Why Every Political Campaign Needs a Google Account
If you are running for local office, consider creating a Google account for your political campaign. You may already have a personal Gmail account, but creating a new Google account for your campaign will help separate your personal activities. Many candidates create a campaign Gmail account long before they start election activities, so they don’t end up accidentally sharing their personal life with the public.
A dedicated campaign Google account also helps keep ownership of important digital tools under campaign control. Your website analytics, Search Console access, YouTube channel, shared documents, calendar, and ad accounts should not be tied to anyone’s personal email address.
What Does a Google Account Give You Access To?
When you create a Gmail account, it allows you to create a Google account at the same time. A campaign Google account provides you with access to a number of tools, including:
Gmail: Gmail is a free email account with a large storage capacity. You can manage your emails by classifying them under different labels, and you can search within your mailbox. Your Gmail account ties into other Google services seamlessly. Having a central email account keeps communications in one location.
Google Analytics 4 (GA4): Understanding visitor behavior is important for a strong campaign website. GA4 helps campaigns understand how visitors find and use their website. GA4 can show which pages people visit, where traffic comes from, and whether visitors complete actions such as donation clicks, volunteer signups, or contact forms. This aggregate data can help you improve campaign messaging, landing pages, and calls to action.
Analytics code can be easily added to your Online Candidate campaign website.
Google Ads: As your campaign gets going, you can use Google Ads to promote your campaign and reach voters online. Google’s political ad policies include strict verification and targeting rules for election-related advertising. Campaigns generally cannot use audience targeting tools such as remarketing, Customer Match, third-party audience lists, or geographic radius targeting for election ads. However, political campaigns may still use allowed targeting such as geographic location, age, gender, and certain contextual targeting options. Online advertising helps build awareness and can help with your GOTV efforts.
Google Calendar: Use this organizing tool to share your schedule with your campaign staff and contacts. You can integrate your calendar with Gmail and view your schedule from within your mailbox.
YouTube: YouTube is the world’s largest video portal. It’s free to upload your campaign videos and embed those videos right into your campaign website. If your campaign plans to run YouTube video ads through Google Ads, you will need to complete Google’s political ad verification process.
Google Docs and Google Drive: With a free Google account, you can create documents, spreadsheets, presentations, and forms that accept user input. You can share these documents with others. These tools are also part of Google Workspace, which offers paid options for campaigns that need custom email addresses, enhanced security, and better collaboration tools for staff and volunteers. It’s easier and more secure to work on documents from a central location, rather than relying on email attachments.
Google Apps Can Be Useful for Your Political Campaign
A Google account can become one of the central accounts for your campaign’s online activity. It can be used for your campaign email, website tracking, video hosting, advertising, file storage, and team organization.
Make sure the account is secured with a strong password and two-factor authentication. The account recovery email and phone number should be controlled by the candidate, campaign manager, or another trusted person with long-term responsibility for the campaign.
Don’t giving the main account password to anyone who does not need it. Whenever possible, use permission settings inside Google Drive, Google Ads, Google Analytics, and Search Console to grant access without giving away full control of the account.
You’ll Need an Account to Advertise on Google
Google Ads is an advertising platform that enables users to bid for ad placements in search results and across the web. Political candidates and organizations can advertise on Google, but there are strict limitations and verification requirements.
For election ads, Google limits the types of targeting campaigns can use. Campaigns may use approved targeting options such as location, age, gender, and contextual targeting, but they cannot use many audience-based tools that are common in commercial advertising. This includes restrictions on remarketing, Customer Match, and certain voter or audience list targeting.
Google also maintains public transparency tools for political advertising. Campaigns should assume that their ad spending, creative, advertiser information, and certain targeting details may be publicly available. This is designed to help protect people from election interference and reduce the spread of misinformation.
More details on Google’s political ad policies can be found here:
https://support.google.com/adspolicy/answer/6014595?hl=en
To run political ads, your campaign needs to be verified before your ads can run on Google. The verification process may involve submitting identification, campaign documentation, and disclaimer information for transparency. A similar authorization process exists for Facebook advertising.
You can create your own Google account at: https://accounts.google.com/
For more help on building your online campaign, check out our book, Running for Office as an Online Candidate – or get all our ebooks in our Combo Package.
