or out of shame because you are trying to give me food and clothing and who am i to us for more and the message i want to leave here if please listen to her. [applause] >> thank you. thank you friend. that was the best example that any of us could have heard. we are the ones we have been waiting for payday know you have heard that before and i know it's cliché but we have to take that to heart and do our work. we have to get uncomfortable. we have two roll up our sleeves and get. her passion project is combating the food desert are you in the dirt planting or are you just

talking about its? if your passion project is reproductive justice and abortion access because abortion is not a word, if that's your passion project argue just talking about it or are you signing up to take young women to clinics and make sure that they aren't heckled. are you doing the work so thank you so much friend for sharing. [applause] >> all right everyone welcome, welcome everyone. we should have communications folks and campaign managers here. great, awesome. welcome to the developing and amplifying your core message

session. the cm know this but but this bs upon what you heard yesterday in the intro and understanding your role and it's great to have a book on vacation directors in the room as well. you guys can now coordinate and understand how the cm coordinates with the communications folks to amplify your core message and get the job done. i'm going to try my best to make it as interactive as possible and i'm good with you all interrupting with questions so feel free. if i'm in the middle of an important piece i might have i might have to hold it but feel free to raise your hand and ask questions as they come up. great and i think there's an attendance sheet that should be floating around so please put your name on there and pass it around.

good. i am cain in a nine-day trek for the campaign managers and the 2019 grad of arena houston and i did the track in 2019. and i am a previous campaign manager. i worked in iowa prior to managing congressional races in florida for the 2020 cycle. i worked on pete buttigieg's campaigned in iowa as the regional organizing director and then after pete dropped out i went back to florida in the world stopped because of covid that i was lucky to be able to manage the congressional race for congresswoman cast her in tampa and now i'm not in the political space but i'd told the

cm's this yesterday i'm using all the skills from organizing for lowercase c campaign to my job and we all know the gates foundation i'm on their global policy and advocacy team. our team's focus is to build coalitions and influential constituency groups that we think are aligned to our issues to help us abdicate so building support in the u.s. were global health issues and domestic issues like k-12 education. i particularly work with communities of faith. it's a lot of organizing and a lot of coalition building and a lot of lowercase c campaign informational to get folks galvanized an interested. hopefully it's a good intro and happy dance or more after the session. here's the agenda. we will talk about what is the core message.

we will go through some tools that can help you develop that core message and we are going to talk about building a communications calendar and a review of owned media and a review of earned media. you guys will be ready to go with communications. >> i've been having quicker issues the whole time. let's hope that doesn't happen. what is the big thing about communications is what you doing? with the whole purpose of it especially campaigned and campaigns you are framing a choice. you are presenting a choice to voters for them to decide who they want to vote for her. i also use this as i talk to friends and family that were and still are nervous about the 2024

election, as we should be in looking at the polls and looking at the media and a lot of anger on how could one candidate like trump by both and so much in so many places? it's and just wait until it is a clear choice between trump and biden. i'm not going to make predictions but in the choice between trump and biden it will be narrow. it will be closer to the one in 2020. i think that's the case but once trump starts talking 24/7 and a clear nominee if a key is now and biden is a clear nominee it's going to be a choice between the two. some folks don't love that. that's the lesson of two evils but that's how policy in the u.s. works so we get a system that's multi-party and election

reforms in the world we all know and dream of. right now it's republicans and third-party candidates are framing the choice for voters. this is a hopeful high-level understanding of what the whole purpose of communications and campaigns are. another important thing to take away is how many of you no wrong answer, i'm just curious, do you think it's important to lead with policies and positions for values? values? okay, good. okay good, yes. at the time that i did the communications director track i was associate vp so i came in with the confluence but that was a really cool helpful take away

for me. i was like the values are meant to align people and unified folks. when you leave with a vision you are putting people in their corners and i like this example a lot. i'm a floridian so i like that shall see some examples in here. this is a good example i think this article from 2020 on how i think values overtake come over to policy. in florida we have had a 15-dollar minimum-wage ballot amendment which is shocking for the state. it's something i didn't expect to happen and factor member being there at the time and the florida democratic party didn't talk about it a lot and i think they critiqued us looking ahead. well are shocking was voters

