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- Ron
Harold “Roadblock” McElvain is a legendary political consultant based in Western Kentucky. The long-serving former Sheriff of Muhlenberg County turned his efforts to the election of other candidates upon leaving office. He now manages campaigns and leads them to victory in America’s rural communities. Statewide and Nationwide candidates frequently come to Roadblock to draw on his practical and effective down-home techniques to reach out and mobilize rural voters.
Roadblock Consulting
Depoy, Kentucky
[email protected]
Our conversation will cover the important people and organizations that you cannot ignore. Roadblock will explain his time-tested approach to volunteer and donor engagement. You will be amazed at the amount of money that can be raised—even in rural areas—if you do it right.
First I want to thank you Ron for letting me have the opportunity to be on your program, and hopefully we can help those candidates (especially first timers) with lots of rural area to cover in their campaign.
I know I am limited on the amount of time we have tonight and I can’t cover everything you need to know because when I give a seminar to my volunteers it takes about 5 hours just for their part to familiarize them on how to run the campaign.
First, managing a campaign in the city or country will always have some of the basics such as;
recruiting volunteers, fundraising, phone banking, canvassing, working absentee ballots, providing high visibility for the candidate.
It is very important that you have someone to run your campaign, even if they’re not experienced.
If you are lucky enough to have a campaign manager, they will run your campaign from fundraising to the victory party.
There are many things that have to be done if you want to be successful in your campaign, with or without a manager.
First, let’s talk about fundraising. Before you start taking donations, you need to check the law, because in some states you must have a letter of intent that you will be a candidate or a fully filed candidate declaration before receiving any money; you will want to check on how much you can take and the amounts. Out of your group of volunteers, I suggest you establish a treasurer, or get a good CPA. It’s important.
The candidate has to have some money of their own. That’s the bad part. You’re not going to be able to raise the money you need at first to run your campaign. You should call all your friends and anybody you know to donate to your campaign, and possibly to volunteer for your campaign. Please don’t be bashful in asking for money or volunteering service.
As soon as you have a few volunteers and before we start raising lots of money, and before you start visiting voters, you should run a poll to see the three things that concern people most.
When you are sure that you are going to run, you should have a professional company to run a poll and find out what is the 3 things that concerns people the most. Keep in mind if you are covering much area this could change with the demographics of the area, and that is why it is important to get a professional to do this and find out what is on the mind of rural area people as well as the city folk.
It is according to the area; you might say that people have different ideas and things are different for them. For example, city people might be worried about taxes and spending; rural people might be worried about moral issues and immigration. Rural might be farmers; city folks might be worried about jobs.
This is first, because people will want to know what you are going to do for them. You will have to satisfy them you might say. Even when you are going to the most important political leaders first like the Boards and Chairs. When you come to my house, that is exactly what I’m going to ask you. You will have to satisfy them, even when you’re working with boards and chairs, you need to talk to people one on one. You need to know before any fundraising what to use in your speech.
Also for media, you better be ready for that, because they’ll ask questions about these issues. These polls will make a lot of difference for you. They’ll ask you why are you running, what you will do.
Also you will keep 3 major topics (and only 3) in all your visits and speeches, that come from this poll, unless you are asked about something different, even when it sounds like a broken record because this is going to resonate with the people. You should stay with the script, which we will talk about later. You or your manager should put in content by numbers from the poll that is taken.
It’s time to build your list of volunteers and donors. The candidate should call all friends, family, co-workers, and party members and ask them to be a volunteer in your campaign. Very seldom will you have too many.
Now that we can receive money, it’s time for the friends and volunteers to start getting names together for a fundraiser. At all functions you should have a list so that people can sign up to become a volunteer, a donation box clearly marked, and at the same time you should have someone asking, “will you take a yard sign?” Tell them you’ll put it up later in the campaign; it’s a little early here.
Back to fundraising: First you have friends starting getting envelopes with addressed prepared to send out with date, time and place. You also need 8-12 sponsors at the bottom of that page. Make your letter have excitement in it that will help you in your campaign. Remember it has to have a legal disclaimer.
