CCA Candidate recruitment Localiser

INSIDE THIS ISSUE:ÜFinding CandidatesÜEligibilityÜCandidate Recruitment EventÜTemplate LettersÜBest practice - recruitment in actionÜThe LGA’s ‘Be a Councillor’ Project

Localiser

Localiser

OCTOBER 2013

1

2015 is an important year for political parties. Not only will there be a parliamentary election that year, there will also be almost 10,000 council seats contested.

Of course many of those seats will be defended by sitting Conservative councillors, but many more will either be opposition held seats or will need new Conservative candidates to replace retiring councillors.

There are ordinary local elections in 2014 and there will be around 700 local by-elections between now and 2015.

All this means that we must constantly be looking for good quality candidates to stand for the Conservative Party.This pack is designed to help in that task. Not every idea will work in every place, but with some adjustments most will.

Since 2011, the Party selection process has called for an approved list of candidates and we should aim to make

sure that there are always sufficient people on that list to allow for a choice come the ward selections.

Councillors are in an ideal position to help the Party find and recruit good candidates. They have more interaction with the type of people who are likely to stand than ordinary members. They attend meetings of organisations that are full of the sort of people who would make excellent candidates, for example school governors, parish councils, local charities and pressure groups.

Councillors will know more than most what standing for the council involves and what a commitment it is when elected. It is also in councillors’ interests to encourage top quality candidates to stand so that their task in either running the council or holding the executive to account is done effectively.

We know from past experience that to have the best chance of being elected a candidate needs to be in place for a reasonable amount of time before the election itself – preferably over a year. They then have time to establish themselves within the minds of the electorate rather than trying to get everything done at the last minute.

Councillors do a fantastic job for their communities and can be proud of their work - I hope you will all help to ensure that we can find the next generation to continue that work.

Alan Mabbutt OBECCA Head of Local Government

A practical campaign guide to help you with candidate recruitmentLocaliser is a comprehensive campaigning pack to help Conservative councillors with topical campaigns and issues.

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OCTOBER 2013

Candidate Recruitment

Finding CandidatesFinding local election candidates is a very important job but can be difficult. If elected, these people will shape your community and make decisions that will affect residents’ lives for years so it is important to get it right. In the run up to May 2015 it is particularly important to get candidates in place, and early, to co-ordinate an early campaign with the Conservative Prospective Parliamentary Candidate.

The Party aims to field a candidate in every seat at election time as we should always give voters the opportunity to vote Conservative. Finding candidates for every seat can sometimes provedifficult especially in some areas of the country, for example, a Labour stronghold.

Before you start recruiting candidates, you must ensure that you are fully aware of the eligibility requirements. Please see page 4 for further clarification. The following aims to give advice in recruiting the best people as representatives for the Conservative Party. It is also important that anyone interested in standing as a candidate is fully briefed on what being a councillor entails and the time commitment involved to avoid a by-election down the line.

There are several places to start looking for your candidates:

• Conservative clubs• Parish councils• Party members• Friends of the Conservative Party• Independent councillors• MERLIN• Branches• School governing bodies• Lions/Rotary clubs• Local businesses• Strong Conservatives• Community activists• Colleges and universities

Conservative ClubsGenerally, Associations have good relationships with Conservative Clubs. This is a great place to look for candidates and also helps forge an even

stronger relationship between the Association and Conservative Club.

The Club Chairman should make the first approach to the Club Committee who may decide to post information of the seat vacancies on their notice board. Also, ask the Club Chairman to send a letter to his members letting them know that the local Association is recruiting candidates for the local elections.

Parish CouncilsWhilst many parish councils are non-political, many parish councillors are members of the Conservative Party. Parish councillors are an ideal group to approach for candidacy as they know how councils work, have experience withelections, and in dealing with residents. The best way to approach parish councillors about becoming a candidate is a personal approach from an existing councillor or the local MP.

Party MembersIt is always important to ask your members if they are interested in becoming a councillor. A letter from the MP/Council Leader/Group Leader etc, asking them to join him/her in representative politics is a good place to start. Councillors can also visit local members to talk to them about what it actually means to be a councillor. A standard template recruitment letter to Conservative Party members and pledges is included with this pack.

Friends of the Conservative PartyVolunteers can also become ‘Friends’ of the Party instead of joining as a fully-fledged Member. ‘Friends’ may well be interested in becoming a councillor so be sure to approach them too with a recruitment letter. It might also encourage them think about changing their status to a Party Member as all Conservative local government candidates must be a full Party Member.

Independent CouncillorsOccasionally, for personal or local reasons, people who would normally support the Party have stood as

independents. Every effort should be made to convince them to stand as a Conservative. The Group Leader should approach these candidates/councillors in person.

MERLINThe information that the local Association holds on MERLIN is a useful way of identifying potential candidates. You may have recorded those people who have written to you on a local government issue that implies they take an interest in local government.

