How to Run for Local Office: A Guide for First-Time Candidates
Why Local Office Matters (Especially for Older Adults)
Ever thought, “I care about my community—I could make a difference”? You’re not alone. Local government touches everything from parks to potholes, schools to public safety. Running for office is one of the most direct, meaningful ways to create change—and your life experience is a major asset. Nearly 43% of people who’ve run for office are over 65, proving that wisdom, leadership, and deep community roots matter. Whether you’ve led teams, raised a family, or organized neighbors, you’re already equipped with the skills to serve.
This guide is here to help you take the leap—from deciding to run to winning your first campaign. It’s never too late to lead. Ready to make your town better? Let’s begin.
How Your Life Experience Is Your Superpower
Your age isn’t a barrier—it’s an incredible advantage. Over the years, you’ve built relationships, solved real problems, and seen your community evolve. That life experience? It’s your campaign’s secret weapon.
Think about it:
You’ve already developed leadership skills. Whether through raising a family, running a business, serving in the military, or volunteering, you know how to listen, organize, and lead with purpose.
You understand your community’s story. You remember when that road was repaved—or when it wasn’t. You’ve lived the ups and downs and know what’s worked before. That insight helps you make practical, informed decisions that matter.
You can connect with voters on a deeper level. Many of your neighbors share your concerns—like affordable healthcare, safe neighborhoods, or strong schools. You don’t just talk about these issues; you’ve lived them.
Take Roger Fuller, for example. After 42 years as a teacher, he ran for office armed with flyers, a smile, and a goal to knock on all 8,000 doors in his district. People respected his dedication and trusted his steady presence.
You’re not starting from scratch. You’re starting from strength. Your experience is your superpower—and voters will see it, too. Here are a few important steps for first-time candidates running for office:
Step 1: Deciding to Run
Every campaign begins with one essential decision: saying “Yes, I will run.” It might feel like a big leap, but once you commit, the path ahead becomes clearer. Start by asking yourself what’s driving you. Is there a local issue that keeps you up at night? Have you seen problems that need fixing—and know how to fix them? That kind of personal motivation will carry your campaign forward when things get busy or tough.
Running also takes time and energy. Even if the position itself is part-time, the campaign can feel like a full-time job. Be honest with yourself about the commitment and talk it through with family and friends. Their encouragement matters—and they may even be willing to help out.
You don’t need political experience to be a great candidate. Many local officials started with nothing but the belief they could make things better. In fact, older adults bring credibility, calm leadership, and a long-term view that voters trust.
Before you go all in, take a few simple steps:
Research what the office actually does.
Check deadlines and filing requirements.
Talk to someone who’s run before.
Try the AI Campaign Calculator Tool to see what your campaign might involve.
The moment you decide to run is the moment everything starts moving.
Step 2: Filing the Paperwork and Getting on the Ballot
After deciding to run, it’s time to make it official by getting your name on the ballot. This step might sound technical, but it’s mainly about understanding the rules and meeting deadlines. The process varies a little by state, but it follows a clear pattern—just take it one step at a time.
Start by contacting your local election office (often the County Clerk or Board of Elections). They’ll tell you what forms to complete, deadlines to meet, and whether you can file online or must submit paperwork in person. Getting this information early helps you avoid surprises.
Most local races require a few key steps:
Check eligibility: Make sure you’re a registered voter who lives in the district. Some offices also have age or residency requirements.
File a declaration of candidacy: This form lists your name, address, and the office you’re seeking.
Collect signatures or pay a filing fee: Requirements vary. Your local office will give you the numbers.
Submit everything on time: Mark deadlines clearly and try to file early in case anything needs fixing.
You may also need to open a campaign bank account or file disclosure forms. Once you’re on the list of official candidates—congrats! Your campaign is officially underway.
