Contents

How To Win an Election

How To Lose an Election

The Candidate

Appearance and Image

Qualifications

Schedule

Fundraising

The Fundraising Team

Personal Fundraising

Face-To-Face Fundraising

Personal Fundraising on the Phone

Large-Scale Events

Small-Scale Events

PACS

Direct Mail

The List

Prospecting

House Lists

Timing

The Content

The Ask

Enclosures

The Response Inserts

What Should the Package Look Like?

The Envelope

Thank-You Response

Donor Database Management

Telemarketing

Internet Fundraising

Raising Funds

Making It Work

Enhancing the Fundraising Email Fundraising

Social Media / Web 2.0

Voter Identification

Persuading Voters

General Principles

The Content of Your Message

Getting the Message Out

Door-To-Door

Lawn Signs and Billboards

Paid Media / Advertising

TV

Radio

Print Advertising

Internet Advertising

Advertising on Somebody Else's Website

Advertising on Google

Piggy-Backing on Other Sites

Your Website

Earned Media / PR

Before Your Campaign Begins

General Guidelines

The Campaign Announcement

Media Releases

Press Conferences

Media Events

Debates

The Blogosphere

Media Interviews

Letters To the Editor, Online Comments, and Talk Shows

Speeches

Voter Mail

Parallel Campaigns

Waging the Campaign

The Campaign Plan

Creating the Plan

Contents of A Campaign Plan

Campaign Budgets and Cash Flow

Creating the Spreadsheet

Financial Management

Volunteers

Recruitment

Volunteer Management and Training

Polling

General Guidelines

Baseline

Benchmark

Tracking

Follow-Up Polls

Quick-Response

Focus and Dial Groups

Push Polling

Saving Money on Polling

The Pollster

Remember GOTV

Building Coalitions

General Guidelines

Coalition Caveats

Churches

Opposition Research

General Guidelines

Ethics of OR

Focus of OR

Sources for OR

What to Do with All the Information

Do Complete OR On Your Own Candidate

Handling Attacks and Responding

Campaign Organization and Administration

General Guidelines

Campaign Leadership Team

Consultants

Election Law

General Guidelines

Filing

Get On the Ballot

Announcing the Campaign

Fundraising Limits and Rules

Record Keeping and Reporting

Disclaimers and Disclosures

Software and Techie Stuff

The RNC Voter File and Voter Vault

Other Software Programs

The Vote

Voter Registration

Precinct Strategies

Absentee and Early Voting

Get Out the Vote

General Guidelines

Phone, Drive, and Deliver

Door-To-Door

Coalitions

Robocalls

Live Calls, Paid Callers

Live Calls, Volunteer Callers

Vote Suppression

Election Day

Direct Mail

Shaming Mail or Phone Calls

Door Drops

Mass Email Blasts

Radio and Tv Ads

Print Ads

Mobile Loudspeakers

Election Day Events

Sign Waving

Poll Reporting

The Day . . . the Week . . . the Month After

The Celebration

Thank-Yous

Retiring the Debt

Never Stop Campaigning

Appendix: Cash Flow/Budget for A Political Campaign