The campaign manager : running and winning local elections / Catherine M. Shaw.

Format:

Book

Author/Creator:

Shaw, Catherine M. (Catherine Marie), 1955-

Language:

English

Subjects (All):

Local elections--United States--Handbooks, manuals, etc.

Local elections.

Campaign management--United States--Handbooks, manuals, etc.

Campaign management.

United States.

Genre:

Handbooks and manuals.

Physical Description:

xvi, 399 pages : illustrations, map ; 23 cm

Edition:

Third edition.

Place of Publication:

Boulder, Colo. : Westview Press, [2004]

Summary:

The Campaign Manager is a clear and concise, must-have handbook that is based on the author's three terms as mayor of Ashland, Oregon, and her numerous successes in managing campaigns. Supportive of both candidates and issues, this handbook gives political novices and veterans alike a comprehensive and detailed plan for organizing, funding, and publicizing local political campaigns. Finding the right message and targeting the right voters are clearly explained through specific examples, anecdotes, and illustrations. Included is in-depth information on assembling campaign teams, precinct analysis, canvassing, and dealing with the media. The Campaign Manager is an encouraging, lucid presentation of how to win elections at the local level. Thoroughly revised and updated, this new edition now covers campaign technology methods in every chapter and includes expanded material on direct mail, effective yet inexpensive television spots, and how to get the most reach for your campaign dollar. Also included are updates on working vote-by-mail elections for better results, organizing your database for campaign workers and donors, and fighting negative campaigns.

Contents:

The Framework 1

The Layout 3

Know the Law 4

The Ten Commandments of Campaigning 5

The Cardinal Sins of Campaigning 5

1. The Campaign Team 7

The Campaign Committee 7

Campaign Committee Packets 9

The Treasurer 10

The Campaign Manager 13

Ten Tips for Campaign Managers 15

The Campaign Chair or Co-Chairs 16

Finding Volunteers 16

Potential Volunteer Sources 19

Volunteer Sign-Up Sheet 20

2. The Campaign Brochure 21

Campaign Theme and Message Development 22

Polling 25

Brochure Development 32

Campaign Slogans 37

Logo 41

Layout 41

Voters' Pamphlet 50

3. The Volunteer Organization 53

Methodology 53

Phone Banks 59

Phone Bank Locations 62

Clerical Workers 64

Time Allotments for Volunteer Tasks 66

4. Fund-Raising 69

Early Endorsements = Early Money = Early Media Buys 70

Campaign Budget 71

Direct Mail for Money 76

Special Events 81

Holding a Special Event 82

Candidate Calls to Raise Money 89

Calling for Money for Ballot Measures 90

The Campaign Finance Committee 90

Campaign Finance Committee Packets 92

Tips for Successful Fund-Raising 108

Fund-Raising Ideas That Take Less Than One Month of Preparation 109

"Hey, Big Spender" 111

The World's Smallest Brochure: Direct Mail That Works 114

Keeping Track of Donations 118

5. Lawn Signs 119

Logo and General Information 120

Location, Location, Location 124

Preparing for the First Day 125

Field Signs 128

Maintenance of Signs 130

Lawn Sign Removal 131

6. Precinct Analysis: The Sinners, the Saints, and the Saveables 133

The Full-Blown Analysis 137

Finding the Saints Among the Sinners 146

The Quick and Dirty Precinct Analysis 153

Votes Needed to Win 154

7. Targeting Voters 159

Finding the Likely Voter 159

Canvassing 170

Direct Mail 180

Tracking Polls 195

8. Media 203

Print Media: Paid and Unpaid 203

Fielding Questions from the Press 210

Radio and Television 226

Choosing Your Media Specialist or Team 230

Bumper Stickers and Buttons 245

9. The Candidate 247

The Lay of the Land 248

Packaging the Candidate 251

Stay on Your Message 257

Outsider Campaign vs. Incumbent Campaign 262

Debates 265

Fielding Negative Questions 268

Developing Your Public Speaking Skills 271

The Write-In and Third Party Candidates 279

Media and the Candidate 284

Negative Campaigning 284

Ten Dos and Don'ts of Attacks 286

Thank-You Notes 290

10. The Issue-Based Campaign 293

Initiative and Referendum 293

Local Preemption 297

Polling and the Issue-Based Campaign 298

Speakers' Bureau 300

Recall 300

Saving Our Libraries 303

Building New Schools 306

Packaging the Issue-Based Campaign 308

Flies in the Ointment: The Double Majority, Independents, and the Super Majority 309

The State Initiative and Referendum Process 315

11. Getting Out the Vote (GOTV) 321

The Essentials 322

Identifying Your Voters: Voter ID 325

Last-Minute Efforts to Persuade Voters 328

Poll Watching 331

Phoning 335

The Absentee Ballot and Early Vote 337

Vote By Mail 340

Organizing the GOTV Effort 345

Push Polls 348

12. The Campaign Flowchart 349

Building Your Campaign Flowchart 350

The Campaign Calendar 354

13. After the Ball 357

Retiring a Campaign Debt 359.

Notes:

Includes bibliographical references (pages 363-381) and index.

ISBN:

0813342228

OCLC:

54103875