Step 3: Building Your Campaign Team
You may be the candidate, but you won’t get far alone. Behind every winning campaign is a small, committed team of people who share your vision. Even local races benefit from a few key helpers—people who volunteer their time, offer advice, and keep you from feeling overwhelmed. The good news? You don’t need a big staff—just the right support in the right roles.
Start by thinking about your circle. Do you have friends, family, or former colleagues who believe in you? That enthusiasm is powerful, especially at the beginning. Many local campaigns begin with a kitchen table team—tight-knit, trusted, and ready to roll up their sleeves.
Consider filling these core roles:
Campaign Manager: Think of them as your right hand. They help schedule events, coordinate volunteers, and keep everything moving. You need someone organized and calm under pressure.
Treasurer: This person tracks donations and expenses. They ensure you stay compliant with campaign finance laws—someone detail-oriented and trustworthy is ideal.
Volunteers: From knocking on doors to putting up signs, these folks bring your message to the community. Even a few dedicated helpers can make a big difference.
Mentors or Advisors: A former official or respected community member can offer insight and help you avoid mistakes.
Stay connected with your team. Hold short check-ins, express appreciation, and keep the atmosphere positive. And if you want extra support, consider joining our Online Training Course—a practical way to gain confidence, strategy, and a sense of community while you campaign.
Step 4: Fundraising and Budgeting for Your Campaign
Money isn’t everything in a campaign, but it does help. You need it to share your message and let people know you’re running. A lot of first-time candidates worry about fundraising, but you don’t need a huge budget like people running for president. Local races usually cost much less.
You may only need a few thousand dollars, depending on the office and the size of your town. For example:
A school board race in a small town might cost around $1,000.
A city council race in a town of 50,000 people could cost around $5,000 to $10,000.
That’s why it’s important to make a simple budget at the start. Write down the things you’ll need to spend money on, like:
Flyers, signs, or brochures to tell voters about your campaign.
Local newspaper ads or small ads on Facebook.
Snacks or drinks for meet-and-greet events.
Gas for driving around your district.
A basic campaign website or boosted social media posts.
Once you list out the items, total the costs. That number becomes your fundraising goal.
To raise money, start by asking people you know:
Friends
Family
Neighbors
Co-workers
People from church or local groups
Explain why you’re running and what’s at stake. People who care about you will often give $20, $50, or $100. It adds up fast. You can even hold a small fundraising event like a coffee morning or backyard BBQ where guests give what they can. Some candidates also use a bit of their own savings to get started—but only spend what you’re comfortable giving.
Make sure to follow the rules. Local campaign finance laws often require you to:
Keep track of all donations and spending.
Report that information to the local election office.
The rules may sound scary, but they are usually pretty simple for small races. If you’re not sure, your treasurer or election office can help.
Also, don’t forget to use smart tools to help you plan better. The AI Campaign Calculator Tool is a free online tool that gives you custom advice for your specific race. It helps you:
Estimate how many votes you’ll need.
Guess how much money you might spend.
Know how to budget your campaign money wisely.
Planning ahead helps you stay calm, spend smarter, and focus on what really matters: connecting with voters. Fundraising doesn’t have to be scary—it just takes a little heart, a little hustle, and a good plan.
Step 5: Campaigning and Getting Your Message Out
Now comes the most exciting (and sometimes most challenging) part of your journey: campaigning. This is your chance to connect with voters, share your ideas, and earn their trust. In local races, you don’t need a big media budget or slick ads—what matters most is genuine, personal outreach. A smile, a conversation, or a simple flyer can make all the difference.
At its heart, campaigning is about showing up and listening. Voters want to know who you are, what you stand for, and how you’ll help their neighborhood. The good news? You already know your community. You live here, shop here, raise your family here. You speak the same language—because it’s your home too.
The Most Effective Tactic? Talking to People
Face-to-face connection is still the gold standard in local campaigns. Voters are more likely to support someone they’ve actually met. So, take a friendly and consistent approach. You don’t need to sound rehearsed. Just be ready to say who you are, why you’re running, and one or two issues you care about.
