| Introduction | p. 20 |
| Napolitan's Rules: 112 Lessons Learned From a Career in Politics | p. 26 |
| 50 Mistakes to Avoid in Your Next Campaign | p. 59 |
| Writing Your Campaign Plan | p. 66 |
| Hard Knocks: Lessons from Losing | p. 79 |
| Announcing Your Candidacy: A Successful Kickoff | p. 84 |
| How to Beat an Incumbent | p. 88 |
| Winning Tough Re-Elections With Early Media | p. 95 |
| War Without Blood: Military Roots of Political Strategy | p. 97 |
| What's in a Name? What to Do When the Candidate Has a Difficult Name | p. 101 |
| Campaign Self-Examinations: Taking Your Own Political Pulse | p. 106 |
| Last-Minute Attacks: On Offense and Defense | p. 115 |
| Early Voting: Impact on Campaign Strategies, Timing and Budgets | p. 122 |
| Reaching - and Winning - Young Voters | p. 127 |
| The Recount Operation | p. 137 |
| Database Management: One Size Does Not Fit All Campaigns | p. 141 |
| Database Management and the Permanent Campaign | p. 144 |
| Electronic Field Operations: A Case Study | p. 148 |
| Strategic Polling: Message and Theme Development | p. 154 |
| The Benchmark Poll: Your Campaign's Roadmap | p. 163 |
| De-bunking Polling Myths | p. 166 |
| Advanced Polling Techniques: Road to the Right Message | p. 170 |
| Polling Economy: The Piggyback Approach | p. 173 |
| Observing Focus Groups | p. 176 |
| Conducting Tracking Polls | p. 178 |
| Internet Surveys: Applying New Technologies to Polling Voters | p. 181 |
| Push Polls: What Are They? | p. 184 |
| Using Focus Groups: A Caution | p. 190 |
| Polling Pitfalls: How Survey Research Is Abused | p. 195 |
| Opposition Research: The Power of Information | p. 199 |
| Finding Your Opponent's Weaknesses | p. 204 |
| Using the Internet for Opposition Research | p. 210 |
| Setting the Record Straight | p. 215 |
| Balancing Discretion and Glasnost | p. 218 |
| Doing Opposition Research ... on Yourself | p. 221 |
| Targeting: Getting the Most Out of What You Have | p. 224 |
| New Campaign Targeting Techniques | p. 229 |
| Targeting Direct Mail | p. 237 |
| How to Predict Voter Turnout | p. 239 |
| Voter Targeting and Relational Database Management | p. 243 |
| How to Ask for Money | p. 248 |
| Inside Political Fundraising: Trade Secrets | p. 258 |
| Gearing Up Your Finance Committee | p. 263 |
| Always Say "Thank You" | p. 270 |
| Sponsoring Fundraising Events: A Checklist | p. 273 |
| Fundraising Events: Dollars in the Details | p. 276 |
| Getting the Most Out of Your Professional Fundraiser | p. 279 |
| Eight Cardinal Rules of Effective Fundraising Letters | p. 282 |
| The Oliver North Story: How a Senate Candidate Raised $20 Million Through Direct Mail | p. 287 |
| Direct Mail Fundraising: The Road Home | p. 293 |
| Secret of PAC Fundraising: Discipline | p. 296 |
| The PAC Approach: How to Get Money from Political Action Committees | p. 300 |
| Post-Election Cleanup: Paying Your Campaign Debts | p. 304 |
| Advice for First-Time Campaign Managers | p. 310 |
| A Campaign Manager's Guide to Success: 10 Winning Tips | p. 313 |
| Keeping Campaign Managers ... From Behaving Badly | p. 316 |
| Candidate Scheduling: 17 Rules of the Road | p. 318 |
| Computer Conferences: Managing the Campaign Process | p. 324 |
| Allocating Campaign Resources: Linear Programming | p. 327 |
| Petition Circulating: Your Legal Rights | p. 334 |
| Direct Mail: The Tactical Edge | p. 340 |
| Precision Bombing: Direct Mail Attacks | p. 344 |
| TV vs. Direct Mail: A Campaign Cost Comparison | p. 352 |
| Doing Mail in Small Campaigns: Practical Tips | p. 356 |
