Politically Independent Candidate
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Politically Independent Candidate |
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This is where the money goes but, used effectively can be an extremely useful tool in any campaign. Basically there are two sorts of leaflets, the introductory leaflet and the election address. The introductory leaflet is exactly that and should be used to introduce the candidate to the electorate. It can also be used as a single issue leaflet linking the candidate to a particular local issue. A good tactic is to pick different local issues throughout the ward and change the topic of the leaflet from area to area, but that can be quite expensive. Remember most leaflets are 'door to dustbin' leaflets, which means they are picked up from behind the front door and taking directly to the waste bin. Usually one item is briefly read during that journey, so you should bare in mind that it defeats the object if there is too much information on them.
The election address is usually more formal. The major political parties usually have it printed on a better quality paper than an introductory leaflet. It should include your photograph, curriculum vitae, major policies and a message from you but remember do not over fill it. If you shop around you can get some good deals from high street printers. If you have the time there is no reason why you can not publish your own on your computer, which is an excellent way of keeping the cost down. Window and car posters are also useful in bringing your name to the public's attention but, again, professionally produced can increase the total cost of the election.
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More about Leafleting |
Direct leafleting is one of the most important tools that local campaigns can use to reach voters effectively and affordably. To make your leaflet succeed, you have to plan your campaign and design your leaflet to be effective. Here are some basic guidelines:
Grab the voters’ attention
Remember, your leaflet is competing not only with every other campaign leaflet that is send out, but with catalogues, bills, business advertisements, CDs from AOL, and all the other junk that falls through the letter box. To avoid being thrown in the bin with the latest supermarket circular, your leaflet needs to stand out.
Use big headlines and catchy graphics, with big sub-headings interspersed throughout the piece, drawing the reader through the leaflet. Let the voters read on for more information if they want to, but they should notice the headline and be able to follow your gist just by reading your sub-headings.
Graphics Rule
Your text is important (especially for the press who read your piece), but the most important parts for the voters are the pictures. Use powerful graphics and pictures, including a color scheme that stands out but is easy on the eye. Leave lots of “white space” (the space around your text and graphics that is left blank) – it makes the piece easy to read. Your “white space” need not be white – for example, you may be using a light blue background.
To Stand Out, Don’t be Standard
Shy away from using the “good old fashioned” political colours and logos. If you do, your leaflet will simply blend in with all the other political leaflets that the voter receives. Your leaflet must GET NOTICED! That being said, keep it simple. Too many graphics, too many colours and your reader will get tired or think it looks “amateurish.”
Know What People Read
After the headline, the most read part of the letter is the “P.S.” – if you’re sending out a letter-type leaflet, always put your number-one message in the P.S. People also read the captions on photos – always put informative captions on the photos you use. If a paragraph is particularly important, make it extremely short (2-3 lines) or use a “pullout” capital letter to start the paragraph – either one will make it more likely to be read by people who are just “scanning” your leaflet. Remember – before reading, almost everyone just “scans” to see if it is worth his or her time.
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The press can be your best friend or worst enemy. Learn to use them to your advantage. Establish a professional relationship with the editors and reporters of local newspapers. Feed them stories, do not wait for them to contact you. Most interviews can be done in person or over the phone but those which you consider important, especially with lots of statistics, are better done in written form. Most reporters welcome a well written press release because it saves them time writing it. Quite often press releases appear in the paper unedited. Some reporters may agree to an embargo which is useful if you do not want the item to appear in the press before a certain date.
Free news papers are also very useful because they are usually delivered to every household, thus ideal for getting your message or opinion across to the public at little expense.
A local newspaper in Greater Manchester, the Oldham Advertiser, published an article on February 28th 2002 explaining how to fight for a council seat. It makes very interesting reading whether or not you live in Oldham. You can read a text only copy by clicking on the 'Press Articles' link on the site menu.
