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Preface xi
How to Use This Handbook xiii
The Framework xiii
The Layout xiv
Know the Law xvi
The Ten Commandments of Campaigning xviii
The Cardinal Sins of Campaigning xviii
1 Precinct Analysis: The Sinners, the Saints, and the Savables 1
Context of Neighborhood 5
Independents 8
The Undervote 14
Finding Swing Voters 18
2 The Campaign Team 21
The Campaign Committee 21
Campaign Committee Packets 23
The Treasurer 25
The Campaign Manager 28
Ten Tips for Campaign Managers 30
The Campaign Chair or Co-Chairs 30
Finding Volunteers 31
Potential Volunteer Sources 33
Volunteer Sign-Up Sheet 34
3 The Campaign Brochure 37
Campaign Theme and Message Development 38
Polling 41
Brochure Development 51
Campaign Slogans 56
Logo 60
Layout 61
Voters' Pamphlet 67
4 The Volunteer Organization 75
Methodology 75
Phone Banks 81
Phone Bank Locations 84
Clerical Workers 86
Time Allotments for Volunteer Tasks 88
5 Fund-Ratsing 91
Early Endorsements=Early Money=Early Media Buys 92
Campaign Budget 93
Direct Mail for Money 100
Special Events 105
Candidate Calls to Raise Money 114
Calling for Money for Ballot Measures 115
Raising Money on the Web 115
The Campaign Finance Committee 117
Campaign Finance Committee Packets 119
Tips for Successful Fund-Raising 134
Fund-Raising Ideas That Take Less Than One Month of Preparation 135
"Hey, Big Spender" 137
The World's Smallest Brochure: Direct Mail That Works 140
Keeping Track of Donations 144
6 Lawn Signs 145
To Be or Not To Be 145
Logo and General Information 147
Location, Location, Location 152
Preparing for the First Day 155
Field Signs 159
Maintenance ofSigns 161
Lawn Sign Removal 162
Bumper Stickers and Buttons 163
7 Targeting Voters 165
Finding the Likely Voter 165
Partisan Gaps 172
Canvassing 183
Direct Mail 194
Tracking Polls 208
8 Media 211
Print Media: Paid and Unpaid 212
Fielding Questions from the Press 220
Radio and Television 236
Choosing Your Media Specialist or Team 241
Web Page and YouTube 257
9 The Candidate 261
The Lay of the Land 262
Packaging the Candidate 265
Stay on Your Message 272
Outsider Campaign Versus Incumbent Campaign 277
Debates 280
Fielding Negative Questions 283
Developing Your Public Speaking Skills 287
Write-In, Third-Party, and Nonpartisan Candidates 294
Media and the Candidate 301
Negative Campaigning 301
Ten Dos and Don'ts of Attacks 304
Thank-You Notes 306
10 The Issue-Based Campaign 309
Initiative and Referendum 309
Local Preemption 314
Polling and the Issue-Based Campaign 315
Speakers' Bureau 317
Recall 318
A Petition Is Pulled 319
Saving Our Libraries 321
Investing in Education 325
Packaging the Issue-Based Campaign 326
Flies in the Ointment: The Double Majority, Independents and the Super Majority 329
The State Initiative and Referendum Process 335
11 Getting Out the Vote (GOTV) 341
The Essentials 342
Identifying Your Voters 345
Last-Minute Efforts to Persuade Voters 348
Poll Watching 352
Phoning 356
The Absentee Ballot and Early Vote 357
Vote by Mail 361
Organizing the GOTV Phone Banks 370
12 The Campaign Flowchart 373
Settin Up a Preliminary Flowchart 374
Finalizing the Flowchart 377
The Campaign Calendar 388
13 After the Ball 381
Facing Election Night 381
Retiring a Campaign Debt 383
Afterword 385
Notes 387
Appendix 391
Conducting a Precinct Analysis 391
Assigning the Undervote 402
Predicting Voter Turnout 404
Alternatives for Finding Swing Voters 407
Votes Needed to Win (VNW) 408
About the Author 411
Index 413
Anonymous
Posted December 6, 2001
Cathy Shaw's book is a real treat: At last an optimistic and very practical book on creating a political campaign that is fresh, thorough and genuinely effective. NO detail is overlooked for local elections, from whether the candidate's attire matters (it does!) to collecting your lawn signs the day after (reuse the stakes to save money next year). The campaign calendar lays out what activities should come first and how to choose campaign staff and how to recruit volunteers and keep them all busy on the right tasks. An especially useful section shows how to raise campaign funds money in one month. Shaw will help you answer questions such as: How many votes will I need to win? Where will I find these voters? What do I tell them about myself or my issue? Another section that first time campaigns will find especially useful is devoted to the graphic design for your campaign literature (what works and what to avoid). The Get Out the Vote chapter is especially concrete in how to run an effective 'day of election' operation to gain the winning margin. Experienced campaigners will find the Precinct Analysis chapter useful for determining where to campaign and where not to. The book contains a good section in Issue Campaigns such as school bonds. Shaw has jammed the book with useful illustrations and case examples. I gave copies to all my key campaign members and made sure our library had copies as well.
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Overview
Featuring invaluable insight from an expert author, The Campaign Manager offers 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 ...