Index
Absentee-ballot programs, 206–207
Action alerts, 183
Advisers for kitchen cabinets, 112
American Federation of State County and Municipal Employees (AFSCME), 3
Appearance for public events, 162–163
Arab American Institute, 192
Audio releases, 172
Bad news, handling, 110–111
Ballots, understanding, 214–215
Bash, Alec, 193
Bay Area Democrats, 140
Big Daddy’s Rules of the Road, 32–33
Billboards, 175
Blogs for communication plans, 172–173
Bloomberg, Michael, 142
Blue Dog Coalition, 89
Blumenthal, Richard, 59
Boggs, Lindy, 38
Boot camp model, 2–3. See also Campaign boot camps
Braley, Bruce, 88
Broadcast television, 169
Brown, Charlie, 45
Brown, Jan, 45
Brown, Jerry, 65
Brown, Scott, 122
Brown, Willie L., Jr., 105
“Brown Brigade,” 122
Bus Project, 92
Cable television, 169–170
Cain, Herman, 58
Call sheets, 148–149
Call to service, 11–12. See also Public service
articulating vision for future and, 13
assembling policy act for, 35–40
and building networks, 20–21
personal, 11–12
skeletons and, 40
strengthening friendships and networks for, 18–20
What You Say about You and, 51–53
Campaign boot camps, 2–3
convening, 205
Get Real exercise for, 216–217
Campaign calendar, example of, 194
Campaign counsel, job description for, 106
Campaign kickoff events, 168
Campaign manager, 101–102
budgets and, 123
job description for, 106
Campaign pledges and questionnaires, 57
Campaign skills, 124–125
Campaign staff
job descriptions for, 106–107
managing, 103–111
recruiting, 109–110
strategic thinking and, 105
Campaign staff and volunteer leadership teams, 103–104
Campaigning, negative, 57–58
e-mails for announcing, 193
home stretch of, 211
issues bonds for, 61–62
surprises/setbacks and, 110–111
throwing and taking punches in, 191
values bonds for, 61–62
winning, 2
Campus networks, 91
Canvassing operations
checklist for launching, 199–200
setting up, 198
for voter contact, 203
Chandler, Ben, 196
Chávez, César, 116
Christensen, Clayton M., 36–37
Citizens United v. Federal Election Commission, 60–61
Clemens, Alex, 96–97
Clinton, Hillary Rodham, 116
Coalition networks, 90
Coalitions, including primary foes in, 93
Colbert, Stephen, 54–55
Cold prospecting, 150
College Democrats, 91
College Republicans, 91
Collegiate Network, 91
Communication plans. See Message communications plans
Communications director, job description for, 107
Communities, 79
geography of, 80–81
having visceral understanding of, 96, 100
identifying networks in, 90–93
identifying opinion leaders in, 82
identifying traditions of, 80–81
targeting supporters in, 94–96
understanding people living in, 80
Community Inventory, 117, 138, 144
Community outreach, 114
Community service leaders
connecting with, 100
Get Real exercise, 100
networking with, 85–89
Community weeklies, 174
Constitution, Preamble to, 11
Corporate personhood. See Citizens United v. Federal Election Commission
Crider, Jennifer, 142–143
Criticism and effectiveness, 39–40
Crowd-source ideas, 147
Cuomo, Andrew, 73
Daily Kos, 84–85
D’Alesandro, Nancy, 92
D’Alesandro, Thomas, Jr., 70
Database manager, job description for, 107
Debates, preparing for, 182–183
DemocracyAction network, 193
Dialing for dollars, 148–149. See also Phone banks
Direct mail, 175
for fund-raising, 150–151
Don’t Ask, Don’t Tell (DADT) policy, 15–17
Drinan, Robert F., 38–39
Drivers for Election Day operations, 213–214
Dyer, Jeff, 37
E-mail(s)
for announcing campaigns, 193
as fund-raising tools, 151–154
netiquette for, 74
Economy, knowing the, 80
Edwards, John, 116
Elderly. See Seniors networks
Election Day operations, 212
documenting, 215
drivers for, 213–214
field directors and, 212
passers and, 213
phoners for, 214
pollwatchers and, 213
precinct captains and, 212–213
protecting your vote and, 214–215
solving problems and, 215
teams for, 212
Election protection teams, 104, 212–214
