The definitive How To on getting elected, from the people who do it every day.
The biggest questions in all of politics, along with the topics we receive the most requests for and offers to write, is “How to run for office” and “Who can help me run for office.” In order to encourage efficiency, a topic we are very interested in, it seemed expedient to combine the two into a single article. This article will include step-by-step instructions on how to run for office, as well as side notes on how to receive help with these.
- Decide to run, and be ready to win.
It may seem silly to mention, but this is really the first major step. Lots of people say they’re going to run for office, but not many do it. Therefore, the first step is to say “I am going to run for office” and mean it. While you may think you’re ready to hold the office, realize it is a time-consuming and lengthy process that requires dedication and determination. You won’t be able to do it as a part-time job and win, and in some cases you may be taking a major pay cut–some city positions pay less than $40,000.
- Decide what to run for.
Again, a simple one, but pretty important to your campaign. If you want to run for President of the United States, your campaign and tactics will be noticeably different than running for school board. It’s always easiest to start running for local office, like city council or even mayor. You can run for a few hundred to few thousand dollars, which is easy to self-finance or receive from donors–even with micro-payments of a few dollars. You also require significantly less polish (in terms of issue awareness and public presence) than for a state-wide or federal level campaign.
- Look into the requirements for the position you are running for.
This involves seeing what limitations are involved, such as age or residency requirements, as well when the next upcoming election actually is–which is obviously pretty important. Federal House of Representatives has an requirement of 25 at the time of election, Senate is 30, President is 35. You must live in the state you wish to represent for Representative or Senator, and be a citizen for seven or nine years, respectively. Vice President’s cannot be from the same state as the President. Other than that, each office is determined by the state or local laws, and you’ll have to check with your State Election Commission for information, Office of the Secretary of State of your state, or use Google.
- Find a core campaign team. Convince them to help you win.
You will not be able to run your campaign yourself, except in the case of very limited hyper-local elections. The Candidate (you) is more of a commodity than a workhorse at this point, and your time is best spent elsewhere than giving out directions to volunteers, reporting to the FEC or SEC as necessary, and so on. There are three parts of a campaign team that are critical to winning any election. Local elections may be able to combine two or all of the jobs into a single person, but it’s generally inadvisable.
- Candidate – You
- Campaign Manager – Your boss. Manages the campaign, events and activities, appearances, and the candidate.
- Treasurer – Your other boss. Manages finances and reports to the FEC/SEC.
It’s remarkably easy to find people willing to help, but remember that you are putting the hopes and dreams of your entire campaign in these people’s hands. While your girlfriend or husband may be willing to help you out, they may be more useful as volunteers compared to professionals–even if those professionals are volunteers too. Know a CPA or finance manager, or someone with an MBA? These may be the friends you need now. Can’t find anyone? Consider hiring them. Expect to pay for the results you expect to receive–high quality costs high dollar. Consider college students.
- Determine your issues. Develop arguments for them, and arguments to support them.
Perhaps you’re running to support fiscal responsibility or restructure the business environment? Maybe you got pissed off your local city government banned smoking? This may be your personal reason to run, but if it doesn’t resonate with the voters in your area, you will not win. While the ultimate way to determine your issues is to commission a public opinion poll, there is also the internet and it’s various pollsters (Rasmussen, Gallup, or your favorite news station). The key however is that you must find out what issues are important to your soon-to-be-constituents, and develop your plan to solve/destroy the issue at hand. Then, you must develop your plan to respond to questions, concerns, and outright discrimination against your plan. Soundbites are great, unless everyone is asking why exactly disconnecting the television lines into your city will help with the deficit–be prepared to deflect this in the very same sentence that you propose it. The popular maxim is “If you’re defending, you’re losing.”
- Research your opponent. Prepare to destroy them.
Ultimately, there is only one winner in the election, and that is you. This means, your opponent has to lose, and if that’s going to happen you’re going to need to know how to do it. Research their issues, how they’ve responded to your issues, and develop counter-arguments. Find dirt, and be ready to be vicious. You might want to run a clean race, but there’s absolutely no guarantee that your opponent will–and negative ads work for a reason. Check out their website, YouTube their name, and search your local paper and news stations for quotes, videos, and the like. This will be your decision and it’s a big one, generally considered ‘bad politics.’ However, under no circumstances should you simply decide not to prepare for this–while everyone says that this can turn off voters, so can an attack ad you never respond to. Ultimately, a positive campaign is best but it may be impossible.