How to Prepare Before Running for Office: A 12-Month Timeline
Running for office is a big decision—and announcing your campaign is only one part of the process. Long before you make anything official, there’s important groundwork to lay if you want to run a strong, organized campaign. This early phase, often behind the scenes, is your chance to plan, prepare, and build support without the pressures of public scrutiny. What you do now can set the tone for everything that follows.
In this post, you’ll find 10 key steps to take before you announce, along with tips on timing and examples to help you get started.
1. Make the Personal Commitment (12–10 Months Before Election Day)
Running for office doesn’t start with filing paperwork. Rather, it begins with a personal decision. Before you tell anyone outside your closest circle about your decision to run, you need an honest conversation with yourself and your family. Campaigning, even running for office at the local level, is a major commitment. It takes time, energy, and often your own money. You’ll be stepping into the public eye, and your schedule will quickly fill with events, meetings, and campaign responsibilities.
This is your moment to step back and ask:
- Do I have the time to commit to this campaign? Even a part-time race can feel like a full-time job as Election Day approaches.
- Is my family ready? Campaigns are public and can put stress on personal relationships. Having your family’s support will be critical.
- Can I handle public scrutiny? As a candidate, people will look at your personal life, your job history, and anything you’ve said or posted online.
Many successful candidates spend two to three months in this stage. They consult with close advisors and quietly explore whether running makes sense for them personally and professionally. This is not the time to rush decisions. It’s the time to listen, reflect, and build confidence in your choice to run.
Begin these conversations 12 to 10 months before Election Day. Thoughtful planning now makes everything that follows easier and more effective.
Free Tool: Are You Ready to Run for Office? Take a Self-Assessment Survey.
2. Learn the Rules and Requirements (10–9 Months Before Election Day)
Understanding the legal rules of the race is the first step toward running a compliant—and successful—campaign. It may not be exciting, but skipping this part can derail your campaign before it even starts.
The basics are different in every state and district, so don’t assume you already know the process. Start by getting clear on:
- Finding out how to get on the ballot. This varies by state and office. Some positions require collecting petition signatures; others involve filing fees.
- Knowing your deadlines. Filing windows can open months before Election Day and often close well before the public is paying attention. Missing these dates means you’re out before you even begin.
- Understanding campaign finance laws. You’ll need to track every dollar raised and spent, and you may have to file regular reports with election authorities.
- Residency requirements. Some offices have strict rules about how long you must have lived in the district or ward you’re running in.
- Confirming any office-specific qualifications. For example, age minimums or professional credentials (sometimes required for certain roles, like school board, sheriff or judicial positions).
Begin your research 10 to 9 months before Election Day, even if you think you already know the requirements. Laws change, and early knowledge lets you plan your timeline with confidence. In many cities, school board candidates need to gather signatures months in advance of the general election. Starting research early ensures you’re not scrambling at the last minute to collect what you need.
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3. Research Your District and Potential Opponents (10–8 Months Before Election Day)
Successful campaigns are built on understanding the landscape—who votes, what they care about, and who you’ll be up against. Too many first-time candidates skip this step and end up reacting instead of planning. Solid research now allows you to make smart, targeted decisions later.
What You Need to Do
- Study your district demographics. Who lives there? What are their priorities? Look at voter registration numbers (party affiliation, age, turnout trends).
- Review past election results. What was the voter turnout? How close were previous races? This can tell you if the seat is competitive.
- Identify potential opponents. Incumbents, challengers, or perennial candidates—know their strengths and weaknesses.
- Understand the key issues. What matters most in your community? Taxes, schools, public safety? This will help you refine your message.
- Write your personal profile. This is the time to start putting together your candidate biography that tells your story to voters.
Do this research 10 to 8 months before Election Day. You want to identify opportunities—and obstacles—early, so your campaign strategy isn’t built on guesswork.
Tip: If voter turnout in your district is historically low in non-presidential years, you may need to focus more on door-knocking and Get Out The Vote (GOTV) efforts rather than big media buys. Understanding turnout trends gives you time to adjust your outreach strategy before you launch.
4. Build Your Inner Circle (9–8 Months Before Election Day)
No candidate wins alone. Long before your campaign goes public, you need a trusted inner circle to help you make smart decisions and stay on track. These are the people who will support you through the ups and downs and provide honest feedback when you need it most.
