Network Share with three people: HOW 1. Why I attended today. 2. One thing I want to get out of I LEAD today’s workshop. 3. One Way I Lead.
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AGENDA 8:45AM HOW I LEAD 9:30AM New Hampshire Women in Politics 10:00AM LEVEL UP YOUR LEADERSHIP 11:30AM LUNCH 12:00PM CALLED TO LEAD 1:00PM CAMPAIGNING: Plan the Work, Work the Plan 3:00PM CLOSING
A training powerhouse for women to run as they are for local and state office.
Erin Vilardi FOUNDER AND CEO OF VOTERUNLEAD @ERINVILARDI Appeared on CNN, BBC, WSJ, The Guardian and Fox News and featured in O, The Oprah Magazine as well as numerous international and domestic articles on women and leadership. Serves on the Advisory Boards of Girl Meets World, the New American Leaders Project, and Democracy.com and is on the Leadership Teams of Vision2020 and Political Parity. Executive Producer of Anne Richards’ Texas, a documentary about the late pioneering governor.
What’s the most important thing to bring to public office? Level Up Your Leadership
Level Up 1. Your Why Your Leadership
What is your “Why”? Finish this sentence: I am running for office because I …
I am qualified to lead because I am ____________ and ____________. 1. Know Why: Head and Heart You Are the Best Person to Run Fact and Feeling Way of doing and how you do it. Soft and Hard
Groups of Three • Each person will share one story for 2 minutes • Get feedback for 1 minute • Remember to include details in your story
How to give feedback • What stood out? • What do you remember? • What do you know about her leadership? • What did she Show not Tell? • What detail will you remember tomorrow? • Was there something you wanted to know more about?
90-second pitch “Hi, my name is ___________________________, and I am [ ambition: running for ] _______________________________ because [ story: ] _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________. Please [ ask for action: vote for ] _______________________ me on [ urgency/deadline: ] __________________________ ! ”
Work the Why! • Always come back to your why, work to finesse it. • Push beyond “to make a difference” or “passionate”. • Get specific and lose the color. • Yes, you can have many whys, and will be able to say it multiple ways: o I am running because I... o I believe I am the best candidate for our community because I... o I am bringing ABC to our community in order to XYZ... PRO-TIP: Don’t transition into “we” when talking about your expertise. Claim the I voice. Ex: I led a team of 8 people who accomplished xyz .
Words Matter. Qualified
Expand ● Some words are more descriptive than others. how you ● Use head and heart. ● Keep a document with a kick-ass name: “I am talk about awesome and here’s why.” yourself ● Then, do a personal word cloud or “Wordle”
Goal: Connect your why (i.e. your passion) with your unique qualifications, life experiences and talents, to make the case to voters, donors and media . Why I am running + Unique qualifications = Supporters reason to choose you
What Women Bring
Women legislators sponsor more bills, • pass more laws, and send their districts more money THE More collaborative and bipartisan • Prioritize women's health, families and RESEARCH • write more bills on civil rights, health and education Less likely to vote for war, vote to spend • less on military and less use of force
• Multiple studies have found that women underestimate their qualifications for office compared to THE men • Bills are more likely to die - because BARRIERS not enough support (another reason we need more women!) • Sexism exists on the campaign trail - from voters, parties and donors
6 Self-Assessment Questions: 1. Leadership - What formal and informal positions have you served? 2. Civic participation - Where do you show up in the community? 3. Public Facing Persona - Who are you online and what do you want to present. Start having a POV now.
6 Self-Assessment Questions: 4. Know your why - be able to answer it with all the color and without all the color - You can have more than 1 why 5. Test out new vocabulary to describe your leadership - Go to people you trust & make the case for each word 6. Be ready to answer how you will grow past your gaps - Lots of new folks are entering - it’s an asset.
