Judicial Elections Presentation

JUDICIAL CAMPAIGNS

2012 CALIFORNIA JUDICIAL ELECTIONS

• 474 Incumbent Judges Up for Election • 453 Unopposed

• 21 Challenged • 2 Lost

BECOMING A CANDIDATE • File Form 501 (Candidate Intention Statement) BEFORE soliciting donations • Open campaign committee and checking account to raise funds • File form 410 (Campaign Committee Statement of Organization) after receiving $1000 in donations (including funds from the candidate) • Pay Filing Fee - $1,789 – Nonrefundable • File Nomination papers/Declaration of Candidacy • 20-40 Signatures from voters in your county • Statement of Qualifications – cost varies - refundable

BALLOT TITLES •

Neither the Secretary of State nor any other elections official shall accept a designation of which any of the following would be true:

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(1) It would mislead the voter.

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(2) It would suggest an evaluation of a candidate, such as outstanding, leading, expert, virtuous, or eminent.

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(3) It abbreviates the word "retired" or places it following any word or words which it modifies.

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(4) It uses a word or prefix, such as "former" or "ex-," which means a prior status. The only exception is the use of the word "retired."

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(5) It uses the name of any political party, whether or not it has qualified for the ballot.

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(6) It uses a word or words referring to a racial, religious, or ethnic group.

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(7) It refers to any activity prohibited

(Elections Code 13107)

STATEMENT OF QUALIFICATIONS • Most Important voter contact of your campaign • 200 – 400 Words – less is best • Costly – 200 word statement costs: • Los Angeles County

$68,000

• Fresno County

$5,800

• Sacramento County

$8,000

• Orange County

$15,000

• Kings County

$700

BALLOT STATEMENT • 200 words only • Start and Finish with your most important points • Appeal to the average voter • Don’t bog it down with long lists of committees, educational awards, etc. • Include Key Endorsements • Include website • Always ask for the vote

WORDS TO WIN BY • • • • • •

Tough Fair Proven Respected Dedicated No-Nonsense

CANDIDATE STATEMENT RESTRICTIONS

• “… shall not in any way make reference to other candidates for that office or to another candidate's qualifications, character, or activities” (Election Code Sec. 13008)

CHALLENGES • Ballot Designations can be challenged • Ballot Statements can be challenged • Challenges Go Through: • Registrar of Voters • Secretary of State • File a Writ – Superior Court (Sacramento)

CRITICAL DECISIONS - ORGANIZATION Should I hire a treasurer?

YES

Should I hire a fundraiser?

MAYBE

Should I hire a consultant?

MAYBE

Should I hire campaign staff?

MAYBE

Should I open a campaign HQ?

PROBABLY NOT

CRITICAL DECISIONS – STRATEGY • How much attention do I want for my campaign? • Press releases • Press conferences • Should I agree to debate? • Should I walk precincts? • Should I conduct opposition research? • Should I do a poll? • Should I “go negative”?

• How do I communicate? • Slates? Direct Mail? Radio? TV? Social Media? Print? Signs?

HOW TO SPEND YOUR TIME •

The Right Way:

• Raise Money • Obtain Endorsements • Meet large groups of voters • If in small county – call voters •

The Wrong Way: • Putting up your own signs • Taking down your opponent’s signs

• Walking precincts – unless you are lucky enough to be in a very small county • Facebooking • Working on your website

ENDORSEMENTS

• Establish Credibility • Give Voters a Reference Point • Help with Fundraising

JUDICIAL ENDORSEMENTS • Superior Court

• Appeals Court • Retired Judges

LAW ENFORCEMENT ENDORSEMENTS

LAW ENFORCEMENT ENDORSEMENTS • District Attorney • Sheriff • Police Chiefs

• Deputy D.A.’s Association • Deputy Sheriffs Association • Police Officer Associations • Retired Sheriffs • Retired Police Chiefs

• Etc.

OTHER ENDORSEMENTS • • • • • • • • •

Crime Victims Groups Business Labor Professional Ethnic Legal Political Newspaper Community Leaders

CAMPAIGN FINANCES • Setting a Budget • 75% VOTER CONTACT • Candidate Statement • Slate mail - Most Cost Effective – Limited Messaging • Direct Mail – Best targeting • Handout brochures • Print Ads • Signs – yard/street/4x8 • Radio/TV • Telephone • Website/Social Media • 25% EVERYTHING ELSE

SPENDING: IT’S NOT HOW MUCH – IT’S HOW WELL

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Timing is everything

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Spend Wisely

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Targeting

TYPES OF DIRECT MAIL

Q&A