Developing a Campaign Plan for future.ppt

PIR campaign planning to esnure that one is preparred to deal

1. DEVELOPING A DEVELOPING A
CAMPAIGN PLANCAMPAIGN PLAN
Campaign Skills 101
The National Democratic Institute

2. INTRODUCTIONS/INTRODUCTIONS/
GROUND RULESGROUND RULES
•Introductions
•Ground Rules
•Ice Breaker
Photo: NDI

3. CAMPAIGN PLAN OBJECTIVESCAMPAIGN 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 TOPICSCAMPAIGN 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 TERMSKEY TERMS
•Constituency
•Message
•Voter contact
•Field plan
•Paid media
•Earned media
•Door-to-door/canvassing
•Get Out the Vote (GOTV)

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

7. WHAT IS A CAMPAIGN PLAN?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 = PROBLEMNO PLAN = PROBLEM
Photo: Michal Zacharzewski / RGBstock
Photo: www.pixabay.com
Photo: www.pixabay.com
Image: www.rgbstock.com

9. CHARACTERISTICS OF AN CHARACTERISTICS OF AN
EFFECTIVE PLANEFFECTIVE PLAN
•Written
•Flexible
•Understandable
•Includes the obvious
•Research-based
•Has clear goals and objectives

10. CAMPAIGN STEPSCAMPAIGN STEPS

11. RESEARCHRESEARCH
Knowledge is power!

•Electoral context
•Self research
•Opposition research
•Issue research

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

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

14. GOAL SETTINGGOAL 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 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 TARGETING VOTERS
Choosing the right target means aiming
for the middle
Firmly
Opposed
Soft
Opponent Undecided
True
Believer
Soft
Supporter
Target Audience

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

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

20. MESSAGE EXAMPLEMESSAGE 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. What we say about us
 
 
 
 
 
What we say about
them
What they say about
themselves
 
 
 
 
What they say about
us
 
 
EXERCISE: MESSAGE BOXEXERCISE: MESSAGE BOX

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

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

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

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

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

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

28. VOTER CONTACTVOTER 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 INDIRECT VS. DIRECT VOTER
CONTACTCONTACT
•Direct requires more
time and people
•Indirect requires more
money
Photo: Amy Hamelin, NDI

30. DIRECT VOTER CONTACTDIRECT VOTER CONTACT
Tactic Cost
Manpower
Needed
Time EfficiencyEffectiveness
Door-to-door 1 5 5 1 5
Small personal
events
1 4 4 2 4
Town meetings
and other events
1-3 3 3 3 3
Candidate “meet
and greets”
1 2 2 4 2
Distribution at
gathering places
1 3 2 3 3
Phone banks 3 5 4 3 3

31. INDIRECT VOTER CONTACTINDIRECT VOTER CONTACT
Tactic Cost
Manpower
Needed
TimeEfficiencyEffectiveness
Literature
distribution
3-5 1-3 1 4-5 1-2
TV, radio and
newspaper ads
5 1 2 5 1
Letters to
newspaper
1 1 1 4 2
TV, radio debates1 1-2 2 5 2-3
Big events 4-5 3 3 3 3-4
Posters and
billboards
2-3 1-3 2 2 1
Mail and e-mail2-1 1 1 3 1-2
Social media 1 1 1 3 2

32. VOTER CONTACT PLAN EXAMPLEVOTER CONTACT PLAN EXAMPLE
Method # VotersWhen Where Cost # Volunteers
Door to door
3,000  May
Weekend
Homes $500  50
Direct mail
6,000 AprilHomes $2,500 10 
TV ads
12,000 June
Evening
$5,000 3
Newspaper ads
10,000 June
Sunday
paper
$4,000  2
Small Events
1,000 May
Evenings 
Host’s
home
Covered
by host
 35
TOTAL
 32,000     $12,000 100

33. EXERCISE: VOTER CONTACT EXERCISE: VOTER CONTACT
PLANPLAN
Photo: Amy Hamelin, NDI

34. DELIVER AND PROTECTDELIVER AND PROTECT
•Get Out the Vote (GOTV)
•Poll watching
Photo: NDI

35. CAMPAIGN RESOURCESCAMPAIGN RESOURCES
•People
•Money
•Time
•Information
Photo and images: www.pixababy.com

36. CAMPAIGN TEAM QUESTIONSCAMPAIGN TEAM QUESTIONS
•What activities?
•What skills?
•What functions?
•Where can I find the right people?
•Who is responsible for what?

