JUDICIAL CAMPAIGNS
2012 CALIFORNIA JUDICIAL ELECTIONS
• 474 Incumbent Judges Up for Election
• 453 Unopposed
• 21 Challenged
• 2 Lost
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
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Neither the Secretary of State nor any other elections official shall accept a designation of
which any of the following would be true:
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(1) It would mislead the voter.
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(2) It would suggest an evaluation of a candidate, such as outstanding, leading, expert,
virtuous, or eminent.
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(3) It abbreviates the word "retired" or places it following any word or words which it
modifies.
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(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."
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(5) It uses the name of any political party, whether or not it has qualified for the ballot.
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(6) It uses a word or words referring to a racial, religious, or ethnic group.
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(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
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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)
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
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The Right Way:
• Raise Money
• Obtain Endorsements
• Meet large groups of voters
• If in small county – call voters
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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
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
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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
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Timing is everything
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Spend Wisely
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Targeting
TYPES OF DIRECT MAIL
Q&A