Then start getting the names ready to send out to invite. With each letter, make sure a donation envelope is in there. Have the candidate personally sign, with a different color ink pen, on all letters going out to people for the fundraising, so they’ll know it came from the candidate personally. Start with your volunteers and friends and family; don’t leave them out. Don’t forget people you work with, go to school with, go to church with, party executives, or elected officials.
Here’s a tip: Go to the internet and look at your state registry of elections finance. Explore the names and contributions in your party. That will show you some of the locals that will be potential donors.
Also, go to each elected official online; see who gave to them. It will give you another list of potential donors.
In addition, you might have the elected officials try to influence those people to give you a donation. These are people who are accustomed to giving to donations.
Don’t forget organizations that will be affected by what you’re doing and what you believe in. These people will help you. See if you can get endorsements of local unions and state unions. Be sure you send each an invitation to the fundraiser. Go online and find out what unions are in your area. Most will give if they endorse you. Some will give even if they can’t endorse you in certain offices.
Create a website and include a donation button. Remember your volunteers from the website and invite them. Some will give in person who will not give out a credit card number. Use facebook by giving them the address and make sure you get their name and address with all donations for reporting purposes. Always include a legal disclaimer on all materials including online. Always post events on facebook.
Another tip: It’s very important to have a full room. However many you think you’ll have, get a room that is smaller with standing room only. We have 32,000 in this county and about 10,000 voters. For the last race I managed, we got a room that would hold 175 people and we had about 325 show up. Needless to say there was some excitement. I had a friendly newspaper reporter come over and we had a raving review stating that an excited crowd turned out. This was a great help in the campaign.
Also if there is excitement in the room folks will give more freely and write bigger checks. Overall, in the primary we raised about $20,000 against a strong incumbent. We had only about 10,000 total votes, so we spent about $5 per vote. My guide is to budget between $5 and $8.
Tip: Make sure you keep the names of those who come to your first fundraiser because you will use them two more times; here’s why. After their first donation, they’re called old money. Within 30 days we will have another fundraiser, write a letter, and ask them to bring someone with them who might give to the campaign.
Run an ad in a local newspaper to run a free bean supper. At this rally, keep in mind if you put them in a 20 acre field it will look pretty small so use the same idea about where you have it. Now if they bring somebody with them, this is known as new money.
Finally, about two weeks before Election day, we’ll ask them for some money to get the mailer out for GOTV. Most of the time they’ll give you a little bit, but not as much as in the past.
During the campaign, the fundraising director needs to set up deputy fundraisers to set up coffees in each district. Try to get 10- 20 people to help raise $500 to $1,000 total for each. It should be easy to have ten coffees in a small election of one or two counties, which will bring in another $10,000 to your campaign. You can have supporters to bring something with them to the first fundraiser or the second fundraiser and auction it off. It will bring you a little money but not a lot. You’ll have to have them claim it as an in kind contribution. It’s ok for some of the volunteers to have a coffee at their home; you’re better off if it’s at someone else’s home because you pick up more supporters.
One of the things I like with good old boys or girls is $10 to $20 donations. You couldn’t shake them people off unless you punched one or did something stupid. A donation is a signal that they are with you for sure. Keep in mind that many voters don’t really make up their mind until they’ve checked out the candidate. Those donations will be the last to come in, but you have to ask for them or someone won’t get any money and it will be you.
Here’s a tip: If you know someone wealthy and even if you know he’s not for you go see them anyway. I have seen them give a donation to both candidates. Imagine that.
The manager or the candidate should set up a flowchart for your campaign. This will tell you when to give your announcement of candidacy, and you should map out on the flowchart when everything takes place such as; phone banking, canvassing, sign setting and when all radio, newspaper and TV ads have to be run and so forth. Fundraising is separate at times, and different types, and don’t forget to pick out a good place for the victory party in advance. Have the location close to the middle of the area you’re running in; you have to have reservations for that.
You can make this flowchart by getting three or four volunteers or family together and find you a good wall or some place that you can put up a 3 ft. wide by 10 ft. long white piece of thick cardstock. Then, get some post it notes of different colors. Put the beginning date for your campaign to start at one end at the bottom of your board and a ending date at the other (which is a few days later after the election day because you should also map out some things to do after the election, like financial reports etc.).
