DEAR CANDIDATE, SINCERELY VOTER.

DEAR CANDIDATE, SINCERELY VOTER.

Modern ideas from a voter tired of status quo marketing and never-ending donation requests.

I've been a voter for 29 years and a freelance photographer for 22 years. I know how hard it is to sell a service and convince people you're the right person for the job. I am not an expert in politics, marketing or fundraising, but I have pinpointed what frustrates me about political campaigns and what I think could work better, for both candidates and voters. 

MODERNIZE COMMUNICATION.

1. USE REPETITION IN MODERATION.

   1. The "Why Vote For Me" repetitive soundbite has its benefits: Consistency and simplicity of message are necessary to formulate memory. As a constituent, hearing the SAME message in every format (ads, interviews, posts, mailers, emails) for months before an election, then hearing it AGAIN at the next election, is vulnerable to becoming grating or forgettable. If nothing changes in your campaign, what will you change when you're in office?

2. BE OPEN, REAL & TRANSPARENT.

   1. From day one of her campaign, Kamala Harris was honest about what concerned her if Trump won. She openly spoke of her life experience in detail, her family, her beliefs, what mattered to her, how she viewed the duty of the President of the United States and her detailed plans if she won. 

   2. Don't be afraid to be human; being human is relatable. Joke about your flaws, admit mistakes, be lighthearted sometimes, or sweet, silly, fun, candid. Tell a story simply because it's something that happened that day, not because it relates to your core message (though maybe it does, and that's great!). Getting stuck in traffic, forgetting to sign something, calling someone by the wrong name, something your kid said, what you ate for breakfast...all help voters see you as a fellow human, just like them.

   3. I’ve gravitated towards Jasmine Crockett, Melanie Stansbury and Alexandria Ocasio-Cortez because of their candid, passionate videos across social media. Expressing emotions is relatable: Geek out about a subject you're passionate about, show frustration at lack of progress, share excitement and celebrate with your audience.

   4. Help followers feel like insiders; this is how influencers garner so much attention! Open up about things that happen behind the scenes that your audience would appreciate, such as "We hire DEI", "We pay our interns", "We recycle and compost at our campaign headquarters". Talk about how you partner with people, how you collaborate or compromise, what your voice is like in a room of disagreeing people. Ask questions about real world problems and ideas for solutions. For incumbent politicians, describe what it's like on the inside and offer ways for constituents to get in touch with you and your staff.

   5. Regularly talk about bipartisan needs (safety, shelter, happiness, freedom, education) and how you will address them for all constituents, regardless of party affiliation.

   6. Share how donations are used, ways the campaign uses money wisely, why more money is needed, and where extra money goes after the campaign.

   7. For holiday greetings, tell a personal story about the holiday, or a story you've heard from a constituent, and how it reflects your priorities, viewpoint, goal, etc. Stories are memorable and help people relate and feel connected to you. Try using this formula: "This holiday, I'm remembering ___ (an event/accomplishment/life experience) and am ___ (thinking / planning / coordinating / advocating) for ___ (action) to reach ____ (goal)." Demonstrating your continued commitment to improving lives feels more sincere than a generic Happy Holidays, don't you think?

3. FILL OUT THE FORMS, ANSWER THE QUESTIONS.

   1. Ballotpedia.org,  Guides.Vote, Vote411.org and other voter information sites are the easiest, fastest way for voters to gather information and compare candidates. Voters who don't have time to follow political news, watch debates or attend rallies are able to quickly research information. Sometimes these sites are the ONLY place to find information about small races, such as judges and the courts.

   2. Some sites have candidates fill out the information themselves while others may reach out for an interview. These forms are especially important for local elections, political positions where party affiliation isn't disclosed, and in primary elections where there's more than one candidate per party.

   3. While credentials, education and group affiliations are worth mentioning, they don't mean much to the average voter. Paint a full picture of who you are, why you're running, where you stand on the issues, what you plan to accomplish, how you collaborate with others and what guides your choices. Share relevant stories and describe your personality: Passionate, dedicated, strategic, organized, empathetic, collaborative, etc.

