welcome.
Massachuse"s Republican Pa#ydartmouth, ma.
05.17.08
Basics of Writing Winning
Campaign Plans The Honorable Peter G. Torkildsen
Chairman, Massachusetts GOP
Massachuse"s Republican Pa#y
Your Plan•While each election is different, there are certain
basic components that all virtually all winning campaigns will have
• One of those is having a written, winning campaign plan
• The definition of a winning campaign plan is that it demonstrates how you or your candidate will get 50 % plus one of the votes cast
Massachuse"s Republican Pa#y
Basics of a Campaign Plan• Analysis of district, including past elections, and current year
• Analysis of you/ your candidate and any other candidates in the race
• Issues – why are you running? Public Policy Petitions
• Candidate scheduling plan
• Campaign staff (local races will all be volunteer staff)
• Field/ Volunteer Plan
• Press/ Internet Plan
• Voter ID and GOTV plan
• Budget – including WHEN you will spend $
• Finance Plan
Massachuse"s Republican Pa#y
Analysis of district, including past elections
• Use past similar elections to measure turnout, broken down by precinct
• For partisan elections, calculate a base vote/ swing vote analysis, to tell you which precincts to start your door knocking and other targeted efforts
• Find your most likely voters using voter vault or the record of who voted in town elections at your town or city hall
Massachuse"s Republican Pa#y
Analysis of district, including current environment
•Who is at the top of the ticket this year? Will John McCain carry your district?
• How will he do in your district, compared to past Republican nominees for President?
•Will the US Senate race have an effect in your district?
• Are there other races likely to have an effect?
Massachuse"s Republican Pa#y
Your vote
• To calculate 50% plus one of the votes, first you need to calculate the likely numbers of voters
•While turnout varies, turnout for off year elections will be smaller than elections for President (in 2008, expect higher than normal turnout this November)
• Turnout for special elections will normally be much less than regular elections
Massachuse"s Republican Pa#y
Why calculate?• Calculating a realistic estimate of the number of
voters likely to turnout will also help you estimate a realistic budget, especially for voter contact direct mail.
• It will also help you estimate how many doors your candidate needs to knock on, how many phone calls the campaign needs to make, how many lit drops pieces to order, and how many volunteers you will need to drop them
Massachuse"s Republican Pa#y
Who are your targeted voters?
• All Republicans plus past Republican primary voters (also makes a good fundraising prospect list)
• Anyone who signs your nomination papers (and you should get as many signatures as possible)
• Your contacts in community (Christmas card or similar list, members of groups you are actively involved in, etc.)
• Voters in Voter Vault who either 1. agree with you/ disagree with your opponent on a specific issue, or 2. are identified as likely to support Republicans via micro targetting
• Newly registered voters (Voter Vault will be updated in April – after that, you need to track newly registered voters!)
• Absentee voters
Massachuse"s Republican Pa#y
Analysis of you/your candidate and any other
candidates in the race• What are your (candidate’s) electoral strengths?
• Past vote getter?
• Community activist?
• Never run for office before? (This could be a strength this year, as people are getting angry at Beacon Hill and Capitol Hill)
• What are your (candidate’s) electoral weaknesses?
Massachuse"s Republican Pa#y
Analysis of you/ your candidate and any other candidates in the race
• Conduct an analysis of other candidates in the race
• Are you running against an incumbent?
• Where precincts are the incumbents strongest? Weakest?
• What are the electoral strengths and weaknesses?
• Against a non-incumbent:
• What are their electoral strengths and weaknesses?
• Where will this person get her votes from?
Massachuse"s Republican Pa#y
A candidate should only be doing three things
1. Asking for contributions
2. Asking for votes (also signatures, which can become votes)
3. Asking people to raise money and/ or volunteer
• In reality, candidates will also have family and employment considerations, and those must be reflected as well
• As a local candidate, plot how much time you will have for door to door, and other activities
Massachuse"s Republican Pa#y
Identifying and Using Campaign
Issues
Massachuse"s Republican Pa#y
IssuesIssues are important in every campaign
Sometimes, Issues will be “forced” on a candidate, for reasons that are outside of a candidate’s control
Response to 9/11
War in Iraq
Massachuse"s Republican Pa#y
Issues• This year, a general issue is that Beacon Hill is
broken, with a governor who wants to increase taxes on employers, people who eat meals outside their homes, and who knows who else.
• Governor Patrick ran on a campaign of property tax reform, but has done nothing to reduce property taxes
• Hold you Dem. Opponent accountable for Beacon Hill be broken
Massachuse"s Republican Pa#y
Identify Big 3 Issues• In general, all campaigns are about change, and
this year, that is especially true
•What are you going to do that is different than the incumbent? (What are you going to do that is different than the unpopular governor?)
• If you cannot tell people what you are going to do that is different, then they will tend to fall back to their traditional pattern of voting, which in Massachusetts is often for a Dem.
Massachuse"s Republican Pa#y
Identify 3 Big Issues•The reason you limit yourself to no more
than three big issues is because that is usually as many as you will be able to communicate on your budget, and still have people associate those issues with you/ your candidate
•You want three issues that will appeal to a wide cross section of your likely voters
Massachuse"s Republican Pa#y
CHANGE
•Change can be an issue in and of itself, but you will need to back it up with specifics
•People are generally upset with the status quo, as well an many of their incumbents, and you need to identify how the change you are running for is needed and practical for your community
Massachuse"s Republican Pa#y
Taxes• Taxes are usually a concern to a large number of voters,
especially voters who are open to voting for a Republican
• Massachusetts taxpayers currently pay the 4th Highest tax burden (combined federal, state, and local) in the country
• Property taxes in many communities in the past five years have gone up 40% or more in many communities
• If you are running against an incumbent, find out how they voted on either reducing the state tax burden directly, or supporting local aid, to reduce the property tax burden?