- Get To Marketing.
This will involve you only marginally, but you must be involved. Here are the major points:
- Develop a campaign message
- Get a logo and slogan (Slogans are very very powerful–don’t be skimp)
- Get a website. Even a WordPress website. Make sure you can accept donations. Contact Us for help.
- Buy your name (preferably the last name) for your website.
- Make a lot of videos. Put them on your website and YouTube. Include verbatim text beneath each one.
- Get a facebook, twitter, etc. and use them very often.
If you need assistance, you can Contact Take A Stand and we can help, or direct you to someone who can.
- Get Databases
Databases are lists of voters, sometimes divided by party, issue, age, sex, or any other sort of factor. You can do this yourself–if the number is low enough–from former FEC.gov filings, buying the lists online, from the local party office, and other sources. Buying lists can cost you from $10 per thousand names to several hundred per thousand. Disregard the ones who have never voted. You may start out wanting to energize these people and that’s great, but your job as a candidate is to get a majority of the votes, not awaken the electorate. Look at those who vote every time there is an election, and try to persuade them to vote for you, and then leave them alone until the election. Go to the less reliable voters and determine whether they support you. If they do, add them to the group you never bother again until very near the election. If and only if they are undecided, knock on their doors, send them mail, send volunteers, etc. Don’t waste money and time talking to people who have already decided who to vote for. And please, please don’t waste money talking to people you know are going to vote against you. Sometimes you have to make assumptions if you can’t get to every voter.
- Start Asking For Money To File.
This is difficult, and there are a lot of candidates who choke here. You must be willing to ask for money to be in Office. Period. Elections cost money, and you’ll learn this as soon as you start worrying about the Filing Fee. Don’t contact a PAC or your party for filing fee money, either–they aren’t going to give money to someone who can’t afford the filing fee. This will be your first major step as a candidate, as well, as you will have to convince your donors that you are not only worth voting for–you’re worth paying for.
- Start getting signatures, if you must.
Most elections require you to submit a petition with a % of the past year’s voter’s signatures in order to prove you are a viable candidate. This depends on the office, location, and laws independent to you, and you’ll find out when you figure out the requirements for your position whether you’ll need this step.
- File the paper, pay the fee.
The fees for filing tend to be around 1% of your annual salary, though this is not definite. In South Carolina you will pay 1% of your annual salary for each year of office, which is $10,440 to run for Senator for example. In some states you must pay the state or local party to be on their primary ballot; such as Arkansas, which charges $15,000 to be on the GOP ticket for President. This can be expensive, especially for Federal elections. Submitting your petition goes in this step, usually.
- Announce, loudly.
Announce your intention to run for office in a big, splashy way, preferably with lots of press and people. Spend some money on a nice venue, or get one donated in-kind. Call in every favor you have for this. If you don’t come out of the gate firing, you risk being an also-ran.
- Disclose, quietly.
You may have some skeletons in your closet. If there’s even the smallest chance it can be found out (a criminal record, a video of you doing something terrible, a book where you admit you did cocaine, etc) admit it immediately, openly, and to a small and poorly read newspaper or blogger in your district. It’s better to be able to say “I disclosed that a year ago, let’s move on” instead of watching as you are paraded around as the newest example of Scandal in Politics. Most people will forget in a year, so get that year behind your campaign start.
- Begin Fundraising Earnestly
Get yourself in front of everyone. Everything from the Knights of Columbus, Rotary, Retirement Communities, PTA’s, and any possible group that has meetings. The more people you can get in front of, the better. If your budget allows it, think about hiring a campaign consulting firm. Send letters of introduction to every PAC that has similar beliefs to yours, and some that don’t. Expect to be required to answer a Candidate Questionnaire–or have your Campaign Manager expect to answer it on your behalf. Take A Stand sends out a very thorough questionnaire (that changes every six months, cheaters!) and publishes it to our membership, as well as uses it for the basis of donations. This money is the lifeblood of your campaign. Ask family, friends, acquaintances, and random people at the store.
- Start A Volunteering Program
If money is your blood, volunteers represent your arms, legs, and eyes. They can go door to door,put signs in their yard, give signs to other people, operate phone banks, stuff envelopes, cheer you on at crowds, find donors, give you a house to meet donors at, give you space to use as an office, etc. Volunteers are the ones who do all the really hard work, are your most ardent supporters (For those in marketing, these are your evangelists), will often be some of your largest donors, and are absolutely essential to any campaign. As mentioned above, your girlfriend or husband will probably be here.
