Municipal Elections in Canada: a guide for women candidates

www.fcm.ca The Federation of Canadian Municipalities gratefully acknowledges the financial support of Status of Women Canada. Table of Contents

Introduction: Why Should Women Enter Municipal Politics?...... 3 Deciding to Run: Pre-Campaign...... 4 The Job Description...... 5 The Time Commitment...... 5 Minimum Requirements...... 5 Useful Experience...... 5 Making a Decision...... 5 Challenges for Women Candidates...... 7 Assets of Women Candidates...... 7 Conclusion...... 7 Your Campaign...... 8 Registering as a Candidate...... 9 Campaign Offences...... 9 Your Budget...... 9 Sample Campaign Budget...... 10 Records of Contributions...... 11 Records of Expenses and/or Liabilities...... 11 Campaign Status Reports...... 11 Election Expense Limits...... 11 Financial Disclosure...... 12 Fundraising...... 12 The Fundamentals of Fundraising...... 12 Solicitation Strategies...... 13 Fundraising Ideas...... 14 Your Campaign Team...... 14 Volunteer Recruitment...... 18 Sample Volunteer Form...... 20 Your Campaign Office...... 21 Finding a Campaign Office...... 21 When Do You Open?...... 21 Setting Up Your Campaign Office...... 21

1 Your Campaign Plan...... 23 Bringing It All Together...... 25 Making Promises—Your Platform!...... 26 Campaign Planning...... 26 Canvassing!...... 26 The Purpose of Canvassing...... 27 General Canvass Strategy...... 27 Candidate Canvassing...... 29 Volunteer Door-to-Door Canvassing...... 30 Telephone Canvassing...... 33 Election Day...... 36 Getting Organized for Election Day...... 36 The Election Day Team...... 36 Two Types of Election Day Organization...... 38 Election Day Materials...... 38 Counting the Vote...... 39 Sample Instructions for Outside Scrutineers...... 40 Sample Instructions for Inside Scrutineers...... 41 Sample Instructions for Vote Counters...... 42 Rules for the Polling Station...... 43 Election Outcomes...... 43 The Day After the Election...... 43 Communications...... 44 Communications Basics...... 45 Communications Categories: Direct vs. Indirect...... 46 Demographics and Message Development...... 46 Building a Communications Plan...... 47 Campaign Literature...... 49 The Internet and Campaigning...... 51 Who Is Connected?...... 51 Website...... 51 Benefits...... 52 E-mail...... 53 Social Media...... 54 Media Relations...... 56 Press Kit...... 56 List of Reporters...... 56 Responsive Media...... 57 Proactive Media...... 57 Television, Newspaper and Billboard Advertising...... 67 Conclusion...... 68 Appendix A: Resources...... 69 Appendix B: Legislation...... 74 Appendix C: Provincial Contacts...... 76

2 Introduction: Why Should Women Enter Municipal Politics?

The United Nations defines 30 per cent female representation as the minimum required in a government body before policy begins to adequately reflect women’s concerns. At present, 22 per cent of all Canadian municipal politicians are women. The goal of the Federation of Canadian Municipalities (FCM) is to see women make up 30 per cent of local government councils by 2026.

Municipal government is the level of government that is closest to the people. As a result, municipal government can help promote grassroots change. FCM believes change should include increasing the number of women on municipal councils in Canada, where they are currently under-represented.

Why should women enter municipal politics? With women at the table, their issues are more likely to be included in all political discussions. Women also take a different approach to the process and to policy content. This often results in more inclusive discussions around the council table. The presence of women also helps to ensure political behaviour that is more constructive and less adversarial. The more women we have with political experience, the more opportunities there are for women through all levels of government.

In order to promote women’s role in municipal politics, FCM has created a Standing Committee on Increasing Women’s Participation in Municipal Government. One of the tools this Committee has created to encourage and support more women in municipal government—including elected office—is this guide to municipal elections for women candidates.

This guide is designed to be a resource for women and for men who wish to promote the role of women in municipal politics. When reading this guide, remember that there is no single way to conduct election campaigns. In addition, this guide is by no means exhaustive. Municipal election policies and regulations vary by province and territory. This guide presents three appendices for those who have additional questions, or who would like clarification of the rules that apply in their own municipalities:

• Appendix A lists additional resources on municipal politics. • Appendix B provides a list of relevant provincial and territorial legislation on municipal elections. • Appendix C contains a comprehensive contact list of provincial and territorial administrators of municipal elections.

3 Deciding to Run: Pre-Campaign

Before deciding to run, it is important to understand the job of municipal politician and its requirements.

4 job description within your community. It is • people skills; Before deciding to run, it is important to be prepared to com- • previous experience in federal, important to understand the job mit the amount of time required provincial/territorial or municipal of municipal politician and its in order to ensure that you fulfill politics; requirements. your community’s expectations. • name recognition within It is also important to consider how your ward* (as a result of your The job description varies from this commitment will affect your community involvement, but municipality to municipality; other obligations and activities. also from letters to the editor, however, the basic components articles in local papers, etc.); are the same across Canada. The duties of a municipal politician • attendance at candidate These include: extend beyond the time spent in campaign schools; regular council meetings. Municipal • professional employment • responding to community politicians are also required to at- and contacts; concerns; tend standing committee meetings. • academic preparation at • being aware of important They represent council at meetings university or college; issues in the community; of boards and agencies, various • volunteering on other • concentrating on issues that professional development events, candidates’ campaigns; are important to you and the and local events promoting the • experience as a school board community, and bringing them municipality. or parks board trustee; and forward to council; • general knowledge of the skills • participating in debates and Minimum Requirements needed to participate effectively making decisions regarding There are eligibility criteria for within the community and in by-laws, policies and proposed all municipal candidates. Again, local government. projects in council and commit- these vary by province and tee meetings; and territory. However, the criteria These experiences involve similar • realizing that council members generally require candidates to: skill sets linked to organization, have a dual responsibility to look leadership, providing service to the • be Canadian citizens who are after voters’ concerns, as well as community, working with people, at least 18 years of age; the concerns of the municipality and knowledge of basic political • meet residency requirements as as a whole. structures. The ultimate require- property owners (in applicable ments, however, are an awareness Each responsibility brings its own municipalities); of the issues at municipal council, rewards, and councillors know that • be free of any conflicts and a desire to do something they are making a difference in of interest; and about them. the lives of their neighbours and • be eligible to vote without being communities. disqualified under any other Making a Decision legislation. Numerous factors must be taken The Time Commitment into consideration when you are The time commitment varies. Useful Experience thinking about running for munici- Depending on the size of the mu- A variety of factors will contribute pal office. These include personal nicipality and the individual’s level to your success as a municipal experience, family, community of commitment, the position can politician. These factors include: support, finances and existing become a full-time job. The best commitments. way to gauge the time required is • community involvement; by talking to municipal politicians • attendance at council meetings;

* A ward is an electoral district within a municipality. Councillors can also be elected at large, or based on different geo-political boundaries. The word ward has been used throughout this manual to represent all such electoral districts. 5 in a different ward? Talk to residents to get a sense of how people might view your candidacy. Check the Are my family and friends ward’s voting history to determine on board? if its voters elect candidates with Your partner and immediate family your background and philosophy. I’m running for office because… must be included in any decision Take a blank piece of paper and about running for municipal office. What is it going to cost to run? write the words “I’m running for Can I raise the money? office because…” Public life can sometimes be Campaign costs can range from a harder on partners and children few hundred dollars to more than Then answer the question in than it is on the candidate. Identify $100,000. While most of the money 50 words or less, being as specific what family events you can’t miss, should come from fundraising, you as possible. so that you can be sure to keep should count on paying some of that time free on your campaign the costs yourself. For example: calendar. Figure out how your fam- How will this affect my current I am running for office because: ily will be involved in the campaign. Are they willing to attend public career—win or lose? • I want to improve the lives of events? Are they going canvassing If you win the election, you’ll working families by increasing with you? Discuss family privacy, probably have to take time off the services available to them including what they consider public from your current job. You may in our community. and private information. even have to quit. Is this reason- • I want to keep our playground, able? What effect will this have on park, or community centre open. How do I represent your lifestyle? Are those changes • I want to stop the proposed this community? acceptable to you? What are the highway expansion and instead If people recognize your name salary, benefits and pension ar- support public transit. and know you belong in the com- rangements in the elected office munity, they’re more likely to think you’re seeking? Can you afford to You must be prepared to answer you can represent them. It certainly take the time off to run? Will your this question, and you must sound helps to live, work or to have other employer give you unpaid leave— convincing when you do. significant ties to the ward. Sooner or even paid leave—to run? or later, someone will ask you why Do I have what it takes to win? you are running in the ward. Be Is there any reason Once you’ve decided why you prepared to answer this question. I shouldn’t run? might want to run, you must also If there are past or present consider whether it’s the right Can I handle the campaign? elements in your life that you choice for you. Start by talking Am I healthy? would rather not have made with a small group of family and Campaigning is hard work! If you public, assume that your past friends—this will help you make have any doubts about your health will be investigated by your a decision, and will get them and the campaign, please consult opponents and by the media. onside from the beginning. your doctor. Is this the right time in my life? When making this decision, ask Is the ward winnable? Even if you know that you want yourself the following questions: Is the incumbent running again? to run at some time in your life, Are others running who will ap- consider whether or not now is the peal to your potential supporters? right time. Are you at a point in Would you be a stronger candidate your career where it’s reasonable? You may have young children,

6 teenagers or aging parents to con- Fundraising Public Speaking sider. You will have to decide when One of biggest concerns for Many women are worried about the time is right—not perfect, but women running in elections public speaking. They claim they right. Women take twice as long to is financing. It’s important to re- don’t have a lot of practice. Few of decide to run for public office as member it doesn’t come naturally us—male or female—are born with men do, because they look for the to many people—male or female. this skill. Thankfully, a campaign perfect moment. It is important to Keep in mind that women fundrais- will give you lots of opportunities! realize that the perfect moment ers can be as successful as men. Reading this guide will provide might not exist. It’s all a matter of making it a prior- you with some helpful tips—both ity. Make a commitment to raising for speechwriting, and for public Challenges for Women money. Make it a personal goal, and speaking in general. Candidates practice the techniques described What does it take to be a political in this guide’s fundraising section. A ssets of Women woman? Exactly what it takes to Candidates be a political man: will, courage, Support Networks Women also enjoy some benefits physical and mental toughness, While women’s support networks as municipal election candidates. a sense of humour and an ability often differ from men’s networks, In voters’ eyes, women enjoy a to handle stress! they do exist. The resources you positive association, just for being have may surprise you. Think about women willing to run. They are That being said, some challenges your family and friends, your neigh- perceived as serious about the job, and barriers are particularly rele­ bours, your volunteer work, and any honest, and a source of new ideas. vant to women candidates. These groups to which you belong. Then Women are also more involved in hurdles fall into five main catego- reach out to each and every one their communities than they real- ries: assertiveness, fundraising, of them. ize. Churches, school groups, park support networks, media relations groups and service organizations and public speaking. The best way Media Relations are a wealth of supporters and to overcome these barriers is by These days, a candidate’s relations volunteers. taking advantage of certain re- with the media are almost as im­ sources. Seek out a mentor or portant as their voter contacts. C onclusion networking opportunities with Here, women must deal with a dou- If you do decide to run in a mu­ women who have already succee­ ble challenge. They must learn how ni­cipal election, maximize your ded in this process. Do as much to get the media to capture their chances of winning. Work hard, research as you can. Don’t hesitate political message, rather than focus have a strong team around you, to draw on your supporters. on the fact that they’re women. It is and know the issues that are worth investing time in developing important in your ward. What Assertiveness a clear message you can convey in happens in a campaign depends Women candidates often have talking points before every media on the personal and grassroots to get used to being the centre interview. Stick with this message support you have. This support of attention in public gatherings. during the interview. Communica­ comes from knocking on doors You will be asked to respond ting a coherent message to voters to get people to vote for you. You to voter demands. As always, is what an election campaign is all have to earn your victory, like any- practice makes perfect. Remind about. You will learn more about one else. Always remember that, yourself why you’re running, and how to do that later in this guide. ultimately, gender is not the issue. why you’d be a good choice. Share It is not man versus woman, but your answers with everyone around winner versus the rest of the pack. you. Realize that not everyone will agree with you—but that doesn’t mean you’re wrong.

7 Your Campaign

Once you’ve made the decision to run, the campaign takes on a life of its own.

8 Once you’ve made the decision to (Potential candidates should note Campaign Offences run, the campaign takes on a life of that some cities, such as Vancouver Candidates are responsible for its own. The information below is and Montréal, have municipal politi- being informed in advance of intended to serve as a resource for cal parties. Candidates running in potential election campaign you throughout the process. Use cities with municipal parties should offences. Committing any of as little or as much as you need. seek advice from elected persons these offences can lead to Campaigns can be as big or as on the nomination process.) dis­qualification. Penalties vary small as you and your community from jurisdiction to jurisdiction. like. There is no perfect campaign. You are running to represent your Helpful Hints for The most serious offences involve neighbourhood, and you know your Launching Your the buying of votes and the intimi- resources better than anyone else. Campaign dation of voters. This undermines Once you’re registered, you’re the fundamental democratic Registering officially a candidate! Throw concept of allowing citizens as a Candidate yourself a launch party—or to choose their leaders. In order to formalize a decision to have others throw it for you! run, candidates must register. This Violating campaign financing and process varies across Canada, and • Invite all your supporters expenditure rules also often carries most provinces and territories have to your campaign office, very strict penalties. The rules are published a guide for municipal to a neighbourhood park, in place to ensure that elections are candidates, outlining the steps or to a local business, and fair; please research and follow the involved in this process. declare to the world that guidelines set by your particular you’re running. municipality. Registration papers, provided by • Celebrate the decision the municipality, must be filed in and the beginning of this On Election Day, to ensure fairness, person by a certain date. These adventure. candidates and campaigning are papers require the candidate’s • An official launch party not permitted within a certain name and address, and the position gives you an opportunity distance of polling stations. Candi- for which she is running. Some- introduce your supporters dates should vote in advance polls, times they also require a collection to one another, and allows or as early as possible on Election of supporting signatures, and/or you to begin building an Day. To learn more, please consult a written statement of consent. even bigger group of them. local legislation for the rules that Generally, candidates must pay a • If you’re sure of a good apply in your municipality. nominal fee that may be refundable turnout, invite the media! Your Budget under certain conditions. Your campaign budget ensures that It is important to fill out all forms the election campaign can be paid accurately and meet deadlines. for. It must contain realistic revenue Incomplete or late forms will not and cost estimates, and ensure that be accepted. the campaign is well financed. Pre- paring a budget should be one of your first steps. Do not base an en- tire campaign on a pre-determined budget. Rather, build a budget

9 around a pre-determined set of advertising, special events), the Mayoral campaigns cost $15,000 priorities. Once the budget is set, final campaign push (i.e., funds to $45,000. In large cities such as stick to it. Establish essential needs saved for campaign activities Toronto, these numbers can be and assign priorities. Set realistic during the last two weeks), and much higher. As a precautionary goals for fundraising. Never commit Election Day expenditures. measure, set your expenditure limit more money than can be raised. • Plan for the many unexpected at about ten per cent less than expenses that may arise during the allowable campaign expense Here’s your budgetary checklist: a campaign. limit. For example, if your allowable expense limit is $20,000, set your • Determine the campaign’s Election expenses can range from budget at $18,000 in order to allow essential needs. $3,000 to $10,000 for candidates for a margin of $2,000 to cover • Assign priorities for items such for ward councillor, and from unexpected expenses. as campaign headquarters, on- $5,000 to more than $10,000 for going expenses (e.g., canvassing, candidates for regional councillor.

Sample Campaign Budget

Item Percentage of Budget Allocated

Campaign Office [e.g., rent, equipment rentals, utilities, phone, 14 insurance, day-to-day supplies, petty cash, miscellaneous printing, refreshments, posters—this can vary considerably with market rates]

Signs [e.g., lawn, highway, balcony, window, billboard; 19 stakes/posts, supplies, trucking] Canvassing [e.g., buttons/stickers, candidate’s business cards, 30 brochure #1 (mail), postage, brochure #2 (drop), “u-vote-at cards” or brochure #3 (mail), postage] Fundraising [it takes money to make money—this is generally 7 not included in your spending limit, but should be included in your budget] Media [e.g., advertising, photographs, related expenses] 8 Special Events [e.g., Election Day supplies, rallies, events, 5 victory party (The victory party is often not subject to campaign spending limits!)] Salaries [a line item to be kept to a minimum] 7 Contingency 10

10 Records of Contributions • All bills incurred by the campaign Campaign Status Reports It is important to keep accurate re- are sent to the attention of the The official agent is responsible cords of contributions, starting with campaign manager or the for regular status reports on elec- the names and contact information campaign’s official agent. tion finances. These status reports of donors. In the case of in-kind • All expenditures require an inform the campaign strategy team donations, records should list the invoice. No bill is paid without about the campaign’s financial situ- goods and services provided, along an invoice. ation, thereby providing a basis for with their estimated market value. • The campaign manager decisions on budgetary changes, authorizes all bills in writing. while also helping to guard against In cases where goods and services The official agent does not overspending. They also indicate are provided free of charge, the issue cheques without written whether fundraising efforts have campaign manager should ensure authorization. been satisfactory, allowing the that an invoice or voucher detailing • The official agent or the campaign to take appropriate the goods and services, and show- campaign manager keeps action if necessary. ing the fee waived, is requested and a ledger of all expenditures provided to the official agent. It is authorized for payment. Election Expense Limits a good idea to have the campaign • Vendors or campaign volunteers All materials used to help elect a manager be the only person autho- receiving payments such as candidate are election expenses, rized to allow donations of goods petty cash reimbursements sign regardless of when they were pur- and services. a proof-of-payment form, which chased. This means that you cannot includes: circumvent the limits by producing Some cities and towns have limits – the name of the person the materials before the campaign on who can make donations and receiving reimbursement and distributing them after the who cannot. For instance, Toronto or payment; campaign has begun. has now banned corporate and – the date, nature and amount union donations, while in Ottawa Goods and services provided at of the reimbursement or there is a limit of $750, but no a discount not normally available expense; and outright prohibition of corporations to other customers must be ac- – the signature of the person and unions. counted for at the normal price. receiving the reimbursement. However, wholesale rates for goods • All expenditures authorized Records of Expenses and services provided by busi- and/or Liabilities by the campaign manager are nesses that deal in both retail and One person should control all forwarded to the official agent wholesale can be considered as campaign expenditures. He or for payment. reportable prices. she should maintain a logbook or purchase order system to track One additional advantage of this invoices, committed amounts, petty system is that it allows for monitor- cash and other cash expenditures. ing of where the campaign stands financially on a daily basis. To make this process easier:

• No one other than the campaign manager can authorize major expenditures. • No one other than the campaign manager can authorize the acceptance of contributions of goods and services.