Get Real exercise for enlisting, 130
mobilizing, 125–128
Emerge America, 166
EMILY’s List, 27
Eshoo, Anna, 119
Ethics
following your personal code of conduct, 28–29
research and, 56
Etiquette. See also Netiquette at public events, 163
Events for fund-raising, 149–150
Federal Election Commission (FEC), 144
Feinstein, Dianne, 65
Field director
Election Day operations and, 212
job description for, 106
Field offices, opening, 201–202
Field operations
goals for, 201
hiring organizers for, 201
objectives of, 201
planning, 201–202
tools for, 202
Field organizers, hiring, 201
Fighting Dems (military veterans), 71
Finance chairs, 120
Get Real exercise for developing, 129–130
recruiting members of, 121
Finance director, 120
job description for, 107
Finance reports, filing, 154–156
Finnie, Chris, 189
Foley, Mark, 75
Follow-up
importance of, 205
letters, 185–186
Friend-raising, 87
Friends, first-name vs. last-name, 111
Friendships, strengthening for call to service, 18–20
Fund-raising, 135–137. See also Fund-raising tools
asking for money, 139–140
borrowing money and, 144
elements of plans for, 141–146
establishing control mechanisms for, 142–143
filing finance reports and, 154–156
forecasting needs and, 141–142
Get Real exercise for, 156–158
identifying prospective donors for, 144
identifying tools for, 145
kits for, 146
matching donors with tools and target dollars, 145–146, 158
online, 151–154
understanding why people give, 135–138
Fund-raising opportunities, offering a variety of, 140
Fund-raising tools. See also Fund-raising
dialing for dollars, 148–149
direct mail solicitation for, 150–151
e-mails as, 151–154
meetings and events, 149–150
phone banks, 150
varying, 148–154
Geography
of communities, understanding, 80–81
Get Real exercise for mapping political, 97–100
Gergersen, Hal, 37
Get-out-the-vote rallies, 207, 211
Get-out-the-vote strategies
absentee-ballot programs, 206–207
early voting, 206
schedule for, 208–210
vote-by-mail programs, 206–207
Get Real exercises
for building kitchen cabinets, 129
for campaign boot camps, 216–217
for developing finance councils, 129–130
for enlisting election protection teams, 130
mapping political geography, 97–100
for message box, 75–76
for message communications plans, 186–188
public service fitness test, 46–47
for recruiting house meeting hosts, 129
Gillibrand, Kirsten, 52
Gladwell, Malcolm, 82
Gonzalez, Jim, 105
Google searching your name, 51
Gore, Al, 211
Guadalupe Organization (GO), 164
Hackett, Paul, 152
Help, asking strangers for, 30–31
Henderson, Wade, 128
Heritage Foundation, 91
High-intensity voter contact, 203–204
canvassing for, 203
open feedback loop for, 205
phoning for, 204
Honda, Mike, 190
Horse race numbers, 66
House calls, best practices for, 196–198
House meeting hosts, 104, 113, 116–117, 120
Get Real exercise for, 129
House meetings, components of successful, 114–115
Hurricane Katrina, 5
Ideas
communicating, for realizing your vision, 13–14
testing, 15–17
Incumbents, running against, 83
Innovative thinking, 36–37
Intercollegiate Studies Institute (ISI), 91
Internet. See also specific topics searching one’s name on the, 51
Internet research, 60
Iraq war of 2003, 5
Issues bonds, for campaigns, 61–62
Job descriptions for campaign staff, 106–107
Johnson, Hank, 118
Kantor, Mickey, 110
Katz, Leslie, 124
Kennedy, Kerry, 29
Kickoff events, campaign, 168
King, Martin Luther, III, 116
Kitchen cabinet, 104, 111, 117
advisers for, 112
considerations for building, 111–112
Get Real exercise for, 129
Kleinfeld, Rachel, 71
Knocking on doors, 23
best practices for, 196–198
Kumar, Maria Teresa, 127
Kyl, Jon, 54–55
Lakoff, George, 64
Language, use of
in messages, 62–66
LaRocco, Larry, 118
Latinos, 126–127
Leadership Institute, 91
Leadership qualities, 104–105, 108–111
