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4 Confidence Boosting Strategies For First-Time Candidates
Are you a woman considering a run for municipal office? Don't let the challenges of campaigning deter you! In this post, we share essential tips for breaking through barriers and making your campaign a success, from building a strong support network to navigating gender bias in the political arena.
break barriers and build the relationships you need to make a run for office
Running for municipal office is no easy feat, especially for women. Despite making up over 50% of the population, women remain significantly underrepresented in political office at all levels of government. There are a variety of reasons for this, from systemic barriers to outright sexism and misogyny. But there are also strategies and tips that can help women overcome these challenges and pursue their political ambitions.
1. Build a Strong Support Network
Building a strong support network is essential for women running for municipal office. Here are some tips to achieve it:
Identify potential supporters early on and start building relationships with them.
Create an advisory board with experts in different areas to guide you throughout the campaign.
Utilize social media to connect with potential supporters and share updates about the campaign.
Seek out support from other women in politics, attend events and forums, and engage with women's political organizations in your area.
By implementing these strategies, women running for municipal office can establish a strong support network that can provide emotional, financial, and logistical support throughout the campaign. This network can be invaluable in ensuring success on the campaign trail and beyond.
Looking for other blog posts about planning your campaign? Check these out.
2. Seek Out Mentorship and Training Opportunities
There are plenty of organizations and programs out there that offer mentorship, training, and other resources to women who are considering running for office. Some examples include:
ElectHer Now, which is a nonpartisan organization that provides online training and support for women running for office. Their training modules cover a range of topics, including fundraising, campaign strategy, and public speaking. The program also offers one-on-one coaching and mentorship to help women navigate the challenges of running for office.
The Federation of Canadian Municipalities' (FCM) Women in Local Government Program, which provides resources, research findings and funding opportunities to women seeking to develop their skills and knowledge in municipal politics.
The Canadian Women's Foundation, which offers a variety of resources and funding opportunities for women seeking to enter politics.
Equal Voice, a non-partisan group aims to promote the election of more women to all levels of government in Canada. They offer mentorship opportunities, training programs, and networking events to help women connect with other women in politics and develop the skills they need to succeed in elected positions.
And of course, you can always access our resources, which help women navigate the process of running for office. We’ve created helpful templates and a workbook that can guide you on your journey.
The PoliticsNOW workbook is designed to help women develop a campaign strategy and includes templates for things like budgeting, canvassing, and volunteer recruitment. The organization also offers online resources, webinars, and coaching sessions to help women build the skills they need to run a successful campaign.
By utilizing the resources offered by PoliticsNOW, women considering running for municipal office can develop a comprehensive campaign strategy and gain the skills and confidence they need to succeed. Whether you're a first-time candidate or a seasoned campaigner, seeking out the resources and mentorship available through organizations like PoliticsNOW can be an essential step towards success in municipal politics.
3. Create a Clear Campaign Plan and Messaging Strategy
Developing a clear plan and messaging strategy can help women stay on track and communicate effectively with voters. This means developing a platform that addresses the needs and concerns of your constituents, outlining a plan for fundraising and campaign events, and identifying the key issues and values that will guide your campaign messaging.
4. Connect with Other Women in Politics
Finally, it's important for women running for municipal office to connect with other women in politics. Women supporting women is a beautiful thing, and building connections with other women who are running for office or who have previously served in elected positions can be incredibly valuable. Attend events and forums specifically for women in politics, seek out mentorship and networking opportunities, and engage with women's political organizations in your area.
And if you’ve attended any of PoliticsNOW’s events, you’re invited to connect with other alumnae from our program on our Facebook group.
TL;DR
Running for municipal office can be a daunting task, but it's also incredibly rewarding. By building a strong support network, seeking out training and mentorship opportunities, creating a clear campaign plan and messaging strategy, and connecting with other women in politics, women can help ensure their success on the campaign trail. We need more women in municipal office to ensure that our communities are representative and equitable, and by taking these steps, women can help break down the barriers that prevent us from achieving that goal.— more learning —
If you're considering running for municipal office, start building your support network and developing your skills today. Check out our resources for aspiring candidates and sign up for our newsletter to stay informed and empowered on your journey to public service!
Why You Need To Fundraise For Your Campaign
Don’t let your campaign put you into debt. Focus on fundraising instead!
You Need To Fundraise For Your Campaign
Yes, fundraising during a municipal campaign can be done. We’re going to show you how.
Let’s be real here – you may be looking at the spending threshold and thinking, “That’s nothing. I can get there myself.”
