The Campaign Manager: Running and Winning Local Elections / Edition 4

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Featuring invaluable insight from an expert author, The Campaign Manager offers the most comprehensive guide for organizing guide for organizing, funding, publicizing, and winning local political campaigns. Author Catherine Shaw draws on her extensive campaign and mayoral experience 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. Brimming with clear, concise wisdom, The Campaign Manager is the best way to kick-start a local campaign.

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Editorial Reviews

From the Publisher
"Anyone running for a local elected office will find this title a valuable resource for organizing and running a campaign."
Library Journal

"I read The Campaign Manager while on vacation and love it. I think it's going to help change the focus of my agency. Terrific and incredibly thorough."
Steve Lundin, BIGfrontier Communications Group

"I am so happy to find The Campaign Manager as there is so little written about campaigns that is actually helpful and practical. Trust me, I've looked there are no other helpful books but yours!"
Ann S. Bergen, Bergen Law Offices

“An essential and ‘user-friendly’ how-to manual offering a wealth of practical advice, commentary, tips, and instructions for creating and running successful political campaigns weather they are on the local, state, or federal level.” —The Midwest Book Review

Praise for Previous Editions

"Local Office is where most candidates launch their careers, and is one of the books they should read before jumping in."
Campaigns and Elections, "Ten Campaign Books Everyone Should Read"

"Quite simply the best organizational tool for anyone seeking political office or working on an issue-based campaign."
Mara Liasson, National Political Correspondent, NPR

"With the experience of serving as a mayor and a chief of staff in the Oregon Legislature, Shaw…presents a solid, comprehensive approach to managing local campaign—from observing the 'ten commandments of campaigning' to avoiding the 'cardinal sins' of electioneering. Written in as easily comprehensive and systematic approach, Shaw’s book gives the reader the vital tools and components to not just strategize but also implement a modern local campaign."

"The fourth edition of The Campaign Manager still has the useful designs and tools you’ll use every day and enough conceptual guidelines and background to help you invent your own systems when something unpredictable happens. But the elaboration of author Cathy Shaw’s methods for Precinct Analysis, new to this edition, are the crown jewel. Her rigorous model will help you or your staff deliver more actionable and sophisticated planning than most of the hundred-million dollar Presidential campaigns of the last three decades…and for a lot less money. No matter how new you are to the game, Shaw will make you smarter. And no matter how experienced you are at it, there are original insights and tools that will build up your effectiveness.”
Jeff Angus, Management consultant and author of Management by Baseball; former Washington state elections committee chair for the Citizens Party

"Practical, witty, and fact-packed, this is the Bible of campaign management."
Les AuCoin, Former nine-term U.S. Congressman, Oregon

"This is an important book for anyone interested in modern campaign management. Candidates, party activists, seasoned professionals, and budding consultants will all find wisdom in Shaw’s pages. In fact, I can’t imagine anyone heading into the campaign trenches without a copy of The Campaign Manager!"
Daniel M. Shea, Director, Goldfarb Center for Public Affairs and Civic Engagement at Colby College

"Based on twenty years of experience, Shaw’s Campaign Manager is quite simply the best organizational tool for anyone seeking political office or working on an issue-based campaign."
Mara Liasson, National Political Correspondent, NPR

"Catherine M. Shaw’s The Campaign Manager is a comprehens

Library Journal
Getting your name on the ballot may be the easiest part of running for office. Shaw, the former mayor of Ashland, OR, and a political consultant, has created a handbook to walk candidates for local elections through all the steps of running a campaign. This revised and updated edition (the previous edition was in 2009) covers every phase of the process, for example, conducting initial precinct analysis, structuring the campaign organization, and creating the various forms of campaign materials. It is illustrated with helpful examples such as sample brochures and lawn signs, including clear instructions on how to install the signs. Shaw covers modern social media strategies, providing tips for the use of Twitter, Facebook, and YouTube, and touches on newer platforms such as Pinterest and Instagram. Direct mail and traditional media are also discussed. She outlines helpful strategies for preparing for negative questions about your campaign, for instance, working with your campaign committee to identify your weaknesses, vulnerabilities, and "fatal flaws" and then practicing appropriate responses. The attractively designed guide contains many entertaining quotes. VERDICT Anyone running for a local elected office will find this title a valuable resource for organizing and running a campaign.—Judy Solberg, Seattle Univ. Lib.
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Product Details

  • ISBN-13: 9780813344515
  • Publisher: Westview Press
  • Publication date: 12/22/2009
  • Edition description: Fourth Edition, Fourth Edition
  • Edition number: 4
  • Pages: 448
  • Product dimensions: 6.00 (w) x 8.90 (h) x 1.10 (d)

Meet the Author

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 over two decades of campaign management experience, and has taught campaign courses at Yale, the University of California, and Southern Oregon University.

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Table of Contents

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

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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted December 6, 2011

    Great info for new political activists

    I have recently become active in local politics. This book has helped me to become a better, more effective volunteer.

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