The Campaign Manager

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  • Edition: 4th
  • Format: Paperback
  • Copyright: 2009-12-22
  • Publisher: Westview Pr
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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

Prefacep. xi
How to Use This Handbookp. xiii
The Frameworkp. xiii
The Layoutp. xiv
Know the Lawp. xvi
The Ten Commandments of Campaigningp. xviii
The Cardinal Sins of Campaigningp. xviii
Precinct Analysis: The Sinners, the Saints, and the Savablesp. 1
Context of Neighborhoodp. 5
Independentsp. 8
The Undervotep. 14
Finding Swing Votersp. 18
The Campaign Teamp. 21
The Campaign Committeep. 21
Campaign Committee Packetsp. 23
The Treasurerp. 25
The Campaign Managerp. 28
Ten Tips for Campaign Managersp. 30
The Campaign Chair or Co-Chairsp. 30
Finding Volunteersp. 31
Potential Volunteer Sourcesp. 33
Volunteer Sign-Up Sheetp. 34
The Campaign Brochurep. 37
Campaign Theme and Message Developmentp. 38
Pollingp. 41
Brochure Developmentp. 51
Campaign Slogansp. 56
Logop. 60
Layoutp. 61
Voters' Pamphletp. 67
The Volunteer Organizationp. 75
Methodologyp. 75
Phone Banksp. 81
Phone Bank Locationsp. 84
Clerical Workersp. 86
Time Allotments for Volunteer Tasksp. 88
Fund-Ratsingp. 91
Early Endorsements=Early Money=Early Media Buysp. 92
Campaign Budgetp. 93
Direct Mail for Moneyp. 100
Special Eventsp. 105
Candidate Calls to Raise Moneyp. 114
Calling for Money for Ballot Measuresp. 115
Raising Money on the Webp. 115
The Campaign Finance Committeep. 117
Campaign Finance Committee Packetsp. 119
Tips for Successful Fund-Raisingp. 134
Fund-Raising Ideas That Take Less Than One Month of Preparationp. 135
˘Hey, Big Spender÷p. 137
The World's Smallest Brochure: Direct Mail That Worksp. 140
Keeping Track of Donationsp. 144
Lawn Signsp. 145
To Be or Not To Bep. 145
Logo and General Informationp. 147
Location, Location, Locationp. 152
Preparing for the First Dayp. 155
Field Signsp. 159
Maintenance of Signsp. 161
Lawn Sign Removalp. 162
Bumper Stickers and Buttonsp. 163
Targeting Votersp. 165
Finding the Likely Voterp. 165
Partisan Gapsp. 172
Canvassingp. 183
Direct Mailp. 194
Tracking Pollsp. 208
Mediap. 211
Print Media: Paid and Unpaidp. 212
Fielding Questions from the Pressp. 220
Radio and Televisionp. 236
Choosing Your Media Specialist or Teamp. 241
Web Page and YouTubep. 257
The Candidatep. 261
The Lay of the Landp. 262
Packaging the Candidatep. 265
Stay on Your Messagep. 272
Outsider Campaign Versus Incumbent Campaignp. 277
Debatesp. 280
Fielding Negative Questionsp. 283
Developing Your Public Speaking Skillsp. 287
Write-In, Third-Party, and Nonpartisan Candidatesp. 294
Media and the Candidatep. 301
Negative Campaigningp. 301
Ten Dos and Don'ts of Attacksp. 304
Thank-You Notesp. 306
The Issue-Based Campaignp. 309
Initiative and Referendump. 309
Local Preemptionp. 314
Polling and the Issue-Based Campaignp. 315
Speakers' Bureaup. 317
Recallp. 318
A Petition Is Pulledp. 319
Saving Our Librariesp. 321
Investing in Educationp. 325
Packaging the Issue-Based Campaignp. 326
Flies in the Ointment: The Double Majority, Independents and the Super Majorityp. 329
The State Initiative and Referendum Processp. 335
Getting Out the Vote (GOTV)p. 341
The Essentialsp. 342
Identifying Your Votersp. 345
Last-Minute Efforts to Persuade Votersp. 348
Poll Watchingp. 352
Phoningp. 356
The Absentee Ballot and Early Votep. 357
Vote by Mailp. 361
Organizing the GOTV Phone Banksp. 370
The Campaign Flowchartp. 373
Settin Up a Preliminary Flowchartp. 374
Finalizing the Flowchartp. 377
The Campaign Calendarp. 388
After the Ballp. 381
Facing Election Nightp. 381
Retiring a Campaign Debtp. 383
Afterwordp. 385
Notesp. 387
Appendixp. 391
Conducting a Precinct Analysisp. 391
Assigning the Undervotep. 402
Predicting Voter Turnoutp. 404
Alternatives for Finding Swing Votersp. 407
Votes Needed to Win (VNW)p. 408
About the Authorp. 411
Indexp. 413
Table of Contents provided by Ingram. All Rights Reserved.

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