Embed Size (px)
Citation preview
El Paso, TXAugust 12, 2017
SOCIAL•Feel free to tweet us (@AnniesListTX) about the training•Post your pictures from today to our Facebook: facebook.com/annieslisttx•Post your pictures from today to our Instagram: Instagram.com/annieslisttx
GOAL FOR TODAY
To prepare you to organize and oversee a
strong campaign for local, county, or state
legislature.
GROUND RULES
•Remove Distractions •Respect All Voices•Step Up – Step Back•Meet your Needs
AGENDA
EL PASO
AUGUST 12TH
WHO WE ARE
THE ANNIE’S LIST AGENDA
WHY YOU, WHY NOW
WHY WOMEN?
WOMEN AND
RUNNING FOR OFFICE
WOMEN’S APPROACH
APPROACHING WOMEN
Will you run for office?
NATIONAL LANDSCAPE• 88 % of Governors are MEN
• 80% of Big-City Mayors are MEN
• 75% of State Legislators are MEN
TEXAS LANDSCAPE
• 80% of Texas State Legislators are MEN
• Texas House: 21 Democratic Women
• Texas Senate: 2 Democratic Women
LADIES IN THE
LEGISLATURE
SUCCESS ON THE BALLOT
Equal at the Ballot Box
WOMEN MAKE A DIFFERENCE
Prioritize women, children, & families
Serve beyond district
Create more open government
Work across the aisle
Create more legislation
WHAT IS THE SOLUTION?
YOUYou are qualified.
You are smart.
Texas needs you!
WIN NUMBER
SUPPORTING MATERIALS
In your folder:
• Agenda• Worksheets• District 151 Profile
DISTRICT 151
DISTRICT 151
Democrat Leslie Garcia
vs.
Republican Incumbent Marshall Smith
WIN NUMBER
WHY THE WIN NUMBER IS SO
IMPORTANT TO THE PLAN
The starting point to determine every aspect of your plan and
budget to win your election
2012 2014 201643,400 25,500 47,500 21,600 10,600 23,600
Projected Turnout = 2012 Total Votes + 2014 Total Votes + 2016 Total Votes / 3 = Projected Turnout
Win Number = 0.52Projected Turnout X 52% = Win Number
Total VotesVotes for Dem
WINNING WITH NUMBERS WORKSHEET
43,400 25,500 47,500 38,800
38,800 20,176
Importance of Win Number
•Drives the size of your campaign, budget, field program, and size of your staff
• Is driven by historical election data and turnout from top of the ballot excitement
•Calculation is not an exact science but a good estimation
• The number you must commit to memory as the most important driving force in each decision you make throughout the campaign
CAMPAIGN PLAN
OVERVIEW
YOUR CAMPAIGN PLAN
GETTING STARTEDGoal is Win Number; Deadline is Election Day
WRITE DOWN THE CAMPAIGN PLAN!
IF IT’S NOT WRITTEN, IT DOESN’T EXIST
SUMMARY OF THE PLAN1) GOALS
2) TIMELINE
3) LAY OF THE LAND
4) FUNDRAISING
5) MESSAGING
6) VOTER CONTACT
7) OPERATIONS (STAFF AND VENDORS)8) BUDGET
9) RECOMMENDED ROLES
SUMMARY OF THE PLAN
SECTION 1GOALS
SECTION 1: GOALS
Answers the question of who votes for you and why
SECTION 2TIMELINE
SECTION 2: TIMELINE
Working back from Election Day, include:• Financial Reporting• Major Holidays• Early Voting• Ballot by Mail Deadlines• Voter Registration Deadlines• Direct Mail and Messaging Calendar • Meaningful campaign milestones for
fundraising and voter IDs
SECTION 3LAY OF THE LAND
SECTION 3: LAY OF THE LAND
This section is a true assessment of viability:Why you? Why now?
SECTION 4FUNDRAISING
SECTION 4: FUNDRAISING
Include goals, milestones and major strategies
SECTION 5MESSAGING
SECTION 5: MESSAGING
Overview of the story you will tell about the candidate.
This section should include:• Messaging Calendar• Mail Calendar• Message Boxes
SECTION 6VOTER CONTACT
SECTION 6: VOTER CONTACT
Overview of how you will reach win number; includes specific numbers, voters, and timeline
SECTION 7OPERATIONS
SECTION 7: OPERATIONS
How does your campaign office run everyday?Who approves purchases?
Who can write checks? What hours will the campaign office be open?