voted for trump in florida say you had folks who would just go in there who probably either left or top of the ticket and went in there or they went in and voted for trump and this ballot initiative. one can assume that 60%. this article i think highlights how that could happen. i pulled out some statement here. the first one is the issue isn't super complicated. people maybe i just don't matheus the pointer. people liked the idea of paid workers than that to me is a staple. the whole point of workers and working-class people. i was a values statement and then they talk to employees

facebook or who worked at mcdonald's amber and she had an interesting idea that i thought was another value statement she said we turned tears for essential workers who would risk their life to being paid poverty wages. on a press call she said she believes higher wages will mean a better future for myself or my kids. that last part will mean a better future for myself and my kids, a value statement. you aren't going in there and saying xyz policy won't move and x member people a lift poverty and that's just like this is a better future for my kids and myself. you aren't sending people into a corner. everyone can review it. across-the-board it's not necessarily a left or right issue.

voters across the aisle know it's important and -- impossible to survive on it per hour which is what the current minimum wages. that last piece again you can unite people around this idea like who could live on that? instead of saying a wonky policy which can be great but candidates are not the time for wonky politics. the ideas can you imagine living on less than nine bucks in our? [inaudible]

>> when you are talking about advocacy? i think so. when you get to the point of efficacy versus a good policy legislators are going to want to see the data and the numbers. at the end of the day values will move them as well. i was a student of former political role and i remember working for blueprint services in florida and one of the programs you are in with head start. my role as the policy implications i would take head start parents to d.c. to talk to lawmakers. and build connections to them in the district office but i remember i had literally worked and volunteered against one of the folks that we went to meet with. he obviously one of my candidate that i volunteered for lost so it was devastating. like i have to the sky's ring

and he's not going to support the problem. we had programs over the state so i had to set up six congressional offices but most of them were them and he was one for republicans. he was the only lawmaker that actually met with us. the others were staffers in that meeting because the head start parent was there and it wasn't just me wearing his me wearing a shooter and a tie talking about a program is helping kids in poverty that was a success story and could tell the story and we have data to talk about why it was important. we have both and i remember he became a champion for head start and one of the things he said this now under its standing in program like this costs money now but save some a 20 no long run. this is a conservative program in aiken start early and get them out of poverty into the good education and good schools. we are paying for prison and jail for welfare programs down the line.

he became a big champion of the program but because he at the data that showed the kid kids to go through head start are more likely to graduate high school and have a good job and less likely to end up in the -- prison, jail and less likely to have health outcomes. we had a parent -- that brought to life. in the campaign world what you want to focus on because you are talking about the masses are values. question? p we have a phrase would we are trying to get donors and subpoenaed the limbic system and our rain that works with emotional and behavioral learning but we have metrics and we have the data to prove that.

my major donors their money is going for something was through those stories and through those values that people remember stories and people remember values and those things you were saying with ahead start teacher. are going to remember the percentages so that's part of our process and doing a nonprofit. every single time i'm working on any kind of donor committee cycle back through and it's part of my editing process. where in my polling is their human? >> humans first and human centered approach. i think i'm one a couple of brave volunteers. they give your favorite ice cream flavor arrayed? and grab another mike here so eric wren has their favorite ice cream flavor that you're willing to abdicate to campaign for?

or ride cool. if you have one volunteer here who is there a second volunteer? you in the genes shirt and a hat in the middle could you raise your hand? sure, thank you. let's have you go first. in this example you want this publisher and why they serve like the flavor of ice cream that's your favorite ice cream. tell us your story and tell us why in a very short manner and you don't have to talk about anything if you don't want to. that's why what your favorite flavors and why we certainly like the flavor. it may name is casey on the

