Political Campaign Messaging Basics - National Democratic Training Committee

Political Campaign Messaging Basics

By Dana Bottenfield
30 min

What You’ll Learn

  • The connection between vote goal and campaign messaging
  • The process by which campaigns develop and tailor messages
  • The structure of effective campaign messages
  • Strategies campaigns use to reinforce messages
  • The components of a campaign message guide

Why This is Important

Connecting with voters is crucial to a campaign’s success. In this course, you’ll learn how to use your vote goal to target specific voters and root your message in your candidate’s story. You’ll also learn the structure of effective messages, and strategies for reinforcing your message throughout your campaign.

Key Resources

  • Message Guide Example

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Dana Bottenfield


Dana Bottenfield joined NDTC as an instructional designer in 2019. Dana works with experts in political campaigns and strategy to create curriculum for NDTC’s Online Academy, virtual live trainings, and cohort-based learning programs. Dana holds a BA in English and Creative Writing from The University of Kansas and a MA in Victorian Literature from The University of Exeter, UK. She spent 15 years in publishing before moving to a career in content development and instructional design for industry leaders. Dana’s favorite hobbies include cooking overly complicated meals and exploring trails and parks with her dog, Midge.