The Campaign Manager

by Shaw, Catherine

• ISBN13: 9780813344515
• ISBN10: 0813344514
• Edition: 4th
• Format: Paperback
• Copyright: 2009-12-22
• Publisher: Westview Pr

Summary

Featuring invaluable insight from an expert author,The Campaign Manageroffers the most comprehensive guide for organizing, funding, publicizing, and winning local political campaigns. Author Catherine Shaw draws on experience from her three terms as mayor of Ashland, Oregon, and dozens of campaigns to provide practical, proven advice, and her field-tested methods carry candidates through the entire process. The fourth edition offers expanded coverage of key concepts-including targeting voters, evaluating media effectiveness, setting fundraising budgets, using and developing Internet resources, and organizing get-out-the-vote efforts-and a new appendix with a step-by-step guide to precinct analysis. Other useful resources include the latest census data reflecting voting and voter shifts over the past six years; and current information on initiative, referendum, and recall requirements. Brimming with clear, concise wisdom,The Campaign Manageris the best way to kick-start a local campaign. Contents 1. Precinct Analysis 2. The Campaign Team 3. The Campaign Brochure 4. The Volunteer Organization 5. Fund-Raising 6. Lawn Signs 7. Targeting Voters 8. Media 9. The Candidate 10. The Issue-Based Campaign 11. Getting Out the Vote 12. The Campaign Flowchart 13. After the Ball Appendix: Conducting a Precinct Analysis

Author Biography

Catherine Shaw served twelve years (three terms) as mayor of Ashland, Oregon, and four years as a member Chief of Staff in the Oregon legislature. She has more than two decades of campaign management experience and has taught campaign courses at Yale, the University of California, and Southern Oregon University.

Table of Contents

Preface	p. xi
How to Use This Handbook	p. xiii
The Framework	p. xiii
The Layout	p. xiv
Know the Law	p. xvi
The Ten Commandments of Campaigning	p. xviii
The Cardinal Sins of Campaigning	p. xviii
Precinct Analysis: The Sinners, the Saints, and the Savables	p. 1
Context of Neighborhood	p. 5
Independents	p. 8
The Undervote	p. 14
Finding Swing Voters	p. 18
The Campaign Team	p. 21
The Campaign Committee	p. 21
Campaign Committee Packets	p. 23
The Treasurer	p. 25
The Campaign Manager	p. 28
Ten Tips for Campaign Managers	p. 30
The Campaign Chair or Co-Chairs	p. 30
Finding Volunteers	p. 31
Potential Volunteer Sources	p. 33
Volunteer Sign-Up Sheet	p. 34
The Campaign Brochure	p. 37
Campaign Theme and Message Development	p. 38
Polling	p. 41
Brochure Development	p. 51
Campaign Slogans	p. 56
Logo	p. 60
Layout	p. 61
Voters' Pamphlet	p. 67
The Volunteer Organization	p. 75
Methodology	p. 75
Phone Banks	p. 81
Phone Bank Locations	p. 84
Clerical Workers	p. 86
Time Allotments for Volunteer Tasks	p. 88
Fund-Ratsing	p. 91
Early Endorsements=Early Money=Early Media Buys	p. 92
Campaign Budget	p. 93
Direct Mail for Money	p. 100
Special Events	p. 105
Candidate Calls to Raise Money	p. 114
Calling for Money for Ballot Measures	p. 115
Raising Money on the Web	p. 115
The Campaign Finance Committee	p. 117
Campaign Finance Committee Packets	p. 119
Tips for Successful Fund-Raising	p. 134
Fund-Raising Ideas That Take Less Than One Month of Preparation	p. 135
ôHey, Big Spenderö	p. 137
The World's Smallest Brochure: Direct Mail That Works	p. 140
Keeping Track of Donations	p. 144
Lawn Signs	p. 145
To Be or Not To Be	p. 145
Logo and General Information	p. 147
Location, Location, Location	p. 152
Preparing for the First Day	p. 155
Field Signs	p. 159
Maintenance of Signs	p. 161
Lawn Sign Removal	p. 162
Bumper Stickers and Buttons	p. 163
Targeting Voters	p. 165
Finding the Likely Voter	p. 165
Partisan Gaps	p. 172
Canvassing	p. 183
Direct Mail	p. 194
Tracking Polls	p. 208
Media	p. 211
Print Media: Paid and Unpaid	p. 212
Fielding Questions from the Press	p. 220
Radio and Television	p. 236
Choosing Your Media Specialist or Team	p. 241
Web Page and YouTube	p. 257
The Candidate	p. 261
The Lay of the Land	p. 262
Packaging the Candidate	p. 265
Stay on Your Message	p. 272
Outsider Campaign Versus Incumbent Campaign	p. 277
Debates	p. 280
Fielding Negative Questions	p. 283
Developing Your Public Speaking Skills	p. 287
Write-In, Third-Party, and Nonpartisan Candidates	p. 294
Media and the Candidate	p. 301
Negative Campaigning	p. 301
Ten Dos and Don'ts of Attacks	p. 304
Thank-You Notes	p. 306
The Issue-Based Campaign	p. 309
Initiative and Referendum	p. 309
Local Preemption	p. 314
Polling and the Issue-Based Campaign	p. 315
Speakers' Bureau	p. 317
Recall	p. 318
A Petition Is Pulled	p. 319
Saving Our Libraries	p. 321
Investing in Education	p. 325
Packaging the Issue-Based Campaign	p. 326
Flies in the Ointment: The Double Majority, Independents and the Super Majority	p. 329
The State Initiative and Referendum Process	p. 335
Getting Out the Vote (GOTV)	p. 341
The Essentials	p. 342
Identifying Your Voters	p. 345
Last-Minute Efforts to Persuade Voters	p. 348
Poll Watching	p. 352
Phoning	p. 356
The Absentee Ballot and Early Vote	p. 357
Vote by Mail	p. 361
Organizing the GOTV Phone Banks	p. 370
The Campaign Flowchart	p. 373
Settin Up a Preliminary Flowchart	p. 374
Finalizing the Flowchart	p. 377
The Campaign Calendar	p. 388
After the Ball	p. 381
Facing Election Night	p. 381
Retiring a Campaign Debt	p. 383
Afterword	p. 385
Notes	p. 387
Appendix	p. 391
Conducting a Precinct Analysis	p. 391
Assigning the Undervote	p. 402
Predicting Voter Turnout	p. 404
Alternatives for Finding Swing Voters	p. 407
Votes Needed to Win (VNW)	p. 408
About the Author	p. 411
Index	p. 413
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