HOW 1. Why I attended today. 2. One thing I want to get out of I - - PowerPoint PPT Presentation

• 1. Why I attended today.
• 2. One thing I want to get out of

today’s workshop.

• 3. One Way I Lead.

HOW I LEAD

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8:45AM HOW I LEAD 9:30AM New Hampshire Women in Politics 10:00AM LEVEL UP YOUR LEADERSHIP 11:30AM LUNCH 12:00PM CALLED TO LEAD 1:00PM CAMPAIGNING: Plan the Work, Work the Plan 3:00PM CLOSING

AGENDA

A training powerhouse for women to run as they are for local and state office.

Erin Vilardi

Appeared on CNN, BBC, WSJ, The Guardian and Fox News and featured in O, The Oprah Magazine as well as numerous international and domestic articles on women and leadership. Serves on the Advisory Boards of Girl Meets World, the New American Leaders Project, and Democracy.com and is on the Leadership Teams

• f Vision2020 and Political Parity.

Executive Producer of Anne Richards’ Texas, a documentary about the late pioneering governor.

Level Up Your Leadership

What’s the most important thing to bring to public office?

• 1. Your Why

Level Up Your Leadership

What is your “Why”?

Finish this sentence:

I am running for office because I …

• 1. Know Why:

You Are the Best Person to Run

I am qualified to lead because I am ____________ and ____________.

Head and Heart Fact and Feeling Way of doing and how you do it. Soft and Hard

Groups of Three

• Each person will share one story for 2 minutes
• Get feedback for 1 minute
• Remember to include details in your story

How to give feedback

• What stood out?
• What do you remember?
• What do you know about her leadership?
• What did she Show not Tell?
• What detail will you remember tomorrow?
• Was there something you wanted to know more about?

90-second pitch

“Hi, my name is ___________________________, and I am [ambition: running for] _______________________________ because [story:] _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________. Please [ask for action: vote for] _______________________ me on [urgency/deadline:] __________________________!”

Work the Why!

• Always come back to your why, work to finesse it.
• Push beyond “to make a difference” or “passionate”.
• Get specific and lose the color.
• Yes, you can have many whys, and will be able to say it multiple ways:
• I am running because I...
• I believe I am the best candidate for our community because I...
• I am bringing ABC to our community in order to XYZ...

Qualified

Words Matter.

Expand how you talk about yourself

• Some words are more descriptive than others.
• Use head and heart.
• Keep a document with a kick-ass name: “I am

awesome and here’s why.”

• Then, do a personal word cloud or “Wordle”

Goal:

Connect your why (i.e. your passion) with your unique qualifications, life experiences and talents, to make the case to voters, donors and media. Why I am running + Unique qualifications = Supporters reason to choose you

What Women Bring

THE RESEARCH

• Women legislators sponsor more bills,

pass more laws, and send their districts more money

• More collaborative and bipartisan
• Prioritize women's health, families and

write more bills on civil rights, health and education

• Less likely to vote for war, vote to spend

less on military and less use of force

THE BARRIERS

• Multiple studies have found that

women underestimate their qualifications for office compared to men

• Bills are more likely to die - because

not enough support (another reason we need more women!)

• Sexism exists on the campaign trail -

from voters, parties and donors

6 Self-Assessment Questions:

• 1. Leadership
• What formal and informal positions have you served?
• 2. Civic participation
• Where do you show up in the community?
• 3. Public Facing Persona
• Who are you online and what do you want to present. Start having a POV now.

6 Self-Assessment Questions:

• 4. Know your why - be able to answer it with all the color

and without all the color

• You can have more than 1 why
• 5. Test out new vocabulary to describe your leadership
• Go to people you trust & make the case for each word
• 6. Be ready to answer how you will grow past your gaps
• Lots of new folks are entering - it’s an asset.

Faith Winter

Choose the title slide you like best, delete the

• thers.

RUN

AS YOU ARE

Campaigning 101: Plan the Work, Work the Plan

Rules for Planning

• If you don’t plan you might as well quit!
• If you can’t count it, it doesn’t exist!
• If it isn’t written down, it isn’t in the plan!
• Hire, thank and surround yourself with

DOERS not schmoozers!

Why Plan?

You have limited. . .

