The Election Process

Module 6.1: Campaigns

Targeting Methods of Campaigns

• The “Shotgun”– Targets a broad segment of the public – Used to increase salience through “area effect”– Nationwide campaigns

• The “Rifle”– Targets a specific segment of the public– Demographic cleavages– Socioeconomic cleavages– Key Congressional districts

Campaigns common to all interests

• Publicity– Media exposure– Managed coverage– Positive public image– Negative public image of opposition

• Fundraising– Personal Contributions– Interest Group Contributions– The “War Chest”

Campaign as Product

• "A product is something that is molded, produced, thought out and set out before the person: 'We have made this for you, we think this will help.' Jim Durfee, Advertising Executive, Carl Ally Agency.

• Question for Discussion: How does this apply to candidacies and campaigns?

What makes a candidacy different?

• Five facets of an election campaign– Media– Fundraising– Personal image– Primary election– General election

• A successful candidacy usually depends on strengths in all five areas

Another Look at Campaigns: The 4 M’s

• Message– Substance– Modes of communication

• Media– Managed coverage– Paid advertisement

• Machine– Paid staff – Volunteers & supporters– endorsements

• Money– Candidate contributions– Individual contributions– Interest Group contributions

A Typical Election Campaign

Campaign Finance

• How to raise money for election campaigns– Most candidates spend > ¼ of campaign raising $

• Four ways to fund a campaign:– Candidate contributions

• The candidate pays “out of pocket”

– Individual Contributions• Supporters donate money

– PAC Contributions• Political Action Committees raise funds for the campaign

– Public Funding• Tax dollars• Qualifying parties and candidates eligible for “matching funds”

Questions for Discussion

• Should there be a limit to how much $ any one candidate can pay out of pocket for his own campaign?

• Should there be a limit to how much $ any one person can give to a campaign?

• Should there be a limit to how much $ any organized group can give to a campaign?

• Should election campaigns be publicly funded?

Timeline of campaign regulation

• 1867: Naval Appropriations Bill – limits fundraising by naval officers

• 1883: Pendleton Act – limits fundraising by all civil service employees

• 1905: T. Roosevelt’s State of the Union Address– proposes public financing and ending corporate contributions

• 1907: Tillman Act – prohibits corporate contributions, but is rendered unenforceable

• 1910: Federal Corrupt Practices Act – establishes disclosure requirements for House Candidates– 1911 amendment extends to Senate Candidates– 1925 revision establishes limits to campaign funding, but is largely

ignored– Remains until 1971

Timeline of campaign regulation

• 1940: Amended Hatch Act– Sets individual contribution limit to $5K– Loopholes allow multiple committees for single

candidates• 1943: Smith-Connally Act

– Limits Labor Union contributions– Unions used dues to fund campaigns in 1936

• 1944: 1st PAC formed– PACs solicit voluntary contributions

• 1947: Taft-Hartley Act– Makes Hatch and Smith-Connally limits permanent

Timeline of campaign regulation• 1967: 1st House Campaign Finance Reports

– Law on the books since 1925• 1971: Federal Election Campaign Act

– Repeals Corrupt Practices Act– Establishes new regulatory framework

• 1971: Revenue Act– Establishes public funding stream for Presidential Election Campaigns

• 1974: FECA revised– Sets $1000 per camp/25 camp max limit on individual contributions– Sets $5000 per camp limit on PACs– Limits “Out of pocket” contributions to one’s own campaign– Limits “Independent Expenditures” to $1000 per camp– Ended ban on contributions from government employees– Ended limits on campaign ads– Creates Federal Election Commission

Timeline of campaign regulation

• 1976: Buckley v. Valeo– Challenges FECA as violations of Free Speech– SCotUS upholds

• disclosure requirements• Individual limits• Voluntary public funding• FEC

– SCotUS strikes down• “out of pocket” limits• independent expenditure limits

Timeline of campaign regulation

• 1976: FECA revised to conform to Buckley v. Valeo– Sets $20,000 limit on individual contributions to

parties– Sets $5000 limit in individual contributions to PACs

• 1979: FECA revised (Again!)– Sets $1000 limit on “in-kind” contributions– Raises minimum amount for reporting to FEC– Prohibits FEC from conducting random audits

• 1979: Loophole in FECA– FECA silent on individual and PAC contributions to

parties (‘soft money’)

Timeline of campaign regulation

• 2002: Bipartisan Campaign Reform Act– Sets higher limits

• Individual contributions ($2000)• PAC contributions ($10,000)

– Sets limit to ‘soft money’ contributions– Addresses independent expenditures loophole

• Previous legislation silent on independent advertising• BCRA seeks to regulate “Issue Ads”• “Stand by Your Ad”

• Since 2002, States have gone beyond BCRA in efforts to regulate campaign funding