DEVELOPING A DEVELOPING A CAMPAIGN PLANCAMPAIGN PLAN

Campaign Skills 101

The National Democratic Institute

INTRODUCTIONS/INTRODUCTIONS/GROUND RULESGROUND RULES

• Introductions• Ground Rules• Ice Breaker

Photo: NDI

CAMPAIGN PLAN CAMPAIGN PLAN OBJECTIVESOBJECTIVES

• To become familiar with the main elements of a campaign plan

• To practice using tools to identify and manage campaign resources

CAMPAIGN PLAN TOPICSCAMPAIGN PLAN TOPICSCampaign Steps• Goal setting• Voter targeting• Research• Message• Voter contact• Budget• Fundraising• Election day

Campaign Resources

• People • Money• Time• Info

Image: www.pixabay.com

Image: www.pixabay.com

KEY TERMSKEY TERMS

• Constituency• Message• Voter contact• Field plan• Paid media• Earned media• Door-to-door/canvassing• Get Out the Vote (GOTV)

CONGRATULATIONS!CONGRATULATIONS!You decided to run!

Now what?

Photo: NDI

WHAT IS A CAMPAIGN WHAT IS A CAMPAIGN PLAN?PLAN?

• Roadmap that outlines what you are going to achieve, when, how and with what resources

• Management tool• Measures progress• Keeps you organized, proactive,

focused and on track

NO PLAN = PROBLEMNO PLAN = PROBLEM

Photo: Michal Zacharzewski / RGBstock

Photo: www.pixabay.com

Photo: www.pixabay.com

Image: www.rgbstock.com

CHARACTERISTICS OF AN CHARACTERISTICS OF AN EFFECTIVE PLANEFFECTIVE PLAN

• Written• Flexible• Understandable• Includes the obvious• Research-based• Has clear goals and objectives

CAMPAIGN STEPSCAMPAIGN STEPS

RESEARCHRESEARCH

Knowledge is power! •Electoral context•Self research •Opposition research •Issue research

RESEARCH: ELECTORAL RESEARCH: ELECTORAL CONTEXTCONTEXT

• Election system/rules

• District characteristics

• Voter characteristics• Past elections• Main factors

affecting election Image: www.rfairfaxdemocrats.org

OPPOSITION RESEARCHOPPOSITION RESEARCH

• Identify viable opponents• Research–Personal and professional

background–Previous statements/positions–Resources and support base–Weaknesses AND strengths

GOAL SETTINGGOAL SETTING

• Goal is usually to win election• How many votes do you need?• Example: Majoritarian–100,000 eligible voters–60,000 likely to vote–Need 30,001 votes

TARGETING VOTERS TARGETING VOTERS

• Can’t please everyone• Don’t need 100% of voters• Maximize time and resources• Focus on “persuadables” not

strong supporters or opponents

TARGETING VOTERS TARGETING VOTERS Choosing the right target means

aiming for the middle

Firmly OpposedFirmly

OpposedSoft

OpponentSoft

Opponent UndecidedUndecidedTrue

BelieverTrue

BelieverSoft

SupporterSoft

Supporter

Target Audience

800,000 citizens and 500,000 eligible voters

300,000

50,000

60,000

5,000

55,000

30,000URBAN

RURAL70%

30%

EXERCISE: VOTER EXERCISE: VOTER TARGETINGTARGETING

MESSAGEMESSAGE

• Single idea/theme• Your values• What you repeat over and over• What you want people to

remember• How you connect with and

persuade votersWhy am I asking for your support?

CHARACTERISTICS OF AN CHARACTERISTICS OF AN EFFECTIVE MESSAGEEFFECTIVE MESSAGE

• Clear and concise

• Compelling

• Contrasting

• Connected

• Consistently delivered

• Credible

• Clear

MESSAGE EXAMPLEMESSAGE EXAMPLE

“It’s time for a change: time to support our schools, time to address government corruption, time to bring jobs back to our town. As a teacher and community activist, I want to lead that change.”

