Candidates Who aren't Really Running

Why, you might ask, do people throw their hat in the ring, when they plan to spend no money on an actual campaign. They might buy a few signs, maybe print off their policy points on a sheet of paper from their home computer and attend a couple of debates. But that does not make a serious candidate. Without any effort to raise money, not a lot, but just a enough to get one or two mailers out to voters and have a walk piece to carry around to people in the precinct. Never mind a consultant to help you craft and effectively market your message, what's the point?

Is it just to see your name on the ballot? Just to make sure the incumbent has some competition, even if it's a token race? Or is it some kind of misplaced ego thing. Do these people really believe that even with no effort on their part, somehow, voters will decide they are the best person for the job?

In a recent race for Supervisor in a southern California county, of the eight people who filed, only four raised any money at all, with only two of those hiring a campaign consultant and sending mail into voters' homes.

The other four filed form 470, the form that you file with the County and State, that says you plan to raise and spend no more than $2000. For a Supervisor race, even in a small county, you need to spend several thousand more than that just to reach any voters at all. Most people never get to candidate debates. A few more, but still a low percentage of the total, read the local newspapers. And guess what: Signs don't get you votes. That's generally where the $2000 is spent.

I guess the reasoning is, "If I spend a lot of snazzy red, white and blue signs and plaster them all over the place, in the road medians and freeway exits, everyone will see my name and be sure to vote for me."

So not true. The rule of thumb is the voter has to be "touched" by the candidate at least 7 times, and more than one of those ought to be in a mail. Other ways to reach out to voters are walking precincts, for which you need a good catchy piece to hand out, along with several volunteers to help you deliver materials, phone calls to the voters' homes, preferably by a live person and not a robo call (although there are times and circumstances when these can be very effective, if done correctly), letters to the editor, opeds in the local papers, ads online and in print, and signs. In that order of effectiveness. Notice what's last on that list. If you're in a large County, you might consider TV and radio, plus a savvy internet campaign that is carefully targeted to reach your voters with the best message that will resonate with them.

Polling at the outset to get the lay of the land and help craft your message effectively, is always a good idea, but not necessary. In any event, even in the smallest of communities, $2000 does not get you very far. 

You might just throw a big party with that money instead for the candidate that comes closest to your values and invite all your friends. You can have a caterer come and maybe even a small chamber orchestra. Or donate it outright. That way, you can feel your money is being put to good use, and not just adding to highway clutter with more signs.