• $
• Resources
• Time

Steps to a Campaign Plan

• 1. Lay of the Land
• 2. Targeting
• 3. Message
• 4. Voter Contact

and Field Plan

• 5. Fundraising Plan

and Budget

• 6. Campaign Team
• 7. Earned Media Plan
• 8. Timeline

Lay of Land

What is really going on in your district?

Don’t forget the “neighbor” test. Normal people think about politics for 5 minutes a week.

• What is Beyonce’s daughter’s name?
• When does Scandal come back on tv?
• Who Is Gwen Stefani dating?

Lay of the Land - Reality

• Actual Numbers #’s
• Information About You
• Political/Cultural Information
• Important Dates and Events
• Movers and Shakers
• Opposition Research

Lay of the Land

Picture of worksheet https://voterunlead.org/resource/campaign-plan-p art-1-understand-the-game/

Information About You

• Important Dates & Events
• Opposition Research
• Actual #’s
• Political/Cultural Info.
• Movers and Shakers

Targeting

• You cannot talk to everyone!
• Your job is to get 51% of the vote!
• Strategy vs. Tactics
• Strategy: the plan to get to people who will vote for you &

why?

• Tactics: the tasks you do to accomplish your strategy.

High Support for You Undecided about you Low Support for you

High Voter Turnout

Base Vote (#3) Persuasion (#1) Opponent’s Base

Medium Voter Turnout

Turnout (#2) Unaffiliated Opponent’s turnout

Low Voter Turnout

Low Turnout Unaffiliated and rarely votes Opponent’s rarely vote

Voter Contact and Field Plan

Set goals on your contact number for:

• Tier 1: Persuadable Voters
• Tier 2: Turnout Voters
• Tier 3: Base Voters

The fun part – tactics!

• Door Knocking
• Live Phone Calls
• Handwritten Postcards
• Social Networking Strategy
• Outreach Events
• Lit Drop
• Mail
• Earned Media
• Website
• Advertising (tv, radio, print, online)
• Blogs, online news
• LTE Campaign
• Robo Calls
• Visibility

More Effective More Time Intensive & Expensive Less Effective Less Time Intensive & Expensive

Successful Door Knocking

• Field Kit (directions, sample door knock, tally sheet,

thank you letter, contact sheet)

• Get the voter file and get trained
• Determine Door Knocking Universe
• Set weekly, monthly goals
• Prioritize precinct based on voter type and density

Volunteer Math

• Phone Banking or Text 1 person, 1 hour = 30 calls
• Door Knocking 1 person, 1 hour = 20 doors
• Lit Dropping 1 person, 1 hour = 30 doors
• Handwritten Postcards 1 person, 1 hour = 25 postcards
• Law of Halves: 10 people to volunteer, 20 people need to

say yes, you need to ask 40

Separate GOTV Plan

• Who to contact and when
• Vote by mail program?
• Absentee ballots – who are we targeting and how are we talking to

them?

• Poll Watchers and Reporting
• Flushers
• Rides to the Polls
• Visibility

Fundraising Plan and Budget

• Number one rule – it is based on what you

need to do to win, not on what you think you can raise

• Make sure to include revenues, expenses

and cash flow in your plan

• Create a Cadillac budget, Mini-Van

(realistic) budget and a Pinto budget

• 75-80% should be spent on voter contact

• 1. Personal friends, family, & close colleagues.
• 2. The Power Circle

– Individuals that have a financial relationship with you. (They gain when you win.)

• 3. Prospects that share your ideological view

– Where is your low hanging fruit?

• 4. Prospects that have an ax to grind with

your opponent.

Show me the money!

You

Fundraising Tools

• Personal Solicitation by candidate
• Call Time
• Finance Committee
• Re-solicitation (ask again)
• Events
• Internet Fundraising
• Direct Mail, Email, & Phone Solicitation
• PAC Solicitation

Budget

• Revenue: kick off, matching donations, house parties, direct

mail, call time, steering committee, institutional donors

• Expenses: postcards, “walk piece” mail pieces, postage,

printing, design work, campaign manager, BRE’s, fundraising letters, schwag, events, community events, registration fees, website, advertising, paid phones, robo calls etc.

Congratulations!

You are ready to run as you are!

Minnesota! Come to RAYA

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