SECTION 8BUDGET
SECTION 8: BUDGET
A written document organized by program area that outlines:• When every dollar needed will
be raised• Where every dollar will be spent• A timeline to facilitate cash flow
projections
SECTION 9RECOMMENDED ROLES
SECTION 9: RECOMMENDED ROLES
Outline everyone’s duties, including candidate, staff, high-level volunteers and consultants.
What are they doing – What are they not doing
SUMMARY OF THE PLAN1) GOALS
2) TIMELINE
3) LAY OF THE LAND
4) FUNDRAISING
5) MESSAGING
6) VOTER CONTACT
7) OPERATIONS (STAFF AND VENDORS)8) BUDGET
9) RECOMMENDED ROLES
STORYTELLING
AND
MESSAGING
STORYTELLING & MESSAGING
STORY VS. MESSAGEConnected but not the same
Your Story
The values and experiences that define you
“Tell me about yourself
Your Message
The reasons voters should support you
“Why are you the right person for the job?”
WHY TELL A STORY
“No one ever made a decision because of a number. They need a story.” – Daniel Kahneman
Stories Stick
Stories Sell
Stories Spur Action
TELLING A GOOD STORY• Easy to understand• Reflects shared values• Personal and authentic• Makes people feel something• Starts with status quo; moves to what could be
DISCOVER YOUR STORY
DOCUMENT YOUR DISTRICT
•What are the demographics of the area?
•What is changing about the district?
•What are the major issues being discussed?
•What are the major issues not being discussed?
•Are things getting better or getting worse?
What would this look like in District 151?
CRAFT YOUR MESSAGEYour message is the bridge between your story and your vision for the district
The Message Box• Puts all of these things in the context of
your campaign• Creates your proactive communication
strategy• Prepares you for attacks and pivots
MESSAGE BOX
What We Say About Us
What the Opposing Campaign Says
About Itself
What We Say About Our Opponent
What Opposing Campaign Says
About Us
SB4 will lead to the deportation of hardworking
moms and dads, and separation of innocent
families, and no police chief or sheriff of a major city
supports it
I will work with Sheriffs to make sure our communities
are truly safe from dangerous illegal
immigrants by enforcing the law. SB4 will help decrease
crime and human trafficking.
He puts vulnerable people at risk by banning Sanctuary Cities. Human trafficking will
only increase and crimes like domestic violence will
go unreported because people will fear deportation.
I voted for SB4 to protect Texans and my opponent would rather have illegal immigrants breaking the law than force sheriffs to
enforce the law. The Democratic Party’s policies
are what leads to more human trafficking,
What We Say About Us
What the Opposing
Campaign Says About Itself
What We Say About Our Opponent
What Opposing Campaign Says
About Us
DISTRICT 151MESSAGE BOX
MESSAGE DONE WELL• Is in the language of the voters
• Contrasts you with your opponent
• Is evident in all aspects of your strategy
• Is both aspirational and reasonable
• Helps to inoculate the candidate from
potential attacks the opponent will make
• Answers the question: Why you and why now?
MESSAGE DONE POORLY•An issue or list of issues•Your resume•A list of your accomplishments•Your campaign strategy
SB 4 Anti-Sanctuary Cities Bill
“As a professor I have students from every walk of life in my classes. When SB 4 passed the State Legislature, I had to comfort students who were terrified their parents would be deported or that they would be discriminated against with this “show me your papers” type law. This intimidation and discrimination is unacceptable in Texas and I will work to make it so no student has to worry about anything but receiving a good education.”
House District 151 Candidate
Leslie Garcia’s Message on SB 4
MESSAGE REFINEMENT•Write it well•Tailor it to your audience•Speak to values, not issues•REPEAT IT
WRITE IT WELL• Establish common ground• Choose one key point or strong stat to
drive home your point• Make it interesting with pretty words• Use examples, analogies, statistics,
personal anecdotes – things that can be pulled out and quoted, reused, dispersed
TAILOR TO YOUR AUDIENCE
Speak to what voters DO care about, not what you think they SHOULD care about!
Each time you present, keep in mind:•How long you have to speak•Who you are speaking to•Why you are speaking
SPEAK TO VALUES
NOT ISSUES
“Jails are for people we’re afraid of,
not people we’re upset with.”
- Dallas County Sheriff Lupe Valdez
SAMPLE MESSAGE
“Our goals are urgent. We must protect our families and educate our kids while holding
corporations accountable and running a government that’s
lean but not mean.”
- Former Michigan Gov. Jennifer Granholm
REPEAT… REPEAT… REPEAT…
STORY IN ACTION
PUTTING YOUR
STORY IN ACTION
MESSAGING CALENDARWorking backwards from Election Day, create a messaging calendar by asking these questions:
•What is the message that should be amplified?•Where should you amplify that message? •What action is required for this to happen on time?