Massachuse"s Republican Pa#y
Local Aid• For the past 6 years, Democrats in the Legislature have
routinely blamed Republican Governors for local aid cuts. Find out how the incumbent voted.
• Most Democrats voted for the reduction in local aid, both as part of the local aid resolution voted early in the year, and in the budget – but they would never say so.
• Find out the incumbent’s record. If running for an open seat, and your opponent was endorsed by the incumbent, consider tying the incumbent’s vote to the person he is supporting
Massachuse"s Republican Pa#y
Tuition Benefits for Illegal Aliens
•This is an issue which concerns people of all socio-economic levels, and across party lines
• Important to make a distinction between people here legally, and here illegally
•Often time people see this as 1) a fairness issue, and 2) and economic issue
Massachuse"s Republican Pa#y
Education, Environment
• Education and Environment are two big issues. Don’t assume that just because Democrats champion liberal solutions means that people support liberal solutions.
• Many people who are concerned about education and the environment are looking for moderate and conservative solutions.
Massachuse"s Republican Pa#y
Be Ready to Answer Common Questions
Taxes (Property as well as Income)
Abortion/ Choice
2nd Amendment Rights
Marriage
As a candidate, you will be asked about many issues, and you should have an answer that you can give succinctly
Education
Environment
Purely local issues
Massachuse"s Republican Pa#y
Public Policy Petitions
•An excellent way to get your major issue before the voters is by collecting signatures for a public policy petition
•This question, which will be on the November ballot, asks, “Shall the Representative (Senator) from this district vote in favor of….”
Massachuse"s Republican Pa#y
Public Policy Petitions• Question can be about Jessica’s law, about ending
the diversion of lottery funds and returning those funds to local aid, or just about any public policy issue
• Petitions become available from the Sec. of the Commonwealth no later than April 22. – Due in local clerks offices for certification by July 9.
• You need 200 certified signatures for a state representative district, and 1200 certified signatures for a state senate district
Massachuse"s Republican Pa#y
Candidate scheduling plan
• For most state rep elections, a candidate with a well crafted and executed plan will be able to meet a large majority of the people likely to vote for her.
• To reach a majority of targeted voters requires a disciplined daily schedule of voter contact by the candidate, with written follow up to all voters, whether they were home or not
Massachuse"s Republican Pa#y
Candidate scheduling plan
• For door-to-door, if your candidate can knock on 40 doors in a two hour period, calculate the number of doors you can knock given how many hours you have available.
• In the town of Prescott, we have 3478 households that have produced at least one voter in a town election in the past three years.
•Will your candidate be able to knock on all these doors, or will she only be able to knock on some, and have volunteers knock on the rest?
Massachuse"s Republican Pa#y
Door Knocking
•Door Knocking to targeted doors will be essential to winning a local election
Massachuse"s Republican Pa#y
Candidate scheduling plan
•How much time will you (your candidate) spend raising money?
•On the phone?
•At House Parties (Which for local races are often voter contact and fundraising events combined)
•Other events?
Massachuse"s Republican Pa#y
Campaign staff
•Campaign “staff” for a local election will almost always be volunteer
•Even if you do not have formal titles, you need people responsible for the basic staff functions
•Every campaign needs a campaign manager who is NOT the candidate
Massachuse"s Republican Pa#y
Campaign staff – other functions:
• Press (many times a local candidate will do most of the functions of a press person, but try to have a volunteer do the basics like emailing press releases, etc.)
• Fundraising coordinator
• Volunteer coordinator
• Voter ID/ GOTV coordinator
• Plus others
Massachuse"s Republican Pa#y
Press/ Internet Plan★How will you use the press to reinforce your
message?
★Press releases
★Letters to the editor
★How will you use the internet (your web page, blogs, emails, You Tube, etc.) to reinforce your message? (Extremely important that the candidate not do this personally)
Massachuse"s Republican Pa#y
Voter ID and GOTV plan
•Voter ID and GOTV is essential to a winning campaign. If you spend the entire election cycle convincing voters to support your candidate, and then you do not ID them and get them to the polls, you have essentially wasted months of enormous effort
•More on this will be discussed later
Massachuse"s Republican Pa#y
Budget• After you have completed you campaign plan, you need to
calculate the cost of implementing it, and the corresponding time line (calendar) as to when you will need the money to implement it. This is your preliminary budget
• Estimate the cost of all your activities, and be as specific as possible when you can, especially when estimating printing, postage and advertising, which will consume the majority of your funds
• Your budget must include a calendar/ time line. When you need to spend (and raise) money is as important as how much you need.
Massachuse"s Republican Pa#y
Budget•For example, in the Town of Prescott, you
have identified 3458 households that you will contact. Your budget will need to include the cost of mailing 3458 homes for:
•An intro/ fundraising letter
•Voter contact pieces
Massachuse"s Republican Pa#y
Budget• If you are using volunteers to assemble your intro/
fundraising letter, you only need to budget for printing and postage.
• For your voter contact pieces, you only need to budget for printing for those pieces which will be delivered by the candidate/ volunteers
• For mailed pieces, obviously add postage
• Also budget for basics, such as bumper stickers, yard signs, phone banks, web page, etc.
Massachuse"s Republican Pa#y
Finance Plan
• Once you have calculated your preliminary budget, you then need to create a finance plan, that is how you will raise the money to pay for your campaign. This will be discussed in detail in the next session
• Once you have created a finance plan, you need to go back and ADD the cost of fundraising (invitations, events, etc.) to your original budget, and this will give your final budget
Massachuse"s Republican Pa#y
Conclusions• The benefits of starting your campaign with a
winning campaign plan are enormous
• During your campaign, the urgent will always interrupt the important
• By writing and following your campaign plan, you will not let your opponent, the media or anyone else sidetrack you from implementing your winning plan!
