Run a Local Political Campaign Without Overcomplicating It
Most local political candidates assume the hardest part will be fundraising, messaging, or voter outreach. In practice, most local political campaigns struggle much earlier—when candidates build systems that don’t match the scale of a small local campaign.
Running for school board, town council, city council, judge, clerk, or another local office is not the same as running a state or federal race. The timelines are shorter. Staffing is minimal. Most candidates are running for local office while managing full-time jobs, families, and existing obligations.
In that environment, trying to run a small campaign like a large one can bog you down.
Where Local Political Campaigns Go Off Track
Most local election campaigns don’t stall because candidates lack effort. They stall because the campaign structure requires more time and attention than a time-constrained candidate can realistically give.
This often shows up in familiar ways:
- A candidate website that keeps getting revised and launches late
- Well-intentioned campaign tools that never get fully adopted
- Messaging that shifts depending on who last updated it
- Volunteers unsure what to share or where to send people
For first-time political candidates learning how to run a local political campaign, it’s not a problem of motivation. It’s an organization problem.
How Local Voters Engage With Campaigns
Most local voters encounter campaigns casually. They’ll see a lawn signs on the way to work. A name mentioned at a school meeting. A post shared in a neighborhood group.
When they look up a candidate by name, they’re doing a quick credibility check, usually on a phone. They want to know:
- Is this person actually running?
- Do they understand the office they’re seeking?
- Can I grasp their priorities quickly?
- Does this local campaign feel legitimate?
Clear, simple campaign messaging answers those questions fast. Incomplete or cluttered information introduce doubt and reduce campaign visibility, even if the candidate is qualified.
Why Simplicity Signals Seriousness in Local Races
In a local political campaign, legitimacy matters more than polish. Party committees, community leaders, and local media all look for basic signals of preparation.
A straightforward presence suggests the candidate understands the role and respects the election process. That matters whether it’s a school board campaign, a city council campaign, or a judicial campaign.
Overbuilt campaigns often feel unsettled. Too many pages. Too much language. Too many ideas competing for attention. Focused campaigns tend to project more candidate credibility.
What You Actually Need to Run Your Campaign
Despite what many candidates are told, effective local campaign strategy starts with a short list of essentials.
At a minimum, a campaign needs:
- An explanation of who the candidate is and why they’re running for office
- Contact information for voters, media, and community stakeholders
- A simple way for supporters to stay informed or get involved
- Messaging that remains consistent across the local election campaign
When these basics are in place, the campaign feels real. When one is missing, the effort feels unfinished, regardless of budget.
Early Visibility Matters in Local Campaign Planning
Campaign planning for local races often underestimates how quickly things move. Filing deadlines pass quietly. Early voting begins with little fanfare. Endorsements are decided before many voters are paying attention. Candidates who establish an early presence gain name recognition while others are still preparing.
Simple campaign infrastructure supports early visibility. A website and email list allows candidates to launch sooner, adjust messaging easily, and focus on outreach instead of constant maintenance. In a limited campaign budget environment, speed and clarity matter more than perfection.
Designing Campaign Operations That Fit Real Life
Most people running for local office are part-time candidates. They manage campaign operations late at night or on weekends. They rely on a small group of volunteers. And beginning with a simple structure makes growth manageable.
Once the foundation is stable, campaigns can add:
- More pages as issues become clearer
- Additional outreach as volunteers join
- More structure as fundraising or endorsements increase
Because the campaign basics are solid, expansion feels controlled rather than chaotic.
If You’re Just Starting, Here’s What to Prioritize in the First 30 Days
If you’re at the beginning of a local campaign, the first month sets the tone for everything that follows. The goal during this period isn’t to build a perfect operation. It’s to establish credibility and momentum without creating systems you can’t maintain.
Start by getting something public and functional in place. That means a basic campaign presence that explains who you are, what office you’re running for, and why you’re running. It doesn’t need to be exhaustive. It does need to be clear and live.
Next, settle on a small set of core messages and commit to them. Decide how you describe yourself, the office, and your priorities, then use that language consistently. Avoid the temptation to keep revising your message every time you talk to a new audience.
Make it easy for people to reach you and support you. One reliable contact method (like a website!) and one clear way for supporters to stay informed is enough at this stage. Complexity can come later, if it’s needed at all.
Finally, focus on visibility over refinement. Let people see that you’re running. Share updates, talk to voters, and show up in the community. A campaign that’s visible early has more room to grow than one that launches late but polished.
If you can do these things in your first 30 days, you’ll be ahead of most local campaigns—and you’ll have built a foundation you can actually sustain.
2026: Running for Office as an Online Candidate – The Book
Running for Office as an Online Candidate: Web Strategies for Local Campaigns, is available in both paperback and Kindle on Amazon.com. The book is packed with useful strategies and provides a blueprint for digital political campaigns.
Key Topics Covered:
- Crafting your personal online identity for maximum impact.
- Building a powerful social media presence that resonates with voters.
- Developing a dynamic campaign website.
- Mastering search engine optimization to maximize visibility.
