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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

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

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

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?

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

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

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

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?

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?

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

Identifying and Using Campaign

Issues

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

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

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.

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

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

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?

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

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

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.

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

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….”

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

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

• 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?

Door Knocking

•Door Knocking to targeted doors will be essential to winning a local election

•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?

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

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

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)

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

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.

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

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.

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

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!

Raise Money

Lyndsay K. Jones

Finance Director

Finance Plan

Your financial plan should consist of four parts:

Finance Plan

Summary – List fundraising programs

Finance Plan

Narrative – a detailed description of each program

Finance Plan

Calendar – event dates, literature drops and deadlines

Finance Plan

Job Descriptions – should be written for each member of fundraising team

Finance Plan

Why People Give

Access - Challengers don’t have it

Why People Give

Ideology – Strong believers in conservative principles or fearful of liberal agenda

Why People Give

Peer Influence – People who know and like you

Donald Asks...

How will you raise money?

ASK!Sounds Easy, Right?

Try it.

Donald Answers...

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

Donor Groups One Size Does NOT Fit All

Friends and Family

Ideologues Major Donors Direct Mail Donors

Friends and Family

Clubs/Committees

Friends and Family

Clubs/Committees

Friends and Family

Clubs/Committees

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

Where Do I Find Potential Donors?Ideologues

Previous donors to Republican candidates, PACs, and causes

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!

Major Donors

Important part of your effort to raise capital Recruited through personal solicitation of:

Town Committee Chairman Finance Chairman Local Republican elected officials

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

Successful Solicitation of Major Donors:

Successful Solicitation of Major Donors: Sell Yourself!

Be optimistic, sincere and excited about the campaign

Be optimistic, sincere and excited about the campaign An investment in a better future based on his/her values &

ideals

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

view Communicate on their level Tell them how the money will be used

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

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

Fundraising Letters

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!

Events

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.

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

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:

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.

Some Quick Points:

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.

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.

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)

Opposition Research

•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

Opposition Research

•www.OpenMass.org

•Simple way of seeing Sponsored Bills and Earmarks for that Legislator

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

Opposition Research

✴Got Questions?

Call Barney Keller

(617) 523-5005 x245

Opposition Research

Barney Got Answers.

Volunteer Recruitment

Robert Willington, Executive Director

Build Your Army

Database Your Volunteers Eliminate Paper!

First - Last - Street - Town - State - Zip - Email - Home - Cell - Interest

Use Excel

Build Your Army

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.

VWhat do you say

to them?

Build Your Army

V★ Candidate Smith Social

★ Campaign “Strategy Session”

Make Friends First Before Going Into Battle.

Build Your Army“Thank You.”

Smile.Food.

Fun.Access.

Build Your Army

VMeet Mike

Mike wants to volunteer.

What do you do?

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.

Simple, but campaigns TOO OFTEN

ignore this principle.

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

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