37. CAMPAIGN TEAM POSITIONSCAMPAIGN TEAM POSITIONS
•Manager
•Field organizer
•Communications officer
•Volunteer coordinator
•Fundraiser
•Press officer
Photo: Amy Hamelin, NDI

38. CAMPAIGN TEAM POSITIONSCAMPAIGN TEAM POSITIONS
•Researcher
•Technology officer
•New media officer
•Office manager
•Database manager

39. VOLUNTEER RECRUITMENT VOLUNTEER RECRUITMENT
AND MANAGEMENTAND MANAGEMENT
•Family and friends
•Local schools/universities
•Local civic/religious organizations

40. VOLUNTEER ASSIGNMENTSVOLUNTEER 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. BUDGETBUDGET
•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:BUDGETEXAMPLE:BUDGET
  Month 1Month 2Month 3Month 4Month 5
Office          
Phones/credit 400 300 400 8001000
Supplies (paper, pens) 100 100 100 200 300
Equipment rental 150 150 150 150 150
Printing          
Flyers/Leaflets 150  150 250 500
Paraphernalia       500 
Fundraising          
Events 1500  800 2001000
Meetings   200 200  500
Voter Contact          
Canvassing   250 250 5001000
GOTV         2000
Media          
Radio Ads         1000
Website 200 200 200 200 200
TOTAL EXPENSES 2500 1200 2250 2800 7650

43. EXERCISE: EXERCISE: DEVELOPING YOUR DEVELOPING YOUR
BUDGETBUDGET
Photo: NDI

44. FUNDRAISINGFUNDRAISING

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

46. EXAMPLE:FUNDRAISING PLANEXAMPLE:FUNDRAISING PLAN
REVENUE  Month 1Month 2Month 3Month 4 Month 5
Candidate
contributions 1000  1000  500
Political Party
contributions 5000    1550 
Donations 500 250 500 1000 2500
Fundraising events
income 2000  600 300 
           
TOTAL EXPENSES 2500 1200 2250 2800 7650
TOTAL INCOME 8500 250 2100 2550 3000
CASH FLOW 6000 -950 -150 -250 -4650
CASH-ON-HAND 6000 5050 4900 4650 0

47. TIMELINETIMELINE
• 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:TIMELINEEXAMPLE:TIMELINE
DATE ACTIVITY RESPONSIBLE RESOURCES
After
Election
Day
Finalize all tasks, pay
workers
-Appreciation party
Campaign Manager, Office
Manager, Finance Director
-Campaign Team
Money
-Venue, food, small
gifts
Election
Day
GOTV – door-to-door -Campaign Manager/Field
Director
-Database Manager
-Volunteer Coordinator
GOTV leaflet
Script for volunteers
Lists of target voters
Maps of areas
200 Volunteers
Observation at polls
and vote count
-Campaign Manager and
Field Director
-Volunteer Coordinator
Check list
50 Volunteers
Candidate Press
Events
-Campaign Manager and
Press Officer
-Candidate
Press packets
Election day speech
Election
Day
minus 1
Voter Contact Field Director and Volunteer
Coordinator
Persuasion leaflet
150 Volunteers
Candidate Visits to
community leaders
Candidate and Campaign
Manager
Small thank you gifts
for leaders
Candidate Press
Events
Candidate and Press Officer Press packets
Speech

49. EXERCISE: DEVELOPING YOUR EXERCISE: DEVELOPING YOUR
TIMELINETIMELINE
Photo: NDI

50. DATA AND LIST MANAGEMENTDATA 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

51. DATA AND LIST MANAGEMENTDATA AND LIST MANAGEMENT
•Full name
•Gender
•Age range/date
of birth
•Phone number(s)
•Mailing address
•Email
•Polling station
•Party affiliation
•Voting intention
•Voting history
•Donor history
•Volunteer history

52. CAMPAIGN PLAN REVIEWCAMPAIGN PLAN REVIEW
Photo: NDI
Steps
•Goal setting
•Voter targeting
•Research
•Message
•Voter contact
•Budget
•Fundraising
•Election day
Resources
•People
•Money
•Time
•Info