MOSAIC is another useful tool to identify Strong Conservatives. A letter from a councillor is the best approach. For further information on using MOSAIC, please contact your Regional Conservative Office.

BranchesYour branch committees will probably know many of the potential candidates in their area. Branch committee members could also be potential candidates. Have a ‘brainstorming’ session at anordinary committee meeting to share ideas.

School Governing BodiesYou may be able to get a list of governors from the council and then cross reference this against your marked register before making an approach.

Photo below: Association of Conservative Clubs logo

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School governors have good potential as they are already committed to helping the community. A personal approach should be made by a councillor.

Lion/Rotary Clubs etcLike school governors, Lions and Rotarians have already shown that they are community spirited. It is possible that some of your Association officers are Lions/Rotarians. Use this link if thisis the case. If not, ask them if your MP or Group Leader can address members at a meeting. Please see page 7 for a template recruitment letter to governors, rotarians etc.

Local BusinessesChambers of Trade, Chambers of Commerce, Businessmen’s Clubs and similar organisations are also a source of potential candidates and have standing in the community. They should also have a vested interest in a Conservative Council.

Try building up a good relationship with the Secretaries of these clubs, who will be able to advise on who to approach. They may also agree to circulate a recruitment letter from the MP/Council Leader etc asking interested parties to contact you directly.

Strong ConservativesThrough canvassing and surveying you should have a good idea of who the Strong Conservatives are in your area. Invite them to a recruitment event. Please see page 8 for advice on organising these.

Community ActivistsKeep an eye out for community activists with Conservative links. Again, you can invite them to a recruitment event.

Colleges and UniversitiesYou can look out for potential candidates at higher education institutes, for example at the Political Debating Society. You can also approach Conservative Future for any possible candidates.

Paper CandidatesEven if there is a very poor chance of the

Conservative Party winning a seat, always field a candidate. These are called paper candidates. Firstly check the eligibility requirements and thenask friends, relatives or work colleagues if they would be happy to stand for election. Even if the chance of a Conservative win is very slim, always prepare the candidate for an unexpected win and be sure that they are aware of what the role entails.

AdvertisingIt is a good idea to advertise a candidate recruitment drive in the local newspaper and also in your campaign literature. Some Associations are reluctant to advertise for candidates as they fear that opponents will portray them as desperate. Please do not be putoff by this as advertising can be very effective and shows that you are interested in looking for new people to get involved with local politics. You could also put up recruitment posters on local noticeboards.

Main PointsThe main points to remember when finding your candidates are: you should field a candidate in every seat; and to follow the eligibility requirements to the letter. Moreover, do not be afraid to try different methods of recruitment asyou may find some new and exciting people to be your next councillors.

NominationsAs already mentioned, fielding candidates in every seat is crucial. Below are percentages from previous local elections showing how the Conservative Party consistently fields more candidates than Labour and the Liberal Democrats. Even in strong Labour-holds, there should always be a Conservative candidate offering an alternative.

Cons Lab Lib Dem2013 95.68 91.91 74.562012 97.02 95.20 70.282011 91.80 71.00 58.102010 98.98 94.58 81.972009 99.30 86.10 89.40

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When selecting candidates it is veryimportant to ensure that they arelegally eligible to stand for the council.Completing the Party’s mandatoryapplication forms will help to ascertain that a candidate meets the eligibility criteria but you may also wish to confirm this using the information below.

Candidates must be:

• Aged 18 years or over on the day ofnomination

• A British or Commonwealth citizen or a citizen of a Member State of the European Union

• Resident in the UK

And either:

• On the electoral register for the council area in which they are seeking election

OR

• Have lived or worked in that council area for at least the last twelve months, or have occupied as owner or tenant land or property in the council area

Candidates will be ineligible if they:

• Hold a paid office or employment made or confirmed by the council they wish to stand for*

• Hold a politically restricted post with any other local authority

• Are the subject of a bankruptcy restrictions order or interim order

• Have been convicted of a criminal offence and sentenced to not less than three months imprisonment (including a suspended sentence) in the last five years

Candidates may also be disqualified from holding office, by order of the court, if they have incurred illegal expenditure (when acting as a councillor) of over £2,000 and

if they have been found guilty of corrupt or illegal practices under the Representation of the People Act (1983) or the Audit Commission Act (1998).

*If you are unsure if a candidate’s employment is covered by this you must ask them to consult the council.

Please email [email protected] for the editable local government candidate application and re-application forms, or if you have any questions about eligibility.

Eligibility

Example letter to

Strong Conservatives

and Members where

we control the

council.

Promoted and printed by <Insert name>, on behalf of <Insert name of Association>, both of <Insert full address and post code>.