TYPES OF MEDIA
WHAT TO MAKE AVAILABLE ON YOUR WEBSITE
SOCIAL MEDIA BEST PRACTICES• Use your message calendar
• Authorize regular users
• Credible third party commenters
• Connect and engage with your audience – use #hashtags
• Use photos and videos
• Be personable
• Make asks – engagement #s are the goal
• Don’t feed the trolls, but they can excite your base
• Edit and delete as needed, but it’s all permanent
MATCH THE MEDIUMFacebook Twitter Instagram
Total 68% 21% 28%
Women 69% 21% 23%
Men 67% 21% 32%
Age 18-29 88% 36% 59%
Age 30-49 79% 22% 31%
Age 50-64 61% 18% 13%
65+ 36% 6% 5%
Less than $30,000 65% 18% 29%
$30,000-49,000 68% 16% 30%
$50,000-74,000 70% 26% 30%
$75,000+ 76% 30% 30%
BUILDING AN EMAIL LIST
• Keep your list engaged and have informative content
• Optimize for phone viewing• Don’t SPAM People• Don’t Burn and Churn
USING PAID MEDIA
• Direct Mail – VENDOR IS KEY• Purchase targeted digital ads • Run radio ads on minority or select
stations• Don’t buy TV – unless you are
running for State Senate or above
USING EARNED MEDIA• Have supporters write op-ed pieces in the local
newspaper• Send out press releases when something you are
doing is news worthy • Debate your opponent as much as you can to reach
more voters• Prepare for Editorial Board interviews to receive
additional endorsements
EDITORIAL BOARD INTERVIEWS
A study conducted in 2011 and again in 2016 found that
newspaper endorsements are likely to influence readers’
decisions, especially those of more moderate voters.
EDITORIAL BOARD PREPSpeaking to the Editorial Board is likely your most important interview and the best opportunity to amplify your message with an endorsement.
Prepare by:
•Creating talking points
•Making a briefing book using the questionnaire
• Role playing with staff or a volunteer
• Researching interviewer/board
• Practice pivoting to the issues you want to discuss
“I think about answering, not the question that was asked, but the question that I wanted to be asked.”- Robert McNamara
THE ART OF THE PIVOT
• “Yes, and . . . “
• “The fact of the matter is . . . “
• “The real question is . . . “
• “That’s not the issue. The real issue is . . . “
• “I can’t speak to that but, I CAN tell you . . . “
• “The reality is . . . “
• “What I’d like people to know is . . . “
THE PIVOT IN ACTION
Pivot for District 151The Bathroom Bill
INTERVIEW DO’S○ Be prepared○ Be early ○ Be aware of your appearance
■ Dress conservatively; take into account colors, patterns, and jewelry
■ Be aware of your body language○ Remember, you are always on record○ Know your record○ Act on any follow up items○ Say “Thank you
INTERVIEW DON’TS
○ Bring too many people○ Use humor○ Speak in hypotheticals○ Debate○ Lie○ Fill silences○ Debut new ideas○ Answer questions that you don’t know the answer to
LOOSE LIPS SINK SHIPS
✓Approved Staff✓Approved Surrogates
✓The Candidate
No one else. Period
LUNCH BREAK
VOTER CONTACT
CONNECTING WITH VOTERS
WINNING WITH NUMBERS WORKSHEET2012 2014 2016
43,400 25,500 47,500 21,600 10,600 23,600
Projected Turnout = 43,400 25,500 47,500 38,800 (2012 Total Votes + 2014 Total Votes + 2016 Total Votes) / 3 = Projected Turnout
Win Number = 38,800 0.52 20,176 Projected Turnout X 52% = Win Number
Democratic Base = 2014 Votes for Dem / 2014 Total Votes = Democratic Base %
Voter Gap = Projected Turnout X Democratic Base % = Projected Dem Turnout
Win Number - Projected Dem Turnout = Voter Gap
Total VotesVotes for Legislative Dem
10,600 25,500 41.6%
38,800 41.6% 16,141
20,176 16,141 4,035
FINDING VOTERS
•Census data•District viewer•VAN (Voter Activation Network)•Scores from VAN
TARGETING
Non-Voting Republicans
Non-Voting Persuadable
Non-Voting Democrats
Presidental Republicans
Presidential Persuadable
Presidential Democrats
Voting Republicans
Voting Persuadable
Super Democrats
Turnout
Support
Low Medium High
Non-voters
Sporadic
Voters
DISTRICT 151 MID-TERM TARGETING0 to 9.99
10 to 19.99
20 to 29.99
30 to 39.99
40 to 49.99
50 to 59.99
60 to 69.99
70 to 79.99
80 to 89.99
90+ Unknown
