How to Win a Local Election: Insights from 273 Candidates

Our team at GoodParty.org surveyed 273 candidates who won their local elections on Nov. 5, 2024. Now we’re excited to share the results with you.

Keep reading to learn the key factors to these candidates’ victories, the tools they wished their campaigns had access to, and more. We’ll also unpack how you can turn these insights into actionable strategies for your local campaign.

Survey Results: How 273 Candidates Won Their Local Elections in 2024

The GoodParty.org team surveyed 273 winning local candidates over the phone following the Nov. 5, 2024 elections. For a breakdown of respondents by state and elected office, check out the “Survey Demographics” section below.

But first, we’ll walk you through the candidates’ answers to five questions related to campaign strategy.

The Key Factors to Local Candidates’ Success

Question #1: What do you think was most responsible for the success of your campaign?

Over half of the respondents gave the same answer to this question: strong community support. 

Here is the complete list of responses candidates gave:

1. Strong Community Support: 158 candidates (57.9%)

2. Running Unopposed: 22 candidates (8.1%)

3. Strong Messaging: 21 candidates (7.7%)

4. Running Against a Bad Opponent: 18 candidates (6.6%)

5. Name Recognition: 17 candidates (6.2%)

6. Multiple Factors: 11 candidates (4.0%)

7. Door Knocking or Campaign Outreach: 9 candidates (3.3%)

8. Community Events: 5 candidates (1.8%)

9. Volunteer Efforts: 4 candidates (1.5%)

10. Reputation in the Community: 4 candidates (1.5%)

11. Effective Fundraising: 1 candidate (0.4%)

12. Party Affiliation: 1 candidate (0.4%)

13. Appointment to Position: 1 candidate (0.4%)

14. Not Applicable: 1 candidate (0.4%)

Of the 11 candidates who cited multiple factors as responsible for their victory, nine listed community support as a key factor in winning their elections. In total, 61.2% of respondents mentioned strong community support as crucial to their campaigns’ success.

LEARN MORE: Explore the unique tips and strategies 10 local candidates used to win their elections in 2024.

Why Candidates Decided to Run for Office

Question #2: What drove your decision to run for office?

Interestingly, the most common answer to this question was that the candidates were already in office and running for reelection. 

Other candidates cited a variety of motivations, from the desire to serve their community to political aspirations.

Here are the reasons why candidates decided to run for office:

1. Incumbent/Reelection: 107 candidates (39.2%)

2. Encouragement from Others: 60 candidates (22.0%)

3. Desire to Serve Community: 43 candidates (15.8%)

4. Dissatisfaction with Current Leadership or Issues: 29 candidates (10.6%)

5. Personal Motivation: 18 candidates (6.6%)

6. Political Interest: 7 candidates (2.6%)

7. Professional Expertise: 5 candidates (1.8%)

8. Specific Issues or Concerns: 2 candidates (0.7%)

9. Filling a Vacant Seat: 2 candidates (0.7%)

LEARN MORE: How are candidates typically recruited to run for office?

Local Candidates’ Access to the Voter File

Question #3: Did you purchase or have access to the voter file, and how did you get it?

The voter file is a data set containing information about voters in a certain area or jurisdiction. This data can include voters’ contact information, voting history, party affiliation, and other details. Purchasing the voter file is especially important for candidates running in larger or more competitive races, where a more precise strategy can make all the difference between winning and losing.

Of the 273 local candidates surveyed, the majority said they did not access voter data for their campaigns.

Here is the full list of responses to whether and how candidates accessed voter data:

1. Did Not Use the Voter File: 224 candidates (82.1%)

2. Accessed through a Partnership with an Organization: 26 candidates (9.5%)

3. Purchased from the Government: 14 candidates (5.1%)

4. Purchased from a Vendor: 7 candidates (2.6%)

5. Accessed through Family or Friends: 2 candidates (0.7%)

LEARN MORE: Read the stories of five Independent candidates who used voter data to help win their local elections.

The Resources Candidates Wished Their Campaigns Had

Question #4: What one resource do you wish your campaign had that you were lacking?

In addition to asking candidates what resources they had access to, our team also asked candidates to name a resource they wished they could have had during their campaigns.

The majority of respondents said that their campaigns did not need additional resources. Other candidates cited a variety of missing resources, from campaign funding to information and data.

Here is the complete list of candidates’ responses:

1. Not Lacking Resources: 189 candidates (69.2%)

2. Funding or Financial Support: 26 candidates (9.5%)

3. Volunteers or Manpower: 20 candidates (7.3%)

4. Technology or Tools: 10 candidates (3.7%)

5. Professional Consulting: 6 candidates (2.2%)

6. Information: 6 candidates (2.2%)

7. Community Engagement: 5 candidates (1.8%)

8. Campaign Materials: 4 candidates (1.5%)

9. Time: 2 candidates (0.7%)

10. Media or PR: 2 candidates (0.7%)

11. Data: 1 candidate (0.4%)

12. Lack of Competition: 1 candidate (0.4%)

13. Public Events or Engagements: 1 candidate (0.4%)

The Timing of Get-Out-the-Vote Efforts

Question #5: When did you start your high-volume get-out-the-vote efforts, like door knocking, phone and text banking, etc.?

Finally, we asked candidates about the timing of their campaigns’ get-out-the-vote (GOTV) activities, such as door-to-door canvassing and phone banking.