Name of CandidateWard name

Slogan niscin ulput pratum il ullan volore do enis aut nis aliquis ismodolore tatum

Address zzrillum dolutem velitzzrillum dolutem velit [email protected]

(Address)(Address)(Address)(Address)(Address)

(Date)

Dear (Name),

Do you feel strongly about local services such as schools, recycling, libraries and care of the elderly? Would you like to be involved in making decisions on how our council tax is spent? Would you like to help shape the future of (Area Name)?

If so, you might be just the person we are looking for to join our enthusiastic team of local councillors.

We are currently putting together a team of people from all walks of life to stand for (Council) in the 2015 local elections. You don’t need to know a lot about how the council works or be an expert on local issues to stand: all you need is to be at least 18 years old, to live or work in the area, to have an interest in local services and a commitment to make (Area) a better place for everyone to live. Although we are naturally looking for people who share Conservative values, we expect our councillors to put the interests of local people before party politics.

If you would like to find out more about what is involved please get in touch and we will arrange to send you further information. We hope to have all candidates in place by (Date) so if you are interested in finding out more please get in touch by (Date).

Yours sincerely,

(MP/Council Leader)

P.S. Give the idea some thought. Many people have been surprised to discover just how interesting and enjoyable being a councillor can be!

Example letter to


and Members where

we control the

council.






(Date)

Dear (Name), In May 2015 we have local elections here in (Area) as well as the next General Election. We must fight to win (Council) and get rid of (Opposition) control which has done so much damage. (Examples of Opposition failures e.g. raised council tax, poor performance on pot-hole repairs.)

To win these vital elections on (Date), we must find good candidates now. We need enthusiastic people who want to serve their community and would like to represent the Conservatives. If you have some spare time or know of anyone else who might be suitable, now is the time to get in touch.

Being a councillor is an extremely rewarding experience. It gives you the opportunity to help your local community and to be part of a dedicated team providing key services for our area. It means playing a vital role in the Conservative Party and is also a great way to gain political experience.

If you are interested, please let us know and we will send you some more information. Before committing yourself, you will want to find out more. We will be happy to arrange for you to meet one of our local Conservative councillors to discuss this further. We hope to have all candidates in place by (Date) so if you are interested in finding out more please get in touch by (Date).

Yours sincerely,

(MP/Council Leader)

P.S. Give the idea some thought. Many people have been surprised to discover just how interesting and enjoyable being a councillor can be!

Example letter to


and Members where

we do not control the

council.

Example recruitment

letter to non-party

political groups e.g.

school governors.






(Date)

Dear (Name),

As a community-minded resident, you may wish to consider standing as a candidate in the local elections in (Area Name). Your contribution to (Area Name) through (School Name/Rotary Club Name/WI etc) shows that you care about where we live, and could play an important role by representing residents at the local council.

The Conservative Party is looking for candidates for the local elections taking place on (Date). We are looking for candidates who are committed to the improvement of the area and enjoy taking on a challenge. If you are interested in building a country where people have more opportunity and power over their lives; a country where families are stronger and society is more responsible, then please consider representing the Conservative Party. Many Conservative-led councils have proved time and time again that they deliver improved front-line services without burdening residents with a council tax hike.

The work of a councillor is interesting and varied. It provides the opportunity to serve the community and to shape the future of (Area Name). Councillors come from all backgrounds and walks of life, they have different experience and expertise. Your experience at (School Name/Rotary Club Name/WI etc) will help in the role of a councillor.

If you are interested, please let us know and we will send you some more information. Before committing yourself, you will want to find out more. We will be happy to arrange for you to meet one of our local Conservative councillors to discuss what being a councillor entails. We hope to have all candidates in place by (Date) so if you are interested in finding out more please get in touch by (Date).

Yours sincerely,

(MP/Council Leader)

Example recruitment

letter to non-party

political groups e.g.

school governors.

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OCTOBER 2013


Candidate Recruitment EventsOnce you’ve identified some potentialcandidates and hopefully had a good response to your recruitment efforts, why not invite them to an event with current local councillors and the Association Chairman, so that they can find out more about what the role entails? It is a great way to encourage those who are interested in standing but perhaps think that they do not have the necessary skills or experience to be a councillor or who don’t feel they know enough about what councillors actually do.

All prospective candidates will have questions and an event like this will help to answer some of the most common ones while also providing an opportunity to address their more specific individual concerns. The event should be a mixture of talks/presentations by current councillors, question and answer sessions and more informal ‘socialising’time. These events are not designed to assess whether a person is a suitable candidate, but to provide as much information as possible to prospectivecandidates so they can decide if it is right for them.

The information that current councillors provide is likely to generate more questions, so make sure there is an opportunity for questions at the end of each session. Allow time for socialising too to allow prospective candidates to talk with councillors one-on-one and perhaps to ask questions that they do not want to raise in front of the whole group.