0 to 9.99 9 17 20 61 50 44 42 68 55 23 0 38910 to 19.99 28 54 83 153 136 137 194 296 287 224 0 1,59220 to 29.99 32 72 181 345 303 222 269 290 213 146 0 2,07330 to 39.99 51 169 390 537 459 431 673 687 620 301 0 4,31840 to 49.99 57 120 218 366 336 312 478 644 514 322 0 3,36750 to 59.99 51 117 328 652 513 441 647 757 432 292 0 4,25060 to 69.99 126 222 853 1,721 1,188 1,057 1,870 1,599 1,009 473 0 10,11870 to 79.99 389 448 1,003 1,269 979 979 1,754 1,902 1,493 738 0 10,95480 to 89.99 925 486 778 940 980 1,170 2,058 2,796 1,608 1,241 0 12,982
90+ 6,038 1,051 990 601 551 1,368 2,060 1,696 1,398 2,289 0 18,042
Unknown 0 0 0 0 0 1 1 0 0 0 5,949 5,951Total People 7,706 2,756 4,844 6,645 5,495 6,162 10,046 10,735 7,649 6,049 5,949 74,036
TurnoutParty Support
Total People
Total Voters Section
15,161 Democratic Base
18,900 Persuasion
3,737 Low Propensity
37,798 Voter Universe
DISTRICT 151 PRESIDENTIAL TARGETING
DISTRICT 151 COMPARISON
Total Voters Section
15,161 Democratic Base
18,900 Persuasion
3,737 Low Propensity
37,798 Voter Universe
CLOSING VOTER GAP
Registering Voters
Turning out the Democratic Base
Persuading Voters
REGISTERING VOTERS• Use voter registration as a method to get to know your
community before starting your campaign
• Know the laws around voter registration
• Needs to be a strategy of every campaign – swing districts cannot be won without voter registration
• Goal should be to register 2x vote gap in the district
WAYS TO CONTACT VOTERS
Cost Effectiveness of GOTV MethodsMethod Effectiveness Cost Per Vote
Door-to-Door 1 vote per 15 contacts $31
Volunteer Phone Calls 1 vote per 35 contacts $35
Commercial Live Calls 1 vote per 125 contacts $63
Direct Mail 1 vote per 273 contacts $91
Data from Get Out the Vote, 2015
HOW TO PERSUADE VOTERSTo effectively persuade begin with the following:
• Create a script that is easy for your volunteers to follow
• Establish a commonality with the voter
• Practice pivots with your volunteers before sending them out
• LISTEN to the voter and what they are most concerned about
• If persuasion is more difficult in your district consider placing your most effective volunteers on persuasion doors
LET’S WALK
THROUGH HOW TO
ID VOTERS
SIMULATION
CREATING A VOTE PLAN● Help voters create a plan to vote. Ask voters these types of
questions:
○ What day will you vote?○ What time of day will you vote?○ Will you drive to the polls yourself or have someone take
you?○ Will you vote at the same time as your family members?○ Do you know where you vote?○ Do you know what ID you need to take with you to the
polls?
COMMITMENT CARDS
WORK SMART: PLANNING FOR FIELD CAPACITY NOW
Information for this exercise:
18,900 Persuasion VotersLive in 14,500 homes in the district
Paid canvass staff is paid $10 per hourA block walk shift is 4 hours
An average block walker can reach 40 doors per 4-hour shift
Mon Tue Wed Thur Fri Sat Sun Total2 3 3 3 X 10 4 25
Typical Volunteer Recruitment per Week
WORK SMART:PLANNING FOR FIELD CAPACITY NOW
X 3 knocks =
/ 40 doors per shift =
X 20% Contact Rate =
14,500 DoorsDoor Knocks
ShiftsDoor Knocks
Door Knocks Unique IDs
43,500
43,500 1,088
43,500 8,700
/ 32 Weeks =
- 25 volunteer shifts =
X 4 hours X $10 per hour =$ per week
X 32 Weeks = Total Cost$ per week
Shifts shifts per week
remaining shiftsShifts per week
remaining shifts
32 WEEKS BEFORE EARLY VOTING
1,088 34
34 9
9 $360
$360 $11,520.00
/ 16 Weeks =
- 25 volunteer shifts =
X 4 hours X $10 per hour =$ per week
X 16 Weeks = Total Cost$ per week
Shifts shifts per week
remaining shiftsShifts per week
remaining shifts
16 WEEKS BEFORE EARLY VOTING
1,088 68
68 43
43 $1,720.00
$1,720.00 $27,520.00
32 WEEKS VS. 16 WEEKS
Starting Early = Using Volunteer Capacity Wisely
16 Weeks in Field
32 Weeks in Field
$27,520$11,520
Starting 32 weeks until Early Voting would
save District 151 $16,000 in paid
canvassing
VOLUNTEER RECRUITMENT
• Friends• Family• Professional Networks• Religious Networks• Democratic Clubs• Activist Groups• VOTERS
Where would you look for volunteers?
