Ask the Campaign Doc: Don’t Get Burned by Facebook

Don’t Get Burned by FacebookQ: I want to continue using my Facebook and Twitter accounts during the election, but my instincts wonder if it might not be in the campaign’s best interests. What do you think?
A: Both are tremendous organizing and communication tools. Just remember that indiscretion comes back to haunt. Exhibit one: the California congressional candidate whose party photos on Facebook ended up in an opposition mailer. Exhibit two: the Massachusetts consultant who tweeted a friend that he was editing an ad for a Virginia candidate and, three hours later, the tweet was posted on a state political blog suggesting that the candidate was preparing to go up with his media campaign.Q: My brother-in-law is running for city council. This is his first campaign and initial funding is limited. He has sent letters to some contractors and lobbyists and he plans on making personal phone calls to his friends and colleagues. After that, what are the most effective fundraising activities?
A: Here’s one possibility: After obtaining legal approval, get the campaign finance reports for the most recent election cycle for council candidates in your area. Call and send info on your brother-in-law’s campaign to contributors listed on these reports. And obviously, work the donors your brother-in-law already knows the hardest.
But be careful, House and Senate candidates cannot use campaign finance reports to raise money and, although most states and localities lack similar prohibitions, it’s better to be safe than sorry. In addition, some jurisdictions either prohibit donations by contractors and lobbyists or have blackout periods restricting when specific types of contributions are permitted.Q: Do we need to purchase an email list, and if so, what’s the right time?
A: An early purchase makes sense since it can generate quick interest and help build your supporter list. Longer-term, the ZIP code and demographic targeting afforded by list brokers can help you efficiently email prospects. Buying your list early will also enable you to test, segment, refine and optimize messages, providing more effective engagement with voters. As Todd Webster of WebStrong Group says, “The campaign’s online strategy to keep its list engaged with regular and relevant messages is as important as the quality of the email list itself.” Webster also notes that response rates will improve when email is part of a broader media mix that includes TV, radio, earned media and online communications, all of which are aimed at reinforcing your message.Q: Do you have a suggestion of how to persuade a firm identified with one party to work with an independent in a nonpartisan race, even if the candidate once voted in a different party’s primary?
A: Never beg to marry someone who doesn’t love you and never hire people or vendors who don’t want to work with you—it ain’t gonna work. The only possible exception is a strategic hire to deprive a major opponent of a capable advisor, but that’s a luxury enjoyed only by over-funded campaigns. While we’re at it: You and the candidate could actually have a bigger problem depending on the partisan performance of your district. If that’s the case, deal with it sooner rather than later—otherwise all the king’s vendors and consultants may not be able to put your Humpty Dumpty coalition together. Craig Varoga has run local, state and presidential campaigns for the past 20 years. He currently specializes in independent expenditures as a partner at Independent Strategies. E-mail questions to cvaroga@independentstrategies.com.