college track and regretting raising my -- there's even more pressure, thank you. kidding. my favorite flavor is chocolate and i fell in love with chocolate ice cream when i was a kid. it happened by happenstance because there were a bunch of kids standing around the ice cream truck and i'm myself here at back in the they showed pictures on the side of it and you picked picked what was that you wanted and everyone wanted the bomb pop and the other ice cream popsicles that were your lips and because that was fun. i had 25 cents from my dad and again myself and i decided i wanted a fudge sickle because

everyone else had bomb pops and everything else but i'm going to get this one here it's chocolate. ever since then even though the fudge sickle sometimes will be a little bit more than what the other popsicles charged her with ever for the cost i tried to scrape together enough pennies or a dime or whatever extra was that i needed to get the blood sickle. chocolate is my favorite ice cream and to say nothing of the benefits of chocolate to you healthwise i think the richness of it and the based on a hot summer day beats everything. [applause] >> okay, thank you. my name is matthew. i'm on the communications track.

i'm from california. my favorite ice cream is gold-medal ribbon. it's vanilla ice cream and chocolate ice cream with a caramel ribbon in there. he reminds me of my cousins who were my biggest protectors when i was a kid but he would always walk me to the ice cream shop and protect me from vollies and was always just my biggest advocate. we lost him six years ago. he was a veteran and he didn't fully come back to the time i remember him and that's my favorite. [applause] >> what did you all hear from those beautiful stories and again thank you for sharing.

to connect to the story about their life. childhood memories and stuff like that. it's the initial connection and angels connection. >> anything is just a big like statements or security protection >> both of them had their stories put memories of their family and friends and i think that's very beautiful. >> that is -- yes. what did you hear?

>> i also think your story in particular was a lot about sacrifice about the difference but because it was them that was important to you adding it up to the conversation we have been posted -- politics is the a lot like resource allocation and some is not allocating 10 cents for a fudge pop but for some it is. and away we need to find a way to balance that budget. >> great, thank you. >> i heard that too and i think that example is a good fun way to help you realize you really can convince people to get them

on your side by speaking to values that are shared. everyone understands family protection security faith and sacrifice. who would disagree with that basically? and it's pulling the heartstrings. this next tool that is like a bread-and-butter foundation tool. it's called a messagebox and how many have heard of the messagebox and used to? i won't dwell on it but it's a fun exercise. it's how you can start with framing the choice between you, your candidate in your pundit and you start at the upper right

corner. what would they say about us? what would they call us with your communist or socialist or liberal or whatever. but what you're into the best thing is to go for the letter and go like don't be shy and be very honest and put yourself in their shoes and understand how they are thinking and what they are saying. you can look at the web site and look at social media and what are they saying about us and select their candidate in this case. it's important to be honest and truthful here because it's going to help you get to that core message in the best way. then you move on. what will we say and what is our

core value? what is the reason that we are running in why should voters support us? and then what will we say about the opponent. and what would be appointed say about himself so what is your opponent, what is in their bio. are they a small business owner and that's what motivated them or are they maga extremists and they just started to get involved in 2016. what is their bio and what is their viewpoint? a fun exercise i like to do, i used to do trump and biden but that's and will all have to do that in the next year or so and i know they are a bunch of people in the room but i think

we can do it. i have charts here, have for flip charts. let's do table 21, 2320 and 15. let's do those four tables and that flip chart. 22 and 21 and then 28, 23 and 16 in 19 go to the quick chart. 1817, 12 and 11 let's send you all to eight and three. we will send you here. that might be a big group but we

will see. did i say 13? 14, seven this one and did i say that already? to the flipchart over there. yeah. so we are going to do elmo versus cookie monster. i would like you all to do the messagebox and i'm going to sign each flip shot -- flipchart to elmo or cookie monster but i want this group here to be elmo, good advocacy here. elmo, cookie monster, this group and then next group here all

model. you have got a red marker. do you want to be elmo and then cookie monster. all right? so the box like you see the messagebox. you see the messagebox. oh it doesn't work? oh darn it, okay. let's find. >> maybe you all can use attend for now. we are tracking one down for you. so do a messagebox and if you

are, make sure you remind me who you are. put it on paper. so you want to put yourself in the head of cookie monster india where -- you're appointed as elmo and elmo you are upon it as cookie monster so have at it. start at the top corner, the top right corner is a group. hold on a second. what is your question? running for president. i always forget this so this is very important. on this you don't want to ride long phrases. one word, couple words max. don't do long sentences like you were at january 6 or marched and saw a nancy pelosi.

two words max and then cap it at five so we can move it on. [inaudible conversations] you can bring to my care. let's start with this group. i would like a brave volunteer from the group to walk us through your messagebox. start by telling us who you are and remember you are running against the other guy or gal or person and you are running for president so walk us through your messagebox for yourself.