- Innovative online fundraising techniques.
- Effective use of email and digital marketing strategies.
- AI strategies and things to watch.
Today, it’s not a matter of whether you put your campaign online – it’s a matter of how you do it.
This edition has been fully revised for 2026 to account for recent changes in online tools and strategies.
- Get Running for Office as an Online Candidate softcover or Kindle edition on Amazon
- PDF ebook through our Download Store
How Much Should Your Political Campaign Budget For Digital?
Digital campaigning has changed dramatically in the last decade, and so has the amount campaigns are expected to invest online.
Back in 2018, political digital spending reached $1.9 billion — almost 20% of all political ad spending at the time, according to Borrell Associates. Local campaigns made up a significant share of that investment. Post-pandemic, the landscape has shifted even further. Today, most campaigns should expect to dedicate 20–30% of their total advertising budget to digital.
So how much should your campaign budget for digital advertising?
Let’s break the numbers down.
Start With Your Win Number
To understand how much your campaign will cost — and how much of it goes to digital — start with the most important number in any race: How many votes you need to win.
Your local board of elections can provide turnout history, past vote totals, and results from comparable races. From there, you can estimate:
- How many votes are needed to win
- How many voters you must persuade or turn out
- The approximate cost to reach them
Another useful metric is cost per vote.
Look at what winning candidates spent in previous races and divide their total spend by the votes they received. For federal races, historical data is available at Opensecrets.org. For local races, your county or state board of elections will often have campaign finance data.
Cost per vote isn’t perfect — the best-funded candidate doesn’t always win — but it gives you a baseline to understand what campaigns typically spend in your area.
How you allocate that digital budget will shift throughout the campaign. Early on, most campaigns put the bulk of spending toward visibility, list-building, and small-dollar fundraising. As the race progresses, digital spend usually shifts to persuasion and contrast messaging. In the final weeks, campaigns typically shift most of their spending to early voting reminders and GOTV ads. Think of your budget as something you’ll adjust throughout the race, not a fixed figure you decide once.
Estimating Your Digital Budget
Let’s run a simple example.
Suppose you need 5,000 votes to win your local election.
Past races show an average cost per vote of $5.
Your estimated total campaign cost would be:
5,000 votes × $5 per vote = $25,000
If you dedicate 20% of your budget to digital advertising, that gives you:
$25,000 × 20% = $5,000 for digital
Some candidates will spend more. Others will spend less. But having a baseline helps you plan.
A few years ago, a first-time school board candidate we worked with assumed she could “make do” with a campaign website and just a Facebook page with a couple boosted posts. Once her opponent started running steady Facebook ads, she saw her name ID numbers drop in polling. A $600 emergency ad push made up some ground, but not all of it. That race taught her — and honestly, all of us — that even small campaigns need a real digital plan.
Skipping digital isn’t really an option anymore, even for small local races.
Keep in mind that “digital budget” includes more than ad dollars. Creative production (graphics, short videos, photo shoots), your email platform, texting tools, landing page software, and basic analytics often fall under digital as well. Many small campaigns overlook these costs and end up underfunding the very tools that make online advertising effective.
Where Should Your Digital Budget Go?
Digital offers many tools, but each has its own strengths, limitations, and cost structure. Here’s a practical overview to help you decide where to allocate your resources.
Before diving into each tactic, it helps to see how digital spending typically breaks down by campaign size.
- Small local race ($2,500–$5,000 digital budget): Mostly Facebook/Instagram ads, small retargeting pool, limited Google search ads, and some early GOTV spending.
- Mid-size race ($10,000–$25,000): Mix of Facebook/Instagram, Google Search, IP targeting, retargeting, and a modest GOTV push with video or display ads.
- Competitive district ($25,000+): Layered programs including video, aggressive retargeting, IP targeting at multiple stages, and daily optimization.
These examples aren’t strict formulas, but they give you a sense of how digital spending usually grows as a race gets bigger and more competitive.
We’ve seen plenty of campaigns move from a $1,000 digital budget to $10,000 in their second cycle because they saw how well digital performed the first time. Once a candidate sees that donors respond to online ads and volunteers come in through digital sign-ups, it’s rare they ever go back to a purely traditional strategy.
1. Facebook & Instagram Advertising
Facebook is still one of the most cost-effective ways to reach local voters. You can:
- Boost posts
- Run targeted ads
- Promote events
- Reach supporters and their friends
- Retarget people who visited your website
Political advertisers must go through a verification process, so start early.
Typical costs:
- Boosted posts: $5–$20 per post for small audiences
- Local targeting campaigns: $200–$500+ depending on reach
- Larger GOTV pushes: varies by district size
You don’t need a huge budget here — even a small ad push can get you in front of voters fast.
2. Google Search & Display Advertising
Search ads appear when people look up a candidate’s name or a local issue.
Display ads help build awareness across broader audiences.
Most campaigns target:
- Candidate name
- Opponent name (for contrast messaging)
- Local issues
- Office sought
Limitations: Google restricts targeting for political advertisers. You can only target by:
- ZIP code
- Age
- Gender
Even with the limits, search ads tend to work because they catch voters right when they’re looking you up.