The manager or candidate should map out when each wave of phone calls are to be made (at least three).
1. to get more volunteers
2. asking voters to vote for the candidate and also picking up volunteers or contributions
3. to get out the vote (GOTV)
The first wave of signs to go out are the big signs; they need to be in high visibility places. You might also want to think about a billboard sign if you are unknown. Then, yard signs go up in volunteers’ yards in all areas. Third, put signs out to show momentum and strength toward the end of the campaign.
Here’s another tip: Be sure and save some signs for the last of the campaign in case someone tears up all your signs or wind or weather gets them scattered.
Sign tips:
• You will need a sign setter to do maintenance on signs in case they bend over or tear up.
• Make sure they’re not in the right of way next to the road. Highway departments will pick them up when the grass gets high and they have to mow.
• Don’t put them up anywhere people need to mow around them. They’ll need to take it up many times and sooner or later they’ll leave it sitting next to their out-building or whatever. Put it next to a flower bed, at the edge of a driveway, or the end of their walkway so they don’t need to mow around it.
• Always put signs where both directions of the road can see it.
• Always use large signs in the country. You can’t read it across a large ditch or something. Having large signs makes your campaign appear twice as large.
• Do not get cardboard signs if you have to run in the primary and fall; they will cost you more in the long run because they will not hold up.
• Always save the addresses from the primary.
• Don’t leave signs up too long. Your opponent will target that voter. Take up the signs, refurbish them, and get ready for the fall.
Let me make an important suggestion to you: Make sure your opponent’s home area is the last place you work. Do not set signs in the area unless you’re sure that you have a good chance of winning that area (which I doubt). Whoever does your area analysis should be able to tell you what your chances are, but I believe they will be slim.
Setting signs in Andy’s home area of Mayberry, you will make Barney, Aunt Bee, Floyd, Gomer and all of his friends get worried and this will fire up his workers and it will cost you votes. Not only will they call in Mayberry, they will call every friend in Mt. Pilot, too!
How many people could you see in Mayberry while politicking before they will tell Andy?
Working your opponent’s home area should be like flying a stealth plane; you had better make it hard for them to see you working in that area. Like I said earlier, it will bring out his troops. You can get someone to work slowly in his hometown better than you can. If he lives in a small area out in the country, sometimes just don’t fool with it. You’re better off sneaking in there briefly.
This is just a little of the basics that you need to do in the city or country rural areas. Now that you get the idea of what you have to do, let’s talk about running a campaign in Andy’s home county and town of Mayberry. As Barney says lets nip it in the bud.
First, let’s keep in mind that country folks will know who lives five miles up the road and also they usually know who is Democrat and who is Republican. I would bet that in the large cities you don’t know your neighbor three houses down on either side, because it is a different kind of communication, different life styles. What would seem nosey in the city might just be friendly and neighborly in the country.
Here are some of the problems you will have to deal with if you are running in a large rural area.
Find out who is the Chairperson of the Executive Board of the party and get a list of all their Board and Chairperson’s home addresss and phone numbers. When at the Chairpersons home ask them to get you a list of precinct people that are captains or chairs in the precinct. This will help in mapping out your visits later.
Visit board members at their homes first. At this time, it is very important to ask them for some help. This is the key word help. Next, visit them at their monthly meeting as a group.
Also, include in your visits all your party people that are paid by the state to help in the election process—the folks who take care of the machines and voting places–because they will for sure be there to vote and they have political knowledge to start with or they would not have the job. These names can be found by whoever runs the election process in your area. While you are in their home, ask them to help you with people that they think you should see. This is usually the important people that do political work. Keep a list; you will put them in their prospective area later when mapping out your places to visit. This will save you time and money.
Then go to the Precinct level and do the same thing, see your precinct captains and ask for help and write down names. They will give you names and put these into your mapping area system for visits and for sending out mail later.
Just remember: If you go to a regular voter’s home before you check with your captain in the area, and he sees you or finds out you have been there, you will probably lose that captain’s support. This is true everywhere, but especially in the country, because they have been used to receiving this respect before candidates go to their voters. This is what we call ego rights, also known as respect.
