Political Campaign Tips and Strategies by Online Candidate

Pros and Cons of Running a Slate of Candidates Online

A slate website is a way of promoting multiple candidates running for a multi-seat election. The candidates are typically from the same party or align together on major campaign issues. In essence, they become a ‘slate’ of candidates, hoping to win an election as a group.

“A slate is a group of candidates that run in multi-seat or multi-position elections on a common platform.” – Wikipedia

Running slates of political candidates is popular because it allows politicians to reach out to different groups and address their concerns with different policy options.

The positives of running a candidate slate

Slates are often created early in the election process. The formation of slates allows candidates’ to campaign together by sharing a common slogan, campaign materials and promotional efforts. It tells voters that the candidates work well with each other and share common positions on major issues.

A multiple-candidate website can be used as a hub to introduce the candidates and lead voters to related websites and other online material. Rather than three or four websites for each political candidate, there is efficiency in promoting a single website. It can be a focal point for advertising and online fundraising. This tactic often works well for issue-based or grassroot campaigns.

Obviously, it costs less to build a single site than to have each candidate create their own.

Slate websites also work well for local political parties. Parties usually have a general platform, and they promote individual candidates by featuring short biographies and linking out to individual websites, if they have one.

School Board Campaigns: School board races often feature parents running together as a slate. We’ve seen these types of campaigns win by clearly messaging shared values like improving education and advocating for more student resources. By focusing on common goals and leveraging grassroots support, a group campaign tends to be successful at the ballot.

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The negatives of running a candidate slate online

It may be difficult for voters to square the candidate’s differing views on certain issues. This assumes, of course, that the candidates have more than just a simple bio and ‘share’ all the issue pages. In our experience, it’s unlikely that everyone will agree entirely on a single set of issue positions.

Also, if each candidate is fundraising separately, collecting donations through a shared site can be tricky. This leads to a few questions:

Does every candidate have their own fundraising page?
How do you deal with the candidates that have fewer resources to run?
Do donors have to give multiple times if they want to support the entire slate?
What happens when one popular candidate overshadows the others?

On a practical level, it can be difficult to get content or updates on the website. Even a single political organization can have a hard time updating a website. If every candidate requires their approval before changes to the website can be made, nothing will get updated. That’s why in either case, we recommend assigning a web coordinator to handle updates.

Finally, sharing a site limits the freedom of the candidates to each ‘do their own thing’. Even if one or two decide to really work their part of the website, they may end up overshadowing the other candidates who post less material on the site.

Successful Example: In a recent city council race, we built a slate website that helped elect multiple candidates. The group worked cohesively, sharing events, endorsements, and they had a unified platform. They effectively messaged their shared goals while also highlighting individual strengths. This balance allowed voters to see the slate as a collaborative team and trust each member’s abilities.

Expanding Beyond Online Campaigning

Joint Campaign Events

Organize shared events, such as town halls, rallies, or community meetings, to engage voters and present the slate as a united front. These events allow candidates to connect directly with constituents and leverage their collective appeal. For example, hosting a “Meet the Slate” event can draw larger crowds than individual candidate events.

Shared Canvassing and Volunteer Coordination

Pool volunteer resources to expand your door-to-door canvassing and phone banking reach. By coordinating efforts, your slate can maximize voter outreach while saving time and energy. Use centralized tools or coordinators to manage volunteer schedules. Canvassers and callers should also have all the materials they need about individual candidates and the collective slate.

Cross-Promotion and Endorsements

Where they can, candidates should endorse each other during speeches and media appearances. Highlight shared goals and mutual support for policies. For example, a candidate for mayor might endorse the slate’s city council candidates during debates or interviews.

Additional Strategies for Slate Campaigning

Fundraising Beyond Online Donations

Consider hosting joint fundraising events, such as dinners or galas, to raise funds for the slate. Shared events can allow individual candidates to receive donations, even while they benefit from shared exposure. Make sure there are financial agreements ahead of time to prevent tension from those who may individually raise more or less money.