3. Retargeting
Retargeting shows ads to people who have already visited your website.
This is useful for:
- Reminder messaging
- Donation appeals
- Volunteer recruitment
- Early voting and GOTV pushes
Pros: Usually inexpensive and easy to run often.
Cons: You’re only reaching people who’ve already visited your site.
4. IP Targeting
IP targeting converts physical addresses into IP addresses so you can deliver ads directly to specific households. You can target:
- Party members
- Households by demographic
- Specific neighborhoods
- Donor lists
- High-value areas of your district
IP-backed ad campaigns are significantly more targeted than television and outperform many other online tools.
5. Text Messaging (SMS)
Text messaging has become a powerful tool because of its high deliverability and quick response rates. However, voters must opt-in, and compliance rules apply.
Use texting for:
- Event reminders
- Fundraising pushes
- GOTV
- Post-debate or post-rally calls to action
Texting works especially well when paired with volunteer phone banks.
Budget Variability
Some digital costs stay pretty steady, like texting or IP targeting. Others, especially PPC and Facebook ads, can swing up or down depending on demand.
A good rule of thumb:
- Start with a small test budget early
- Determine what your cost per click, cost per impression, and conversion rates look like
- Scale up during fundraising drives and final GOTV
And always reserve extra funds for the final two weeks of the campaign. Digital ad costs often rise during high-demand periods.
Timing: When to Spend
Ideally, you should begin advertising several weeks to a month before the general election. This is when voters finally start focusing on who they plan to vote for. Do this earlier if you expect:
- Mail-in voting
- Heavy early voting
- A competitive primary
Your race size and competitiveness also influence timing. Small local campaigns may not need a long runway, but competitive county or state legislative races often begin digital outreach months before Election Day. If you anticipate heavy spending from opponents or outside groups, your campaign may need to establish a digital presence much earlier to avoid being defined for you.
Measure and Optimize Your Results
Make sure your treasurer is prepared to track digital expenses carefully. Every ad buy — from Facebook to Google to texting platforms — must be reported. Digital spending often comes in small, frequent installments, which makes accurate reporting especially important. Keep your receipts and maintain clear records for compliance.
Tracking your digital efforts is important. At minimum:
- Add analytics to your campaign website
- Review traffic sources
- Monitor ad performance
Run A/B tests
- Try multiple PPC ads at once
- Test different fundraising landing pages
- Compare email subject lines and open rates
- Something that performs well in June might flop in October. Your data will tell you when it’s time to shift.
Digital ads aren’t really about racking up clicks — they’re about getting your name and message in front of voters often enough that they remember you when it counts.
Most voters need to see or hear from you more than once before it sticks, so steady and repeated contact wins out.
So How Much Should You Budget?
For small and mid-size campaigns, a practical approach is:
- Allocate 20–30% of your total advertising budget to digital
- Spend early on visibility and online fundraising
- Increase spending during early voting and GOTV
- Leave room for last-minute pushes
- Adjust based on performance metrics
Digital alone won’t carry you across the finish line, but ignoring it can put you at a real disadvantage.
Common digital budget mistakes we see:
- Underestimating how early voters begin paying attention
- Spending the entire budget in one burst instead of in phases
- Relying too heavily on boosted posts rather than structured ad campaigns
- Forgetting to reserve funds for early voting and GOTV
- Ignoring list-building until it’s too late
Sidestepping these mistakes can make a noticeable difference in how far your budget goes.
Even local candidates must plan on putting a meaningful portion of their budget toward digital outreach. Voters spend plenty of time online, so your campaign has to show up where they already are.
Online Candidate provides an affordable, powerful way to build your online campaign. Find out why we are the choice for hundreds of campaigns every election cycle.
What To Know About Starting A Political Campaign
Starting a political campaign, whether for federal, state, or local office, requires a clear strategy and disciplined execution. Every winning campaign starts with a roadmap, a plan that aligns your goals, message, and resources. You need to understand your values, the unique needs of your constituents, and how your leadership will address those needs.
Running for office also affects your personal and family life. Make sure you’ve discussed expectations and responsibilities with those closest to you before diving in. Once you’ve made that decision, it’s time to form a committee, recruit staff, and create a realistic campaign budget.
On top of that, you have to craft the right voter message and create an effective political campaign strategy to win.
It’s a lot, so let’s break it down.
Table of Contents
- Figure out why you are running
- Election preparation includes the basics
- Register as a candidate
- Launching your campaign – the right way
- As a politician, you must build a brand for yourself
- Building your digital presence
- Your online hub: The campaign website
- Set up your social media
- Launch your campaign with style
- Increase your chances of winning the election
- Final tips
Figure out why you are running
The first step in launching a political campaign is deciding what elected position you want to run for. It could be city council, school board, mayor, or another local role. Once you’ve made this decision, it will shape the direction of your campaign going forward.