The Internet is easily the most modern media and can be a useful tool for most campaigns. Website design need not be expensive and is an easy way of creating an electronic leaflet, which is available 24 hours per day, 7 days per week. All you need to do is advertise its address. A Candidate's Home Page, which can be updated at any time, is also a useful idea. There is software available which is easy to use which allows the novice to create a reasonable page but publishing it on the world wide web may prove to be tricky for some.
There are other websites which may prove to be useful. Your own council for example. Most councils have a web site and its address is usually 'www.council name.gov.uk'. Alternatively by clicking on the UK Online button in the menu above you came easily logon to your own local council website. Two other useful links are contained in the menu of this website, where more information can be obtained. They are the Dept. of Transport, Local Government & Regions and the Local Government Association.
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More about the Internet |
The
Wrong and Right Way of Using the Internet
The political Internet can be a valuable resource for any political campaign, so long as you know why you’re using it:
No, unfortunately you won’t. Unless your
name is Paul McCartney, you won’t be able to raise large numbers of donations
through the Internet. You’ll be better off doing it the
“old-fashioned way,” making calls and holding events.
The reality is, your website won’t be getting millions of hits, and most of the people who do find your site will be there for a reason – and it’s not to see the coolest candidate site on the web.
This is the most damaging myth of all. Candidates who simply put up websites and then sit back and expect to win, will be shocked come Election Day. There is no substitute for old fashioned campaigning, not even the Internet.
The Right Reasons to Use the Internet
The Internet is a great way to get press releases, issue papers, articles, and even campaign posters out to the public in a short amount of time.
Your campaign website is a great place to post your policies in more detail. But do not forget to mention the Internet address on your leaflets.
Almost every area of your campaign can feature a web component.
There is now a growing army of people with email addresses, which makes contacting them easier than it has ever been and cheaper too.
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For the voters' convenience, everyone has the right to vote by post. New arrangements allow anyone who is on the Register of Electors to apply for a postal vote at any election. Different rules apply in Northern Ireland. Voters can ask for a one-off postal vote in advance of any election. Alternatively, they can ask for an automatic postal vote on a permanent basis or for a set period. If the voter is not registered to vote, they can now register to vote throughout the year.
Postal votes are well worth pursuing. While the overall turnout figures for local elections seems to be reducing year on year, the percentage of returned postal votes remains as high as ever. Obviously if someone has gone to the trouble to apply for a postal vote, the chances are, they are going to use it. Anyone can apply for a postal vote, not just because of sickness or infirmity, which can be permanent or for just one election. Another reason people apply for a postal vote is if they are unable to go to the polling station because of work or holiday arrangements. Proxy votes are when another person votes for someone else and the qualifications are similar to that of the postal vote application. You can apply for postal or proxy votes all through the year.
You may from time to time come across someone who is in need of a postal or a proxy vote but as not applied for one. It is quite straight forward to rectify this. Voters can can apply throughout the year and you should be able to pick up a bundle of forms from your council's Electoral Registration Officer. Alternatively, click on the appropriate button on the above menu.
Print out the form, fill it in and post it to the Electoral Registration Officer at your own Town Hall.
On polling day you should have one of your helpers outside each of the polling stations collecting electors' polling numbers as they go in to vote.
In the evening after crossing off the people who have voted from your master sheet you can call on the people who have not voted and encourage them to vote by offering them a lift. The time spent during the day is best used by ferrying electors who have booked a lift with you.
Well congratulations. You made it. How well did you do? If you were successful you must contact the Chief Executive at the Town Hall to make arrangements to swear in.
Whether successful or not the election work is not yet over. By law your agent, if you had one, must complete a 'Return of Expenses' form and both of you must complete a 'Declaration' form. If you have not already been given a set of forms by your Local Elections Office at your Town Hall then you can print out a set by clicking on the appropriate link in the menu bar at the top of this page. For your assistance you can also view and/or print out the full guidance notes. You will need an Adobe Acrobat Reader software to do so. If you have not got one you may download one by clicking on the appropriate link at the bottom of this page.
If your campaign was not successful remember there is always next year. Keep your canvassing records and build on them.
You may find the following links useful!
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