11 Volunteer labour is not an election as information about any surplus The Fundamentals expense if the service is provided at the end of the campaign. These of Fundraising outside normal working hours, and documents must be filed with the Successful fundraising relies on if that service is not one that a self- municipal elections office by a a few basic fundamentals: employed person would normally certain date following the election, • The best way to get money is provide. For example, a website and are usually made available to to ask for it. The more people designer who is not self-employed the public. you ask, the more money you can volunteer during non-work are going to get. hours to design a campaign website. Keep in mind that some jurisdic- • A broad financial base is the However, if the website designer tions also require disclosure of key to fundraising success. Use is self-employed, the volunteered expenses once you are elected a variety of methods in order to time would have to be considered to office. appeal to a variety of donors. as an election expense, and as a Fundraising • Novel methods, projects with campaign contribution. A successful campaign needs high overhead, and gimmicks Advertising during the campaign money. Every donor to your cam- more often lead to problems period is an election expense. paign makes an investment, and than solutions. Advertising is interpreted as any therefore has a personal interest in Determine how much money is type of publicity that promotes the campaign. A fundraising drive necessary to run the campaign the election of a candidate. This provides an opportunity to involve effectively and then develop a includes broadcast and print new people in the campaign, while fundraising strategy with weekly media, as well as other items such at the same time generating inter- campaign fundraising targets, a list as pamphlets, lawn signs, buttons est in you as candidate. of potential donors, and a program and t-shirts. Asking people to support a candi- of fundraising activities that best Financial Disclosure date by making a direct financial fit your situation. Know in advance the financial contribution to her campaign is the Know Why People Give disclosure rules governing your most effective way to raise money. When designing your fundraising election expenses and campaign Although many people, especially strategies, you need to consider the contributions. Infractions may lead women, are uncomfortable doing “Four Ps” of successful fundraising. to severe penalties, ranging from this, it is the best way to approach fundraising. If you as candidate are fines to disqualification from of- In general terms, people will give not well known in the community, it fice. These rules vary by province money when motivated by: may be helpful to use the names of or territory. Be sure to consult the • projects that interest or some key, high-profile supporters appropriate legislation, and do not challenge them; to help establish your credibility. hesitate to contact your municipal • a philosophy they think is right elections office for clarification. In addition to raising money to and good; • a personality that sways them; The key is to keep accurate, de- finance the campaign, a fundraising and tailed records. Financial disclosure event can also give you, as candi- • the power they feel when usually requires a list of all cam- date, an opportunity to meet donating and being affiliated. paign expenditures, a breakdown of supporters in an informal setting. Use fundraising events to connect financial contributions that includes When you ask in the right way, with voters who haven’t yet com- the names and addresses of donors people will donate. who have contributed more than a mitted to a candidate, or to ask for specific minimum amount, as well volunteer help or specific expertise.

12 Solicitation Strategies coming from the campaign. If you It’s All About T.R.U.S.T. Personal Appeal can, use personal salutations— Deciding how to ask for dona- The candidate is the chief fund- computer software exists that tions is an important question. raiser in any campaign. It’s impor- will do this for you! To answer this question, con- tant to understand that asking for Special Events sider the factors involved in political donations is not asking for When planning a “special event”, T.R.U.S.T: charity. It is an exchange between the candidate and the donor. The keep your target audience in mind. • Target: Who should be candidate is working to advance Big-ticket events are beyond the asked to contribute? Every their mutual goals, and the donor means of many. If one of the goals request for a donation needs is making a financial contribution. of the event is to make supporters to be aimed at a specific mar- Personal appeal is a powerful and feel important and included by ket. Very few of your requests profitable method of raising funds, having an opportunity to meet will appeal to everyone. but it is very time-consuming. the candidate, a lower ticket price • Rationale: What is the might be to your advantage. donor’s motivation for giving? Solicitation by Mail As with any aspect of the cam- Think of the “Four Ps” and de- You can send a letter to all the paign, make sure that the allocation sign your message accordingly. residents in your ward, or you can of resources doesn’t outstrip the • Use: For what purpose will target specific high-target polls. benefits gained. A cocktail recep- the funds be used? Donors find It can be a reasonable expense if tion in a private home, with a ticket it more appealing to give for you consider it as both outreach cost of $75 per person that garners a specific purpose, such as and fundraising. It is generally more 20–25 attendees, can net anywhere campaign signs or flyers, so advantageous, however, if you from $1,000 to $1,500, and requires that they know what their target a specific donor group. For only a few hours to organize. money will be used for! instance, if your platform is ad- • Style: What method of ask- vantageous to local area farmers, ing for a donation should you consider sending a letter of appeal use? Select the most appropri- that targets potential donors in the ate method for the prospective agri-business sector. It could even donor. be sent by a leader in that sector • Typical Amount: Don’t be who urges support, instead of afraid to suggest a typical amount; however, always let donors know that any amount is very much appreciated.

13 Fundraising Ideas There are lots of fun ways to raise money. Before you launch any par- Raising $25–$1,000 ticular campaign or activity, please Many of the ideas presented in check local laws to ensure that your this section can be done as “stand- plans fall within allowable methods. alone” events, or they can be held involving close friends and in conjunction with a major event. family in the team, while others Raising $25–$250 For example, you can stage: have benefitted from their help. Generally held at a larger event such as a picnic or barbecue, each • a silent or a live auction of ten If the resources are available, try to of the following ideas will raise a or more donated items; have: a campaign manager, a com- small pool of money. Run several • theme dinners (e.g., Italian, munications coordinator, a canvass of them, and you will can see some Chinese, Greek, Indian) that chair, a fundraising chair, a budget/ real gains: maximize donated food items financial officer, and a volunteer and set a reasonable ticket coordinator. If you don’t have a per- • A 50/50 draw with tickets selling price such as $10 to $20; son for each role, assign the tasks for $1 or $2, or $5 per purchaser’s • policy luncheons on a particular among the group that you have, arm length. issue (e.g., health, school, taxes, and adjust as your campaign grows. • Face-painting for kids at parks) that involve the serving $1 per face. of a light lunch at a charge of Your campaign team can come • A hole-in-one contest requires up to $25 per ticket; together slowly or quickly. Mem- a smooth surface, a putter and • a summer garden party at bers can be drawn from your family golf balls, and can be run at $1 a private home at $25 to $50 and friends, community leaders, or $2 per attempt. per person; or and volunteers who walk in off the • In “joker wins”, several decks of • a cocktail reception with the street. The people you consult and identically backed playing cards candidate at a ticket price that draw together while making your are spread out face down on a matches the market and the decision to run are a good place table. Make sure only one card is venue. to start. a joker. People sign the back of any card for $1 or $2. When all Your Campaign Team Remember, it isn’t always necessary to have a person for each role set are sold, or near the end of the The campaign team that you out below—what’s important is that event, start turning cards over assemble is crucial. Each candidate the work gets done! until the joker is found. The will have her own preferred method winner gets a prize, or a of structuring and managing the The Candidate portion of the proceeds. team. It is important, however, that As candidate, you are the essence • A mystery key contest requires all team members work together of the campaign. You only have a the sale of at least 100 keys, towards the common goal - getting limited amount of time and energy. each in a small envelope. Sell the you elected! Everything you do during a cam- envelopes at $1 to $5 each. Near paign must be done for a reason. the end of the event, or when When choosing a campaign team, all envelopes are sold, everyone you must consider your personal opens his/her envelope and tries strengths and weaknesses, both in to unlock the prize box to claim terms of campaign skills and con- the prize inside. tacts within the community. Some municipal politicians advise against

14 The candidate is responsible for: Anything that is time intensive The Campaign Manager and can be done by someone The campaign manager is respon- • meeting regularly with else should be. As candidate, you sible for the day-to-day activities supporters to maintain their should not be responding to let- of the candidate and the campaign, energy and morale; ters or questionnaires. You should as leader and organizer. • making public appearances in not be writing speeches. These line with campaign strategy; activities should be dealt with by Before the campaign, the campaign • reaching out to community the campaign manager or commu- manager is responsible for: leaders who can assist you in nications chair, then tweaked and • establishing the campaign raising your campaign’s visibility approved by you. If the resources structure and starting to recruit and credibility; are available, consider appointing a individuals to fulfill campaign • canvassing potential supporters young volunteer as your aide. The needs; in the ward; candidate’s aide is the person who • developing a campaign timetable • working with the media; and will be at your side at all times. This outlining the time frames for key • communicating with local individual should be hardworking, activities; and businesses and industries. full of energy and have your trust • setting the campaign budget and confidence. Scheduling the Candidate and fundraising goals. As candidate, you should always During the campaign, the campaign be aware that your schedule is Helpful Hints manager is responsible for: not your own. Your schedule will for the Candidate change daily as new requests and • Allow your campaign to • directing all activities—he or demands on your time pour in. be run by your campaign she will have the final say on all Focus on one day at a time. While manager—not by you, and elements of the campaign; the campaign manager should not by a committee. • assigning specific roles to other be able to provide a “big picture” • Notify the person in charge campaign team members; plan for the campaign and a more when you arrive at events, • securing campaign premises; detailed plan for the week ahead, regardless of whether you • scheduling the candidate; you should be prepared for just are a special guest or a • monitoring the tasks of cam- about anything. scheduled speaker. paign team members; The hours will be long. A typical • Approach each audience • troubleshooting any conflicts; day might start early in the morn- as though it knows nothing • assessing campaign progress ing, with you greeting workers about you, the position you daily and communicating this coming on or off shift or meeting are seeking, or the issues. to the candidate; people at subway or bus stops. • Know that you will be • ideally, being able to work After this canvassing, you may criticized. This is unavoid- full-time on the campaign, and to spend some time preparing for able, and a rite of passage be available throughout the day; media interviews or debates, or to seeking and serving in • chairing weekly campaign team calling voters who have identified public office. meetings (reports from the team, themselves as potential supporters. • Thank everyone, often. You planning for the week to come, You will then spend the rest of the cannot say thank you too discussing hot-button issues); day up until 9:00 p.m. canvassing many times. • contacting each core team mem- and attending local events. After ber a couple times a week; and 9:00 p.m., you prepare for the • monitoring processes and dead- next day, and then get a good lines (brochures, signs, canvass- night’s sleep. ing, advertising, fundraising, etc.).

15 The Communications The Canvass Chair The Fundraising Chair Coordinator The canvass chair ensures that Every campaign needs money. The role of the communications door-to-door and telephone can- Fundraising is the responsibility of chair is to ensure that your vassing within your campaign’s the fundraising chair. Ideally, this campaign messages are spread priority polls is completed accord- person is familiar with the local throughout the ward. This person ing to the campaign timetable. This business community. They must should be creative, with strong oral timetable varies, depending on your be comfortable asking individu- and written communications skills, campaign resources and priorities. als for money, and must be able to as well as experience dealing with motivate others to do the same. the media. The communications The canvass chair is responsible for: The fundraising chair develops a chair is responsible for overseeing strategy involving both events and • developing a network of all communications—direct and solicitations. This strategy should volunteers for canvassing; indirect—by way of developing a include an estimate of revenues, an • coordinating the work of communications plan. The plan action plan and a budget. As the volunteer canvassers; defines the purpose of each campaign progresses, the chair will • addressing any problems in message, and lists how it will be advise whether the original targets day-to-day canvassing communicated. The communica- are being met and whether the operations; and tions plan should also show how budget needs to be revised, and • providing clear instructions your campaign will address your will ensure that complete records and motivation to canvassers. opponents’ positions, as well as are kept of all donations. This indi- specific local issues. The canvass chair should be vidual must be committed and someone who is available to help organized, and must be aware The communications chair is on every day of the campaign. of the proposed budget and the responsible for: Ideally, they have some campaign amount of money needed to run a successful campaign. • developing a communications experience, knowledge of the ward, and good people skills. strategy; The fundraising chair must be in • compiling a list of media Your ward (or electoral district) regular contact with the campaign telephone numbers, fax will be divided into polls. If possible, manager. Failure in fundraising numbers and e-mail addresses; have a poll captain for each, who will affect every aspect of the • knowing how much money will be responsible for ensuring that campaign. in the campaign budget is their area is canvassed. They can allocated to communications; be managed by area chairs, each • obtaining copies of all news monitoring four to ten polls. releases and background material that are relevant to your campaign; and • establishing contact with any experts or supporters who may be useful for your campaign’s media relations.

16 The fundraising chair is The Finance Officer/ The finance officer is responsible for: Official Agent responsible for: Many municipalities require the • obtaining a business directory • knowing proposed appointment of an official agent. for the ward; fundraising revenues; Ideally an accountant or a lawyer, • obtaining a copy of the relevant • developing the campaign this individual has a legal obligation election financing laws; budget; to ensure that your campaign fol- • making a list of potential donor • creating a receipting system; lows the laws on municipal election groups in the ward (e.g., doctors, • establishing a bank account financing. The official agent must engineers, teachers); and for campaign donations; approve all campaign expenditures. • developing fundraisers by region • creating an approval system for or target group. It is an offense for any candidate campaign expenditures higher to spend more than the maximum than the maximum limit; and The paperwork involved in fundrais- limit designated by law during an • obtaining a copy of the relevant ing is epic. So, it is a good idea to election campaign. Violation of municipal election financing and have a volunteer or two trained to this law may be punishable by fundraising laws. understand the fundraising pro- a fine, a jail sentence or cess: looking up names, addresses, T he Volunteer Coordinator disqualification. postal codes and telephone num- No campaign complains of having bers; producing donor ask and The official agent is also respon- too many volunteers. donor thank you letters and replies sible for filing a complete statement The volunteer coordinator is to correspondence; and maintain- of campaign revenues and expens- responsible for: ing the paperwork needed by the es. No cheque should be cashed official agent. unless approved by the official • volunteer recruitment; agent. The same applies for all bills • training volunteers for specific for in-kind goods and services. Helpful Hints for tasks, and ensuring that they have the necessary resources; Recruiting Your This person is responsible for • working with the various cam- Fundraising Team developing the campaign budget. paign teams to ensure that their • Salespeople and others The finance officer should know the needs for volunteers are being who are used to making maximum expenditures allowed. met; and calls and meeting the This person should have previous • ensuring that each volunteer public make excellent experience, and be prepared to gets a thank you letter from you fundraising volunteers. work with the fundraising chair to as candidate at the end of the • Make sure that your fund- ensure that there is no deficit at campaign. raising team represents the the end of the campaign. ward. For instance, in cases (The volunteer coordinator can where there is an identifi- also serve as canvass chair.) able ethnic community, it is a good idea to have fund- raising done by members of that community.

17 Other Roles to Consider The schedule coordinator The sign coordinator is If you have the resources and is responsible for: responsible for: enough volunteers, you may want • obtaining the campaign schedule • compiling a list of approved to consider the following positions from the campaign manager; sign locations; as well: • ensuring that your daily candi- • controlling access to signage P olicy Chair date schedule is as full and as with the storage key; A policy chair is responsible for effective as possible; and • ensuring the availability of sign identifying the pertinent local • maintaining a large wall calendar assembly tools and materials; issues in a campaign. This indi- that shows your schedule for and vidual is familiar with the municipal each day of the campaign. • scheduling regular sign tours decision-making process and with to check on their condition. Speechwriter the community. The policy chair As candidate, you will deliver a Volunteer Recruitment will work closely with the commu- variety of campaign speeches. Whose job is it to recruit nications chair and committee to These range from the standard volunteers? develop a communications plan. stump speech to policy and event- Finding volunteers is the job of The policy chair is responsible for: specific ones. Generally, a standard everyone on the campaign, from speech can be modified to fit a you as the candidate through to the • the creation of a list of policy variety of needs. It is a good idea volunteers themselves. Whenever contact names, addresses and to have one person write all of your a campaign member contacts a phone numbers; speeches. This ensures consistency supporter, he or she should ask if • the establishment of a campaign of message and language. The the supporter wants to volunteer. policy group to identify local campaign manager or the commu- issues; and nications chair could fill this role. Where can we recruit • gaining an understanding of volunteers? the candidate’s position on Office Manager • Volunteers will drop into the issues, including anything An office manager is responsible campaign office to help. They already on record. for ensuring that the campaign are often the people who are headquarters runs smoothly. The most steadfast in assisting the Schedule Coordinator office manager should be able to campaign. If resources allow, it is useful to delegate, recruit volunteers and to • Your family, friends and have a single person responsible motivate. The manager should be neighbours may be willing to for your schedule. (This person can well organized, with a good sense volunteer. also act as your aide.) All requests of humour and the ability to handle • Community groups, high schools, for your time should be forwarded stress. More information on the colleges and universities are to the schedule coordinator, who management of a campaign office great sources. can determine whether you are is found in this guide’s section on • All campaign communications available. It is important that the the campaign headquarters. products should include a call appropriate people be involved in for volunteers. scheduling, to ensure that you have S ign Coordinator • Canvassing is also a good source all the information and material The sign coordinator is responsible of campaign volunteers. you need. For instance, you will for the production and delivery need very different material for of lawn and window signs. The canvassing than for a speech on coordinator completes this work garbage collection. The scheduling in cooperation with a volunteer coordinator ensures that the right sign crew. The sign crew also takes material is ready at the right time. down the signs at the end of the campaign.