The simple question, “Why are you running for office?” often stumps candidates. Your answer becomes the foundation of your campaign story. Be specific. Instead of “I want to improve education,” say, “I want to reducing class sizes in every school in the district.” That specificity builds voter trust.
Outlining your post-election goals and policies is also important. Voters will want to know how their interests will be served. Take the time to create a concise elevator pitch.
“Running for office is important, and you don’t really need more than to be right on the issues, and to be able to articulate what it is you believe. You don’t need a certain background. You don’t need to be a lawyer. You don’t need to have some professional degree.” – Matt Gonzalez
While you have your own motivations, you’ll need filter them through the political landscape you face. Learn the demographics of your constituency, current political trends, the major power players, and the important issues. Your strategy and messaging will be based on this analysis.
Example: A candidate in a small town in Iowa discovered that the largest voting bloc was under 40 but rarely turned out. Her campaign focused on town hall “happy hours” and early voting education, which helped boost turnout by 12%.
Election preparation includes the basics
Set concrete goals for your campaign: Short-term might include securing endorsements, while long-term goals could focus on policy changes you aim to implement once elected. Look at the total voter turnout data over the last few elections and how many people from each political party voted. Data and analytics are essential in modern political campaigns. By analyzing voter behavior and trends, you can be sure that your campaign decisions are evidence-based rather than going ‘with your gut.’
You may care about an issue, but if few other do, you’re not going to get much support.
So, what issues should you run on? It’s pretty simple, really. Take a stance, and campaign on the big issues that are important to your constituents and community. For example, in a suburban county, one candidate shifted her platform from national talking points to local issues like zoning and school safety after seeing polling data. That pivot resonated and carried her to victory.
A successful campaign is built on the backs of dedicated volunteers. Effective volunteer engagement involves more than just recruitment. It includes training, assigning suitable roles, and keeping them motivated. A well-organized volunteer force extends a campaign’s reach. It transforms grassroots energy into electoral success.
Find out how much money you’ll need to raise. Raising funds is a backbone of political campaigning. Develop a robust plan that includes political fundraising events, online campaign donations, and major donor solicitation.
One of the largest obstacles that political campaigns face is raising initial funds. Your plans, goals, and budget will determine when and how much you need to raise. A clear fundraising strategy, includes identifying potential donors, creating effective fundraising messages, and determining your fundraising channels. As your campaign goes on, you will need to adjust your strategy based on overall performance and donor feedback.
Put together your campaign team. Determine the specific tasks that need to be accomplished and find individuals with the skills and experience to effectively handle those tasks. Clear roles and responsibilities are important, and understanding each position’s duties ensures smooth operation. It enhances coordination and drives efficiency. When everyone on the team knows their role, the campaign operates at its best.
As you put your team in place, clearly communicate your plans and goals. Clear deadlines and expectations should be set for each team member. Get your people committed and put your plans to action.
“I don’t think running for office is anything I’m prepared for or could even prepare myself for.” – America Ferrera
Networking and relationships are important
Building and maintaining relationships is key in politics. Strong connections with community leaders, local influencers, and voters are invaluable. These relationships provide resources and support. Effective networking involves establishing and nurturing these connections both before and while you are running for office.
Many candidates leverage the advantages of coalition building. This means aligning with groups and organizations with similar values or goals as your organization. These other groups can help amplify your campaign’s reach and credibility through their own networks. To create a coalition, you’ll want to identifying potential allies and engage with them with the goal of forming partnerships that benefit both parties.
Register as a candidate
The registration process and requirements to get on the ballot differs between states. Most states have a registration deadline in order to get on the ballot.
Check with your secretary of state’s or county election website for information on filing requirements. There will be certain paperwork and fees you will need to pay. If there are signatures required, you will need to figure out how you will get them in time.
Understanding campaign law is crucial for political campaigns. It ensures all activities are legal and ethical. This includes finance regulations and electoral rules. Knowing your local campaign law helps avoids legal issues and problems on the campaign trail.
Launching your campaign – the right way
Whether you are running a congressional campaign or want to begin a local political campaign for mayor or town council, you’ll want to prepare early.
Your campaign theme is the message used to communicate an integrated political message. It should be based on a clear reason why you are running, and backed up by an overall identity that shapes the overall campaign. This message should be short enough to not only tell a story, but can also be broken down for talking points that can be delivered to voters.
Your theme may be closely related to your campaign brand, which incorporates the look of your print material, signage and online presence.
As a politician, you must build a brand for yourself
Your campaign brand is the identity voters will come to recognize, trust, and remember. It should reflect your values, communicate your priorities, and stay consistent from the day you announce until Election Day.
Choose a color scheme, logo, and typography that fit the tone of your race and the community you’re running in. Use them across every asset — your local campaign website, yard signs, literature, social graphics, and donation pages. Consistency builds recognition, and recognition builds trust.
Think of your campaign as a brand with a promise. Voters should understand what you stand for within seconds of seeing your materials. Strong branding helps you communicate your vision before you say a single word.
Every piece of campaign material — brochures, palm cards, direct mail, digital ads, event signage, and social content — should align in design, tone, and message. When voters see your materials, they should immediately know they came from you.