You might be tempted to self-fund most of your campaign.
Stop right there.
Fundraising can be intimidating. Asking the people that you know for money can be heavy. But don’t go into debt to run for office. While the spending limit can look intimidating, remember: just because that’s the limit doesn’t mean that’s what you have to spend.
Fundraising Ideas
- A donation page on your website
- Crowdfunding
- Silent auctions
- Phone calls or text giving
- BBQ
- Meet the Candidate event
- Wine & Cheese
- Follow-up phone calls from in-person vote canvasses
- Beer tasting night at a local taphouse
- E-mail marketing campaign
- Social media campaigns
- Virtual viewing party
So sit down and make a list of what you will need to run this campaign. Know that the list will be different depending on which office you’re running for (obviously, you won’t need to spend the same on gas to cover canvassing ground if you’re a mayor vs. if you’re running for council). Understand that your must-have list for what you need to run for office may be different than someone else’s (two candidates may disagree on whether or not they need lawn signs, for example). Consider how long the campaign period is and what your goals are. Also, ensure that you look into the municipal election rebates that may be available to you, depending on where you live, so that you can access those funds and don’t need to worry about fundraising.
And then start crunching numbers.
That is what you’ll want to aim for in fundraising. And there are plenty of ways that you can get there.
A mix of a couple of these events will help you reach your goal more quickly. Remember when deciding on your event fundraising goals that you’ll need to be realistic about what each can bring.
— looking for more campaign advice ? —
Campaign Goals By the Numbers
Learn how to calculate the numbers it will take you to win your political campaign.
The Math of Campaigning
Here’s what you’ll need to do to calculate to help you figure out what you need to win
How many votes do you need to win?
How many doors are you planning on knocking on?
How many people do you want to speak with about your campaign?
How many volunteers do you need to help you achieve those goals?
What’s your campaign budget?
You see, campaigns are a number game. And figuring out your numbers before you get started will differentiate you from your opponents.
One of the first things you need to do is figure out your campaign numbers. That’s what’s going to be what helps you figure out your goals.
So sit down and get ready to do some research.
Win Number
First thing’s first — what’s your win number?
Your win number is the number of votes you need to win your election.
And it is imperative that you figure this out because this number will define your whole campaign. You’ll base everything on this number — fundraising objectives, volunteers needed, people canvassed …
Everything.
To do this, you’re going to look at past elections. You can find this information usually through a Google search of “COMMUNITY NAME + votes + ELECTION YEAR.” Your municipality may even have the information on their website. You’re going to write down how many votes the winner received, how many ballots were cast, and then calculate what their voter share was. It’s best to do this for the last two or three elections, so that you have a couple of different scenarios to compare. Then you’ll average it out for a couple of elections, and ta-da — you have a win number! But wait … you’ll want to add a couple of percentage points to that average, just to be safe (I like to add 3-5%). That way, you have a buffer.
Average # ballots cast X (the average voter % + % safety margin) = WIN #
It will also depend on how many people are running against you. If there’s more than one candidate, getting 50+1% of the vote is not only unlikely, but it’s also unnecessary. Maybe you’ll only need 32% of the vote share, or maybe you’ll need 40% — it entirely depends on the number of candidates, so make sure that you keep that in mind when thinking about your calculation.
Voter ID Target
A Voter ID number is how many people you need to identify as voters to win.
This is not the same as your win number because not everyone you identify as a voter will go out and vote … so you want to give yourself a buffer.
This entirely depends on what the voter turnout is like in your community. If voter turnout in your municipality is high, you don’t need to add as much of a buffer to your win number to make up for the voter turnout (or lack thereof). But if voter turnout is unusually low in your community, you will have to keep that in mind when planning out your canvassing.
I like to add a 20% safety margin to a vote number to come up with the Voter ID target (but you can add whatever number you think is appropriate for your community).
So the calculation becomes:
Win # + 20% = Voter ID Target #
These aren’t perfect numbers. Depending on the kind of race that you’re running, you may need to identify more or less. That entirely depends on you and your team, but these are some excellent rough numbers to at least keep in mind and start building your campaign around.
If you’re looking for a resource to help you calculate this automatically, we included a Win Number Calculator and a Voter ID Target Calculator in our How To Run For Office workbooks. You can find it in the Understand Your Community workbook and the Exploring Your Run workbook bundle.
Everything you need to explore your run, make confident decisions, and prepare for a successful campaign — all in one digital workbook.
Running for municipal office is exciting, meaningful, and yes — a little intimidating. That’s why I created this workbook: to help you explore the possibility, ask the right questions, and get organized before making any big commitments.
