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I ran for the State Assembly in California back in 1992 when I was 29. I was a nobody who had moved into the area (Chino, Pomona, Ontario) 2 years before I ran.
The two other Democrats were both long time residents. One guy, Bob Erwin, grew up there so he had spent over 50 years. The other guy, Larry Simcoe, lived there around 20 years or so.
Bob was well known because he ran, and almost won, the congressional seat two years prior to this race, and Larry was the Fire Chief for the entire Inland Empire (during the Rodney King riots to boot).
What I did was invest in one cable commercial that I ran about 50 times on channels like History, CNN, Discover, etc. A friend donated his time to shoot and edit the commercial. I only had to pay for parts and rental of the editing booth. It ended up being around $150 for the commercial and then I paid about $500 to run the ad.
I also made about 30 yard signs at home and put them, with permission, in very strategic places (get intersection data from the local road works people).
Then I went out and pounded the pavement and went door to door. You can get the entire voter roll for the area from the local Registrar. That way you only hit homes of registered voters and in the primary just registered Democrats. I am confident I received at least 85% of the votes from the people I met because it makes such a HUGE impact on people when you go to them and say "I want to work for you in Sacramento. What is it you want to see happen?" instead of just spewing campaign rhetoric. I even made it a point to carry registration forms so I could register new voters in the home or re-register Republicans.
I also attended some church functions and handed out home made issue cards. These people were so impressed that I had the guts to show up at a Catholic function and state clearly that I support the womens' right to choose, period. I even swayed some Republicans at these events (fair/carnival type events).
Be sure to participate in as many event/marches/community events you can. I don't mean to try to force your way into being center stage, but instead work the people who are running the program. Go to them and say, "Hi, I'm Curtis and I'm running for the Democratic nomination for the Assembly in this district. I am here to offer ANY help I can to make this go off without a hitch. I don't want to make a speech or anything but just help." You'll hear, "Uh, wow. It's nice to meet you. I wasn't aware you were going to be here or I would have made room for you in the program." "no, no, no. I don't want anything like that. I want to help YOU because I believe in what you are doing. Put me to work. How about I make sure there are enough seats in visible areas with safe paths through them? Or, I could just be sure to keep that table over there covered with drinks for everyone to just grab." "uh, sure. That'll work." The best part comes later when the people learn you are running but you just wanted to help and not pontificate from the stage like one or two other candidates. It works really ;)
The big thing I did was bug the hell out of the local press. Get to know the political reporter for your local rag and take him/her to lunch. The money and time spent will be worth it because you can become his/her friend. David Wert was the political reporter for the Inland Valley Daily Bulletin in '92. I talked to him about 5 times a week. I would call to check on any rumors. I would call to tell him about endorsements, which I would string out to give me yet another and another reason to call him.
I also, put together two debates. I won them both and really impressed the crowd. I eventually had people who offered to help. I would then have them follow me around door to door and eventually sent them off on their own with a list.
Bottom line is I spent about $1750 total. My opponents spent: Bob spent $48,000 and Larry spent $59,000. The ending vote was 39% - 38.5% - 22.5%. Larry won and went on to get crushed by the Republican, Bob came in second and left the area in disgrace due to one of the debates and resulting news stories, I came in third out of no where.
The cool thing is Ruben Ayala, BELOVED State Senator from the area, took me under his wing. I was made co-Chair of the Democratic Party of San Bernardino County and hand picked to be the Democrat with all the backing to run in the next race in 1996. I would have won easily as did the Dem who ran in my place. I couldn't do it because I got ill and have been very disabled since. I keep getting the itch to get back into it, but then I get hammered by my illness and that thought is knocked right out of my head.
But, hey. That's the way I did it and it worked really well. More than likely I would seriously be in line to run against Ahnold in 2006 :(
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