Crafting Your Message

Crafting Your Message2019-02-26T17:06:03-05:00

About this course: In this course, develop your campaign message to help people understand why you’re running and why they should support you. You also draft your stump speech and learn skills to stay on message during media interviews or when speaking publicly.

When you should take this course: Before you can start talking to voters and soliciting support, you need to know what you’re going to say to them. This course is ideal for candidates early in their campaign. However, if your message isn’t resonating well or needs some work, this course can help you retool.

ALL OUR COURSES

Decide to Run

So you think you want to run? This course will help you decide if running for office is right for you (and your family), determine what office to run for, and chart a path forward!

Make the Decision

Getting Started

Get on the ballot, expand your network, and learn how to effectively ask for help. These courses will help you create a solid foundation for a strong campaign.

Learn the rules and set yourself up for success from day one by:

  • Registering your campaign with election authorities
  • Getting your name on the ballot
  • Making your way through our “Getting Started Checklist”
TAKE “GETTING YOUR CAMPAIGN”

Identify the people you will need to power your campaign and empower them to support your success by:

  • Compiling all of your contacts into one database or spreadsheet
  • Researching other people and groups who can help you win
TAKE “BUILDING YOUR NETWORK”

Campaigns are won with the help of others. Learn and practice how to effectively:

  • Ask for a contribution, vote or volunteer time
  • Understand the donor point of view, and why it matters
  • Check your attitude about raising money
TAKE “MAKING THE ASK”

Volunteers are a cornerstone of successful campaigns, so learning to effectively use volunteer energy is crucial. In this course, you will:

  • Identify your campaign’s volunteer needs
  • Assign common volunteer roles
  • Build skills for training and managing volunteers
TAKE “VOLUNTEERS”

Fundraising & Finance

You’ll need money to win. Learn how to raise money, manage your budget, and make sure you follow all of the laws while you do it.

Make your campaign’s budget and get your finances in order:

  • Use our template to draft your campaign’s budget
  • Develop a system to track contributions and expenses
TAKE “BUDGETING &
FINANCIAL COMPLIANCE”
Plan to raise the money you need to win:

  • Research how much past candidates raised
  • Identify realistic goals
  • Draft your fundraising plan
TAKE “WRITING YOUR FUNDRAISING PLAN”

Learn how to raise money and achieve your fundraising goals:

  • Run an effective call time operation
  • Solicit donations via mail
  • Respond to Political Action Committee questionnaires
TAKE “RAISING MONEY”

Communications

Don’t stop the presses! Get your campaign covered, instead. Earn media coverage and use social media and email to reach supporters and persuade new voters.

Create a campaign message that is unique to you, using your story:

  • Learn to use storytelling to communicate about policy
  • Draft a 3-minute stump speech
TAKE “CRAFTING YOUR MESSAGE”

Communicating your message effectively is essential if you are going to convince people that you deserve their vote. In this course, you will:

  • Create press releases and prepare for interviews
  • Plan for direct mail and paid media
  • Schedule communications strategically
TAKE “WRITING YOUR
COMMUNICATIONS PLAN”

Launch your campaign’s digital presence:

  • Create your website
  • Gain a Facebook following
  • Send your first email
TAKE “DIGITAL 101”

Craft your personal stories to help you connect to voters in the moment, in response to any issue, and in any context:

  • Build your stories authentically
  • Develop your stories skillfully
  • Share your stories effectively
TAKE “USING PERSONAL STORIES TO CONNECT”

Field

It all comes down to getting the votes you need on Election Day, and talking to voters one-on-one is the most effective way to earn their votes.

Identify how many votes you need to win:

  • Project the turnout for your election
  • Estimate the number of votes you can count on
  • Estimate the number of voters you need to persuade
TAKE “CALCULATING YOUR VOTE GOAL”

Get your campaign ready to contact voters through door knocking and phone banking:

  • Decide when to use each tactic
  • Write your scripts
  • Prepare to train your volunteers
TAKE “FIELD TACTICS”

After taking this interactive VoteBuilder training, you will be able to:

  • Create lists of targeted voters (base voters & voters you will attempt to persuade)
  • Cut turf and print canvass packets
  • Generate and print phone bank lists
  • Enter the resulting data back into VoteBuilder
TAKE “VOTEBUILDER 101”

Identify the voters you need to persuade and turn out by:

  • Whether they vote,
  • Where they live, and/or
  • Their key characteristics and demographics
TAKE “TARGETING VOTERS

Transition your field efforts to get committed supporters to the polls and get out the vote (GOTV):

  • Identify which voters you will contact during GOTV
  • Plan how your campaign will contact these folks
TAKE “GOTV”

Campaign Fundamentals

Ok, your campaign is serious now–time to solidify your support with unions, get your schedule organized, and learn how to make the most of events. It’s go time!

Identify the unions whose endorsement you will seek, and learn how to earn it:

  • Build a list of targeted unions for your campaign
  • Practice your targeted pitch
TAKE “EARNING UNION SUPPORT”
Make time for the priorities and get your schedule in order:

  • Decide what system you’ll use to organize your schedule
  • Prioritize your time
  • Develop a plan for maintaining campaign-work-life balance
TAKE “STRATEGIC SCHEDULING”

Learn to plan a successful event that contributes to your fundraising or field goals:

  • Decide what success looks like for the event
  • Use our checklists to create invitations and prep
TAKE “CAMPAIGN EVENTS”

Ready to get trained?

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