MAKING THE ASK TO
VOLUNTEER• Make the best ask possible• Frame ask as an opportunity• Ask everyone who supports you
– Question 1: Will you vote for me?– Question 2: Will you volunteer?
• Anyone can make the ask
MANAGING VOLUNTEERS
When was the last time you volunteered on a campaign?
•What was great about that experience?
•Was there anything terrible about your experience?
•Would you volunteer again?
MANAGING VOLUNTEERS• Set people up for success
• Set meaningful goals
• Set a culture of excellence and accountability
• Create a training program for volunteers
• Be prepared before a single volunteer steps foot in your office
• Lead by example and take new volunteers out with you to train them
• Develop relationships
• THANK your volunteers
VOTER CONTACT RULES
• Always have the right script – volunteers should stick to the script, not express their personal views
• Tracking systems
–If it doesn’t exist in VAN, it doesn’t exist
–Get information for future contact including collecting emails and phone numbers
–Notes are only as good as your follow through
–Your ability to work smart is only as good as your data
PRIORITIZING FIELD WORK• Be cognizant of your budget. Remember,
nothing is free, including volunteers• Prioritize areas/density and types of contact• Decide priority contacts for the candidate
vs. those for volunteers or paid canvassers• Train volunteers and staff on how to use
your literature and scripts• Know the law – don’t break the law
BUDGET
AND
COMPLIANCE
BUDGET & COMPLIANCE
RULES OF THE BUDGET
Rule 1: Driven by campaign plan
Rule 2: Must be realistic
Rule 3: Reflects priorities
Rule 4: Voter Contact > Overhead
STARTING YOUR BUDGET•Research previous races for scale
•Start at Election Day and work backwards
•Consider timing of decisions and payments
•Create versions – Cadillac, Civic, Bicycle
IF IT ISN’T WRITTEN IT ISN’T REAL
SIZE OF THE BUDGET
Dependent upon the following:
• Position being sought
• Location
•Candidate’s ability to fundraise
• Excitement around the race or candidate
• Investment by outside organizations
•Available resources on the ground
DISTRICT 151CADILLAC BUDGET
Line Item Estimated Cost Total % of Total
Filing Fee 750.00$ NGP 3,000.00$ VAN 1,000.00$ Overhead 10,000.00$
Campaign Manager 50,000.00$ Field director 30,000.00$ Deputy Field 20,000.00$ Finance Director 33,000.00$ Interns 1,000.00$
Graphic Design 5,500.00$ Photogrpahy 1,000.00$ Digital Ads 14,000.00$ Direct Mail 160,000.00$ Social Media ads 1,500.00$ Website 3,500.00$
Palm Card 10,000.00$ Signs 5,000.00$ T-shirts 1,000.00$ Other Ads 3,500.00$
Canvass 30,000.00$
Fundraising Events 2,000.00$ Donation Processing 3,500.00$
Food for Volunteers 10,000.00$ 11,500.00$ Volunteer events 1,500.00$
Polling 15,000.00$
415,750.00$
4%
19,500.00$ 5%
185,500.00$ 45%
32%134,000.00$
4%15,000.00$
Volunteer events
Polling
Admin Costs
Staff Costs
Paid Communications
Voter Contact
Paid Canvass
Fundraising
7%30,000.00$
5,500.00$
3%
1%
14,750.00$
DISTRICT 151 –HONDA CIVIC
BUDGET
Line Item Estimated Cost Total % of Total
Filing Fee 750.00$ NGP 1,650.00$ VAN 1,000.00$ Overhead 4,000.00$
Campaign Manager 28,000.00$ Field director 17,000.00$
Graphic Design 1,200.00$ Photogrpahy 350.00$ Digital Ads 5,000.00$ Direct Mail 64,000.00$ Website 1,400.00$
Palm Card 4,000.00$ Signs 2,000.00$ T-shirts 350.00$ Other Ads 1,200.00$
Canvass 12,000.00$
Fundraising Events 1,000.00$ Donation Processing 1,400.00$
Food for Volunteers 2,500.00$ Volunteer events 1,000.00$
149,800.00$
8%
2%2,400.00$
3,500.00$ 2%
5%7,550.00$
Volunteer events
7,400.00$
12,000.00$ Paid Canvass
Fundraising
Paid Communications
Voter Contact
Admin Costs
Staff Costs
5%
30%45,000.00$
71,950.00$ 48%
DISTRICT 151 –BICYCLE BUDGET
