Forum encourages women to run for office

Women make up slightly more than half the U.S. population, but their numbers in Massachusetts city and town halls, as well as the State House, are dramatically lower. Women hold just 26 percent of seats in the Massachusetts Legislature, and hold just nine out of 46 mayoral seats, for example.

This reality was the impetus for the Massachusetts Women’s Political Caucus (www.mwpc.org) to hold a campaign training seminar on June 20 at Salem State University. The seminar featured three training sessions on the basics of starting a campaign, dealing with the media, and fundraising.

“We had a great turnout and there was a lot of energy in the room,” said Salem Mayor Kim Driscoll, a member of the host committee. “I hope it contributes in some small way to more women seeking office at the local level.”

Driscoll and Rep. Lori Ehrlich of Marblehead were panelists for a discussion of how women need to become comfortable with community engagement and the science of running a campaign.

Compared to men, women enter government at a much later age, according to the MWPC. The average age of men when they first run for office is 25, whereas the average age for women is 45.

Being in politics with a family, like any full-time job, is a balancing act, said Driscoll, a mother of three. She stressed the importance of saying no when it comes to events and meetings, as well as accepting the fact that you will be letting people down.

“I’ve learned to manage my position, not let it manage me,” Driscoll said.

Working in the Legislature often means erratic hours and late nights, Ehrlich said, but participating in politics can also have a positive effect on one’s family. She said her house can be filled with constituents and supporters at any given time, and she has noticed how her daughters have been inspired in different ways by their experience. Both girls are assertive in school and have opinions, said Ehrlich, who sees a future for both of them in politics.

Workshop leader Susan Tracy, president of The Strategy Group, acknowledged that many people don’t view women as political leaders, but the way to break this barrier is to take the leap when an opportunity presents itself.

The fear of losing is often the biggest obstacle for women, she said. Losing a campaign is heartbreaking, but it’s not a waste of time and resources. It can be an investment in your next campaign, she said.

Tracy, who served in the House of Representatives for four years, said potential candidates should start by making sure they live in the district in which they want to run, examining their own voting record, and getting their finances in order. It’s important to consider whether you can handle working while campaigning, she said.

Everyone has vulnerabilities, Tracy said. The key is to examine these issues yourself before encountering questions on the campaign trail.

A strong support team – including an organized campaign manager – is vital, she said. It’s also important to reach out to community leaders, regardless of whether they would endorse you. By reaching out, she said, you will at least gain their respect.

Tracy recommends doing extensive district research. It’s a good idea to study, by precinct, voter turnout and election results to get a feel for how people vote and where they live.

Knocking on doors can be intimidating, Tracy said, but it’s an essential part of campaigning and gets easier with time. Driscoll said that going out to knock on doors with nomination papers to collect signatures is a way to help break the ice.

One of the biggest mistakes candidates can make, Tracy said, is not directly asking voters for their support.

Media and funding
Getting a candidate’s message out is one of the most important tasks in campaigning, and also one of the most difficult, says Helen Corbett, senior partner at Corbett & Lalli. Candidates need to ask themselves: Why am I running? Corbett recommends sitting down and making a list of causes and interests. And ask yourself what you would do if you won.

Candidates need to recruit their family, friends and neighbors to help them get their message out, Corbett said. Knocking on doors, holding coffee meetings, and sending out postcards are effective ways to advance your message. Local press outlets also provide an opportunity.

Campaigns, however, “are not news,” said Meredith Warren, co-founder of Lyric Consulting, so candidates should look for unique and interesting news angles when pitching stories. It’s also important to be prepared for when the press reaches out.

News coverage in local newspapers is shrinking, however, so she said candidates should invest in social media tools to get their message out and control their own news.

Campaigns of women candidates are hurt most by a lack of funding, according to media and political strategist Joyce Ferriabough-Bolling, who said women need to be just as aggressive as men are when it comes to asking for donations.

Candidates should use a contacts list drawn from their social networks to identify potential donors and fundraisers, said fundraising strategist/consultant Kristin MacEachern. The list can also be used for inviting people to fundraising events.

Ferriabough-Bolling and MacEachern stressed asking people for their financial support right away. Close the deal and get a commitment, they advised.

When people say no, don’t be offended and move on, Ferriabough-Bolling said.

Candidates need to make fundraising goals each week and be accountable for those goals, MacEachern said.

When making phone calls, it’s helpful to use a script in order to stay on message. MacEachern recommends making the most difficult calls first, and having someone with you to help motivate you when you step outside your comfort zone asking for money.