Top Tips• If you have more than one event, vary the time/day of the week and location to try and attract a wider audience. Evenings are a good option as people who work will not be available during the day and those with families may not be free at weekends – people will want to know that you can be a councillor and still maintain a work/life balance

• The talks/question and answer part of the event should last no more than 2 hours

• Be sure to allow at least 30 minutes of ‘socialising’ time where potential candidates can mix informally with councillors, with some refreshments

• If a council crosses Association boundaries, why not hold a joint event – this allows you to pool resources and increase attendance

• If you only have one or two potentialcandidates, you may want to have a lessformal event such as coffee/drinks with a current councillor

Topics to CoverWhat does a councillor do?Potential candidates will want to understand exactly what the role of a councillor involves. A current councillor could outline the tasks they undertake in a typical week illustrating what kindof casework they have and how it is generated, how many meetings they attend and what kind of time commitment is involved? How do they fittheir council duties around their everyday lives?

New CouncillorsWhat should they expect if they get elected? Will the council provide training and how will the group help to support them? What would their initial responsibilities be? Do councillors receive an allowance? How does the council work? Many potential candidates will know very little about how members work alongside officers at the council. Discuss how councillors affect the decision-making process and how they work with officers to address residents’ issues and concerns.

Getting Elected/CampaigningIt is a good idea to outline the expectations of the Association in terms of the campaign. What work will be required before, during and after thecampaign? What will their involvement be with the Association if they are elected?

Points to Remember• Be sure to collect details of those who attend – even if they decide that being a councillor is not for them, you may find

a new member, deliverer or canvasser. Have a sign-up sheet or a feedback form for the event which also asks if they would like to get involved and asks for their contact details

• Take some membership forms

• Have some candidate application forms with you too – you will want to tap in to the enthusiasm generated by the event right away

Suggested Programme7.00pm Introduction and welcome What does a councillor do? Question and Answer

7.30pm How does the council work and what should I expect as a new councillor? Question and Answer

8.00pm Getting elected/campaigning Question and Answer

8.30pm Any final questions? Recap and close

Extend an invitation to stay and chat with the councillors and enjoy some refreshments. Ask attendees to complete a feedback/contact details form and draw their attention to themembership forms and application forms at the back of the room.

8.45pm Refreshments and socialising

Example invite letter

to a council candidate

recruitment event.






(Date)

Dear (Name),

Have you ever wondered what kind of people run your local services? Who is responsible for street lighting, rubbish collection and local schools and who arranges the removal of unsightly graffiti and keeps the streets clean?

The answer is quite simple – it is people like you!

Councillors are no more or less than committed local people who live or work in (Area) and want to help improve life for its residents.

The local elections in (Council) will take place on (Date), the same day as the General Election. We are looking for candidates now who are committed to the improvement of the area and who share Conservative values, to represent the Party in these elections. If you think that you may be interested in standing as a Conservative council candidate and would like further information, then why not come along to our open evening to find out more?

The work of a councillor is interesting and varied. It provides the opportunity to serve the community and to shape the future of our area. Councillors come from all backgrounds and walks of life, they have different experience and expertise. This is important as it helps to create a council which is representative of the people it serves.

Our next event will be held on (Date, time and location). Current local councillors will be there to explain more about what the role entails and to answer any questions you may have. This is a free event but as refreshments will be served, we would be grateful if you could let us know if you plan to attend. Please RSVP to (Contact) by (Date).

We hope that you will be able to join us.

Yours sincerely,

(MP/Council Leader)

Example invite letter

to a council candidate

recruitment event.

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OCTOBER 2013


Mock Council MeetingAs previously mentioned, it is very important that potential candidates are made aware of what being a councillor actually means, particularly a Conservative councillor.

You could arrange a mock council meeting for potential candidates to give them a taster of the role. Enlist the help of some of your group colleagues to put on a mock meeting, one evening.

This could be incorporated into the candidate recruitment event or a stand alone event for those that aren’t sure what the role entails. It will also probably bring up numerous questions so be sure to include time for Q&A.

Standing as a ConservativeProspective candidates should also have a good grasp of what it means to be a Conservative councillor. Why do they want to stand as a Conservative? Do they agree with the Party’s core principles? Or have they chosen the Conservative Party as an expediant to getting elected?

Conservatives across Britain are working hard to build a country where people have more opportunity and power over their lives; a country where families are stronger and society is more responsible; and a Britain which is safer and greener. Conservative councils can be trusted to deliver high quality, value for money public services.

A brief section on this could be included in the candidate recruitment programme or at the mock council meeting. It is important to know that your potential candidates are standing as Conservatives for the right reasons.

You can also direct potential candidates to the ‘Where we stand’ section of the Party website conservatives.com. This gives a breakdown of policy by area including a section on local government. www.conservatives.com/Policy/Where_we_stand/Local_Government.aspx

MentorsIt will depend on your numbers, but you could pair up each potential candidate with a councillor. Each pair could meet up for a chat about what the role entails, what the council does, and also on the selection process and campaigning commitments. If time is limited then this can be done by email. If you don’t have very many councillors then each councillor could offer to mentor more than one person.

