The campaign manager : running and winning local elections

Title:

Author:

Shaw, Catherine M. (Catherine Marie), 1955- author.

Summary:

"Successful campaign manager and three-time mayor of Ashland, Oregon, Catherine Shaw presents a clear and concise, must-have handbook for navigating local campaigns. This handbook gives political novices and veterans alike a comprehensive and detailed plan for organizing, funding, publicizing, and winning local political campaigns. Finding the right message and targeting the right voters are clearly explained through specific examples, anecdotes, and illustrations. Shaw also provides in-depth information on assembling campaign teams, precinct analysis, canvassing, and dealing with the media. The Campaign Manager is an encouraging, lucid presentation of how to win elections at the local level. Updates to the fifth edition include an entirely new chapter on social media and its influence on campaigning, new coverage on how to put together a campaign plan, and a new appendix on how to campaign on a budget"-- Provided by publisher.

Edition:

Fifth edition.

Physical Description:

xviii, 421 pages : illustrations ; 23 cm

Subject Term:

Local elections -- United States -- Handbooks, manuals, etc.

Campaign management -- United States -- Handbooks, manuals, etc.

Publisher:

Westview Press,

Publication Date:

2014

ISBN:

9780813348636

Publication Information:

Boulder, CO : Westview Press, [2014]

Call Number:

324.7 SHAW

Holds: Copies:

Available:*

Item Barcode	Collection	Call Number	Status	Item Holds
33607002827197	Adult Nonfiction	324.7 SHAW	Searching... Unknown	Searching... Unavailable

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Summary

Successful campaign manager and three-time mayor of Ashland, Oregon, Catherine Shaw presents a clear and concise, must-have handbook for navigating local campaigns. This handbook gives political novices and veterans alike a comprehensive and detailed plan for organizing, funding, publicizing, and winning local political campaigns. Finding the right message and targeting the right voters are clearly explained through specific examples, anecdotes, and illustrations. Shaw also provides in-depth information on assembling campaign teams, precinct analysis, canvassing, and dealing with the media. The Campaign Manager is an encouraging, lucid presentation of how to win elections at the local level.

Updates to the fifth edition include an entirely new chapter on social media and its influence on campaigning, new coverage on how to put together a campaign plan, and a new appendix on how to campaign on a budget.

Author Notes

Catherine Shaw served twelve years (three terms) as mayor of Ashland, Oregon, and four years as a member chief of staff in the Oregon legislature. She has over two decades of campaign management experience, and has taught campaign courses at Yale, the University of California, and Southern Oregon University.

Reviews (1)

Library Journal Review

Getting your name on the ballot may be the easiest part of running for office. Shaw, the former mayor of Ashland, OR, and a political consultant, has created a handbook to walk candidates for local elections through all the steps of running a campaign. This revised and updated edition (the previous edition was in 2009) covers every phase of the process, for example, conducting initial precinct analysis, structuring the campaign organization, and creating the various forms of campaign materials. It is illustrated with helpful examples such as sample brochures and lawn signs, including clear instructions on how to install the signs. Shaw covers modern social media strategies, providing tips for the use of Twitter, Facebook, and YouTube, and touches on newer platforms such as Pinterest and Instagram. Direct mail and traditional media are also discussed. She outlines helpful strategies for preparing for negative questions about your campaign, for instance, working with your campaign committee to identify your weaknesses, vulnerabilities, and "fatal flaws" and then practicing appropriate responses. The attractively designed guide contains many entertaining quotes. VERDICT Anyone running for a local elected office will find this title a valuable resource for organizing and running a campaign.-Judy Solberg, Seattle Univ. Lib. (c) Copyright 2013. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.

