Cover image for The campaign manager : running and winning local elections
The campaign manager : running and winning local elections
Shaw, Catherine M. (Catherine Marie), 1955-
Second edition.
Publication Information:
Boulder, Colo. : Westview Press, 2000.
Physical Description:
xvi, 284 pages : illustrations, forms, maps ; 26 cm
Reading Level:
1220 Lexile.
Format :


Call Number
Material Type
Home Location
Item Holds
JS395 .S43 2000 Adult Non-Fiction Central Closed Stacks

On Order



For those who want to get elected themselves, help their local candidates get elected, or see their favorite ballot measures and initiatives pass, Catherine Shaw has written this clear, concise handbook. Based on the author's three terms as mayor and her numerous successes in managing campaigns is support of both candidates and issues, this book gives political novices and veterans alike a comprehensive and detailed plan for organizing, funding, and publicizing local political campaigns. Finding the right message and targeting the right voters with it are clearly explained by means of specific examples, anecdotes, and illustrations. Included is in-depth information on assembling campaign teams, precinct analysis, canvassing, and dealing with the media. The book also contains helpful illustrations of campaign brochures, lawn signs, flow charts, and an appendix of useful forms for photocopying.Shaw's own experience with winning elections, including some in which she was outspent by a five to one margin, attests to the success of her campaign organization techniques. Her witty, anecdotal style never obscures the book's main message: A well-organized campaign wins elections. The Campaign Manager assures citizens that politics do matter, and that citizens working at the local level can be successful.

Author Notes

Catherine Shaw is serving her third term as mayor of Ashland, Oregon. She has consulted and lectured widely on campaign management including teaching the topic at Yale University, in the University of California system, and at Southern Oregon University.

Table of Contents

List of Tables and Illustrationsp. xi
Prefacep. xv
How to Use This Handbookp. 1
The Frameworkp. 1
The Layoutp. 2
Know the Lawp. 3
1 The Campaign Teamp. 5
The Campaign Committeep. 5
The Treasurerp. 7
The Campaign Managerp. 9
The Campaign Chair or Co-chairsp. 11
Finding Volunteersp. 12
Matching Volunteers to Skillsp. 13
Potential Volunteer Sourcesp. 14
Volunteer Sign-up Sheetp. 15
2 The Campaign Brochurep. 17
Campaign Theme and Message Developmentp. 17
Pollingp. 20
Brochure Developmentp. 22
Picturesp. 23
Campaign Slogansp. 24
Logop. 29
Layoutp. 29
3 The Volunteer Organizationp. 35
Methodologyp. 35
Phone Banksp. 39
Scripts and Caller Responsesp. 43
Clerical Workersp. 45
Time Allotments for Volunteer Tasksp. 47
4 Fund-raisingp. 49
Campaign Budgetp. 50
Direct Mail for Moneyp. 55
Special Eventsp. 57
Candidate Calls to Raise Moneyp. 65
Calling for Money for Ballot Measuresp. 65
The Campaign Finance Committeep. 66
Campaign Finance Committee Packetsp. 68
Fund-raising Tipsp. 83
Fund-raising Ideas That Take Less Than One Month of Preparationp. 84
"Hey, Big Spender,"p. 86
5 Lawn Signsp. 91
Logo and General Informationp. 92
Location, Location, Locationp. 94
Preparing for the First Dayp. 95
Big Signsp. 97
Maintenance of Signsp. 97
Lawn Sign Removalp. 98
6 Precinct Analysis: The Sinners, the Saints, and the Saveablesp. 99
The Full-blown Analysisp. 101
Finding the Saints Among the Sinnersp. 109
The Quick and Dirty Precinct Analysisp. 115
When Precinct Analysis Isn't Enoughp. 116
Finding the Likely Voterp. 120
7 Canvassingp. 125
Map Packetsp. 126
Organizing the Volunteer Forcep. 132
Scheduling the Volunteersp. 132
Activating the Right Votersp. 136
8 Getting-Out-the-Vote (GOTV)p. 137
The Pleasure of Your Companyp. 138
Identifying Your Voters: Voter IDp. 138
Canvassing for Voter IDp. 139
Voter ID by Phonep. 140
Last-Minute Efforts to Persuade Votersp. 141
Avoid Untargeted Activitiesp. 142
Poll-Watchingp. 143
Phoningp. 148
The Absentee Ballot and Early Votep. 149
Mail-in Electionsp. 152
9 Direct Mailp. 159
Ethnic and Gender Gapsp. 161
Direct Mail to Persuade Votersp. 162
Direct Mail to Hit Your Opponentp. 166
Direct Mail on a Budgetp. 167
Mail Preparationp. 168
10 Mediap. 171
Timing Your Adsp. 173
Advertising Formats for Newspapersp. 174
Endorsements and Endorsement Adsp. 177
Letters-to-the-Editor and Free Mediap. 181
Other Free Media Coveragep. 184
Getting on the Front Page and Creating Media Eventsp. 185
Fielding Questions from the Pressp. 189
Radio and Televisionp. 191
Bumper Stickers and Buttonsp. 202
11 The Candidatep. 205
The Lay of the Landp. 206
Packaging the Candidatep. 208
Stay on Your Messagep. 215
Avoid Telling Liesp. 217
Outsider's Campaign Versus Incumbent's Campaignp. 217
Your Opponentp. 219
Debatesp. 219
Fielding Negative Questionsp. 222
Developing Your Public Speaking Skillsp. 226
Write-in and Third Party Candidatesp. 229
Media and the Candidatep. 232
Thank-you Notesp. 234
12 The Issue-based Campaignp. 235
Initiative, Referendum, and Recallp. 235
Saving Our Librariesp. 239
Building New Schoolsp. 242
Packaging the Issue-based Campaignp. 243
Flies in the Ointment: The Double Majority and Super Majorityp. 244
13 The Campaign Flowchartp. 249
Building Your Campaign Flowchartp. 249
The Campaign Calendarp. 252
14 After the Ballp. 255
Afterwordp. 257
Appendix 1 Forms for Photocopyingp. 259
Appendix 2 The State Initiative and Referendum Processp. 271
Appendix 3 Directory of Campaign Web Sites and Other Resourcesp. 277
Indexp. 281