Campaigning Experience This will require some forward planning, but try and plan your recruitment drive alongside a mailout. Any potential councillors will also be potential campaigners and they will need to get used to knocking on doors and literature mailouts. Some, of course, may already assist with this, but for those who are completely new, invite them to assist with a mailout e.g. a membership drive, an InTouch delivery, or local Association newsletter, and explain the campaigning calendar for the local elections so they have a good idea of the commitment needed to get elected.

The General ElectionBe sure to highlight the General Election campaign and the impact this may have with a higher turnout. No seats are “safe” and campaigning must be done. Also emphasise that campaigning will be done jointly with the parliamentary candidate. Reassure them that whilst the national media will be focusing on the General Election, this does not mean that the local government campaign is any less significant and due diligence will be given to it.

Recruitment StallIf you have a busy high street/monthly market/village fair etc, then why not consider arranging a stall so you can talk face-to-face with interested residents. Be sure to have literature on hand explaining the councillor role and have a recruitment event lined up so you can easily invite them to find out more.

Further Ideas

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By Andrew Kennedy, West Kent Campaign Director

I am fortunate to work with three Associations in West Kent whose Executive Councils welcome change and take a progressive view towards candidate recruitment and how we attract new people into our organisation.

The new Mandatory Selection Procedures have been welcomed and implemented enthusiastically. Our local selection contests are run openly, transparently and fairly, both for incumbent councillors seeking re-election as well as new applicants.

It will come as no surprise that in West Kent, as elsewhere, we have councillors in office who would have preferred to retire but agreed to do one more term as there was nobody suitable to replace them. It is also fair to say that we may have one or two who should have retired had there been somebody else available! We were therefore keen to increase the size of the pool of talent in which our branches may “fish” when selecting their local candidates.

Having exhausted our membership we decided to throw open the doors and seek candidates from the wider community. Our campaign entitled “People Just Like You” sought to break down the barriers and mystery

surrounding the selection process and encourage some of the hundreds of people who do excellent work in their local community to put their names forward.

The campaign included a full page advertisement in the local newspaper, a mail shot to around 200 community groups (such as Parish Councils, Women’s Institutes, Neighbourhood Watch groups, Lions Clubs, local Round Table and many more). Each organisation was sent a supply of leaflets and an explanatory letter. The cost of the recruitment campaign was around £2,500 (including the press advert, printing and postage). This was shared between three Associations and two Conservative Groups, making it affordable.

The response to the press advert was disappointing, especially as this was two thirds of the expenditure. With the benefit of hindsight, we would not do it again. However the mailing to community groups has identified almost forty potential candidates.

Our next stage is an Open Evening where potential candidates will hear from the local Council Leader, from me as the Group Agent, where I will talk about the selection process and how we campaign. The evening will conclude with each applicant paired with an incumbent councillor who will answer their questions and talk about their own local achievements.

Potential applicants will then be sent a standard local government application form and will need to progress through the usual interview and assessment process, before they hopefully join the Local Government Approved List.

Each will be allocated a mentor and will take part in our standard campaigning and candidate training programme to ensure they have the skills and knowledge required to play their full part as a candidate, a member of the Association’s campaign team, and hopefully, an effective councillor.

Please see the following pages for the West Kent recruitment literature.

Page 12 - press release Page 13 - ‘Do you love where you live?’ advertPage 14 - letter to community groupsPage 15 - recruitment event invite letter

Photos: (Left) Tonbridge & Malling leader, Cllr Nicolas Heslop (front left) and Tunbridge Wells Leader Cllr David Jukes (front right) with attendees at the West Kent Open Evening(Above) West Kent Campaign Director, Andrew Kennedy, presenting The Road to Victory 2014 at the New Candidates’ Open Evening

Candidate Recruitment in Action

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West Kent Conservative Campaign HQ 91 High Street, West Malling ME19 6NA

Tel: 01732 842794 / 01892 522581 Email: [email protected]

[email protected]