4. BE POSITIVELY MEMORABLE

   1. Find a way to stand out when lumped with the rest of the political noise, something that will leave a positive impression on the most peripheral voter. Humans like to be amused and surprised, we like things that are clever, unique, sweet and cute. Take the job seriously but be playful with logos and slogans to catch people's attention.

5. USE YOUR PROFILES TO POST USEFUL SHARABLE CONTENT

   1. A "Candidate 101" introduction video pinned to your social media profiles could gain as many views as a television ad at practically no cost.

   2. Share info people don't already know about you, like the top 5 accomplishments you're most proud of, or clips from a speech that are still relevant, host a live Q&A or a write-in Q&A where constituents ask and you answer. Share clips from Q&A's regularly for those who missed it.

   3. Feature constituents' stories instead of your own, interview them, listen to their concerns and share what you learn and how you intend to help.

6. OFFER CLEAR ACTIONS FOLLOWERS CAN TAKE TO SUPPORT YOU.

   1. Include a call-to-action on every communication, every social media post, on every video.

      1. Share this email with a friend in your district.

      2. Share this interview on social media.

      3. Text 5 friends to encourage them to vote.

      4. Take this quiz to see which candidate best fits your values.

7. CREATE VOLUNTEER TOOLKITS ANYONE CAN ACCESS

   1. Most candidates have a volunteer signup form on their website with a handful of choices of how to get involved: Knock on doors, make calls, host an event, etc. Of course some people will be ready to jump right in, but requiring signup might be a barrier for those who want more info before committing to receiving communications. A volunteer toolkit anyone can access at any time gives volunteers an idea of what volunteering might entail. How long are the shifts? Where are volunteers asked to go? Are there one-time opportunities as well as daily or weekly shifts? Include contact info and starter tools they can use to campaign for you in their own time, such as sharable social media images, fact sheets, fliers, etc.  

8. ACCEPT A DONATION AND DON'T ASK FOR ANOTHER ONE. EVER.

   1. Imagine you just donated some of your hard earned money to a political candidate. You feel a sense of accomplishment for having taken action and proud to have contributed with more than your vote. Then the influx of donation requests begins,  spending the equivalent of your $25 donation on letters, texts and emails sent asking you for MORE money! How does this cycle benefit the candidate OR the donor?

9. MAKE IT EASY TO OPT OUT OF COMMUNICATIONS

   1. You might think it's crucial to keep in touch with donors, but unwanted communications are a major nuisance. What if they already follow you on social media, or via another email address? What if they're environmentally conscious and prefer digital communications over snail mail? Allowing donors to choose whether or not to receive communications, and which forms of communication they receive, is highly appreciated. Once they opt in, make it easy for them to opt out, too. Print instructions on how to opt out of snail mail on every mailer and have unsubscribe instructions on every text message and email.

JOIN FORCES.

1. PARTNER WITH OTHER CANDIDATES AND POLITICIANS.

   1. I've appreciated Pete Buttigieg's outspoken levelheadedness, relative optimism, calm demeanor and his ability to boil down complicated politics into easy to understand sound bites. Pete's endorsement of Sherrod Brown caught my eye. Unexpected partnerships like Snoop Dog and Martha Stewart garner a lot of attention, from the press, their fan bases and a new audience drawn to the curious juxtaposition. Unexpected partnerships don't have to be as seemingly unlikely as Snoop and Martha, it works just as well to bring two beloved entities together, such as Jeni's Ice Cream & Dolly Parton. Is there another candidate or district that faced a similar battle that you could contact for advice?

   2. WAYS TO PARTNER UP:

      1. Host an event together or cameo at each other's events.

      2. A podcast episode, social media takeover, interview.

      3. Cross promote or endorse each other.

      4. Talk about how you'll work together to accomplish goals.

2. PARTNER WITH A CHARITY AND ASK FOR DONATIONS ON THEIR BEHALF.

   1. You're running for office because you want to make a difference, right? Why not make a difference WHILE running for office? Partnering with a cause that relates to your campaign's message will demonstrate what you care about and foster good will, which may naturally lead to support and votes. Host a food drive or a community cleanup where donors/volunteers could receive free yard signs or enter a raffle. Volunteer at the soup kitchen, dress up as Santa, be auctioned off for an internship opportunity or group dinner. Now your campaigning has a dual purpose, one the press might find worthy of featuring, and isn't it easier to talk about a cause than it is to talk about yourself?