Unified Messaging and Conflict Resolution

As mentioned above, put together core platform points that all candidates agree for cohesive messaging. A slate should speak with one voice. Regular strategy meetings can help resolve disagreements and keep the campaign focused on the main message. If there are problems or conflicts, a campaign manager or mediator can help maintain harmony within the slate and its factions.

Engaging Local Organizations and Coalitions

Community groups, unions, and advocacy organizations can help you build a wider support in the community. These groups can help spread the message and mobilize voters for election day.

The truth is that not everyone will win

Keep in mind that running a slate of candidates does not mean that all or none will win. We’ve seen instances where half the slate has won, and half did not. Similar candidates, similar positions, but some win and some lose.

Particularly in local elections, success often comes down to how well particular a candidate is known and liked (or disliked).

Our Recommendations

Our recommendation is that each candidate should have their own website where they control their own messaging and donor experience. It’s fine if someone want to be part of a separate slate website, but any bio links should point to the candidate’s individual website.

Simply trying to ride the coattails of others is a risky strategy.

Ultimately, a politician wins or loses on his or her own merits. Whether a slate of candidates should combine online efforts or not depends entirely on the circumstances.

If you a single candidate or you are running with others, Online Candidate provides a great political website platform. Full-featured, easy to use, and backed with exclusive campaign resources.

How Voter Questions Can Help Shape Your Campaign

Polls and surveys can give you an idea of how your electorate feels about various issues. But the problem with this method is that you are framing the discussion by asking specific questions.

What if you are completely missing the important issues or asking the wrong questions?

You’ll never know unless you ask the voters.

That’s right. Ask voters and constituents to ask you questions about what matters most to them. And then compile their questions and put together answers to share with everyone.

Engaging with voter questions is a way to:

Address constituent concerns.
Enrich your campaign content.
Keep your messaging relevant and tied to your community’s needs and interests.

There are a few ways to set up direct lines of communication.

Accept questions through your campaign website and social media

This allows constituents to easily send in their queries through various channels. Complement this with a dedicated response or FAQ page on your website, where you regularly post answers. This keeps your website dynamic and encourages regular visits from voters seeking information or updates.

“With the recent changes in our local economy, how will you adapt your policies to help those most affected?”

Create videos to answer in person

One easy way to make a lot of rich media content is to simply record a series of videos with the candidate reading and answering selected questions. Distribute your answers across your digital platforms. This not only personalizes your responses but also improves your visibility and engagement.

“How will you address the rising costs of living in our area?”

Hold live Q&A sessions on Facebook or Instagram Live

Ready to go live? Offer a real-time interactive experience through a live event on Facebook, Instagram, or even YouTube. Announce these events ahead of time and gather questions in advance, but also take live inquiries during the broadcast. This format allows for spontaneous and direct interaction. It helps make the sessions more engaging and interesting. You can also use social media posts or additional video for more detailed responses to questions.

“What are your key policies, and how do you plan to implement them?”

Through email and newsletters

Email also offers a more personalized channel for engaging with voters. Include a brief Q&A section in your newsletters and invite questions in reply. If you have more personal questions or concerns, you can respond directly rather than in a public way. Then you can answer the questions using the methods described above.

Through these varied digital methods, your campaign can effectively create content to answer voter questions and build stronger connections.

A List of Our Best Election Slogans

A good slogan enhances visibility and resonance with your electorate. Below is a list of election slogans for political candidates and campaigns. These focus on the theme of electing or voting for a specific candidate. These can be used for local, state, and federal campaigns.