NEWS RELEASE Release time: Tuesday 9 July 2013 CONSERVATIVES OPEN THEIR DOORS TO NEW LOCAL CANDIDATES Tunbridge Wells and Tonbridge & Malling Conservatives have launched an innovative campaign, aimed at identifying and encouraging new people to stand for election to their local Borough Council. In a full page advertisement in this week’s Courier (Friday 12 July), supplemented by a mailshot to over 300 local voluntary organisations, the Conservatives are inviting “community champions” to attend a series of open days to find out more about the role and responsibilities of being a local councillor. The idea is the brainchild of local Campaign Director, Andrew Kennedy, who said “Whilst locally we have a strong and active membership, we are conscious that there are hundreds of people who care passionately about their local community but have never joined a political party. Many of these people would make first rate councillors. “Whilst each Council needs its political thinkers, the majority of councillors are not politicians; they are local champions who believe in public service and want to do what’s right for their neighbours and local community. “We are inviting people to come and find out more, with no obligation to take matters further should they decide that it’s not for them. Obviously if they decide to go forward to the next stage and apply to become a Conservative candidate they would need to join the Conservative Party and pass our local government interview and assessment process.” Tunbridge Wells Conservative Association Chairman, William Rutherford, said “Effective local councillors can make a real difference to their community. From advising residents about development plans, helping secure funding for community facilities, improving the local environment and representing the voice of their electors at the Council Chamber. We are keen to bring forward the best people and ensure they have an opportunity to serve their communities which might otherwise have not been available to them.” Tonbridge & Malling Conservative Association Chairman, Jacques Arnold, said “This campaign is being financed by the local Conservative Associations at no charge to the taxpayer. We believe that by raising awareness of local candidate selection we will attract many people who already work hard for our community but who have never considered being councillors, or simply had no idea how to put themselves forward.” ENDS For further details phone Andrew Kennedy on 01732 842794 / 01892 522581

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10 July 2013

Dear

In the coming months the local Conservatives in Tonbridge & Malling will be making a concerted effort to identify residents who may be interested in becoming a Borough Councillor.

Whilst we have a strong and thriving membership locally, we are conscious that there must be many local people who are passionate about their community and may have the time and energy to serve on the Borough Council, but simply do not know how to apply or have never been asked.

We are therefore organising a series of Open Days later in the year to provide potential candidates with the information they need to make an informed decision. There is no need to be a Conservative Party member to attend these Open Days, but obviously if someone wishes to proceed and apply to become a Conservative Candidate, they would need to join the Conservative Party.

As part of our new approach to identify prospective councillors, I would be grateful if you would bring this letter to the attention of your members and circulate the enclosed leaflet to any who express an interest. I appreciate that not all of your members will be political and many may not even be Conservatives. However, I hope those who do not support us appreciate that we are trying to be inclusive in this approach with a genuine desire to attract new people into local government who may bring fresh ideas and new enthusiasm.

If you would like further copies of the leaflet or if any of your members would like to speak to me informally, they are very welcome to contact me using the phone number and address on this letter.

Yours sincerely

Andrew Kennedy Conservative Party Campaign Director for West Kent

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West Kent Campaign HQ 91 High Street, West Malling ME19 6NA

Tel: 01732 842794 / 01892 522581

Thank you once again for expressing an interest in attending our Open Evening for residents who would like further information about standing as a Conservative local government candidate.

We have now arranged the Open Evening as follows:

Date: Tuesday 24 September 2013 Venue: Mercure Tunbridge Wells Hotel, 8 Tonbridge Road, Pembury TN2 4QL Room: Park Avenue Suite (1st floor)

AGENDA 7.00pm Arrival – tea / coffee / biscuits

7.25pm Welcome by William Rutherford Chairman of Tunbridge Wells Conservatives

7.30pm Making a difference locally… The work of local government and the difference it makes (i) David Jukes (Leader of Tunbridge Wells Council) (ii) Nicolas Heslop (Leader of Tonbridge & Malling Council)

8.00pm Working towards victory - How we fight & win elections Andrew Kennedy – Conservative Party Campaign Director

8.20pm Questions & Answers with the speakers

8.30pm One to one sessions with serving councillors An opportunity to speak privately with a serving councillor who will explain their work and answer your questions

8.45pm The next stages in the process and close of meeting

It is hoped that all interested applicants will be able to attend this Open Evening to save the time and cost of organising another event. Please confirm by return email to [email protected] that you are able to attend.

I look forward to seeing you on Tuesday 24 September 2013.

With best wishes

Andrew Kennedy Campaign Director

5 September 2013

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The LGA ‘Be a Councillor’ CampaignThe Local Government Association’s (LGA) ‘Be a Councillor’ campaign is delivered in close partnership with its political groups. As such, the LGA Conservative Group supports the CCA and the voluntary party in publicising the role of the councillor and highlighting how skills gained through experiences as diverse as raising a family, caring for a disabled relative, volunteering, running a business or being active in a community or voluntary group could help make you a successful elected representative

Local Government is only ever as vibrant, effective and relevant as the people elected to run it. Increasing the pool of talent from which councillors are elected is a key challenge for local government and Constituency Associations. We need councillors who are capable, vibrant, energetic and engaged, and committed to their local communities.

Different approaches work in different areas. There is no one right approach to recruiting and selecting council candidates. Clearly the task is often easier and different in strong Conservative areas. Where there is a large membership the challenge is how do you select the best for your Council out of a large and willing pool. Where the membership is less strong, it can be a challenge to find enough candidates even for all the winnable seats.

In an ideal world, the candidates selected would be broadly reflective of the residents they serve. In many places this is not possible by simply looking within the existing party membership, so what can be done to cast a wider net?

