Campaign Manager

Catherine Shaw served three terms (twelve years) as mayor of Ashland, Oregon. First elected in 1988, she was the youngest person and the first woman elected to her city’s highest post. She also served as a member chief of staff in the Oregon Legislature. For three decades, she has managed and consulted for scores of political campaigns, successfully passing innovative taxing measures for funding public education, recreation, parks, open-space programs, libraries, and civic buildings. Outspent in every election, sometimes by as much as five to one, Shaw developed and perfected techniques to combat big money and to engineer seemingly impossible wins. She has been a frequent guest speaker and instructor for political science classes and campaign schools. Shaw currently works as a political consultant.

Praise for The Campaign Manager “There's a remarkable amount of wisdom, common sense, and invaluable advice in this indispensable guide to running -- and winning -- campaigns. A must-read whether your goal is passing a local bond levy, getting elected to local office, or winning a seat in Congress.” Phil Keisling, former Oregon Secretary of State; founder and chair of National Vote at Home Institute “Quite simply the best organizational tool for anyone seeking political office or working on an issue-based campaign.” Mara Liasson, NPR “I can't imagine anyone heading into the campaign trenches without a copy of The Campaign Manager!” Daniel M. Shea, Colby College “A comprehensive guide to all aspects of modern campaigns, from strategy to understanding voter contact techniques, to fundraising, paid and earned media, to get-out-the-vote-drives.” James A. Thurber, American University “Anyone running for a local elected office will find this title a valuable resource for organizing and running a campaign.” Library Journal “Local office is where most candidates launch their careers, and The Campaign Manager is one of the books they should read before jumping in.” Campaigns and Elections, "Ten campaign books everyone should read" “Practical, witty, and fact-packed. This is the bible of campaign management.” Les Aucoin, Former US Congressman from Oregon “Thinking of running for local office? Stop, and buy this book. It will tell you how to win, or at least what you must do if you want to win. Just as important, it will tell you when you are wise not to run.” Mark Carl Rom, Georgetown University “Shaw presents an excellent how-to guide for the prospective campaigner. From strategic orientation to voter targeting to media, Shaw provides a step-by-step process to getting a campaign off the ground.” Chapman Rackaway, University of West Georgia “Shaw's book should be read by all persons interested in entering elective office at the local level. It is also an excellent supplementary text for a course on American political campaigns. One of its major strengths is the focus on local political campaigns, which are often overlooked when presidential and statewide elections are held. It is the definitive guide to campaigning at the local level.” Raymond Scheele, Ball State University

• Introduction 1.The Basics 2. Precinct Analysis: The Sinners, the Saints, and the Savables 3. Targeting Voters 4. Volunteer Organization 5. Fundraising 6.Digital and Social Media 7.Traditional Media: Print, Radio, and TV 8. Lawn Signs and Direct Mail 9.The Candidate Campaign 10. The Issue-Based Campaign 11. Getting Out the Vote (GOTV) 12. The Campaign Plan 13. After the Ball