Massachuse"s Republican Pa#y
Massachuse"s Republican Pa#y
Raise Money
Lyndsay K. Jones
Finance Director
Finance Plan
Massachuse"s Republican Pa#y
Your financial plan should consist of four parts:
Finance Plan
Massachuse"s Republican Pa#y
Your financial plan should consist of four parts:
Finance Plan
Massachuse"s Republican Pa#y
Your financial plan should consist of four parts:
Summary – List fundraising programs
Finance Plan
Massachuse"s Republican Pa#y
Your financial plan should consist of four parts:
Summary – List fundraising programs
Finance Plan
Massachuse"s Republican Pa#y
Your financial plan should consist of four parts:
Summary – List fundraising programs
Narrative – a detailed description of each program
Finance Plan
Massachuse"s Republican Pa#y
Your financial plan should consist of four parts:
Summary – List fundraising programs
Narrative – a detailed description of each program
Finance Plan
Massachuse"s Republican Pa#y
Your financial plan should consist of four parts:
Summary – List fundraising programs
Narrative – a detailed description of each program
Calendar – event dates, literature drops and deadlines
Finance Plan
Massachuse"s Republican Pa#y
Your financial plan should consist of four parts:
Summary – List fundraising programs
Narrative – a detailed description of each program
Calendar – event dates, literature drops and deadlines
Finance Plan
Massachuse"s Republican Pa#y
Your financial plan should consist of four parts:
Summary – List fundraising programs
Narrative – a detailed description of each program
Calendar – event dates, literature drops and deadlines
Job Descriptions – should be written for each member of fundraising team
Finance Plan
Massachuse"s Republican Pa#y
Massachuse"s Republican Pa#y
Why People Give
Massachuse"s Republican Pa#y
Why People Give
Access - Challengers don’t have it
Massachuse"s Republican Pa#y
Why People Give
Access - Challengers don’t have it
Massachuse"s Republican Pa#y
Why People Give
Access - Challengers don’t have it
Ideology – Strong believers in conservative principles or fearful of liberal agenda
Massachuse"s Republican Pa#y
Why People Give
Access - Challengers don’t have it
Ideology – Strong believers in conservative principles or fearful of liberal agenda
Massachuse"s Republican Pa#y
Why People Give
Access - Challengers don’t have it
Ideology – Strong believers in conservative principles or fearful of liberal agenda
Peer Influence – People who know and like you
Massachuse"s Republican Pa#y
Massachuse"s Republican Pa#y
Donald Asks...
Massachuse"s Republican Pa#y
Donald Asks...
How will you raise money?
ASK!Sounds Easy, Right?
Try it.
Donald Answers...
Massachuse"s Republican Pa#y
Massachuse"s Republican Pa#y
Massachuse"s Republican Pa#y
Regardless of how the request is made, remember to convey three things to all donors:
Massachuse"s Republican Pa#y
Regardless of how the request is made, remember to convey three things to all donors:
Massachuse"s Republican Pa#y
Regardless of how the request is made, remember to convey three things to all donors:
Urgency: A donation is needed as soon as possible
Massachuse"s Republican Pa#y
Regardless of how the request is made, remember to convey three things to all donors:
Urgency: A donation is needed as soon as possible
Massachuse"s Republican Pa#y
Regardless of how the request is made, remember to convey three things to all donors:
Urgency: A donation is needed as soon as possible
Specificity: Outline how the Committee spends its money. It is important to demonstrate that the committee has its spending priorities in place
Massachuse"s Republican Pa#y
Regardless of how the request is made, remember to convey three things to all donors:
Urgency: A donation is needed as soon as possible
Specificity: Outline how the Committee spends its money. It is important to demonstrate that the committee has its spending priorities in place
Massachuse"s Republican Pa#y
Regardless of how the request is made, remember to convey three things to all donors:
Urgency: A donation is needed as soon as possible
Specificity: Outline how the Committee spends its money. It is important to demonstrate that the committee has its spending priorities in place
Electability: Tell them why you can win if you have the proper funding
Massachuse"s Republican Pa#y
Massachuse"s Republican Pa#y
Donor Groups One Size Does NOT Fit All
Massachuse"s Republican Pa#y
Donor Groups One Size Does NOT Fit All
Friends and Family
Massachuse"s Republican Pa#y
Donor Groups One Size Does NOT Fit All
Friends and Family
Massachuse"s Republican Pa#y
Donor Groups One Size Does NOT Fit All
Friends and Family
Ideologues Major Donors Direct Mail Donors
Massachuse"s Republican Pa#y
Donor Groups One Size Does NOT Fit All
Friends and Family
Ideologues Major Donors Direct Mail Donors
Clubs/Committees
Massachuse"s Republican Pa#y
Donor Groups One Size Does NOT Fit All
Friends and Family
Ideologues Major Donors Direct Mail Donors
Clubs/Committees
Massachuse"s Republican Pa#y
Donor Groups One Size Does NOT Fit All
Friends and Family
Ideologues Major Donors Direct Mail Donors
Clubs/Committees
PACs
Massachuse"s Republican Pa#y
Where Do I Find Potential Donors?