3. SHOW UP WHERE AN AUDIENCE ALREADY EXISTS.

   1. Kamala Harris turned down traditional interviews with mainstream press where every candidate before her had focused their efforts, knowing that those watching had probably already made up their minds. Instead, she expanded into places people didn't expect a presidential candidate to be where she could reach undecided voters, historical non-voters and voters for the opposition. 

   2. Research and approach independent political writers, theorists, historians with large audiences, such as Robert Reich and Heather Cox Richardson. Ask if they'd be willing to introduce you to their audience via an interview or Q&A. Lean into humor by approaching late night talk show hosts and political comedians. Perhaps you have something in common with a celebrity or public figure that they might be interested in exploring. For example, say you're passionate about your state processing  backlogged rape kits: Mariska Hargitay's charity, Joyful Heart Foundation, has the same goal. Find individuals willing to respectfully debate through organizations such as BuildersMovement.org. Maybe approach smaller parties without a candidate in the race, such as The Working Families Party or Green Party, to which you may align.

PUT THE FUN IN FUNDRAISING.

1. SET GOALS AND OFFER UNIQUE INCENTIVES TO REACH THEM.

   1. If we reach ___ goal by ___date, we will ____.

      1. There was once a Potato Salad Kickstarter that raised $55,492. The organization Indivisible.org designed billboards to rile up Trump which gave supporters a tangible goal to get behind. Brainstorm unique, meaningful, personal, fun, sweet or silly incentives. Host High Five Days: Nudge donations of $5 and donors will receive a virtual high five from the candidate via a texted gif. If the goal is reached, your employees will receive a day off or a taco party, you'll wear a rubber ducky tie to a rally, dress up as Santa, do karaoke, or jump off a high dive. You'll commission a public mural, pick up trash, plant trees or volunteer for storytime at the library. The donors will receive access to exclusive content, be entered in a raffle, or receive a handwritten thank you letter. Ask a celebrity for a cameo appearance, video thank you, matched donations, campaign jingle, or silent auction item.

2. CONTEXTUALIZE THE NUMBERS.

   1. When trying to reach a certain fundraising goal, explain to supporters what the goal will provide and break it down into tiers to demonstrate how possible it is to accomplish the goal.

      1. $5,000 goal = ___ hrs of canvassing = 25 donations of $200

         1. 1. 1. 1. = ___ # of mailers = 100 donations of $50

                  2. = ___ hrs of calls = 250 donations of $20

3. SELL PRODUCTS THAT SPEAK TO YOUR VALUES.

   1. Who needs another branded t-shirt, mug or sticker? Consider merchandise that exudes community pride which happens to support your candidacy, such as an artist-commissioned coloring book, deck of cards or set of greeting cards featuring drawings of your city. If you value education, why not sell flashcards, educational games and activity books to support your campaign? Are you campaigning on improving shelters and affordable housing? Sell kits filled with necessary supplies for shelters to give to incoming families. Or stick with items anyone could use or pass along, such as rulers, thumb drives, cooling towels, solar chargers, jar openers.

4. INSTEAD OF ASKING FOR MONEY, ASK FOR WHAT YOU NEED.

   1. How different does it feel for a friend to pay for your coffee one morning vs. them handing you a gift card or cash? Or offering an unhoused person $10 vs. providing a blanket on a cold night? Giving money can feel amorphous and not everyone has money to give. Donors may feel more connected to the cause if they can provide something more than their credit card number.

   2. ASK FOR ITEMS.

      1. Ask for one item at a time or create an ongoing wishlist. A laser printer, reams of paper, boxes of pens, computers, tablets, phones, storage containers, partially used gift cards, appreciation gifts for volunteers, donors or staff.

   3. ASK FOR VOLUNTEERS.

      1. Volunteers save the campaign money. Request volunteer help for exactly what you need: 30 volunteers to handwrite letters, 2 volunteers for party cleanup, 5 volunteers to paint a banner. 

   4. ASK FOR RECOMMENDATIONS, DEALS, DISCOUNTS.

      1. Need to find a printing company? Ask for recommendations - maybe one of your followers IS a printer and would happily give a discount.