Essential Photos to Prepare Early
- A Candidate Headshot
- Family Photos
- Informal Photos:
- Candidate with Audience Engagement
- Notable People and Endorsers
- Local Landmarks and Locations
Consider adding video to your branding toolkit. Even short, informal videos can help voters connect with you. Use them for your announcement, policy explainers, behind-the-scenes looks, or quick updates from events.
Once your branding is set, don’t change it. Shifting logos, colors, or slogans mid-race confuses voters and weakens recognition. We’ve seen candidates make mid-campaign brand changes, and it almost always causes more disruption than value.
Related Reading: The Power of Branding Your Political Campaign
Building your digital presence to expand your reach
Running a local political campaign is demanding. You’re competing for attention both offline and online, and voters increasingly form their first impressions from what they see on the internet. If you don’t define yourself digitally, someone else will — often your opponent.
A strong online presence helps you control your narrative, expand your reach, and meet voters where they already spend their time. Modern data and analytics tools also allow you to measure what’s working, adjust your messaging, and track engagement across platforms.
Your online hub: The campaign website
Your campaign website is the centerpiece of your online brand. It is the hub that ties together your print, social media, email marketing and digital advertising.
You want to be able to direct people to your campaign website to sign up to volunteer and make donations before, during, and after your political campaign launch.
The most important pages of a political website include:
- Homepage: Feature your identity and campaign goals; update as needed for developments and shifting focus.
- Biography: Condense your personal history into a concise bio that resonates with voters.
- Issues: Outline your positions and differentiate from your opponent; separate into distinct pages if needed.
- Endorsements: Include organizational endorsements and quotes across your site.
- News: Maintain a blog-style section for announcements, news links, and event coverage.
- Donation: Enable online donations and provide giving options.
- Volunteer: Gather volunteer information through an online form.
- Events: Display upcoming events in a list or calendar format.
A campaign site must be fast, mobile-optimized, and easy to navigate. Most voters will visit from their phones, often from a social or email link. Slow load times and cluttered layouts cost you donors and supporters.
Use basic SEO best practices so your site ranks for your name, the office you’re seeking, and your district. This helps ensure that voters searching for you find your materials first.
Set up your social media for success
For social media, you’ll want to create a Facebook page for the campaign. Other social platforms, like Twitter, Instagram, and Snapchat, can come later.
Tech Tip: Never use personal social media accounts for your political campaign. Facebook, in fact, does not allow for political campaigning on personal accounts.
If you began using social media early, you may already have an audience of supporters that you can communicate with. You can cross-post your content to multiple networks when possible to save time and reach more voters. Facebook, in particular, is a powerful platform to request donations and begin political advertising.
Many politicians use live streaming to interact with voters and non-voters. It’s not particularly difficult, and you don’t need a broadcast studio. In many cases, you can simply use your mobile phone to broadcast. Just short, informal updates from a phone feel more authentic than polished campaign videos.
Paid ads cut through the noise. Even a modest ad budget — $10–$25 per day — can grow awareness and drive donations.
Recommended Reading: How Much Should Your Political Campaign Budget For Digital?
Launch your campaign with style
The exciting task of officially launching your campaign calls for careful planning. Every aspect counts, from picking the ideal location to determining the ideal day and time to meet your target demographic.
Ideas for campaign launch events:
- Community Center Town Hall: Feature key local speakers, Q&A, and media presence.
- Park Rally: Combine food trucks, music, and speeches for a family-friendly kickoff.
- Virtual Launch: Use live streaming, polls, and social sharing to engage remote supporters.
- Neighborhood Walk: Go door-to-door or host a “walk and talk” with residents.
Organize a speaker lineup that raises interest in your campaign’s message. Press releases distributed to the local media can generate interest and raise awareness.
Increase your chances of winning the election
Launch day for your online campaign is always exciting. Put together a checklist to cover all your action items. To increase the chance of everything going smoothly, you’ll want to have the following in place:
- Your campaign website, which should be easy to navigate and include clear calls to action,
- Social media accounts, along with their graphics.
- A campaign Google account for analytics, email, and more.
- Broadcast email system, including signup forms on the site.
- A plan to advertise, and perhaps a digital budget earmarked to make it so.
Creating and distributing campaign material is another essential way to reach the electorate. When developing a content strategy, you should do the following:
- Identify your target voters: Learn the key demographics and interests of your audience. Create content that directly speaks to them.
- Clearly define your message. Clearly articulate and repeat your political message over and over. In other words, always “stay on message.”
- Create online content that engages: Go beyond text and images with your content. Use videos, infographics, press releases, and social content to keep your audience engaged.
- Use a content calendar. Plan out your content in advance and schedule material for specific times, such as primary and Election days. Also, plan out how you will promote campaign events and fundraising initiatives.
- Develop and use marketing channels. Social media is fine, but also consider mobile outreach and email to engage a wider audience.