What You Need to Do
- Recruit a campaign manager (or someone to fill that role). Even in small races, you need a point person to coordinate efforts, keep things organized, and manage day-to-day operations.
- Choose a treasurer. Campaign finance laws are strict, and you’ll need someone responsible for handling contributions, expenses, and reports.
- Find trusted advisors. These can be friends or local leaders who will offer honest feedback on strategy, messaging, and outreach.
Many first-time candidates recruit a campaign treasurer from among their most organized, detail-oriented friends—someone who’s good with spreadsheets and understands the importance of keeping everything above board. You may also want a seasoned community member to serve as an advisor who knows the political landscape and can help you avoid common pitfalls.
Start assembling your core team 9 to 8 months before Election Day. Having the right people in place now will make planning and execution much smoother once your campaign goes public.
Online Candidate offers multiple website packages to help you launch fast and look professional.
5. Start Fundraising Quietly (8–7 Months Before Election Day)
Raising money early gives your campaign momentum, credibility, and the financial flexibility to move fast when you announce. Many first-time candidates underestimate how much time and effort fundraising requires. Starting quietly, with the people who already believe in you, makes the process less intimidating—and sets you up for success.
- Begin with your personal network. Reach out to close friends, family, and professional contacts who believe in you. These are your early supporters and potential donors.
- Set an early fundraising goal. This is often your “seed money” that covers launch expenses: filing fees, initial printing, and event costs.
- Track every contribution carefully. Even informal donations need to be accounted for once your campaign is official. Work with your treasurer to stay compliant with local and state reporting laws.
Some candidates hold informal “kitchen cabinet” meetings. These are gatherings with close friends and early donors—to raise their first $1,000–$5,000. These funds often cover early outreach and event planning. Consider offering early supporters the opportunity to be part of your “founding circle” to give them a sense of ownership in your campaign’s success.
Begin fundraising 8 to 7 months before Election Day. A strong financial start makes it easier to attract larger donors, key endorsements, and volunteer support once you announce.
6. Increase Your Visibility Quietly (7–6 Months Before Election Day)
Before you announce, it’s important that you become a familiar and trusted presence in your community. You want people to recognize your name and associate it with involvement and leadership—even without signaling that you’re running just yet.
What You Need to Do
- Attend local events regularly. Town halls, school board meetings, charity events—be seen as an engaged community member.
- Volunteer or support local initiatives. Choose causes aligned with your values and issues you plan to advocate for.
- Engage on social media. Share thoughtful commentary on local issues without campaigning. Start becoming part of the conversation.
For example, a future city council candidate might participate in a neighborhood cleanup or support a local small business initiative—showing commitment to the community without overt political messaging.
Begin increasing your visibility 7 to 6 months before Election Day. Building genuine relationships now can make your official announcement feel like a natural next step, rather than a surprise.
7. Hone Your Message and Platform (6–5 Months Before Election Day)
You need to be crystal clear about why you’re running for office—and what you stand for. Voters need to understand your story and the specific issues you’ll champion. A focused, consistent message will help you cut through the noise and connect with the people who matter most.
What You Need to Do
- Clarify your “why.” Why are you running? Why now? What do you hope to accomplish in your elected position?
- Identify 2–3 key issues that matter most to your district and align with your experience or passion.
- Test your message. Share your ideas with trusted advisors, potential supporters, and community leaders to get feedback.
For example, a school board candidate might focus on “improving school safety” or “expanding career readiness programs” based on concerns raised by parents and teachers during informal conversations. The more your platform reflects real community priorities, the easier it will be to build support.
Start honing your message 6 to 5 months before Election Day. A clear, confident message makes your campaign announcement—and everything that follows—far more effective.
8. Plan Your Announcement Strategy (5–4 Months Before Election Day)
Your campaign announcement sets the tone for everything that follows. It’s your chance to make a strong first impression and build momentum. The more thoughtfully you plan it, the more effective your launch will be.
What You Need to Do
- Choose the right date. Coordinate your announcement with filing deadlines, local events, or news cycles that may impact timing.
- Decide on the format. Will you announce at a live event, post a video on social media, or hold a press conference? Pick what fits your audience and your resources.
