The Election Process Module 6.1: Campaigns

Targeting Methods of Campaigns The “Shotgun” –Targets a broad segment of the public –Used to increase salience through “area effect” –Nationwide campaigns The “Rifle” –Targets a specific segment of the public –Demographic cleavages –Socioeconomic cleavages –Key Congressional districts

Campaigns common to all interests Publicity –Media exposure –Managed coverage –Positive public image –Negative public image of opposition Fundraising –Personal Contributions –Interest Group Contributions –The “War Chest”

Campaign as Product "A product is something that is molded, produced, thought out and set out before the person: 'We have made this for you, we think this will help.' Jim Durfee, Advertising Executive, Carl Ally Agency. Question for Discussion: How does this apply to candidacies and campaigns?

What makes a candidacy different? Five facets of an election campaign –Media –Fundraising –Personal image –Primary election –General election A successful candidacy usually depends on strengths in all five areas

Another Look at Campaigns: The 4 M’s Message –Substance –Modes of communication Media –Managed coverage –Paid advertisement Machine –Paid staff –Volunteers & supporters –endorsements Money –Candidate contributions –Individual contributions –Interest Group contributions

A Typical Election Campaign

Campaign Finance How to raise money for election campaigns –Most candidates spend > ¼ of campaign raising $ Four ways to fund a campaign: –Candidate contributions The candidate pays “out of pocket” –Individual Contributions Supporters donate money –PAC Contributions Political Action Committees raise funds for the campaign –Public Funding Tax dollars Qualifying parties and candidates eligible for “matching funds”

Questions for Discussion Should there be a limit to how much $ any one candidate can pay out of pocket for his own campaign? Should there be a limit to how much $ any one person can give to a campaign? Should there be a limit to how much $ any organized group can give to a campaign? Should election campaigns be publicly funded?

Timeline of campaign regulation 1867: Naval Appropriations Bill –limits fundraising by naval officers 1883: Pendleton Act –limits fundraising by all civil service employees 1905: T. Roosevelt’s State of the Union Address –proposes public financing and ending corporate contributions 1907: Tillman Act –prohibits corporate contributions, but is rendered unenforceable 1910: Federal Corrupt Practices Act –establishes disclosure requirements for House Candidates –1911 amendment extends to Senate Candidates –1925 revision establishes limits to campaign funding, but is largely ignored –Remains until 1971

Timeline of campaign regulation 1940: Amended Hatch Act –Sets individual contribution limit to $5K –Loopholes allow multiple committees for single candidates 1943: Smith-Connally Act –Limits Labor Union contributions –Unions used dues to fund campaigns in : 1 st PAC formed –PACs solicit voluntary contributions 1947: Taft-Hartley Act –Makes Hatch and Smith-Connally limits permanent

Timeline of campaign regulation 1967: 1 st House Campaign Finance Reports –Law on the books since : Federal Election Campaign Act –Repeals Corrupt Practices Act –Establishes new regulatory framework 1971: Revenue Act –Establishes public funding stream for Presidential Election Campaigns 1974: FECA revised –Sets $1000 per camp/25 camp max limit on individual contributions –Sets $5000 per camp limit on PACs –Limits “Out of pocket” contributions to one’s own campaign –Limits “Independent Expenditures” to $1000 per camp –Ended ban on contributions from government employees –Ended limits on campaign ads –Creates Federal Election Commission

Timeline of campaign regulation 1976: Buckley v. Valeo –Challenges FECA as violations of Free Speech –SCotUS upholds disclosure requirements Individual limits Voluntary public funding FEC –SCotUS strikes down “out of pocket” limits independent expenditure limits

Timeline of campaign regulation 1976: FECA revised to conform to Buckley v. Valeo –Sets $20,000 limit on individual contributions to parties –Sets $5000 limit in individual contributions to PACs 1979: FECA revised (Again!) –Sets $1000 limit on “in-kind” contributions –Raises minimum amount for reporting to FEC –Prohibits FEC from conducting random audits 1979: Loophole in FECA –FECA silent on individual and PAC contributions to parties (‘soft money’)

Timeline of campaign regulation 2002: Bipartisan Campaign Reform Act –Sets higher limits Individual contributions ($2000) PAC contributions ($10,000) –Sets limit to ‘soft money’ contributions –Addresses independent expenditures loophole Previous legislation silent on independent advertising BCRA seeks to regulate “Issue Ads” “Stand by Your Ad” Since 2002, States have gone beyond BCRA in efforts to regulate campaign funding