>> okay, my candidate is cookie monster. we represent him against elmo who has some challenges himself. but we all like people to run for office because we like public service that we think elmo needs a bit more time before he is ready for the main stage. >> he likes the two be a glutton and we have gluttony that's and hot and the unhygienic and just out of control and. >> i like that. that sounds like a novice take on what elmo would say about cookie monster. >> what would you say to cookie monster badgers to? >> we know we are very motivated

and we are fun-loving. we like to share. we are great foodies and cultural foodies as we said over here. cultural foodies over here. we love the letter c. we are decisive. >> i know you are. >> we have great uses of resources. >> great, move on down then. you can't be that happy all the time. >> i get it. >> he doesn't understand what's going on but he's going to have to face a presidential election. he is lackadaisical. doesn't have a lot of drive and these are the things he does. was a fun tv show he's a -- cultists. he's suspicious who will ground. he's and unrelated ball.

it's hard for people in the midwest to relate to someone who's a elitists running for office. someone who is living out of a trash can, that's the other one. keep going. >> he's childlike. >> you were going to say this is what elmo would say about himself. okay. >> friendly optimistic the teacher and educator and main character. he's a star and he has a -- where is cookie monster does not. >> that's great, all right. we cannot get back back to our seats. that was great. hopefully good fun exercise and a way to kind of remember the messagebox, i think the key take

away that you want to be thinking about there i would say is yeah thank you. so be thinking about the story that you say about yourself and listen to your story and your candidate story and what is it that you want people to remember what is it about you that motivates you and the same for your opponent and be honest about that. and honest take on both things seek and come out with a clear message. the next step in that is to kind of walk through it if you have an income to the core message that you have after you've walked through that. if you wanted to use, just as an example basically i want to speed through that but you want to walk through that and come away and say what is my key

message after hearing what i'm saying about the opponent. and the other tool, this is the last one. i think there's another one that i'm going to skip but i'm going to skip that for time purposes. >> when you're going to the messagebox and you say go through them on us would you want to adjust your messages in order to differentiate yourself? >> that's a great question. thank you for that. you do and you want to use the asp one the s in a way of keeping in your head what your opponent is saying about him and strategically thinking what is my response to that? a good example that i give for

the congresswoman in tampa she is an incumbent and she took office in 2006 to 2008. it was aligning the top of the ticket. they had been in office too long it was time to get out. think you're that over there. so we knew that was going to be a message. for us what we talk about, we talk about the sheets the -- so we have pulled examples of all the programs the grandson of funding that she is brought to the district which over the last 10 or 14 plus years and she has been in office for her while on paths and -- we pointed to

things at the official congressional allocations have been supporting so in tampa the university of south florida the hospital there. it is the macdill l. -- macdill air force base and we have a large veteran's hospital and we love those business this is experienced in delivering for district. that was our response. in one of my we provided support for the district because we have been there for the long-haul and we respond to our opponents attacks. so that's a great question and that's where you want to be going. the next light is the message

triangle. there are a lot of shapes. i'd like to point the thought about lights -- life saver. if i should talk about this in a way as and think about a travel and a jury. we have the prosecutor saying this place is. this person did actual time. that's the core message. that's their big bank and the author jersey to core worry with as the arguments. what's important here i think folks and the flag and this can be a thing for your campaign will have multiple core messages that you should not have multiple core messages. have a central quorum issue and we talked about that in the campaign we track yesterday.

