Navigating the World of Campaign Endorsements: How to Secure Them and Promote Them
Strategies for Earning and Leveraging Support in Your Political Campaign
I'm back! Apologies for the brief hiatus. Thanks to a bout with COVID-19, I had to step away last week.
Now, let's dive into the world of campaign endorsements—why they matter, how to secure them, and best practices for promoting them.
Why are they important?
Endorsements are important because they provide social proof that you are who you say you are and that others believe in you so much that they are willing to put their name behind you.
They also allow individuals who may not be familiar with the race you're running to quickly check out your social media profiles or website and see that other prominent individuals they trust have endorsed your candidacy.
How do you get them?
You have to ask for the endorsement. Only a few candidates will have people approach them and volunteer to endorse their campaign.
Just like in fundraising, make the ask.
What to do if you’re a new candidate
If you're a brand-new candidate who's never run for office and has no track record of accomplishment, you'll need to make the ask personally. Don't delegate this task to some 20-year-old campaign intern.
As a new candidate, be prepared to receive many "No's" or dodgy responses like, "I need to check with my people," or "Please email my campaign person."
Don't be offended by these responses. I'd tell my clients to give you the same answer. Remember, you're not a known quantity yet, and people get constantly burned in politics. Work to earn their endorsement.
Pro-tip: When asking for an endorsement, don’t simply say, “Will you endorse me?” Ask the individual what you can do to earn their endorsement. It’s a subtle change, but it makes a big difference.
Hypothetical ask: “Congressman Massie, I really appreciate what you’re doing in Congress and how you’re fighting for the American people. What can I do to earn your support in my race for State House?”
What to do if you’re an established candidate
If you're an established candidate or political veteran, much of what you will read next is review. However, I still encounter candidates who need to be reminded.
Have your team reach out to the individuals you know will endorse you if asked, and don't require a call from the candidate. If you're a known quantity and popular among party activists and local elected officials, have a strategic member of your team reach out and cement the endorsements.
This process can be straightforward, such as setting up a Google Form for endorsers to sign and submit their support. For example, see how we are encouraging grassroots endorsements for Morton Blackwell: Endorse Morton Blackwell by Clicking Here.Securing Prominent Endorsements: When targeting high-profile endorsements, it's crucial to strategize about the approach. Discuss with your team who should make the call, the ideal point of contact (POC) for each endorser, and understand the existing relationship between the endorser and the team member designated to contact them.
For instance, if the POC at the Governor's office is at odds with a member of your team and is obstructing what should be a straightforward endorsement, it might be more effective for you, as the candidate, to personally reach out to the Governor. Sometimes, bypassing those who obstruct progress and believe they control access is necessary.
Candidates: Listen to your team. If they advise you to personally call individual X for an endorsement, follow through. Remember, it's you running for the position, not your campaign staff. When your team suggests a personal phone call, make sure you do it.
How do you promote them?
Ok, you've got the endorsement. Now what?
Now, it's time to promote your newfound source of support. Let everyone know about the major endorsements you've received.
This can be done in various ways: email, mail, SMS/MMS (texting), digital ads, social media platforms, an advertisement in a newspaper, and so on.
The three quickest methods to promote them are through social media posts, SMS/MMS, and email marketing.
Also, invest in some good creative so that supporters will want to share your endorsements.
Sure, you can send an email or text saying Trump endorsed you, but you need to SHOW people that Trump endorsed you. Plus, they are more likely to share this with others.
Conclusion
Remember, endorsements are a testament to your credibility and leadership qualities. They can sway voters who may be unsure about your candidacy and provide your campaign with a much-needed boost.
Also, if you’re in Virginia and registered to attend the 2024 RPV Convention in June, I encourage you to support Morton Blackwell for RNC Committeeman.
We've had the pleasure of handling Morton's website, graphic design, and other campaign work for this race, and it was an honor to highlight some of the endorsement graphics we've created for him this year.
If you have any questions, or would like to learn more about what we can do to help your campaign, please don't hesitate to reach out.