Friends and FamilyThe Rolodex Strategy:
Groups where you will have the most success: Family, colleagues and friends Business Associates Social Clubs Country Clubs Church Vendors (if applicable) College Alumni Lists
Massachuse"s Republican Pa#y
Massachuse"s Republican Pa#y
Where Do I Find Potential Donors?Ideologues
Massachuse"s Republican Pa#y
Where Do I Find Potential Donors?Ideologues
Previous donors to Republican candidates, PACs, and causes
Massachuse"s Republican Pa#y
Where Do I Find Potential Donors?Ideologues
Previous donors to Republican candidates, PACs, and causes Note: Committees can legally obtain lists of donors to Massachusetts
state candidates and committees at the Office of Campaign and Political Finance
Massachuse"s Republican Pa#y
Where Do I Find Potential Donors?Ideologues
Previous donors to Republican candidates, PACs, and causes Note: Committees can legally obtain lists of donors to Massachusetts
state candidates and committees at the Office of Campaign and Political Finance
www.state.ma.us/ocpf
Massachuse"s Republican Pa#y
Where Do I Find Potential Donors?Ideologues
Previous donors to Republican candidates, PACs, and causes Note: Committees can legally obtain lists of donors to Massachusetts
state candidates and committees at the Office of Campaign and Political Finance
www.state.ma.us/ocpf
Massachuse"s Republican Pa#y
Where Do I Find Potential Donors?Ideologues
Previous donors to Republican candidates, PACs, and causes Note: Committees can legally obtain lists of donors to Massachusetts
state candidates and committees at the Office of Campaign and Political Finance
www.state.ma.us/ocpf
Professional Organization Member lists (AMA, Chambers, NFIB, NRA)
Massachuse"s Republican Pa#y
Where Do I Find Potential Donors?Ideologues
Previous donors to Republican candidates, PACs, and causes Note: Committees can legally obtain lists of donors to Massachusetts
state candidates and committees at the Office of Campaign and Political Finance
www.state.ma.us/ocpf
Professional Organization Member lists (AMA, Chambers, NFIB, NRA)
Massachuse"s Republican Pa#y
Where Do I Find Potential Donors?Ideologues
Previous donors to Republican candidates, PACs, and causes Note: Committees can legally obtain lists of donors to Massachusetts
state candidates and committees at the Office of Campaign and Political Finance
www.state.ma.us/ocpf
Professional Organization Member lists (AMA, Chambers, NFIB, NRA)
Petition Signers (Tax Rollback, Marriage Amendment, Local Petitions)
Massachuse"s Republican Pa#y
Where Do I Find Potential Donors?Ideologues
Previous donors to Republican candidates, PACs, and causes Note: Committees can legally obtain lists of donors to Massachusetts
state candidates and committees at the Office of Campaign and Political Finance
www.state.ma.us/ocpf
Professional Organization Member lists (AMA, Chambers, NFIB, NRA)
Petition Signers (Tax Rollback, Marriage Amendment, Local Petitions)
Massachuse"s Republican Pa#y
Where Do I Find Potential Donors?Ideologues
Previous donors to Republican candidates, PACs, and causes Note: Committees can legally obtain lists of donors to Massachusetts
state candidates and committees at the Office of Campaign and Political Finance
www.state.ma.us/ocpf
Professional Organization Member lists (AMA, Chambers, NFIB, NRA)
Petition Signers (Tax Rollback, Marriage Amendment, Local Petitions)
VoterVault!
Massachuse"s Republican Pa#y
Major Donors
Important part of your effort to raise capital Recruited through personal solicitation of:
Town Committee Chairman Finance Chairman Local Republican elected officials
Massachuse"s Republican Pa#y
Major Donors Establish levels of club
membership:
Active Members $50 Silver Elephants $100 Golden Elephants $500 Diamond Elephants $1,000
Target individuals to be new major donors. Local business owners Major donors to Republican
candidates Current donors who could
move up to a higher level
Try to find some connection between a member of the Finance Committee and the prospective major donor
Set up a meeting where you outline the campaigns goals and plan for attaining them
Demonstrate the impact their contribution will make on the campaign’s political operations
Massachuse"s Republican Pa#y
Massachuse"s Republican Pa#y
Successful Solicitation of Major Donors:
Massachuse"s Republican Pa#y
Successful Solicitation of Major Donors: Sell Yourself!
Massachuse"s Republican Pa#y
Successful Solicitation of Major Donors: Sell Yourself!
Massachuse"s Republican Pa#y
Successful Solicitation of Major Donors: Sell Yourself!
Be optimistic, sincere and excited about the campaign
Massachuse"s Republican Pa#y
Successful Solicitation of Major Donors: Sell Yourself!
Be optimistic, sincere and excited about the campaign An investment in a better future based on his/her values &
ideals
Massachuse"s Republican Pa#y
Successful Solicitation of Major Donors: Sell Yourself!
Be optimistic, sincere and excited about the campaign An investment in a better future based on his/her values &
ideals Be Flexible. Close the deal when you sense the person is
ready
Massachuse"s Republican Pa#y
Successful Solicitation of Major Donors: Sell Yourself!
Be optimistic, sincere and excited about the campaign An investment in a better future based on his/her values &
ideals Be Flexible. Close the deal when you sense the person is
ready Look at the situation from the potential donor’s point of
view
Massachuse"s Republican Pa#y
Successful Solicitation of Major Donors: Sell Yourself!
Be optimistic, sincere and excited about the campaign An investment in a better future based on his/her values &
ideals Be Flexible. Close the deal when you sense the person is
ready Look at the situation from the potential donor’s point of
view Communicate on their level
Massachuse"s Republican Pa#y
Successful Solicitation of Major Donors: Sell Yourself!
Be optimistic, sincere and excited about the campaign An investment in a better future based on his/her values &
ideals Be Flexible. Close the deal when you sense the person is
ready Look at the situation from the potential donor’s point of
view Communicate on their level Tell them how the money will be used
Massachuse"s Republican Pa#y
Successful Solicitation of Major Donors: Sell Yourself!