18 Why do people volunteer? volunteers to take on more than • They may be personal friends or Helpful Hints for they can handle. Maybe they didn’t relatives of yours, or of another Keeping Volunteers understand the requirements of the campaign volunteer. • Be friendly. Provide a job, or perhaps the scope of the • They like having access to you pleasant environment job grew beyond what they could as the candidate. in which to work. do. Whatever the case may be, you • They view volunteering as • Feed them! Volunteers now have work that is not getting a learning opportunity. with food are generally done. The campaign period is short, • They may have social, intellectual happier volunteers. busy and has an ultimate Election or political reasons for volunteer- • Plan ahead to ensure Day deadline. The issue must be ing, such as the promotion of a that you never waste a addressed, but in a way that does policy position you support. volunteer’s time. Have not offend, criticize, or insult the work available for volun- volunteer in question. The “Five Rs” of Volunteer teers as soon as they The issue can be pre-empted by Recruitment come into the office. way of a series of volunteer prog- There are five key principles to • Give reasonable assignments. ress reports. If, in talking to volun- building a volunteer base. These Increase responsi­bility when teers, you discover that they feel are called the “Five Rs”. it is warranted. they’re falling behind, ask where • Try to meet the needs of • Recognize: Identify potential the problem is and how you can volunteers. For example, volunteers among past and help. If you suspect certain volun- have a play area for young new recruits. teers won’t be able to complete children when their parents • Recruit: Define who to recruit the work, allow an easy way out: are volunteering for your and how to recruit them. suggest dividing the task into sub- campaign. • Retrain: Once a person decides sections, then let the volunteers • Set high standards for to volunteer, give that person choose the sub-sections they feel your volunteers. meaningful tasks, along with the they can accomplish. • Welcome volunteer training to do the job right. This suggestions. Give credit is better for both the volunteer There are times when volunteers to volunteers where credit and the campaign. Keep giving won’t be able to get their work is due. volunteers new jobs and assign- done at all. In these circumstances, • Try to involve volunteers ments, along with the chance thank them for their efforts to date, in decision-making. to grow in responsibility. tell them you’re transferring the • Retain: Once you have a work to someone else, and finish volunteer, keep that person by asking them if they have a few volunteering! Do this by keeping hours next week to work on some- a volunteer busy and informed thing else. Try to make it seem like about how the campaign is part of a larger restructuring of going. Volunteers must feel duties. This gets the work done, that they are an integral part Handling Problems removes volunteers from a difficult It’s a simple matter to switch most of the campaign. situation, and retains them as part volunteers to a task that suits them • Reward: Thank your volunteers of the volunteer team. better and keeps them engaged. If again and again! they are in a more senior role, the solution can be more complicated. Senior-level roles can require

19 Sample Volunteer Form

Yes, I can help “Our Candidate” become the next councillor for our ward. I can help with the following (check as many as possible):

Take a lawn sign for my home.

Door-to-Door Canvass: Best days are: ______Best times are: ___ Morning ___ Afternoon ___ Evening

Telephone Canvass: Best days are: ______Best times are: ___ Morning ___ Afternoon ___ Evening

Candidate Canvass: Best days are: ______Best times are: ___ Morning ___ Afternoon ___ Evening

Sign Crew: Best days are: ______Best times are: ___ Morning ___ Afternoon ___ Evening

Office Work: Best days are: ______Best times are: ___ Morning ___ Afternoon ___ Evening

Election Day:______Home Centre ___ Scrutineer ___ Driver

Other skills/assistance I can offer (please specify) ______

I can make a financial contribution.

Name: ______

Address: ______

City: ______Postal Code ______

Phone: (H) ______

(B) ______

E-mail: ______

20 Your Campaign Office • The campaign office should be The sign campaign will need Your campaign office is the heart easy to get to by car and by storage space. It’s a good idea of the campaign. It’s where volun- public transit. There should be to put this near the back, close teers and supporters gather. The adequate parking for volunteers. to an alternate exit. campaign office also represents Don’t make it inconvenient Set up an area for coffee and the competence, vitality and ef- for people to drop by for refreshments. Remember that fectiveness of the campaign and information or to volunteer. the kettle, refrigerator and coffee the candidate. People who drop in, • The space should be on the machine require electricity. A drive by or call the campaign office ground floor, large, and well lit. water source should be nearby. gain an impression that inevitably If possible, the campaign office should be wheelchair accessible. extends to you as the candidate. When Do You Open? As a result, the campaign office It may not be possible to find a Your campaign office should should be accessible, warm, campaign office that has every- certainly be open at the start of engaging and professional—just thing. If so, determine the priorities the campaign period; however, like the candidate! for your campaign office, and then it is allowed to be open before the campaign period. A campaign office can be a evaluate the available choices. You might be prepared to spend more worthwhile investment in big- Your lease should be short-term, than you first imagined in order to ger campaigns, where volunteers but should cover the entire get a great location. Think of it as and materials need a place to election period. congregate and get organized. renting a billboard and getting an If your campaign doesn’t need a office thrown in for free. When your budget allows, stand-alone office, consider using and when it fits in with your cam- One large, open space is better your garage, or setting aside your paign strategy, plan a “campaign than numerous smaller office basement or a room in your house. opening”. The campaign opening spaces. The open concept is better Dedicate a space to the work provides an opportunity to gather for morale and team-building. In you’re doing! Make it official! your volunteers, supporters and addition, it will ensure that every- the public to have some cake, one on the campaign is accessible. Finding a Campaign Office cut a ribbon and celebrate your If you decide to have a stand-alone Create work areas for each of the campaign. It provides an oppor­ campaign office, the first rule is: main campaign tasks, such as the tunity for you to practice your location, location, location! door-to-door canvass and the basic speech in front of a friendly audience and it gives the media • Your campaign office should telephone canvass. a chance to meet you. be your best sign location. You Consider wall space in addition to might hang a banner, install an your floor space. Charts and maps Setting Up Your illuminated sign, erect a billboard Campaign Office on walls should be near the person or rent an inflatable balloon with Setting up a campaign office is who requires them. a sign on its side. If you have a like setting up a home. There are a great location, spend the money Have a reception area at the variety of tasks that require their to make sure that everyone front near the entrance, to help own space. Yet it should also be a knows it. control access to the rest of the place where people feel welcome campaign office. and want to spend time. It’s a tough balance, but the guidelines below should help.

21 Telephones Consider getting a printer of As soon as you have a campaign, Helpful Hint for greater quality than your campaign you should have a telephone num- Telephones might otherwise need. This will ber people can call to contact you. • Once your telephone allow for the printing of small quan- A line can be established at your number is established, call tities of promotional materials. home, or at the campaign man- 411 or your local directory In some municipalities, these ager’s house, then transferred to assistance. Ask to be con- donations must be declared under the campaign office once you take nected to your campaign campaigning financing laws. possession. office. If they can’t do it for Double-check the legislation, or call you, they can’t do it for an your local municipal election office. In general: interested member of the public. • A simple phone system keeps Heat, Water, Light, Power costs down and makes it easier and Cleaning to use. Heat, air conditioning, water and • Decide how many telephone electricity can sometimes be in- lines you’d like, and then how cluded in your lease and covered many your campaign can afford. by your landlord. If not, make the • If your office has a fax machine, C omputers required arrangements before ensure that dedicated fax line Computers are a necessity of move-in day. exists. our time, and will be required When choosing a campaign • Ask for a system that “hunts”: for scheduling, preparing commu­ office, consider how many power when a call comes in on the first nications products, monitoring outlets are available, and how line and it’s busy, the call will campaign e-mail and your website, they’re wired. transfer to an available line. Only etc. Individual members of your campaign team might need a the main line telephone number The office must be kept clean and dedicated computer. Computers should be promoted. presentable, because it’s a public and printers can be borrowed from • Telephone companies love representation of your campaign. volunteers, or rented from a com- elections, because they charge The campaign manager can assign puter rental business. for telephone installation! It’s cleaning tasks to campaign team important to remember that members on a rotating basis, or you are a customer, paying for you may want to consider hiring a service, and that you should a janitorial service. get what you want. Security and Insurance When choosing a campaign office, consider the neighborhood and your campaign business hours.

It’s an unfortunate truth, but campaign-related vandalism does occur.

22 Consider changing the locks and Your Campaign Plan You as Candidate adding additional exterior lights. If you’re registered, and it’s • What are your weaknesses that Sometimes the landlord will pay for allowed—get campaigning! opponents will try to exploit? this. In addition, be sure to limit the • What are your strengths? number of office keys in circulation The perfect campaign strategy • Are there events you will among campaign staff. is one that makes the best use of be comfortable or all available resources. Each cam- uncomfortable with? Computers and other items of a paign is different, and there is no • How well are you known valuable and portable nature can one strategy for every campaign. in the ward? be tempting for thieves. Keep them All campaign plans begin, however, • What are the topics you want away from windows. with two simple questions: to turn into campaign issues?

ALWAYS backup your data daily, • Who do you want to reach Your Opponents and keep a copy outside the cam- during the election campaign? • What issues will your opponents paign office to ensure that it isn’t You want to reach the ward’s stress during the campaign? lost if the computers are stolen. voters. • What are their strengths and • How do you convince voters Your campaign should obtain weaknesses? to vote for you? liability, contents and plate glass • What are the topics and issues By giving them a reason insurance before you move into the they want to avoid? to do so. campaign office. These kinds of in- • Are you in a two- or three-person contest, or are you one of many surance policies are not expensive, Figuring out your target audience, candidates? and can prove invaluable. and how you can convince these people to vote for you, forms the T he Voters Good Neighbour Policy basis of your campaign research. During the campaign, buy materi- • What do the voters care about? Figuring out the political landscape als and food locally. This makes it • When can you reach them? How of your ward is a process called easier to obtain them, while at the can you reach them? “mapping”. It lets you understand same time creating goodwill. • How do they learn about issues? the political landscape in order to • Based on your election platform The campaign manager should craft your message. and ideology, what voter groups ensure that all nearby merchants should be supporting you? There are four basic categories and residents know that they can And who will be supporting to consider in developing your approach the manager about your opponents? campaign strategy: problems such as parking and noise. By setting up this process, Your Ward the campaign is more likely to • Where are your supporters gain their cooperation and in the ward? understanding. • Should the campaign be concen- trated in specific areas of the ward? If so, which areas? • How much time should be spent in different areas? • How should literature, signs and other forms of publicity be targeted to different areas?

23 Voter Targeting Exercise: Realistically assess your support in your ward.

Groups How to Reach Them

Always Support

Might Support

Never Support

This should help you determine Voter Classification Opponents if there are enough supporters Voters can be divided into three They will be voting for another for you to win. categories: candidate, and you should limit the amount of resources (time, If the answer is yes, your campaign • Supporters who plan to vote, money, energy, etc.) spent on them. will be based on identifying sup- and will vote for you. In fact, it’s often better to avoid porters and getting them to vote. • Opponents who are voting for anyone who is a staunch opposi- another candidate. If not, your campaign will have to tion supporter, because engaging • Undecided voters who are broaden your support base. them could motivate them to get unsure of who they will support, involved in another campaign. Is there an issue not being ad- or even if they will vote. Campaigning is largely about dressed by other candidates that Supporters you could make your own? identifying undecided voters and Do not take them for granted! convincing them to support you. Is there a group your opponents While they probably won’t vote for How you convince the undecided are ignoring? the opposition, you need to give differs from person to person. them a reason to get to the polls. Ensure that they’re registered to vote, and that they understand how. Keep them involved in the campaign through correspondence, e-newsletters, event invitations and volunteer opportunities. With supporters, your campaign should stress the importance of the elec- tion and how their vote will make the difference.

24 Bringing It All Together The following chart provides one model of how to relate voter targeting to your campaign efforts.

Likely Voter Potential Voter Non-Voter

Likely Supporter A D G Solidify support base Focus on motivating Possible motivation to vote effort (last priority)

Potential B E H Supporter Primary focus for Secondary focus No program message—communication for persuasion and persuasion

Unlikely to C F I Support Possible Communication No program No program (low priority)

B ox A: People who are likely to vote, and are likely to support you, are your base of support. You should plan activities to solidify this support.

Box B: Voters who are potential supporters represent the number-one target for your campaign efforts. Spare no effort to persuade these voters.

Box C: Do not spend too much time on people who are unlikely to support you. In fact, your activities may encourage them to vote for your opponents.

Box D: Likely supporters who might not bother to vote must be encouraged to vote. Target these people with motivational messages and a strong Election Day push to make sure as many of them vote as possible.

Box E: Potential voters and supporters are important, but not crucial to your campaign. Focus on them only after you’ve communicated with those in Boxes A and B.

Box G: These non-voters are possible targets for motivational efforts, but do not spend scarce campaign resources here until your campaign has covered the boxes above and you have determined you need this group’s votes to win.

25 Making Promises— what they say; see how they Your Platform! Helpful Hints for respond to what you’re saying. As you identify your target voters, Crafting a Platform Candidates tend to talk on a it’s important to be considering and • Make promises you can broader level than most voters crafting your campaign platform. support. readily understand. You may choose to run on one spe- • Take a stand on issues, but Campaign Planning cific issue, or on a platform guided do not promise that posi- The key to a successful campaign by your community and developed tion will be implemented. is good planning. The more com- over time. • Do as much research as prehensive the plan, the fewer possible on every promise To stand out in the field, develop decisions will have to be made you are making. your own personal brand. You can in the heat of the moment. • Emphasize a value-based do this by educating voters about platform, rather than a spe- your passions, and where you stand A campaign timeline or calendar cific promise on an issue. on certain issues. is another good planning tool. It is • Talk to long-term residents a chronological list of tasks, events, Helpful hint: Remember that of the community. Listen to interviews, deadlines and other municipal council decisions require their perspectives on what events of importance that de- majority support. When it comes works and what doesn’t scribes what must be done during to making promises and taking work in terms of politics the campaign period. This helps to positions during an election, hon- and governance. ensure that nothing is overlooked. esty and integrity must underpin all aspects of your platform, so be Once the research has been done, cautious in promising anything that the voters identified, and the plat- is dependent on majority support form crafted, you should stick with that you may not get. it until Election Day. Major changes should only be made under ex- It’s important to realize that what tenuating circumstances; BUT if a you consider important, and what change is warranted—make it! If individual voters think is important, you had not planned to focus on might not line up. It may also be transit, but in the middle of the possible that the way you express election there is a transit strike, the same ideas might differ. The draw up some talking points and closer these things are, however, start talking about it! the more likely you are to gain At this point, the discussion moves their support. from planning to implementing. Exercise: Canvassing! Think about what matters to the Canvassing is the most important people in your neighborhood, then of the many ways in which a cam- think about how you can talk to paign communicates with voters. them about these things. What There have been instances of vocabulary should you use? What campaigns won or lost by a margin examples? Talk to them and see of ten votes (or less!). An effective

26 door-to-door canvass, combined The canvass team feeds the Try to get at least one piece of with a strong telephone canvass information it collects about campaign literature to every door and Election Day organization voters’ intentions to others in the in the ward. can make the difference between campaign, including: victory and defeat. To develop the most appropriate • the campaign manager; canvass strategy, your campaign Information you can hope to gain • the sign crew; and should review the results of the by canvassing includes: • the Election Day chair (who previous election in your ward, ensures that your supporters and rank the polls from strongest • Who plans to vote? Are they vote). to weakest in terms of expected eligible to vote? support. Focus your resources first • Are they likely to vote for you, The purpose of the canvass is and foremost on the strong polls, or for someone else? to learn as much as possible followed by the swing polls, then • What issues are important to about voting intentions on a the weak polls. If resources are them? poll-by-poll basis, to build upon scarce, your campaign may have • What is their contact existing support, and to convince to concentrate on the strong and information? undecided voters to vote for you swing polls, and forget about the • Are they willing to volunteer on Election Day. weak polls. on your campaign? • Are they interested in receiving Helpful hint: Know your “magic It is important that your campaign more information about your number”. Take a look at previous knows how many volunteers it has, campaign? election results for your ward, then and how much time each volunteer determine your “magic number”: can contribute. This will allow for a Many municipalities provide can- the number of identified support- decision on the number of pieces didates with a list of registered ers and voters you’ll need to win. of literature that can be distributed, voters. This list contains names, Municipal elections frequently and the number of canvasses that addresses and sometimes even suffer from low turnout; you might can be covered by door-to-door telephone numbers. Where tele- be pleasantly surprised by how few canvass. Your campaign may phone numbers aren’t provided, identified supporters you need! This choose to canvass some key polls your canvass is a great way to gain number is useful as a benchmark, more than once. Some polls may that information. Then, in the next but should not be taken as a hard- be canvassed by telephone to election, you’re one step ahead! and-fast target. If you identify save time. 100 supporters, there is no guaran- The Purpose of Canvassing tee they’ll all vote. Conversely, you The most important thing to The candidate canvass, door- could get many more votes than remember is that your canvassing to-door canvassing and the those of firmly identified supporters. operation cannot exceed campaign telephone canvass serve to: resources and abilities. Otherwise, General Canvass Strategy the campaign may find it difficult • promote you as candidate The perfect canvass strategy for to maintain morale and enthusi- with voters; your campaign is one that makes asm. Start with modest goals, and • identify supporters and the the best use of your available expand them if possible. undecided in the ward, in order resources. Some campaigns will to encourage them to vote for be able to conduct three complete you; and door-to-door canvasses, and one • determine sign locations. complete telephone canvass. Others will only succeed at com- pleting one door-to-door canvass.

