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The Greek mathematician Archimedes once said: “Give me a place to stand, and with a long enough lever I will move the whole world,” thus introducing the concept of leverage. This very same principle is at the core of all local politics everywhere. Accordingly, figuring out where the windows of opportunity–those bottlenecks and pressure points–are is half the battle.

And using that most basic of campaign tools—the calendar—allows you to plainly see exactly where and when to intervene within the political process. Campaign cycles rarely change (barring special elections), so with the proper planning, you can leverage even meager resources to the hilt. For instance, making a motivated but small group of conservative activists and voters into the epitome of a primary election turnout machine when most others aren’t paying attention.

Primary Colors

Primaries are the prime example of voter intensity versus voter preference. Never confuse the two. If asked, registered voters may say they prefer the incumbent candidate—but they probably don’t feel that strongly about someone who’s been in office for years. They certainly aren’t likely to turn out and show up at the polling place for them on a nice spring or summer day.

Therefore primary elections are the perfect place for a competent, conservative group of effectivists to flex their collective muscle. Primaries are a natural entry point for the advancement of the credible candidate of your choice, because the base of a party is always its most philosophically pure and energized. As a result, if you organize them logistically and rely on them properly, you can ensure vital and needed turnout at the ballot box.

Targeting and then getting these core folks out on that second Tuesday in June (or whenever the big day falls) is the key. Relatively low margins here can rock the conventional wisdom of who was “supposed” to win—and put one in the “win” column for you and your group.

Messaging the Masses

Not so in general elections, when registered voters of all parties get to pick and choose who to vote for. The crucial goal that must take place after a primary victory is winning and gaining political power. After all, if your candidate doesn’t actually get sworn in and seated in elective office, your views and agenda can’t ever actually be implemented.

Backing a candidate in a general election race as a political party’s formal nominee changes nothing about who you or your group are at your center. However, it does require different messaging, and a broadening (without forgetting or omitting your core campaign stances or pledges) of your political “brand”. Fiscal conservatives who vote as Independents may not care that your candidate pledged to expand gun rights—but you had better believe they are listening for a declared position on tax increases and bond issues. On the flip side, a single-issue voter from whatever partisan background may not be interested in your candidate’s practical, real-world solution for the privatization of county trash services, but you can bet they are focused like a laser on your commitment to their motivating concern, whether it’s life, taxes or school choice.

The bottom line: it’s all hypothetical unless the person that truly effective activists are backing actually achieves political power. Take stock of the differing electoral scenarios that present themselves, and leverage your support and skills wisely!