Final tips
Many candidates keep their campaign websites on a ‘coming soon’ page right until the campaign launch day. Then they wonder why their site does not immediately show up in search results. Search engines take time to index websites. Just because your site goes live does not mean that it will be indexed right away or at all. One way to trigger search engine spiders is to link to your site from another source, such as a Facebook or Twitter account.
Launch your campaign website ahead of your announcement to ensure search engines have indexed it. This makes it easier for voters to find you right from the start. Besides, no one will likely be searching for it anyway. And if they do find your site, does it really matter? That’s not to say that your launch announcement should not be heavily promoted. You will need that initial excitement to capitalize on your initial fundraising and outreach efforts.
Getting into politics is a big decision. Even if you are running for local government, you need to lay a proper foundation and prepare to announce your candidacy.
Download the Free Checklist: Pre-Campaign Planning Checklist [PDF]
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Winning Local Elections Is About Getting Voters To Take Action
For some, politics and the issues that come with it can be a daunting and confusing topic. It can be difficult to know what is going on at the state or federal level, let alone in your own community. However, by voting in local elections, people have the opportunity to have their voice heard where it matters most – directly in local government.
Winning local elections is about convincing people who don’t typically vote to take action.
Many local elections have a short cycle, typically lasting only a few weeks. Turnout rates can be low due to lack of information about candidates on the ballot or because voters don’t feel like their voice actually matters.
It can be a challenge to even get your own supporters out to the polls. So, how do you reach valuable but apathetic voters? You are going to need a Get Out The Vote effort.
Turnout is the foundation of every winning campaign — and the most overlooked.
Incumbents Win on Habit—Not Always Popularity
One reason incumbents tend to have an electoral advantage is that they often have an established base that regularly votes. If you are a challenger or a new candidate on the scene, you have your work cut out for you.
A study from 2013 on one hundred and forty-four mayoral elections found that in many cities, mayors were elected with single-digit margin. The study found that average voter turnout per city was just 25.8%.
With margins of victory that slim, getting as many supporters to mail in a ballot or show up at the voting booth makes all the difference in winning an election.
In low-turnout races, a small but loyal base can outweigh a larger but passive one.
A Real Example: When 200 Votes Decide an Election
For example, in our own area, there was a housing development issue in a small local municipality. A political newcomer challenged an incumbent mayor who had been in office for over a decade. The newcomer ran a traditional campaign with some yard signs and newspaper ads. She was against the new housing project that had been recently proposed but did not run heavily on that specific issue.
She lost the election. Decisively.
This was an off-year, low-turnout election. The local incumbent was popular and had a solid, predictable base of senior voters. He didn’t campaign hard and still won about two-thirds of the vote. On the surface, it was a solid victory.
Yet, the margin of victory was only about 200 out of 600 votes cast in a municipality with over 3,200 eligible voters.
So what could have provided the challenger with another 200 votes? The answer is simple — higher voter turnout.
Even strong messages fail without motivated voters to back them up.
The Missed Opportunity: Issue-Based Targeting
Remember that housing development?
It turns out that the new development was going to be built beside an existing subdivision. In that area, there were 150 households that would be directly affected by the construction. Most of those homeowners were not happy about the situation. Some had turned out at local board meetings to oppose the initial plan.
If a majority of voters in just that subdivision had turned out and voted, the challenger would have won the election.
Unfortunately, the candidate did not reach out to specific neighborhoods. She could have gone door to door and/or sent targeted mailings to those households. Addressing the construction issue and promising to do something for those specific residents would have motivated a large number of otherwise apathetic voters to show up on Election Day.
“All politics is local.” – Thomas P. O’Neill
Modern Outreach Tools Expand Your Reach
If you can identify potential supporters and focus on an issue important to them, they can be turned into a motivated voter block.
In the age of social media, people are connecting online more than ever before. This has become a trend in local politics as well. In the past, candidates would have to reach out to voters in person, but now they can connect with all voters, even those who do not follow local politics. Social media has made it easier to reach out to their audience and provide them with a more personal messaging.
Social media is a great tool for outreach, but it’s limited without a paid advertising budget. You can reach voters through Pay-Per-Click for relevant issue keywords, targeted Facebook advertising based on location or demographics, texting, and even direct household IP targeting.
People pay attention to what personally affects them. Targeted outreach that connects local issues to real lives motivates people to participate.
Converting Awareness Into Action
Local elections (and local primaries) are typically low-turnout affairs, but when they’re decided by only a handful of votes, increasing turnout can determine the outcome.
Traditional methods for increased turnout include driving people to the polling locations to help them vote.
Traditional methods still work — from calling and reminding supporters to offering rides to polling locations. Many states also allow no-excuse absentee voting, which lets residents vote early by mail. Helping voters understand their options through your local campaign website or outreach materials can make a measurable difference.
To build a reliable voter base, connect personally, simplify voting, and keep communication consistent.
Final Thoughts: Your Campaign Hub Matters
Creating a local voter base starts with clear communication and consistent outreach. A well-organized online presence helps people learn who you are, where you stand, and how to get involved.
Your campaign website is the hub of that effort — making it easy for voters to find information, learn about issues, and take action when it counts.