Be optimistic, sincere and excited about the campaign An investment in a better future based on his/her values &
ideals Be Flexible. Close the deal when you sense the person is
ready Look at the situation from the potential donor’s point of
view Communicate on their level Tell them how the money will be used Ask for names of other people who might be interested in
involvement
Massachuse"s Republican Pa#y
Make these donors a part of your campaign
Keep them informed of your progress and activities
Solicit their input throughout the campaign
These donors can help you expand your rolodex network
Major Donors
Massachuse"s Republican Pa#y
Massachuse"s Republican Pa#y
Fundraising Letters
Massachuse"s Republican Pa#y
Fundraising Letters
Massachuse"s Republican Pa#y
Fundraising Letters Who Should be Mailed?
List of local active donors compiled by the Committee Acquired lists Registered Republicans in your community Targeted groups – use VoterVault for this
Massachuse"s Republican Pa#y
Fundraising Letters Who Should be Mailed?
List of local active donors compiled by the Committee Acquired lists Registered Republicans in your community Targeted groups – use VoterVault for this
Who Should Sign It? Candidate Local Republican elected official
Massachuse"s Republican Pa#y
Fundraising Letters Who Should be Mailed?
List of local active donors compiled by the Committee Acquired lists Registered Republicans in your community Targeted groups – use VoterVault for this
Who Should Sign It? Candidate Local Republican elected official
Content Why are you running? What is planned for the coming election cycle? Urgent PS:
Massachuse"s Republican Pa#y
Fundraising Letters Who Should be Mailed?
List of local active donors compiled by the Committee Acquired lists Registered Republicans in your community Targeted groups – use VoterVault for this
Who Should Sign It? Candidate Local Republican elected official
Content Why are you running? What is planned for the coming election cycle? Urgent PS:
Watch your spelling/grammar!
Massachuse"s Republican Pa#y
Events
Massachuse"s Republican Pa#y
Events Special events
Raise money Increase awareness Build excitement
Massachuse"s Republican Pa#y
Events Special events
Raise money Increase awareness Build excitement
Establish a realistic target figure to be raised (after expenses) and work backward from there.
Massachuse"s Republican Pa#y
Events Special events
Raise money Increase awareness Build excitement
Establish a realistic target figure to be raised (after expenses) and work backward from there.
Massachuse"s Republican Pa#y
Events Special events
Raise money Increase awareness Build excitement
Establish a realistic target figure to be raised (after expenses) and work backward from there.
Secure a speaker for your event
Massachuse"s Republican Pa#y
Events Special events
Raise money Increase awareness Build excitement
Establish a realistic target figure to be raised (after expenses) and work backward from there.
Secure a speaker for your event
Massachuse"s Republican Pa#y
Events Special events
Raise money Increase awareness Build excitement
Establish a realistic target figure to be raised (after expenses) and work backward from there.
Secure a speaker for your event
Where possible, look to utilize donated space and resources.
Massachuse"s Republican Pa#y
Groups and PACs
Solicit Donations From:
Town Committees
Like Minded Political Action Committees (PACS) i.e. NFIB, NRA, GOAL, CLT
Approach these groups as you would Major Donors
Massachuse"s Republican Pa#y
Over-sympathize with your prospect. Never begin with, “I know it’s a lot to ask, but…”
Leave without a firm commitment or a check in hand.
DO NOT:
Massachuse"s Republican Pa#y
Campaign Finance Rules
Massachuse"s Republican Pa#y
Campaign Finance Rules
The Massachusetts Office of Campaign & Political Finance (OCPF) is the body that regulates your committee’s financial activities.
Massachuse"s Republican Pa#y
Campaign Finance Rules
The Massachusetts Office of Campaign & Political Finance (OCPF) is the body that regulates your committee’s financial activities.
Massachuse"s Republican Pa#y
Campaign Finance Rules
The Massachusetts Office of Campaign & Political Finance (OCPF) is the body that regulates your committee’s financial activities.
They exist to assist Party committees, PACs, and candidates in adhering to the finance laws that the legislature enacts.
Massachuse"s Republican Pa#y
Campaign Finance Rules
The Massachusetts Office of Campaign & Political Finance (OCPF) is the body that regulates your committee’s financial activities.
They exist to assist Party committees, PACs, and candidates in adhering to the finance laws that the legislature enacts.
Massachuse"s Republican Pa#y
Campaign Finance Rules
The Massachusetts Office of Campaign & Political Finance (OCPF) is the body that regulates your committee’s financial activities.
They exist to assist Party committees, PACs, and candidates in adhering to the finance laws that the legislature enacts.
Resources are readily available for you to stay in compliance with campaign finance laws.
Massachuse"s Republican Pa#y
Campaign Finance Rules
The Massachusetts Office of Campaign & Political Finance (OCPF) is the body that regulates your committee’s financial activities.
They exist to assist Party committees, PACs, and candidates in adhering to the finance laws that the legislature enacts.
Resources are readily available for you to stay in compliance with campaign finance laws.
Massachuse"s Republican Pa#y
Campaign Finance Rules
The Massachusetts Office of Campaign & Political Finance (OCPF) is the body that regulates your committee’s financial activities.
They exist to assist Party committees, PACs, and candidates in adhering to the finance laws that the legislature enacts.
Resources are readily available for you to stay in compliance with campaign finance laws.
Visit their website at: www.state.ma.us/ocpf for more details.
Massachuse"s Republican Pa#y
Massachuse"s Republican Pa#y
Some Quick Points:
Massachuse"s Republican Pa#y
Some Quick Points: Government employees may neither solicit donations, nor
may their name ever appear on an invitation for a fundraising event - not even if donations are merely “suggested.”
