Optimize Political Endorsements: 10 Questions to Ask Endorsers
Political endorsements matter, yet most political campaigns, including those for ballot measures and candidate campaigns, don’t strategize to get the most of them. Learn tips on optimizing political endorsements to maximize their impact.
Whether you are a candidate for office, running a ballot measure, or helping any campaign, political endorsements are imperative to get your campaign up and running.
Why endorsements matter - Endorsements create credibility, early engagement, and fundraising, which are vital components to having real support. However, most campaigns don’t have a system to collect and capitalize on endorsements; they say thank you for endorsing me and don’t have the engagement to get the full benefits of being endorsed. To note, gaining early credibility is hard for a campaign but critical.
An endorsement only benefits the campaign if you utilize it, invest in the endorser, and have the promotion.
Here is our list of questions to ask endorsers to get the most out of your endorsement. Remember endorsers want to help you; otherwise, they would not be endorsing you, so ask for what you need freely, and you will be pleasantly surprised that people will do more than you think.
The questions every campaign should ask potential endorsers:
Will you endorse me? This question is the most basic and very fraught for some. When we teach fundraising, we practice making a specific R.A.T. (Reason, Amount, and Time). The same goes for endorsement. Ensure you let people know you want to be endorsed, not just “supported." Be clear that you seek intentional involvement.
Can I use your name publicly? This question is essential, especially with elected officials who may have experienced situations where people used photos, falsely claiming their endorsement for a campaign or issue. Get your endorsement in writing. This action can be as simple as emailing confirmation once someone has expressed their endorsement.
Can I quote you for my campaign? Quotes are great! Keep it short and collaborate with the endorser on the statement. Make sure you are clear about the context and if you will use the whole quote or a particular phrase.
Can we take a photo together for the campaign? We are big believers in having a signed release for anyone you take pictures with. Make sure you do this! It also helps reduce problems with photo storage.
Will you donate? Ask the endorser to donate and ask for a specific dollar amount. We sometimes forget or feel self-conscious about asking endorsers for money, but you must get over it! Your job is getting people invested in your campaign, which means raising the money you need to win.
Is there anyone else I should ask to donate? Endorsers have strong relationships, and their well-placed connections can make a big difference.
Will you hold a fundraiser for me? Ask for what you want. The ask is easier for some people than you may think! Some endorsers have suitable hosting venues; even having endorsers co-host can significantly contribute to your success.
Will you send an email to your fundraising list on my behalf? Having the endorser or organization raise money from their audience directly is the best way to build a connection from their donors to you.
Can you share your fundraising list with me? Having access to a candidate fundraising list can be helpful, especially once they have sent an email on your behalf. One email is usually not enough to get full engagement.
Are there a few donors or endorsers you could introduce me to? Ask for names and connections. Personal referrals are a good tactic that works efficiently.
Is there anything else I should’ve asked for, that I haven’t asked you for? I love this question! I have gotten organizations and endorsers to think critically about this and other ways they can be help helpful.
Say Thank You: Make sure you thank your endorsers. Yes, this is basic decency, but it is surprising how many people do not say thank you to the organizations and people that have endorsed them.
Keep the endorsers invested. Keep them updated; continue to tell them what you are up to and how your campaign is doing. Make sure you continue to ask for advice and input. If they have not reached their financial limit, continuously seek additional contributions from them.
Promotion of the endorsement. Have a plan to capitalize on the endorsement. Campaigns need to spend their time and resources promoting endorsement. This entails capturing video testimonials and adding endorsements in your advertising: mail, digital, video, television, and radio. It also means having a content calendar with a cadence to promote the endorsements.
Want to get more out of endorsements? Check out our other content on endorsements here:
• Political Endorsement Strategy
• Endorsements for Member-Communications
Have questions about getting the most out of endorsements? Drop us a note! We look forward to talking to you.