Listen Up! It’s Our Running For Office Podcast
Have you listened to our political podcast series, Running for Office as an Online Candidate?
If you are getting started in politics, this podcast series is for you. We discuss how to run a political campaign from the digital side. We cover the tips, tricks and ideas for candidates who want to leverage the internet to help win their election. Right now you can listen on Spotify, Stitcher, TuneIn, Apple Podcasts, BuzzSprout and more.
Podcast Episodes
Get the book: Running for Office as an Online Candidate
Maximizing the Impact: Best Practices for Online Political Donations
As anyone in politics knows, proper fundraising is crucial to winning an election. With the ease of online donation platforms, even local candidates are raising money digitally.
But once you’ve secured those all-important donations, it’s important to have a strategy for handling donors effectively.
From making it easy to give, to showing appreciation, to building long-term donor relationships, you want to get the most from your fundraising efforts.
So, whether you’re a seasoned campaigner or just getting started in your run for office, here are five tips for improving your online fundraising:
Make it easy to donate: There are fundraising platforms specifically designed for the needs of political organizations. They include proper data collection and reporting features, and allow donations through websites, social media, and even text links. Consider using a platform that allows for recurring donations. This allows donors to continually support a candidate without having to make a large one-time donation.
Sometimes clients ask if it’s better to have multiple digital payment methods. Generally, it’s best to use a single platform consistently. Having more than one fundraising system means more work for accounting and compliance. Also, by having your financial information collected through one system, it’s easier to track data and other metrics.
Read More: Comparing Political Donation Platforms – Our Recommendations
Personalize your communications: Take the time to personalize your thank you messages and other communications with donors. When sending a follow-up letter or email, don’t make it a generic thank-you message. Include the donor’s name and the amount they donated. Include other details that show you appreciate their support. For example, if the donation is for a specific issue or request, let the donor know what that money will be used toward.
Add donors to your email list: If it is not done automatically, add each donor to your campaign’s email list. For many successful organizations, email is the primary channel that builds long-term relationships with supporters. Email is a great way to keep supporters up to date about upcoming events and other election-related news.Over time, it increase the chances that subscribers will support your campaign in the future.
Read More: 9 Tips For Better Online Fundraising
Follow up with donors regularly: Don’t just thank your donors once and forget about them. Keep them updated about your campaign, upcoming events, news, and other relevant information. This shows that you value their support and are committed to keeping them informed.
Segment your donor list: As your overall donors increase, it’s important to segment them into different groups based on donation amount, frequency, and other factors. Tailor your communications to specific segments. For example, your large donors can be asked for larger subsequent contributions without fear of intimidating them. Ask small-dollar donors for similar follow-up donations or recurring donations. This sort of approach can maximize your messaging impact and improve your overall contributions.
Remember, your current donors are also your future donors. By showing them that you value their support and are committed to staying in touch, you not only build goodwill but also lay the foundation for future fundraising success.
Whether you’re running for local city council or the U.S. Senate, online fundraising is a powerful way to reach new donors, mobilize supporters, and build voter momentum.
Don’t just focus on getting short-term or one-time donations. Think about how you can build lasting relationships that can pay dividends down the road. By doing so, you’ll build a strong base of supporters who will be with you all the way to Election Day!
FAQs
What are the specific legal considerations or compliance requirements for online political donations?
The legal considerations or compliance requirements for online political donations are multifaceted. Political campaigns must follow federal, state, and local regulations. And these can all vary significantly. These regulations often dictate the maximum amount an individual can donate, the need for transparent reporting of donations, and the requirement to verify that donors are legally permitted to contribute (e.g., ensuring donors are citizens or legal residents). Campaigns must ensure their chosen online platforms can accurately track and report donations according to these legal standards, including the identification of donors and the amounts contributed.
How can campaigns effectively measure the ROI of different online fundraising strategies?
Measuring the ROI of different online fundraising strategies involves both analytics and strategic evaluation. Campaigns should leverage the data collection capabilities of their fundraising platforms to track key metrics such as donation amounts, donor acquisition costs, conversion rates (from solicitation to donation), and the effectiveness of different solicitation channels (email, social media, text messaging). By analyzing these metrics, campaigns can identify and adjust strategies that provide the highest returns. This optimizes resource allocation and also refines messaging and engagement tactics for future fundraising efforts.
What are the best practices for responding to and managing negative feedback from online donors?
Managing negative feedback from online donors is important to maintaining strong donor relations and a positive campaign image. Campaigns should adopt a proactive and empathetic approach to feedback management. They should acknowledge concerns and address them transparently. This might involve explaining decisions or actions that led to dissatisfaction, offering solutions or alternatives to disgruntled donors, and, when necessary, implementing changes based on legitimate feedback. Campaign communication should prioritize positive donor engagement, along with accountability. Handling negative feedback well can turn potentially damaging situations into opportunities for demonstrating integrity and even strengthening donor relationships.