27 on the raw vote. The raw vote is the eye and ask: “Can (your name) HELPFUL HINTS FOR actual number of votes received by count on your support on Election TRACKING CANVASSING each candidate in a given poll. It is Day?” If your volunteers don’t ask On a prominent wall in your advisable to use the raw vote num- the question, but try to identify campaign office, post lists bers, because winning by a huge voter intentions solely on their de- showing: percentage in a small poll makes gree of friendliness, your campaign the poll appear more important is running quite a risk. If a voter is • the ward’s canvass areas; than it is. classified as a supporter, your • the area chair and poll campaign will pull that person on captains; A priority poll can also be identi- Election Day, even though that per- • the poll number and its rank fied based on the demographics of son may vote for someone else! in terms of importance; the polls, or as a result of emerging • the dates volunteers canvass issues. Don’t pressure voters if they are not each poll; and certain whom they will support— Polls your campaign will want to • the date of canvass comple- but do ask the question clearly! target are those where you, or a tion for each poll. candidate like you, did well in terms Motivating Canvassers With these lists on the wall, you of raw vote (even if voter turnout Many canvassers prefer to work in can see at a glance where your was low). Other important polls pairs or groups. This can work to campaign stands in terms of are those in which opponents did your campaign’s advantage. For ex- canvassing. poorly, and polls that generally ample, if four poll captains decide have a high voter turnout. Another to work together, they can do each approach is to combine high raw poll as a group, or pair up and split vote and high voting percentage, the polls between them. Either way, then prioritize polls that have high this builds team spirit. In addition, numbers that favour your campaign this collaborative work gives people Determining Strong in both categories. an opportunity to socialize and and Weak Polls make new friends. There is no consensus on the best Decisions about resource alloca- way to rank polls. The method Contests and awards can also moti- tion are based on your campaign’s matters less than the fact that your vate canvassers. It can be as simple assessment of its strong and weak campaign is evaluating likely areas as offering to buy pizza for the first polls. To do this, two things are of support and setting priorities for area chair and poll captains who needed: poll-by-poll results from your canvass. get their area completed on time. the last election (and previous elections, if possible), as well as Once the polls have been ranked Candidates canvassing with vol- accompanying poll maps for the in priority, it’s time to draw up the unteers is a good idea. Volunteers ward. campaign map. Get a map of your can’t complain about being asked ward and colour the polls in ac- to do something you, as the candi- Once you have these documents, cording to their priority. The best date, are also willing to do! your campaign should identify polls may be in red, the next best those polls where you (or a candi- in orange, and so on. Finally, remember to thank your date like you) won or finished close volunteers. It is especially important behind the winner (strong polls), How to Ask People About to say thank you when a poll cap- as well as those polls where an Their Voting Intentions tain or area coordinator brings in a opponent won easily (weak polls). It’s important to ask voters how completed voters list. Your cam- Poll identification can be based on they’re going to vote. Volunteers paign may wish to devise a system percentage of the vote received, or should look voters straight in the to recognize canvassing

28 success, such as putting a gold star During the morning and afternoon on the completed polls. If there are time slots, you should canvass Helpful Hints for volunteers doing amazing work, where people are likely to be home. Candidate Canvassing you as the candidate should thank These locations include suburban • Walk on the side of the them personally. areas, areas with shift workers, and street facing traffic, so seniors’ apartments and residences. people get to see your Candidate Canvassing face. If you think that running for office is The evening canvass will be the • On some of your pamphlets, about thinking and writing and talk- most productive—and therefore write “Sorry I missed you”, ing to media—think again. All those the most important—canvass of and your signature. When activities are part of the process; the day. Crucial polls should be can- left at homes, these pam- however, the single most important vassed during this period. As candi- phlets show residents that thing you as candidate can do dur- date, you should canvass on major the candidate herself visited. ing a campaign is talk to voters in streets and intersections, because Those canvassing with you the ward. You should be canvassing these are prime sign locations. should also have these every day of the week during the cards, and can leave them official campaign period. The goal is to canvass every poll in the ward. This goal is almost impos- in good faith. Direct and personal contact sible, so you should avoid canvass- • Consider magnetized with voters is the single most ing in polls in which the results are campaign signs for your convincing method of gaining not expected to be good. Choose car. Such signs promote voter support. priority polls, but move around your campaign, wherever your ward so that all residents you may be. As candidate, you should be can- will feel you have visited their • Limit any conversations vassing door to door every day neighbourhood. with voters to three min- during three specific blocks of time: utes. Have an arrangement in place whereby one of • 9:30 a.m. to noon your volunteers will pull (except Sundays) you away after that time. • 1:30 to 4:00 p.m. • If you’re canvassing with • 6:30 to 9:00 p.m. a group, have them find voters who are home and then come and get you. Your volunteers should also be the ones taking notes at the door. • Candidate canvassing often results in the most false positives. People will tell a candidate at their door that they’ve got their support, when it’s not nec- essarily true. Take this into account when assessing your results.

29 Remember that each person you Canvass Kit meet while canvassing—even if Helpful Hints Each poll should have a specific they don’t agree with you on all for Recruiting canvass kit to be used by the the issues—now knows you’re will- Canvassers poll captain. It’s a good idea to ing to work to represent them, The greater the number of create these poll kits centrally and to listen to their concerns. canvassers, the greater the to ensure consistency. Each kit You become a person, instead number of polls in the ward should contain: of a faceless entity. your campaign will canvass. • a poll map with the poll’s Volunteer Door-to-Door • Every person working on boundaries highlighted; Canvassing your campaign should be • a suggested script for use during Door-to-door canvassing is the asked to canvass at least door-to-door canvassing; single most important campaign one poll. • the voters lists; activity. • Every recruited poll captain • a legend of markings to be used should be asked to find in indicating voter intentions; The Structure a friend to be one, too! • the addresses of where people If your campaign has a sufficient • Supporters identified can vote during advance polls number of volunteers, a chairper- during canvassing should and on election day; son should be assigned to each be asked if they’d like • the address and telephone ward area. The chairperson ensures to canvass. number of the campaign office; that each poll within the area is • Everyone who comes • the dates and times of advance canvassed properly and on time. into contact with the polls; The chairperson will be responsible campaign should be • instructions and deadlines for for one or more polls, but will also asked to canvass. adding names to the voters list; try to recruit a poll captain for each • forms to fill out for sign requests; poll in their area. The poll captain is and the front-line worker in a poll, and is • a canvass instruction sheet that the personal link between you and includes a date for completing the voter. The poll captain attempts the canvass, and the name of to talk to every voter in the poll. Canvassing Materials the person to whom the marked At each house, they leave some voters list should be returned. literature and try to determine Poll Map and Key The canvass chair should obtain whether the voter is a supporter, The canvass kits should also include a poll map of the ward and a copy uncommitted, or supporting an op- two of your campaign buttons, of the poll key from the ward’s re- ponent. Additionally, the canvasser enough brochures to cover each turning officer. The map shows the should ask supporters if they will household in the poll, two pencils, boundaries of each poll in the ward. take a sign, volunteer or donate. and sign-request forms. The poll key lists all of the ward’s All the information obtained by streets, along with the poll in which canvassers should be consolidated Canvassers will develop routines they are located. at the campaign office. Combined and processes that work for them. with telephone canvass results, this Still, it is important that some forms the basis for pulling the vote consistent questions be asked. on Election Day. These questions can be part of a suggested script that is followed as closely as possible to ensure that all necessary information is obtained.

30 Canvassers should never argue Apartment and Rural Areas with voters or get into policy Condominium Buildings If your ward is a very large rural discussions. Such discussions are In most provinces and territories, area, telephone canvassing may be unproductive and consume valu- canvassers are permitted by law more effective than a traditional able canvassing time. The goal is to during the campaign period to door-to-door canvass. It may also identify supporters, not to convert canvass any apartment building, be useful to get well-known sup- the resolute. Provide the deter- condominium or residence for elec- porters out canvassing on your mined with the campaign phone toral purposes. In order to gain behalf—particularly in polls with number or e-mail address. access, canvassers should contact many undecided voters. the superintendent at the begin- T he Strategy ning of a canvass to state what Provide opportunities for rural If the election campaign period they’re doing. Your canvass kits voters to come to you by way of has enough time, your campaign for these buildings should include community events such as coffee can run three canvasses: a quote of the relevant legisla- houses, dinners, dances or all- tion that allows for canvassing in candidates debates. • The first canvass will be early in apartments, condominiums and the campaign. It will be used to Sign placement is also an important residences. drop off literature. strategy in rural communities. Cam- • The second canvass is your main paign signs on residential lawns will canvass. This will be your primary not have the same exposure as in Helpful Hints for source of voter identification Apartment Canvassing urban settings. It is therefore im- information. portant to place your signs at major • Stand back from doors • Held just before Election Day, the intersections and locations that are after you knock—most third canvass should concentrate close to gathering places such as people in apartments use on undecided and unidentified churches, community centres and their peepholes to see who voters. Canvassers should focus local shops. Your campaign should is knocking. most of their time on voters who check local by-laws to ensure • Have a group of people seem undecided or who may that your signs are not displayed canvass an apartment be leaning towards supporting illegally. building—it’s quicker and you, thereby consolidating safer. your support! Rural candidates may also differ • Many apartment and from urban candidates in that they Regardless of how many canvasses condominium residents operate their campaign offices out your campaign can manage, it is don’t answer the door. of their homes. This cuts down on crucial to remember that the goal As such, it may be easier overhead; however, it also means is to identify the intentions of as to reach them by that rural candidates must devote many of the ward’s voters as pos- telephone canvass. even more effort to publicizing their sible. If there are polls in the ward contact information, so that voters that are proving hard to pin down know how they can contact you by the regular canvass team, your to discuss their concerns. campaign should use a telephone canvass and a candidate’s canvass to supplement door-to-door canvassing.

31 Canvass Blitz One set of voter identification Whatever set of codes your cam- A canvass blitz is when one or codes uses a combination of paign chooses, ask canvassers to more groups conduct simultane- numbers and letters: use only these codes. Include the ous canvasses of several polls. Blitz code listing in the canvass kits. teams deliver campaign literature 1. A supporter. If canvassers make up their own and canvass voters in a hurry. Blitz 2. Leaning towards you. markings, information is likely to teams can also be used to do a 3. Undecided. be lost or misinterpreted. second or third canvass if time is 4. Not likely to support you. running out, if certain polls show a 5. Opposed. high supporter potential, or if some NH: Not home. polls have yet to be canvassed. NV: Not voting. NE: Not eligible to vote. A blitz allows your supporters to meet one another and to feel like part of a team. Pair the blitz with Helpful Hints for Door-to-Door Canvassing a barbecue at the campaign office, • People who are friendly are not necessarily supporters, so be and it becomes a day people will sure to ask about their voting intentions. (However, people who remember with a smile. are unfriendly are usually not supporters.) • Consider safety for canvassers and voters (canvass in pairs or Most campaigns use blitzes to teams, during daylight hours, etc.). supplement their canvass strategy. • Be mindful of individual situations, and act accordingly on the doorstep. Is the voter preoccupied with a screaming child, Processing the Canvass Results a whistling teapot, or a ringing telephone? Regardless of the canvass type, • Look friendly, approachable, neat and competent, so that people it is important that the informa- think well of you and your campaign. Wear something like a pin tion gained not be lost. The results or a button that makes you look official, and carry a clipboard should be returned to the cam- or notebook. paign office, and transferred to • Match veteran canvassers with the more difficult neighborhoods, the master list. The results of the because they’re less likely to become discouraged. telephone and candidate canvasses • Use the hopscotch method. Knock on every other door while should also be entered into the your partner canvasses the ones in between. master list. When the last canvass • As a canvasser, be prepared ahead of time. Read the brochure. has been completed and all results Have lots of supplies and a sharp pencil or a good pen. Anticipate transferred, the master list is ready the questions or objections you will get at the door, and prepare for printing for use on Election Day. your responses. Be very careful with your master • Try to speak to every voter in the house, because not all family list, regardless of how it is main- members vote the same way. tained. Losing it means the voter • Don’t walk across lawns. Some people take great pride in their identification work has to begin yards, and don’t appreciate others trampling their lawns. all over again! • Don’t be discouraged when you identify an opposition voter. This is valuable information. Marking the Voters List It is important that marking the voters list be consistent across all polls. Whatever voter identification codes your campaign chooses to use, each poll kit should contain the same codes and related questions.

32 Sample Canvass Script

Hello, I’m Jane Doe.

I’m here in support of Mary Jane Watson, who is running to represent our neighbourhood on city council.

I’d like to leave a copy of Mary Jane’s campaign literature with you. I hope you will take a moment to read it. If you have any questions, please call our campaign office. The phone number is on the back.

Mary Jane has the experience and leadership we need to ensure that our community needs are heard at city hall.

Can Mary Jane count on your support on Election Day?

Can we put a sign on your lawn?

Would you like to volunteer with the campaign?

Are there other voters in the house? Can Mary Jane count on their support?

Thank you and have a nice day/evening.

Telephone Canvassing Bad weather does not slow down Materials Telephone canvassing should not or deter telephone canvassing. The telephone canvass chair must replace the door-to-door canvass— In fact, bad weather means more prepare a telephone canvass kit they should be used in concert, people will be at home, and the for each poll to be canvassed. depending on your campaign results might be even better! The kit should contain: strategy and resources. The telephone canvass can be done • a voters list with telephone The telephone canvass serves to: by volunteers who are willing to numbers indicated; spend time volunteering, but who • a suggested script; • fill in any gaps that may be left may be less mobile or who do not • a general instruction sheet; in the door-to-door canvass; enjoy conventional canvassing. • sign-request forms; and • verify the results being obtained • a general information sheet in the door-to-door canvass; and Some households, such as apart- listing key election telephone • firm up possible supporters and ments, are easier to canvass by numbers, along with informa- persuade undecided voters. telephone than in door-to-door tion about getting added to the canvassing. Telephone canvassing can identify voters list and participating in voter intentions in a poll for which advance polls. other canvass information is incom- plete or contradictory.

33 The first task of the telephone canvass team is to “pull” ward Helpful Hints for Telephone Canvassing telephone numbers from telephone • Voters will often ask where they will be voting. Have this directories and other information information handy before you begin to call. sources, in order to add them to • Do not argue with the voter! Telephone canvassers should not the voters list for each poll. try to answer policy questions. They should write them down, then pass them along to the appropriate person in the campaign Obtaining and Processing office for a return call. Telephone Canvass Results • Be brief and stay on topic. Voters will appreciate it, and you will During telephone canvassing, the be able to make more calls. voters list should be marked using • Don’t take it personally if you get nasty comments. These the same system used in the comments aren’t directed at you. If a person is rude or hostile, door-to-door canvass. thank them politely and hang up. The telephone canvasser will • Speak naturally and pleasantly. Smile as you speak! Your voice receive a poll kit containing a copy will sound friendlier if you do. of the voters list. If canvassing a poll that has already been partially canvassed door-to-door, the tele- phone canvasser will be given the marked voters list.

The results of telephone canvassing are transferred to the master list, along with the telephone numbers used in the canvass.

34 Sample Telephone Canvass Script

Good [morning/afternoon/evening], Mr./Mrs./Ms. ______

I’m calling on behalf of Mary Jane Watson, who is running to represent our neighborhood on city council.

Mary Jane is going through the ward trying to meet as many people as possible, and we are trying to identify her supporters.

Can Mary Jane count on your support on Election Day? If NO: skip to (6) IF YES: proceed to (1)

1. That’s great. I just want to remind you that every vote counts on Election Day, and Mary Jane needs your support. Would you be willing to take a Mary Jane Watson sign for your home? If NO: skip to (3) If YES: proceed to (2)

2. That’s great. Would you like a lawn or window sign? Make note of this on the calling list.

3. If you are able to help Mary Jane by working on the campaign, we would love to have you. There is always a lot to do and we have a good time. Would you be interested in joining us? If NO: skip to (4) If YES: take info and give to volunteer chair

4. Will you require any special assistance getting to the polls? If NO: proceed to 5 If YES: make note, and tell e-day chair

5. Are there any other supporters in your home? Who are they?

6. Okay. Should I identify you as supporting one of her opponents? If YES: if you can determine who they support, record it on voters list If NO: proceed to (7)

7. I won’t take much more of your time, but let me tell you a little bit about Mary Jane. She is (appropriate statement). We’ll be distributing literature through the campaign to tell you more about her. We really need your support, and I hope we can count on you on Election Day. If UNDECIDED: Can I send you a brochure or refer you to our website for more information on Mary Jane? If WON’T SAY: Thank you for your time, and I hope you will consider voting for Mary Jane on Election Day.

35 Election Day Getting Organized for The Election Day Team Election Day is the culmination of Election Day The Candidate all the hard work of a campaign. The organizational work that must When the campaign’s focus shifts All the supporters your campaign be done for Election Day falls into from identifying new supporters identified and convinced during three main categories. to getting identified supporters to weeks of canvassing are of no use if vote, the candidate’s work changes Recruiting they don’t get out to the polls and as well. Your team should target Every person who has volunteered vote! The most brilliantly run cam- individuals likely to vote in advance for the campaign, or who has ex- paign means nothing if the Election polls: the elderly, people who live pressed an interest in helping the Day organization drops the ball. in a building containing an advance campaign, or who supports the poll, and all campaign volunteers campaign, should be asked to work Election Day organization has and workers. three goals: on Election Day. While the canvass team provides the basis for the You should vote early on Election • deliver all identified supporting Election Day mobilization, anyone Day—it’s a good media and photo votes to the polls; who has helped the campaign in opportunity. (An alternate idea • represent you at every poll for the past should be asked to help would be to vote in one of the the ballot counting; and on this final day of the campaign. advance polls, in order to have the • report poll-by-poll results to photograph and story run the day T raining the campaign office as quickly before Election Day.) Regardless of Before Election Day arrives, set as possible. when you vote, check that you are aside time to train volunteers on registered to vote and that you are Getting out the vote is critical. how Election Day work is to pro- in the right place. Mistakes at this Ten votes per poll in a 100-poll ceed. Not everyone will be available point are embarrassing, whether ward means 1,000 votes. for training, so it is imperative that you’ve invited media or not! whoever is running your Election Day effort understands the process The Election Day Chair in order to provide clear instruc- The Election Day chair is one of tions in Election Day poll kits. the most important persons in the Samples of instruction sheets for campaign. They are responsible for inside and outside scrutineers are coordinating every single campaign provided at the end of this section. volunteer on the most important day of the campaign! Preparing the Materials Preparing the poll kits is work that The Election Day chair and the should begin as soon as the cam- volunteer coordinator should assess paign is launched. It should not the number of volunteers to be be left to the last days of the cam- recruited for Election Day, then re- paign, when everyone is busy with cruit and train them! One volunteer the final push. Preparations of these per poll, working in teams of four to materials is work that can be given complete their four polls, is a good to people who want to volunteer, base for calculating the number of but who may not feel comfortable volunteers required. canvassing.

