Money goes a long way in an election campaign. The popular belief is that to win elections, a person must have enough money to cover all expenses and influence people to vote for him or her. This is not always true. Underfunded political candidates can win through various methods. They increase one’s chances of winning an election without money. We will discuss them here.

Average spend for Presidential Election Winning Campaigns

Financial figures show that presidential election winning campaigns had to spend a lot of money. Obama spent about $730 million [Source] and Trump raised about $957,6 million against Clinton.

Average spend for Presidential Election Losing Campaigns

Presidential election losing campaigns also pour in huge finances in the campaign run. Hillary raised $1,4 billion against Trump [Source]. John McCain spent $333 million and Ralph Nader spent $4,187,628 in their race against Obama in the 2008 elections. This shows the importance of money not only in a presidential race but in politics.

How Money affects Election Campaigns

It is argued that the candidate who spends the most money usually wins [Source], but this is not true in all cases. Fully funded candidates tend to have a smooth campaign. They can fulfill some of the promises to the voters. When a rally is carried out, money must be used to have all necessary things at a rally such as water, food, tents, or book a suitable venue. Money enables candidates to get registered, hire security, and provide regalia. More so, a person with money is more acceptable to voters as compared to a poor one and can influence people to vote for him or her.

How Money is used for Campaigns

Political campaigns have incurred significant expenses for candidates and staff travel costs. There is also political consulting and advertising [Source]. Candidates need to print out regalia for their staff and voters and maintain social media accounts that need data. Some funds go towards rallies in hiring PA systems, venue, food, water, and transport to carry party members. In some countries, media coverage and television advertising need to be paid for so candidates use a lot of money in that regard. Money is also used for security, inviting popular social figures like musicians or actors to attract the masses.

How to win an Election without Money

• Grassroots level – This entails the foundation of coming with a strong team which will be the campaigning staff. It comprises of campaign manager, fundraising manager, event coordinator, volunteer coordinator, communications and advertising director, finance director (treasurer), and grassroots coordinator [Source]. People who occupy these positions must believe in your vision and can be friends or other close persons. Also, friends, family members, and close associates can be the first donors to roll out some funds towards the campaign and offer full support. One can approach local governments authorities for endorsement.

• Leverage influencers – This aspect will need one to partner will popular individuals who are known to influence a large part of society. Such influencers must be celebrated in society. They can be picked from the locality such as soccer stars, singers, actors, pastors or prophets, boxers, athletes, models, or TV personalities. The trick is to choose an influencer who appeals to a big chunk of your targeted voters, and they help in fundraising activities such as concerts. These influencers must wear campaign regalia, attend rallies. They may compose a song about your vision if they are musicians, post about you on their social media accounts, and take pictures with you.

• Run on a revolutionary idea – An aspiring candidate needs to come up with an effective revolutionary idea in-order to win the hearts of voters. A revolutionary idea needs to challenge the status quo and bring significant change in a locality or country. This happens when candidates address issues in their respective regions [Source]. For instance, a person may choose to introduce socialism in a capitalistic state. They can try to democratically overthrow a dictator. Some will fight for women’s rights. They may bring a technological era in an archaic system, a champion for human rights, especially those linked with the LGBT community.

• Meet the Constituents – Meeting the constituents is key in winning elections. It shows that a candidate has a love for the voters and makes time for them. It also creates a more personal relationship with the masses. A candidate becomes approachable and friendly towards potential voters. This is why candidates meet constituents before elections and attend local events. [Source] They can take pictures with them and have conservations.

• Offer solutions people understand – In coming up with solutions in society, one must “develop a simple message that describes why you [he or she] want to run.” [Source]. Some voters are not educated. They do not understand a lot of political jargon and complex terms that politicians use, so it is wise to be simple and straightforward. The manifesto must be in pedestrian language and even applicable to the targeted voters and include local lingo. Solutions must be specific. To introduce free education for orphans, improve technological centers, reduce power cuts.

• Accept every media opportunity – The media plays a vital role in broadcasting a campaign so it sends the message out [Source]. Since you do not have any money, it is wise to accept every media opportunity. Take up offers from a local television or radio station or a blogger or social media live video. This helps to spread the message and a person who is not afraid of the cameras shows elements of trustworthiness and confidence. The media will make one appear friendly and very interactive.

• Take on criticism head-on – A candidate must “get ready to be attacked by” other political opponents and potential voters. After criticism is aired out, the candidate and his or her team must sit down and study the loopholes to prepare for the next attack. One ought to improve from criticism and treat it like free advice being given by other politicians and voters. This is also where a person prepares to respond to critics. They learn to handle emotions while having constructive political arguments. Every candidate gets criticized, even those who will win. Criticism is part of the process.

• Make the people believe you are truly one of their own – Voters will only support a person whom they can relate to. They want one they are able to see that he or she is one of their own. This means a candidate’s personality is important in campaigning. He or she must fit in within the community as a member and exhibit the same social values. Some politicians such as Obama are seen stopping for a coffee or burger in popular restaurants and mingling with people. They are seen hugging them and even holding babies. These interactions are necessary for becoming part of the larger society.