Public confidence in Congress is at historic lows. Gallup’s most recent tracking numbers show only 7 percent of Americans place either “a great deal” or “quite a lot” of confidence in Congress, and we think it’s safe to say that number won’t be on the rise anytime soon.
The U.S. military, meanwhile, has maintained its standing as one of the most trusted institutions in the country, according to the same Gallup tracking data. A full 74 percent of Americans say they have a high level of confidence in the military. And we know military service can often translate to instant credibility on the campaign trail.
Despite the faith Americans have in the armed forces, the number of veterans in Congress is the lowest it’s been in decades. After Vietnam, more than three quarters of Congress had served in the military. Now only 20 percent of the House and Senate are veterans.
That number could soon change. For the first time since Vietnam, a large crop of combat veterans who have returned from Iraq and Afghanistan are getting involved in politics. But from what we’ve observed, too many of these potential leaders are sitting on the sidelines, either disillusioned with politics or puzzled about the intricacies of running for public office. This advice is directed toward them.
If you want to run for office without looking like an unprepared second lieutenant, here are five rookie mistakes to avoid.
1. Not Understanding the Terrain
You probably have plenty of experience with counterinsurgency, but as a new candidate, you’re the insurgency, and understanding the local terrain will be crucial to your success. Nevertheless, we’ve seen countless veterans try to run for office in districts where they’ve spent little time, if any. This is not a recipe for victory.
Take the time to learn your district and immerse yourself in the community and its people. Join a civic organization, volunteer with your local party, and show up for town hall meetings. Get involved with veterans organizations in your area—you’ll have a ready-made team of volunteers once you declare your candidacy.
Give some of your time to a local board or committee. Most cities have plenty of vacancies; you’ll have the opportunity to get to know other local leaders and see how the sausage really gets made. Help out with political campaigns in your area by volunteering or contributing financially, and engage local campaign staffers and consultants who can paint a picture of the type of campaign that wins.
Lastly, and this should go without saying, you’re not civically engaged if you don’t vote. While your ballot is secret, your voting record is not. It’s tough to ask constituents to vote for you if you can’t be bothered yourself. Vote in every election.
2. Setting the Bar Too High
Think of the best lieutenants you’ve ever served with, and ask yourself, “How prepared were they to command an entire brigade?” If you’re running for Congress without any other political experience, that’s a good approximation of how successful you’ll be, no matter how talented you are.
The reality is that veteran candidates make excellent sacrificial lambs, and parties may exaggerate your chances (and the support they’ll provide) to encourage you to run. Remember “Spies Like Us,” where Chevy Chase and Dan Aykroyd are rushed through training and sent on a high-stakes mission, only to realize they’re being used as decoys?
Hopefully this never happened to you in the military, but veterans are frequently nominated for congressional races they have no hope of actually winning. In fact, this year’s candidates with military experience have been nominated for significantly fewer competitive congressional seats than their non-veteran counterparts.
So consider running for a down-ballot office first. Great things are done in state legislatures and city councils all across the country. The fruits of great leadership are most evident in the towns and communities where we live. Win office there, and learn the fundamentals where the battleground is more forgiving. The chances of winning are greater, and the need for resources is not as burdensome.
3. Swift-boating Yourself
Your military record is like heavy artillery. When used judiciously it can be a huge asset, but if you’re careless with it you might inadvertently destroy yourself. Whether due to political tweets during drill weekend, inaccurately (and often unintentionally) misrepresenting one’s military record, or using an old military photo in a campaign ad without the required disclaimer, it’s amazing how many campaigns are needlessly damaged.
Have someone do a FOIA request to find out what your opposition and/or the media might learn about your military service. You’d be surprised by how often an innocent discrepancy arises between your narrative and the official record. If you’re still in the reserves or retired, make sure you’re complying with DoD Directive 1344.10, which governs political activity by members of the military. Whatever you do, don’t exaggerate what you actually did in the military.
4. Being a One-Trick Pony
Just as wars aren’t won with artillery alone, your campaign needs to be about more than your military record. Veteran candidates often generate initial excitement from the press and local leaders, which can encourage the campaign to focus on this positive asset. But this early enthusiasm will not spell victory unless it’s used to pivot toward issues that voters will care about on Election Day.
Your military record can help you, but talking about it more won’t strengthen that advantage. In fact, it can distract you from focusing on key campaign issues. Highlight your military experience as one part of your narrative, and temper it with other life experiences that voters will relate to. Hone your stance on the issues. People will form mostly positive assumptions when they know you have a military background. Being engaged with the issues and adding to it with business experience and community engagement will make you a formidable candidate.
5. Failing to Raise Money
Imagine fighting a war without enough ammunition, and you’ll have a pretty good idea of how your campaign will fare if you can’t raise enough funds. Unless you’re rich, you’ll need to raise money to spend on everything from yard signs to TV ads. That means hours upon hours on the phone soliciting contributions and meeting donors. Campaign professionals always say a candidate has two jobs: raising money and meeting voters.
Go ahead and plan to spend every day sitting at your desk making phone calls and asking people to donate to your campaign. When you’re not doing that, expect to be meeting more folks at local haunts to, you guessed it, ask for money. It’s worthwhile to find a fundraiser to help you flesh out a plan and force you to stick to it.
Fundraising isn’t easy for anyone, but it’s especially difficult for veterans. In the military, we’re taught that the world doesn’t revolve around us. “Always earned, never given” is a motto for military life. These principles will make you a great elected official, but they also present a psychological hurdle to asking people to donate to your campaign. Former Pennsylvania Rep. Patrick Murphy, the first Iraq vet elected to Congress, advises his fellow veterans to overcome this obstacle by asking people to “invest” rather than “give.”
“Remember,” says Murphy, “you’re not asking for yourself; you’re asking for your country.”
Seth Lynn, a veteran of Operation Iraqi Freedom, is the executive director of Veterans Campaign, a nonprofit that helps veterans get involved in politics.
Cory Brown is vice president of data and strategy for Cygnal, a campaign and PR firm. He is a non-commissioned officer still serving as a combat engineer in the Maryland Army National Guard and a veteran of Operation Iraqi Freedom where he deployed as a cavalry scout.