Jonah Patel
Political campaigns are huge logistical operations requiring large staffs and an organised hierarchy. A candidate's campaign staff is incredibly important in making a campaign successful, manageable, and enjoyable for everyone involved. Campaigns are generally run by a campaign manager who coordinates the campaign and ensures that efforts are focused effectively. Directly below the campaign manager is the deputy campaign manager, followed by department directors who coordinate specific aspects of the campaign. Campaigns also typically consist of volunteers and employees of the candidate or the political party. There are many roles to fill in a political campaign, including campaign manager, speech writer, social media director, pollster, researcher, policy advisor, and more.
Characteristics and Values of Roles in Political Campaigns
| Characteristics | Values |
|---|---|
| Campaign Manager | Creates, implements, and oversees the campaign's strategic plan, coordinates the campaign, assures that efforts are focused effectively, hires and manages the core team, makes strategic and tactical decisions, and works with advisors and consultants. |
| Deputy Campaign Manager | Directly below the campaign manager in the organization chart and responsible for managing department directors. |
| Department Directors | Coordinate specific aspects of the campaign, such as fundraising, communications, field operations, and legal. |
| Fundraising Director | Responsible for the campaign's fundraising operation and strategy, working with the finance director and campaign manager to define goals and make adjustments. |
| Field Director | Leads and organizes the campaign at the grassroots level, creating a field plan for voter persuasion and identification, and overseeing local campaign offices, phone banks, and canvassing efforts. |
| Field Staff/Organizer | Provides information to campaign headquarters about local communities, acts as a liaison between the campaign and local influencers, distributes campaign materials, and conducts voter contact through phone calls and canvassing. |
| Communications Department | Oversees press relations, advertising, media presence, and the campaign's message and image, including approval of press releases, advertisements, and other forms of communication. |
| Social Media Director | Creates and executes strategies to reach targeted audiences on social media, monitors public opinion and the political landscape, and ensures positive presentation of the candidate. |
| Media/Advertising Consultant | Advises on messaging, strategy, and creation of advertisements, often with expertise in specific media types such as digital, television, radio, or direct mail. |
| Political/General Consultant | Advises and assists the campaign in specific areas of running and planning, often serving as strategists with extensive knowledge and experience. |
| Policy Advisor | Conducts research to develop and create the candidate's public policy agenda. |
| Pollster | Conducts focus groups, survey research, and polling to analyze public opinion and interpret results for campaign strategy, requiring statistical training and expertise. |
| Researchers | Provide information on issues and backgrounds of candidates, including opposition research, to ensure the campaign is aware of potential issues. |
| Legal Department | Ensures the campaign is in compliance with legal requirements and files appropriate forms with government authorities. |
| Volunteers | Play a crucial role in campaign operations, including administrative tasks, responding to mail and emails, contacting constituents, and knocking on doors. |
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What You'll Learn
Campaign managers
Political campaigns are huge logistical operations requiring large staffs and an organised hierarchy. The campaign manager is at the top of this hierarchy and is responsible for creating, implementing and overseeing a campaign's strategic plan. They report directly to the candidate and are responsible for conducting the campaign in accordance with the candidate's mission, vision and values.
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Fundraising directors
Political campaigns are huge logistical operations that require a large staff and an organized hierarchy. One of the critical roles in a political campaign is that of the fundraising director, also known as the finance director.
The fundraising director is responsible for creating and executing the campaign's financial plan, including defining and executing fundraising goals and strategies. They work closely with the campaign manager to align fundraising goals with the overall campaign strategy and make tactical adjustments as needed. This involves managing the candidate's time for personal fundraising appeals.
To achieve their goals, fundraising directors may be supported by fundraising consultants who advise on strategy and planning. These consultants are well-connected and can facilitate introductions to potential donors, hosts for events, and bundlers. They may also have expertise in organizing fundraising events, call programs, direct mail, and internet fundraising.
In recent years, political campaigns have raised and spent significant amounts of money. For example, in the 2019-2020 election cycle, U.S. presidential campaigns raised and spent $4.1 billion, and in 2024, Kamala Harris' team raised over $81 million in a single day. These figures highlight the critical role of fundraising directors in modern political campaigns and the intense financial efforts and strategic planning involved.