Online Candidate campaign websites integrate with any online donation platform. Find out what services are best for you.
Yes, Even Local Campaigns Need a Website
When voters hear your name, many of them will look you up before they do anything else. If they cannot find a campaign website, or if what they find is incomplete, outdated, or unclear, they start making assumptions. They may assume the campaign is not serious, not organized, or already behind. That’s one reason a campaign website matters more than ever.
Not long ago, local candidates asked, “Do I really need a campaign website?” Today, the better question is, “When should I launch one?”
When we started Online Candidate, potential clients would sometimes ask, “Tell me why I need a campaign website?” Back in the early 2000s, many local candidates ran with signs, printed literature, a few newspaper mentions, and maybe a basic social profile. A website often felt optional. It was also harder to justify because online fundraising was less common, fewer voters were comfortable donating online, and setting up a compliant donation process often required custom work.
It was also difficult to raise money online. Fewer people were comfortable donating online. Setting up donation options was also fairly difficult, which often required custom programming to gather proper donor information.
Since then, digital campaigning has become a must. Local candidates now use websites to raise money, share their message, and connect with voters. Whether you’re running for town council or county judge, having a central online hub is no longer optional, it’s essential.
While you can run a political campaign today without a dedicated website, it’s not easy. A campaign website offers numerous advantages and can significantly enhance your chances of success.
With that in mind, here are six reasons why every candidate today needs a political website:
1. It establishes your online presence and credibility
Voters look online for candidate information. Your website gives them a clear place to find it.
That includes your background, your message, your issue positions, and the office you are seeking. It also helps your campaign appear active and organized.
Many first-time candidates underestimate how much this matters. A professional campaign website signals that there is structure behind the campaign. Without one, voters are left piecing together impressions from partial information.
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2. It enhances your fundraising and volunteer recruitment
Do donors still write checks anymore? A website provides a great platform for online fundraising. It makes it easy for supporters to donate to your campaign. Even if you are running for a local council position or school board, accepting online donations makes raising money much easier. Most donation platforms are free to set up and only take a fee from the donations you raise.
If you want supporters to volunteer, set up a page to provide information about how they can get involved. Make sure you follow up with them right away to put them to work!
Modern campaign platforms also allow you to track and segment donors and volunteers for better follow-up and outreach.
Related: Comparing Political Donation Platforms: Our Recommendations
3. It allows direct communication with constituents
A website provides a direct and effective channel for communication with voters. You can share your message, address key issues, and outline your plans and initiatives in detail. By including contact forms or email addresses, constituents can easily reach out with questions, concerns, or requests, fostering a two-way dialogue. It’s also a more trusted channel for voters who want to learn more but prefer not to use social media.
4. It helps voters find you when they search
By making your website search engine friendly, you can improve your online visibility and attract more visitors. When potential voters search for information about you or your campaign, having a site with relevant content can help you appear in search results. This free online exposure expands your reach beyond traditional campaign channels.
You may be thinking, “Why not just have a campaign Facebook page and leave it at that?” While platforms like Facebook, X/Twitter, and Instagram reach a broad audience, they don’t reach everyone. Not all voters are on social media. Some individuals, particularly older demographics or those who prefer more privacy, may not have social media accounts.
Social posts may help with visibility inside a platform, but search engines index websites far more effectively than scattered social content. A well-built campaign website gives you a real chance to appear for searches tied to your name, office, town, or district.
But search engines index websites—not social posts. A well-built website helps voters find you when they’re searching for your name, your office, or local election information.
We’ve seen campaigns benefit simply because they gave voters a clean result to land on. Even when a race is small, being easy to find online can turn your candidacy into serious campaign.
5. It gives your campaign one central information hub
Keeping voters informed about campaign news, events, and developments helps maintain interest and engagement. A website allows you to publish regular updates, press releases, and blog posts. This helps you build trust and credibility with voters.
You can also use your site to highlight endorsements, promote fundraising events, or share post-election results and thank-you messages.
This central-hub function becomes more important as the campaign grows. A basic local race may start with a biography and announcement, but later need event details, press mentions, policy pages, or updated calls to action. A website makes it easier to expand without losing structure.
We often see this become important after a candidate gets local press or begins appearing at more public events. People hear the name, get curious, and want one clear source for information. A campaign website gives them that source.
6. It’s one of the most cost-effective tools your campaign can use
Setting up a website through a service like Online Candidate is fairly inexpensive. While you can hire expensive web developers and designers for a more customized experience, we provide both. Our website builder allows users to build their own political website quickly and easily. Or we can build it out for you at a fraction of the cost of a custom web designer.
