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DEVELOPING A CAMPAIGN PLAN Campaign Skills 101

Learn the essential elements of a campaign plan, from goal setting to budgeting and more. Stay organized and proactive to achieve success.

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DEVELOPING A CAMPAIGN PLAN Campaign Skills 101

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  1. DEVELOPING A CAMPAIGN PLANCampaign Skills 101 The National Democratic Institute

  2. Introductions/Ground rules • Introductions • Ground Rules • Ice Breaker Photo: NDI

  3. Campaign plan Objectives • To become familiar with the main elements of a campaign plan • To practice using tools to identify and manage campaign resources

  4. CAMPAIGN PLAN Topics • Campaign Steps • Goal setting • Voter targeting • Research • Message • Voter contact • Budget • Fundraising • Election day • Campaign Resources • People • Money • Time • Info Image: www.pixabay.com Image: www.pixabay.com

  5. Key Terms • Constituency • Message • Voter contact • Field plan • Paid media • Earned media • Door-to-door/canvassing • Get Out the Vote (GOTV)

  6. Congratulations! You decided to run! Now what? Photo: NDI

  7. What is a Campaign plan? • Roadmap that outlines what you are going to achieve, when, how and with what resources • Management tool • Measures progress • Keeps you organized, proactive, focused and on track

  8. No plan = Problem Photo: www.pixabay.com Photo: Michal Zacharzewski / RGBstock Image: www.rgbstock.com Photo: www.pixabay.com

  9. Characteristics of an Effective plan • Written • Flexible • Understandable • Includes the obvious • Research-based • Has clear goals and objectives

  10. Campaign Steps

  11. RESEARCH Knowledge is power! • Electoral context • Self research • Opposition research • Issue research

  12. RESEARCH: ELECTORAL CONTEXT • Election system/rules • District characteristics • Voter characteristics • Past elections • Main factors affecting election Image: www.rfairfaxdemocrats.org

  13. OPPOSITION RESEARCH • Identify viable opponents • Research • Personal and professional background • Previous statements/positions • Resources and support base • Weaknesses AND strengths

  14. Goal Setting • Goal is usually to win election • How many votes do you need? • Example: Majoritarian • 100,000 eligible voters • 60,000 likely to vote • Need 30,001 votes

  15. TARGETING VOTERS • Can’t please everyone • Don’t need 100% of voters • Maximize time and resources • Focus on “persuadables” not strong supporters or opponents

  16. TARGETING VOTERS Choosing the right target meansaiming for the middle Target Audience Voter Spectrum Firmly Opposed Soft Opponent Undecided Soft Supporter True Believer

  17. EXERCISE: VOTER TARGETING 800,000 citizens and 500,000 eligible voters 50,000 70% 60,000 RURAL 5,000 300,000 30% 55,000 30,000 URBAN

  18. MESSAGE • Single idea/theme • Your values • What you repeat over and over • What you want people to remember • How you connect with and persuade voters Why am I asking for your support?

  19. CHARACTERISTICS OF AN EFFECTIVE MESSAGE • Clear and concise • Compelling • Contrasting • Connected • Consistently delivered • Credible • Clear

  20. MESSAGE EXAMPLE “It’s time for a change: time to support our schools, time to address government corruption, time to bring jobs back to our town. As a teacher and community activist, I want to lead that change.”

  21. EXERCISE: MESSAGE BOX

  22. MESSENGERS • Use real, relatable people • Use credible people • Trustworthiness and sincerity are key

  23. DETERMING ISSUE IMPORTANCE AND POSITION • Tying issues to your message • Example: Clinton: “Change or more of the same?” Photo: AP

  24. EXERCISE: DETERMINING ISSUE IMPORTANCE AND POSITION • Issue selection • How important is the issue? • Who has the better position?

  25. GETTING THE MESSAGE OUT • Media • Print • Electronic • Social • Voter Contact Photo: Susan Markham, NDI

  26. TRADITIONAL MEDIA Print • Newspapers • Magazines • Electronic • Television • Radio Photo: Sanja Gjenero for rgbstock.com Photo: A. Elwallani, NDI

  27. COMMON SOCIAL MEDIA SITES • Facebook • Twitter • YouTube • Personal/organization website

  28. Voter contact • Getting your message out • Strategic and organized • Many delivery methods • Choose most convenient methods to target voters • Use resources wisely and efficiently

  29. Indirect vs. Direct Voter contact • Direct requires more time and people • Indirect requires more money Photo: Amy Hamelin, NDI

  30. Direct Voter contact

  31. inDirect Voter contact

  32. Voter contact Plan example

  33. EXERCISE: Voter contact Plan Photo: Amy Hamelin, NDI

  34. Deliver and Protect • Get Out the Vote (GOTV) • Poll watching Photo: NDI

  35. Campaign Resources • People • Money • Time • Information Photo and images: www.pixababy.com

  36. Campaign team Questions • What activities? • What skills? • What functions? • Where can I find the right people? • Who is responsible for what?

  37. Campaign team Positions • Manager • Field organizer • Communications officer • Volunteer coordinator • Fundraiser • Press officer Photo: Amy Hamelin, NDI

  38. Campaign team Positions • Researcher • Technology officer • New media officer • Office manager • Database manager

  39. Volunteer Recruitment and Management • Family and friends • Local schools/universities • Local civic/religious organizations

  40. Volunteer Assignments • Phone banks • Door to door • Internet research • Mailings or leaflet drops • Event organizing • Data entry • Press clips • Thank you letters and other correspondence

  41. budget • Anticipate costs and timing • Manage expenditures and revenues • Research costs • Track cash flow • Ensures no money left on Election Day and no debt

  42. EXAMPLE:BUDGET

  43. EXERCISE: DEVELOPING YOUR BUDGET Photo: NDI

  44. Fundraising Time Viability

  45. Fundraising • Who can give, when, how often, and how much? • Other fundraising tools such as events • In-kind contributions • Say thank you

  46. EXAMPLE:FUNDRAISING PLAN

  47. Timeline • Start from election day and work backwards • Refer to campaign plan • What needs to happen? • By when? • By whom? • With what resources? • Include key dates and deadlines

  48. EXAMPLE:TIMELINE

  49. EXERCISE: DEVELOPING YOUR TIMELINE Photo: NDI

  50. DATA AND LIST MANAGEMENT • Lists of: • Supporters • Potential donors • Volunteers • Press contacts • Persuadable voter • Opinion leaders • Sources of information: • Official voter list • Candidate contacts • Supporter’s contacts • Party lists

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