- Prepare your materials in advance. Draft your announcement speech, press release, and talking points. Have campaign photos, logos, and branding ready to go.
- Line up early supporters and endorsements. Ask key individuals to stand with you (literally or figuratively) to show you already have momentum and community backing.
A candidate for county legislature might hold their announcement at a popular local park surrounded by family, friends, and key supporters, followed by a social media campaign sharing the announcement video.
Start planning your campaign announcement 5 to 4 months before Election Day. Having everything ready to go ensures a smooth, impactful launch and sets the tone for your campaign.
9. Prepare Your Campaign Infrastructure (4–3 Months Before Election Day)
Once you announce your candidacy, things will move fast. Having your systems in place ahead of time allows you to stay focused on voters—not scrambling behind the scenes.
What You Need to Do
- Open your campaign bank account. Make sure your campaign finance accounts are set up in compliance with local and state finance laws.
- Organize your donor and volunteer lists. Use spreadsheets or a simple CRM to track supporters, donors, and contacts from the start.
- Draft and finalize campaign materials. Get brochures, yard sign designs, and palm cards ready so you can hit the ground running after your announcement.
- Set up your voter data system. If voter files are available in your state, obtain them and start organizing lists for outreach and GOTV efforts.
A first-time city council candidate might use simple tools like Google Sheets and Aweber at this stage before investing in more complex systems later in the campaign. Keep things simple early and grow your systems with your campaign.
Complete this infrastructure setup 4 to 3 months before Election Day. The more you prepare now, the more time you’ll have later to connect with voters.
10. Strengthen Key Relationships Before You Announce (3–2 Months Before Election Day)
The final step before announcing your candidacy is locking in the people who will stand beside you when you go public. Early endorsements, volunteer commitments, and trusted allies show that you already have support—and they can amplify your message from day one.
- Secure endorsements from respected community leaders. These might include elected officials, local business owners, clergy, or heads of community organizations.
- Reconfirm your core volunteers and donors. Make sure they’re ready to publicly support you and help with your campaign launch activities.
- Have one-on-one conversations with key supporters. Personal conversations make people feel valued and invested in your success.
A candidate for state representative might arrange a personal meeting with a respected school principal or popular business owner to time their endorsement with the campaign announcement. This creates a ripple effect—giving your announcement extra credibility and reach.
Start strengthening these relationships 3 to 2 months before Election Day. Giving people time to prepare makes it easier for them to be active participants in your launch.
Tip: Holiday political campaigning should be minimal, if at all.
Bringing It All Together
Announcing your campaign is just one moment in a much larger journey—one that starts months before anyone knows you’re running. The groundwork you lay in the quiet phase determines how smoothly your campaign launches and how effectively you connect with voters.
By securing early support, fine-tuning your message, and organizing your campaign infrastructure ahead of time, you position yourself as a serious, prepared candidate from day one.
Online Candidate provides affordable political campaign website design and marketing services.
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Holiday Political Campaigning in December: What Candidates Should Avoid
This message came to several of our business email accounts on early December morning:
I’m Running for Congress
My name is [REDACTED], and I’m running to be the next US Congressman for [REDACTED] Congressional District.
And the email went on for another 400 words about the candidate, why he’s running, and then ended with a “Donate Now” button.
Seriously?
Putting aside the fact that our email was harvested for the spam message, it raises the question: what was the point of an announcement like this in December?
Why Holiday Political Campaigning Backfires
If you’re preparing to run for office in the coming year, you’re probably energized and eager to get the word out. That enthusiasm is great. It just needs to be timed well.
December is one of the worst months for active campaigning because:
- Voters are focused on family, travel, and celebrations.
- Election season feels far away.
- Fundraising messages and political asks land as noise.
- Outreach risks being ignored or viewed as inconsiderate.
Holiday political campaigning often does more harm than good. At best, it’s brushed aside. At worst, it annoys the very people you’ll need later.
What You Should Be Doing Instead This Month
December is ideal for preparation—not persuasion. Successful candidates do their real work long before primary season begins.
As Sun Tzu said, “Victorious warriors win first and then go to war, while defeated warriors go to war first and then seek to win.”
This is the time to:
- develop your core messaging
- gather your campaign team
- map out your election-season strategy
These early steps give you a real advantage once voters start paying attention again in January.