36 The Election Day chair is also The Outside Scrutineer Telephone Canvassers responsible for preparation of The outside scrutineers are literally A telephone bank set up at central poll kits for inside and outside “pulling the vote” by going door-to- campaign headquarters is a good scrutineers, and for ensuring that door to ensure all supporters vote idea. This telephone bank should a sufficient number of marked before the polls close. At the start target the same polls that the voters lists are available for use of the day, the outside scrutineers telephone canvass called during by the outside scrutineers. target every identified supporter. the campaign, such as remote As the day goes on, they receive communities and apartment build- The Area Chair reports from inside scrutineers ings, in order to urge supporters The ward should be divided into about who has voted, and can to remember to vote. If an area areas made up of several polls, focus their attention on those who chair reports difficulties with a each with an area chair. The area have not yet made it to the polls. particular poll, the telephone bank chair is responsible for ensuring can also be useful. that the area’s Election Day workers If volunteer numbers are limited, do their assigned jobs on Election the outside scrutineer can also act Drivers Day, reporting any problems in this as an inside scrutineer, filling out During the campaign, and on regard to the central campaign. their own tally sheet by referring Election Day, supporters should to the poll clerk’s voters list. be asked if they need assistance The Inside Scrutineer getting to their polling stations. The inside scrutineer spends Once they’ve completed a round, Drivers should be on standby at the Election Day inside the voting they return to the polling station campaign office on Election Day to station, monitoring which support- and repeat the process. deal with requests for assistance as ers have voted. Their kit includes they are received. They can also be a copy of the unmarked voters If outside scrutineers need help, used to move volunteers to areas list along with multiple copies of or if supporters need rides to the needing a particular push, or to a “bingo sheet”* of numbers. When polls, they should contact the deliver meals to scrutineers. someone votes, the inside scruti- campaign office. neer crosses that person off the Official Agent If outside scrutineers manage to voters list and off their bingo sheet. Depending on the election legisla- pull every supporter within their They then pass this information to tion in your municipality, it is likely polls, they should inform the central the outside scrutineer. that scrutineers will require some campaign, in order to be assigned kind of authorization from the cen- Polling stations limit the number to other polls that may need help. tral campaign to enter the polling of scrutineers allowed to monitor At the end of the day, outside station and monitor the voting. It is each poll. If you have the resources, scrutineers can be among the often the official agent who signs have an extra inside scrutineer or individuals assigned to count votes these authorization forms. Each two in each polling station, so they in a poll. They should ensure that poll kit should have several forms, can take periodic breaks to report they are there ten to 15 minutes be- already signed and ready to go. In the results! fore the polls close. Remember that addition, the official agent should your campaign is allowed to have be available at the campaign office only one representative at each poll on Election Day. to witness the counting of votes.

* The voters list can be very long. To help volunteers cross off voters more efficiently, assign each voter in a polling station a number, then mark the voter’s list with those numbers, then hand out a bingo sheet with just the numbers listed. 37 Two Types of Election Day T he Decentralized Election Day Materials Organization Organization Marked Voters Lists T he Centralized Model The decentralized model relies on The master marked voters list is In this model, the campaign office “home centres” or “zone houses” as the single most important part of is the focal point for all volunteers the bases for volunteers on Election Election Day Organization. The on Election Day. Day. This model is more useful in Election Day chair must ensure that large and rural wards, where having sufficient copies of the final master Volunteers arrive at the office to everyone report to a central office voters list are made for Election check in for duty. They are given makes little practical sense. The Day. When determining quanti- the written material they require number of home centres is based ties, remember that the following (e.g., poll kit), then go to their as- on the number of polls in the ward. people will need copies: outside signed duties and poll. The Election One home centre for every eight scrutineers, headquarters staff/ Day chair checks volunteer names to ten polls is generally advisable, home centre staff, and telephone on the wall chart, showing that but if the polls are very large this canvassers. they have reported for duty and can be adjusted. If possible, try to that their jobs are now assigned. Headquarters Wall Chart choose a home centre in the middle A centralized system means that The Chair must prepare a large wall of a group of polls. any unexpected vacancies are chart that provides the following identified quickly, and that volun- In this model, volunteers report information for every poll: teers in the office can be assigned to their designated home centre. • the address of the voting station to fill them. Each serves as a satellite campaign for each poll; office, and each home manager If your campaign has been collect- • outside scrutineer contact details acts as a local campaign manager. ing information about supporters such as name, telephone number If any unexpected absences affect who need help getting to the polls, (home and office) and time he/ the process, the home manager volunteer drivers will be coordi­ she will be reporting for duty; calls the central campaign office nated from the campaign office. • inside scrutineer contact details to find a replacement. The outside Any known needs are dealt with as such as name, telephone number scrutineers contact their home cen- soon as possible in the morning. (home and office) and time he/ tres to report on their progress in The drivers are then dispatched to she will be reporting for duty; pulling the vote so that, if they are meet new requests as they come and having trouble or great success, in during the day. • contact details for vote counter. the home centre can respond On Election Day the telephone accordingly. This is the chart that will let the canvassers, the Election Day chair, campaign identify any vacancies Generally, the telephone canvass the campaign manager and a that need to be filled. and drivers are still run out of the few volunteers to answer the tele- main campaign office. phones should be the only people in the campaign office. Everyone At the end of the day, vote totals else should be pulling the vote. should be communicated to the central campaign headquarters, rather than to the home centres.

38 Outside Scrutineer’s Kit • the candidate’s written autho- Counting the Vote These kits must be prepared under rization, permitting the inside If the resources are available, each the direction of the Election Day scrutineer to enter the polling poll should have a volunteer watch- chair, and should allow for the as- station; and ing the vote count. signment of more than one outside • telephone numbers for the If not, polls within a single polling scrutineer per poll. Each kit should campaign office and home station can be combined. In this contain: centre. case, the vote counter will be able • a marked voters list for the poll; Vote Counter’s Poll Kit to watch a single count, but can • a poll map; Only one kit per poll is required. phone in all the results. • the addresses of the polling Each kit should contain: As the poll results come in, keep station and the home centre; • written instructions for the a running total of the count for all • instructions for the outside vote counter; candidates. The person responsible scrutineer; • Election Day results sheets; for the vote tabulation chart should • the name of the inside scrutineer • the campaign office telephone do this; however, consider assigning for the poll; number to be called to commu- this task to other volunteers as they • the candidate’s written autho- nicate the results; and become available. rization, permitting the outside • the candidate’s written autho­ scrutineer to enter the polling rization, permitting the vote station; counter to enter the polling Helpful Hint for • telephone numbers for the cam- station. Counting the Vote paign office or home centre; and • Have a phone line • tally sheets. Vote Tabulation Chart dedicated to receiving Inside Scrutineer’s Kit The Election Day chair should the results. The line for prepare a large vote tabulation These kits must also be prepared the campaign office can chart for the campaign office. The under the direction of the Election get busy on election night, chart should list all the polls in the Day chair. It is advisable to prepare and you want these calls ward, and the names of the leading at least two kits for each poll. Each to be able to get through. candidates. It’s a good idea to list kit should contain: the candidates in the same way • an unmarked voters list; as they’re listed on the ballot, as • tally sheets for the scrutineer to this will make transferring the mark the number of each voter data from the vote counters at who has voted at the poll; the polls easier. • the address of the polling station; A chart should also be prepared for • instructions for the inside display at the victory party venue. scrutineer; • the name of the outside scrutineer for the poll;

39 Sample Instructions for Outside Scrutineers

Check that your kit contains the following material: • Marked voters list with phone numbers of all identified supporters and possible supporters. • The documentation required to appoint you as the candidate’s agent. This is to be submitted to the Deputy Returning Officer (DRO) or equivalent at your polling station. • The telephone numbers of your campaign headquarters and home centre. • A set of instructions for counting the vote. One person from each campaign is entitled to be present at each poll for the count.

Go to your polling station, and register as a candidate’s agent.

If there is an inside scrutineer assigned to your poll, get the tally/bingo sheet showing who has voted.

If there is no inside scrutineer, use the list recorded by the DRO or poll clerk to determine who has voted.

On your voters list, cross off the names of all those who have voted.

Visit or telephone supporters who have not yet voted, and remind them of the importance of their vote.

Keep your area chair or home centre manager apprised of any problems or successes.

Return to the polling station throughout the day to see who has voted in the interim. This allows you to track your progress and stay up to date on who has voted and who has not.

Continue this process throughout the day, because every vote matters!

If every identified supporter has voted, inform your area chair or headquarters. They can then decide where to best use you for the rest of the day.

Fifteen minutes before the polls close, be sure that you’re inside the polling station and preparing to participate in the vote count.

To reach central the campaign office, call 123-4567

SEE YOU AT THE VICTORY PARTY AT 123 Main Street!!!!

40 Sample Instructions for Inside Scrutineers

Check that your kit contains the following material: • The documentation required to appoint you as the candidate’s agent. This is to be submitted to the Deputy Returning Officer (DRO) or equivalent at your polling station. • The telephone numbers of your campaign headquarters and home centre. • Tally sheets to be marked to show who has voted, which will then be passed to outside scrutineers. • A set of instructions for counting the vote. One person from each campaign is entitled to be present at each poll for the count.

Go to your polling station and register as the candidate’s agent. Before voting begins, you should witness the DRO checking the ballot box to ensure that it is empty; sealing the box; initialing the back of every ballot; and counting the ballots assigned to that particular poll.

How votes are cast: • A voter identifies himself or herself. • The poll clerk checks the official list for the name of the elector. If the name is listed, the person can vote. If the name is not there, the voter must show identification such as a passport or a form with residency address to prove eligibility to vote. • If the voter is permitted to vote, the poll clerk enters the voter’s name in the poll book. The voter receives a ballot bearing the DRO’s initials and votes behind a privacy screen. • The DRO or the poll clerk takes the folded ballot and checks that the DRO’s initials are marked on the back of the ballot. Then, in full view of all present, the ballot is placed in the ballot box. • The inside scrutineer now crosses that person off their marked voters list, and circles the number of the voter on the numbered “bingo” sheet.

If each poll in your polling station does not have an inside scrutineer, you may register at additional polls and ask to see the poll clerk’s list of who has voted.

If there are any irregularities in the procedure—especially regarding the identity of the voter—challenge the vote immediately! The DRO should then request the voter to prove his/her identity or swear an oath. An elector who refuses to take the oath when asked to do so forfeits his/her right to vote.

In the polling station: • Do not place election material anywhere. • Do not ask voters to support your candidate. • Do not wear anything to identify candidate affiliation.

At the end of the day, anyone inside the polling station at the closing of the polls will be allowed to vote.

You should supervise the counting of the ballots, as outlined on the instruction sheet for vote counters, and record the votes for each candidate on the tally sheet enclosed in your kit. Once the count is finished, call campaign headquarters to give them your poll number and results.

If problems or irregularities occur, call headquarters immediately at 123-4567.

SEE YOU AT THE VICTORY PARTY AT 123 Main Street!!!!

41 Sample Instructions for Vote Counters

The counting of the ballots takes place immediately after the polls have closed. At this point, both the outside and inside scrutineers should be in the polling station.

Ensure that you are registered as an official agent. You are then permitted to examine the marked ballots and review the tally.

The Deputy Returning Officer (DRO): • counts the number of electors who have voted from the poll book; • opens the ballot box and empties ballots onto a table; • counts votes, giving all candidates’ agents present the opportunity to examine each ballot and record the vote totals on a tally sheet as they are called out; • counts spoiled ballots; and • ensures that all ballots are accounted for.

Rejected ballots are: • ballots which have not been supplied by the Deputy Returning Officer; • ballots which have been marked more than once; and • ballots which have been written on to identify the voter.

The following are NOT “rejected ballots”: • ballots marked in any way by a DRO; • ballots marked with a sign other than a cross, such as a checkmark or filled-in circle; • ballots marked with a writing instrument other than the pencil provided in the polling station; • ballots on which the voter’s mark extends beyond the circle; and • ballots on which the circle is completely filled.

The DRO makes note of every objection, and decides whether or not to reject the ballot. While you may offer your opinion, the DRO’s decision is final.

If the results are close, make sure to note any ballots that were rejected and why, as well as any that were allowed but were questionable. If the results are very close, this will become useful information during any recount process.

Once the count is over, the ballots for each candidate are placed in a separate envelope and sealed.

As soon as you know the results of the count, phone them in to campaign headquarters. If the line is busy, hang up and try again. DO NOT leave until you have reported your poll.

If problems or irregularities occur, call headquarters immediately at 123-4567.

SEE YOU AT THE VICTORY PARTY AT 123 Main Street!!!!

42 Rules for the Election Outcomes exactly the same as failing. You’re Polling Station It shouldn’t be a surprise that on walking away from the campaign Campaign literature, badges, election night there are two likely with more experience than you had ribbons, signs, posters or similar outcomes. It is important that you before, and you raised your profile materials that support or oppose prepare yourself—mentally and within the community. This can a candidate are NOT permitted practically—for either eventuality. increase the chances of winning if at the polling station. You should have a response pre- you choose to run in a subsequent pared for victory, and another for election. Do not let your defeat dis- An agent may NOT talk directly to defeat. courage you from running again. an elector, or interfere with voting. Regardless of the result, there are The Day After the Election An agent MAY require an elector to certain elements that should be The following jobs will need to be show satisfactory proof of identity included in all speeches: done after Election Day: or take an oath as to his/her qualifi- cations to vote, provided the agent • Keep your remarks brief. Your • A “post-mortem” should be held, asks the DRO (not the elector), and supporters will not be in the to discuss how the campaign states the reason for the objection. mood for long speeches. strategy and tactics unfolded. • Thank those who worked for you, Campaign strengths and weak- An agent may object to the validity and those who supported you. nesses should be identified, and of any ballot. If they do, this objec- • Offer congratulations to your a plan to address them drawn tion should be recorded in the poll opponents, and the people who up for use in the next campaign. book. The DRO makes the final worked for them. • The marked voters lists should decision to accept or deny a ballot. be saved for the next election. If you win, remember that you An agent must not attempt to ob- Try to keep both a paper and are now a member of municipal tain any information about how an an electronic copy—just in case. council. You should acknowledge elector is going to vote, or how • A list of all volunteers and donors everyone in your ward, regardless he/she has voted. must be drawn up, and all should of how they may have voted. Work- be sent a thank you letter from NO communication devices may ing the room after your remarks will the candidate. be used inside a polling station. be easy: a simple matter of making • The campaign office needs to sure your supporters know how be shut down. This includes Once the counting of the vote has much you appreciate them and cancelling heat, hydro, phone begun, the room is sealed, and an their work. Enjoy the victory, but be and other services. agent may not gain access. If an prepared for the adjustment to life • All signs should be taken down agent leaves during the count, they as mayor or councillor. and stored for the next election. will not be re-admitted until the • All unused materials should be count has been completed. If you lose, try to be gracious, even inventoried, and this information though it will be hard. Working the passed on to the official agent to room will be more about support- include in the financial statement. ing the people who supported you, • The campaign’s financial state- as they deal with the disappoint- ment must be completed. ment. Remember that losing isn’t

43 Communications

Your key communications challenge will be raising your profile as a candidate.

44 Communications Basics To do communications “right”, be familiar with the issues, mean- Why do we communicate it is important to: ing that a less formal approach to with the media? delivering the message is needed. • To initiate coverage of a news • create the right message; Means of communicating with this story. • hit the right target audience; audience include newsletters and • To alter or influence the coverage • use the right means of your website. of a news story. distribution; and • To gain press exposure for • release the message at the External communications are those you as the candidate. right time. directed to individuals who are not identified as supporters and/or who When should you communicate Any communications process may be less familiar with you and with the media? is best measured by how well it with the issues. This group includes: • To announce major news about shares the intended information possible volunteers, prospective your campaign. and message, thereby creating the donors, local opinion and commu- • To announce important events desired image in the minds of a nity leaders, the general public and or policy decisions. target audience. It is therefore im- media. In this case, a more formal • To react to news from the portant to understand how to write approach should be taken: be com- municipal government or and deliver a message which will plete in your information; present other candidates. have the greatest impact on those your message accurately; and be to whom it is addressed. consistent in presentation, format Always remember to respect pub- and style. lishing and other media deadlines. The keys to creating a successful message are: There are benefits to treating all Your key communications challenge communications as external. Confu- • a consistent look and tone will be raising your profile as a sion or controversy can result when for the message; candidate. Even the best candidate communications are taken too • plain language that uses cannot possibly knock on every casually. All important announce- easy-to-understand terms; door and greet every voter in the ments should be made in writing. constituency, so use other means • a full discussion of the issue to reach the voter: media, cam- you are promoting; and What? paign literature, and signs. Often • appropriate distribution. What is the core message you are we forget that media is only one developing? What impression or Pretend you’re a journalist, and ask part of the communications pro- image do you want to create for yourself the following questions: cess, and lose sight of other as- your audience? You should be able pects of communications which Who? to summarize the essence of your are far more local and important. To whom you speaking? message in one sentence. Any mes- The phrase, “All politics are local,” Who is your target audience? sage should be succinct, direct and is especially true when it comes easy to explain. to communications in politics. Internal communications are those aimed at volunteers, campaign workers, donors, and like-minded organizations and agencies. Mem- bers of these groups might already

45 When? How? as independent, so uncommitted When should your campaign How will you get your message voters may consider indirect release the message? The issue out? Once an effective message communications more credible; of timing is crucial to any commu- has been created and reviewed, it however, your campaign cannot nications process. Whether it is a must be distributed. For internal control every element of indirect fundraising invitation, a media re- communications, your website communications. lease or a meeting date, the timing and newsletter will be the primary A campaign will produce and use a of the information’s release is criti- vehicles. To get messages out to variety of different communications cal to the success of the message’s external audiences, the media is materials. It is extremely important content. If the timing is wrong, usually required. This process will that these be consistent, having the issue can be lost, forgotten or be addressed in this guide’s section the same colour scheme, the same overshadowed by other issues of on Media Relations. typeface and the same slogans. the day. Communications Categories: To make an impression with voters, Where? Direct vs. Indirect you need repetitive contact. If all Where do you want your message Direct communications are those your materials look the same, it to go? Where will release of your in which you speak directly to your will help you achieve this goal. message be the most advanta- audience, and in which you control Demographics and Message geous? This question addresses the message. Some examples in- Development the way(s) in which to release the clude advertising, campaign signs, Essentially, message development message. This can take any num- brochures and speeches. These can is about matching the message to ber of forms, and can incorporate be targeted successfully to specific the voter. You want your voters to a variety of means such as a press audiences to change attitudes and feel you are responding to them. conference, a press release, your mobilize support, while excluding newsletter, an e-mail announce- the messages of your opponents. Your campaign should get your ment, your campaign website and People who don’t already support ward’s demographics from Statis- a mail-out/issue card. you, however, may view such tics Canada. Consider these groups communications as lacking in when crafting your campaign Why? objectivity. message and materials, to ensure Why is this information important? that the major groups in your ward Why are we doing this? Asking Indirect communications, or know your position on issues “why” is the review process earned media, consist of articles concerning them. for communications. The first and interviews that other people question creates a strong message have produced, conveying your and results in consistency and message and identity. Your mes- credibility in the long term. The sage is going from you to the second question addresses why people via other channels. To the overall communications process get indirect media, some of the is important. tools you can use include press releases, press conferences and independent news interviews. With indirect communications, you enjoy a larger audience. The media is generally seen

46 Building a Elements of • Resources: What tools do you Communications Plan a Communications Plan need to deliver the message to What are we communicating? When developing a communica- the audience? • What are the values we want the tions plan, it is important to • Timeline: When will you be public to associate with us? consider the following: sending the message? • How can we make our identity distinct from other candidates? • Audience: Who are you trying Once you’ve decided what you’re • How will we win the support of to reach? communicating and to whom, new voters? • Method: Where does the you’re ready to involve the • How will we keep the support audience get its information? media in your plans. of previous voters? • Messages: What are the right messages for the audience?

