Book details

The Campaign Manager

Running and Winning Local Elections

By Catherine Shaw

About the Book

Successful campaign manager and three-time mayor of Ashland, Oregon, Catherine Shaw presents a clear and concise, must-have handbook for navigating local campaigns. This handbook gives political novices and veterans alike a comprehensive and detailed plan for organizing, funding, publicizing, and winning local political campaigns. Finding the right message and targeting the right voters are clearly explained through specific examples, anecdotes, and illustrations. Shaw also provides in-depth information on assembling campaign teams, precinct analysis, canvassing, and dealing with the media. The Campaign Manager is an encouraging, lucid presentation of how to win elections at the local level.

Updates to the fifth edition include an entirely new chapter on social media and its influence on campaigning, new coverage on how to put together a campaign plan, and a new appendix on how to campaign on a budget.

About the Author

Catherine Shaw served twelve years (three terms) as mayor of Ashland, Oregon, and four years as a member chief of staff in the Oregon legislature. She has over three decades of campaign management experience, and has taught campaign courses at Yale, the University of California, and Southern Oregon University.


"With the experience of serving as a mayor and a chief of staff in the Oregon Legislature, Shaw…presents a solid, comprehensive approach to managing local campaign—from observing the 'ten commandments of campaigning' to avoiding the 'cardinal sins' of electioneering. Written in as easily comprehensive and systematic approach, Shaw's book gives the reader the vital tools and components to not just strategize but also implement a modern local campaign."

"The fourth edition of The Campaign Manager still has the useful designs and tools you'll use every day and enough conceptual guidelines and background to help you invent your own systems when something unpredictable happens. But the elaboration of author Cathy Shaw's methods for Precinct Analysis, new to this edition, are the crown jewel. Her rigorous model will help you or your staff deliver more actionable and sophisticated planning than most of the hundred-million dollar Presidential campaigns of the last three decades…and for a lot less money. No matter how new you are to the game, Shaw will make you smarter. And no matter how experienced you are at it, there are original insights and tools that will build up your effectiveness.”
Jeff Angus, Management consultant and author of Management by Baseball; former Washington state elections committee chair for the Citizens Party