Then visit all Elected Officials and ask them for their help and ask who they think you need to see. They will give you some names that should always be thought of as prospective volunteers and donors. Put them down in a separate folder for fundraising calls. Follow-up can be handled by your volunteer coordinator.
Before we go to see Floyd the Barber, here are some of the positions you need to fill when the volunteers are available.
Fundraising Director, Deputy Fundraising Director, Communication and Events Director, Volunteer coordinator, Scheduling and Time Management Director, Internet Web Tech Director, Internet Web Data Manager, Internet Face book, Clipping Service Director, Phone Banking Director, Canvassing Director, Absentee Director, Special Needs Coordinator, Union Endorsements Director, New Registration Director, Veterans Committee Coordinator, Youth Director, Sports Men & Ladies Action Committee Chair, Agriculture Committee Director, Educators & Teacher Association Coordinator, Entertainment Committee, Senior Committee, Women’s Coordination Director, School Vote Director, Fire Department Coordinator, Bus Drivers Coordinator.
These are when you have a well-greased campaign and plenty of volunteers. As you can see you must work on volunteers. When you fill these positions, they will influence others. Sometimes there’s competition for the prestigious positions.
Next: Setting up districts. The best thing you can do if running in a rural area and especially mountain areas and hilly country is to decentralize. If you have a few cities of 10,000 as well as lots of rural area, hills, mountains, etc. you need to run mostly independent district campaigns.
You’re going to get the word out to the people in the country better, and you can tell what you need more so. If one district is really running good and one is not, you might need to get your volunteers over to the other area. There is also the logistical issue of the distances you have to drive between areas. It’s too far for the campaign manager to go everywhere.
There’s more votes in the city, of course, but the difference is this: if you’re running against an incumbent or another person in the same city same area, you have to pick up your votes somewhere else and the best place to do it is in rural areas. This can make the difference between winning or losing. Whenever the race is within four points either way, you have to have the city in decent shape, but you have to go to the county to win the election. I’ve seen where the hill area just might be your winner.
In rural areas and small towns, we set up each district like a complete campaign, with the exception being that you don’t need separate directors. However, you do need a District Deputy Field Director to oversee each district and report to the Manager or Candidate with information from the precinct and how each area is advancing.
In addition, you will need a District Phone bank director, a District Canvassing Director and a District Yard Sign Director. Under each Director, they shall appoint which volunteer to the position that needs to be field, providing that is ok with the volunteer; it is better to ask them what they want to do before placing them into a position.
Communication
How are you going to get the word out to the people in the country? The most consistent voters are age 55 and up. You have to contact them at least three to four times in order to have a chance of getting them to vote for you because they want to (and not just because they are against the other candidate). More than likely you’re not going to be able to visit everybody in person, so you need to rely on media in addition to your personal appearances and visits.
Let’s take an example: Brisco and Charlene Darling up in the mountains just don’t watch TV very much. They hardly come to town unless it’s for something special, like getting Charlene to court Andy or to vote. They don’t have a computer. They don’t read the newspaper. You may think people like this are a thing of the past, but it is true that older folks in rural areas very seldom use a computer.
And remember, the biggest block of voters you have to depend on are 55 and up. They don’t have the time to do those other things that should be done to keep informed. However, their younger relatives do have computers and cell phones that will hit the web. You have to incorporate the younger voters into your campaign so they will get the word to their folks; it is a necessity in running a rural campaign. You will be able to hit them with the Internet through facebook and your website. Keep young people connected, and they will get the word to their parents.
So what if their son David comes in, who’s 30 years old, and says “I met this guy I really like; I’d like for you to vote for him. He has a lot of good ideas.” Keep in mind they might have never met the candidate, but they’ll take their son’s advice. That’s why you have to run a campaign to those young people. Plus, remember young people came aboard for Obama. You should be catering to younger folks in order not just to get their votes but to get their parents’ votes too. You need to work both.
At the same time, if you do reach Brisco and Charlene, they may say to David, “I’ve got a friend, I know this guy”, it will work the other way. David will support that candidate.
