Winning Elections: Political Campaign Management, Strategy, and Tactics Book

	Introduction	20
Ch. 1	Napolitan's Rules: 112 Lessons Learned From a Career in Politics	26
Ch. 2	50 Mistakes to Avoid in Your Next Campaign	59
Ch. 3	Writing Your Campaign Plan	66
Ch. 4	Hard Knocks: Lessons from Losing	79
Ch. 5	Announcing Your Candidacy: A Successful Kickoff	84
Ch. 6	How to Beat an Incumbent	88
Ch. 7	Winning Tough Re-Elections With Early Media	95
Ch. 8	War Without Blood: Military Roots of Political Strategy	97
Ch. 9	What's in a Name? What to Do When the Candidate Has a Difficult Name	101
Ch. 10	Campaign Self-Examinations: Taking Your Own Political Pulse	106
Ch. 11	Last-Minute Attacks: On Offense and Defense	115
Ch. 12	Early Voting: Impact on Campaign Strategies, Timing and Budgets	122
Ch. 13	Reaching - and Winning - Young Voters	127
Ch. 14	The Recount Operation	137
Ch. 15	Database Management: One Size Does Not Fit All Campaigns	141
Ch. 16	Database Management and the Permanent Campaign	144
Ch. 17	Electronic Field Operations: A Case Study	148
Ch. 18	Strategic Polling: Message and Theme Development	154
Ch. 19	The Benchmark Poll: Your Campaign's Roadmap	163
Ch. 20	De-bunking Polling Myths	166
Ch. 21	Advanced Polling Techniques: Road to the Right Message	170
Ch. 22	Polling Economy: The Piggyback Approach	173
Ch. 23	Observing Focus Groups	176
Ch. 24	Conducting Tracking Polls	178
Ch. 25	Internet Surveys: Applying New Technologies to Polling Voters	181
Ch. 26	Push Polls: What Are They?	184
Ch. 27	Using Focus Groups: A Caution	190
Ch. 28	Polling Pitfalls: How Survey Research Is Abused	195
Ch. 29	Opposition Research: The Power of Information	199
Ch. 30	Finding Your Opponent's Weaknesses	204
Ch. 31	Using the Internet for Opposition Research	210
Ch. 32	Setting the Record Straight	215
Ch. 33	Balancing Discretion and Glasnost	218
Ch. 34	Doing Opposition Research ... on Yourself	221
Ch. 35	Targeting: Getting the Most Out of What You Have	224
Ch. 36	New Campaign Targeting Techniques	229
Ch. 37	Targeting Direct Mail	237
Ch. 38	How to Predict Voter Turnout	239
Ch. 39	Voter Targeting and Relational Database Management	243
Ch. 40	How to Ask for Money	248
Ch. 41	Inside Political Fundraising: Trade Secrets	258
Ch. 42	Gearing Up Your Finance Committee	263
Ch. 43	Always Say "Thank You"	270
Ch. 44	Sponsoring Fundraising Events: A Checklist	273
Ch. 45	Fundraising Events: Dollars in the Details	276
Ch. 46	Getting the Most Out of Your Professional Fundraiser	279
Ch. 47	Eight Cardinal Rules of Effective Fundraising Letters	282
Ch. 48	The Oliver North Story: How a Senate Candidate Raised $20 Million Through Direct Mail	287
Ch. 49	Direct Mail Fundraising: The Road Home	293
Ch. 50	Secret of PAC Fundraising: Discipline	296
Ch. 51	The PAC Approach: How to Get Money from Political Action Committees	300
Ch. 52	Post-Election Cleanup: Paying Your Campaign Debts	304
Ch. 53	Advice for First-Time Campaign Managers	310
Ch. 54	A Campaign Manager's Guide to Success: 10 Winning Tips	313
Ch. 55	Keeping Campaign Managers ... From Behaving Badly	316
Ch. 56	Candidate Scheduling: 17 Rules of the Road	318
Ch. 57	Computer Conferences: Managing the Campaign Process	324
Ch. 58	Allocating Campaign Resources: Linear Programming	327
Ch. 59	Petition Circulating: Your Legal Rights	334
Ch. 60	Direct Mail: The Tactical Edge	340
Ch. 61	Precision Bombing: Direct Mail Attacks	344
Ch. 62	TV vs. Direct Mail: A Campaign Cost Comparison	352