Find out why Online Candidate can help you build a campaign website that helps you win.
How to Beat an Incumbent Candidate: Campaign Strategies That Work
Are you about to challenge a popular candidate for office? If so, there’s a good chance that you don’t have much government experience, influential connections, or money. This can make facing off against an experienced, well-known, and well-financed incumbent even tougher. But with the right political campaign strategies, including grassroots mobilization strategies and tactics, you can effectively leverage your underdog status and pull off a win.
Successful challengers focus on two things: exposing the incumbent’s weaknesses and making their own strengths stand out.
This approach allows you to create a stark contrast between yourself and your opposition. You can even turn your own weaknesses to an advantage. (For example, you’re NOT an insider or heavily connected to powerful special interests.)
Key Takeaways
- Incumbents have advantages like name recognition, but their long tenure can make them appear out of touch.
- New political candidates can capitalize on fresh appeal and introduce new ideas.
- Researching an incumbent’s history is essential for an effective campaign strategy.
- Securing funds, organizing volunteers, and using digital and grassroots campaigning techniques are crucial for voter reach.
- Combining traditional canvassing with digital outreach boosts voter turnout.
The advantages of political incumbency
An incumbent is any politician or government official who holds an elected position and is running for reelection. In an election, incumbents often have several built-in advantages that make them hard to beat.
- Incumbents have strong voter name recognition. Depending on the position, such as mayor or supervisor, they may have a lot of built-in media coverage. Even having been on the ballot previously provides a degree of name advantage to voters.
- They already know the responsibilities and expectations of the job. They can point to this experience and highlight their achievements to voters.
- They have experience in the campaigning process and a record of reelection success.
Statistic example: In 2020, 373 of the 394 U.S. House members who ran for reelection won – a 95% reelection rate.
Usually, incumbents also have a financial advantage. They already have a base of donors they can tap for the next campaign. This underscores the importance of solid fundraising strategies if you plan to defeat a sitting incumbent.
What are the disadvantages of being an incumbent candidate?
Incumbents have a few weaknesses, as well. The first can be the most difficult to overcome if an opponent skillfully uses it to their advantage:
- An incumbent politician has a record in office. What they’ve voted on, what they’ve said or done, and their previous campaigns are all out there on the public record. Social media makes it easy to look up history and keep on top of what an incumbent is doing in office.
- Incumbents can become complacent. They may stop producing new ideas or fail to address voter frustrations because they’ve been in power too long.
- Because they are comfortable, an incumbent (or any politician who has been in office for a long time), may lose touch with the people they represent. In some cases, they may even become arrogant or hostile to criticism. Hubris can make them forget how hard it was to be an outsider making their way up the political ladder.
In larger state and federal elections, where voters are frequently irritated by stalled policies or a lack of innovative ideas, it can be especially helpful to recognize and take advantage of these problems.
You can beat an entrenched incumbent with a solid strategy and hard work.
Capitalize on Being a Political Newcomer
There are a few advantages to being an unknown political opponent. For example, when you first announce your campaign, the local media will probably give you plenty of attention. Be open to interviews and use every opportunity to get your name out to the public. Ride the wave while you can. As the campaign season goes on, your coverage will likely normalize.
One of the biggest advantages of being a political newcomer is that nothing has defines you – yet. You have less baggage than your opponent who already holds office. With no previous legislative record or voting history, you can freely stake your own policies and positions on the issues.
Additionally, newcomers can often appeal to younger and more diverse voter bases. By engaging with new perspectives and effective digital outreach, you can appeal to those demographics that incumbents often ignore.
You can introduce new ideas and propose real change to the way things are done. There may be issues that the current government is not addressing. Take an old idea that’s been sidelined and propose it again. This can allow you to define the issues and put the incumbent on the defensive, utilizing opposition research in political campaigns to your advantage.
Study the voting demographics of the area that you are running in. Learn about your voters. Find out what they care about and how they feel about their currently elected officials.
Related: How to Run for Local Office: Tips for a Winning Campaign
Opposition Research: Study Your Incumbent Opponent
Knowing your opponent is non-negotiable.
Research includes:
- Their policy positions, strengths, and weaknesses.
- Their past campaign tactics: do they rely on late negative ads? What demographics do they target?
- Their behavior under pressure: are they prone to gaffes, outbursts, or dismissive responses?
This intel helps you craft political advertising and anticipate attacks.
What tactics they’ve used in the past to win? Do they run negative ads just before Election Day? Where do they advertise? What voter demographic do they specifically target?
This information can provide helpful insights into how to best frame your issues. It will also give you an idea of what you can expect to happen during the race, making effective political advertising a crucial component of your strategy. This is particularly important in areas where elections with incumbents have historically low voter turnout or where local issues, such as infrastructure or education, remain unresolved.
Turnout Strategies: How to Mobilize Voters
Turnout, especially in most local races, is critical to victory.
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Local example: One campaign we worked on won by tapping into voter anger over overdevelopment. By focusing messaging on that issue, turnout surged, and the challenger beat the well-established “good old boy” network.
