Measure the Value of What You Do for Your Campaign
“If you can’t describe what you are doing as a process, you don’t know what you are doing.” Process management is critical in any campaign. Any campaign professional, volunteer, and especially candidates, should value their process management, however, it is often ignored for several reasons. One reason is local campaigns do not raise a lot of money, therefore candidates and campaign staff struggle to find where to best spend limited funds. Many times, campaigns will use low-cost services in order to get the “biggest bang for their buck.” This is great for consultants that provide services, but candidates often don’t bother to answer the most important question, “Is what I am paying for actually valuable to my goal of winning this election?”
Every campaign is valuable – no matter how big or how small. Joe Meller defined campaign-management as, “identifying the strategies you will use to support your business goals, then designing, planning, testing and monitoring the campaign, and analyzing the results along the way.” We often hear that government and campaigns need to be run like businesses. In other words, campaign management is process management.
Unfortunately, sometimes the money earned by professionals is more enticing than managing those processes. Some would rather put little effort into the process so they can turn around and do it again. Too many value their ability to “turn and burn” services for as many clients as possible, helping them to raise revenue in their own pockets. As a result, they leave their candidates wondering what happened. Linda Rogers stated in her article regarding Campaign Basics, one of the most common campaign pitfalls is the candidate ends up in debt due to overspending. Instead of trying to produce several low budget services, it is essential to realize it is okay to spend more resources on something you will actually use, and something that will produce the best results. In the end, the candidate will most likely end up spending less money and will have exactly what is needed.
If something is valuable to someone one should care for the item. In this case, consultants should care for the campaign. They should do everything in their power to make sure this campaign succeeds. Joshua Habursky mentioned in his article, Questions to Ask When Vetting Vendors what is the customer service reputation of the product or service? Are you just one of many clients or a valued partner? The consultant should be there for the campaign and candidate day and night – not just turn and burn services.
The solutions to these problems are simple. As candidates and campaign professionals, build your infrastructure. Focus on training staff. Make sure your staff and volunteers know why they are needed and valued. Develop processes for each and every unique campaign need. Be with your clients to the end.
Know that each and every campaign is valuable – and as a candidate, even if you’re running for a local commissioner seat, expect that you’ll be treated the same as big money campaigns. From media design to signs, each step is vital when it comes to Election Day. This is what we are about at Lesix Media – putting you and your campaign first. This is what produces results. This is what wins campaigns.