i'm curious the communication folks what do you think when you hear biden's voice in 2020? >> i think it was billed back better which was really good. >> anyone else have thoughts? who will bring the mic over. thank you mike. i'll try not to take this away on the other end next time. you're fine. offer why her of her effexor wrote being a president after charlottesville sofi with were a historian and a and that is we are always an observer than someone who had worked in come that was the reason he decided to run and begin and not charlottesville rally riot happened that's what set the

skills for him and it was all about it and decide in the storyline you saw that the dnc convention materials in the videos they rolled out and was almost weaved into his bio. he was unique for that moment given all that tragedy he's been through personally. we were grieving as a nation because of cold it in isolated and was almost like biden was uniquely situated to be -- and someone said yesterday healing was another message and i agree but the core was to restore the soul of the nation but the important piece there is that you probably heard a ton of other things replayed it to that. you heard billed back better and i would say that was the supporting argument that tied to restoring the soul and not only building and repairing what had been damaged and harmed and what

we lost with covid but making us better. i would say it's a poignant argument to restore. you heard unifying and 2020 think that was a supporting argument. to not be. >> i agree. that goes to the unique biography of biden and the fact that he would use his words his working-class roots that i can help get us that blue wall again and people in michigan and wisconsin know me. they identify with my bio and history and family background so yes i think that was another supporting argument. but you can only do that if you have someone i can beat trump.

the key here, but take away one core message and you will have supporting argument that tied the core message. if someone back to the trial example if you are a prosecutor in saying this person is guilty you'll have evidence like the supporting exhibits art evidence of why that person is .2 those are the things you want to think about. but in your core message to life. here we are going to talk about the calendar and i'm sure everyone has used one developed one and there are a lot of great examples and a lot of good tools. i know there's a good communications calendar example and appointed that calendar is to marshal your assets and get them all in one place and help you step back and take a

30,000-foot look at what you are communicating and wind. so you want to try to think about your policies, your announcements and your policies like if you are in a national campaign or can happen in local campaigns now where you are using your policies position statements and announcements its -- if it's an announcement or another proposal or whatever surrogates, supporters. you want to be thinking about that as you are developing your calendar and you want to pick scenes for the month and sub themes for the week -- you know in planning for a campaigns you want to work backwards so start on election day and work your way back and thinking about not just the actual calendar so the actual month days and weeks that what's happening and where there are parades, conventions

district level things happening? are their party events happening locally and then your asset calendar so when you are developing resources. that could be like in a national campaign aspect each campaign that social media graphics and tools that you are providing the volunteers ordered digital champions. that is the point of the communications calendar getting it all in one place stepping back and getting that 30,000-foot view because as a campaign manager you want to make sure that message is coordinated and that it is sounding the same and flowing correctly and not counter so if you are one week it might be a thing where you talk about the economy you don't want to have a male piece of going out that might talk about health or

public safety that can kind of confused voters. you want to be singing the same same tune and a few tv ads are talking about economy issues and to door knockers talking about other issues and you may have the person is as i saw this on tv and mace support x, y and z and in the economy but they talk about other things pretty want to have a succinct and clear because the point of that is you are hitting the voter with tv digital social media adds and door knocking. you want that repetitive message so it's very clear and it sticks otherwise it can get noisy and confusing especially in today's environment. i think i have an example of my old college calendar here. this is very basic. i sometimes want to delete those

because they are so basic and elementary but i'd like to keep it because it shows you doesn't need to be fancy and there are good tools out there but but ths basic and i think google itself. you see we have a weekly scene so we had and we knew what was happening that week so then you had the different events or things happening. one example here i had, i knew vote by mail was happening as a milestone. so the looks of what was occurring and the dates that it was going out. vote by mail here's the key date and then we had, i this clicker. we had what was happening when

so the drop date for mail ballots and then the next one was here's a good example of theme. jobs and economy of renewed this week we want to talk about jobs and the economy and we had a radioactive up to talk about jobs in the economy. we had a mellow piece that one out the talked about jobs and the economy. we had a newspaper ad as well that focused on jobs and the economy. the following week was health care and the same thing if we had a radio and we wanted to make sure radio ad was talking about covid and health in any mail pieces that one out will talk about that. the other important, you want to make sure, early vote vacancy and that is here. does that remind you that you need to think about what you are

