From Leadership Institute Training 7/20/13

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CAMPAIGN STRUCTURE

2. Campaign Strategy
“All politics is personal”
Tip O’Neil
“Power is not only what
you have but what the
enemy thinks you have”
Saul Alinsky

3. Lincoln 4-Step
"Organize the whole state, divide each
county into small districts and appoint
in each a subcommittee, make a perfect
list of voters and ascertain with
certainty for whom they will vote, and
on election day see that every Whig is
brought to the polls."
Abraham Lincoln
Illinois State Register
February 21, 1840
Campaign Strategy

4. Basic Campaign Principles
 Campaign structure should
follow campaign plan.
 Staff should be of good
character, loyal, and
competent.
 Form follows function.
 You get what you measure,
so always have
benchmarks.
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5.  Local Race
 Small scale, few paid staff, name recognition, hard work with little money pays
off.
 State Level
 Mid-scale, few paid staff, name recognition, paid media and earned media.
 Federal Office
 Large scale, many paid staff, paid media, consultants.
 Ballot Initiative
 Run like a campaign, but focused on an issue – not about a person.
 Issue-based
 Like a ballot initiative, but can be on-going.
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Types of Campaigns

6.  Definition of leadership.
 Who is this about?
 Qualities of a good candidate.
 What is this about?
 Two job duties as a candidate.
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The Candidate

7. Strategic Concerns
Candidate strengths and weaknesses:
• Ability to draw volunteers.
• Ability to raise money.
• Public speaking ability.
• Candidate’s background/story.
• Support level within the party.
• Ability to draw support from the
community.
• Pre-existing name recognition.
• Pre-existing public opinion.
• Incumbent, challenger, or open?
Campaign Strategy

8. Staff Roles – The Big Three
 Campaign Manager – CEO, confidence of
candidate, low profile, organized, leader.
 Campaign Treasurer – legally required, responsible,
trustworthy.
 Campaign Counsel – knows election law and state
law, advises candidate.
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9. Staff Roles Continued
 Communications Director – sound political judgment, relationship
with local media, positive, not a glory hound.
 Political/Field Director – organized, hunts where the ducks are,
results-driven.
 Finance Director – chief fundraiser, develops fundraising strategy,
excellent salesman.
 Scheduler – trusted, accountable, organized, knowledgeable of
local political landscape, proactive and reactive.
 Volunteer Coordinator – MOTIVATOR!, organized, friendly yet firm.
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10. Staff Job Duties
 Detailed job descriptions.
 Chief responsibilities.
 Daily, weekly, monthly goals.
 Staff organizational structure/flow chart.
 Salary/compensation.
 10-15% of money raised should be spent on staff salaries.
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11. Advisory Committee – Kitchen Cabinet
 This committee is made up of key stakeholders in your district or state.
 These people yield influence amongst your constituency.
 All or some should know key donors and how to fundraise in your race.
Most will have political or campaign experience specific to your race.
 You want these people to have an invested interest in your candidate and
race.
 Examples: former candidates, county party officials, party officials,
business owners, election lawyers.
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12. Consultants
 Experience – in your type of race.
 Advice – handle unexpected crises.
 Special skills - POLITICAL Consultant.
 Chemistry - enjoy being around them.
 Confidence – trust them.
 Share general political philosophy – value.
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13. Consultants
 Objectivity – ALWAYS tells
you the truth.
 Creativity.
 Competence.
 Accessible – how quickly
they return calls and e-
mails.
 Analytic and consistent
strategic skills.
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14. Other Roles
 Kitchen Cabinet.
 Candidate’s Spouse.
 Personal Aide.
 Advance Coordinator.
 Press Secretary.
 Precinct Director.
 New Media
Coordinator.
 Research Coordinator.
 Director of Operations.
 Policy Director.
 Special Projects and
Titles.
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15. Things to Remember
 Form follows function.
 Set goals.
 Budget no more than 10-15% for staff pay.
 Volunteers can fill traditionally paid roles.
 One person can fill multiple roles.
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Questions?