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| List of Illustrations | |
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| Preface | |
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| How to Use This Handbook | |
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| The Framework | |
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| The Layout | |
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| Know the Law | |
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| The Ten Commandments of Campaigning | |
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| The Cardinal Sins of Campaigning | |
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| The Campaign Team | |
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| The Campaign Committee | |
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| Campaign Committee Packets | |
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| The Treasurer | |
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| The Campaign Manager | |
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| Ten Tips for Campaign Managers | |
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| The Campaign Chair or Co-Chairs | |
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| Finding Volunteers | |
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| Potential Volunteer Sources | |
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| Volunteer Sign-Up Sheet | |
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| The Campaign Brochure | |
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| Campaign Theme and Message Development | |
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| Polling | |
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| Brochure Development | |
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| Campaign Slogans | |
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| Logo | |
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| Layout | |
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| Voters' Pamphlet | |
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| The Volunteer Organization | |
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| Methodology | |
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| Phone Banks | |
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| Phone Bank Locations | |
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| Clerical Workers | |
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| Time Allotments for Volunteer Tasks | |
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| Fund-Raising | |
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| Early Endorsements = Early Money = Early Media Buys | |
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| Campaign Budget | |
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| Direct Mail for Money | |
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| Special Events | |
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| Holding a Special Event | |
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| Candidate Calls to Raise Money | |
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| Calling for Money for Ballot Measures | |
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| The Campaign Finance Committee | |
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| Campaign Finance Committee Packets | |
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| Tips for Successful Fund-Raising | |
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| Fund-Raising Ideas That Take Less Than One Month of Preparation | |
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| "Hey, Big Spender" | |
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| The World's Smallest Brochure: Direct Mail That Works | |
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| Keeping Track of Donations | |
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| Lawn Signs | |
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| Logo and General Information | |
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| Location, Location, Location | |
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| Preparing for the First Day | |
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| Field Signs | |
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| Maintenance of Signs | |
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| Lawn Sign Removal | |
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| Precinct Analysis: The Sinners, the Saints, and the Saveables | |
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| The Full-Blown Analysis | |
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| Finding the Saints Among the Sinners | |
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| The Quick and Dirty Precinct Analysis | |
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| Votes Needed to Win | |
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| Targeting Voters | |
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| Finding the Likely Voter | |
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| Canvassing | |
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| Direct Mail | |
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| Tracking Polls | |
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| Media | |
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| Print Media: Paid and Unpaid | |
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| Fielding Questions from the Press | |
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| Radio and Television | |
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| Choosing Your Media Specialist or Team | |
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| Bumper Stickers and Buttons | |
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| The Candidate | |
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| The Lay of the Land | |
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| Packaging the Candidate | |
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| Stay on Your Message | |
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| Outsider Campaign vs. Incumbent Campaign | |
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| Debates | |
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| Fielding Negative Questions | |
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| Developing Your Public Speaking Skills | |
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| The Write-In and Third Party Candidates | |
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| Media and the Candidate | |
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| Negative Campaigning | |
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| Ten Dos and Don'ts of Attacks | |
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| Thank-You Notes | |
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| The Issue-Based Campaign | |
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| Initiative and Referendum | |
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| Local Preemption | |
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| Polling and the Issue-Based Campaign | |
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| Speakers' Bureau | |
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| Recall | |
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| Saving Our Libraries | |
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| Building New Schools | |
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| Packaging the Issue-Based Campaign | |
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| Flies in the Ointment: The Double Majority, Independents, and the Super Majority | |
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| The State Initiative and Referendum Process | |
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| Getting Out the Vote (GOTV) | |
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| The Essentials | |
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| Identifying Your Voters: Voter ID | |
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| Last-Minute Efforts to Persuade Voters | |
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| Poll Watching | |
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| Phoning | |
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| The Absentee Ballot and Early Vote | |
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| Vote By Mail | |
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| Organizing the GOTV Effort | |
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| Push Polls | |
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| The Campaign Flowchart | |
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| Building Your Campaign Flowchart | |
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| The Campaign Calendar | |
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| After the Ball | |
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| Retiring a Campaign Debt | |
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| Afterword | |
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| Campaign Web Site Resource Directory | |
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| Index | |
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| About the Author | |