going to be seeing. it's early voting so your message should be related and it should be focused on turning folks out. it's important to put those key milestones on your calendar. again. they seek example. it doesn't need to be too fancy but it should be clear and easy and something you can continue to update. implementing this calendar you want to be thinking about media that you own, your social media, your e-mail, e-mail lists your text lists. it's free usually. it's yours and your campaign so it's owned. earned media is media that is coverage and it's usually free and its announcements advance coverage positive coverage for your candidate or your campaign and there's your abs so tv, it

digital mail and if you do mail and radio. owned media. you are in charge and you tell your own story. that's the benefit of owned media. here are the five w.'s for that so what and when. you want to think about the channel under your direct control that social media channels facebook instagram tik tok should be up there. and where that's your campaign web site. that's your program and social media and text lists in your organizing program. those are the things that you own. so the material that the organizers are using whether they knock on doors those are things you have in your own media space and the who.

who is the media candidate staff volunteers and to assure primary audience? you should remember owned media is public so its voters that are pursuadable that may go on your web site. the e-mails that you send to your supporters and your media will get ahold of it in your opposition will get ahold of it so it's important to be very aware that it's your own media and you own it and it's yours but it is public. why is owned media important? you were telling that story and it's your own story that provides direct unfiltered access to the candidate. it creates a public record for your campaign so that you can reach and have your positions in

your values out there so again it's something that you are sharing and it's your filter. it provides an opportunity to engage with a larger audience in creates community supporters. here are good example social media a lot of tik tok communities and on line spaces that the people find community in. this was important during covid where you couldn't get out much say at a lot of facebook groups and whatnot that popped up and discussions on line. it's a place where you can go support and you can rally support. you can have private groups. i think we had a couple of private facebook groups where we would have only our core volunteers and supporters to be there for events or our reach and how we would engage during

covid and you can generate media. if you do it correctly have good savvy digital presence you can get media coverage of its done the right way. here are some examples of best practices and do's and don'ts. your web site, keep it up to date. optimize it for e-mail sign-up and donations can keep it short and simple but don't forget to make it mobile friendly. don't overload it with texts, don't obviously let it get out of date. here's a good example that i like. another example. laura eskamani anybody familiar with her? i think she has a great mobile friendly web site but it's clear it has an immature phase , it has her core message here.

and it has clear buttons for you. very hard to get lost and not too much info. e-mail, you want to make one asks keeping up to date on headlines and polls. you can make it authentic. that is important and you should use multiple voices including staff. switch it up and keep it fresh and not just always from the candidate. don't be afraid to ask to send too much e-mail. don't send e-mail you would want to be read in public. this is yours so few are saying something that could be a story so make sure you are okay with what is being sent in the e-mail

headline. don't only ask for donations asked for volunteers. ask for people to sign a petition and they keep -- it keeps you engaged and it isn't always an asked for money. i wish more would take that to heart because we see a lot of that in text messages now and e-mails. so try not to do that. little, i think it's a movie reference. the sky is always falling. doomsday like always afraid. if you get a lot of e-mails and i think a good example is and i think it's true it's a tough

balancing act but democracy is at stake and it's almost like we know that but becomes unserious when it's constant and its donate here. i get that a lot on social media. democracy is at stake fallen like for info. the last thing i want to do is follow you if you are not a trusted source. if anyone would be don't cry. we see it too frequently. but i've questioned not sending too much because i'm inundated daily from lots of people and i find it really. so how do you balance it that and just being in the e-mail and the recipient seeing your name is enough? i feel like we are getting too many e-mails. >> yeah and i agree. i think there are a lot. you want to have a balance and i think there are ways to keep it

fresh. you can use different voices. i think it's appropriate to have a couple of week to see if your e-mail lists engaged and i think if you mix it up that way they can be a good balance. are you getting too much from one specific candidate? that's the issue. getting it from a variety of campaigns. [inaudible] >> hey i don't work with specific politicians but i do reference web sites a ton and getting those core messages is so hard. i just wanted to bring that up. any organization that supports the candidate to find that to find out messages to find a quote and find a headshot is