Sample Communications Plan

Overview: Short introduction of the background, Audiences: Bulleted list of who we are situation analysis, challenges and objectives of communicating with, such as the list the project provided below

Strategy: Short synopsis of the communications • Media strategy to support the project, briefly describing • Provincial and federal government officials what types of communications vehicles will be • Team members used and why • Stakeholders • Academics Tactics: Bulleted list of the key tactics that will be undertaken as part of this project, such as the list Key Messages: 3–5 topline messages provided below Timeline: List with date, activity and a few details • Develop and issue media release in [month], in bullet form for each major element of the plan, timed with other major events to ensure following the example below maximum positive coverage. • Ensure that all teams and stakeholders are aware [Month, date]: Launch [name of project] of announcements, so that they can use them. • Issue news release at [time]. X will serve as • Coordinate with the social media team to ensure the primary spokesperson. that messaging is supported on blogging and • E-mail from X distributed to team members social media sites. at [time]. • Twitter message sent at [time]. • Facebook page updated at [time].

47 Required Approvals and Timeline:

T actic aPPRovals required timeline

News release • X to draft • [Date first draft is required] • Y (subject matter expert) to review • [Dates assigned to each • Subject matter expert to secure stage, allowing as much time necessary approvals from their team as possible; build in time for • Final sign-off translation as well]

[Include a row for each communications piece or tactic requiring approval]

48 Campaign Literature “Copy” is the text of your campaign Your campaign will use some, or all, literature. Hiring a professional to Helpful Hints of the following communications write copy is worth considering. Re- for Printing tools: gardless of who writes the copy, it • When choosing a printer, should meet basic voter information consider proximity to the • Candidate card, brochures, needs, while also communicating campaign office and hours flyers, or doorhangers your key campaign messages. Copy of operation. • Issue backgrounders should include biographical infor- • Stick to a simple colour • Newsletters mation, so that the voters know scheme, and use it in all of • Buttons and stickers who you are. Campaign card copy your materials. Remember • Signs should also present a few essential that white is a free colour! Preparing a Literature Plan aspects of your election platform in • Plan ahead. Re-ordering simple terms. One useful way to develop a litera- always costs more, as does rush printing. ture plan for your campaign is to Other Kinds of • Take all your campaign start at Election Day and work your Campaign Literature printing to the same print- way backwards. Develop a schedule In addition to the candidate card, er, and ask for a volume of what you will need, and when there are many other kinds of discount. you will need it. campaign literature. Depending • Consider combining your on your budget, your campaign Once a preliminary schedule has order with campaigns in literature could include the items been created, prioritize each of nearby wards to obtain an listed below. the items. What is essential? What even bigger volume dis- would be good to have? What is • Issue cards/policy count. wishful thinking? Take a look at backgrounders: This literature • Proofread your copy. Noth- your campaign budget, and decide should explain your positions ing is worse than opening which items you can afford. You on current and new campaign a box of pamphlets and can develop your own quantity issues. Such literature can be finding a spelling error. estimates by using census figures, targeted to specific neighbour- • Remember that the more tax rolls, city directories and voter hoods, or even to a single apart- pieces you order, the less registration lists. ment building. expensive each item is. For • Newsletters: Newsletters have example, 500 copies of a Throughout the campaign, review photos and short, newspaper-like flyer might cost $15. But your budget to make sure your articles. These can be printed 1,000 copies might cost expenditures are still on target. at the campaign office using a $20 and 5,000 pieces Developing a Candidate Card quality printer. Folded into thirds, only $40. • When you print your flyer, As soon as possible, your cam- they fit into standard envelopes consider designing it so paign should start developing a for mailing. that when fully opened, the candidate card by obtaining some • Buttons and stickers: But- back replicates your signs! good colour and black-and-white tons and stickers are useful for This allows supporters to photographs of you as the candi- identifying campaign volunteers place it in a window and date. Make sure to have formal and and supporters during canvass- promote you! informal shots, family pictures, and ing. They are an affordable way any photos of you with business, to make people feel part of the community or political leaders. team, by allowing them to show Action or candid shots are they support you. Use the same preferable to static ones. “look” as you have for your signs to make the buttons and stickers.

49 Campaign Lawn Signs Always check local by-laws to Deciding how many, what kinds, There is a reason why the term make sure your sign postings are and what split between large and “sign war” has emerged in election legal. Most jurisdictions have rules small signs, is a major campaign campaigns! Many candidates be- governing sign size, content, decision. Estimate how many sign lieve signs are the most visible and display dates and placement. requests and locations you think influential part of an election cam- you can generate, and how many paign, as well as a good indicator large signs will be needed for Helpful Hints of their support. It is unlikely that arterial roads and highways. Then for Sign Design many candidates have won solely reconsider that list in light of your • Make sure that all of your on the strength of a great sign budget. The sign campaign is likely campaign, but candidates have lost signs, including the ones the second largest campaign bud- because of a poor sign campaign! promoting your campaign get item, second only to the print- Signs provide continuous contact office, look the same. ing bill for your campaign literature. with voters, and are visible proof • Use upper and lower case During the last week of the of support. letters to make your signs easy to read. campaign, try to get as many sign The Signs • Slogans make signs look locations as possible in the general There are three different sizes cluttered, and make them area of each polling station (check of signs: large and medium signs hard to reuse in future local rules!). Some signs should be for public spaces, and small signs elections. held back to be used on Election for store windows and residential • Check out what colours Day, in the event that there is dam- lawns. All three sizes should have your opponent and neigh- age or vandalism. Signs still in the the same design to save on print- bouring candidates are campaign office on election night ing costs and increase your name using, and choose represent votes that could have recognition. Today, most campaign different ones! been swayed! signs are made of coroplast, which It is very important to maintain is a plastic-cardboard product that signs after they are erected. Signs withstands the elements better will be lost to weather, vandals, and than pure cardboard. (It really even to well-meaning supporters does last longer!) who may take down the sign to

cut the grass or to do yard work. Sign locations will come primarily Sign Strategy from canvassing. In addition, people A successful campaign will install will phone the campaign office to lots of signs quickly on the first day offer to take a sign. It is important of the display period, then increase to set up a system for receiving the number of signs to demon- and recording all requests for lawn strate campaign momentum during signs, so that they can be erected the remainder of the campaign. on a timely basis as well as checked Place a priority on arterial roads regularly. Keeping track of all of and highways before you turn your your sign locations by computer attention to residential neighbour- will allow you to check quickly and hoods. A sign on a bus route or easily how many signs requests you a major highway will be seen by have, and how many of the request- hundreds more people than a lawn ed signs have been installed. sign in a housing subdivision.

50 The Internet and Retirees and seniors represent Campaigning the newest and the most rapidly Who Is Connected? growing Internet user group; Canadians are connected! The however, their online behavior is people most likely to be connected different from that of youth. Instead are, in no particular order: of gravitating to the “New Social Media”, they focus on e-mail and • those with some post-secondary Helpful Hints for websites, and tend to read every- education; Your Sign Campaign thing exhaustively. If you have a • those with above-average • Supporters who take signs typo five pages deep into your income; are likely to vote for you, website, at the bottom of a page— • small-business owners; so you should be sure to it will be a senior who e-mails to • office and professional workers; stay in touch. tell you about it. • women; • Remove your signs after • youth, especially those in post- Having a web presence is no longer the polls close—this cre- secondary institutions; and a strategic “do we or don’t we” de- ates goodwill, and you • seniors/retirees. cision. It is a necessity. The Internet can reuse them in the next allows candidates to have direct, election. These groups represent some private, and personal contact with • Never install a sign without powerful demographic sectors in voters, without being filtered, moni- the permission of the prop- any campaign. They’re key sources tored or distorted by the media. It erty owner! Make sure the for volunteers, and for donations. provides an almost instantaneous sign goes where they want, They’re likely to have issues that means of reaching out to voters, if they’ve been specific. they care about, and to vote in line and increases the accessibility and (Be careful with flower with those issues. transparency of candidates and gardens!) democracy. • Don’t tear down oppo- Two of these groups—youth and nents’ signs, even if asked seniors/retirees—deserve special Still, it is important to realize that to do so by a homeowner mention. Young people (i.e., those throwing up a webpage is not or resident. under the age of 30) do not have a sufficient in and of itself. The key • Plan to lose some of your historically stellar record of turning seems to involve a fully integrated signs to the weather, and out to vote. They are very engaged outreach strategy, with the Internet even more to vandalism. in the Internet community, however, as one among many components In some campaigns, more so targeted messages and cam- used in implementing that strategy. than 50% of the signs paigns delivered over the Internet “disappear”. might just generate an up-tick in Website youth support and engagement. It should be easy for someone in- This was the case in the Obama terested in finding out more about campaigns, during which youth you to find your website. When were mobilized as never before. deciding on an address, don’t use acronyms whose meaning may only be known by a few insiders—use your name! If possible, purchase all

51 domains involving your name, to Your website can also be used to Use your website for fundraising. ensure that your opponent doesn’t achieve specific communications Make a specific appeal, add a cap- grab one and start spreading goals. For instance, if a large por- tion on your main page, then ask misinformation. For a few hundred tion of your ward is comprised of people to “click here” for details. dollars, you can control most of a particular ethnic population, you Change the details of the appeal the options, such as: www.ourcan- could include a greeting or mes- periodically—and each time it’s a didate.com, www.ourcandidate.org sages in their language. Innovative new request! Create a very simple and www.ourcandidate.ca. While websites can earn media coverage, form for donating, and always pro- you will be using only one of these and any media outlet that decides vide payment options: a credit card addresses, owning them all means that your site is worth mentioning number through a secure transac- no one else can have them. is free advertising! tions system, or a printable form to be returned with a cheque. Every Nothing is more frustrating for a A good website should feature page on your site should have a visitor to your website than having the following sections (or pages): clearly visible “Donate” button. to wait for very large files to down- load. Although videos, animation, • candidate biography Everyone who asks how to volun- photos and sound are extremely and accomplishments teer must receive a response. There appealing and show a lot of cre- • issues is no bigger waste than turning ativity, it’s important that you not • how to volunteer away willing supporters and volun- go overboard on glitzy material. A • how to donate teers. List all possible jobs, and let website that is clear, informative, • calendar of events them indicate the ones that interest and quick and easy to navigate, is • “forward to a friend” them. Offer them a chance to check almost always a better choice. (If • youth, seniors, women off the days and times when they you’re interested in making sure • voter guide are most likely to be available. your website is accessible to the • latest news visually impaired, please visit www. • e-mail sign up Respond to questions and com- w3c.com and www.cnib.ca for more • “on the campaign trail”/blog ments, and do so promptly. Consid- information.) • “undecided voters” er including a page on which you • “give us your feedback” post the best questions and your Benefits • “frequently asked questions” responses. A well-designed website offers a large number of strategic benefits It is a good idea to include infor- During the campaign, frequently to the campaign. It can be a low- mation on how to vote on your update your content—particularly cost platform to display messages website. If you can make it simple the photos. It isn’t necessary to and policies, while also presenting for voters to verify their poll num- provide all new content; just be your positions on issues. Pages ber and voting location, they are sure it’s up to date. Having an event related to various issues that allow infinitely more likely to go out and on your “upcoming events” that has visitors to provide feedback, com- vote for you! On this page, include already happened doesn’t make ments, or opinions can be used instructions on who to call for a you look terribly organized. to shape your response to policy ride to the polls; how to get on the issues. They also serve to engage voters list; how to arrange for a visitors in the political process— proxy vote; and anything else you everyone likes feeling that their feel would be helpful. opinion is valued.

52 E-mail Helpful Hints for Your Website E-mail—and its potential for • Recognize your supporters and volunteers through stories and reaching people—is an amazing photos—instigate a volunteer of the week! campaign tool. There is no other • Think things through before posting material on the website, and way to send messages as quickly, really think before taking material off the site completely—you may inexpensively or extensively. E-mail be accused of hiding something. Have an “archive” section instead. is also a brilliant tool for mobilizing • Check all links you include on your website to ensure they function your grassroots support through- properly. out the campaign. It’s a great way • Monitor any discussion pages. Have a clear set of standards for of ensuring that every volunteer appropriate comments, and remove any that violate those criteria. and supporter feels up to date and • Ask every visitor to your site for permission to save his/her e-mail included in what the campaign address for future contact. is doing. Sub-groups within the • Make sure you promote your website and e-mail address in campaign (policy team, fundraising speeches, at press conferences, and on all news releases, brochures, team, canvassers, etc.) can also de- television and radio advertisements, fridge magnets, buttons, pins, velop and use their own e-mail lists hats, shirts, bumper stickers, etc. for internal communication. • Monitor your opponents’ websites closely, to ensure that you can On Election Day, e-mail is one of identify and respond quickly to any positions they take on issues, your best friends. Send an e-mail or any attacks they may make. message reminding your support- • Remember: your website is a 24-hour office. Design it and man- ers to vote—including where to age it just like your headquarters. Treat all visitors to your website vote, polling hours, and the location with the same courtesy and attention as you would anyone who of the victory party. dropped into the campaign office. E-mail is also useful in any “crisis” that may arise in a campaign, be- cause it allows for the rapid coordi- nation of information and activity. As soon as a position is drafted, all volunteers and organizers can quickly be informed of the official “campaign line”, along with any necessary background information.

E-mail is quick, cheap, and cost- effective. Pinpoint messages can be sent to a wide variety of spe- cific groups based on criteria such as demographics, pet issues and voting intentions. E-mail messages can also be used to respond to crises, and to motivate supporters throughout the campaign and on Election Day. Just remember to proofread before hitting the “Send” button!

53 Social Media Facebook Blogging What is Social Media? Facebook is an open-to-the-public A blog is a type of website with Social media is the term most social networking website and regular entries of commentary, often applied to online sites that platform. Users of the site can cre- descriptions of events, insights on a allow people to create and share ate a profile, add friends, send and particular topic, and even other ma- information, and to establish selec- receive messages, create events terials such as graphics and videos. tive connections with others. Use and accept invitations, update their Blogs combine text, images, videos of social media is growing rapidly, “status”, create and join groups, and links, and usually allow read- and has begun to change how peo- write “notes” (blog posts), upload ers to leave comments. While there ple discover, read and share news, and tag videos/photos, write on a are many types of blogs, campaign information and content, while also friend’s “wall” and become “fans” blogging features content with putting powerful publishing and of organizations, politicians or commentary or insights. communications technology into companies. There are more than the hands of individuals. In short, 200,000,000 users, and half of it is changing the game when it them sign in every day! Helpful Hints for Successful Blogging comes to publicizing issues and Twitter • Write in a witty and organizing people to take action, and should be included in any Twitter is a free social networking conversational tone. If your campaign. and micro-blogging service that post is boring, no one will enables its users to send and read read it. The Benefits of Social Media other users’ updates, known as • Incorporate links into your “tweets”. post—especially links to • Reach: Anyone anywhere has news stories and other access if they have an Internet Twitter is a new take on blogging, blogs. connection. and in some ways more closely • Keep your blog posts • Accessibility: Unlike traditional resembles text messaging with a current. media, social media are avail- 140-character limit. Users include • Use an attention-getting able to anyone for little or no news services, editorials, politi- title and try to hook cost, and required no additional cians, corporations, and individuals readers. knowledge or training. who tweet updates to their profiles • Encourage user interaction • Speed: Social media operates at while also following the updates through comments, and be the same speed as the Internet— of others. Tweets can be directed sure to participate in the constantly changing, adapting at individuals, or keywords can be discussion. and evolving. applied and trends followed. It is • Use other social media • Interaction: Provides direct estimated that Twitter has between tools such as Facebook and feedback and immediate results four and five million active users, Twitter to promote your that traditional media do not, and it is ranked the third-most-used blog post. and allows collaboration and social network after Facebook and • Remember that blogs the sharing of knowledge and MySpace. are dynamic; there are information. no hard-and-fast rules! For detailed instructions on cre- Experiment to see what ating your own Twitter profile, works and what doesn’t please visit www.howcast.com/ with your audience. videos/149055-How-To-Use-Twitter

54 For instructions on creating your To make your video go viral: own blog with the popular free • Keep it short. Thirty Helpful Hints For Google-run blog site Blogger, seconds to three minutes is Electronic Media please visit www.youtube.com/ ideal. Anything much more • Always ask for an e-mail watch?v=BnploFsS_tY than five minutes in length will address, as well as almost certainly be ignored, permission to use it. YouTube Videos or viewed only partially. • Keep messages short, and Online videos are a great way • Try not to make your video include a link to your web- to convey a message, while also seem like a commercial. site to tell the whole story. sharing and promoting informa- Make sure the title and de- • Make sure some of the tion. Your videos do not have to be scription are compelling. Use messages go out under fancy or require a lot of production, statistics and other interesting your signature as and can be shot with inexpensive information to grab people’s candidate. cameras—even the webcams built attention. • Establish an e-mail into most laptops. • Generate some initial traffic address for you as candi- As more and more people gain for the video by promoting it date that is widely dis- access to broadband Internet, on Facebook and Twitter. tributed, AND make sure the viewing and sharing of online For instructions on getting people who write to it videos continues to grow. With all started with YouTube, please visit receive a response. of the competition out there, you www.youtube.com/t/yt_handbook_ • Have someone within your need to take specific steps to make produce organization sign up for your opponents’ electronic your video stand out. The ultimate Meetup goal of any video (or other web feeds, to keep up to date While social media has revolu­ campaign) is to “go viral”. This on what they’re doing. tionized the means by which means that your video has reached • Include your website ad- information can be conveyed—as a “tipping point”, becoming pro- dress on every e-mail. well as interaction between people pelled across the web socially • Try to get a link established across great distances, and the by means of e-mails and other to your website from the mobilization of individuals—it can web-based person-to-person sites of groups or organiza- never replace the need for direct interactions. tions who support you. human interaction. Meetup helps • Send supporters a “vote organize groups, making it easy for today” reminder via e-mail anyone to organize a local group or or Twitter early in the after- find one of the thousands already noon on Election Day. meeting face to face. More than • Accept questions and 2,000 groups get together in local comments on your blog communities each day, each with and website, and respond a goal of improving themselves or as quickly as possible. their communities.

