Building a Grassroots Campaign

Unfortunately, many candidates, as well as some inexperienced campaign managers, believe that with today’s social media outreach and a persuasive broadcast media and mail campaign, a strong grassroots operation on the ground is not necessary.  However, if a campaign wants to maximize its opportunity for victory, building an effective grassroots effort is absolutely necessary. You cannot have a successful symphony without a complete orchestra and you cannot have a victorious campaign without a competent grassroots operation.

For starters, a fully functioning grassroots operation will enhance your other campaign efforts!  A top-notch grassroots operation will help spread the campaign’s messaging; increase the ability to get campaign funding; provide opportunities to recruit volunteers, and help motivate favorable voters to cast their ballots for the candidate on Election Day.  And, best of all, a well-done grassroots operation costs much less than extensive advertising through social media and paid radio, television, and print advertising.

Most grassroots operations are primarily staffed with volunteers – many being local people who have experience in organizing their political precincts or neighborhoods for other candidates or causes.  It is possible that the campaign can hire a few of these local campaign veterans to help oversee the candidate’s grassroots efforts.  Or, the campaign may decide to recruit a few experienced grassroots organizers to manage its grassroots operation.  Whatever the decision, time constraints dictate that it is vital the campaign does not try to reinvent the wheel.

Both political parties have been conducting very successful grassroots operations for decades.  You must build on that knowledge and that experience. Based on the most recent voter data, both political parties’ national committees – and their Senate and Congressional Committees -- maintain lists of most favorable voter precincts and swing voter precincts, as well as least favorable voter precincts.  These lists are available to credible candidates.  When building the campaign’s grassroots organization, use these lists to target the voters who are likely to be most favorable to the campaign’s candidate or to select the areas which contain significant numbers of swing voters.

To help organize and build grassroots precinct organizations for the candidate, first contact the party precinct chairs or co-chairs already working the key precincts.  When, for whatever reason, that effort is not successful, then recruit new volunteers – preferably young men and women who have some experience and are from the area.  Working together under the direction of the campaign manager and grassroots organizers these key precinct leaders can be motivated and turnout voters not only for Election Day but for fundraising events, political rallies, and messaging events for the candidate.

With competent leadership from the campaign, the best grassroots operations recruit and motivate thousands of voters and volunteers to help turn out the campaign’s favorable and recruit swing voters leaning toward the candidate on Election Day.  In a close election contest, a well-run grassroots effort on the ground can be the difference between winning and losing.  From the experienced grassroots veterans the campaign has recruited to the new, young and motivated volunteers who have joined the campaign’s efforts, this base of support represents a key tool to help the candidate and the campaign be victorious when the balloting is completed.    

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