primo. that's been very hard. and some people use the information resources to promote. >> so are you saying it's a challenge for you? >> yeah it is a challenge for me. i just wanted to bring up, like i used the resources on the web site to promote in a different venue and i have a very hard time getting a headshot and getting a message getting their platform. those are all weirdly convoluted on a regular basis. >> what kind of condit did -- candidates? >> local. >> i'm almost weirded out by saying this it's really obvious but it's not obvious. >> the vendor or somebody was

talking about it doesn't scale to web sites that are just mobile friendly for candidates and i think it's going to be pitching or promoting or something later on but it's like that's perfect for your giving scale to a web site. >> thank you. >> i does have a comment the lady appear in the front saying we are getting all these e-mails. we always have to remember to it doesn't matter what we think. we are the one person that super plugged into politics so we are probably getting everything everywhere all at once like a movie. we are getting at all. if you are a people don't run. you have to be in your face asking for money, asking for their support and not everything works with everybody. some people getting texts and i love them. you just answered and put it away.

>> that's an important point that you are not the audience and it can be hard to remember that but that's a great point. last one and i have to speed through. >> is this any relation to the e-mails in 2022? we had a genius e-mail marketer from the campaign and at the end of the fund-raising period our first e-mail was if you donate the endless e-mail you won't get any more e-mails from us for the rest of the week prayers are most successful successful fund-raising e-mail of the entire cycle. >> i also tell my organizers that about doorknocking. some people will get upset and they are like why are you knocking on my door. he turned in your mail ballot. you should be off the list so it's great. i like that. good example.

>> i think we have three more minutes. this is an example of an engaging way. you have heard me say it used sad voices every now and then in a funny joke i think the campaign managers know winning a congressional race in my hometown was fun. i had friends that were on our e-mail list and i had a friend that i would always set up donations and he normally would ignore the e-mail. he said like are you serious? we showed a text exchange in owes her same hey where we at with their fund-raising and he responding where close and we still need to get more money. this engaging text world -- real-world example of how it can work. obviously there are people on the list that know me so they

were like what is this? what's going on but the overall example is you switch up how your e-mails look what they are saying and who is the voice in that e-mail. doesn't always have to be a candidate. it can be a staffer. we did that often i was the campaign manager and you are getting an update and scaring the donor in two they need to get closer. if you are lucky you will have lucky hurt in that example is savvy firm that can help you think about those types of approaches. sometimes you may not be that lucky. there are ways that you can do this too. ..

sent an e-mail on it. within chicken little was a true headline and reengage her donors. >> that it's a cool idea that i don't know if i've seen before. you from the campaign are saying i just talked to her. this is how much money we need to raise by the end of the night. how successful is that in terms of the founders of the can from it? >> i don't know off the top of my head. it was pretty successful. it was pretty successful. i would not stand on it and say the most successful of that campaign because i don't have the message in front of me but it was pretty successful. good question but that is a

really good question. >> you have any issue with copyright infringement if you use a cnn headline with this emblem? >> i don't think so. >> don't take my word for that. we had a vendor that helped with that. they may have used permission like permissible image. but that is a fair question. cnn is coming after a campaign for their headline, i guess no. >> i'm not a copyright attorney but in terms of informationally speaking, it is public domain. in that regard you are essentially protected in the campaign. >> okay. our truth got one minute i'm not going to get through it. the rest of it is you have the

slides. we will get the last question in and wrap up. >> i wanted to ask about gatekeeping with your volunteers and people that are not on your staff when you're talking not getting the message out in your own media and just some strategies that you use. i heard you say some things about closed facebook groups and things like that. but people are not on your staff and your surrogates and volunteers how to keep them on message? >> i think from a standpoint of supporters, organizers, volunteers that is key to train. you are providing them the program they have a script. they have materials it is critical you have clear and proper training for your volunteers. if you have challenges