The Campaign Manager: Running and Winning Local Elections
Featuring invaluable insight from an expert author, The Campaign Manager offers the most comprehensive guide for organizing, funding, publicizing, and winning local political campaigns. Author Catherine Shaw draws on experience from her three terms as mayor of Ashland, Oregon, and dozens of campaigns to provide practical, proven advice, and her field-tested methods carry candidates through the entire process. The fourth edition offers expanded coverage of key concepts—including targeting...
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The complete guide to executing successful local political campaigns, packed with expert insights and updates on current trends
Preface xiHow to Use This Handbook xiiiThe Framework xiiiThe Layout xivKnow the Law xviThe Ten Commandments of Campaigning xviiiThe Cardinal Sins of Campaigning xviii1 Precinct Analysis: The Sinners, the Saints, and the Savables 1Context of Neighborhood 5Independents 8The Undervote 14Finding Swing Voters 182 The Campaign Team 21The Campaign Committee 21Campaign Committee Packets 23The Treasurer 25The Campaign Manager 28Ten Tips for Campaign Managers 30The Campaign Chair or Co-Chairs 30Finding Volunteers 31Potential Volunteer Sources 33Volunteer Sign-Up Sheet 343 The Campaign Brochure 37Campaign Theme and Message Development 38Polling 41Brochure Development 51Campaign Slogans 56Logo 60Layout 61Voters' Pamphlet 674 The Volunteer Organization 75Methodology 75Phone Banks 81Phone Bank Locations 84Clerical Workers 86Time Allotments for Volunteer Tasks 885 Fund-Ratsing 91Early Endorsements=Early Money=Early Media Buys 92Campaign Budget 93Direct Mail for Money 100Special Events 105Candidate Calls to Raise Money 114Calling for Money for Ballot Measures 115Raising Money on the Web 115The Campaign Finance Committee 117Campaign Finance Committee Packets 119Tips for Successful Fund-Raising 134Fund-Raising Ideas That Take Less Than One Month of Preparation 135"Hey, Big Spender" 137The World's Smallest Brochure: Direct Mail That Works 140Keeping Track of Donations 1446 Lawn Signs 145To Be or Not To Be 145Logo and General Information 147Location, Location, Location 152Preparing for the First Day 155Field Signs 159Maintenance ofSigns 161Lawn Sign Removal 162Bumper Stickers and Buttons 1637 Targeting Voters 165Finding the Likely Voter 165Partisan Gaps 172Canvassing 183Direct Mail 194Tracking Polls 2088 Media 211Print Media: Paid and Unpaid 212Fielding Questions from the Press 220Radio and Television 236Choosing Your Media Specialist or Team 241Web Page and YouTube 2579 The Candidate 261The Lay of the Land 262Packaging the Candidate 265Stay on Your Message 272Outsider Campaign Versus Incumbent Campaign 277Debates 280Fielding Negative Questions 283Developing Your Public Speaking Skills 287Write-In, Third-Party, and Nonpartisan Candidates 294Media and the Candidate 301Negative Campaigning 301Ten Dos and Don'ts of Attacks 304Thank-You Notes 30610 The Issue-Based Campaign 309Initiative and Referendum 309Local Preemption 314Polling and the Issue-Based Campaign 315Speakers' Bureau 317Recall 318A Petition Is Pulled 319Saving Our Libraries 321Investing in Education 325Packaging the Issue-Based Campaign 326Flies in the Ointment: The Double Majority, Independents and the Super Majority 329The State Initiative and Referendum Process 33511 Getting Out the Vote (GOTV) 341The Essentials 342Identifying Your Voters 345Last-Minute Efforts to Persuade Voters 348Poll Watching 352Phoning 356The Absentee Ballot and Early Vote 357Vote by Mail 361Organizing the GOTV Phone Banks 37012 The Campaign Flowchart 373Settin Up a Preliminary Flowchart 374Finalizing the Flowchart 377The Campaign Calendar 38813 After the Ball 381Facing Election Night 381Retiring a Campaign Debt 383Afterword 385Notes 387Appendix 391Conducting a Precinct Analysis 391Assigning the Undervote 402Predicting Voter Turnout 404Alternatives for Finding Swing Voters 407Votes Needed to Win (VNW) 408About the Author 411Index 413
