The Campaign Manager: Running and Winning Local Elections
Cover -- Half Title -- Title Page -- Copyright Page -- Dedication -- Table of Contents -- Preface -- Acknowledgments -- 1 Before You Begin -- How to Use This Book -- A Message for the Candidate -- The Framework -- Know the Law -- 2 Precinct Analysis: The Sinners, the Saints, and the Savables -- Context of Place -- Nonaffiliated Voters ("Independents") -- The Sinners, the Saints, and the Savables -- Do the Math -- Votes Owed -- Predicting Voter Turnout -- 3 The Campaign Team and Volunteer Organization -- The Campaign Committee -- The Campaign Manager -- The Campaign Chair or Co-Chairs -- Volunteer Organization -- Canvassing -- Phone Banks -- Clerical Team -- Time Allotments for Volunteer Tasks -- 4 Campaign Messaging -- Campaign Theme and Message -- Message Development for Candidates -- Polling -- Campaign Slogans -- Logo -- Walking-Piece Development -- Voters' Pamphlet -- 5 Fundraising -- Early Endorsements = Early Money = Early Media Buys -- Campaign Budget -- Direct Mail for Money -- Special Events -- Candidate Calls to Raise Money -- Calling for Money for Ballot Measures -- Raising Money Online -- Fundraising Through Email -- Tips for Successful Fundraising -- Fundraising Ideas That Take Less Than One Month of Preparation -- The World's Smallest Brochure: Direct Mail That Works -- Thank-You Notes -- 6 Digital and Social Media -- Digital Strategy -- The Website: Where People Come to You -- Social Media: Where Conversations Happen -- Outreach: Where You Go to People -- Other Digital Tools -- 7 Traditional Media: Print, Radio, and TV -- Print Media: Paid and Unpaid -- Fielding Questions from the Press: Top Tips -- Radio -- Television -- Ad Production -- Placing Your Buys on Television: Research, Research, Research -- 8 Targeting Voters -- Finding the Likely Voter -- Voter Gaps -- Finding Priority Precincts -- Direct Mail