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 Special Supplement

October 2

HOW TO HELP WOMEN CANDIDATES AND PRO-WOMEN CANDIDATES GET ELECTED The following are highlights from Winning Campaigns a manual (and seminars): CAMPAIGN PLANNING; STEPS TO TAKE BEFORE YOU RUN       * Assess the strengths and weaknesses of the candidate or cause.       * Make the case for your candidacy or cause.       * Decide on a campaign theme and messages and basic campaign strategy before going public.       * Keep the theme strong, simple and short and related to concerns of voters.       * Write the campaign plan including strategy, targeting, research, calendar, communications, direct voter contact programs and budget.       * Work the plan.       * Change the plan only for a compelling reason and after thoughtful analysis. TARGETING... STEPS TO FOCUS THE CAMPAIGN       * Target likely, "undecided" and persuadable voters -not the entire community nor even the entire electorate.       * Predict what voters will do in the future based on their past voting behavior.       * Target geographically by analyzing precinct size, turnout, performance and persuadability.       * Don't waste time or money on voters committed to your opponent or to the other side of an issue.       * Focus all resources of a campaign - time, money and people - on target voters. RESEARCH: STEPS TO WINNING DECISIONS       * Research and know the rules - campaign ethics and reporting laws, campaign practices, requirements for filing, and deadlines.       * Research voter demographics and history, issues, the opponent(s) and the candidate or cause.       * Use all available research tools - library and electronic searches, review of public records, interviews, focus groups, polls and strategic analysis.       * Use the results of research in shaping strategy, determining target voters, crafting a theme and messages, raising money and developing direct voter contact plans. TAKING THE STEPS TO RAISE MONEY       * Ask - it's the most effective strategy for raising money.       * Ask the big donors first.       * Ask for a specific contribution amount.       * Ask again - the best prospects for a contribution are previous contributors.       * Remember that money equals commitment       * Involve others in the asking. Finance committees of influential people who have successfully raised money for other candidates and causes are critical to any major fund raising effort.       *Candidates should devote a significant amount of their time to personal solicitation of donors.       * Give prospective donors a reason to give. Think through and articulate the case for giving.       * Remember that 80% of the benefit comes from 20% of the effort Focus on the most productive 20% - of donors and fund raising activities.       * Thank donors five or more times; donors are seldom adequately thanked.       * Budget for fund raising because it takes money to raise money.       * Keep costs of fund raising events at 10% or less of the amount raised.       * Realize that campaigns with the most money (or other resources) usually win.       * Work hard at raising money.       * There are no shortcuts to raising money. STEPS TO AN EFFECTIVE ORGANIZATION       * Good organization and committed volunteers can compensate somewhat for lack of money.       * Develop a campaign structure with specific roles and responsibilities spelled out. It need not be elaborate but should be written down - even if the campaign organization consists of only the candidate, her husband, children, and best friend.       * Recruit volunteers for specific jobs. Makes sure that they have supervision, good directions and the materials they need to succeed.       * Recruit more volunteers than are needed some always fail to show up.       * Thank volunteers for their efforts. Show them that their work counts. CONTACTING VOTERS: MAKING EVERY STEP COUNT       * Contact voters repeatedly and directly to identify and motivate them.       * Contact voters by mail, in person and over the phone and identify their position on your campaign or cause. These are the only methods for obtaining direct feedback from voters.       * Keep careful records of each voter's position.       * Follow up with undecided voters to persuade them to your candidate or cause.       * Prepare maps, calling lists, walking lists, scripts, instructions and materials in advance so that volunteers can be most effective in direct voter contact programs.       *Adequately train volunteers to reap a benefit in performance.       * Treat volunteers well; thank them for their help.       * Identify voters through direct voter contact programs, persuade the voters who are undecided, and turn out your vote on election day. CAMPAIGN COMMUNICATIONS; STEPS TO GETTING YOUR MESSAGE HEARD       * Remember that most people have little or no interest in politics and are exposed to thousands of advertising messages each week.       * Advance the theme and messages through paid advertising and free media.       * Break through the clutter with a compelling message which touches voters' emotions and which promotes the strengths of your candidate or cause while exploiting the opponent's weaknesses.       * Repeat, repeat, repeat your theme and messages.       * Send press releases and hold press events when you have legitimate "news" - and only then.       * Remember that reporters are always on duty.       * Be sure that the reporter agrees that what you say is "off the record" - in advance.       * Better yet, never say anything you wouldn't want to see in print.       * Inventory the communications channels available and determine the most suitable mix for your campaign.       * Get and use good photographs.       * Spend wisely. Don't use bumper stickers, signs or any other medium just because other campaigns do. Use what fits your own communications strategy. STEP UP AND SHAKE A HAND       * First impressions are important. Dress for the job you are seeking.       * Give a firm handshake and smile when meeting people. Let them know you are glad to see them and want their vote.       * Enthusiasm is contagious. If you aren't excited about your campaign it will show and others will have a hard time getting excited.       * Ask for the vote.       * Make eye contact. Don't be glancing over peoples' shoulders.       * Go easy on jewelry, make-up and gaudy clothing. Women should wear bright colors while remaining professional looking.       * Listen! People Will respect you if you really listen and then respond intelligently to their comments or questions. STEPPING UP TO THE SPEAKER'S STAND       * Write, practice and polish campaign speeches and presentations.       * Learn to speak in sound bites, short sentences which carry your message.       * Remember that people will form a first impression of you within 24 seconds.       * An audience's impression of a speaker is based 55% on what they see, 38% on what the hear and only 7% on content.       * Think visually - picture is worth a thousand words.       * Candidates and campaigners should develop their listening as well as their speaking skills.       The Winning Campaigns is a project of the League of Women Voters of Arkansas funded through the League of Women Voters Education Fund with a grant from the Winthrop Rockefeller Foundation. Support for the project has come from Southwestern Bell, Arkansas Business Publishing Group, and the Morris Foundation.       The project seeks to encourage people who are currently under-represented in elective office including minority, women and low-income citizens to become more involved in the political system. Workshops and seminars teach candidates, campaign managers, volunteers, and anyone interested in elective politics how to run a winning campaign.       For information on Winning Campaigns workshops or a campaign manual published by the project, contact Mary Dillard at (501) 663-1202, email mdillard@aristotle.net or write to: Winning Campaigns, % League of Women Voters of Arkansas, 2020 West Third, Suite 504, Little Rock, AR 72205.       The much more detailed spiral bound Winning Campaigns manual is $35, the 3-ringer binder copy is $40.       YES, the author of WOA attended the initial Winning Campaigns workshops and has been singing its praises ever since. We have watched woman after woman step into the political arena with more and more confidence because of Dillard and the Arkansas League of Women Voters!       I have pointed a lot of women to the subsequent workshops and everyone returns raving about what they learned. Posting this information is our way of thanking the league and Mary Dillard in lighting the way so that more women will step forward to seek political office.       Women CAN change the way our nation and society operates but only if we take leadership positions. RETURN TO WOA 10-02 Episode | PRIOR DATE |        | RETURN TO WOA 10-02 |       | NEXT DATE | | RETURN TO TOP OF PAGE |