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Campaign Academy: Session 2 - Strategic Research and Vote Goals and Voter ID

On Tuesday March 2, 2021

What you will learn

This premier campaign training program provides future candidates, campaign managers, and staff with the tools and information necessary to build and execute a successful campaign with a strong grassroots organization and an effective strategy.

This Leadership Institute Campaign Academy is an intensive twelve-session program that gives candidates, and those who support them, the knowledge and skills needed to win in today's competitive public policy arena. Topics covered will include strategy, communications, fundraising, and voter contact.

Ideal attendees are current and prospective candidates, campaign advisors, and staff.

Attendees will learn how to:
  • Create a campaign plan
  • Develop a campaign budget
  • Inspire people to get involved and vote
  • Raise funds
  • Identify, target, and mobilize voters
This program runs every Tuesday evening from February 23 through May 11from 7:30-9:30 PM ET (4:30-6:30 PT).

Enrollment Options:
  • $150 for all twelve two-hour sessions (that's $100 off through February 15, 2021!)
  • $25 for each per two-hour session (Use code "JustOne" when registering to pay for just this one)

This is the 2nd session in a 12 session academy. However, you are more than welcome to register for single sessions. To do so, register on this page using discount code, "JustOne," at check out. The discount code will tell us you are only registering for this single session on March 2nd. You will be charged a $25 single session rate.

Please scroll down to see a full list of the remaining topics and dates the Campaign Academy will cover. To register for only one session of a future topic, click on the link below and register using the coupon code, "JustOne."

After registering, you will be sent log-on instructions for each webinar session you are joining. There will be a different webinar URL for each session. Please look for these emails in your inbox, junk mail, and other folders.

All sessions occur from 7:30 – 9:30 PM EST (4:30-6:30 PM PST)
Dates and Topics*:

Session 2, March 2, Strategic Research and Vote Goals and Voter ID
Session 3, March 9, Campaign Strategy and Building a Strong Campaign Organization
Session 4, March 16, Communications: Developing a Strategy and Message Development
Session 5, March 23, Communications: Storytelling and Earned Media Strategy
Session 6, March 30, Communications: Social Media Plan and Crisis Communications
Session 7, April 6, Fundraising Fundamentals and Personal Fundraising Solicitation
Session 8, April 13, Fundraising: Events and Donor Research
Session 9, April 20, Voter Contact: Plan and In-Person Voter Contact
Session 10, April 27, Voter Contact: Direct Mail and Scripts
Session 11, May 5, Voter Contact: Phone Programs and Get-Out-the-Vote
Session 12, May 11, Voter Contact: Early Vote and Election Day Operations
*Dates, Times, and Topics are subject to change


Q. If I register for the full course but cannot attend one or more sessions, will I be able to watch the video of the presentation?
A. Yes! We intend to record all the sessions. As long as the recording is successful, it will be made available after the training session. An email with a direct link to the session recording will be sent to everyone registered for the session. It takes 1-3 days to edit and publish the videos. Please remember, watching live is always best. Also, we make no guarantee of a successful video of the training; we do our best.

Q. If I register and then can not attend, can I have a refund?
A. Yes, if you request it before the training begins. A refund will remove you from the list to receive notices from the class. This includes notices about the availability of the videos and coupon codes for the on-demand training. Please email Scot at to make the request.


Starts Tuesday, March 2

Tue 2:   7:30 PM  - 9:30 PM EST


This training is online.




Scot Crockett's Photo

Scot Crockett

Contact Scot with your questions.

Your faculty

Dena Espenscheid

Director of Grassroots Coalitions, Leadership Institute

After completing the 2020 Marine Corps Marathon, Dena Espenscheid knows how true the cliché, “Campaigns are like Marathons,” actually is. There are plans, deadlines, and expenses. There are worn-out shoes, blisters, pain, exhaustion, joy, energy bursts, and mile-marker accomplishments. The big day comes and before it is over you swear off running ever again and want to quit. Then you cross the finish line. Success feels fantastic! The next day, after a good sleep, you are out on a trail, ready to do it all again!

Over her twenty years of professional experience, Dena held a variety of positions in public policy organizations, advertising agencies, and political campaigns including, Coalition for a Strong America, National Ballot Access, American Majority, Open and Clean Government, Vote Yes for Life, and the National Abstinence Clearinghouse. Much of her work has been focused on grassroots organizing, and training volunteers and fellow staffers.

Dena is a veteran of political campaigns as small as city council and as large as a presidential campaign. She has served n most campaign positions, including volunteer coordinator, regional field director, and statewide spokesperson. She has overseen ballot qualification, volunteer recruitment and training, and get out the vote efforts. She has formulated communication strategies, organized events, and done personal solicitation. As a "Jill of All Trades", Dena brings her varied experience to the position as the Director of Grassroots Coalitions, where she travels the country training conservatives to run their races and win.

Dena graduated from Thomas More College in Northern Kentucky with degrees in Biology and Speech Communication.

Dena's favorite presentations are on persuasion. She knows that people want to stay consistent with the image they project. If you tell someone they are generous before soliciting a donation, they are more likely to give. To keep herself moving, Dena is ending this bio by stating that she still runs in Quantico, Virginia where she lives with her houseplants.