Line Item Estimated Cost Total % of Total
Filing Fee 750.00$ VAN 1,000.00$ Overhead 2,000.00$
Campaign Manager 28,000.00$
Graphic Design 750.00$ Digital Ads 2,500.00$ Direct Mail 25,000.00$ Website 1,200.00$
Palm Card 3,500.00$ Signs 1,000.00$ Other Ads 500.00$
Canvass 5,000.00$
Fundraising Events 1,000.00$ Donation Processing 700.00$
Food for Volunteers 1,800.00$ Volunteer events 1,000.00$
75,700.00$
5,000.00$
5,000.00$ 7%
2%1,700.00$
2,800.00$ 4%Volunteer events
3,750.00$ 5%
37%28,000.00$
29,450.00$ 39%
7%
Paid Canvass
Fundraising
Paid Communications
Voter Contact
Admin Costs
Staff Costs
THE AVERAGE BUDGET
• Paid Communications and Staff will be the largest cost for any campaign
• Remember that budgets are very fluid and evolve over time
• There is always a way to cut expenses
• Always use common sense when it comes to expenses
• A budget should always be realistic and achievable
Budget Total Admin Costs Staff Costs Paid Comms Voter Contact Paid Canvass Fundraising Volunteer Events PollingCadillac 410,750$ 4% 32% 45% 5% 7% 1% 3% 4%Honda 149,800$ 5% 30% 48% 5% 8% 2% 2% Bicycle 75,700$ 5% 37% 39% 7% 7% 2% 4%
COMPLIANCEKnow the law
WHAT IS A CONTRIBUTION?
•A direct or indirect transfer of money, goods, services or any other thing of value•An in-kind contribution is a contribution of goods or services
REPORT ACCURATELY
• For all contributions, know the donor’s:– Full legal name– Address– Employer ($500+)– Occupation ($500+)
• Anonymous contributions are prohibited• Report a contribution as the date it is
received not the date deposited• You must account for every dollar you take in
– Every race has limitations on how much cash you may accept
AVOID COMMON ERRORS•Corporations cannot contribute
•Unions cannot contribute from dues money, but may contribute from a PAC
•Only US Citizens and permanent residents may legally contribute to campaigns under Federal law
•Contributions may be taken from out of state PACs if they file with the Federal Trade Commission
CREDIT CARD EXPENDITURES
•Credit cards are a method of payment, not the reportable payee
• Reported payee should always be the vendor you paid with the card
•When reporting, use the date you made the payment, not the date the credit card bill shows the transaction
CANDIDATE’S PERSONAL FUNDS
The candidate’s out-of-pocket expenses for the campaign must be reported – whether or
not the candidate wants to be reimbursed.
These expenses may start before the candidate has officially filed. For example if you purchase website domains and pay to create a website prior to filing a treasurer’s
appointment you must record these expenses in your first financial report.
STAFF REIMBURSEMENTS
•Report the original payees – not the person being reimbursed •Use the dates the person spent his/her own money – not the date of the reimbursement •Consider reimbursing mileage instead of gas receipts or per diem instead of meals
GENERAL REPORTING GUIDELINES
• Reports must be filed electronically
• Familiarize yourself with the process before the filing deadline
• Start the process of filing in advance
• Set yourself up for success!
•Get NGP software
•Use a spreadsheet or QuickBooks to track expenses
• Track transactions in a database
• Manage accounting in a timely way
• Keep copies of every check and receipt
• Audit regularly for missing info
STAFFING
MODELS
STAFFING MODELS
SAMPLE CAMPAIGN STRUCTURES
CANDIDATE’S GOLDEN RULEOutside of sleeping and eating, the candidate should be
doing only two things:
RAISING MONEY.TALKING TO VOTERS.
Evaluate the schedule often to make sure your campaign sticks to this rule.
FUNDRAISING
CAMPAIGN FUNDRAISING
POLITICAL FUNDRAISING
WHY YOU?
WHY NOW?
WHAT’S IN IT FOR THEM?