The most common response was that candidates started high-volume GOTV efforts in the final month before their election.

Of those who participated in GOTV activity, here is when candidates launched their high-volume voter outreach: 

1. Within 1 Month of Election Day: 87 (47.0%)

2. Within 2 Months of Election Day: 37 (20.0%)

3. More than 1 Year Before Election Day: 25 (13.5%)

4. Within 3 Months of Election Day: 19 (10.3%)

5. Within 6 Months of Election Day: 17 (9.2%)

LEARN MORE: Learn more about the get-out-the-vote phase of a political campaign.

Tips to Help Win Your Local Election in 2025 or Beyond

Let’s break down what the statistics above tell us about campaign strategy and how to win local elections in 2025, 2026, and beyond.

Keep reading for five key takeaways:

#1: Community Support Is Essential in Local Elections

The data speaks for itself: 61.2% of the winners surveyed credited strong community support as a key to their victory. 

Building connections with voters, attending community events, and engaging in meaningful conversations all play a role in establishing strong support. If you’re planning to run for local office, prioritizing community engagement from day one can set you up for success.

LEARN MORE: Explore how one local candidate rallied community support and reached voters in a rural town in Minnesota.

#2: Many Candidates Decide to Run After Being Encouraged by Others

Encouragement from family, friends, and community leaders was a major motivator for nearly a quarter of surveyed candidates. 

If you’re running for local office, it can be powerful to remember who is in your corner, cheering you on throughout your campaign. 

Whether or not you’re considering running for office, you can also make an impact by encouraging someone you trust to run for office. A few words of affirmation might be the push that a friend, family member, or neighbor needs to take the leap and run for office.

#3: Voter Data Can Provide a Competitive Advantage in Local Elections

Our survey found that most local candidates did not invest in voter data. This could be for a variety of reasons. In especially small communities, candidates might feel they already know everyone in their town and do not need the voter file to connect with voters. Other candidates might not understand how voter data can help them win local elections.

The lack of voter data usage presents an opportunity for new candidates, who can use the voter file to gain a competitive advantage over opponents. Especially when running against an incumbent, challengers can level up their campaign strategy with voter data.

GoodParty.org offers affordable access to voter data for Independent, non-partisan, and third-party candidates across the United States. Learn more and get your personalized voter file here.

#4: Funding Was Local Candidates’ Most-Wanted Resource 

A majority of surveyed candidates said they had all the resources they needed for their campaigns. Of those who said they lacked resources, the greatest number (9.5% of respondents) said funding was their biggest challenge. 

Local campaigns often operate on tight budgets, making every dollar count. Fundraising can be difficult, but it’s often crucial for covering expenses like voter outreach, campaign materials, and digital advertising. 

Creative approaches — such as crowdfunding, hosting community fundraising events, and leveraging free campaign tools — can help candidates overcome financial constraints.

LEARN MORE: Learn how to get started with budget planning and financial management for your local campaign.

#5: The Timing of GOTV Matters for Local Campaigns

Almost half of the winners surveyed ramped up their high-volume GOTV efforts in the final month before election day. 

This trend reinforces the importance of timing as an element of campaign strategy. Candidates need to build name recognition early but also ensure they are engaging voters at the moment they are making their decisions. Well-executed GOTV strategies, including door knocking, phone banking, and SMS/MMS text outreach, can make all the difference in a close race.

Survey Demographics: Where Respondents Won Local Elections

The candidates included in our survey ran for office in 28 states and the District of Columbia. These states include Alaska, Arizona, Arkansas, California, Colorado, Florida, Georgia, Indiana, Iowa, Kentucky, Maryland, Michigan, Minnesota, Montana, Nebraska, New Jersey, North Carolina, North Dakota, Oregon, Rhode Island, South Carolina, Tennessee, Texas, Utah, Virginia, Washington, and Wyoming.

All of the candidates surveyed ran for office at the local, municipal, or county level.

Here is a breakdown of which offices these candidates were elected to:

1. City Council: 96 candidates (35.2%)

2. School Board: 75 candidates (27.5%)

3. Other Local Offices: 36 candidates (13.2%)

4. Mayor: 35 candidates (12.8%)

5. Town Council: 14 candidates (5.1%)

6. Clerk or Treasurer: 7 candidates (2.6%)

7. County Supervisor: 9 candidates (3.3%)

8. Sheriff: 1 candidate (0.4%)

Conclusion: Key Lessons for Local Candidates

Learning from winning candidates is one of the best ways to improve your campaign strategy. The insights we gathered from 273 winning local candidates can provide a roadmap for success in your future campaign. 

Here are our core takeaways from these survey results:

• Strong community support emerged as the most critical factor in local candidates’ victories. 

• Many candidates were motivated to run after receiving encouragement from others, highlighting the importance of fostering civic leadership within our communities. 

• While voter data remains an underutilized resource, those who leverage it can gain a strategic advantage. 

• Securing campaign funding is a major hurdle for many local candidates, making it important to take advantage of free and low-cost campaign resources. 

• Finally, the timing of get-out-the-vote efforts can be an important part of how to win a local election.

If you’re considering running for office, let these lessons help you build a winning strategy. From developing strong community ties to investing in data-driven outreach, each step can bring you closer to victory.