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Media and advertising consultants
Media consultants play a crucial role in shaping election outcomes by managing the strategy and execution of campaigns. They are often hired for their expertise in particular media domains, such as digital or television advertising. For example, a media consultant specializing in television might come from a background at a firm that places ads on cable and television, or a digital media expert might have a background in social media management. These consultants help create a field plan that outlines the tasks necessary to achieve goals for persuasion and voter identification. They also advise on the overall campaign strategy, ensuring the campaign's message is cohesive and tailored to the target audience.
Advertising consultants, including advertising and political consulting firms, are also key players in political campaigns. These firms manage the strategy and execution of campaigns, including advertising and media management. They work with the campaign team to develop a strategic framework, creatively package the campaign message, and deliver it to targeted voters. Some notable advertising and political consulting firms include FP1 Strategies, Axiom Strategies, and BrabenderCox. These firms have helped elect numerous high-profile political figures and are known for their creative and strategic approach to advertising and consulting.
Overall, media and advertising consultants bring specialized knowledge and experience in various media domains to political campaigns. They ensure the campaign's message is effectively communicated to the target audience through strategic advertising and media management, contributing to the campaign's overall success.
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Pollsters and researchers
Pollsters often have a background in statistics, with many holding advanced degrees in the field, ensuring they can effectively collect, analyze, and interpret large datasets. They may also have experience in journalism or media, leveraging their understanding of press operations to shape the campaign's messaging and public perception. Pollsters work closely with the communications team to ensure the campaign's message resonates with the target audience and is effectively disseminated through various media channels.
Researchers, on the other hand, focus on gathering information about the issues and the backgrounds of all candidates, including the one they are working for. This involves conducting opposition research to identify any potential scandals or controversies associated with the candidates. Researchers provide valuable insights that help the campaign anticipate and respond to challenges, ensuring the campaign's message and strategy are aligned with the realities on the ground.
In addition to their data-gathering and analytical skills, pollsters and researchers need to be adaptable and able to work in a fast-paced, dynamic environment. They must also be comfortable collaborating with other departments and individuals within the campaign structure, including the campaign manager, communications team, and consultants.
The work of pollsters and researchers is integral to a campaign's success, providing the data-driven foundation for strategic decision-making. Their efforts help shape the campaign's messaging, tactics, and overall approach to reaching and persuading voters, ultimately contributing to the campaign's effectiveness and potential for victory.
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Social media directors
Political campaigns are huge logistical operations that require a large staff and an organised hierarchy. A Social Media Director is an important role within this hierarchy.
Role Description
Qualifications and Experience
A Social Media Director typically requires a college degree, with candidates with a background in journalism, communications, or equivalent experience in the field preferred. They should have extensive experience with social media platforms and how they work, as well as strong customer service skills. Additional qualifications include proficiency in analytics software, search engine optimisation, keyword research, and campaign management.
Day-to-Day Activities
Salary
The salary of a Social Media Director depends on the employer's size, as well as factors such as educational qualifications, work experience, location, and job responsibilities.
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Frequently asked questions
The campaign manager is responsible for creating, implementing, and overseeing a campaign's strategic plan. They report directly to the candidate and are responsible for conducting the campaign in accordance with the candidate's mission, vision, and values. They also have final approval of the budget and all sponsoring decisions.
The communications team is responsible for the campaign's message and image among the electorate. They also oversee press relations and advertising. The press team will work with the communications team to ensure that press releases, advertisements, and other forms of communication are approved before being released to the public.
Pollsters are responsible for conducting focus groups and survey research, analyzing results, and interpreting their implications for campaign strategy and messaging. They also design polls and population samples to monitor the public's opinion of the candidate and political issues. A background in statistics and/or a degree in political science is useful for this role.
The fundraiser or finance director is responsible for creating and executing a campaign's fundraising plan. They work closely with campaign managers to define goals and make strategic and tactical adjustments. They may also manage the day-to-day operation of the fundraising team and make direct asks for money from donors.
Field staffers are responsible for "on-the-ground" organizing, including canvassing, phone calls, and building local events. They are the primary liaison between the campaign and local influentials, such as community leaders and activists. They also distribute campaign "swag" such as lawn signs and buttons.