• Political fundraising is charity
• Only the rich give• It’s rude to ask more
than once
FUNDRAISING
INFRASTRUCTURE
• Campaign Treasurer• Database/Spreadsheets
NGP QuickBooks Google Sheets or Excel
• Website that allows donations by credit card• Mailing Address• Stationary + Postage• Plan for Compliance • Capacity
FUNDRAISING TECHNIQUES•Call time•Face to face•Direct mail•Events•Digital: Social Media/Email
COMPARISONFace-to-Face: 50-70% response, very low cost, quick return, time intensive, for large donations
Call Time: 30-50% response, very low cost, quick return, less time intensive, for medium to large donations
Events: 15% response, low cost, slow return, very time intensive, for all donors
Online: 0.02% response, low cost, quick return, moderate time, for low dollar grassroots donors
CIRCLES OF
INFLUENCE
CIRCLES OF INFLUENCE: FINDING YOUR FUNDRAISERS
Let’s take a look at the worksheet in your folder
CANDIDATE PROSPECTUSShould Include:
• Picture of Candidate
•Map of District
•Historical Election Data
•Brief Why Me/Why Now
•How you will win
•Contact Information
Tailored to the recipient!
THE ELEMENTS OF THE “ASK”
IT’S YOUR TURN
1) Find a partner
2) Role play making the ask
•Donors: Create a person you think you might encounter on the trail. Be creative
•Candidates: Try to remember all of the elements of the ask.
THE MAGIC WORDS
PLEASE
JOIN ME
TOGETHER, WE . . . [ASK FOR A SPECIFIC AMOUNT]
[REMAIN SILENT]THANK YOU
WHAT’S NEXT?
Please join me in supporting strong women leaders running for office. Together, we will
generate better public policy in Texas for women and their families.
Will you contribute early and often to worthy candidates who share your values?
Thank you
ELEMENTS
OF THE
“ASK”
ESTABLISH RAPPORT
1
ESTABLISH RAPPORT
Engender the donor’s trust and let them know that their support matters
• “You were so helpful in my last campaign”• “Mayor Cook suggested I give you a call”• “We meet last year at the SEIU conference
in Washington, D.C.”• “How are Maria and the kids doing?”• “I’m connecting with people who share our
values, like you.”
1
CUSTOMIZE YOUR
MESSAGE
2
CUSTOMIZE YOUR MESSAGE
• Start where they are, not where you are• Remember, donors give because they
benefit and are connected to you. What’s in it for them?
• Explain in clear, specific and compelling terms the benefits of you being elected
• Remind them of what is at stake in terms of their key issues
2
PROVING YOU
CAN WIN
3
PROVING YOU CAN WIN
• Money raised to date• Endorsements from credible sources• Press clips• Voting statistics for your district• Polling Data
3
CREATE A VISUAL
4
CREATE A VISUAL
• Your $40 contribution provides one four our shift for our paid canvass
• $300 will help us contact 200 homes with a direct mailer
• With just $5 we can put one more sign up at the Elementary School to increase name ID
• For every dollar you donate to our campaign we can knock on three more doors
4
ASK FOR A
SPECIFIC AMOUNT
5
ASK FOR A SPECIFIC AMOUNT
• You are giving the donor helpful information
• Without the information, a donor almost certainly give you less
• Research donor history to know how much to ask for
• Aim high(er than what you think you might receive)
5
FINDING DONOR HISTORY
MAKE THE ASK
6
MAKING THE ASK
• “Can you contribute $250 to my campaign?”
• “Would you make an investment of $2,000 to elect me?”
• “I need $5,000 today to pay for a round of calls to voters. Would you invest that amount?”
• “Can you help me get to the finish line by making a $1,000 contribution today?”
6
ZIP IT AND LISTEN
7
ZIP IT UP AND LISTEN
Once you’ve asked for a SPECIFIC amount,
BE SILENT
Until the donor responds.
7
OVERCOMING OBJECTIONSThe 4 kinds of Nos and how to overcome them
No, Not right now. “Can I follow up with you next week?
No, Not that amount. “We need givers at every level, where do you see yourself fitting in?”
No, not you.“Your friend Carmen is my campaign treasurer, do you mind if I ask her to
give you a call?”
No, I’m not interested at all.“I understand. Thank you for your time. Do you know anyone else I should
contact about my campaign?”
ESTABLISH A CLEAR
PROCESS TO COLLECT
8
Establish a Clear Process to CollectMake arrangements to collect the contribution right then and there!
Send a link in an email or pick up the check that day
Make it easy for the donor!
8
SHOW APPRECIATION
9
SHOW APPRECIATION
Mail hand-signed thank you letters immediately, certainly within 3 to 5 days.
Our letter should be in your voice, be genuine and authentic, and express real gratitude.
And it should confirm the date and amount of the gift
9
RENEW SUPPORT
10
RENEW SUPPORT
• Once you’ve thanked each donor, look for opportunities to ask again for an additional gift
• Current donors are more likely to give again than a new donor is likely to start giving
• The new request should be for something new: “Now that we have accomplished X together, we can get to work on Y.”