Faith Winter VRL Training Director and CO State Representative @FaithKWinter Trained thousands of women to run for office at The White House Project Named one of 30 people under 30 showing political leadership by the Youth Vote Coalition, one of the top ten most influential women in Denver by the Denver Examiner, Woman of the year by Colorado Business and Professional Women northwest chapter, one of the up and coming women leaders to watch by Denver post, and the Colorado Democratic Party named her a rising star. Faith loves organizing because she believes the best way to create change is by building power through people. Faith is a VoteRunLead alum from Colorado Go Run.
Choose the title slide you like best, delete the others. RUN AS YOU ARE Campaigning 101: Plan the Work, Work the Plan
Rules for Planning • If you don’t plan you might as well quit! • If you can’t count it, it doesn’t exist! • If it isn’t written down, it isn’t in the plan! • Hire, thank and surround yourself with DOERS not schmoozers!
Why Plan? You have limited. . . •$ •Resources •Time
Steps to a Campaign Plan 1. Lay of the Land 5. Fundraising Plan and Budget 2. Targeting 6. Campaign Team 3. Message 7. Earned Media Plan 4. Voter Contact and Field Plan 8. Timeline
Lay of Land What is really going on in your district? Don’t forget the “neighbor” test. Normal people think about politics for 5 minutes a week. • What is Beyonce’s daughter’s name? • When does Scandal come back on tv? • Who Is Gwen Stefani dating?
Lay of the Land - Reality •Actual Numbers #’s •Information About You •Political/Cultural Information •Important Dates and Events •Movers and Shakers •Opposition Research
Lay of the Land Picture of worksheet https://voterunlead.org/resource/campaign-plan-p art-1-understand-the-game/
Information About You Important Dates & Events Opposition Research - - - Actual #’s Political/Cultural Info. Movers and Shakers - - -
Targeting • You cannot talk to everyone! • Your job is to get 51% of the vote! • Strategy vs. Tactics • Strategy: the plan to get to people who will vote for you & why? • Tactics: the tasks you do to accomplish your strategy.
High Support Undecided Low Support for You about you for you Base Vote (#3) Persuasion (#1) Opponent’s Base High Voter Turnout Turnout (#2) Unaffiliated Opponent’s turnout Medium Voter Turnout Low Turnout Unaffiliated and Opponent’s rarely Low rarely votes vote Voter Turnout
Voter Contact and Field Plan Set goals on your contact number for: • Tier 1: Persuadable Voters • Tier 2: Turnout Voters • Tier 3: Base Voters
• Door Knocking • Live Phone Calls More Effective • Handwritten Postcards • Social Networking Strategy More Time Intensive & Expensive • Outreach Events • Lit Drop • Mail The fun part – tactics! • Earned Media • Website • Advertising (tv, radio, print, online) • Blogs, online news • LTE Campaign Less Effective • Robo Calls Less Time Intensive & Expensive • Visibility
Successful Door Knocking • Field Kit (directions, sample door knock, tally sheet, thank you letter, contact sheet) • Get the voter file and get trained • Determine Door Knocking Universe • Set weekly, monthly goals • Prioritize precinct based on voter type and density
Volunteer Math • Phone Banking or Text 1 person, 1 hour = 30 calls • Door Knocking 1 person, 1 hour = 20 doors • Lit Dropping 1 person, 1 hour = 30 doors • Handwritten Postcards 1 person, 1 hour = 25 postcards • Law of Halves: 10 people to volunteer, 20 people need to say yes, you need to ask 40
Separate GOTV Plan • Who to contact and when • Vote by mail program? • Absentee ballots – who are we targeting and how are we talking to them? • Poll Watchers and Reporting • Flushers • Rides to the Polls • Visibility
Fundraising Plan and Budget • Number one rule – it is based on what you need to do to win, not on what you think you can raise • Make sure to include revenues, expenses and cash flow in your plan • Create a Cadillac budget, Mini-Van (realistic) budget and a Pinto budget • 75-80% should be spent on voter contact
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