What we say about us     

What we say about them

What they say about themselves

    

What they say about us

 

 

EXERCISE: MESSAGE BOXEXERCISE: MESSAGE BOX

MESSENGERSMESSENGERS

• Use real, relatable people• Use credible people• Trustworthiness and sincerity are

key

DETERMING ISSUE DETERMING ISSUE IMPORTANCE AND IMPORTANCE AND

POSITIONPOSITION• Tying issues to your message • Example: Clinton: “Change or more of

the same?”

Photo: AP

EXERCISE: DETERMINING EXERCISE: DETERMINING ISSUE IMPORTANCE AND ISSUE IMPORTANCE AND

POSITIONPOSITION• Issue selection–How important is the issue?–Who has the better position?

GETTING THE MESSAGE GETTING THE MESSAGE OUTOUT

• Media• Print• Electronic• Social

• Voter Contact

Photo: Susan Markham, NDI

TRADITIONAL MEDIATRADITIONAL MEDIA

Print• Newspapers• Magazines

Electronic• Television• Radio

Photo: A. Elwallani, NDI Photo: Sanja Gjenero for rgbstock.com

• Facebook• Twitter• YouTube• Personal/

organization website

COMMON SOCIAL MEDIA COMMON SOCIAL MEDIA SITESSITES

VOTER CONTACTVOTER CONTACT

• Getting your message out• Strategic and organized• Many delivery methods• Choose most convenient methods

to target voters• Use resources wisely and

efficiently

INDIRECT VS. DIRECT INDIRECT VS. DIRECT VOTER CONTACTVOTER CONTACT

• Direct requires more time and people

• Indirect requires more money

Photo: Amy Hamelin, NDI

DIRECT VOTER CONTACTDIRECT VOTER CONTACT

Tactic CostManpower Needed

Time Efficienc

yEffectivene

ssDoor-to-door 1 5 5 1 5

Small personal events

1 4 4 2 4

Town meetings and other events

1-3 3 3 3 3

Candidate “meet and

greets”1 2 2 4 2

Distribution at gathering

places1 3 2 3 3

Phone banks 3 5 4 3 3

INDIRECT VOTER CONTACTINDIRECT VOTER CONTACTTactic

Cost

Manpower Needed

TimeEfficienc

yEffectivene

ssLiterature

distribution3-5 1-3 1 4-5 1-2

TV, radio and newspaper ads

5 1 2 5 1

Letters to newspaper

1 1 1 4 2

TV, radio debates

1 1-2 2 5 2-3

Big events 4-5 3 3 3 3-4Posters and billboards

2-3 1-3 2 2 1

Mail and e-mail 2-1 1 1 3 1-2

Social media 1 1 1 3 2

VOTER CONTACT PLAN VOTER CONTACT PLAN EXAMPLEEXAMPLE

Method#

VotersWhen Where Cost

# Volunteers

Door to door3,000  May

Weekend

Homes $500  50

Direct mail 6,000 April Homes $2,500 10 

TV ads12,000 June

Evening$5,000 3

Newspaper ads

10,000 JuneSunday paper

$4,000  2

Small Events1,000 May

Evenings 

Host’s home

Covered by host

 35

TOTAL  32,000     $12,000 100

EXERCISE: VOTER EXERCISE: VOTER CONTACT PLANCONTACT PLAN

Photo: Amy Hamelin, NDI

DELIVER AND PROTECTDELIVER AND PROTECT

• Get Out the Vote (GOTV)• Poll watching

Photo: NDI

CAMPAIGN RESOURCESCAMPAIGN RESOURCES

• People• Money• Time• Information

Photo and images: www.pixababy.com

CAMPAIGN TEAM CAMPAIGN TEAM QUESTIONSQUESTIONS

• What activities?• What skills? • What functions? • Where can I find the right people? • Who is responsible for what?