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State/federal races: Use targeted digital advertising and voter data to find persuadable groups. For example, suburban parents concerned with child care or education are often key swing voters.
Include early voting, absentee ballots, and voter registration drives in your GOTV plan.
State and federal elections requires more sophisticated efforts to drive voter turnout. These efforts might include deploying targeted digital advertising and leveraging voter data in order to focus resources on swing districts or underrepresented groups. For example, targeting suburban women voters with specific messaging that addresses educational or child care needs can make a critical difference in high-stakes races.
What You Need to Beat a Popular Opponent
The primary skill needed to win is your ability to raise money. You can’t wait on this. You’ll need to have an idea of what amount of money you’ll need to raise. If you have a primary, you’ll need to raise enough to get through the first hurdle. Then you will need raise enough funds for the general election. You should either have a large donor base to start or be able to build one quickly.
The second requirement to effectively organize volunteers and staff members. You will need their help with things like arranging public meetings, phone banking, and canvassing neighborhoods in your area or district. As your organization grows, you can recruit volunteer organizers to better coordinate their efforts.
Even local races use digital media and promote themselves through Facebook, Twitter, and Instagram. Platforms such as Facebook Live and YouTube have also become popular. Today, it’s easy for anyone to quickly record, edit, and upload video content. This highlights the importance of building a political campaign website to centralize your digital presence.
For larger races, integrating advanced tools like CRM systems and voter behavior analytics can help streamline your volunteer coordination and outreach. Each team member must learn to use the tools effectively in order to optimize communication and maximize voter engagement.
Play the Game on Your Terms
Every candidate and campaign has their own unique playing field. For example, strategies for state or congressional races may not work well in a local election with a low voter turnout.
As a political newcomer, you might have a unique advantage over other candidates: You are not associated with any previous failures or scandals. Establish yourself as a credible candidate, stay positive, and run an effective campaign. If you do that, then you’ll have a good chance of winning your election!
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FAQs
Why are incumbents so hard to beat?
Because they have name recognition, established donor networks, and a record of election success.
How can I make a strong case against an incumbent’s record?
You can highlight the incumbent candidate’s failures and shortcomings while in office, including missed opportunities, broken promises, and negative impacts on the community. Research and gather facts to back up your claims, and tell voters about them in a clear and convincing way.
What strategies can I use to differentiate myself from the incumbent candidate?
Highlight your unique qualifications, experiences, and perspectives, as well as your concrete plans and vision for the future. Focus on the ways you are better qualified than the current candidate to serve the community and meet its needs. Contrast your differences, and make the race a clear choice to voters.
How can technologies like AI and data analytics be leveraged to defeat a political incumbent?
With AI and data analytics, you can spot where they’re slipping. You can use these tools sift through voter data and social media chatter. They’ll show you where the incumbent’s message isn’t hitting home. Use this intel to craft messages that speak directly to those gaps. This helps you be smart with where you focus your efforts. Target those swing areas or demographics that are starting to question the incumbent’s effectiveness. Craft targeted messaging that addresses these gaps and focus your efforts on swing districts or emerging voter concerns.
How is personal brand important when facing off against an incumbent?
Standing out is key when you’re up against someone with a well-known, established reputation. Your personal brand is what makes you the fresh alternative. Start by being you, authentically. Highlight what sets you apart. Maybe it’s your innovative ideas or your commitment to community issues. Whatever it is, make sure it shines through. This is how you’ll connect with voters looking for change.
How can I handle crises effectively while challenging an incumbent?
Crises can and will pop up, especially when incumbents try to put you in the hot seat. Crisis management requires that your team stays on top of social media and news. This way, you can respond swiftly when something comes up. Always stick to the facts and keep your message positive. Showing you’re accountable and transparent can actually boost your image. It shows you’re a breath of fresh air compared to the usual political games. Crisis response plans should be put together in advance. They should include a protocol for addressing misinformation or attacks, and how to maintain your credibility and transparency in the event of a crisis.
How can I build a coalition of support for my campaign?
Build a coalition of support through individuals and community groups. Reach out to grassroots organizations, labor unions, business groups, political figures, and local community leaders. Build relationships. Listen to their concerns and ideas, and get them involved in your campaign.
What are some key factors to consider when running against an incumbent candidate?
Some key factors include having a clear message and platform; building a broad and diverse coalition of support; effectively communicating with voters and addressing their concerns; and having a strong and well-organized ground game. It’s also important to write a detailed plan, put together a strong campaign team with fundraising skills, and organize a committed team of staff and volunteers.
How can I engage and mobilize voters to turn out on election day?
There are a number of ways to engage and motivate voters on election day. Most campaigns still rely on traditional door-to-door canvassing, phone banking and social media outreach. Targeted advertising to households with a strong history of voting is also effective. Start early to build a strong GOTV effort with a well-organized and motivated volunteer base. Use voter behavior analytics to identify households with high voting potential. Focus your GOTV efforts on these areas. Start early to build momentum and create a motivated volunteer base for election day activities.
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