Hold Off on Active Campaigning Until After the Holidays
Avoid active outreach during major holidays, especially in December. This includes New Year’s Day and other high-distraction periods like Thanksgiving, Memorial Day, Independence Day, Labor Day, Veterans Day, and even Super Bowl Sunday.
Voters aren’t in the right frame of mind, and your outreach won’t land the way you want.
And the final kicker?
The candidate who spammed us didn’t even have a working campaign website.
Related: How to Prepare Before Running for Office: A 12-Month Timeline
Political Campaign Fundraising FAQ: How to Raise Money for Your Campaign Online
The pursuit of public office is closely tied to the pursuit of raising money. If you’re a political candidate today, you’ll need funding to mount an effective campaign. And if you’re new to the process, get up to speed early—don’t wait until the thick of election season.
Key takeaways:
- Choose a Secure, User?Friendly Donation Platform: Opt for a platform with strong security and easy integration with your campaign website.
- Optimize the Donation Page: Keep it simple, distraction?free, and clear on impact.
- Use Structured Donation Levels: Offer suggested amounts plus a custom option to lift average gift size.
- Maximize Your Website: Clear CTAs, strong story, and a straightforward donation flow boost conversions.
- Integrate Fundraising: Align appeals with your overall campaign messaging and site content.
- Leverage Storytelling & Personalization: Emotion and relevance drive action.
- Stay Compliant & Say Thanks: Follow campaign finance rules and promptly acknowledge every donation.
How do I set up a secure online donation platform?
To set up a political campaign donation page, start with a trusted fundraising platform. Make sure it has SSL encryption, PCI compliance, and simple reporting for campaign finance laws. It should plug right into your campaign website and support multiple payment options, including mobile wallets like Apple Pay and Google Pay. Before launch, test it end?to?end so you don’t run into broken links or failed payments.
Before you raise a dollar: open a campaign bank account. Then compare political donation platforms and choose one that fits your race and reporting needs.
Pro tip: We’ve seen too many candidates skip testing—only to send a bad link or discover the processor wasn’t approved. Don’t let that be you.
“In all, just 158 American families had donated half of all the money to candidates on the ballot [in the 2016 election].” — Evan Osnos, Wildland: The Making of America’s Fury
Related: How Online Political Donations Work
How can I improve my donation page?
A strong donation page is simple and distraction?free. Use a clear call?to?action like “Donate Now,” show suggested amounts, and let people enter their own number. Highlight security and explain how contributions will be used. A clean, mobile?friendly page can dramatically increase online campaign contributions.
- Design for clarity: Minimal fields. Easy to scan on mobile.
- Reinforce trust: Security badges, privacy/refund links.
- Suggested amounts + custom: Keep max within legal limits.
- Show impact: “$25 prints 50 door hangers,” “$100 boosts one day of ads.”
Example: A mayoral candidate adds a progress bar and “$25 funds 50 door hangers.” A congressional race embeds a short video and a “Why donate now?” panel.
Can offering different donation levels increase contributions?
Yes. Donation tiers give donors a nudge to give more. List a few preset amounts—low, medium, and high—and always include a custom field. That way, someone who can give $1,000 won’t stop at $500. This simple step encourages higher political donations.
Related: What To Know Before You Accept Political Donations Online
How can my campaign website help maximize fundraising?
Your website is the hub of your political fundraising strategy. Add donate buttons in your header, footer, and on key issue pages. Tell your story and show what donations achieve. Keep everything mobile?friendly. A fast, easy donation process helps your campaign raise more money online.
How can I integrate fundraising with other aspects of my website?
Integrating fundraising into your campaign site means making it part of the experience. Add donation links in blog posts, event pages, and policy sections. Use QR codes at rallies and supporter testimonials on your homepage. This creates a seamless political fundraising experience.
- Unified messaging: Keep appeals aligned with your platform.
- Strategic placement: Link to donate on high?traffic pages.
- Content synergy: End posts with “See how your donation powers this work.”
- Event integration: Use donate links and QR codes for live and virtual events.
- Testimonials: Add quotes from community leaders and supporters.
- Transparency: Share goals and milestones to motivate action.
“The money in politics is a cash cow for the media.” — Noam Chomsky
What types of content can I use to promote fundraising?
