Inside Jonathan Cooper’s Landslide Victory for Justice of the Peace

On November 5, 2024, voters in North Las Vegas overwhelmingly voted for Independent candidate Jonathan Cooper to take on the role of Justice of the Peace, Department 2. Cooper emerged with 74.25% of the vote, earning 69,751 votes in total.

As a first-time candidate, Cooper said that GoodParty.org’s campaign tools were essential to his winning strategy.

Read on to learn what inspired Cooper’s campaign and how he successfully connected with voters across North Las Vegas.

Running on a Commitment to Justice Reform

Born and raised in Las Vegas, Cooper’s decision to run for office began with a desire to improve the justice system. 

“I was a former prosecutor and defense attorney. I decided to run for office because I thought some things could be handled better,” Cooper explained. “When I was a kid, my dad always told me, ‘If you think you can do it better, then you need to do it.’ So I decided not to complain and I decided to run, and it all worked out.”

Cooper is now focused on addressing two critical issues: Nevada’s eviction processes and criminal justice reform.

“We definitely have to do something with our eviction process in Nevada,” Cooper said. “It's a very unique process, and we are the only state that has any type of eviction process like it. I definitely want to do something to help improve that process. Obviously, people can’t just live rent-free. You’ve got to pay your rent. But there's a lot we can do to improve the process for both the landlord and the tenant.”

Cooper said Nevada’s bail system is also in need of reform.

“We have to continue to improve our bail system, not only to ensure that people are given a fair shot and they actually have that presumption of being innocent until proven guilty, but also to protect the community,” Cooper said. “Just because someone can afford a bail doesn't make them not a dangerous person, and vice versa.”

Reaching Voters with Data and Texting Support

As a first-time candidate without a campaign manager, Cooper faced significant obstacles. He said his greatest challenge was knowing which campaign activities to focus on to make the biggest impact. GoodParty.org’s resources gave him the insights he needed to determine his campaign strategy.

“GoodParty.org was a large part of how I learned to run,” Cooper said. “I went to a lot of the webinars, where you guys talked about endorsements, social media presence, and things like that that I had absolutely had no idea about. I didn't have a campaign manager, couldn't afford one, so that was definitely a really big tool. I didn't know anything about canvassing until I went to one of your calls.”

Cooper said that GoodParty.org’s campaign webinars also helped him understand how to use voter data to connect with voters.

As his campaign moved closer to election day, Cooper was able to access affordable voter data through GoodParty.org.

“Voter data was definitely number-one. I sent mail, and GoodParty.org gave me the mail data for that. I did a lot of canvassing, especially with volunteers. Having access to that voter data was extremely impactful,” Cooper said.

Cooper also took advantage of GoodParty.org’s SMS/MMS text messaging support. He said that he got a creative idea from friends to make his voter outreach feel more personal.

“Voters don't want to just hear you say something to them. They’d much rather be invited somewhere,” Cooper said. “I would do these ‘Coffee with Cooper’ events. I would go to a Starbucks and do a mass text message for maybe a two-mile radius around the Starbucks. I’d say, ‘Hey, come meet and talk to me. Talk to your next local judge about issues that you're facing in the community and what I can do to assist.’”

Closer to election day, Cooper used text messaging to remind voters about early voting. Overall, he said he was very satisfied with the cost effectiveness and value of GoodParty.org’s texting support.

“What I thought was so impactful is that it was a very good price and it allowed me to send a picture too,” Cooper said. “That was great to have the picture and the caption, so even if people didn't read the message, they at least saw a picture with my name big on it. I think that was impactful, and that was probably one of the things I used the most.”

Moving Forward with a Community Focus

During his campaign, Cooper received endorsements from numerous groups, from the Forward Party to local unions. Local progressive organizations supplied volunteers to canvass neighborhoods and put up campaign signs, while grassroots supporters became vocal advocates for his candidacy. 

Cooper said his best advice for other political candidates is to build a support network.

“Build your base. I think that's the most important thing, because one person can only do so much,”  he said. “When you have a whole community behind you, whether it be unions, youth organizations, church organizations, or whatever it is, they become your surrogates. 

“There were people out there that were going very, very hard for me, and I just met them the day before. They were just like, ‘Hey, we love your message. We think you're exactly what we need. We care about this community.’ They're volunteering. They're telling all their friends, and then their friends tell friends. It became a very large net that I was able to start casting.”

Cooper said this community support was a key factor to his victory.

“I think what led to my victory was having the community support, being able to know how to go out, engage, and get the endorsements, and being able to know what organizations were actually going to be able to assist,” Cooper said.

Following his election, Cooper remains committed to engaging with community members and local organizations.

“I met a lot of great people and a lot of great organizations, and I want to continue those relationships and continue to go to their meetings,” he said. “I think that's extremely important for my race, because I only run once every six years. It's a long time. You have to make sure that you are keeping your finger on the pulse of the community, because a lot can change in six years. You don't want to be that politician that just pops up every six years.”

Reflecting on a Successful Judicial Campaign

Cooper’s success is a testament to the power of grassroots campaigns supported by innovative tools. Now that he’s been elected, Cooper is going on to take office as Justice of the Peace, where he’ll have the chance to effect positive change for North Las Vegas.

Cooper called GoodParty.org’s campaign tools a “game changer” in his journey to election.

“You guys absolutely were a game changer to me. I would not have even known what a voter data file was if I had not gotten connected with GoodParty.org very early on,” Cooper said. “I'm just overjoyed and happy that you guys were in my corner and you continued to provide me with the support I needed, because otherwise, I wouldn't have even known what to do.”

GoodParty.org’s free and low-cost campaign tools are available for Independent and non-partisan candidates across the country. Whether you’re planning your first campaign or looking to amplify your impact, GoodParty.org can help you succeed.