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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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