The 2026 edition is fully updated, with clearer guidance, new resources, and a brand-new chapter on protecting your peace — because running for office is serious work, and you deserve to feel good doing it.
What’s Inside:
Updated Guidance: Refreshed examples, links, and resources relevant to 2026.
New Chapter: Protecting your peace, including a worksheet to help you set healthy boundaries.
Bonus Audio: A reworked workshop in audio format, perfect for listening on the go.
Clear Explanations: Simplified, step-by-step guidance to take the guesswork out of early campaign decisions.
Practical Worksheets: Define your mission, map your community, and build your campaign team.
Why This Workbook Works:
Helps you make a confident decision to run
Breaks down complex campaign steps into simple, actionable exercises
Created by Amanda Kingsley Malo — educator, campaign veteran, and your personal guide through local politics
Format:
30+-page PDF
Instant download
Works on computer, tablet, or phone
Are you exploring a run for office and want to understand the community you hope to serve?
This Workbook Module helps you map your community, identify key issues, and uncover where you can have the biggest impact. With exercises and reflections, it gives you the clarity and focus you need to take actionable steps toward a municipal council campaign.
In this module, you’ll explore:
Who makes up your community and what matters to them
The issues you can focus on as a candidate
How to prioritize your efforts and take meaningful action
Why grab just this module?
Sometimes you don’t need the full workbook — you just want to dive into understanding your community. This standalone chapter gives you everything from this chapter in one place, so you can reflect, strategize, and plan your next moves without flipping through the rest of the workbook.
This module is the second chapter of the HOW TO RUN FOR OFFICE: EXPLORING YOUR RUN workbook.
Announcing Your Candidacy
You’ve finally made the decision, and now it’s time to share your news with the world. Here is some advice on the steps you need to take before you announce your political candidacy, so that you can take advantage of this momentous day.
It’s time to make a great first impression
Let’s look to the future: you’ve filed your nomination papers, started to put your team together, and are ready to knock this out of the park. So what comes next?
You need to announce your run! This will come in steps, so let’s take a look.
Pre-Announcement Tips
Think through your branding. You don’t need to overthink this: just some thoughts about what colours you want to represent you on the campaign trail.
Nail down messaging. This is what you’re going to use to reach out to voters. Having a candidate Mission and Vision section to help you with this will make all the difference. Most importantly, remember to keep it simple.
Have you cleaned your social media accounts or made new ones for your campaign? There are pros and cons on each side. Suppose you use the personal social media you already have. In that case, it comes with built-in friends and followers invested in your campaign. Still, you may want to create separate accounts to keep your social media accounts for continued private use and privacy reasons. Whichever one you’d like to do is fine, but make sure that regardless, you go through your social media accounts, update your privacy settings and delete things that you no longer want out there for public consumption.
Will you have a campaign website? Again, this is a personal choice. Websites are relatively cheap to obtain, and they’re great for multi-use (even on small campaigns). They allow you to collect donations easily, get subscribers to your email list and recruit volunteers – all of which will be key for your campaign.
Do you have a headshot? Do yourself a favour and get one. If you can hire this out, it’s best – professionals are pros for a reason, and it takes another task if your list. If you don’t have the money, then do a self-photo shoot. You’ll want a good picture on hand because people will ask for this every time they write an article about you. You’ll want to use one cohesive photo all over social media.
Your Announcement Plan
What do you want to accomplish with this announcement? What kind of campaign are you running? Do you want to keep it to social media? Will you write a press release and send it to local media? Do you want to have a public announcement party? This all depends entirely on you – make sure you know your goals and keep that in mind as you work towards the event.
Start planning your content calendar. Now that you know the date of your announcement, you can use that data to work backwards and begin teasing your announcement on social media. If you plan on using social media in your campaign, here is our most important advice: pick one or two mediums you already use and do them well. It is not the time to start experimenting with TikTok if you’re not already an expert, and it is not great to find a candidate on a platform you use and then see that the account is dead. Be mindful of that, and use social media to your advantage.
If you’re looking for a cohesive brand look, Canva is a free tool where you can make social media graphics and other things like business cards and door knockers. It will help your whole brand have consistency. There’s also a paid version (they have a free trial available if you want to check it out).
Prepare your press kit so that you have it already available if you get asked by the press for comments, interviews, biography, headshot, etc.
Inform your supporters so that they can help you spread the news. If you accessed our Personal Inventory List, you’d already have that list and can finally start using it.