A few tried-and-true ways to reach people include:
Door-Knocking (Canvassing):
Knock on doors, introduce yourself, and have a quick conversation with residents. A short, sincere greeting like, “Hi, I’m Jane and I’m running for city council because I care about our parks and schools,” can go a long way. Ask voters what matters to them. People want to be heard—and showing up at their door shows you care. Don’t worry if you hit a few unanswered doors or get a cold response now and then. Every knock counts.Attend Community Events:
Local events—like farmers’ markets, parades, and school games—are perfect places to meet people naturally. Wear a shirt or name tag with your campaign logo and bring a few flyers. Be ready with a 30-second pitch about who you are and what you stand for. You might say, “I’m running because I want our local government to work better for seniors and working families.” Short, clear, and sincere is better than polished and generic.
Use Low-Cost Tools to Reach More People
You don’t need a huge advertising budget to get noticed. Focus on low-cost outreach that puts your message in front of the right people.
Phone Calls:
Calling local residents still works, especially in small towns. Keep it upbeat and personal. Let them know you’re running, what you care about, and ask if they have any concerns.Social Media:
Platforms like Facebook, Instagram, or Nextdoor are free and powerful. Share updates about your campaign, post photos from the field, and invite voters to ask questions. Focus on what you’ll do, not on attacking others. Staying positive builds trust.Yard Signs and Flyers:
Yard signs with your name and office help build name recognition, especially if placed on well-traveled streets or in supporters’ lawns. Hand out or leave behind flyers that include your photo, contact info, and a few bullet points about your priorities. Voters appreciate a tangible reminder they can read later.
Know Who You’re Talking To
Before you start campaigning, take a little time to understand your voters. How many people usually vote in this kind of election? Which neighborhoods have the highest turnout? What issues matter most to them?
You can often request voter data from your local election office. Use that to set realistic goals—if 3,000 people voted in the last election, aim to directly reach at least half of them. Prioritize areas with strong turnout, but don’t ignore lower-turnout neighborhoods—they sometimes decide close races.
Be Yourself—and Be Consistent
You don’t have to be flashy or political. In fact, being authentic is one of your greatest strengths—especially as an older adult. Mention your life experiences when they connect to community concerns. Talk about raising kids here, your years of service, or what you’ve seen change over time.
People vote for candidates who feel familiar and trustworthy. If they see you as a neighbor who understands their daily lives, they’re more likely to support you.
Campaigning Can Be Hard—But It’s Worth It
You will get tired. Your feet might hurt. Some days, you’ll feel like you’re not making progress. But then someone says, “I’m glad you came by,” or “Thank you for running”—and suddenly, it all feels worth it.
You’ll have meaningful conversations, learn new things about your town, and grow in confidence. With every knock, every chat, and every flyer, you’re making yourself visible and earning support.
So keep going. Campaigning isn’t about perfection—it’s about persistence and heart. Every connection brings you one step closer to Election Day—and to the chance to serve your community in a new and powerful way.
Step 6: Election Day and Getting Out the Vote
After all your planning, talking to voters, and knocking on doors, Election Day is finally here. But don’t relax just yet—this final stretch is crucial. Even the best campaigns can fall short if supporters don’t actually show up to vote. That’s why GOTV—Get Out The Vote—is one of the most important things you’ll do.
Many people have good intentions to vote but forget, get busy, or put it off. A small reminder can make a big difference. In a local race, where turnout is often low and margins are razor-thin, every single vote truly counts.
How to Help Supporters Show Up
In the days leading up to the election:
Send reminders through calls, texts, postcards, or social media. Let people know where and when to vote.
Double-check your signs are still up and visible in key areas. It’s a simple but effective way to keep your name top of mind.
Station volunteers near polling places, if allowed, to greet voters and hand out final literature (while respecting distance rules).