Elect [Name] for Real Reform
Change Starts Here: Elect [Name]
With [Name], We Can Make a Difference
Elect [Name], Champion for Change
[Name]: Working Tirelessly for You
Vote for [Name], Vision for Tomorrow
Elect [Name]: Commitment You Can Trust
Vote for [Name], a True Advocate
Vote for Integrity and Dedication—Vote [Name]
Elect [Name] for Proven Strength
Action Speaks Louder: Elect [Name]
Build a Better [town/city/village] with [Name]
Your Voice Matters—Elect [Name]
Vote for [Name], a Leader for [Smart Growth/Lower Taxes/Etc.]
Time for Change? Vote [Name]
Elect [Name] for Proven Solutions
Revitalize Our City—Vote [Name]
Clean Streets, Clear Future—Vote for [Name]
Choose [Name]—A Fresh Start for [Location]
Leadership You Can See—Vote [Name]
Elect [Name] for Clear Choices
Celebrate [Name]’s Achievements—Reelect [Name]
Vote for [Name], Stand for Independence
[Name]: Fighting for Our Families
Elect [Name] for Effective Solutions
[Name] Works Hard for [Location]—Vote [Name]
Elect a Fresh, Energetic Voice—[Name]
People’s Choice—[Name] for [Location]
Integrity in Action—Vote [Name]
Leading [Location] Into the Future—Vote [Name]
Results, Responsibility, [Name]
Dedication Without Compromise—Vote [Name]
Vote for [Name], the Change We Urgently Need
Trust [Name] for Experienced Governance
Rebuild With Us—Elect [Name]

Here are more slogans specifically for candidates who are running for sheriff, judge, or school board positions:

“Safety First, Safety Always: Elect [Name] for Sheriff”
“Justice Served with Integrity: Vote [Name] for Judge”
“Commitment to Community: [Name] for Sheriff”
“Fair Decisions, Trusted Leadership: Elect [Name] for Judge”
“Protecting Our Future: Vote [Name] for School Board”
“Leadership in Law Enforcement: [Name] for Sheriff”
“Balanced Education for a Brighter Tomorrow: Elect [Name] for School Board”
“Your Voice in Justice: Vote [Name] for Judge”
“Safety, Service, Security: [Name] for Sheriff”
“Educational Excellence for Our Children: [Name] for School Board”

The tough part is picking one that best fits your personality and issues. By using a campaign slogan in promotional materials and advertisements, you can improve your visibility and drive greater voter turnout on Election Day.

Need a Campaign Website?

Online Candidate offers multiple website packages to help you launch fast and look professional. Find out which one fits your campaign.

Political Campaign Tip: Use A Consistent Ballot Name

What’s in a name? If you are running for office, it should be consistency.

For example, if you are appearing on the ballot as “John Quincy Smith,” don’t promote yourself as “John Smith” or “John Q. Smith.” Your political campaign website, signage, and all your promotional materials should match. A consistent ballot name helps build name brand identification and reduces voter confusion.

In the case of write-in ballots, voters must use the correct version of your name. Write-in elections are tough to win, even in the best of circumstances. Proper spelling is important to withstand legal ballot challenges. To make things simple for write-ins, you might want to avoid using your middle name or initials in the campaign. Not every municipality allows for a “sticker campaign,” where a candidate provides voters with stickers with the candidate’s name as registered to attach to ballots as a write-in.

A few years ago, in a local race, a candidate first announced that she was running in a press release using her first and last name. But when the first mailing went out, a middle name was added. By the end of the campaign, the name had morphed to first, middle, and a hyphenated last name. Most voters probably didn’t notice, but for those following the election, the constant name changes may have seemed odd.

Avoid nicknames and middle initials unless they are important to your branding. If the name or nickname is not often used consistently, it can be confusing to both voters and search engines. This can potentially cause your website to rank lower than it should for candidate name searches. On the other hand, sometimes a nickname can help boost voter recognition.

Some candidates have gone the route of completely changing their names to improve their chances of winning. One congressional candidate went so far as to change his ballot name to his website address. Another thought was that his name sounded too feminine, so he had it changed in time for the primary. And then there was the candidate who legally changed his name to ‘Pro-Life’. (The change apparently did not help, as he ran and lost in several elections.)

Finally, make sure that your ballot name is properly spelled out on all election materials, including absentee ballots. Whatever you do, don’t be that candidate who misspells their own name in their advertising!

Checklist Download: Campaign Branding and Marketing Checklist [PDF]

Do Write-in Candidates Ever Win?