Actually, a campaign website is probably the least expensive purchase your campaign will make. Consider the cost of signs, mailers, and traditional and online advertising (which isn’t as inexpensive as you may think). You’ll see that the up-front cost of starting a website is minimal.
A website is available 24/7 throughout the election cycle.
It can answer basic questions, collect supporter information, process donations, promote events, and reinforce your message whether or not someone from the campaign is actively engaged at that moment.
A sign may build recognition. A mailer may land once. An ad may run for a short period. A website keeps working in the background every day.
Bonus: If you do not define yourself online, someone else will
If you do not put information about yourself online, then someone will. As a candidate, you’ll want to control your message. To do that, you need a digital presence and a positive online reputation.
If you do not put clear information about yourself online, someone else may shape the impression first.
That may be an opponent. It may be an outdated profile. It may be an incomplete listing, a stale article, or a few scattered mentions that do not explain your candidacy well. In some cases, it is not even negative. It is simply incomplete, and incomplete information still shapes perception.
That is especially important in local races, where many voters begin paying attention late and form impressions quickly.
How Does Running for Office Differ in a Major City Versus a Small Town?
Running for office in a major city versus a small town? There are few things that sets these types of campaigns apart. For instance:
Voter Engagement
In a big city, you’re looking at a mosaic of voters. Each constituency might need a different message. You’re also more likely to deal with a lot of noise from opponents, so standing out is key. Large events and broad digital campaigns are needed to catch a voter’s eye.
In a small town, and it’s all about the handshake, the face-to-face. Grassroots campaigning in small communities and personalized campaigning techniques are the key to winning. Knocking on doors, chatting at the local diner, and personal stories matter more than flashy campaigns.
Big City vs Small Town Social Media Use
Alex Martinez, aiming for a a city council seat, taps into Instagram and Twitter’s fast pace. As it’s an urban election, he uses Instagram Stories to showcase campaign highlights and policy points, and engages the youth vote with visuals and interactive polls. On Twitter, Alex jumps into city-wide conversations with hashtags and live discussions, keeping the campaign visible in the city’s constant buzz.
Sarah Thompson, running for mayor in a close-knit community, chooses Facebook to connect. Her campaign shares posts of Sarah at local events and discussions from town halls. This makes her accessible even to those not in attendance. Facebook Live Q&A sessions help Sarah directly answer community questions, emphasizing her approachability and dedication.
Campaign Scale
City campaigns? They’re big. You’ll need a large budget to make influence public opinion and get out the word. Focus on areas with the most voters to get the best bang for your buck. You’re targeting voter blocks where you can. Your fundraising needs will be large. For example, the winner of New York City’s mayoral race raised and spent over $18 million dollars.
In small towns, your campaign can cover more ground with less. It’s not about how much you spend but how many hands you shake. Reaching a significant chunk of voters personally is more doable. While you’ll still want to raise money, your expenses may range in the thousands or tens or thousands of dollars.
Media Strategies
City campaigns thrive on a mix of digital and traditional media. Ads cost more, but there’s a chance for wider coverage. Your message needs to cut through the clutter.
In small towns, local media rule. A well-placed ad in the weekly paper or a shout-out on the local radio station goes far. Social media can work wonders, too, thanks to community groups.
All types of races today benefit from an online presence, with the digital hub being a campaign website.
So, whether you’re eyeing a city council seat in a bustling metropolis or a mayoral spot in a cozy little town, your campaigning approach needs to adapt to your location. No matter where you are, you’ll need to tailor your political messaging and methods to your target voters.
How To Remove A Volunteer From Your Online Campaign
In the last few months, the issue of removing a volunteer’s access to online campaign accounts has come up for a few of our clients.
Volunteers are an important part of virtually every political campaign. No matter what elected position you are running for, volunteers will handle a lot of the work. This can include your online efforts. You may assign someone to update the website, handle the campaign emails, or manage some of the candidate’s online social media accounts.
In time, this person may become a trusted member of your campaign staff.
But then, for whatever reason, things don’t go well. Suddenly, you find that you will need to restrict that volunteer’s access to your online accounts. Perhaps you’ve had a falling out, or they are not doing the job they are supposed to do, and you need to cut off their access quickly.
Whatever the problem, it’s a tricky situation to remove someone’s online access without causing a disturbance.
Steps to remove a volunteer from online campaign accounts:
If the volunteer is using an email address that is not under the campaign’s control, these steps may be challenging. It’s important to never give someone more online access or control than they require. For example, on Facebook, if someone is working as an editor of the page, don’t give that person admin-level access.
- Find out what accounts the volunteer has access to. This includes social media accounts, campaign emails, fundraising platforms, website logins, etc.
- Change the passwords of any volunteer campaign email addresses that you have control over and redirect any emails that are forwarded.
- Change the password and login or remove the user from the account. This will prevent them from further access to sensitive information.
- Inform others who need to know that the volunteer has been removed.