Massachuse"s Republican Pa#y
Some Quick Points: Government employees may neither solicit donations, nor
may their name ever appear on an invitation for a fundraising event - not even if donations are merely “suggested.”
Massachuse"s Republican Pa#y
Some Quick Points: Government employees may neither solicit donations, nor
may their name ever appear on an invitation for a fundraising event - not even if donations are merely “suggested.”
A donor may contribute up to $500 to a local candidate committee
Massachuse"s Republican Pa#y
Some Quick Points: Government employees may neither solicit donations, nor
may their name ever appear on an invitation for a fundraising event - not even if donations are merely “suggested.”
A donor may contribute up to $500 to a local candidate committee
Massachuse"s Republican Pa#y
Some Quick Points: Government employees may neither solicit donations, nor
may their name ever appear on an invitation for a fundraising event - not even if donations are merely “suggested.”
A donor may contribute up to $500 to a local candidate committee
You must report the name and address of every contributor whose annual contributions are more then $50.
Massachuse"s Republican Pa#y
Some Quick Points: Government employees may neither solicit donations, nor
may their name ever appear on an invitation for a fundraising event - not even if donations are merely “suggested.”
A donor may contribute up to $500 to a local candidate committee
You must report the name and address of every contributor whose annual contributions are more then $50.
Massachuse"s Republican Pa#y
Some Quick Points: Government employees may neither solicit donations, nor
may their name ever appear on an invitation for a fundraising event - not even if donations are merely “suggested.”
A donor may contribute up to $500 to a local candidate committee
You must report the name and address of every contributor whose annual contributions are more then $50.
You must report the employer & occupation for every contributor whose annual contributions are more then $200.
Massachuse"s Republican Pa#y
Massachuse"s Republican Pa#y
Opposition ResearchBarney Keller
Communications Director
A Reporter With No Deadline
•You’ve got issues...and so does your opponent.
•Think of yourself as a reporter with no deadline. You want to know everything about your opponent.
• If you know your opponents record better than he does, then you have the advantage.
Massachuse"s Republican Pa#y
Massachuse"s Republican Pa#y
Opposition ResearchWebsites: www.Google.com
www.LexisNexis.com
www.OpenMass.org
www.mass.gov/legis
Opposition Research
•Key Words - What Are You Looking For
• “ quotes ” vs. no quotes
•Do a site search (DiMasi site:mass.gov)
Massachuse"s Republican Pa#y
Opposition Research
Massachuse"s Republican Pa#y
•LexisNexis.com
•Available in any Public Library
•X w/5 Y - Avoiding the “Middle Name” Trap
• Jim Smith vs. J! Smith vs. J! w/2 Smith
Massachuse"s Republican Pa#y
Opposition Research
Massachuse"s Republican Pa#y
Opposition Research
•www.OpenMass.org
•Simple way of seeing Sponsored Bills and Earmarks for that Legislator
Massachuse"s Republican Pa#y
Opposition Research
Massachuse"s Republican Pa#y
Opposition Research
•www.Mass.Gov/legis
•Allows you to see individual Roll Calls on votes.
•Roll Calls are Located in the House Journal
•Search Bill Histories at www.Mass.gov/legis/ltsform.htm
Massachuse"s Republican Pa#y
Opposition Research
✴Got Questions?
Call Barney Keller
(617) 523-5005 x245
Massachuse"s Republican Pa#y
Opposition Research
Barney Got Answers.
Volunteer Recruitment
Robert Willington, Executive Director
Massachuse"s Republican Pa#y
Build Your Army
Massachuse"s Republican Pa#y
Database Your Volunteers Eliminate Paper!
First - Last - Street - Town - State - Zip - Email - Home - Cell - Interest
V
Use Excel
Build Your Army
Massachuse"s Republican Pa#y
4/4 RepublicansN.M.T Volunteer ProspectsCoalition Groups (Guns, Life etc)
V 04 R’s/U’s GOP Primary06 R’s/U’s GOP PrimaryPersonal NetworkRepublican Activists
+Your Army
How Do You GoAfter These Prospects?
Build Your Army★phones.
★auto calls (push 1 to volunteer)
★doors.
★mail.
★email.
Massachuse"s Republican Pa#y
VWhat do you say
to them?
Build Your Army
Massachuse"s Republican Pa#y
V★ Candidate Smith Social
★ Campaign “Strategy Session”
Make Friends First Before Going Into Battle.
Build Your Army“Thank You.”
Smile.Food.
/KEEP
Fun.Access.
V
Massachuse"s Republican Pa#y
Build Your Army
VMeet Mike
Mike wants to volunteer.
What do you do?
Massachuse"s Republican Pa#y
Voter ID
Rob Willington
Executive Director
Massachuse"s Republican Pa#yMassachuse"s Republican Pa#y
V o t e r I . D .
All Voters Are People
Not All People Are Voters.
Massachuse"s Republican Pa#y
Simple, but campaigns TOO OFTEN
ignore this principle.
Massachuse"s Republican Pa#y
How Many North Signs?
Answer.
“ T i m e s O f T h e S i g n s ” a r e o v e r% of people driving by are not old enough to vote.
% of people driving by are not registered to vote.
% of people driving by are not citizens and thus can’t vote.
% of people driving by are registered but never vote.
% of voters driving by live in a neighboring district.
% of voters are already committed for/against you.
% of voters drove by and could not read the signs.
% of voters in YOUR election, that are undecided, read your sign.
How many “beeps” and “thumbs-ups” do you misinterpret as the last point?