And finally, the final step:
Make the announcement!
Send out your press release. Share your announcement all over social media. Get your friends and family to start spreading the news. Try to drum up as much visibility as possible so that you can take advantage of this momentous day.
Okay, so you’ve decided to run for office — yay! But where do you even start?
This Workbook Module helps you get your campaign basics in order. With step-by-step exercises, practical tools, and clear guidance, you’ll be prepared to plan your campaign, organize your team, and take action toward running for municipal council.
Defining your campaign timeline
How to take care of yourself on the campaign trail
Identifying the people you need on your team
Preparing your personal inventory
Spotting strengths and gaps in your campaign to find others who can complement you
Why grab just this module?
Sometimes you don’t need the full workbook—you just want to focus on preparing your campaign. This standalone chapter gives you everything from this section in one place, so you can start planning and organizing without flipping through the full workbook.
This is a complete, actionable piece from the full HOW TO RUN FOR OFFICE: EXPLORING YOUR RUN workbook.
And don’t forget that if you’re looking for a little extra support, we’ve created resources that can help you in your journey.
We’ve created a whole library of free resources and links so that you’ve got all of the tools that you need to run for office.
Not only that, but we wrote the book about it — literally.
We’ve got a whole series of workbooks for you, designed especially to personally help you on your journey. This digital download will give you all the resources you need to explore your run for office, including getting to know your community, getting to better know yourself and preparing the outline of your political campaign.
And make sure to keep an eye out on our newsletter, where we share monthly tips and tricks to help you get elected.
How To Create A Personal Inventory List
Ready to start getting your campaign organized? We’re here to help you with some handy tips on how to take your personal inventory and start building yourself up to get ready for your campaign.
What Is a Personal Inventory
And why you absolutely need to do this one thing before running for office.
If you’re going to run for office, you’re going to have to know yourself inside and out.
This is because you’ll not only want to build the campaign around who you are and what your values are but knowing yourself gives you a better shot at being able to project the best you while you’re out on the campaign trail.
So let’s talk about the steps that you can take to start getting to know yourself better and start creating a winning campaign.
#1. Take a test
If you’re a test taker, you might want to try to take a personality test like the Myers-Briggs Type Indicator, or the Enneagram test or the Big Five Personality test. This will give a pretty good idea of what your biggest strengths and weaknesses are, so that you (and your team) can use those to your advantage while you’re campaigning.
You might also want to check out this Political Skill Inventory. It explores how astute you are in your Political Skills – skills like interpersonal influence, networking ability, social astuteness and apparent sincerity, all of which are important for someone who has to work with so many different types of personalities and in as many different social circles and interactions as politicians have to. Taking this quick quiz will allow you to see which of the four dimensions of political skills you’re already competent in, and see where you may need some improvement.
#2. get comfortable getting uncomfortable
This adventure is going to have you disrupting the status quo to help make your community a better place. There might be aspects about running for office that scare you or make you feel a little uncomfortable – and that’s totally normal. This won’t always be easy, but it can be very worth it.
Take a minute to reflect on:
What your fears are in regards to this possible new adventure?
How might you find solutions, fixes or resolutions for those fears?
You might want to write down the solutions so that you have them on hand for when you’re scared and need an extra boost. We’ve had one candidate tell us that she turned the solutions into affirmations that she wrote on her bathroom mirror; another mentioned having a Note on her phone that she could easily check and reflect on, so that it was always close by and handy on the campaign trail. Do what works for you.
If you’re looking for a little guidance on this, a great video on this topic is Luvvie Ajayi Jones’s TED Talk “How to be a professional troublemaker”, where she discusses what kind of trouble is worth making, and shares the three questions she asks herself to overcome fear.
#3. Consider the barriers
No one is denying that there are many barriers that are keeping women from running for office. Things like lack of confidence, fear of the unknown, worries about the financial aspects of running, or the lack of a local social network are all valid reasons that may have you second-guessing whether or not you want to run for office. And if you are a woman of colour or a member of an equity-seeking group, you face even more serious and entrenched barriers that may give you pause as you begin this journey.
So before we let those fears overwhelm us, we’re going to do ourselves a favour, and we’re going to bat away each of those fears by reading 26 Common Barriers to Running for Office And How To Overcome Them by She Should Run. While they are an American nonprofit, their mission is the same as ours, and that resource has the answers to the same questions that women around the world ask themselves when it comes to running for office. Click on the questions that are echoing through your head to reveal the answers that will help give you the confidence that you need to shake those fears away.