Preface	p. xi
How to Use This Handbook	p. xiii
The Framework	p. xiv
The Layout	p. xv
Know the Law	p. xvii
The Ten Commandments of Campaigning	p. xviii
The Cardinal Sins of Campaigning	p. xviii
1 Precinct Analysis: The Sinners, the Saints, and the Savables	p. 1
Context of Neighborhood	p. 5
Independents	p. 8
The Undervote	p. 14
Finding Swing Voters	p. 17
2 The Campaign Team and Volunteer Organization	p. 21
The Campaign Committee	p. 21
The Treasurer	p. 25
The Campaign Manager	p. 28
The Campaign Chair or Co-Chairs	p. 30
Volunteer Organization	p. 31
Applying the Methodology	p. 36
Phone Banks	p. 37
Clerical Workers	p. 42
Time Allotments for Volunteer Tasks	p. 44
3 The Campaign Brochure	p. 46
Campaign Theme and Message Development	p. 47
Polling	p. 50
Brochure Development	p. 58
Campaign Slogans	p. 63
Logo	p. 68
Layout	p. 68
Voters' Pamphlet	p. 74
4 Digital and Social Media	p. 81
Understanding Demographics: Who Uses Social Media?	p. 82
Ten Tips for Building a Digital Footprint for an Election	p. 84
The Minor Leagues: Social Media Essentials	p. 86
The Major Leagues: Data-Driven Campaigning	p. 105
Tech Trends in Political Elections	p. 106
Takeaways	p. 111
5 Fundraising	p. 112
Early Endorsements = Early Money = Early Media Buys	p. 114
Campaign Budget	p. 114
Direct Mail for Money	p. 121
Special Events	p. 126
Candidate Calls to Raise Money	p. 134
Calling for Money for Ballot Measures	p. 135
Raising Money on the Web	p. 135
Fundraising Ideas That Take Less Than One Month of Preparation	p. 139
The World's Smallest Brochure: Direct Mail That Works	p. 140
Fundraising Through Email	p. 143
Keeping Track of Donations	p. 144
Thank-You Notes	p. 144
6 Lawn Signs	p. 146
To Be or Not to Be	p. 146
Logo and General Information	p. 148
Location, Location, Location	p. 153
Assembling Lawn Signs	p. 154
Cutting Turf	p. 155
Lawn Sign Installation	p. 156
Signs	p. 160
Maintenance of Signs	p. 161
Lawn Sign Removal: My Kingdom for a Pickup	p. 162
Bumper Stickers and Buttons	p. 163
7 Targeting Voters	p. 165
Finding the Likely Voter	p. 165
Partisan Gaps	p. 171
Canvassing	p. 179
Direct Mail	p. 189
Tracking Polls	p. 203
8 Media	p. 205
Print Media: Paid and Unpaid	p. 205
Fielding Questions from the Press	p. 213
Radio and Television	p. 228
Production	p. 234
9 The Candidate	p. 249
The Lay of the Land	p. 250
Packaging the Candidate	p. 252
Stay on Message	p. 259
Outsider Campaign Versus Incumbent Campaign	p. 264
Debates	p. 266
Fielding Negative Questions	p. 268
Developing Your Public Speaking Skills	p. 272
Write-in, Third-Party, and Nonpartisan Candidates	p. 276
Media and the Candidate	p. 281
Negative Campaigning	p. 281
Do's and Don'ts of Attacks	p. 282
Recall	p. 284
A Petition Is Pulled!	p. 285
10 The Issue-Based Campaign	p. 288
Initiative and Referendum	p. 288
Local Preemption	p. 292
Polling and the Issue-Based Campaign	p. 293
Speakers' Bureau	p. 295
Saving Our Libraries	p. 297
Special Districts	p. 299
Investing in Education	p. 301
Packaging the Issue-Based Campaign	p. 303
Flies in the Ointment: The Double Majority, Independents, and the Super Majority	p. 306
The State Initiative and Referendum Process	p. 310
11 Getting Out the Vote (GOTV)	p. 313
The Essentials	p. 303
Identifying Your Voters	p. 317
Last-Minute Efforts to Activate Voters	p. 319
Poll Watching	p. 323
The Absentee Ballot and Early Vote	p. 328
Vote by Mail	p. 331
Organizing the GOTV Phone Banks	p. 338
12 The Campaign Plan	p. 341
Begin with a Flowchart	p. 341
The Campaign Calendar	p. 346
The Campaign Plan	p. 346
13 After the Ball	p. 348
Election Night	p. 348
Retiring a Campaign Debt	p. 350
Afterword	p. 353
Notes	p. 355
Appendix A Conducting a Precinct Analysis	p. 363
Gathering Data	p. 363
Assigning the Undervote	p. 374
Predicting Voter Turnout	p. 375
Alternatives for Finding Swing Voters	p. 379
Votes Needed to Win (VNW)	p. 380
Appendix B Campaigning on a Shoestring	p. 383
Getting Started	p. 383
The Walking Piece	p. 384
Graphics	p. 387
Name Recognition	p. 389
Show Me the Money	p. 393
Web Page and Social Media	p. 396
And We're Out	p. 397
Index	p. 399
About the Authors	p. 421

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Bound With These Titles

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Summary

Summary

Author Notes

Reviews (1)

Library Journal Review

Table of Contents