The Campaign Manager : Running and Winning Local Elections PDF
Preview The Campaign Manager : Running and Winning Local Elections
The Campaign Manager Taylor & Francis Taylor & Francis Group http://taylorandfrancis.com SIXTH EDITION The Campaign Manager Running and Winning Local Elections CATHERINE SHAW ROUTLEDGE RTayoloru &t Flreandcisg Geroup LONDON AND NEW YORK First published 2018 by Routledge 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN and by Routledge 711 Third Avenue, New York, NY 10017 Routledge is an imprint of the Taylor & Francis Group, an informa business © 2018 Catherine Shaw The right of Catherine Shaw to be identified as author of this work has been asserted by her in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data A catalog record for this book has been requested ISBN: 978-1-1385-8927-8 (hbk) ISBN: 978-0-8133-5079-0 (pbk) ISBN: 978-0-4294-9174-0 (ebk) Typeset in Garamond Pro by Servis Filmsetting Ltd, Stockport, Cheshire To Senator Dr. Alan Bates (March 17, 1945–August 5, 2016) Thank you for letting me chase rabbits down holes And a special thanks to Dr. Michael Holstein, PhD Taylor & Francis Taylor & Francis Group http://taylorandfrancis.com Contents Preface xi Acknowledgments xiii 1 BEFORE YOU BEGIN 1 How to Use This Book 1 A Message for the Candidate 2 The Framework 5 Know the Law 7 2 PRECINCT ANALYSIS: THE SINNERS, THE SAINTS, AND THE SAVABLES 9 Context of Place 9 Nonaffiliated Voters (“Independents”) 13 The Sinners, the Saints, and the Savables 14 Do the Math 15 Votes Owed 22 Predicting Voter Turnout 33 3 THE CAMPAIGN TEAM AND VOLUNTEER ORGANIZATION 39 The Campaign Committee 39 The Campaign Manager 43 The Campaign Chair or Co-Chairs 44 Volunteer Organization 44 Canvassing 49 Phone Banks 55 Clerical Team 61 Time Allotments for Volunteer Tasks 62 vii viii CONTENTS 4 CAMPAIGN MESSAGING 65 Campaign Theme and Message 65 Message Development for Candidates 67 Polling 69 Campaign Slogans 75 Logo 80 Walking-Piece Development 80 Voters’ Pamphlet 88 5 FUNDRAISING 95 Early Endorsements = Early Money = Early Media Buys 96 Campaign Budget 97 Direct Mail for Money 103 Special Events 106 Candidate Calls to Raise Money 109 Calling for Money for Ballot Measures 109 Raising Money Online 110 Fundraising Through Email 111 Tips for Successful Fundraising 112 Fundraising Ideas That Take Less Than One Month of Preparation 113 The World’s Smallest Brochure: Direct Mail That Works 117 Thank-You Notes 120 6 DIGITAL AND SOCIAL MEDIA 122 Digital Strategy 123 The Website: Where People Come to You 127 Social Media: Where Conversations Happen 131 Outreach: Where You Go to People 147 Other Digital Tools 151 7 TRADITIONAL MEDIA: PRINT, RADIO, AND TV 155 Print Media: Paid and Unpaid 155 Fielding Questions from the Press: Top Tips 170 Radio 171 Television 173 Ad Production 176 Placing Your Buys on Television: Research, Research, Research 182 CONTENTS ix 8 TARGETING VOTERS 186 Finding the Likely Voter 186 Voter Gaps 190 Finding Priority Precincts 192 Direct Mail 194 Urban Versus Rural 202 9 LAWN SIGNS 203 To Be or Not to Be 203 Logo and General Information 205 Lawn Sign Installation 210 Field Signs 214 Maintenance and Removal 215 Untargeted Activities: Bumper Stickers and Buttons 217 10 THE CANDIDATE CAMPAIGN 219 The Lay of the Land 220 Packaging the Candidate 221 Stay on Message 226 Outsider Campaign Versus Incumbent Campaign 228 Debates 230 Public Speaking 236 Write-In, Third-Party, and Nonpartisan Candidates 238 Negative Campaigning 242 Dos and Don’ts of Attacks 242 Recall 243 11 THE ISSUE-BASED CAMPAIGN 248 Initiative and Referendum 249 Competing Measures 251 Local Preemption 252 Polling and the Issue-Based Campaign 253 Saving Our Public Buildings 256 Special Districts 260 Flies in the Ointment: The Double Majority, Independents, and the Supermajority 265 The State Initiative and the Referendum Process 266
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