How to Win a Local Election: Lessons from Mayor Louie Lujan of La Puente
Ever thought of running for your local city council, school board, or other local elected office? If so, you need a plan that includes three crucial elements to ensure victory.
Louie Lujan, the youngest Mayor in California, when elected Mayor of La Puente has some advice. He set a record for the highest vote totals ever obtained; a record that still stands today. He was able to achieve victory by following a simple formula.
Element 1: Raise Money
Raising money is critical for any political campaign. This is especially tru for local elections. It allows you to get your message out to the voters and can serve as a deterrent for those wishing to oppose you. It sends a message that you are serious about running and have the resources necessary to win. Ask people for money, or to cover the cost of a particular portion of your campaign (i.e. food for volunteers, gas money for vehicles, yard signs, etc.).
Element 2: Precinct Walk
Walking door to door is critical. You will most likely lose if you do not do this. Sharing your story, asking for a vote, and simply talking to voters builds trust. I recall numerous times where voters made the decision at their front door to vote for me, simply because I showed up and asked for their vote. Also, for those voters that are undecided, showing up and talking to them will increase the probability that they will vote for you.
Element 3: High Propensity Voters
Do not waste your time talking to people that rarely vote or are not registered. While this may feel unnatural, winning a local election is not necessarily a numbers game. Instead it is a game in which you are competing for a small pool of voters; those that vote often. The amount of resources and energy it takes to convince a “non-voter” to vote for you, is not worth your time when you are on a limited time-frame towards election day. Knowing that a person will vote, turns your pitch into guaranteed “yes” vote if they are persuaded by you.
About Louie Lujan:
Mr. Lujan is a registered lobbyist in Phoenix and Los Angeles. His elected and appointed offices have included Mayor of the City of La Puente, Director of the Southern California Air Quality Management District, President of the La Puente Water District, and Vice President of the California League of Cities City Selection Committee. His private sector experience includes government relations and lobbying positions within various industries in real estate, textiles, recycling, communications, and education. Mr. Lujan graduated from the University of Southern California (USC) with a B.A.in Political Science and a Master’s in Public Administration (MPA). He also holds a Master’s in Secondary Education (M.Ed.) from Loyola Marymount University (LMU).