Rural folks sometime need help from some of the political people, and there is often a special person in the neighborhood that can get something done in town when needed. We know in the mountain and hill country here in Kentucky you have to go see the man at the mouth of the hill, because everyone that lives at the head of the hollow or top of the hill is usually related or knows the family at the mouth of the hollow. These are the people that you have to see one on one, because those that can get up and down the hill politically, they need a little help. Ask them to go with you if you are going politicking. Do not go by yourself. This saves time because you have to get them to get you away from the voter after a few minutes or you will be at the voters’ house forever. They can keep you moving, and you’ll get more fundraising done, which is the key.
You will need them also to help navigate you to certain people in the country.
Always ask the person to be honest with you and tell you when they don’t get along with someone that you are going to see. In that case, you need to see them on your own. But if they are good with that person they can also help you with the voter to get them to your side.
One of the ways you can see more voters at one time is to have a social get-togather with coffee and cake and maybe a few local pickers that will donate their time. This is always a hit with the country folk. Always have the donation box there as well as a volunteer sheet and try to get their address and phone number. People get excited when they’re around music and they get excited in a social setting.
It is very important to have someone in each precinct that can work absentee ballots. While everyone is doing phone banking, canvassing, or visiting, if someone says they can’t get to the poll, write it down. Make sure you get it back to the volunteer that is handling that district. Ask for their phone number and address; tell them that you will call them. Arrange to get an absentee ballot, or to deliver them to the poll. If you see a elderly person living by themselves write it down and turn it in. The GOTV group can make sure they get a way to the poll. This is a must for the rural 55 and up group.
Another tip: Never Drive a Rolls Royce politicking. The Darlings already think you are one of the rich dogs no matter what you drive. It is ok to show success and you need to show success; they won’t vote for you if you’re not a successful person. But don’t rub their nose in it.
I would suggest this to people starting a campaign: You need to get started by September if you are running in May. There is a lot to do and a lot that must be done in order to be successful.
If you have in mind you’re going to run in the next four years, you have to do your own quiet exploration. If you let it out, they’re going to have plenty of time to beat up on you, and they’ll do it too. Sometimes you can lose a race before you start. You’re not given a chance to run your campaign. Do your homework, but don’t let anybody know.
Q&A:
Johnnie: you answered this question earlier, but I wanted to delve into it a little more. Although I live in the city now, I am from a very rural area in East Texas. I have a friend contemplating running for constable there. In those rural areas, we have found it to be true what you said about going house to house, but we’ve thought about having gatherings at these little churches, with maybe 20 members. They’ll bring those elderly people with them and we can find who needs rides and things like that. You mentioned gatherings. Do you find that to be helpful vs. home meetings? What’s the order you suggest?
H: I like to cover more area as soon as possible. Keep in mind you don’t want to go past the precinct captain if you go visiting. You can have gatherings but make sure the precinct captains would be included. You have to keep in mind that some captains in the primary might not be for you. Try to determine the next person that is as strong as they are politically in an area and try to seek their help. That will equal that out somewhat.
J: it’s like the person at the mouth of the hollow. It’s all little hills and little communities.
H: Everybody knows everybody. I can tell you I live three miles out of town and there’s not three houses from here to there that I don’t know personally. I’ve been here a long time. Country people are that way and you have to respect their knowledge and earn their trust. Be careful and do yourself a favor. Whenever you’re having gatherings there’s all kinds of things you can do. Maybe have a little band. Make sure it’s a band all types of people like. Don’t forget the young people; you want to get them out to vote, too. Imagine all the people.
J: On the music part: Would that be considered an in-kind donation?
H: Anything a person gives you is in-kind. If it’s a band and they usually charge $300, you need to report an in-kind donation of $300 from the band. Any time it’s towards raising money somewhere down the line, it must be reported. My wife is a professional caterer for the Governor and others. You have to report the value, keep up with receipts, and turn it in. Any expenses related to fundraising must be reported. It won’t cost an election but it will cause you embarrassment.
Ron: Thank you. Let’s start winding down.
H: Thank you again. I am really proud that someone stepped up to the plate and put something like this on. It’s a great service. As long as I’ve been in campaign management, most people don’t tell you anything and you’re scrambling around as a first timer. Thank you.
Ron: I appreciate that. Good night everybody.
