters “ Dear Friend” Cards Ads Letters to supporters Posters Websites

35. Know Your Opposition Research Public record Court files Property records Their past and present filings Web Newspapers Other sources

37. Fundraising Events Major Donor drives Smaller donor drives Grants Dialing for Dollars Letters

38. Circles of Power

39. Events Low return Big investment – Time and money Need a committee Get donations – Food and wine Have a budget Good for publicity Always have sponsors

40. Major Donor Finance Committee Who donated to like-minded causes? High end house parties Good contacts Personal calls/visits Follow up Thanks

41. Smaller Donors Invite to events Letters to supporters Ask Again Friends and family and their F and F Phone banks “Pass the hat” Merchant drives

42. Grants Non-profit organizations Know the Foundation’s guidelines See who they’ve funded Consider professional help Have a clear budget Foundation Center Internet

43. “Dialing for Dollars” The candidate or chief fundraiser Call “high donors” Use volunteers for smaller donors Keep a list Script Be friendly Ask then wait Thank them

44. Letters Keep them short and simple Highlight the “ask” Get to the point One page Include a remit envelope “PS” Follow up calls

45. Are you ready to run? Why do you want to run? “ Fire in the belly” Is this the right office? What does your family think? Is this the right time? Can you afford it Money Time Nasty attacks and ie’s