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Index
Introduction Chapter 1 – A Few Simple Questions and Footwork 1.1 Questions every candidate must answer 1.2 Strengths and Weaknesses 1.3 Gathering Political and Historic Data 1.4 Identify Issues 1.5 Developing the Database 1.6 Media Contacts 1.7 Local Elected Officials and Community Leaders Chapter 2 – Building the Team 2.1 Four commodities of a campaign 2.2 Core Team 2.3 Management Team 2.4 Volunteers 2.5 Financial Supporters 2.6 Campaign Committee (letterhead) 2.7 Coalitions 2.8 Endorsements (individuals and organizations) Chapter 3 – Message and Strategy 3.1 Opposition Research 3.2 Determining the Message 3.3 Defining the Issues 3.4 Targeting 3.5 Testing the Message 3.6 Building Name Identification and “Favorability” Chapter 4 – The Campaign Plan 4.1 Budgeting 4.2 Tactics 4.3 Building the Timeline 4.4 Assigning Responsibilities and Duties 4.5 Laying it All Out Chapter 5 – Fundraising 5.1 Opening the Candidate’s “Black Book” 5.2 Making the “Ask” 5.3 Identifying Potential Donors 5.4 Refining the Database 5.5 Prospecting New Donors 5.6 PACs 5.7 Fundraising Events Chapter 6 – Defining the Candidate and Opponent 6.1 Building the Image – Setting the Candidate Apart 6.2 Campaign Logo 6.3 Wise Expenditures and Unwise Expenditures 6.4 Importance of Consistency and Repetition 6.5 Important Images for Candidate 6.6 Common Mistakes Chapter 7 – Message Delivery 7.1 Direct Mail 7.2 Electronic Media (television and radio) 7.3 Phones 7.4 Web Site 7.5 Letters to the Editor 7.6 Earned Media 7.7 Press Releases, Media Advisories and Press Conferences Chapter 8 – Grassroots and Internet Campaigning 8.1 Door-to-Door 8.2 Coffees 8.3 Rallies 8.4 Signs 8.5 E-mail campaign 8.6 Blogs 8.7 Community Events 8.8 Town Hall Forums 8.9 Handling the Hecklers Chapter 9 – Nuts and Bolts 9.1 Effective vs. Ineffective Meetings 9.2 Weak Link in the Team 9.3 Security 9.4 Preparing for Debates 9.5 When Is It OK To Go “Negative”? Appendix A – Sample Campaign Plan Appendix B – Sample Prospect Letter Appendix C – Sample Remittance Envelope Appendix D – Sample Press Releases Appendix E – Sample Media Advisory Appendix F – Sample Talent Release Form Appendix G – Sample TV Scripts Appendix H – Sample radio scripts Appendix I – Effective and ineffective campaign literature Appendix J – Effective and ineffective direct mail Appendix K – Sample letter requesting public information Appendix L – Sample fundraiser script Appendix M – Sample phone scripts – Advocacy
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