10
GETTING READY
TO RUN
GETTING READY TO RUN
SO YOU’RE READY TO RUN, NOW WHAT?
GETTING READY TO RUN
So you’re ready to run, now what?
DECIDE WHICH OFFICE
TO RUN FOR & WHEN
UPCOMING OPPORTUNITIES2018 March Primary & November General Election
• Statewide Office
• State Legislature
• County Positions
2018 Nonpartisan November Elections
• El Paso City Council Representatives
• Canutillo, Clint, Fabens, and Tornillo ISD
2019 May Nonpartisan Election
• El Paso, Ysleta, Socorro ISD Elections
• El Paso Community College Board
CONDUCT A
PERSONAL AUDIT
CONDUCT A PERSONAL AUDIT
Review your financial, personal and public life• School• Military• Employment/business history• Investment portfolio• Social media posts• Social media posts for your immediate family members
Review everything!
GET YOUR
HOUSE IN ORDER
GET YOUR HOUSE IN ORDER• Have you voted regularly in elections?• Have there been any public reports about you or
your family?• Have you had conversations with your close
family and friends about your run?• Have you had an appropriate conversation with
your employer and made sure you can run and keep your job?
• If you are already an elected official, are you ready to stand by your record?
FILE A TREASURER
APPOINTMENT
FIND A TREASURER• What does a Treasurer do?
–Lends their name/credibility to the campaign
–Can help with financial filings but you as the candidate are ultimately responsible for the content
• Who should you ask?
–Usually someone of the opposite sex
–Prominent member of the community or politically active non controversial person
–Someone who is not currently a treasurer for a Texas or Federal PAC
–Someone who’s name helps you raise additional funds
FILE A TREASURER APPOINTMENT
File for an EIN with the IRS
File Treasurer Appointment with Texas Ethics
Commission or local authority
ESTABLISH
ADMINISTRATIVE DETAILS
ESTABLISH ADMINISTRATIVE DETAILS
• Read fundraising rules that apply to the office you are seeking
• Find reporting deadlines
• Open a bank account for your campaign
• Establish an address for your campaign
• Set up online donation system
• Set up systems to rack the money (NGP, QuickBooks, Spreadsheets)
• Set up systems to track information
• Optional – get a campaign phone number
FUNDRAISING TOOLS
INFORMATION COLLECTION TOOLSMore Power – Higher Cost Free/Low Cost
SET UP WEBSITE & SOCIAL MEDIA
ACCOUNTS
WEBSITE & SOCIAL MEDIA
• Purchase all website domains and as many iterations of them as possible
• Create a political page as a candidate on Facebook
• Create a Twitter and Instagram account• Create a website
SEARCH FOR
CREDIBLE CONSULTANTS
SEARCH FOR CREDIBLE CONSULTANTSNon-Retainer Consultants
Retainers or Salaried Support
• Mail Vendors• Democratic or Progressive
Organizations
• Paid Campaign Staff• General Consultants
WORK ON CREDIBLE
ENDORSEMENTS OF
YOUR CAMPAIGN
TYPES OF ENDORSEMENTS
• Organizational Endorsements
–Local
–Regional
–Statewide
–National
• Endorsements from local political community leaders
• Endorsements from key Elected Officials
• Neighborhood Association Endorsements
• Major Financial Donors
ORGANIZATIONAL ENDORSEMENTS
1) Make a list of organizations who endorse political candidates in the local region, state, and nationally
2) Understand the environment
3) Identify your best prospects
4) Research your prospects
5) Be prepared to answer questions from these organizations in the form of an in person interview or a questionnaire
OUTREACH TO CRITICAL SUPPORTERS
Legislative Campaigns City Council Candidates• AFL-CIO
• Central Labor Councils (CLCs)
• Planned Parenthood• Teachers Unions & Associated
PACs• Texas Organizing Project• Texas Trial Lawyers*
• CLCs• Texas Organizing Project
School Board Candidates
• CLCs• Teacher’s Unions• Texas Organizing Project
BALANCING FUNDRAISING & MEETINGS
• Fundraising is the single most important task in the beginning to bring attention to your race
•Money attracts money
•Only take meetings that:
–Raise money
–Secure endorsements
OVERALL ADVICE
REGARDING ENDORSEMENTS
1) Don’t feed the trolls2) Don’t waste time3) Ask for help4) Use as a learning opportunity5) When in doubt, call Annie’s List!
FILE FOR OFFICE
FILE FOR OFFICE
78 Days
Before the Election
QUESTIONS
AND
DEBRIEF
QUESTIONS? COMMENTS?
DEBRIEF
ARE YOU READY TO . . .
THANK YOU