2 w a y s t o c a m p a i g nHand out campaign flyers, newspaper advertisements, cable
tv ads, billboards, shake hands at the supermarket.
Election Day - pop the champagne, turn on the news, cross your fingers and hope for the best.
This is the WRONG way.
PUSHING INFO ONTO VOTERS
Massachuse"s Republican Pa#y
Most Popular!!
! “Hope” It Worked!!!!
2 w a y s t o c a m p a i g nDetermine Number of Votes To Win (based on previous elections)
Find Those Voters – Locate those that support your candidate, through door knocks, phone calls.
Tag each supporters as “Pro 08 GOP State Rep Cand” in VV.
Remind YOUR Voters to Vote 4 days before Election Day.
This is the RIGHT way.
There is no finger crossing or “hoping” it’s HARD work.
PULLING INFO FROM VOTERS
Hard Work!
V o t e r I . D .
“To Identify A Voter Is To Know The Preference(s) Of A Voter”
Know Thy Voter
Massachuse"s Republican Pa#y
V o t e r I . D .
70% of Massachuetts Voters Believe
Child Custody Cases-Too Strict on Fathers
2nd Question?
Massachuse"s Republican Pa#y
V o t e r I . D .
Misc. Issues vs Voting Issues
What incites MOVEMENT in a particular voter?
There are Issues, and then there are VOTING issues.
Massachuse"s Republican Pa#y
V o t e r I . D .๏Identify VOTING issues, not just any
miscellaneous opinion.
Massachuse"s Republican Pa#y
By Issue:EducationHigh TaxesEnvironmentAnti GamblingGunsSpending
V o t e r I . D .
Massachuse"s Republican Pa#y
EducationHigh TaxesEnvironmentSpending
Mary Sullivan - Unenrolled
22 Green Street
Lee, MA
By Issue
V o t e r I . D . By Candidate
Massachuse"s Republican Pa#y
Tom Smith - Unenrolled
323 Blue Street
Weymouth, MA
Pro Giftos Und Giftos Anti Giftos
V o t e r I . D . By Issue
Massachuse"s Republican Pa#y
Top Issue Spending - 3,295
Top Issue Environment - 2,394
Top Issue Taxes - 4,823
Top Issue 2nd Amendment - 1,293
Top Issue Pro Life - 1,934
Top Issue Eduation 4,395
Undecided 2,593
Undecided 943
Undecided 2,194
Undecided 932
Undecided 1,283
Undecided 2,194
V o t e r I . D .
PhonesDoor KnockingPaper PetitionsCoalition Lists
Massachuse"s Republican Pa#y
V o t e r I . D . v i a p h o n eHi, this is Rob from the Smith Campaign calling with a few quick questions?
1) What is the most important issue to you?
2) Do you support Smith for State Representative?
Yes No Und
3) Would you like an absentee ballot?
4) Would you like a yard sign?
Massachuse"s Republican Pa#y
V o t e r I . D . v i a D o o r
“Hi, I’m a volunteer for the Smith Campaign and I just wanted to give you his brochure. As a voter, what is on your mind?
Have you made up your mind in this election?”
Note Clues: NRA Sticker, Military, Private School, Old Glory, Bumper Stickers etc.
Massachuse"s Republican Pa#y
V o t e r I . D . v i a E v e n t sRaffle a gift certificate to the 99 restaurant.
Name: Phone: Email:Address:
Do you generally lean Republican or Democrat?
What issue do you care about THE most?
Massachuse"s Republican Pa#y
V o t e r I . D . v i a E v e n t s c o n t . . .
Tell Beacon Hill What YOU Think!
Name: Phone: Email:
Address:
The MOST important issue facing Massachusetts IS....
Massachuse"s Republican Pa#y
Health Care Spending Gun Rights Taxes Environment Crime Education
V o t e r I . D .
Top Issue Education + Und Giftos = 3,921
Top Issue Taxes + Und Giftos = 5,239
Social Conservatives + Und Giftos = 2,831
Massachuse"s Republican Pa#y
V o t e r I . D .
Questions?
Massachuse"s Republican Pa#y
GOTV
Massachuse"s Republican Pa#y
12,892 Pro VotersCandidate Perry has found:
3 Days LeftX 4 Days Left
G . O . T . V .
GOTV is NOT:
Mass Voter Contact
One Contact Only
One Day Only
GOTV IS:
Targeted
Direct/Personal
Multiple Contacts
Several Days
Massachuse"s Republican Pa#y
G . O . T . V .
Massachuse"s Republican Pa#y
•Knock In Targeted Precincts
•Election Day - Poll Checkers equipped with list of 12,892 from 7AM to 1PM.
•1PM List Sent To Phone Bank To Call Those That Have Yet To Vote.
• Candidate Smith Needs 11,000 votes for State Rep.
• Candidate Smith Found 12,892 Pro Voters.
• 12,892 Voters is 9,000 House Holds.
G . O . T . V .
Voter ID - Finds Your Pro Voters!
GOTV - Pulls Them Out To Vote!
On Election Day: Poll Checkers Equipped With Pro List.
Phone Bankers Calling Those That DID NOT Vote.
Sign Holders? - last priority.
Massachuse"s Republican Pa#y
G . O . T . V .
•Volunteer Intensive - Door Knockers, Phone Bankers.
•Preparation - Poll Checking Lists, Phone Bank Locations.
•72 Hours is now 96 Hours.
Summary
Massachuse"s Republican Pa#y
who will get bombarded?4/4 1,493
3/4 2,101
2/4 4,953
1/4 2,458
0/4 853Massachuse"s Republican Pa#y
All Pro’s4 Days Left!
