Getting Started as a Candidate in Virginia

Building Your “Universe” (How You Get to 51%)

Every campaign starts with defining the universe of voters you need to win.

• Your universe = who votes in this election, not everyone who lives there
• Two levers determine your path:
  • Turnout: getting your people to actually vote
  • Persuasion: convincing undecided or soft voters to choose you
• Winning is about math, not vibes. Know how many votes you need and where they come from

Voter Data in Virginia

• Virginia Democrats use NGP VAN (Voter Action Network) to manage voter data
• VAN data is accessed through or purchased via the party and is essential for:
  • Targeting doors and mail
  • Tracking support
  • Building turnout plans
• Even in non-partisan races, party data is often the best available data

Picking a Camp (Even in Non-Partisan Races)

Local races may be non-partisan on the ballot-but they are not neutral in practice.

• You need a base of support early
• Choosing a “camp” gives you:
  • Access to voter data
  • Volunteers
  • Endorsements
  • Credibility
• For Democratic-leaning candidates:
  • Build relationships with the local Democratic Committee early
  • Show up before you ask for anything
  • These relationships matter long before filing day

Key takeaway:
You don’t win local races alone and you don’t win them without data.

What Elected Officials Actually Do (By Level)

Federal (Congress / Senate)

• Vote on federal legislation
• Constituent services with federal agencies
• Oversight of federal programs
• National policy focus

State (General Assembly / Statewide)

• State laws and budget
• Education, transportation, public safety policy
• Oversight of state agencies

Local (City Council / School Board)

• Land use, zoning, development
• Schools (School Board)
• Local budgets and taxes
• Public safety funding
• Infrastructure and quality of life issues

Rule of thumb:
Local voters expect problem-solvers, not ideologues.

Critical Virginia Campaign Basics (Know These Early)

Filing & Petitions

• Filing deadlines typically fall spring to early summer for November elections
• Many local offices require petition signatures to qualify
• Signatures must be:
  • From registered voters
  • In the correct district
  • Submitted by the deadline (no grace period)

Campaign Finance (Virginia-Specific)

• Virginia has no limits on contribution amounts
• All contributions and expenses must be reported to the Virginia Department of Elections
• Early fundraising matters-it signals seriousness and viability
• You will need:
  • A campaign bank account
  • A treasurer
  • Timely and accurate reporting

Timing & Viability

Before running, you should be able to answer:

• Is there a realistic path to victory?
• Who is voting in this election?
• Is turnout favorable, or stacked against me?
• Do I have a base, or can I build one?

Right time + right seat + right environment = opportunity

How Local Campaigns Actually Communicate

At the local level, mail still matters-a lot.

• Mailers are one of the most effective ways to reach voters in low-turnout elections
• Most campaigns rely on:
  • Professional mail firms
  • Targeted voter lists
  • Repetition, not one-off pieces
• Digital helps, but mail wins local races

First Concrete Next Steps

Before committing, do these things:

• Talk to 10-15 voters who consistently vote in local elections
• Attend local committee and civic meetings
• Meet with the local Democratic Committee leadership
• Draft a one-page “Why I’m Running”
• Learn the filing and petition deadlines for your specific office

If these steps energize you, that’s a good sign.