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Campaign Strategy
“All politics is personal”
Tip O’Neil
“Power is not only what you have but what the
enemy thinks you have”
Saul Alinsky
Lincoln 4-Step
"Organize the whole state, divide each county into small districts and appoint in each a subcommittee, make a perfect list of voters and ascertain with certainty for whom they will vote, and on election day see that every Whig is brought to the polls."
Abraham Lincoln
Illinois State Register February 21, 1840
Campaign Strategy
Basic Campaign Principles
Campaign structure should follow campaign plan.
Staff should be of good character, loyal, and competent.
Form follows function.
You get what you measure, so always have benchmarks.
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Local Race Small scale, few paid staff, name recognition, hard work with little money pays
off.
State Level Mid-scale, few paid staff, name recognition, paid media and earned media.
Federal Office Large scale, many paid staff, paid media, consultants.
Ballot Initiative Run like a campaign, but focused on an issue – not about a person.
Issue-based Like a ballot initiative, but can be on-going.
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Types of Campaigns
Definition of leadership.
Who is this about?
Qualities of a good candidate.
What is this about?
Two job duties as a candidate.
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The Candidate
Strategic Concerns
Candidate strengths and weaknesses:
• Ability to draw volunteers.
• Ability to raise money.
• Public speaking ability.
• Candidate’s background/story.
• Support level within the party.
• Ability to draw support from the community.
• Pre-existing name recognition.
• Pre-existing public opinion.
• Incumbent, challenger, or open?
Campaign Strategy
Staff Roles – The Big Three
Campaign Manager – CEO, confidence of candidate, low profile, organized, leader.
Campaign Treasurer – legally required, responsible, trustworthy.
Campaign Counsel – knows election law and state law, advises candidate.
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Staff Roles Continued
Communications Director – sound political judgment, relationship with local media, positive, not a glory hound.
Political/Field Director – organized, hunts where the ducks are, results-driven.
Finance Director – chief fundraiser, develops fundraising strategy, excellent salesman.
Scheduler – trusted, accountable, organized, knowledgeable of local political landscape, proactive and reactive.
Volunteer Coordinator – MOTIVATOR!, organized, friendly yet firm.
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Staff Job Duties
Detailed job descriptions.
Chief responsibilities.
Daily, weekly, monthly goals.
Staff organizational structure/flow chart.
Salary/compensation. 10-15% of money raised should be spent on staff salaries.
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Advisory Committee – Kitchen Cabinet
This committee is made up of key stakeholders in your district or state.
These people yield influence amongst your constituency.
All or some should know key donors and how to fundraise in your race. Most will have political or campaign experience specific to your race.
You want these people to have an invested interest in your candidate and race.
Examples: former candidates, county party officials, party officials, business owners, election lawyers.
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Consultants
Experience – in your type of race.
Advice – handle unexpected crises.
Special skills - POLITICAL Consultant.
Chemistry - enjoy being around them.
Confidence – trust them.
Share general political philosophy – value.
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Consultants
Objectivity – ALWAYS tells you the truth.
Creativity.
Competence.
Accessible – how quickly they return calls and e-mails.
Analytic and consistent strategic skills.
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Other Roles
Kitchen Cabinet.
Candidate’s Spouse.
Personal Aide.
Advance Coordinator.
Press Secretary.
Precinct Director.
New Media Coordinator.
Research Coordinator.
Director of Operations.
Policy Director.
Special Projects and Titles.
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Things to Remember
Form follows function.
Set goals.
Budget no more than 10-15% for staff pay.
Volunteers can fill traditionally paid roles.
One person can fill multiple roles.
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