CAMPAIGN TEAM POSITIONSCAMPAIGN TEAM POSITIONS

• Manager• Field organizer• Communications officer• Volunteer coordinator• Fundraiser• Press officer

Photo: Amy Hamelin, NDI

CAMPAIGN TEAM POSITIONSCAMPAIGN TEAM POSITIONS

• Researcher• Technology officer• New media officer• Office manager• Database manager

VOLUNTEER RECRUITMENT VOLUNTEER RECRUITMENT AND MANAGEMENTAND MANAGEMENT

• Family and friends• Local schools/universities• Local civic/religious organizations

VOLUNTEER ASSIGNMENTSVOLUNTEER ASSIGNMENTS• Phone banks • Door to door• Internet research • Mailings or leaflet drops • Event organizing • Data entry • Press clips• Thank you letters and other

correspondence

BUDGETBUDGET

• Anticipate costs and timing• Manage expenditures and revenues• Research costs• Track cash flow• Ensures no money left on Election

Day and no debt

EXAMPLE:BUDGETEXAMPLE:BUDGET 

Month 1

Month 2

Month 3

Month 4

Month 5

Office          

Phones/credit 400 300 400 800 1000Supplies (paper, pens) 100 100 100 200 300Equipment rental 150 150 150 150 150Printing          

Flyers/Leaflets 150  150 250 500

Paraphernalia       500 Fundraising          Events 1500  800 200 1000Meetings   200 200  500

Voter Contact          Canvassing   250 250 500 1000GOTV         2000Media          Radio Ads         1000Website 200 200 200 200 200TOTAL EXPENSES 2500 1200 2250 2800 7650

EXERCISE: EXERCISE: DEVELOPING DEVELOPING YOUR BUDGETYOUR BUDGET

Photo: NDI

FUNDRAISINGFUNDRAISING

FUNDRAISINGFUNDRAISING

• Who can give, when, how often, and how much?

• Other fundraising tools such as events

• In-kind contributions• Say thank you

EXAMPLE:FUNDRAISING EXAMPLE:FUNDRAISING PLANPLAN

REVENUE Month 1

Month 2

Month 3

Month 4

 Month 5

Candidate contributions 1000  1000  500

Political Party contributions 5000    1550 

Donations 500 250 500 1000 2500

Fundraising events income 2000  600 300 

           TOTAL EXPENSES 2500 1200 2250 2800 7650

TOTAL INCOME 8500 250 2100 2550 3000

CASH FLOW 6000 -950 -150 -250 -4650

CASH-ON-HAND 6000 5050 4900 4650 0

TIMELINETIMELINE• Start from election day and work backwards• Refer to campaign plan• What needs to happen?• By when? • By whom?• With what resources?• Include key dates and deadlines

EXAMPLE:TIMELINEEXAMPLE:TIMELINEDATE ACTIVITY RESPONSIBLE RESOURCESAfter Election Day

Finalize all tasks, pay workers -Appreciation party

Campaign Manager, Office Manager, Finance Director -Campaign Team

Money -Venue, food, small gifts

Election Day

GOTV – door-to-door -Campaign Manager/Field Director-Database Manager -Volunteer Coordinator

GOTV leaflet Script for volunteers Lists of target voters Maps of areas200 Volunteers

Observation at polls and vote count

-Campaign Manager and Field Director -Volunteer Coordinator

Check list 50 Volunteers

Candidate Press Events

-Campaign Manager and Press Officer -Candidate

Press packets Election day speech

Election Day minus 1

Voter Contact Field Director and Volunteer Coordinator

Persuasion leaflet 150 Volunteers

Candidate Visits to community leaders

Candidate and Campaign Manager

Small thank you gifts for leaders

Candidate Press Events

Candidate and Press Officer

Press packets Speech

EXERCISE: DEVELOPING EXERCISE: DEVELOPING YOUR TIMELINEYOUR TIMELINE

Photo: NDI

DATA AND LIST DATA AND LIST MANAGEMENTMANAGEMENT

• Lists of:–Supporters–Potential donors–Volunteers–Press contacts–Persuadable

voter–Opinion leaders

• Sources of information:–Official voter list–Candidate

contacts–Supporter’s

contacts–Party lists

DATA AND LIST DATA AND LIST MANAGEMENTMANAGEMENT

• Full name• Gender• Age range/date

of birth• Phone

number(s)• Mailing address• Email

• Polling station• Party affiliation• Voting intention• Voting history• Donor history• Volunteer

history

CAMPAIGN PLAN REVIEWCAMPAIGN PLAN REVIEW

Photo: NDI

Steps• Goal setting• Voter targeting• Research• Message• Voter contact• Budget• Fundraising• Election day

Resources• People • Money• Time• Info