defining oneself vs. being defined, 48–49
Leadership role, choosing a
consider what others say about you, 40–41
consider what others will say about you, 43–45
consult your family, 42–43
Leadership teams
campaign staff and volunteer teams, 103–111
confident leaders pick competent, 102–103
election protection teams, 104, 125–128
Get Real exercise for, 128–131
house meeting hosts, 104, 113, 116–117, 120
kitchen cabinets, 104, 111–112
Lee, Barbara, 118
Legal counsel, job description for, 106
LeMieux, Dotty, 60, 70, 90, 101
Letters to editors, 184
Listening, 167
“Lit drops,” 203
Literature
for field operations, 202
leafleting, 203
“lit drops” for, 203
Live airtime, for communication plans, 172
Low-intensity activities, for voter contact, 203–205
Low-intensity voter contact, 203
Luntz, Frank, 64
Macaca moment, 166
Maffei, Dan, 97
Malcolm, Ellen, 27
McEntee, Gerald W., 85–87
McMahon, Linda, 59
McNerny, Jerry, 52
McNerny, Michael, 52
Media
engaging supporters to interact with, 183–185
monitoring bias in, 184–185
strengths of, 169
working with, 177–182
Media Matters of America, 185
Media plan, developing a, 168–177
arc of the narrative, 168
Meir, Golda, 112
Message box, 198
integrating research and polling into, 69–70
Message communications plans, 168
audio releases for, 172
balancing media mix for, 176–177
billboards for, 175
blogs for, 172–173
broadcast television for, 169
cable television for, 169–170
community weeklies for, 174
direct mail for, 175
Get Real exercise for, 186–188
live airtime and, 172
newspapers for, 173–174
phone banks for, 176
radio ads for, 171–172
radio for, 171
texting for, 176
Messages. See also Message box
aggressive scheduling for advancing, 71–73
cultivating experts and allies to
help deliver, 53–56
defining, 49
delivery, 163
research for developing, 59–60
schedulers and, 72–73
throwing/taking punches and, 70–71
use of language and, 62–66
walking your talk and, 29–30
Microtargeting, 95
Miller, George, 118–119
Mobile devices, videos that play on, 170
Money, asking for, 139–140. See also Fund-raising
elements of, 147
Nana Brigade, 95
Netiquette, 74–75
for online fund-raising, 151–154
Networking, 24–25
with community service leaders, 85–89
Networks
for call to service, 18–21
campus, 91
coalition, 90
technology, 18–20
for volunteer corps, activating, 189–191
youth, 92
Newmark, Craig, 122
Newspapers, for message communications plans, 173–174
9/11 terrorist attacks, 13
NORAD (North American Aerospace Defense Command) test, 16
Obama, Barack, 13, 90, 116, 140, 179
Office of Personnel Management (OPM), 103
One, Rule of, 44
Online communities, virtual tours of. See Networking
Online fund-raising, 151–154
Online operations director, job description for, 107
Open feedback loop, 198
for good/bad news, 167–168
for voter feedback, 205
Opinion leaders, identifying in communities, 82
Opponents, rematches and. See Incumbents, running against
O’Shaughnessy, Thom, 195
Paradigms, changings, 68–69
Passers, for Election Day operations, 213
Pawlenty, Tim, 59
Pelosi, Nancy, 17, 19, 33, 37, 54, 118
Perlmutter, Ed, 23
Perriello, Mark, 128
Phone banks, 176
for fund-raising, 150
for voter contact, 204
Phoners, for Election Day operations, 214
Planned Parenthood, 54–55, 68–69
Policy
balancing purist vs. pragmatic, 37
knowing the consequences of, 36
mastering, 36
teamwork and, 24–25
Policy challenges, mastering the, 36
Policy director, job description for, 107
Polis, Jared, 43
Political campaigns. See Campaigns
Political geography, Get Real exercise for mapping, 97–100
Political risks, taking, 31, 34
Politics, 1
in communities, understanding, 83–84
shoe leather, 196–200
teamwork and, 24–25
Poll watchers, Election Day operations and, 213
Polling
integrating, into message box, 69–70
for refining messages, 66–68
Polls, 66–68
benefits of good, 66
early, 66