On Election Day itself, keep your energy up and your presence visible. Many candidates choose to visit polling stations to thank voters and offer a friendly smile. You don’t have to campaign at the polls—just being present and positive makes a lasting impression.
Make sure your team is on standby. If someone has a last-minute question—like where to vote or what time the polls close—they should be able to get an answer quickly. You can also send one last afternoon reminder to anyone who hasn’t voted yet.
When the Polls Close
Once the polls close, take a breath. You’ve done everything you could. Waiting for results can feel nerve-wracking, but don’t forget what you’ve already accomplished: You ran a campaign, you showed up for your community, and you gave people a real choice.
Whether you win or not, reaching Election Day is a milestone. If you win—congratulations! Thank your team, your voters, and everyone who supported you. If not, hold your head high. Most first-time candidates don’t win on their first try, but they often win the second time. You’ve built name recognition, gained experience, and earned respect.
Keep showing up for your community—whether that’s by running again, joining a city board, or just staying engaged. No matter the outcome, your voice mattered—and your effort made a difference.
What They Don’t Tell You About Running for Office
Before we wrap up, let’s talk about what most candidate guides leave out. Campaigning isn’t just a checklist—it’s a deeply personal experience. It challenges you, teaches you, and stretches you in ways you may not expect. That’s why it helps to go in with your eyes open and a sense of humor in your pocket. Here are a few truths worth knowing:
It’s an Emotional Ride
Some days you’ll feel like a star—motivated, hopeful, and connected. Other days, you’ll get a door slammed in your face or hear something dismissive, and it’ll sting. This emotional rollercoaster is completely normal. Anchor yourself in the “why” behind your run, and reach out to friends or family when you need to recharge. A single encouraging word can lift you back up.Not Everyone Will Like You
You’ll encounter people who disagree, challenge your ideas, or question your background. That’s part of public life. What matters is how you respond. Stay calm, listen respectfully, and don’t take it personally. Some criticism will help you sharpen your message or even shift your thinking for the better.Your Time Will Feel Stretched
Campaigning can be all-consuming. You might spend mornings calling supporters, afternoons canvassing, and evenings at events—all while juggling personal responsibilities. The key is pacing. Prioritize your time, take breaks, and protect your energy. Burnout helps no one.You’ll Make a Difference—Even If You Don’t Win
Just by running, you’ll raise awareness for issues that matter. You’ll get neighbors talking, thinking, and maybe even voting for the first time. Even if you don’t take the seat, your campaign will have made a civic impact. That matters more than people realize.You’ll Grow in Ways You Never Expected
Running for office pushes you to develop public speaking skills, resilience, time management, and leadership under pressure. You’ll likely look back and say, “I didn’t know I had that in me.” Win or lose, the confidence and knowledge you gain will carry into everything you do next.
These aren’t warnings—they’re gifts in disguise. Campaigning isn’t perfect, but it’s powerful. Embrace the learning, the laughter, and even the setbacks. When things go sideways (and they will), take the lesson, adjust, and keep moving forward. The best part? You’re not doing this alone. Your community is watching, learning, and often cheering you on more than you know.
Conclusion: You Can Do This – Your Community Needs You
Running for local office takes courage, but you’re ready. You’ve learned the steps—how to decide, prepare, campaign, and connect with voters. Now it’s time to take action.
You know your community. You’ve lived life, solved problems, and helped others. That experience matters. You don’t need to be perfect—you just need to care and show up.
People in your town want leaders who listen and understand. That could be you. Whether you win or not, running for office makes a difference. You’ll inspire others, raise important issues, and grow in ways you never expected.
So take a deep breath and believe in yourself. Your voice matters. Your effort counts. And your community is ready for someone just like you.
Let’s get started—you’ve got this!
Jon Sutton
An expert in management, strategy, and field organizing, Jon has been a frequent commentator in national publications.
Author | Partner
