Political Campaign Strategy: How to Run a Winning Campaign
Having a successful political campaign strategy is about more than just having the best ideas or being the loudest voice in the room. It’s about sticking to some of the core fundamentals. At any level, these campaign fundamentals can mean the difference between building a winning or losing political campaign strategy.
Winning political campaigns demands careful preparation, execution, and the capability to be flexible. While much of this may seem like common sense (and it is), it's crucial to bear with me, as many of these essential aspects are often overlooked during campaign development.
Essentially, a strong political campaign strategy (meaning, the overall plan to achieve an electoral victory) should rest on a foundation of some very basic building blocks and principles that will help carry you across the finish line. So, whether you’re running for the U.S. Senate or a local city council seat, here are some strategies and tactics to help you win.
Don’t run unless you have a chance to win. Running over and over again is not a sound strategy when it comes to building name recognition or creating a road map to victory. "Oh, that person has run for office and lost nine times—they definitely seem like the right choice to solve my community's problems," said no one, EVER. In fact, the more times you run and lose, the less likely you are to win. Do the name recognition work in advance by building your credentials and credibility in your district. Before deciding to run, ask yourself, "Why do I want to run for office?" Take a hard look at what it takes to win (qualifications, political circumstances, fundraising metrics, etc.) and make an educated decision about whether there’s a real path to victory.
Have a good motivation to run. When you decide to run, the first thing everyone will ask you is “why are you running?” And what they mean is, what motivates you to jump into this race specifically? You should be able to answer this question clearly and succinctly, articulating your motivation, how it's connected to your community, and why you are the right candidate for this moment. There are quite a few historical examples of folks who could not answer this simple question and it sunk their campaign, so make sure you have an answer ready. And be sure to run for the right reasons. Don't run to help your insurance business or because you feel wronged by your opponent. Run because you have skills that can help your community achieve incredible things.
Know how many votes you need to win. Understanding the math and its impact on a particular race can mean the difference between running in the right race and wasting time on an unwinnable one. Vote goals don’t need to be overly complicated, but any political campaign worth its salt needs one. Creating a vote goal can save you a lot of time campaigning for a race that isn't the right fit. Your vote goal should undergird almost everything in your campaign plan, ensuring you spend your time, resources, and people power as effectively as possible.
Create a contrast. Politics is a comparative game. Any political campaign strategy should be based on a clear contrast between the candidate and anyone else in the field. You need to give voters a reason to choose you, and that reason should be woven throughout your campaign activities. A lot of candidates will say that they don’t love the idea of running a “negative campaign,” but if you don't offer voters a choice, they will assume everyone’s just more of the same and may not be motivated to cast a ballot. You have to give them a reason to support you. And contrast doesn’t always have to be negative—you can use a more tacit contrast. For instance, if your opponent has a history of crossing ethical lines, instead of attacking him directly you could frame your campaign as “The leader who shares your values.”
Make sure you know your audience. Before starting off on your campaign, it's crucial to understand your audience and get to know your voters. What is the demographic makeup? Where do most of the voters live? What are their concerns? And how does your candidacy fit into this? Are you the candidate who will finally do something about all the potholes? Or are you going to be a fresh face for a city council that has not seen any new blood in a long time? Sure, polling helps, but too many candidates don’t engage in something that’s much easier and cheaper—just going out and talking to folks. Try to make sure you really understand the needs and values of those you hope to represent before you kick off your campaign.
Approach your campaign with an equity and inclusion lens. This is not just about engaging voters from different backgrounds, although that's essential. It's about living our values as progressives and making equity and inclusion more than just transactional concepts. Beyond voter targeting and outreach plans, assess your entire campaign through an equity and inclusion lens. Think about hiring practices and who makes up your team, ensuring your preferences and requirements are clear and inclusive, avoiding accidental exclusion. Take the time to weave this into your campaign structure and strategy. Surround yourself with a team that shares your passion and vision. Then delegate, foster a culture of collaboration, and maintain open lines of communication to ensure everyone on that team is working towards the same goal.
Know that asking people for things is part of a campaign. Campaigns are built on three things: time, money, and people. And to get these resources, in most cases, you’ll need to ask for them. Candidates often express frustration with asking for money, endorsements, and support. However, if you're a candidate, asking people for things will be a significant part of your role. Embrace this reality early on, and your campaign will be better off.
Embrace data and technology. In the digital era, it is essential to run a data-driven campaign. There are a whole lot of other technologies out there that make your life a lot easier. So, one of the first things you do as a candidate should be getting access to the voter file, whether that’s through your state party or some other source. And it doesn’t really matter what you’re running for, modern campaigns simply can’t ignore the power of social media to spread your message and get the word out. Even if you aren’t personally tech savvy, make sure you have folks on your team who are.
Budget for a winning political campaign. Frequently, campaigns are surprised by the costs and the amount of money needed to run a successful campaign. Do your homework in advance to avoid surprises and make sure you have a viable plan to raise the necessary funds. Work with your team to get a real understanding of what a winning campaign will cost. Ensure your budget covers the expenses of executing your political campaign strategy effectively and getting you across the finish line.
Listen more than you talk. Remember, your campaign is not about you; it’s about the voters. Take the time to get to know the people you want to represent and what matters to them. You’re running to serve their interests and advocate for policies that will improve their lives—don't lose sight of that as you build your political campaign strategy.
A written plan is key. Write. It. Down. Seriously. Keep your campaign plan written down so that everyone involved knows where to find it and is committed to implementing it. A well-crafted campaign plan is your road map to victory. While it will evolve, having a written plan as a starting point ensures everyone on your campaign team is working toward the same goal with the same basic parameters in place.
Have questions about how to build a winning political campaign strategy? Reach out to us!