- Inform the volunteer that they no longer have access to the accounts, and why. Thank them for their previous contributions.
Finally, update your records and update your backup plan. (You have a backup plan, right?) In the case of an emergency, have a plan so that your organization’s online accounts can be accessed and managed even if an administrator is no longer available.
Every situation is different, and the reasons why you may want to revoke a volunteer’s access may vary. It’s probably better to ‘fire’ someone early in the week. Avoid doing this on a Friday, because then the person can “stew about it” over the weekend and/or start making disparaging posts about the candidate or the campaign if they become upset about being ‘let go’.
There’s no guarantee that there won’t be complaints or some sort of online payback elsewhere. But at least your online accounts will be safe.
This article is based the book, Running for Office as an Online Candidate.
Speak Like a Voter, Win Like a Candidate
Are you watching your language? I’m talking about the language of your campaign as you reach out to voters. In your advertising, speeches, campaign website and one-to-one interactions, are you conversing with or talking down to your audience?
How do you talk down to an audience? By speaking above them. For example, it’s tempting to sprinkle your messages with political jargon. After all, as a candidate, you’re likely steeped in the lingo and acronyms of the various policies and regulations related to your platform.
And while you might know the ins and outs of these terms, many voters may have no idea what you’re talking about.
The same thing applies when you’re talking about topics that are not widely known. For example, we worked with a local candidate who liked to reference things about other officials in her campaign material. The problem was, she was referencing upcoming projects and backroom deals that were not common knowledge to the public and voters at large. Reading this material without context made her statements seem like ramblings. It certainly didn’t help her messaging.
Here’s the thing: clarity wins campaigns
Voters want to feel connected to your cause. When they hear complex language or jargon from a candidate, they might feel alienated. Instead of speaking to them, you’re speaking above them.
“The words that come direct from the people are the greatest… If you substitute one out of your own vocabulary, it disappears before your eyes.” – Dorothea Lange
Here’s an example of being too complicated: A candidate for city council (who was a lawyer) mentioned the term “fiscal rectitude” on his website’s issues page. Sounds impressive, right?
Well, it sounds like it might go over most voters’ heads.
But instead of the phrase “fiscal rectitude,” what if he switched to “managing the budget wisely”? Will that message hit home with more voters? Absolutely. Will it be more effective? Without a doubt.
Or what about a local candidate who frequently mentions “Home Rule” when discussing housing standards. To the uninitiated, this term might sound complex or overly technical. (Or maybe it’s a baseball term?)
But what if, instead of “Home Rule,” the candidate explained it as “giving our city the power to make its own rules for our unique needs”? Suddenly, the concept becomes clearer and more relatable. That’s the type of quote you can use on a web page, with a pull quote or simple graphic.
The key takeaway? Your messaging is not a platform for showcasing political lingo or an extensive vocabulary.
Five Tips to Simplify Your Political Communication
Use Plain Language: Replace complex jargon and acronyms with straightforward, simple language that everyone understands.
Explain Terms Clearly: When you must use specific terms, immediately follow them with a clear, concise explanation.
Be Direct and Concise: Cut down on wordiness and quickly get to the point.
Use Relatable Examples and Stories: Incorporate stories or examples that illustrate your points and resonate emotionally with voters. A story about a local resident affected by your policies can be more effective than abstract statistics.
Engage and Interact: Invite others to share their thoughts and experiences related to the campaign topics discussed.
Make every word count
If the above examples were not enough, here are more ways to make sure your messaging is clear across all your campaign platforms.
- Cut the Complexity: Instead of saying, “We advocate for increasing public education funding,” try “We believe in more money for schools.” It’s direct, simple, and leaves no room for misunderstanding.
- Break It Down: Turn “our strategy includes multifaceted approaches to curb urban sprawl” into “we have a plan to keep our city’s growth smart and managed.”
- Keep It Relatable: Change “promoting sustainability initiatives to mitigate climate change impacts” to “Let’s work together to make our planet greener.”
- Straight to the Point: Instead of “Engagement in civic activities is paramount,” go for “Get involved. Your voice matters.” Short, impactful messages win on social media.
- Stories Stick: Don’t bombard listeners with data. Nobody’s going to remember numbers and statistics. Instead, share a relatable story about a single mom who benefits from your healthcare policy. It’s personal, memorable, and has a happy ending that ties into your efforts.
- Highlight the Real-World Impact: Say “Fix our roads for safer travels” or “Help us clean up our streets. Join us!” This quickly connects with the readers everyday lives and concerns.
Simplifying your language isn’t about dumbing down your campaign messaging. With a more direct and personal approach, you come across as if you are engaging in a conversation rather than giving a lecture.
And nobody likes being lectured to.
Your success hinges on making every voter feel seen and heard. So, strip away the complexity and just speak the language of your voters.
It’s that simple!
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