KEY TERMS Constituency Message Voter contact Field plan Paid - - PowerPoint PPT Presentation

KEY TERMS

• Constituency
• Message
• Voter contact
• Field plan
• Paid media
• Earned media
• Door-to-door/canvassing
• Get Out the Vote (GOTV)

CONGRATULATIONS!

You decided to run! Now what?

• Goal is usually to win election
• Example:

– 100,000 eligible voters – 60,000 likely to vote – Need 30,001 votes

• Roadmap that outlines what you are

going to achieve, when, how and with what resources

• Management tool
• Measures progress
• Keeps you organized, proactive, focused

and on track

RESEARCH

Knowledge is power!

• Electoral context
• Self research
• Opposition research
• Issue research

RESEARCH

OPPOSITION RESEARCH

• Identify viable opponents
• Research

– Personal and professional background – Previous statements/positions – Resources and support base – Weaknesses AND strengths

DETERMINING ISSUE IMPORTANCE AND POSITION

• Issue selection

–How important is the issue? –Who has the better position?

Your Message

• Have a single or just a few ideas/themes
• Portray your values
• What you repeat over and over
• What you want people to remember
• How you connect with and persuade

voters

^They need to know WHY you are asking for their support.

CHARACTERISTICS OF AN EFFECTIVE MESSAGE

• Clear and concise
• Compelling
• Contrasting
• Connected
• Consistently delivered
• Credible

Key Words

change, future, trust, effective, leader, traditional, skills, committed, cares, jobs, people-first, hard-working, independent, progressive, fighter, new, devout, forward, peacemaker, honest,

• ne-of-us,

rights, respect, transparent, represent

EXERCISE: MESSAGE BOX

What we say about us The reasons people should vote for you What we say about them The reasons people should vote against your opponent What they say about themselves The reasons people should vote for your

• pponent

What they say about us The reasons people should vote against you

EXERCISE: MESSAGE BOX

What we say about us “You can count on Fatima to fight for you.” What we say about them “Mohammed won’t be

• n your side when it

matters.” What they say about themselves “Mohammed brings people together to get things done.” What they say about us “Fatima fights with everybody and doesn’t get the job done.”

Voter Contact

• Getting your message out!
• Strategic and organized
• Many delivery methods
• Choose most convenient methods to

target voters

• Use resources wisely and efficiently

DATA & LISTS

• Lists of:

– Supporters – Potential donors – Volunteers – Press contacts – Persuadable voter – Opinion leaders

• Sources of

information: – Official voter list – Candidate contacts – Supporter’s contacts – Party lists

TARGETING VOTERS

• Can’t please everyone
• Don’t need 100% of voters
• Maximize time and resources
• Focus on “persuadables” not strong

supporters or opponents

TARGETING VOTERS

Choosing the right target means aiming for the middle

Firmly Opposed Voter Spectrum Soft Opponen t Undecide d True Believer Soft Supporte r Target Audience

Choosing the right target means aiming for the middle

Firmly Opposed Voter Spectrum Soft Opponen t Undecide d True Believer Soft Supporte r Target Audience

The Messenger Matters!

• Use real, relatable people
• Use credible people
• Trustworthiness and sincerity are key

Indirect Voter Contact

Literature distribution TV, radio and newspaper ads Letters to newspaper TV, radio debates Big events Posters and billboards Mail and e-mail Social media

Direct Voter Contact

Door-to-door Small personal events Town meetings and other events Candidate “meet and greets” Distribution at gathering places Phone banks

Indirect vs. Direct Voter Contact

• Direct requires more time and people
• Indirect requires more money

VOTER CONTACT PLAN EXAMPLE

Method # Voters When Where Cost # Volunteers Door to door 3,000 May Weekend Homes $500 50 Direct mail 6,000 April Homes $2,500 10 TV ads 12,000 June Evening $5,000 3

Newspaper ads

10,000 June Sunday paper $4,000 2 Small Events 1,000 May Evenings Host’s home Covered by host 35 TOTAL 32,000 $12,000 100

Who Will DO All of This?

• Manager
• Field organizer/s
• Communications officer
• Volunteer coordinator
• Fundraiser
• Press officer
• Scheduler
• Body Man
• Volunteers

VOLUNTEER RECRUITMENT AND MANAGEMENT

• Family and friends
• Local schools/universities
• Local civic/religious organizations

Example Volunteer Assignments

• Phone banks
• Door to door
• Internet research
• Mailings or leaflet drops
• Event organizing
• Data entry
• Press clips
• Thank you letters and other correspondence
• Parades & Sign Waves

Example Volunteer Assignments

So that Fundraiser You Mentioned…..

So that Fundraiser You Mentioned…..

• Thank donors personally and promptly. Hand written notes and

thank-you calls can make a strong impression.

• Find ways to recognize their support publicly at events or on

campaign materials.

• Keep them connected with campaign updates and invitations to

campaign events. Email is a low-cost way to stay in touch.

• Ask for their ideas, input, and participation as well as their

financial support. Taking Care of Donors (People who have given to your campaign) are your most likely source of additional support as long as you make them feel appreciated and connected. Here are a few tips:

TIMELINE

• Start from election day and work back
• Refer to campaign plan
• What needs to happen?
• By when?
• By whom?
• With what resources?
• Include key dates and deadlines

EXAMPLE:TIMELINE

DATE ACTIVITY RESPONSIBLE RESOURCES After Election Day Finalize all tasks, pay workers

• Appreciation party

Campaign Manager, Office Manager, Finance Director

• Campaign Team

Money

• Venue, food, small

gifts Election Day GOTV – door-to-door

• Campaign Manager/Field

Director

• Database Manager
• Volunteer Coordinator

GOTV leaflet Script for volunteers Lists of target voters Maps of areas 200 Volunteers Observation at polls and vote count

• Campaign Manager and Field

Director

• Volunteer Coordinator

Check list 50 Volunteers Candidate Press Events

• Campaign Manager and Press

Officer

• Candidate

Press packets Election day speech Election Day minus 1 Voter Contact Field Director and Volunteer Coordinator Persuasion leaflet 150 Volunteers Candidate Visits to community leaders Candidate and Campaign Manager Small thank you gifts for leaders Candidate Press Events Candidate and Press Officer Press packets Speech

GOTV

The "get out the vote" (GOTV) effort is often viewed as a separate phase of the campaign. In fact, it should be viewed as the final phase toward which everything else in the campaign builds.

GOTV

Election week--hopefully you’ll work with the party for a lot of this:

• canvassing
• volunteers at polling stations - easiest to get them to place signs at polling

place

• lawyer on-hand --try to work with the party for this
• group of phone bankers at gotv hq throughout the day on voting day
• Acceptance Speech (or otherwise) & press release ready to go