A write-in campaign is a type of election in which people who are not on the ballot can nevertheless make themselves eligible to win by receiving enough valid write-in votes. Write-in campaigns are usually low-budget, grassroots efforts that take place in cases where the original candidate has either died, dropped out of the race, or ran unopposed.

It’s not impossible to win an election as a write-in candidate, but the odds are long. They tend to be more successful on a local or state level. There have only been a handful of congressional elections where a outsider candidate won a general election. It takes money and organization—the same things a regular campaign requires—only you don’t have party backing. The tactic is more likely to succeed in down-ballot elections, where a non-ballot candidate can secure a local primary win before succeeding in a general election.

State rules around this process aren’t uniform. Some places ask write-in candidates to officially declare their intention to run and often submit paperwork to either the state or local election office. Other states are more lenient. They let voters write in the name of virtually anyone, without formal requirements.

The role of write-ins in the election process

Write-in candidates have been part of the U.S. political landscape for a long time. Their impact grew significantly in the early 2000s. In recent times, these types of votes have become a popular way for the electorate to express their dissatisfaction with their choices on the ballot.

Some argue that voting for a write-in candidate is a waste of time or shows a lack of understanding of the process. But in some situations, it proves useful. For example, there could be a scenario where a preferred candidate is left out by the parties. With non-ballot submissions, voters can support their top outside choice, potentially swinging the outcome.

While it’s true that they rarely win, write-in candidates play a crucial role. They often bring attention to key issues that matter to voters. Even if they don’t win, their stance on the issues can shape the dialogue of the other candidates.

Even a presidential candidate can win as a write-in. In March of 2024, President Joe Biden won the New Hampshire Democratic primary after the state was stripped of its delegates by the Democratic National Committee. Voters who wrote in Biden’s name allowed him to beat the other primary candidates.

Winning as a outsider is not easy

To win as a outsider, you need to stand out in the crowd and convince the voters that you’re their best choice. A few things that can help with this:

Be authentic: Show your true colors and be yourself. This will help people connect with you and know what they can expect from you in the future.
Be genuine: If you’re not being genuine, it will show through your speech and body language. People will see right through it and not take what you say seriously.
Be passionate: When it comes to winning as a outsider, passion is key! You need to be 100% invested in what you are doing if you want people to believe in your cause or campaign.
Be a good speaker
Have a strong social media presence
Provide detailed plans and ideas on how to solve problems

The challenges of running a write-in campaign include:

Fundraising difficulties and building a network of viable donors.
Lack of promotion and advertising by the candidate.
Securing volunteers to distribute yard signs, bumper stickers, and other promotional materials to supporters.
Finding volunteers to help with the GOTV effort.
Limited coverage by traditional news outlets, which often focus only on major party candidates.
The candidate’s name, where it may be tricky to pronounce, leading to misspelled votes.

You can grow support by door-to-door canvassing, putting up signs, and running a digital campaign using a campaign website, and online advertising.

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The process of a write-in campaign involves drafting your letter of intent and submitting it to your local election office. Then, gather signatures from qualified voters in your precinct. Make sure those signing have read and understood the petition.

Write-in votes may be cast improperly for a variety of reasons.

Provide detailed instructions to voters

Now comes the hard part of the process: Making sure that every vote cast for you is properly cast.

The most important part of write-in campaigns is letting the public how to cast a vote for you. Because voting for a candidate not listed on the ballot is different than a typical vote, you must carefully inform voters exactly what they must do so their votes are considered valid. Many states will not count a vote if the candidate’s name is not spelled correctly. Even where the name is written or the sticker is placed on the ballot is critical to casting a proper vote.

With more states voting by mail, these types of unofficial campaigns are becoming more prevalent. This is why it’s important to know the laws and rules – and to convey them properly to your supporters.

So, can you win as a write-in candidate?

Sometimes, a person can win an election without receiving the most votes. In a hotly contested election, there may be three or more candidates, and one who receives the most votes wins.

Sometimes a write-in candidate can even defeat an unopposed incumbent candidate. This is more likely to happen if the incumbent is unpopular.

