In the age of social media, political candidates in competitive districts are putting down their smartphones and picking up pamphlets as they set out knocking on doors and shaking hands — because meeting the right person at the right time could make or break an election.
In the Williamsburg area, two candidates for the 93rd House of Delegates are going door to door to persuade voters as the contested house seat is up for grabs for the third time in three years.
Republican candidate Heather Cordasco is looking for a win against Democratic Delegate Mike Mullin after he won last year’s race. Both candidates are looking to their “ground game” — increasing voter turnout — to win the race.
“You gotta meet people where they are,” Mullin said. “People are busy and they’re not always thinking about politics.”
The unglamorous side of elected office can involve being chased by dogs, being yelled at by a homeowner, but more often involves standing in the sun or the rain, hoping a voter will take the time to talk.
“It’s not always easy to go out and canvass when it’s hot or rainy and do the hard work,” said Chris Scotten, Cordasco’s campaign manager.
The work is a daily grind with candidates and their field operations out working long hours in the hot sun, fighting against swarms of mosquitoes, but both candidates say it’s a vital part of running for office.
“I don’t expect anyone else to do something I wouldn’t do, and I’m never too good to do any type of job,” Cordasco said,
Mullin, a criminal prosecutor, is an up-and-coming Democrat from Newport News while Cordasco, a philanthropy officer at a nonprofit, has a strong base of support in the James City County Republican Committee. Both candidates offer differing visions for the Greater Williamsburg area.
Campaigns need to engage a voter at least seven times through advertisements, face to face interactions, mailers, and public forums before a candidate can count on their vote, according to Mullin’s campaign.
Candidates have a playbook they use when a voter finally opens his or her door: see what the voter wants and do your best to give it to them. The interactions can be steered so a candidate can speak about their accomplishments to persuade a voter.
“When we are able to meet voters at their door and talk about Mike and the accomplishments he has achieved in Richmond for the citizens of the 93rd District, we know we will have the votes needed to be successful in November,” said Tim Wagner, Mullin’s campaign manager.
For Cordasco that means she wants to talk about jobs, education, government spending, and healthcare. While Mullin wants to talk about jobs, diversifying the economy, healthcare, the environment, and protecting victims of domestic violence.
While Cordasco doesn’t have Mullin’s track record in politics, she’s calling herself an outsider and using that as a way to attract voters.
“I don’t consider myself to be a politician,” Cordasco said. “I’m just a regular person who tries to be part of the solution.”
Both candidates need to excite their political bases to increase voter turnout, but with more big data entering into politics, candidates are able to hyper-focus on specific voters in specific areas. Candidates can locate individual voters down to their name, age, and address.
Canvassing is only part of the equation to win an election though — candidates need to balance getting out the vote with fundraising to pay for their operations.
Mullin has been winning the money race so far this election cycle — raising nearly two-thirds of what he fundraised in the last election. Cordasco has raised nearly half as much as she fundraised last election, according to the nonprofit campaign finance database Virginia Public Access Project. Mullin out-fundraised Cordasco by more than $80,000 last year.
To be sure, money isn’t everything in politics and Scotten said the money race isn’t what matters most to Cordasco’s campaign.
“We know that Heather’s inspiring story, hard work, grassroots support, and commitment to important issues like education will beat out the best campaign money can buy,” Scotten wrote in an email.
While canvassing isn’t as glamorous as fundraising dinners or addresses from the podium, both candidates say it’s necessary to win the race.
“Sometimes you know you’re knocking on the door, and they’re trying to make dinner,” Mullin said. “So if there’s just a quick opportunity to introduce myself that’s great, and if somebody wants to have a 20-minute conversation that’s great too.”