Here are some of the approaches that have been successfully tried by associations:• Writing articles for the local press• Putting articles in In Touches

newsletters• Organising Party and council-led

open days• Running a question time with

councillors

• Providing information on your website about becoming a councillor

• Using social networking services such as Twitter and Facebook

• Taking out an advert in the local paper inviting people to come to a meeting to find out more

Some have taken a less direct approach. In Northumberland a meeting was arranged inviting people from the target local community to come along to a meeting to say what they would like to see in the next Council manifesto. This was a valuable exercise in itself, but it allowed talent spotters at the meeting to identify potential candidates. Their example is included in this pack on pages 17-18.

Associations should constantly be talent spotting. What should you be looking for? Lots of skills and talents but here is a checklist of attributes that you would wish most candidates to possess:• Raw energy and the desire to

improve things• Team player• Reliability• Loyalty• The ability to communicate with

people and listen to them• Involved and influential in local

communities• And most importantly be passionate

about the local area

In Essex, the ‘Be A Councillor’ campaign supported a county wide meeting of Conservative chairmen and party activists about the recruitment and retention of candidates.

In Birmingham, Derby, Luton, Reading and other places, evening sessions have been held with senior members of the national party, and a panel of council leaders and younger councillors.

The local associations were invited to spread the word so that anyone interested, whether they were already a Party member or not, could come along and find out, honestly, what being a councillor is all about.

The Conservative Women’s Organisation also run sessions that we sponsor on similar lines giving lots of practical help and support.

For Associations there are some golden rules: • Make someone responsible• Start a list of contacts, through

sharing information with other Councillors, MPs offices, MEPs and association find a Councillor campaigns.

• Always Follow up Further information can be found in The X Factor: A Talent-Spotter’s recruitment guide for local government electionswww.local.gov.uk/c/document_library/get_file?uuid=47be0b77-ff67-400d-998a-ae0a8bdf6bf4&groupId=10180

For further information, or if you would like assistance from the ‘Be a Councillor’ campaign please contact [email protected].

Also available is the CCA/LGA Conservative Group ‘Be a Councillor’ Recruitment guide. If you would like hard copies of the guide please email [email protected]. Alternatively you can download the guide from the CCA website: www.conservativecouncillors.com/become-councillor

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Northumerland 2013: Open Manifesto ReviewWhat was the Open Manifesto?Northumberland Conservatives held a one-day event at which members of the public were invited to discuss local government policy and generate ideas for the Conservative manifesto for the next local elections.

The event was hosted by Guy Opperman MP (Conservative, Hexham) and Cllr Peter Jackson, Leader of the Conservative Group on Northumberland County Council.

The Open Manifesto took place as part of the Northumberland Conservatives project, about which more information is available on request.

What was the purpose of the Open Manifesto?The Open Manifesto had three purposes, which are listed here in ascending order of importance:

1. Generate new ideas to develop and enrich the Conservative manifesto and gain broad feedback on policy positions currently held by the Conservative group.

2. Engage with Conservative supporters, who are not currently members, through an explicitly political forum as opposed to a fundraising or social event.

3. Identify suitable individuals interested in standing as Conservative candidates in the 2013 elections to Northumberland County Council, with the hope that the range of candidates will more fully represent the diversity of local communities.

Who was invited?Invitations were sent to a selection of members of the public, which was arrived at using the following criteria:

1. Lives in a council division targeted for a Conservative gain in 2013.

2. On record as having ‘Strong Conservative’ as their last known voting intention.

3. Voted in the most recent significant election (General Election 2010).

4. Belong to a Mosaic group with a consistent record of Conservative support.

Party members and current councillors were not invited, in order to cast the net wider than the familiar and most reliable supporters.

In total, approximately 1300 personal invitations were mailed. Invitations were also sent to every parish and town council in the constituency, in good enough time for the invitation to be discussed at a council meeting in the intervening period.

What was the format?More than sixty guests attended. Guests were organised into five groups, each of which had their own room for the day. During the course of the day there were five discussion sessions, and five topics to be discussed, each led by a facilitator. The facilitators rotated during the day, giving each group the opportunity to discuss every topic.

The task for each group, in each session, was to come up with a policy they would like the council to adopt. The group had to identify a scribe, whose job it was to write the policy clearly on a large sheet of paper. These sheets were collected as the day progressed and stuck along a wall, grouped by topic; at the end of the last session, each of the five topics was represented by five sheets with policy ideas written on them. Guests then ‘voted’ for their favourite ideas by using five stickers, with one vote in each topic area.

Lunch was provided and registration was free. Registration packs included

literature from the Leadership Centre (LGA), the event schedule and the stickers necessary for voting.

Which topics were covered in the discussions?1. Parking, roads and highways.