- Coordinate Major Volunteer & Donor Pushes
If we haven’t made it clear, money and volunteers are what you need. Coordinate massive volunteering activities and donor events. Time spent here is time spent winning. Things Volunteers can do:
- Graphic Design, Jingles, etc
- Stuffing Envelopes
- Calling voters for Get Out The Vote (GOTV), public opinion polling, or donations.
- Door-To-Door evangelism
- Stapling signs
- Blowing up balloons
- Cheering at Rallies!
- Catering
- Hosting Events
- Pulling in donors for events
- Distributing Leaflets
- Writing the Editor
- Everything Else
At the same time, you need to hold events across the entire district/state/country that you’re campaigning in. Volunteers will help by catering and hosting these events, but you have to show up, be charming, and convince them to give you money. Don’t be cheap when it comes to getting your donors to give you money, or they’ll be cheap in donating.
- Thank Everyone
This is more of a continuous step, but it has to be said. I have worked on many a campaign where the volunteers feel unappreciated. They will often not feel like stuffing an envelope is a valid assistance. Thank them, and make them feel important.
- Buy Lots Of Things
Purchase your name on things. Bumper stickers, buttons, yard signs, posters, magnets, placards (for street-side or rally waving), literature, and more. Send these to everyone who will take one. Use volunteers to get them in people’s hands.
- Consider An Intern
If you like drink when you go to “networking” events or fundraisers, do yourself a huge favor and hire an intern (of the same sex as to prevent any kind of temptation or alleged misconduct) and have them drive you home and get the names of people you talk to. This is a common practice and will save you from a campaign killing DUI.
- Don’t Drink Much (Don’t Do Anything Else Either)
One video of you being completely smashed can destroy your family-friendly aspect. One staffer who says you groped them, flirted while married, or did a bunch of heroin in the back room can destroy your chances at winning. Generally speaking, be irreproachable while on the campaign trail. If you can’t be, do it at home or with (very) close friends. Depending on the office, one photo can be worth tens of thousands of dollars, so consider everything before you do it.
- Prepare for the Debates
You will almost certainly be required to debate, whether your opponent is there or not. You might be debating local town halls, detractors, competitors in the primary, the incumbent, or a reluctant volunteer or voter. Be prepared, be concise, and be poised. You must convince a majority to vote for you, and this is how you’ll do it. Take it seriously. Debate at every opportunity. Learn the difference between a debate and an argument.
- Pre-GOTV
You’re not going to want to waste time and money on this. It’s understandable. However, make sure your GOTV technology works. Lots of campaigns have experienced headaches because of Nextel-like walkie-talkie technological fails, logistical nightmares, poor organization and planning, and similar issues. Do a dry-run, on as large a scale as you can. It’s better to discover the issues early and know how to fix or work-around them instead of finding out when the election is on the line.
- GOTV
The days before an election, put your money, your volunteers, and your staff into overdrive. Consult a lawyer beforehand to determine the legality of certain practices in your area. Sometimes, canvassers are not allowed to directly advocate a certain candidate. Depending on budget, there are many different tactics:
- Door-to-Door Canvassing Through Targeted Districts
- Internet Canvassing Through Entire District (MeetUp, Facebook Events, etc)
- Voter Registration Booths
- One-On-One Candidate Interaction At Events
- Transport Canvassers & Voters To/From Voting Places
- Poll Watchers & Street Sign Wavers
- Walk ‘New Voters’ Through The Polling Process
- Write Individualized Letters To Key Voting Demographics
- Go Digital: Have Online Voter Contact Forms That Can Be Updated By Volunteers
- Engage In Text Messaging Voters
- TV, Radio, and Print Ads
Ultimately, it is in-person contact that will drive votes. Studies suggest that multiple contacts (in-person, phone, and texting) can increase voting likelihood by up to 40%.
- Keep Youth Voters On The List
Your lists will say this is wrong. Your manager may hate it. But those youth voters who have never voted show up as “Non Voters” because of the fact that they have never had the chance to vote. Contact them, cherish them, and convince them to vote for you.
- Win!
You can’t guarantee a win, but with these steps you can do everything right. That’s the best advantage you’ll give yourself.
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