Politics is still personal and endorsements still move votes, especially in crowded primaries or in local races where candidates may be unfamiliar. A trusted name vouching for you can be the nudge that gets someone to turn out and vote for you or keep filling out their ballot for your race. But most campaigns are still treating endorsements like a press release – they post a graphic, tag the endorser, and move on.
One of the most significant changes to campaign endorsements is the who. Campaign influencers are on the rise and your most valuable supporter may be a local leader or small-business owner with their own online following instead of another politician.
Here’s how you put that endorsement to work.
Match The Asks
Start by figuring out what your endorser actually brings to the table. A politician comes with an email list and a donor file, which can make them a fundraising asset. Meanwhile, a community leader or local influencer comes with an audience and credibility, making them important for social media.
Your ask should match the endorser’s capabilities.
The Fundraising Playbook
When your endorser has a list, the fundraising asks work like they always have. Draft the email copy and a couple of text messages yourself and send them over for approval – you're making it easy to say yes, not handing them homework. Ask if they'll sign the email to your list, since a familiar name lifts opens and clicks even among your own subscribers. It’s even more helpful if they’re able to send the fundraising messages to their own list.
If possible, make it a win-win for both of you by setting up a WinRed conduit page to split donations and donor data. Differences between federal, state, and local campaigns may require checking with your campaign treasurer before proceeding.
The Social Playbook
If your endorser doesn’t have a list, they can still be helpful with content. Ask for a batch of short social media-ready videos that are evergreen so you can use them for the length of the campaign. A get out the vote reminder for use closer to Election Day should also be in the mix. Help them out by sending a few bullet points for each one so they know what to hit.
One upgrade is to record a conversation. You can do a podcast-style conversation between your candidate and the endorser to chat about why they’re backing your campaign. Take that video and cut it into a number of social video clips with the tools we’ve shared here. You now have weeks worth of content without scripting anything.
Borrow Their Reach
In addition to the seal of approval an endorsement brings, you also gain reach from an audience you didn’t already have access to. Make sure you’re publishing your content in a ways that taps into the endorser’s audience directly. Instagram lets two accounts co-author a single post, called a Collab, so the video lands in both sets of followers’ feeds and counts engagement for both. On YouTube, you can cross-publish the same clips to your endorser’s channel and your own.
For other platforms, coordination can help to ensure engagement happens from your supporters early, boosting the endorser’s own post.
Conclusion
Endorsements still matter in campaigns, but you have to work harder to push them and maximize the opportunity. That’s where asking for the right things can make the difference.