Top 4 Ways to Run for Local Office with Less Than $1000
According to an article on thehill.com, the 2016 presidential campaign could cost over $5 Billion. And, although we hear a lot of talk about money and politics, most races across this country in 2016 will probably be run and won with less than $1000.
Town and city councils, school boards, county commissions and many other local offices will be up for grabs in 2016. This same year we will be bombarded with debates, television ads, mailpieces, robo calls and online marketing gimmicks designed to catch your attention.
However, the vast majority of races run will be at the local level. And these campaigns have very little chance of getting that same kind of attention. So, what do you do to stand out? How do you get your message across to the voters? How can someone run an effective campaign and win with less than $1000? Lean in with me for a few moments and let’s give thought to the Top 4 Ways.
#1 — Organization, not yard signs, is the key.
Far too often I have seen local candidates very first order of business is to go to the local print shop or online campaign store and buy 250–500 yard signs for $3 — $5 each. It may be fun to see your name on a sign and makes the campaign feel more formal, but doing this first is a huge error and a complete waste of precious time and resources.
There’s a saying that the best way to chop a tree down in 6 hours is to spend the first 4 sharpening the axe. And that’s what an organized campaign is…a sharp axe. Spending time selecting the right campaign manager and/or adviser, finance director and volunteer coordinator is the best way to spend your first few days after making the decision to run.
Surround yourself with people who…have a deep desire to see you win.
Surrounding yourself with people who have skill sets necessary for your victory and, just as important, a deep desire to see you win is an absolute must. Organizing right and first will save you time and money. Do it first.
#2 — Having an online presence — Social Media is FREE, but do it right.
You should be able to put together a website on a tight budget. Finding a young person with the skill set or a tech savvy friend to create a simple website is important. Yet, engaging with the community in their online platform is free, which is why this is point #2.
Social media has a way of being very distracting, but if you develop a purpose or a strategy behind your social media campaign, then being intentional about the type of posts or who you interact with could be an effective way to get your message out. Asking others to share your posts or endorsing your campaign on social media can build you great leverage.
Here’s what doesn’t work: posting 10 times a day about all the wrong things happening or even still all the right things happening. Too much of anything is absolutely annoying and a turn off. Your goal should be to become a relevant voice. Keep in mind though — social media likes, retweets or views doesn’t exactly equate to votes. There’s still work to do.
Social media’s role is to reinforce your brand, engage your audience and inspire action.
Making public posts isn’t always the best strategy either. Instead consider sending private messages to potential volunteers or supporters asking for their opinion on a certain strategy or idea. Seek their input and win them over.
Here’s another tip: If you think you may be running before an announcement, start making friend connections with as many locals as you can. I wouldn’t necessarily publish that “fan page” too early, depending on several local nuances (including the element of a BIG announcement with a link to your new page).
You could also start following the local newspaper and media channels on twitter. This could be a great opportunity to “listen” to the needs and desires of your community.
I have so much more to say about effective social media strategies for local offices, so do me a favor and “Subscribe” to this channel (BJ Murphy) and sign up for my newsletter. There will be more to share.
#3 — Show up, like everywhere.
A strategy that takes an immense amount of time, yet only costs you a few BBQ tickets, reverse drawings and gas, is simply showing up. In every community there’s always an event for the local civic club, a fundraiser for a youth group, special speaker at a church event, or you name it.
Some community’s even have a community calendar. Showing up and mingling with the people is what is expected of any candidate for office. Now, deciding on which events are the most effective for you is why it’s good to have a campaign manager and core set of advisors. Let them help you make these decisions. They are your sounding board.
I would encourage you to utilize your social media resources to schedule a “Meet Me Monday” coffee social or if your name is Harry, then head to the local community center and put on a Hot Dogs with Harry event. These events are designed for citizens to meet you at some of the most common local places and enjoy some fellowship.
Here’s another tip for you on showing up: if you engage with the right community stakeholders, then they may be able to represent you in places you can’t go. They could also escort you or introduce you to audiences you aren’t typically around but want to meet.
These stakeholders and influencers could even write an endorsement letter for you in the local newspaper. But, the key is to ask. Your biggest supporter could be on the sidelines waiting for you to simply ask for help.
#4 — Door knocking.
This, my friends, like the personal thank you card, is becoming a lost art…yet, still remains the most effective campaign strategy you could have.
There’s nothing more personable and engaging than a candidate showing up at someone’s doorstep. Assuming they answer the door, then give them a warm greeting and your best elevator pitch. I created a sample elevator pitch in this YouTube video.
Make sure you hand them some material. I’d recommend recording what their issues were and whether they indicated they’d vote for you — don’t forget to ask that question! This is a great way to follow up with them later.
One last tip: only knock on doors of people most likely to vote in your election.
How do you find out who they are? Ask the local board of elections for a list of the last two or three campaigns for this same seat. You should be able to find out who actually voted in those contests.
There are so many other ideas and strategies that we could get into like a phone bank, raising funds, developing that elevator pitch and what to actually spend your limited dollars on. However, for a tight campaign — having a great organization, a purposeful online presence, showing up at community events and knocking on doors are my Top 4.
What would you include in your Top 4? Feel free to leave me some comments or suggestions. And as I mentioned earlier, be sure to subscribe to my newsletter and YouTube channel.
We’ll be covering a lot more ground here.
To your success,
BJ
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