Contents
Preface
Introduction
1. Parties and Elections
From Bosses to Consultants
Voter Affiliation
Parties As Campaign-Adjunct Organizations
Democratizing the Vote
Elections
Rules
Assignment
Sources and Further Reading
2. Planning and Management
Start with Why
Can You Win?
Do Campaigns Matter?
Plan Design
Consultant Story
Assignment
Sources and Further Reading
3. Fundraising
Who Donates to Campaigns?
Basic Rules
High-Dollar Fundraising
Low-Dollar Fundraising
Online Platforms
Assignment
Sources and Further Reading
4. Independent Groups
Loss of Control
Change in Money Flow
Types of Independent Groups
Expansion of PACs
Independent Expenditure
Donations to Candidates
Dark Money
Consultant Story
Assignment
Sources and Further Reading
5. Vulnerability and Opposition Research
Negative Information
The Toughest Questions
Opponent Framing
Research Director
Research Strategy
Desktop Research
Field Research
Organization and Analysis
Deployment
Limits
Consultant Story
Assignment
Sources and Further Reading
6. Data and Analytics
The Voter File
Identifying Winnable Voters
Calculating Vote Totals
Modeling Vote Totals
Consultant Story
Assignment
Sources and Further Reading
7. Focus Groups and Polling
Focus Groups
Polling
Tools
Digital Research
Assignment
Sources and Further Reading
8. Earned Media
Tools
Consultant Story
Assignment
Sources and Further Reading
9. Paid Media
Definition
Consultant Story
Assignment
Sources and Further Reading
10. Social Media
Definition
Tools
Consultant Story
Assignment
Sources and Further Reading
11. Field Operations
Definition
Tools
Get Out the Vote
Consultant Story
Assignment
Sources and Further Reading
12. Artificial Intelligence
Definition
Tools
Ethical Considerations
Consultant Story
Assignment
Sources and Further Reading
13. The New Permanent Campaign
Campaign Strategy Gets Personal
Voter Polarization Increases
Tactics Go Digital
The Parties Invest
Campaigns Between Elections
The Future of Modern Political Campaigns
Sources and Further Reading
Afterword

Acknowledgements
Appendix
Index
About the Author