#4. Consider your circle
Now, you’re going to want to start thinking outside of yourself too, and how you’re running for office will affect the people around you. Think of the following:
Are your family and friends onboard?
Will you have the support of your immediate circle before, during and after the election?
Do you have a network to support your candidacy?
Will this affect your current employment?
Will you quit your job? If not, how will you manage work and your commitment to municipal council?
Some of these may be deal-breakers to you. Others might not be. It’s important that you go into this with a clear understanding and expectations, and that those who love you are on the same page.
#5. write down your personal inventory list
This is will have you listing everybody you know – and we mean everybody – on to one list. Just start writing names. Start with the people closest to you, like your partner or family or close friends, and then start expanding outwards, to coworkers or fellow board members or community friends. Then evaluate – will these people help on your campaign in some way? Can you call on them to contribute funds, or knock on doors with you? Remember – volunteering for a campaign doesn’t always mean having to do ‘the political stuff’, but it can also mean supporting you in personal ways that you might need, like providing childcare or making you a few frozen meals. It can also mean donating money or material! If you think that they’d help out in some way, put a + sign in that column for them. If you don’t think the person you listed would support you, put a - sign next to their name. Remember – that can sting, but it’s better to know now than to be surprised by it down the line.
Now evaluate your list:
Do you have helpers and supporters?
Do you have moral support?
Are there areas that you may need to expand your circle a little bit?
Doing this can help you realize where to start putting your resources:
Should you go meet other ‘political people’ and community leaders in your community?
Do you need to start thinking about recruiting a team, or can you build your team from the people you know?
Do you have more volunteers or do you have more donors? What are you going to have to look outside of your circle for?
Remember, this is just about getting organized and taking stock of the plusses in your corner so that we can work with the strengths that you have. Don’t worry if your personal circle isn’t that big, or you don’t know how the result that you got on your personality quiz is compatible with being a politician – this is just about giving you the chance to get to know yourself so that you go into this with clear expectations.
Need a resource to help?
We created a resource especially to help you organize that personal inventory, and it’s absolutely free.
Use this free PDF resource to help you list everybody you know. How should you use it? Start by writing down the names of the people closest to you, like your partner or family or close friends, and then start expanding outwards, to coworkers or fellow board members or community friends. Then evaluate – will these people help on your campaign in some way? Can you call on them to contribute funds, or knock on doors with you? Use this resource to help you keep it all organized and see where you stand as you start to build your core team of supporters.
How To Expand Your Qualifications
The first question you have to ask yourself before you run for office is this: does your community see you as a leader? We’ve got some ideas on how to help you expand. your qualifications before you run for office.
Expand Your Qualifications
So that you can be ready when you run for office.
Okay, so you’ve done your homework and now you’re ready to start preparing to run for Office.
Obviously, at this point, you’ve double-checked when you can declare your candidacy. Is it in a couple of weeks? A couple of months? A couple of years? Perfect. That means that you’ve got some time to get your ducks in a row before you make your big splash and announce your run. But there are some things that you can get started on now that will help you get started.
Start by Beefing up your leadership skills
Name recognition is very important in elections, particularly municipal elections. Ask yourself: are you considered a leader in your community? Does your community know you? If they don’t, that’s okay! There are things that you can do that will help you establish community recognition. If you haven’t already, check out the ideas that we wrote in our guide: Things You Can Do Right Now If You’re Thinking Of Running For Office. There, you’ll find 22 ideas that can help get you started, as well as some community ideas that will help you make connections.
Here are some other ideas:
Join a local board of directors.
Join a local committee.
Join your community action network.
Join an advisory panel.
Apply for a legislative appointment.
Volunteering for a local charity or cause that you care about.
Organize a local fundraiser or charity event.
Join your child’s school council.
Join your local church.
Getting governance experience is a really good beginning to help you build community connections, get used to how meetings function, and learn a little bit more about governance before diving into the municipal council.
But this is also a really great opportunity to get to know your community and for your community to get to know you. While you’re out and about in your neighbourhood, take the chance to listen to people and ask them what their concerns are. See how those align with your values and your plans. This is the time to help you get prepared and network to support your candidacy. Take full advantage of the opportunity!
Need a resource to help?
We created a resource especially to help inspire your next adventure in volunteering to help you level up your qualifications before you run for office, and it’s absolutely free.
You’ve decided that you’re going to make a run for it, and you’re feeling inspired … but what next? Here is a handy list of 22 things that you can do right now to help you reach your goal — even if the election is years away.
Use this list to help inspire you or to point you in the right direction.