1. Judicial Campaigns

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

6. 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.

7. 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

8. 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)

9. 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

10. 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

11. Words to Win By
Tough
Fair
Proven
Respected
Dedicated
No-Nonsense

12. 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 )

13. 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

14. 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

15. 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?

16. 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

17. Establish Credibility Give Voters a Reference Point
Endorsements
Establish Credibility
Give Voters a Reference Point
Help with Fundraising

18. Judicial Endorsements
Superior Court
Appeals Court
Retired Judges

19. Law Enforcement Endorsements

20. 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.

21. Other Endorsements Crime Victims Groups Business Labor Professional
Ethnic
Legal
Political
Newspaper
Community Leaders

22. 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

23. SPENDING: It’s Not How Much – it’s how well
Timing is everything
Spend Wisely
Targeting

24. Types of Direct Mail

25. Q & A