55 Above all, it is important to remem- Your campaign has key messages List of Reporters ber that the Internet increases the you want to convey to the public. Draw up a comprehensive list of speed and ease of communicating. The trick is to have those messages media representatives who might This means that one bad e-mail appear in the stories printed or be covering the municipal cam- could spread like wildfire and ap- broadcast about your campaign. paign—list all relevant news organi- pear on thousands of screens. Be zations, newspapers, magazines, careful with everything you send. Media encounters can be divided radio and television stations, and That being said, the rewards of a into those that are proactive and wire services. This information well-designed and well-implement- those that are responsive. Respon- should be available at your local ed e-mail strategy are unmatched. sive media encounters are those public library. The Canadian Ad- which journalists initiate and to vertising Rates Digest (CARD) and Media Relations which you, as candidate, must the Canadian Community News- Many voters may form their opin- respond. Proactive encounters are paper Association index are two ions of you as a municipal election those that you initiate by way of good lists that include ethnic and candidate without ever meeting news releases, news conferences, Aboriginal media, and can help to you. They receive much of their letters to the editor, op-ed articles, build your list. information from the media. Your or calls and visits to editors, task is to make the most of oppor- journalists and columnists. Once you have a list of outlets, tunities to gain positive news try to discover the following: When dealing with the media, exposure. This is often called always remember not to be intimi- • Who will be coordinating elec- “earned media”. dated. They need information from tion coverage? Are there report- Regardless of the medium in which candidates to produce their stories, ers specifically assigned to the you are working or the coverage as much as candidates need media campaign? you are seeking, it is important to coverage. It is a mutually beneficial • What is their policy on covering develop a strong working relation- relationship. candidate news conferences? ship with editors or reporters in an • What is their circulation or Press Kit effort to strengthen the chances of audience rating? Think about preparing a press kit. getting good placement for your • How should news releases be Press kits are a way to present the story. The best way to establish this delivered to the newspapers media with basic information about type of relationship is to develop and broadcasters? you and your candidacy. credible communication practices • What are their deadlines for news releases and announce- through a strong communications Your press kit should include: process. Clear messages, presented ments? to members of the media in a fair, • a candidate biography; • What is their policy on running accurate and concise manner, on • an 8 x 10 photograph; campaign news releases? a regular basis, will go a long way • a statement on the candidate’s • Will the radio and television towards earning their respect for reasons for running for office; stations provide free airtime for you and your campaign. and candidate debates and forums? • how to get more information (campaign phone number, e-mail, street address, website, etc.).

56 • What is the newspaper’s policy You should always have examples on accepting photographs on hand to support your core mes- Helpful Hints for provided by outside groups? sage. Always be sure to include Getting an Op-Ed If a newspaper does accept examples of how your efforts will Published them, what quality requirements affect your local community life • Write in a conversational, must be met? What kind of (e.g., a park will stay open or busi- journalistic tone, and avoid written information must be nesses will enjoy lower taxes). any confusing jargon or provided with the photograph? acronyms. Try to convey your message in What are their photo deadlines? • Keep it brief (150– sound bites—eight to 15 seconds • What are their advertising rates? 200 words) and factual, long—that a reporter can quote even if responding to an Your list should include the names, or replay. This means you should attack. (It is reasonable to addresses, telephone numbers, and keep your message brief. By doing write in response to a pre- e-mail addresses of the journalists, this, you are less likely to go viously published story.) as well as any editorialists, weekly off message. • Include your name, address, columnists and researchers for phone, fax and e-mail coor- radio and television public affairs Proactive Media dinates. shows. L etters to the Editor, Op-Ed Articles • Expect the newspaper to Responsive Media Letters to the editor and op-ed call and verify that you did Taking Media Calls (opinion-editorial) articles are indeed write the letter. Reporters will call for your reaction good ways to get a clear, reasoned, • If you do not hear back to comments or events. At times, complete version of your position within a day or two, make they may be asking you to respond to the media. A newspaper might a polite call asking if the to something that you have not approach you to write one; but it is letter has been received. heard about. It is important to much more likely that you’ll have to • You can send an op-ed remember that you are under no convince them to publish you. You piece without warning; obligation to respond to a report- can also get your volunteers and however, if you have to er’s questions. If you feel capable supporters to start a write-in cam- invest much time in writing and prepared, you can respond paign! They can write to the media one, it’s best to check with immediately. Alternatively, you can outlet about how great you were the editor ahead of time. ask the journalist what they want at a debate, or how brilliant your to know and their deadline, then policy ideas are. call them back at that time.

Every time you speak to a reporter, remember that you have a message to convey. Use their questions to repeat your message. Turn ques- tions to your advantage by using a “bridge” to bring the discussion around to a presentation of your message.

57 Press Releases Press releases are the most basic Helpful Hints For Writing Press Releases method of communicating with the • You need a headline, a date, a release date (usually “Immediate”) media. A press release should only and a dateline (the location from which it originates). be issued when you have genuine • Define oury purpose. The news release is a planned part of the news to communicate, and when campaign. Know what you hope to accomplish with your news you have a clear message to convey release. Target your message. about events and issues that are • Start with a strong lead. The lead sentence is the attention-grabber relevant to voters. With each media and conveys the essence of the message. That way, if the editor outlet, the definition of “news” may cuts the length of your copy (usually from the bottom up), your vary, so try to shape each release to story will still be told. satisfy the needs of your targeted • Be brief. Cut out any repetition and clutter. media outlet and voting audience. • Proofread for spelling and typographical errors. Get someone Also sometimes referred to as a who was not involved in writing the release to check it over. news release. • Avoid editorializing. Stick to facts, not opinions. • Your release should be double-spaced with wide margins. Your press release must accomplish • It should fit on a single page. three things: • Include “-30-” at the end of your text. This international • It must capture the attention convention indicates that the information is complete and ready of a busy editor and reader. for distribution. • It must focus on the central • Provide contact information at the bottom of the page, including point. a telephone number where the candidate or other spokesperson • It must include the necessary may be reached at all times. information to stand alone as a short article.

When writing a release, consider the point of view of a reporter reading it and write accordingly.

After the release, call reporters to A press release is designed to be make sure they received the release sent to media, but should also be by e-mail or fax, and ask if they added to your website. are interested in writing about the story, or if they have any follow- up questions. Many, many press releases are put out each day, and many are ignored—it may be that extra effort is needed to get your story told.

58 Sample Press Release

For immediate release

POLITICAL ACTIVISTS PICK UP CAMPAIGN SKILLS—WOMEN CANDIDATES POISED TO WIN BIG

Iqaluit, Nunavut—[month day, year]—Female candidates from across the region met at City Hall today for an exciting day of campaign training and networking. The event was one element in a program developed by the Federation of Canadian Municipalities, and sponsored by Status of Women Canada. The program was developed in an effort to get more women elected to municipal office across Canada, with a goal of 30 per cent by 2026.

“I am very honoured to have been a part of this two day training seminar,” said Councillor Mary Jane Watson, one of the conference organizers and member of FCM. “It’s so exciting to be around this kind of energy and optimism. I’m sure I’ll soon be counting many of these women as my colleagues on Council.”

The Federation of Canadian Municipalities (FCM) has been the national voice of municipal government since 1901. With more than 1,900 members, FCM represents the interests of municipalities on policy and program matters that fall within federal jurisdiction. Members include Canada’s largest cities, small urban and rural communities, and 18 provincial and territorial municipal associations. For more information about FCM, please visit www.fcm.ca

Information (Media): J. Mowbray (123) 456-7890

Press Conference Press conferences are about • the script for speakers at the If you are going to call a press a perfect pairing of the message, press conference; conference, you’d better have the participants, the look, and • the press handout that you give something to say. You should also the media, and the logistics. media at the press conference; have a reasonable expectation that and at least three or four journalists will The Message • the press release that you issue Your message must be consistent attend your press conference to after the press conference. across all press conference mate- ask questions. Press conferences rial. Use the same phrases and key Restrain speakers from bringing should be strategically timed, and words in: up different topics or ineffective should be called in order to deal arguments, and keep written ma- with important events or issues. • the media alert inviting reporters terials focused on your message— The candidate should be well pre- to the press conference; don’t confuse reporters by raising pared and certain of all the facts, • the script you use to call new ideas! Pick one or two main and should have rehearsed answers reporters; messages, and REPEAT, REPEAT, to anticipated questions. REPEAT.

59 If you have more than one speaker • Are you using literal signs or News coverage is unlikely to be at the press conference, each visual cues such as people in uni- good if another activity—such as should make points in favour of form, people from specific walks an election or an important social the candidate’s point of view while of life or cultural groups, etc. or cultural event—is held simul- deflecting any anticipated criticism. taneously and consumes all the Account for your opposition’s criti- • Do the speakers and audience attention of the public and press. cisms in your participant’s remarks members reflect your target It is thus important to analyze the and press release. audience? situation carefully and choose your time wisely. The Participants • Is there anything about your All press conference participants conference that might help make Logistics should absolutely reflect the it visually appealing, interesting You will need: message. For example, if you’re or memorable to the media? announcing a policy you’re pro­ • An easily accessible site for your The Media posing to lower residential taxes, news conference. Prepare simple Distribute a short media advisory you should try to have representa- signs indicating the place where informing journalists of the topic, tives from a homeowners associa- your event will be held. Choose date, time and location of your tion, an economist, and an over- a central location with adequate press conference a few days before joyed taxpayer. parking. It would be unfortu- the event, giving them enough time nate if journalists missed your The Look to make plans to attend. Members news conference because they It’s important to realize that a press of the media are much more likely couldn’t find a place to park, or conference isn’t just about the to report on a press conference if perhaps couldn’t even locate words that are said; it’s also about it is held in a professional manner. the site. the visual impression you make. If a • A quiet room. Make sure you provide members picture is worth a thousand words, • A table at the entrance for media of the media with the required it’s surely worth a few minutes of registration. Documentation press kit, including photos, the your time to ensure that the event for journalists should be on the candidate’s biography, the can- presents a picture of which you can table, and should include a regis- didate’s platform, a copy of the be proud. tration sheet. event’s press release, and previous • Chairs and a microphone, clips. Also ensure that the set is Ask yourself the following: suitable for the size of the room appropriately lit and wired for and the number of people • Do the venue and set-up sound. expected. (tables, backdrop, etc.) reflect and support the candidate’s Members of the media have public persona? schedules to keep, so it’s very important that the event start on • Is the press conference efficiently time and stay on time, especially managed? Remember that vot- if you hope to gain live coverage. ers often become uneasy when a candidate appears disorganized.

60 The Interview Helpful Hints for Your Press Conference Interviews—all interviews—require • Daily papers usually prepare their weekend editions on Thursdays, preparation. Once your interview so try to hold your press conference on a Wednesday or Thursday is printed or aired, it is too late to morning. correct yourself. • Journalists must have sufficient time to write articles or to meet The first step, as with any commu- news deadlines, especially for television news, so 10:00 a.m. and nications activity, is to identify the 2:00 p.m. are good times to hold a press conference. message and the audience. Once • Make sure the candidate has time to be briefed, to rehearse, and this is determined, practice ques- to review important facts and figures before the press conference. tions and answers until you are sure • Choose a location that is appropriate to the announcement: e.g., you can deliver them simply and day care, hospital or housing site! clearly, in only a few sentences. • Use a podium, and have a backdrop—even if it’s just your signs, or a flag. Next, you should find out what you • Talk rather than read, but be precise about anything that you can about the format. Television have placed in quotes in an accompanying news release and radio interviews are often very (read these if you must). structured and can take various • Speak directly to the cameras in front of you, or look slightly to forms. For instance, it’s imperative one side. to know whether an interview will • Take questions, but keep your responses brief and on message, be broadcast live or be pre-taped, and don’t let one reporter monopolize the floor. and whether you’re facing a panel • Tell reporters when you’re taking your last question, and leave the or a single interviewer. room when you’re done. • After the press conference, you should put together a media review If the interview is live, you must by compiling all the resulting newspaper articles and media reports. ensure that you are able to hit all • When the candidate gives a speech and there is a written text, your messages within the allotted print it off, mark it “check against delivery”, and distribute it to the time. If it is pre-taped, it will likely reporters. It can be included in the press kit handed out to report- be edited before it is broadcast. ers before the event, provided upon request afterwards, or included This means that it is important for in all subsequent press kits. you to be as succinct as possible, as only a few seconds may be kept after editing.

In many cases, radio interviews are done by telephone, whether live or pre-taped. It sounds obvious, but these interviews invariably go better if you can make the call on a landline in a quiet room.

61 In addition to knowing the format Some examples are: Sound Bites and material to be covered, it is im- A 15-minute interview may end • “The real issue is …” portant to become familiar with the up being printed as a single quote • “Let me add …” specific media outlet, if you are not in a newspaper, or as a single • “It’s important to emphasize / a regular viewer or reader. Ask for 60-second news story on televi- not to overlook …” the characteristics of the primary sion. Don’t take this personally, but • “No, let me clarify …” audience member (audience demo- do prepare for it. Preparing for this • “Let me put this into graphics), then decide what facts, possibility is mostly about ensuring perspective….” anecdotes or emotional statements that you have a “sound bite” answer • “That’s a good question; will be most effective for this audi- for all the main issues and ques- I’m glad you asked about that,” ence. An interview with Rick Mercer tions of the campaign. A sound bite then bridge to a message. requires different preparation than tells voters why they should vote one with Peter Mansbridge! Television Interviews for you, and should be repeated at every opportunity. The more often When a television reporter asks The Tough Question you repeat this critical message, the to do a story, there are specific There is a trick in journalism in greater the chances the media will ways to prepare that differ from which a reporter will ask a ques- carry it. tion with wording that they hope a print media interview. A televi- will shape your response—a baited sion reporter needs short, snappy Follow Up question. The key is to recognize quotes or sound bites. The more a After the interview, be sure you these questions, and not repeat candidate uses sharp phrases and obtain the journalist’s contact infor- their phrasing in your reply. One sentences, the more frequently mation. You may have more to tell classic example is: “Your opponent they will be seen on the news. the journalist on this topic later, and says you are a liar and a crook. might need to get in touch with Ignore the camera and talk to the What do you say to that?” They him or her. Ask when and where the reporter or host—they’re the person want you to respond, “I am not a interview will run, and make sure to whom you’re actually talking. liar and I am not a crook.” This gives you watch the interview or read Sit comfortably, but if on a couch them a very usable quote! A better the newspaper when it comes out. or deep chair, be sure to sit up answer would be, “My opponent While watching or reading it, check straight. (Slouching never inspires talks a lot about me, and very little to see if the quotes they have from confidence!) When sitting down, about his ideas for the community. you are accurate. make sure that your jacket or blazer I spend my time talking to people is properly smoothed down and not about how to improve our neigh- Save a copy of the article or inter- bunched up. Wearing a jacket or bourhood.” view and send it to other journal- shirt with buttons is a good idea, ists, as appropriate. If they know Be polite, but immediately reassert as these work best with the lapel that you are an expert on an issue your message. The key tool here is microphones most TV stations pre- such as schools or taxes, they may the bridging phrase. fer. Once seated, rest your hands call you in the future. on your knees or on the arm of your chair and, if you must cross Take the opportunity to mention your legs, make sure you do so to the journalist any other stories with the camera angles in mind, or events in which they might and while keeping yourself open be interested. to the interviewer.

62 Interactive Programs Interactive programs refer to call-in shows on radio or television sub-headings. Under the that allow guests and audiences various headings, add any to participate. statistics or data that you may Make sure the need to recall. This will ensure speech is relevant to the Phone-in shows are excellent ve- that arguments follow in logical venue and audience. If you are hicles for presenting information sequence, and that you don’t making a speech at a school, and receiving public feedback. It is end up hopelessly off topic. An then your position on after-hours thus important to participate. You anecdote to illustrate a point or programs is relevant. Your position must not be shy; your opinion is a quotation, or to epitomize an on garbage pick-up is less relevant. valid. The more clearly you express idea, will help keep your listeners Plan your events so that all yourself, the more likely you are interested and make it personal elements of your platform will to convince people. If, on top of to them. be highlighted, then focus on that, you are witty, polite and have a single theme for each venue. a good sense of humour, you will enjoy even greater success. Helpful Hints for Speeches Prepare for these shows in the • Try to avoid using note cards. If you must use notes, make them same way you prepare for an inconspicuous. Put notes on cards (postcard size), and refer to all-candidates debate. them as seldom as possible. Speeches • If using a manuscript, place it on a lectern. Don’t use a manuscript Over their careers, politicians without a lectern. are expected to make hundreds • Avoid planned dramatic gestures, and instead be natural. of speeches. If you’re a new can- Don’t be afraid to show emotion. didate, now is the time to figure • Avoid mannerisms that could be distracting, like twirling your ring out your speaking style. No matter or shifting from foot to foot. People will start to focus on how an- how good or bad a public speaker noying your fidgeting is, and not on what you’re saying. you may be naturally, this is some- • Watch people in the back to know if you’re speaking at the right thing that can always be improved volume. If they’re paying attention, your voice is carrying. through practice. • Speeches should be short—no longer than three to five minutes— and should convey a limited number of points or messages. Plan your speech the way you Jamming too many ideas into a single speech will probably planned your essays in school: main guarantee that none of them comes across. point, supporting arguments. Make • Listen to a television announcer reading the news. They speak in sure someone listening can extract short sentences, and use simple words. The announcer’s objective your “thesis” or message. Prepare is the same as yours: to get the message out in a clear and interest- an outline of what you are going to ing fashion. So, write your speech like television copy. say, with main headings and • Have an effective conclusion. Nothing is sadder than an excellent speech with a shoddy conclusion.