2. Planning and economic development.

3. Health and care of older people.

4. Schools and young people.

5. Blank piece of paper (whatever else guests wished to discuss).

Did the day achieve its goals?Corresponding to the three purposes of the day, as set out above:

1. The discussion groups generated a lot of material, which proved more useful for gaining feedback on policy ideas that were already ‘on the table’ than for generating entirely new ones. In some cases, prized policies of the Conservative group were less popular than alternatives proposed by other parties. This will prove valuable when writing the 2013 manifesto!

2. Seventy five guests reserved places and more than sixty individuals attended. The discussion groups were lively and guests seemed to enjoy participating. Written and oral feedback from guests, gathered since the event, indicate that they were very pleased to have the opportunity to have their say on what their council should be doing for them and for their neighbours.

3. A list of eight individuals previously unknown to the Party were identified as suitable candidates. These individuals have been followed up, as described below, with the result that there is now a greater range of candidates in contention to stand for Conservative target council seats. The selection process has brought into contention capable individuals from groups

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that are currently under-represented in the Conservative Group and on Northumberland County Council as a whole, including young people, women and minority ethnic groups.

How will the day be followed up?The potential council candidates identified during the event were telephoned and asked whether they would consider putting themselves forward. Where they gave an initially positive response, they received a follow up call from the Group Leader, and if they were still interested they were invited to be interviewed by the local Association’s Approvals Committee.

All guests received a written summary of the policy ideas discussed during the event. This review mentioned as many of the ideas generated as possible, so people could recognise that their contribution was noted and valued.

All guests will be encouraged to take part in the regular policy discussion group of the constituency Conservative Association. With so many politically minded people pleased to have an opportunity to have their say on local issues, it is important that their interests are picked up on, rather than left to go cold.

What should be done differently next time?Guests should be informed of the discussion topics in advance, giving them opportunity to think about what they would like to say. In particular, the first group to tackle the ‘blank piece of paper’ found this difficult.

Many guests had little or no experience of local government. Where more knowledgeable and experienced guests and councillors took part in discussions, the facilitators did a valuable job in ensuring that everyone was able to contribute at their own level. It turned out to be important that guests were not told that they are ‘wrong’, or that their

ideas were unworkable, by anyone citing greater experience and knowledge.

Northumerland 2013: Open Manifesto Review

Please keep us informed if you have:ÜRecruitment a diverse range of candidatesÜSuccessfully appealled to a broad range of residentsÜArranged a recruitment eventÜCome up with any new recruitment techniques

Localiser

Localiser

ISSUE 5 – OCTOBER 2013

20

The Conservative Councillors’ Association (CCA) exists to provide a strong and unified voice for all Conservative councillors within the Party and in the wider community. The CCA supports councillors in their important role and provides them with tools to both work effectively on behalf of local residents and to campaign successfully as Conservatives.

Membership of the CCA costs just £30.00 per year for which members receive a wide range of services including:

• Weekly news bulletins containing the latest campaigning information and news updates from the Conservative Party.

• CCA members’ magazine @cca.voice which includes articles written by our members.

• CCA campaign support including our campaign packs and campaigning guides such as Working to Win and Winning your Local By-election.

• Access to online resources in the secure area of our website and the Party’s Activist Centre including information on best practice, by-elections and CCA events as well as briefings and campaigning templates/guides.

• CCA publications including Engaging

with your Constituents, our Guide for New Conservative Councillors and Councillors and the Law.

• Discounted rates at CCA events including the CCA Local Government Conference.

• CCA staff on hand to help with your questions and campaigning needs.

......and much more! If you have any ideas for future Localiser campaigning packs or if there are any other ideas you would like to share with us please get in touch at [email protected].

Please regularly visit the Events page of conservativecouncillors.com for all the latest campaigning, policy and practical events.

Yourcllr.com: Keeping your residents updated

Yourcllr.com, a free website platform, is an excellent way for Conservative councillors to keep in touch with their residents.

The system will allow you to:

• choose from three different party-branded templates

• add your own pages, e.g. for local campaigns or a report a problem page

• add news stories and updates of your

work as a councillor • add photos to illustrate your stories • manage your own links and categories• join together for one website shared

with your ward colleagues or across your whole council group

The CCA offers a step-by-step user guide to help members with editing their website.

If you would like to find out more and apply for a website please visit the Yourcllr.com page of conservativecouncillors.com. Signing up is quick and easy to do using our new online form. We hope you make use of this fantastic, free member service.

Conservative Councillors’ Association

CCA Local Government Conference 201428th February and 1st March at the Hotel Russell, London.

The Conservative Local Government Conference is taking place on 28th February and 1st March at the 4* Hotel Russell. Delegates will enjoy a full programme on policy and campaigning.

Further details will be distributed in due course via cca.voice and cca.weekly. Details can be found on conservativecouncillors.com.

CCA Candidate recruitment Localiser

Documents

Transcript of CCA Candidate recruitment Localiser