How to ask for political endorsements for your campaign

Every election cycle, candidates up and down the ballot seek political endorsements from respected individuals and organizations that can give their campaign a boost in both visibility and credibility. Gaining voters’ and donors’ trust is often a challenge, but securing endorsements can help you earn that trust more quickly. As an important part of your campaign strategy, gaining endorsements from significant groups and organizations can help you garner more support and resources that you need to set your campaign up for success…

But how do you secure political endorsements, and what do you do with them once you have them? In this guide, we’ll answer those questions and more as we explore everything you need to know about political endorsements.

What are political endorsements?

A political endorsement is a public statement of support for a candidate from a person or organization with influence or authority.

Candidates may seek endorsements from public figures, community leaders, and various types of organizations that hold influence. By giving the seal of approval from important people or organizations, endorsements help candidates show their alignment with significant causes or get their foot in the door with untapped audiences of voters and donors.

Do political endorsements matter?

Political endorsements can make a difference in races at any election level. Specifically, endorsements can:

• Get your candidate in front of new, relevant audiences.
• Generate media attention and buzz to increase support and awareness for your campaign.
• Increase your campaign’s credibility, especially among groups of voters or donors who are still deciding who to support.
• Signal to voters that a candidate is aligned with certain values or priorities.
• Mobilize and persuade voters who are motivated to vote for a specific issue or cause.

Some voters may even vote for a candidate just because they’ve been endorsed by an individual they respect or an organization that is important to them.

What can endorsers do for your campaign?

Beyond providing your campaign with public support, political endorsements can also be accompanied by additional financial or organizational support from the endorser, though this isn’t always the case. For instance, some endorsers may:

• Contribute financially to your campaign.
• Organize events or actions to help you secure vote or funding.
• Promote your campaign on their social media profiles.
• Provide venue space or other in-kind support.

Most endorsements are positive and help build support for your campaign. However, the wrong endorsements can impact your campaign negatively. Be wary of political endorsements from controversial figures or organizations that may pose a potential risk to your campaign. Weigh the pros and cons of accepting the endorsement to determine how to proceed in these cases.

Political endorsement examples

Endorsements can come from a variety of sources, from both individuals and organizations. While celebrity endorsements may be the first ones to come to mind, these are typically only relevant for campaigns with national attention like Presidential or Senate campaigns.

At any election level, common political endorsement examples include those from:

• Public figures, whether they’re elected officials, local leaders, or other well-known individuals in your community.
• Political parties, clubs, and political action committees (PACs).
• Advocacy groups that advance causes that align with your candidate’s stances.
• Labor unions and other member organizations that connect large groups of people with shared career fields or interests.
• Local media like newspapers or radio stations.

This isn’t an all-encompassing list. Many other individuals and organizations that have a stake in the political landscape may make political endorsements on behalf of your campaign. 

How to ask for a political endorsement

Obtaining the right political endorsements requires a deep understanding of the political landscape in your community, effective relationship building, a compelling message, and a thoughtful and strategic approach. 

When you’re ready to seek out political endorsements for your campaign, follow these three key steps: 

1. Do research

The first step is identifying the individuals or organizations most likely to support your campaign. If you have initial ideas of who or what organizations you should reach out to first, start your research there. If not, consider well-known leaders in your community and organizations with members who are likely to align with your stances.

Once you have a shortlist, research each potential endorser to learn more about their values, priorities, and track record when it comes to endorsing candidates. Use these questions to guide your research:

• What does this organization or person stand for?
• Do their stated values and stances align with your campaign’s?
• Is this person or organization likely to resonate with your target audience?
• Have they endorsed similar candidates in the past?
• Who are the decision-makers at this organization?
• Do they have a process for requesting endorsements?

By doing this research now, it will be easier to connect and speak about the values that are important to the endorser. One of the most common ways politicians get endorsements is filling out endorsements questionnaires. Major groups put out questionnaires for endorsement at the same time each year. They send them to candidates or candidates can request them. Some come with money attached, others are just verbal endorsements with the usage of their logo, name, etc.

2. Build relationships

Next, take steps to build a relationship with each potential endorser if you don’t have one already. 

You may be able to reach out to individuals or organizations directly to start developing your rapport through ongoing communication. However, some organizations (particularly labor unions and advocacy groups) have established endorsement processes that may include filling out questionnaires or doing interviews.

While filling out questionnaires or speaking with potential endorsers, highlight how you align with their priorities and goals. Ask about the issues that matter most to them and explain how you’d like to address them when you’re elected. Then, develop a relationship before making the formal ask.

3. Make the ask

When you have a strong enough relationship that you feel comfortable making your ask, be ready to make a strong case for why you are the best person for the job. Highlight your experience, qualifications, and accomplishments as well as your campaign’s vision for the future. Communicate key details about your campaign and how you plan to win your race with the endorser’s help.

In your ask, you should also demonstrate knowledge of the issues that are important to the individual or organization and your ability to work collaboratively with others to achieve results. 

Promoting your political endorsements

Once you secure a political endorsement, make a plan to build on its momentum to improve your campaign’s credibility and inspire others to endorse your campaign. 

By promoting your endorsements on your website, social media, and other materials, you can increase their impact. Check with the groups who endorse you and your relevant election authority to determine what needs to be done (if anything) to include endorsements on any of your marketing materials. Then, promote your political endorsements widely using the following methods:

Events

Consider hosting an event to announce your new political endorsement and generate excitement. Whether it’s a press conference or a rally, endorsement events help you earn media coverage and create additional buzz around your campaign. 

Campaign videos

Mentioning endorsements in campaign videos is one of the best ways to leverage their influential power. Highlight your newfound support in the video or add on-screen text about the endorsement. If the individual or organization providing the endorsement is willing to record a voiceover or video testimonial for you, even better. 

Social media and email graphics

It’s easy to create social media graphics with a picture of you and the endorsing organization’s logo to share widely on social media and via email. These graphics can be reused in a variety of marketing materials for maximum impact. You can also tag your endorsers’ accounts on social media to encourage them to share your post with their followers. 

Printed materials

Mention your political endorsements on mailers, yard signs, campaign brochures, etc. Groups that endorse your campaign may send along approved logos and messaging to use on printed materials. They may also issue logo usage guidelines, so follow them closely and add any necessary disclaimers. Make sure to double check what needs to be on your printed materials with your relevant election authority before you print them.

An endorsements section on your website

Listing your endorsements on your campaign website is a great way to consolidate the names and logos of individuals and organizations that are supporting your campaign for easy visibility. Consider including their logos on your homepage or a specific endorsements page that dives deeper into the support of each person and group.

Make the most of your political endorsements to help you win!

While political endorsements are not a guarantee of success, they can be an important tool for candidates looking to build a winning campaign. By leveraging your endorsements effectively, you can increase your visibility, credibility, and momentum to power your path to victory on Election Day.