63 Finally, there is a whole field During the debate, strive to be P ublic Events of people who write and give the most reasonable person in the Take advantage of existing events speeches for a living. If you’re studio (or room). Be polite and and networks: go to places where not feeling confident about an courteous with everyone from people congregate, such as com- upcoming speech, consider allo­ the time you arrive until the time munity events. This is particularly cating a portion of your budget you leave: hosts, staff, opponents important in rural areas, where it to hiring one of them. and audience. This will show that is often difficult to cover the entire you’re someone who’s confident area because of the distances be- All-Candidates Meetings and in control, and not at all wor- tween homes. As a candidate, you and Debates ried about how the debate will might want to become involved There is nothing like an all-can- go. While debating, be crisp and in many activities to give yourself didates debate to get any candi- assertive in your remarks, not angry greater exposure. date’s blood racing. The decision or rude. Try to use timing to slip in about whether or not to attend on an opponent, rather than talking Meet the Candidate an all-candidates debate can be a over or interrupting them. If two As a candidate, you might consider strategic one. Usually, you should or more of the participants start hosting a “coffee hour” or a similar participate—voters and media ex- arguing back and forth, wait for an event in your home or the home of pect it, and it gives you a chance to opportunity to calmly interject a someone in the area. Invite a small share your passion and beliefs with balanced remark. This presents you group of neighbours, and use it a wide audience, some of whom as the voice of reason—and clearly as an opportunity for an informal are supporting your opponents. the better choice! question-and-answer session. “Meet the Candidate” events work If you get a chance to make open- Many debates are held in front of a best if there are at least 30 people ing and closing remarks, prepare live audience, sometimes even with attending, and if they’re mostly them carefully and rehearse them questions drawn from the audi- uncommitted voters. Plan one or repeatedly. Make sure your re- ence. If either is the case, be sure two parties in the same area—you marks fit well within any time limits to have some of your supporters should stay for half an hour at you are given. Hopefully, with the attend. Their cheers will encour- each, then move on. Have some amount of practice you’re doing, age you, and they might even get brochures distributed to guests notes won’t be necessary; however, a chance to ask a question you can before you arrive. Have workers if you feel you must have them, knock out of the ballpark! If the available to recruit new volunteers write a few key words and phrases session is live, also make sure that and accept donations. on cards, and keep them out of you aim most of your remarks at sight until absolutely necessary. the audience, unless you’re answer- Factory Visits ing a direct question or accusation Do your homework. Have your Get a couple of your supporters to from one of the other candidates. campaign team gain permission for come up with a series of questions The audience represents the people you to tour the plant, accompanied you anticipate you might be asked. you have to reach and convince by a worker. Talk to workers on the Focus on local issues, or points of that you’re the one for whom they line. Shake hands at the gate at contention between the candidates. should vote. shift change. Make sure you have Prepare short responses and sound someone known to the workers by bites for each question, and practice your side. them until you know them by heart.

64 Bus Stops Target early morning stops outside Helpful Hints for Media Relations apartment buildings or high-traffic • Do not believe that anything is EVER “off the record”. Everything areas. Work your way down the bus you say may be reported. If you don’t want to read it on the front line over a number of mornings. page of tomorrow’s newspaper, don’t say it. Ride rush-hour buses and hand out • Practice before all media contact. Anticipate questions and literature to passengers. Start at the rehearse your answers, making sure they are brief and clear. back of the bus and work your way • Don’t be afraid to negotiate. Before you agree to an interview, towards the front. Shake hands only find out what you are getting into and negotiate conditions. if the voter offers first. Don’t be shy to set limits regarding certain topics. • Treat members of the media with respect, and maintain your sense Mainstreeting of humour. Go to each store on a street in • Be honest. Lies, half-truths, white lies and fabrications will catch your ward, introduce yourself, and up with you. Making stuff up is bad way to set policy! chat briefly. Identify stores that will • Don’t be afraid to show passion and conviction—key messages carry your signs. Choose days with should be meaningful. light commercial traffic. Make sure • Do not overreact to bad press. The purpose of the interview is to you greet the people on the street communicate your message. Be polite and clear about your limits, as well. and always bring the subject back to your key messages. • Convey the facts and restate positions. • Return media calls immediately. If you don’t know the answer to a reporter’s question, call back with more information later. If you still don’t know the answer, tell them so, and tell them when you will have the information. Don’t say “no comment”. • Make it easy for media outlets to do their jobs. Reporters are not always familiar with all of the issues. The more information you can give them, the better and more accurate their coverage will be.

65 Personal Attacks and The campaign should be run in attack occurs at a public meeting, Negative Ads accordance with your predeter- respond to it immediately. If you While an ideal campaign is one in mined strategy, not as a series of are attacked in the media or in an which nothing but policy ideas are reactionary moves. advertisement, journalists will often debated, it is entirely possible that ask you for a response. This is an When you and your team were at some point in the campaign you opportunity to rebut the attack: setting your campaign strategy, or your supporters will undergo dismiss the attack and move on you should have considered pos- a personal attack. Attacks can to the issues. sible ways in which your opponents come from opponents, or from the could “go negative”. Have a plan There are also times when it is media. These attacks will undoubt- for responding to attacks. Possible better to have someone other than edly be hurtful, and will inspire you responses begin at ignoring the the candidate respond. This person and your supporters to respond in attack, and move up in intensity is generally the campaign manager, kind; if at all possible, however, you from there. Regardless of how you because they can have more flex- should stay on message. It is im- respond, it is critical to be calm ibility in their response. portant that you not give in to the and reasonable in your response. desire to react to each and every In the event of widespread attacks, unfavourable report, article, edito- If the attack has been made in a your campaign should develop a rial or opponent’s statement. public way, or communicated to series of “talking points” and dis- you through public channels, then tribute this material to campaign provide the information needed workers (especially canvassers!), to rebut the attack, but do not who can then use the information respond in kind. In particular, if an every time they talk to a voter.

66 Television, Newspaper and buy a general placement or you can again and again in a message Billboard Advertising buy a specific page and position. no longer than 15 to 30 seconds. T he Advertising Campaign The second option is more costly, Target audiences can be identified There are four main advertising but it ensures that you’re not at by station and by time of day. venues in political campaigns: the back and surrounded by other If a station covers more than your newspapers, radio, television and ads. Newspapers generally offer ward, consider splitting the pur- billboards. discounts based on volume. It’s chase of airtime with neighbouring possible that, by buying more lines candidates. There are specific laws that govern and space, you’ll actually pay less. election advertising. Make sure you Ads should be simple and have Television advertising is generally are in compliance with these laws bold headlines. expensive, and is not usually limited before going ahead with anything. to voters within a particular ward. Be strategic in your choices. If you Weekly newspapers are especially If you choose to pursue this option, have a limited budget, pick one or powerful in communities without remember that you’ll only have two types of media and dominate a daily paper. Weeklies are thus a 15 to 30 seconds to speak. Target in those media. The goal is repeti­ great place to advertise. Otherwise, your buys to shows or times when tive contact, and dominating a the same principles for purchas- your target voter is likely to be particular type of media makes ing advertising apply as with daily watching. With television, it’s a this easier. papers. good idea to buy your time closer to Election Day. T he Advertising Message In both daily and weekly newspa- Your advertising should mirror your pers, consider the use of colour. It is Billboard advertising can be useful campaign literature. The candi- more expensive, but it does greatly to create awareness of your cam- date’s pamphlet is a good starting increase the number of people who paign. It is obviously most useful point, as it contains all the essential notice and read your ad. in high-traffic areas. Make sure you information about you and your know where the billboard will be platform. In addition to a consistent In addition to daily and weekly going, and make sure to account message, make sure you keep the newspapers, don’t forget about for distance from viewer when look consistent as well—not only is ethnic community papers. These deciding on font size. Book well in this more professional, but it also can be very useful for targeting advance, or your competitors will helps to create a brand and identity specific voter groups. If producing get the best spots. for you. text in an alternate language, al- ways pay to have it professionally Public transit advertising can A dvertising Outlets done. be found on specific bus shelters, When deciding where to buy your benches and stations. Remember, advertising, remember that there Radio offers the most value per that advertising on public transit are strengths and weaknesses for advertising dollar in campaigns. Its is not permitted in some each type of media. chief advantage is flexibility. Once municipalities. the airtime has been purchased, Daily newspapers are a good you can change your message to choice in most markets; however, fit campaign events without high the cost of newspaper advertising production costs. Radio ads should is significantly higher in major be repetitive, with the candidate’s urban markets. When buying name and main messages repeated newspaper advertising, you can

67 C onclusion

Running for office – win or lose – will change your life. You’ll make friends; discover new aspects of yourself and your community; and gain deeper knowledge of your neighbourhood and its issues.

The information contained in this guidebook is not one-size-fits-all or cast in stone. It is meant to set you on the right track, and to introduce resources and ideas you may not have had. Each candidate and each community is different, so each campaign should be too.

In order to get to the point where women make up 30 per cent of local government councils, we need roughly 1500 more women in office – you can be one of them…

Good luck!

68 Appendix A: Resources

This list includes many of the guides, handbooks and other materials available for candidates in municipal elections. The general aspects of a municipal election campaign are consistent across the country; however, in order to understand the specific rules that apply in your jurisdiction, it is best to use a guide designed for your area. Contact your municipality to see if there is a local election guide.

GENERAL RESOURCES: WOMEN IN POLITICS

Author Resource

Nova Scotia Advisory Council Untapped Resources: Women and Municipal Government on the Status of Women in Nova Scotia • A discussion of women’s participation in municipal government www.women.gov.ns.ca

Le Groupe Femmes, Politique • This group has a mandate to educate women on et Démocratie political involvement www.femmes-politique-et-democratie.com

Equal Voice • This group has a mandate to increase the political presence of women in elected and non-elected capacities at all levels of government www.equalvoice.ca

YWCA Edmonton: One Woman, • This group focuses on encouraging all types of political One Vote involvement, and provides profiles of Edmonton women in politics www.onewomanonevote.org

GENERAL CAMPAIGN RESOURCES

Author Resource

Nova Scotia Advisory Council Votes for Women: A Political Guidebook on the Status of Women • A handbook for campaigning www.women.gov.ns.ca

69 Centre de documentation sur Comment prendre sa place en politique: étapes…franchir pour se l’éducation des adultes et la présenter en politique municipale, provinciale et fédérale et plan condition féminine d’organisation d’une campagne électorale

• A descriptive guide for involvement at all levels of politics • Resource must be purchased http://catalogue.cdeacf.ca

Equal Voice Getting to the Gate • An online campaign school for all levels of government www.gettingtothegate.com

ALBERTA

Author Resource

Municipal Affairs and Housing Running for Municipal Politics in Alberta • A comprehensive guide, updated in 2010 www.municipalaffairs.alberta.ca

BRITISH COLUMBIA

Author Resource

Canadian Women Voter’s Congress • A non-partisan organization encouraging Canadian women to participate in all levels of government http://womenvoters.ca

Ministry of Community Services Candidate’s Guide: Local Elections in British Columbia 2008 • A comprehensive guide to the election process in B.C. www.cd.gov.bc.ca/lgd/gov_structure

MANITOBA

Author Resource

Manitoba Intergovernmental Affairs Municipal and School Board Elections • A guide to the election process in Manitoba http://web5.gov.mb.ca/mfas/mfas_elections.aspx

70 NEW BRUNSWICK

Author Resource

Government of New Brunswick Information for Prospective Candidates in Municipalities and Rural Communities • General information on the election process in New Brunswick www.gnb.ca

NEWFOUNDLAND AND LABRADOR

Author Resource

Municipal Training and Development Make your Mark Corporation • A guide to all aspects of the election process in Newfoundland and Labrador www.makeyourmarknl.ca

NORTHWEST TERRITORIES

Author Resource

Elections Northwest Territories • A guide to all aspects of the election process in the Northwest Territories www.electionsnwt.ca

NOVA SCOTIA

Author Resource

Nova Scotia and Municipal Relations Candidate’s Guide to Municipal and School Board Elections • 2008 guide to the election process in Nova Scotia www.gov.ns.ca

71 NUNAVUT

Author Resource

Ministry of Municipal Affairs Election Information and Housing • Resources related to the local election process in Nunavut www.maca.gov.nt.ca

ontario

Author Resource

Ministry of Municipal Affairs Municipal Elections 2006 Guide and Housing • Overview of the municipal election process in Ontario www.mah.gov.on.ca/Asset1432.aspx

Canadian Union of Public Employees Municipal Elections Toolkit 2006 • Contact CUPE Ontario to obtain

QUEBEC

Author Resource

Groupe Femmes, Politique L’École Femmes et Démocratie et Démocratie • A five-day campaign school for candidates at all levels of government www.femmes-politique-et-democratie.com/ecole_ete.php

L’Opération Mentorat • A mentoring program which pairs former politicians with women just beginning to get involved in politics www.femmes-politique-et-democratie.com/mentorat.php

Affaires municipales et Je pose ma candidature Régions Québec • A comprehensive website detailing steps for nomination and campaign requirements www.mamrot.gouv.qc.ca

Gaspésie et des Îles À table mesdames! • Comprehensive candidate’s guide www.bv.cdeacf.ca

72 SASKATCHEWAN

Author Resource

Municipal Relations Division An Election Guide for Rural Municipalities • A comprehensive guide to rural politics in Saskatchewan www.municipal.gov.sk.ca

yukon

Author Resource

Elections Yukon Information for Candidates in Yukon Elections www.electionsyukon.gov.yk.ca

73 Appendix B: Legislation

Most jurisdictions have guides available that present legislative requirements in a consolidated and user- friendly format. Candidates may also wish, however, to refer directly to the appropriate legislation in order to clarify the rules, as secondary sources do not guarantee the most up-to-date legislative requirements. Municipal by-law officers are a useful resource in determining applicable local legislation.

ALBERTA

Municipal Election Information www.municipalaffairs.alberta.ca/mc_elections.cfm and Forms

BRITISH COLUMBIA

Local Government Elections www.cscd.gov.bc.ca/lgd/gov_structure/Elections

MANITOBA

Municipal Councils and School web2.gov.mb.ca/laws/statutes/ccsm/m257e.php Boards Elections Act

NEW BRUNSWICK

Municipal and District Education www.gnb.ca/elections/municipalelections-e.asp Council Elections

NEWFOUNDLAND AND LABRADOR

Elections Act www.assembly.nl.ca/legislation/sr/annualstatutes/ 2001/M20-2.c01.htm

Election Act Amendments www.assembly.nl.ca/legislation/sr/annualstatutes/2005/ 0521.chp.htm

NOVA SCOTIA

Municipal Elections Act http://nslegislature.ca/legc/statutes/muncpel.htm

ONTARIO

Municipal Elections Act www.mah.gov.on.ca/Page184.aspx

74 PRINCE EDWARD ISLAND

Municipal Election Legislation www.electionspei.ca/municipal/legislation/index.php

QUEBEC

Loi sur les élections et les www2.publicationsduquebec.gouv.qc.ca/dynamicSearch/ référendums dans les municipalités telecharge.php?file=/E_2_2/E2_2.html&type=2

SASKATCHEWAN

Municipalities Act www.qp.gov.sk.ca/documents/English/Statutes/ Statutes/M36-1.pdf

Local Government Election Act www.qp.gov.sk.ca/documents/English/Statutes/ Statutes/L30-1.pdf

YUKON

Elections Act www.gov.yk.ca/legislation/acts/elections.pdf

Municipal Act www.gov.yk.ca/legislation/acts/municipal.pdf

75 Appendix C: Provincial Contacts

The following is a list of provincial and territorial bodies and government contacts that you may find useful. Municipal by-law officers are often your most useful contact, as they will be able to speak specifically to the circumstances and requirements of your community.

ALBERTA

Alberta Association of Municipal www.aamdc.com Districts and Counties

Alberta Urban Municipalities Asso- www.munilink.net/live ciation

Alberta Municipal Advisory (780) 427-2225 Services Unit

BRITISH COLUMBIA

Union of British Columbia www.civicnet.bc.ca Municipalities

MANITOBA

Association of Manitoba www.amm.mb.ca Municipalities

Manitoba Intergovernmental Affairs (204) 945-2572

NEW BRUNSWICK

Cities of New Brunswick Associatio (506) 357-4242

Association francophone des www.afmnb.org municipalités du Nouveau-Brunswick

Union of Municipalities of (506) 523-4522 New Brunswick www.umnb.ca

NEWFOUNDLAND AND LABRADOR

Municipalities Newfoundland www.municipalitiesnl.com and Labrador

76 NORTHWEST TERRITORIES

Northwest Territories Association www.nwtac.com of Communities

NOVA SCOTIA

Union of Nova Scotia Municipalities www.unsm.ca

NUNAVUT

Elections Nunavut 1-800-267-4394 www.elections.nu.ca

ONTARIO

Association of Municipalities www.amo.on.ca of Ontario

PRINCE EDWARD ISLAND

Federation of Prince Edward Island www.fpeim.ca Municipalities

QUEBEC

Fédération Québécoise www.fqm.ca des Municipalités

Union des municipalités du Québec www.umq.qc.ca

SASKATCHEWAN

Saskatchewan Association of Rural www.sarm.ca Municipalities

Saskatchewan Urban Municipalities www.suma.org Association

YUKON

Association of Yukon Communities www.ayc-yk.ca

77