Dear Friends and Colleagues,
Why run?
A vibrant democracy requires all elections to be competitive. Old ideas and incumbents should be challenged (are they self-serving or selfless-serving?), new awareness should be built, and implicit structures of exclusion shaken up.
But how does one run a townwide election campaign?
Most do not know what it takes. The Town Clerk’s office will give you the basics. But here is your cheat sheet, only available from veteran campaigners:
1) Have 3 points which explain what you want to achieve. Rinse, repeat, till everyone knows you.
2) Start early, announce yourself as a candidate to show serious intent.
3) Bring together a band of supporters. They will be your confidants, signature gatherers, lawn sign installers, network leveragers.
4) Raise some money! Running for Congress takes $2 million, Senate $20 million, President $1 billion. But for townwide office about $5,000-$7,000. Postcard mailings alone cost about $5,000.
Meet people, find your allies:
Who are they and where do you find them?
· Residents: Make yourself available at key gathering points such as a café, library, school or town event. Get your message out through channels such as Lexington Town Meeting members list, Whatsapp groups, WeChat or Facebook Mavens. Reach out to affinity-based groups in Lexington such as IAL, KOLEX, CAAL, CALex, ABCL, JPLEX and others.
· Attend public meetings. You learn the process and meet people.
· Staff: You can request and meet with town and school staff who will usually make themselves available.
· Friends: Request friends to do coffees for you which are small intimate gatherings where people meet you in an informal setting. It’s a wonderful way to hone your message and to build a network of supporters.
Build your list of endorsers!
Communications: Your last name is key.
· Incumbents and those with last names early in the alphabet, are at the top of the ballot. Yes, it’s unfair.
· Website: Get your URL from Network Solutions for 1 year, for about $20 and usually in the format NAMEforLexington.com.
· Gmail account: Create your Gmail account to manage your campaign communications, like NAMEforLexington@gmail.com
· Local media: get your supporters to write positive Letters to the Editor on LexObserver. Go on ‘Coffee with Jim’, a LexMedia initiative. Buy advertising space on Lexington Times.
· Mailings: Send out town wide mailers the week before the election date or pick only the regular voters from a voters list obtainable from Town Clerk’s office.
· Lawn Signs: Get supporters who live on major roads to put up your lawn signs. Maximize the eyeballs.
·Public comment at meetings. Practice your public speaking skills because the candidate forums are coming.
To Voters-Residents: The town needs you to engage. You can be a part of this process.
To Candidates: You can do it!
Best
Deepika Sawhney
(Vice Chair of School Committee till March 2025, Precinct 6 Town Meeting Member)
Resources
Town Clerk’s office: local election info
https://www.lexingtonma.gov/626/Elections-Voting
Town Meeting Members list