By Holly Robichaud
This does not mean challengers lack an edge over incumbents in some areas and even in finances. The key for challengers is to maximize their advantages especially this year when we will see a higher percentage of incumbents being defeated.
Whether you are a Republican or Democrat, this year appears to be turning into an anti-incumbent year, so challengers should run a distinctive outsider campaign that emphasizes their independence from the status quo. Campaign messages should include the buzz word – change - rather than leadership. Moreover, challengers should not use pictures or images with the Capitol in the background -- this only relates a message of incumbency.
Probably the biggest advantage for challengers is their lack of record. They have a clean slate and have only to take positions on issues that can help their candidacy. For the most part they have no record for the incumbent to contrast or attack. Incumbents, on the other hand, have accumulated a political track record to analyze and to criticize. For example, any incumbent who has voted for a gas tax or to give drivers licenses to illegal immigrants will be extremely vulnerable this year.
Incumbents are at a disadvantage when it comes to the cost of running a campaign. Their campaigns are usually far more expensive. Everyone assumes that they are flush with cash to pay for every type of service. Their campaign staff wants all the perks including blackberries and quality office space.
Incumbents are expected to donate to every cause and to pay whether it is having their own booth at a fair, sponsoring the local school year book ad or buying all the various trinkets offered by non-profits for various causes.. All of these giving efforts can really drain from the bottom-line and rarely translates into votes. Re-election campaigns can cost any where from 10 to 35% more due to all the expectations.
Good challengers watch every penny and put their money into strictly voter contact programs which generate support. Most volunteers understand that they will be outspent, so they will put up with cramped office, sharing a fair booth with the party's local organization, having to pay for their own t-shirts, and the like. They don't spend money on frivolities..
With incumbency comes responsibility. Most elected officials feel a sense of ownership on the policies implemented. This is especially true when they are in the majority party. This sense of ownership causes them to speak in technical terms on policies and issues. Voters do not relate well to this.
On the other hand, challengers speak in plain, understandable and common sense terms which is a huge advantage when giving sound bites to the media or debating the incumbent.
For those challengers who want to sound more knowledgeable -- avoid talking about HR.123, the alphabet soup government agencies or any other legislative jargon. Normal people don't speak like that outside of politics. They don't know what the FEC is – and, for the most part, don't care.
Debating is always to the advantage of the challenger. An incumbent never wants to be on the same stage as their opponent, because it gives them instant credibility. However, voters and the media do expect candidates to debate, so challengers should call for a series of debates early in the campaign. However, the challenger must be aware of the differences between debating and giving a campaign speech.
Incumbent campaigns are often overrun with bureaucracy. There often is no clear-cut decision- making process and every staff member believes that they are a political expert. This can make incumbents slow to react and very inflexible. Challengers do not have a large bureaucracy and can strike quickly on an issue. For example, when providing a press release or a draft fundraising letter for an incumbent, I can wait weeks or even months for an approval. Most of my challenger candidates respond within 24 hours.
In this day and age of cell phones, the internet, blackberries, and blogging, speed is ever so important.
Probably the most important advantage of challenger campaigns that delivers victories is that not only the candidate, but the campaign team is hungry for a victory. They are the campaigns overflowing with energy and enthusiasm. Challengers are willing to expend shoe leather by door knocking and that can make all the difference in the world. Once elected, many officials will not door knock for their re-election effort, preferring to reaxch the voters with slick mail pieces and other non-contact efforts.
Despite incumbents having all the re-election perks of incumbency such as media attention, money, name recognition, and the power of the office, challengers do have some advantages that can help to level the playing field. If you are a challenger embrace your advantages.
Holly Robichaud has over 20 years experience in helping
Republicans get elected to office. She specializes in strategy,
direct mail, voter contact programs, and campaign fundraising.
She can be reached at Click here to contact this Author