Local elections can often be won by unlisted candidates because so few people turn out to vote in them. (Though this trend may be reversing.)

But generally, it takes as much effort, if not more, to get enough voters to choose a candidate who is not on the ballot. It may not be easy, but never underestimate determination and planning.

Create an affordable campaign website with Online Candidate. Every election cycle, we assist hundreds of local and grassroots campaigns.

Spring Cleaning For Your Campaign’s Social Media

Spring is finally here! Days are getting longer, and for many, it’s time for cleaning. If you are running for office, now is a great time to review your campaign social media accounts.

These tips apply to both campaign and personal accounts.

Update your campaign profile account information

When was the last time you updated your social media profiles? Bios and profiles are often filled in when an account is created and then forgotten. Is all the information up-to-date? Are all the relevant fields completely filled in, including a link to your political campaign website?

You may be surprised at the amount of information that is incomplete or out-of-date.

Check your profile images

Others get their first impression of you through your profile (or avatar) image. Make sure that it is up-to-date and professional. If you are using a head shot for person profiles, make sure the image looks professional. Use proper lighting and positioning. (You don’t want it to look like a mug shot.)

Don’t crop your picture from a group photo or use a low-res, grainy image.

Your profile images should be consistent across platforms for branding purposes. While a mobile phone can take great pictures, consider hiring a professional photographer.

Photos and videos make the best content

Campaign photos and videos get attention. You can increase the visibility and engagement of your Facebook and Twitter posts by including photos. You’re more likely to have a post shared if it includes an image. While it may take a little work to add images, it’s worth the effort.

Unscripted, engaging content can get followers attention, such as giving a glimpse of what really goes on behind-the-scenes. Other ideas include supporter testimonial videos or educational content about the issues you are running on. Look at the posts that get the most views and shares. Consider using that material for a paid promotion.

Just make sure that you own or have properly licensed any images or videos that you use!

As an aside, never, ever use your personal Facebook profile for political campaigning activities. We see this all too often and tell clients to create a campaign Facebook page. You can certainly recommend your campaign page to your existing friends and followers, but keep your personal and political activities separate. If you don’t, you could find your account shut down completely.

Use a scheduling tool for your social media posts

While manually posting to social media provides the most control, consider using a scheduling tool. Services such as Buffer or Hootsuite let you share posts across multiple platforms at once. You can also schedule posts for specific times. This makes it convenient to post a series of event reminders and get out the vote notices ahead of time.

Ditch the dead weight from your accounts

It’s better to never start a social media account than to start one and let it become neglected. If you have an account that you have not updated in a while, either use it or shut the account down.

The problem with abandoned profiles is that people who come across them may assume the campaign is over. Or they may follow the dead account and never get follow-ups.

If you shut down your social media accounts, leave a final post explaining that you are finished. You may want to suggest other ways followers can keep in touch. Then remove any links to those shuttered accounts from your website.

Shut down your social accounts gracefully rather than just pulling the plug.

Stay Positive!

You need thick skin to be online. Candidates encounter online comments disparaging them and their campaign all the time.

The most natural instinct is to strike back with a nasty or sarcastic reply. In the end, though, it’s better to take the high road and actively protect your reputation.

Have a plan in place for dealing with negative material. If there is negative material that happens to be true, prepare to address it directly. Fight back against false rumors and information with the truth. Then return focus to the issues that are important to your voters.

How you respond to both large and small crises will define you and your leadership skills for voters.

Use some simple SEO on your social profiles to boost your online presence. Your bios should include the candidate’s name as it appears on the ballot, the year, and the full position that you are running for. Social profiles are also a great place to include your campaign website link. And check your privacy settings.

Talk with your followers; don’t broadcast to them. Reply to comments, even negative ones. Host live Q&A sessions, such as Facebook Live. Watch the social trends for content ideas, and use relevant hashtags when you post.

For more tips and ideas for digital campaigning, subscribe to our email list below and check out our book Running for Office as an Online Candidate.

Image courtesy of debspoons at FreeDigitalPhotos.net

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