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I canít e-mail my love. I canít fax you my heart. I canít see your face in cyberspace. I donít know where to start.
In the first edition of Winning Big in Small Budget Campaigns, which was first published in 1997, we dedicated just a few pages to an increasingly important campaign medium. In fact, we didnít even include it under the media chapter, but relegated it to the leadoff item unde
The other 99% percent
Presidential candidates, most notably the Dean campaign in 2004 and McCain campaign in 2000, tend to dominate discussions of online campaigning. While Presidential campaigns are often using some of the most exciting technology, these discussions miss the vast majority of online campaigns Ė those on the Congressional, state and local levels.
Exempting Gubernatorial, Presidential and a few other highly publicized races, most campaigns do not benefit from the free media that drives donors, volunteers and voters to their websites.
In most elections, incumbents have enormous advantages over challengers. Not only have they won election in the district before, and thus possess greater name ID, but they also have at their disposal all of the trappings of elected office: free mail to constituents, news coverage, patronage and increased fundraising ability.
Despite all of these advantages, though, woe to any elected official who is seen as losing touch with the district. This warning applies not only to Congressmen, who can go to Washington and seem
At its core, voter contact isn't complicated. You need to make phone calls. You need to send mail. You and your volunteers need to get out into the street and knock on doors. To do all this right, you need two things: good data and the tools to use it.
A lot of campaign get their data straight from the local registrar. This data is cheap, but it's also unreliable. The local agencies don't usually have the funds to regularly purge the voter rolls to make sure they are fresh and up-to-date. This means that you could be wasting time and money trying to get in touch with voters w
Picture your volunteer walking through a neighborhood in your district. He's going door-to-door for you, telling people about your campaign, trying to turn them into supporters. Are you preparing that volunteer to get the job done? Does he know anything about the people who live in that next house or is he just knocking on the door and hoping for the best?
Now picture him with a simple clip board, on it are only the addresses of registered voters you want to target. He's coming to 24 Maple Street and knows that Janet Smith lives here. He knows she's 53 and isn't registered to
At its essence successful public relations is all about story telling -- and every campaign or non-profit, no matter who they may be, has a great story to tell. It may take a while to identify and massage your campaignís story and it may also take some practice to refine delivering the messages and preparing for questions, but once youíve settled on the dimensions of your story and who is best equipped to tell it, then it becomes very important to determine which audiences and supporters you need to influence who needs to hear and understand your story.