media coverage of, 66
tracking, 66
Pope, Carl, 61–63
Posters, personalized, 119
Pragmatists, policy and, 37
Preamble to U.S. Constitution, 11
Precinct captains, 198–200
Election Day operations and, 212–213
Press conferences, checklist for, 181
Primary foes, including in coalitions, 93
Public events
dressing for, 162
etiquette and, 163
Public Interest Research Group, 91
Public service. See Call to service
Public Service Fitness Test, 46–47
Public speaking, 165–166
advance work for, 165
staying on message and, 165–166
Punches, throwing and taking, 70–71
Purists, policy and, 37
Radio, 171
live airtime, 172
talk shows, calling to, 184
Radio ads, 171–172
Rallies, get-out-the-vote, 207, 211
Randlett, Wade, 140
Reagan, Ronald, 93
Research
checklist for opposition, 61
documenting, 59–60
ethics and, 56
integrating into message box, 69–70
on Internet, 60
updating, 59–60
Research director, job description for, 107
Research tactics, dirty, 59
Richards, Ann, 135
Risk taking, political, 31, 34
RocktheVote.org, 91
Rodriguez, Arturo, 116
Roemer, Tim, 38
Romney, Mitt, 60
Roosevelt, Eleanor, 31
Ross, Fred, Jr., 113
Rule of One, 44
Sacred cows, challenging, 34–35
SaveDarfur.org, 91
Scaife, Richard Mellon, 55
Scheduler, job description for, 106
Schedulers as message managers, 72–73
Scheduling for advancing messages, 71–73
Schultz, Debbie, 88–89
Seniors networks, connecting with, 92–93
September 11, 2001 attacks, 13
Service, building a culture of, 20. See also Call to service
Service Employees International Union (SEIU), 164
SFUsualSuspects.com, 96
Shoe leather politics, 196–200
Showing up
appearance and, 162
etiquette and, 163
Sierra Club, 62
Signs, for field operations, 202
SoCall Grassroots network, 195
Social networks, knowing the, 84–85
Social Security, 93
Strategic thinking
campaign staffs and, 105
elements of, 105
Strider, Burns, 32–33
Success, keys to, 219–220
Supporters, targeting, 94–96
Swift Boat Veterans for Truth, 70
Tagaris, Tim, 87
Talk radio shows, calling to, 184
Talkers.com, 171
Talking to people
Big Daddy’s Rules of the Road for, 32–33
knocking on doors, 23
Teamwork
policy and, 24–25
politics and, 24–25
Technology networks, 18–20
Television
broadcast, 169
cable, 169–170
Texting, 176
Thank-you letters, 185–186
fundraising and, 149
for volunteers, 195
“Think Outside Your Bubble” ad, 69
Thompson, Mike, 89
Tierney, John, 89
Torres, Art, 103
Tracking polls, 66
Traditions, identifying in communities, 80–81
Training, 22–23
Treasurer, 120
job description for, 107
Truman National Security Project, 71
Trust, 89
United Farm Workers (UFW), 116
Usual Suspects Web site, 96
Valenti, Jack, 36
Values
following your personal code of conduct, 28–29
testing, 15–17
vision for future and, 14
Values bonds, for campaigns, 61–62
Veterans for Kerry, 174
Visibility activities, for voter contact, 203
Vision for future
acts of courage for achieving, 30–31, 34–35
articulating, 13
communication ideas for realizing, 13–14
testing, 15–17
values and, 14
ways of achieving, 17–18
Volunteer coordinator, job description for, 107
activating networks for, 189–191
keeping, 191–196
recruiting, 189–191
tracking, 196
Volunteer corps coordinators, 123–125
Vote-by-mail programs, 206–207
Voter contact
creative examples of, 203
high-intensity, 203–204
low-intensity, 203
mixing low- and high-intensity activities for, 203–205
Voter files, 94–96
Voter-identification programs, 204–205
Voting
early, 206
registering to vote, 21–22
Voting systems, understanding, 215
Walking your talk, messages and, 29–30
Walz, Tim, 190
Westine, Lezlee, 17–18, 20, 110, 123
Whitman, Meg, 120
Winning, keys to, 219–220
Women candidates
tips for, 26
voter attitudes toward, 28
Women leaders, 24–28
taking on sacred cows, 34–35
Wyman, Rosalind “Roz,” 24, 119
Yearly Kos, 84–85
Young America’s Foundation, 91
Youth networks, 92