Ch. 63	Doing Mail in Small Campaigns: Practical Tips	356
Ch. 64	Humanizing Mailers With Photos	359
Ch. 65	TV Ad Production: A Political Campaign Primer	363
Ch. 66	How to Write Scripts for Political TV Ads	373
Ch. 67	Attack Ads: Are There Any Rules?	376
Ch. 68	Attack Ads: Protecting Against Viewer Backlash	379
Ch. 69	Radio Spots That Pop	382
Ch. 70	Avid: The TV Spot Dream Machine	384
Ch. 71	Good Cinematography Means Better Campaign Ads	388
Ch. 72	Documentary Evidence: Mass Product videos and DVDs	392
Ch. 73	Effective Ad Production: A TV Spot Checklist	397
Ch. 74	Campaign Ads: Can They Be on the Level?	399
Ch. 75	Trends in Political Media Buying	405
Ch. 76	Cable TV Spots: Reaching Swing Voters	408
Ch. 77	Cable Spot Buying Strategies	412
Ch. 78	Campaign Promotional Materials: Stickers, Signs and Other Items	416
Ch. 79	Your Campaign Logo	420
Ch. 80	Campaign Signs: Get on the Stick	422
Ch. 81	Newspaper Ads: An Underrated Campaign Tool	427
Ch. 82	Five Tips for Better Political Newsletters	430
Ch. 83	Making Better Speeches	434
Ch. 84	Words of Advice: 20 Ways to Improve Your Speeches	437
Ch. 85	On the Stump: Fundamentals of a Campaign Speech	440
Ch. 86	How to Work a Room	442
Ch. 87	Door to Door Campaigning	448
Ch. 88	Writing Great Speeches: Seven Tips	457
Ch. 89	Picking a Media Trainer	462
Ch. 90	Ten Common Mistakes Novice Candidates Make	464
Ch. 91	Mass Media Politics: Historic Perspective	470
Ch. 92	Effective Press Releases	475
Ch. 93	Doing Media Interviews	478
Ch. 94	Newspaper Endorsements: How to Get Them	480
Ch. 95	Crisis Management in Campaigns	482
Ch. 96	Do It Yourself: Sound Bites	487
Ch. 97	Handling Press Interviews: 20 Do's and Don'ts	489
Ch. 98	Damage Control: Preparing for the Unexpected on the Campaign Trail	491
Ch. 99	How to Get on the Radio: Big Earned Media Campaign Opportunity	501
Ch. 100	Winning the Earned Media Game: A New Campaign Model	506
Ch. 101	Citizen Leader Programs: How to Build a Grassroots Support Network	512
Ch. 102	Grassroots Politics: How the NRA Utilizes Volunteers	516
Ch. 103	Smart Voter Contact	522
Ch. 104	Volunteer Recruitment	527
Ch. 105	Is Your Campaign Volunteer-Friendly?	533
Ch. 106	Precinct Organization: From the Ground Up	538
Ch. 107	How Technology is Making Telephone Campaigning More Effective	543
	The New Telephone Contact Center
	The 4 T's of Telephone Contact
	Magic Combination in the Age of Access
Ch. 108	Hiring the Right Telephone Consultants and Vendors	556
Ch. 109	Automated Calls: A Case Study	563
Ch. 110	Building Relationships With Voters	567
Ch. 111	Phone Contact Programs and Good Data	570
Ch. 112	Designing Lively Web Sites	576
Ch. 113	Banner Ads: Go Where the Ducks Are	581
Ch. 114	Banner Ads: Voter Outreach Tools	584
Ch. 115	Six Best Practices for Campaign Web Sites	588
Ch. 116	Permission Marketing: New Campaign Tool	590
Ch. 117	Computer Telephony: New Campaign Solution	594
Ch. 118	Announcement Sites	596
Ch. 119	E-Mail: A Political Caution	601
Ch. 120	Secrets of Online Fundraising	604
Ch. 121	State of the Art: Internet Roundtable	610
Ch. 122	Final Countdown: Getting Out Your Vote	619
Ch. 123	Final Countdown: Five-Day GOTV Hour by Hour	625
Ch. 124	Final Countdown: The 200 for 20 Plan	629
Ch. 125	Final Countdown: Crisis Control	631
Ch. 126	Final Countdown: A Checklist	636
Ch. 127	A Step-by-Step GOTV Plan	638
Ch. 128	Increasing Turnout with Signs and Volunteers	644
Ch. 129	Ask the Campaign Doctor: Practical Advice on a Range of Topics	650