2004 Ohio: GOTV to whom
Massachuse"s Republican Pa#y
95%
31%
78%
96%
39%
85%
94%
72%
24%
0%
20%
40%
60%
80%
100%
120%
High Propensity M id Propensity Low Propensity
Ohio 2004 Turnout By Volunteer Phone Contact
Four CallsEight CallsZero Calls
+2%+18%
+62%
Did the amount of volunteer contacts effect outcome?
Massachuse"s Republican Pa#y
GOTV: To WhomOH-Statewide, 2006*
GOP Loss, Universe Size 2,862,954; 36 % of State
Turnout By Propensity & GOTV Selection
19%
82%
49%52%
84%
53%
29%
68%
17%
47%
81%
42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Total Turnout High Propensity (1,682,002voters; 59% of Universe)
M id Propensity (857,825Voters; 30% of Universe)
Low Propensity (323,127Voters; 11% of Universe)
Modeled Propensity
Turn
out
TotalGOTVNo-Contact
+3%
+42,325 +54,179 +37,641
+14%
+67%
LogisticsRobert Willington
Massachuse"s Republican Pa#y
Pay Attention
L o g i s t i c s“Amateurs study strategy, experts study logistics.”
-Napoleon Bonaparte
“the planning, implementation, and coordination of the details of a business or other operation.”
Massachuse"s Republican Pa#y
L o g i s t i c s
Cell Phones - use free minutes on weekends!
Phone Bank Locations?
✓Real Estate Offices
✓Law Offices
✓Travel Agencies
Massachuse"s Republican Pa#y
L o g i s t i c s
Phone Bankers - Who Are They?
✓Candidates personal network
✓Republican activists.
Massachuse"s Republican Pa#y
L o g i s t i c sScripts?
What does it say?
What data do you want?
Used Voter Vault?
Stop Calling Time Policy?
Who creates/prints scripts?
Massachuse"s Republican Pa#y
L o g i s t i c sGOAL: campaign needs 10,000 Positive ID’s.
AVG. 3/10 calls are complete 1/10 calls are positive
100,000 Raw Calls Must Be Made
100 Phone Banks
1,000 calls per phone bank.
10 People make 100 calls per volunteer per shift.
Massachuse"s Republican Pa#y
L o g i s t i c sTraining? - don’t assume people know what a
“phone bank” is.
Do your volunteers know how to call?
Few volunteers LOVE to make calls so make it less painful.
Compete - most phone calls wins ipod shuffle.
Make It Fun, but minimize chatter.
Massachuse"s Republican Pa#y
L o g i s t i c s
What to do with phone completed scripts?
Who inputs it into VoterVault?
When is it put into Voter Vault?
Massachuse"s Republican Pa#y
L o g i s t i c sDoor To Door
Maps & Walking List? Voter Vault?
Clipboards? Cell?
Apparel/Identifier? Vehicles/Local Drivers?
Proper Apparel - rain jackets?
Sneakers or Dress Shoes?Analysis - how many doors knocked?
Number of Complete ID’s?
Massachuse"s Republican Pa#y
L o g i s t i c s
EVENTS
Define Your Goals. Do you want to
Register Voters?Voter ID?
Massachuse"s Republican Pa#y
L o g i s t i c sEVENTS
Register Voters
NEED A SCREEN QUESTION: “Do You Support Bush’s War On Terrorism? Do you lean Republican or Democrat?
Are you a registered to vote AT YOUR CURRENT RESIDENCE?
Who got the Registration Cards? Where did they get them?Who is returning them and when?
Massachuse"s Republican Pa#y
L o g i s t i c s EVENTS
Voter IDVolunteers - NOT behind a table. Actively approaching
people.
What is the opening pitch? Each Volunteer should have at least 2 clipboards.
CONSIDER event - Religious event, Gun Show, Town Day, etc...
What are the individual volunteer goals at the event?
Massachuse"s Republican Pa#y
L o g i s t i c s
•How large? Determine number of vols needed.
• Is it Legal?
•Entrances/Exits?
•Portable Bathrooms?
•Food Lines?
EVENTS
•Who Drives?
•Pay for Parking?
•Start Time? Early
•Consider Draw & your district
Massachuse"s Republican Pa#y
L o g i s t i c s
•When were volunteers trained for Event?
•Do they understand purpose and know terrain?
•Volunteers understand candidates positions?
• Is Volunteer well presented? Wearing a yankees hat? Wearing tie/jacket with dress shoes in 90 degrees?
•Do Volunteers need food and drinks?
Massachuse"s Republican Pa#y
L o g i s t i c sExpect PROBLEMS
Complications should not surprise you but being ill prepared for them SHOULD surprise you.
Formulate Emergency Process: Cell Phone Numbers for Staff and Volunteers should be distributed.
EVERYTHING you use should have backups.
Vehicles, Volunteers, Phone Bank Locations, Materials etc.
Massachuse"s Republican Pa#y
L o g i s t i c s
Organized Chaos - minimize chaos and maximize organized.
You don’t need to be Karl Rove.
You need TIME and DISCIPLINE to work on the DETAILS.
Massachuse"s Republican Pa#y
V o t e r V a u l t
Developed by the RNC
Free!
No Longer Have To Go To Town Halls for Data.
Can Add/Extract Valuable Data.
Massachuse"s Republican Pa#y
X Costs Data
V o t e r V a u l tBegins with basic data - R’s, U’s, D’s and how often they vote: 0,1,2,3,4.
Gives You Ability To Add VALUE to Data to use for current and FUTURE elections.
Yard Sign Location
Snowmobile OwnerGun Owner
Top Issue TaxesTop Issue Environment
Pro 2004 St. Rep. Candidate
Over 90 Affiliations To Use!
Social Conservative
Marriage Signers
Massachuse"s Republican Pa#y