| Humanizing Mailers With Photos | p. 359 |
| TV Ad Production: A Political Campaign Primer | p. 363 |
| How to Write Scripts for Political TV Ads | p. 373 |
| Attack Ads: Are There Any Rules? | p. 376 |
| Attack Ads: Protecting Against Viewer Backlash | p. 379 |
| Radio Spots That Pop | p. 382 |
| Avid: The TV Spot Dream Machine | p. 384 |
| Good Cinematography Means Better Campaign Ads | p. 388 |
| Documentary Evidence: Mass Product videos and DVDs | p. 392 |
| Effective Ad Production: A TV Spot Checklist | p. 397 |
| Campaign Ads: Can They Be on the Level? | p. 399 |
| Trends in Political Media Buying | p. 405 |
| Cable TV Spots: Reaching Swing Voters | p. 408 |
| Cable Spot Buying Strategies | p. 412 |
| Campaign Promotional Materials: Stickers, Signs and Other Items | p. 416 |
| Your Campaign Logo | p. 420 |
| Campaign Signs: Get on the Stick | p. 422 |
| Newspaper Ads: An Underrated Campaign Tool | p. 427 |
| Five Tips for Better Political Newsletters | p. 430 |
| Making Better Speeches | p. 434 |
| Words of Advice: 20 Ways to Improve Your Speeches | p. 437 |
| On the Stump: Fundamentals of a Campaign Speech | p. 440 |
| How to Work a Room | p. 442 |
| Door to Door Campaigning | p. 448 |
| Writing Great Speeches: Seven Tips | p. 457 |
| Picking a Media Trainer | p. 462 |
| Ten Common Mistakes Novice Candidates Make | p. 464 |
| Mass Media Politics: Historic Perspective | p. 470 |
| Effective Press Releases | p. 475 |
| Doing Media Interviews | p. 478 |
| Newspaper Endorsements: How to Get Them | p. 480 |
| Crisis Management in Campaigns | p. 482 |
| Do It Yourself: Sound Bites | p. 487 |
| Handling Press Interviews: 20 Do's and Don'ts | p. 489 |
| Damage Control: Preparing for the Unexpected on the Campaign Trail | p. 491 |
| How to Get on the Radio: Big Earned Media Campaign Opportunity | p. 501 |
| Winning the Earned Media Game: A New Campaign Model | p. 506 |
| Citizen Leader Programs: How to Build a Grassroots Support Network | p. 512 |
| Grassroots Politics: How the NRA Utilizes Volunteers | p. 516 |
| Smart Voter Contact | p. 522 |
| Volunteer Recruitment | p. 527 |
| Is Your Campaign Volunteer-Friendly? | p. 533 |
| Precinct Organization: From the Ground Up | p. 538 |
| How Technology is Making Telephone Campaigning More Effective | p. 543 |
| The New Telephone Contact Center | |
| The 4 T's of Telephone Contact | |
| Magic Combination in the Age of Access | |
| Hiring the Right Telephone Consultants and Vendors | p. 556 |
| Automated Calls: A Case Study | p. 563 |
| Building Relationships With Voters | p. 567 |
| Phone Contact Programs and Good Data | p. 570 |
| Designing Lively Web Sites | p. 576 |
| Banner Ads: Go Where the Ducks Are | p. 581 |
| Banner Ads: Voter Outreach Tools | p. 584 |
| Six Best Practices for Campaign Web Sites | p. 588 |
| Permission Marketing: New Campaign Tool | p. 590 |
| Computer Telephony: New Campaign Solution | p. 594 |
| Announcement Sites | p. 596 |
| E-Mail: A Political Caution | p. 601 |
| Secrets of Online Fundraising | p. 604 |
| State of the Art: Internet Roundtable | p. 610 |
| Final Countdown: Getting Out Your Vote | p. 619 |
| Final Countdown: Five-Day GOTV Hour by Hour | p. 625 |
| Final Countdown: The 200 for 20 Plan | p. 629 |
| Final Countdown: Crisis Control | p. 631 |
| Final Countdown: A Checklist | p. 636 |
| A Step-by-Step GOTV Plan | p. 638 |
| Increasing Turnout with Signs and Volunteers | p. 644 |
| Ask the Campaign Doctor: Practical Advice on a Range of Topics | p. 650 |
| Table of Contents provided by Blackwell. All Rights Reserved. |