Political fundraising content should be varied. Short videos, blog updates, infographics, and testimonials all work. Show exactly how donations help your campaign. Engaging content makes supporters more likely to give and share your message.
Ideas: City Council: recap a community clean?up + donate CTA. State Rep: infographic on legislative priorities + “Help us scale outreach.”
Can social media enhance my fundraising efforts?
Absolutely. Social media fundraising for political campaigns is one of the fastest ways to build momentum. Share your donation link often, use built?in tools like Facebook fundraisers, and interact with supporters. Social engagement helps drive donations back to your campaign website.
What makes a fundraising message more compelling?
A compelling fundraising message is specific and authentic. Tell donors exactly what their contribution funds—“$50 prints 1,000 door hangers”—and tie it to your campaign’s goals. Keep the voice genuine. Visuals like photos and short videos make appeals even stronger.
How can I use storytelling to boost online donations?
Political storytelling is one of the best ways to raise money. Share real stories from your community, structure them with a beginning, middle, and end, and show how donations make a difference. People respond when they see themselves in the story.
More on political storytelling.
What are best practices for raising money through email?
Email fundraising works best when it’s targeted and simple. Segment your list, use strong subject lines, and focus each email on one clear ask. Track open rates and conversions so you can refine your campaign email fundraising strategy over time.
How do I communicate urgent donation needs?
Urgency drives action. Use time?sensitive language like “Donate before midnight” or “We’re $500 short of our goal.” Show progress bars or countdowns to make deadlines real. Urgent political fundraising appeals often perform best in the final stretch of a campaign, especially near GOTV.
How can I attract first?time donors?
First?time political donors need a simple, trustworthy experience. Keep the process quick, highlight why their first gift matters, and use social proof—like “Join 1,000 supporters who’ve already donated.” Make it easy on mobile to expand your donor base.
What role do recurring donations play?
Recurring donations give your campaign a steady stream of income. Add a “Make it monthly” option on your donation form and remind donors how much sustained support matters. Monthly donor programs build long?term stability.
How should I handle and acknowledge small donations?
Every dollar counts. Always acknowledge small campaign donations with a thank?you email, text, or even a shoutout on social media. Thanking political donors—large or small—builds trust and encourages them to give again.
How can donor feedback improve my fundraising?
Ask your donors what’s working and what’s not. Use surveys, email replies, or quick polls on social media. Acting on donor feedback shows you value their support and helps improve your political fundraising strategy.
How do I ensure my fundraising efforts are legally compliant?
Compliance in political fundraising isn’t optional. Learn the campaign finance laws for your race, use platforms that capture required donor info, and keep accurate records. File reports on time. When in doubt, check with a campaign finance attorney.
What other channels should I consider (beyond the website)?
- SMS (text?to?donate): Opt?in texting drives fast, small?dollar gifts; link to your donate page.
- Peer?to?peer (P2P) pages: Let supporters host their own mini?fundraisers to tap new networks.
- Event checkouts: QR codes and mobile POS at rallies, meet?and?greets, and house parties.
What mistakes should I avoid in online fundraising?
Common fundraising mistakes include long forms, vague asks, and forgetting to thank donors. Don’t ignore data—track what’s working and adjust. And don’t underuse social media. Avoiding these errors in political fundraising will help your campaign raise more money.
Final thoughts
Raising money is hard, but a secure platform, a streamlined donation page, and consistent, authentic storytelling make it far more achievable. Keep your appeals aligned with your message, report progress, follow the rules, and thank every supporter.
Need a fundraising?ready campaign website? Get started today.
Related: Comparing Political Donation Platforms – Our Recommendations
Our book, Running for Office as an Online Candidate is designed packed with strategies for local political and issue-specific campaigns. It is available for download and in print from Amazon.com.
What Are The Basic Requirements To Run For Public Office?
Local government is the fundamental building block of our government structure. Local officials and agencies are in the best position to understand the needs of the constituents they serve, and actively work to solve their problems by improving infrastructure, education, and other key aspects of life.
Running for office is a great way to make a difference in your town, city, or county. If you are planning to run, then you need to prepare yourself by learning about the position you seek, getting your name out to the public, and learning how to build out a campaign organization.
