Formal endorsements verge on an obsession among political insiders. Although some candidates secure nearly every endorsement imaginable still lose, it’s unusual for a winning candidate to have no endorsements. That’s probably because success leads to endorsements more than vice versa.
You should seek endorsements, anyway, because an endorsement is an identified source for support. And if you’re running for office – you need support!
Some endorsements come with additional value, like money, volunteer labor, or information. More often, endorsements’ testimonial function is the main support they offer, and by itself it may not go very far in your local race where breathless 24-hour news coverage is probably missing. It’s usually up to you to make more of endorsements and make sure people know about them, just like it’s up to you to go out and get them.
How to Get Endorsed
If you guessed getting an endorsement involves asking, you’re right. Sometimes that’s the only “formal process” to secure them. Organizations may have a formal application process, or they may not; but hardly any individuals do.
There is more to getting endorsements than asking, all the same. At a minimum you need to identify whom to ask, and how to contact them. Start by making a list of people and organizations whose endorsements you would like. (Think local business groups, the Chamber of Commerce, public employee unions, and the grandaddy of ’em all – public safety unions.) Then look at other candidates’ literature and web sites to find more groups you may not have thought of. Once you have a list, research how to approach the potential endorsers. Some organizations will have a form on their web site. In other cases, you’ll just need to find contact information and reach out directly. Some of the bigger organizations with an interest in your race may contact you.
The closest thing to a universal formula for getting endorsements is, simply: start early, cast a wide net, and make an effort.
You Got the Endorsement, Now What?
If you go through the effort and get an endorsement, don’t be shy about asking if your endorser can offer or suggest anything else helpful. But also realize, frequently, you have to take the endorsement and make it into something else.
You can magnify the endorsement’s value in multiple ways: you can highlight the endorsements individually or put them together in a list that you distribute to potential voters. You can publish them in your local paper. You can share them online on your website. You can include them in a phone bank script and tell voters who’s on your side when you speak with them.
Or you can do all of these things.
If you’re very lucky, an organization or other endorser may send their own e-mail on your behalf, or even a mailing. More likely, you must create and pay for the mailing. This typically means you’ll need to write the news release and maybe even provide a quote. (This is very normal. Just make sure to get it approved.) That seems like a lot of effort given that you may also have to work for the endorsement in the first place, but no one said running for office is easy.
Endorsements Can Be Complex
Remember, endorsements are a microcosm of political campaigns’ complexity.
It could be that parties endorse you but dislike you – but they dislike you less than your opponent. That’s okay.
You may also “win” an endorsement by denying it to someone else rather than getting it for yourself. That’s okay too.
Talk with experienced people who support you and get their tips on what endorsements are important for your race, and how you should approach them.
Above all — remember the most basic rule of campaigning — ask people to support you. You have to ask for endorsements, and for peoples’ votes.
Are you thinking about starting your campaign and wondering about endorsements? At ElectionContender.com we’ve done this before. We can help.