Judicial Campaigns

2012 California Judicial Elections 474 Incumbent Judges Up for Election 453 Unopposed 21 Challenged 2 Lost

What it takes to become a candidate 1 accused Maquire of having been involved Arnold’s decision to commute the sentence of Fabian Nunuez’s son 2nd one accused him of being involved in fraud at his old law firm – but he had left the firm years before the incident took place What got him in trouble was Bad research. Bad judgment. Lack of oversight.

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: (1) It would mislead the voter. (2) It would suggest an evaluation of a candidate, such as outstanding, leading, expert, virtuous, or eminent. (3) It abbreviates the word "retired" or places it following any word or words which it modifies. (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." (5) It uses the name of any political party, whether or not it has qualified for the ballot. (6) It uses a word or words referring to a racial, religious, or ethnic group. (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) Don’t let your opponent get away with a misleading Designation or Statement

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

Establish Credibility Give Voters a Reference Point 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 Timing is everything Spend Wisely Targeting

Types of Direct Mail

Q & A