But before you do all that, one of the first steps to run for elected office is to find out if you are qualified to be a candidate. This applies if you are running for council, mayor, sheriff, judge, state legislature, or even for a position on your local school board.
All elected positions have specific qualifications
To be eligible as a state, county or local political candidate, there are basic qualifications you’ll need to meet. These requirements are determined by the laws and regulations of your state and district.
There are three basic requirements to hold political office in the United States:
- You need to be a citizen.
- Be least 18 years old.
- Live in the district you want to represent.
These conditions will apply no matter your political party or even if you are a write-in candidate. In some states, you must be a resident of the district for at least one year or two years before the election.
Even local elections cost money. There’s no getting around that.
Local offices are generally the most affordable of all political offices. It is not uncommon for someone to run for local office with hardly any money at all. However, most candidates must raise funds to pay for their campaigns.
The cost of running a political campaign depends on the position sought, the number of people running for office, and how many votes are needed to win. A local election can usually cost anywhere from a few hundred dollars to a $1 million or more.
The 2021 Boston mayoral race was one of the most expensive races in American history, with candidates spending over $5 million combined. It’s a city, but still a local race.
Local races typically raise and spend far less than campaigns for a state or national office. Regardless, it is necessary to put together a budget and a strategy to raise money. Even if you don’t think you’ll need to spend too much, your opponent may be preparing otherwise…
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You need time to prepare for your campaign
The process of political campaigning is not easy. Running for local office is not as difficult as running for a national office. The run time of the campaign varies depending on the type of position you are aiming to win, but it can be anywhere from one to two years.
You need enough time to prepare yourself, your family and to get the word out about your intentions.
Some years ago, we had a candidate run for village council. It was a small, local race that only lasted a month or two. A week before the election, the candidate was asked by a newspaper about where he stood on a major local issue. He said he ‘didn’t want to tip his hat’ too early. Because he waited so long to ramp up his candidacy, he never got the chance.
And he didn’t win the election.
Registering to run as a political candidate
Registering a campaign committee is the first official step to gaining access to the ballot for a primary or general election. This can be done through your local board of elections office.
Each office has different guidelines. Whether you are an experienced politician or just getting started, you and your team will need to follow any compliance rules. Contact your local board of elections for more information on how to get on the ballot.
A bank account and financial structure must be established
Almost every campaign is going to require money to be spent on advertising, staff, and other expenses. The first step to running for office is to have a dedicated campaign bank account. This account will allow you to take in money through donations and spend money during the election season.
You’ll need to put together a campaign team
Election campaigns need a diverse range of staff to be successful. They need people to arrange events, make phone calls, knock on doors, and raise money. Individual roles in include a treasurer, volunteer coordinator, communication director and various consultants.
Some positions on the team are more important than others. For example, a campaign manager is usually the most important person in charge of the campaign. They must make sure that everything is done on time and to plan.
The lack of a campaign manager can be a recipe for disaster. A well-run campaign needs a combination of organization, strategy, and execution. Without the right person in charge, even well-spoken candidates might find themselves in trouble.
Tip: In almost no circumstance should a political candidate act as their own campaign manager.
Start the campaigning process
Be informed and know your positions on the issues that are happening in your district. You should also know your district boundaries, and familiarize yourself with voting districts. There are many different viewpoints and opinions, so it is important to be aware of all sides as you develop your election platform.
Other questions
Are there legal or criminal background restrictions for running for public office?
Legal or criminal background restrictions vary by jurisdiction. Some areas disqualify candidates with felony convictions, while other may have less stringent criteria. You’ll need to check your local election laws for specific restrictions or details.
How does the political party system influence the process?
Navigating the political party system involves understanding local party dynamics. Candidates should research their party’s stance on issues. They might also consider the benefits of running as an independent. This choice depends on the local political landscape.
What are the common pitfalls or mistakes first-time candidates make?
First-time candidates often enter a race with a lack of planning and poor organization, often consisting of the just the candidate and maybe a few other volunteers. To avoid these common pitfalls, candidates should start preparing early and get a reliable team together as soon as they can.
If you are running for county or local government, there are certain prerequisites you will need to meet. Learning what you need to know head of time will you save time and effort as you prepare to start your campaign.
Getting ready to run? Start your campaign with Online Candidate. We provide campaign website packages and marketing services for candidates.
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.
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