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Campaign Structure

The document discusses principles and structures for organizing effective political campaigns. It recommends that campaign structure follow the campaign plan and that staff should be competent and loyal. It describes different types of campaigns and key roles like campaign manager, treasurer, and communications director. It provides guidance on hiring consultants and using an advisory committee. The goal is to set up an efficient organization to implement the campaign strategy and goals.

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Anthony Alesna
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158 views13 pages

Campaign Structure

The document discusses principles and structures for organizing effective political campaigns. It recommends that campaign structure follow the campaign plan and that staff should be competent and loyal. It describes different types of campaigns and key roles like campaign manager, treasurer, and communications director. It provides guidance on hiring consultants and using an advisory committee. The goal is to set up an efficient organization to implement the campaign strategy and goals.

Uploaded by

Anthony Alesna
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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CAMPAIGN STRUCTURE

The Leadership Institute


Basic Principles

 Campaign structure should


follow campaign plan.
 Staff should be of good
character, loyal, and
competent.
 Form follows function.
 You get what you measure,
so always have
benchmarks.

The Leadership Institute


Types of Campaigns
 Local Race
 Small scale, few paid staff, name recognition, hard work with little money pays
off.

 State Level
 Mid-scale, few paid staff, name recognition, paid media and earned media.

 Federal Office
 Large scale, many paid staff, paid media, consultants.

 Ballot Initiative
 Run like a campaign, but focused on an issue – not about a person.

 Issue-based
 Like a ballot initiative, but can be on-going.

The Leadership Institute


The Candidate

 Definition of leadership.

 Who is this about?

 Qualities of a good candidate.

 What is this about?

 Two job duties as a candidate.

The Leadership Institute


Staff Roles – The Big Three

 Campaign Manager – CEO, confidence of


candidate, low profile, organized, leader.

 Campaign Treasurer – legally required, responsible,


trustworthy.

 Campaign Counsel – knows election law and state


law, advises candidate.

The Leadership Institute


Staff Roles Continued
 Communications Director – sound political judgment, relationship
with local media, positive, not a glory hound.

 Political/Field Director – organized, hunts where the ducks are,


results-driven.

 Finance Director – chief fundraiser, develops fundraising strategy,


excellent salesman.

 Scheduler – trusted, accountable, organized, knowledgeable of


local political landscape, proactive and reactive.

 Volunteer Coordinator – MOTIVATOR!, organized, friendly yet firm.

The Leadership Institute


Staff Job Duties

 Detailed job descriptions.

 Chief responsibilities.

 Daily, weekly, monthly goals.

 Staff organizational structure/flow chart.

 Salary/compensation.
 10-15% of money raised should be spent on staff salaries.

The Leadership Institute


Advisory Committee – Kitchen Cabinet

 This committee is made up of key stakeholders in your district or state.

 These people yield influence amongst your constituency.

 All or some should know key donors and how to fundraise in your race.
Most will have political or campaign experience specific to your race.

 You want these people to have an invested interest in your candidate and
race.

 Examples: former candidates, county party officials, party officials,


business owners, election lawyers.

The Leadership Institute


Consultants

 Experience – in your type of race.


 Advice – handle unexpected crises.
 Special skills - POLITICAL Consultant.
 Chemistry - enjoy being around them.
 Confidence – trust them.
 Share general political philosophy – value.

The Leadership Institute


Consultants

 Objectivity – ALWAYS tells


you the truth.
 Creativity.
 Competence.
 Accessible – how quickly
they return calls and e-
mails.
 Analytic and consistent
strategic skills.
The Leadership Institute
Other Roles

 Kitchen Cabinet.  New Media


 Candidate’s Spouse. Coordinator.
 Personal Aide.  Research Coordinator.
 Advance Coordinator.  Director of Operations.
 Press Secretary.  Policy Director.
 Precinct Director.  Special Projects and
Titles.

The Leadership Institute


Things to Remember

 Form follows function.

 Set goals.

 Budget no more than 10-15% for staff pay.

 Volunteers can fill traditionally paid roles.

 One person can fill multiple roles.

The Leadership Institute


Questions?

The Leadership Institute


1101 North Highland Street
Arlington, VA 22201
Phone: (703) 247-2000 or (800) 827-5323(LEAD)
Fax: (703) 247-2001

The Leadership Institute

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