How to Run—and Win—Local Elections

How to Run—and Win—Local Elections

Written by Alyssa Sonnenburg

In this episode of Illinois Family Spotlight, we talk with former Illinois State Representative Tom Morrison, now Vice President of Recruitment and Training for the Big Tent Coalition, about why local and state elections matter and what it takes to run an effective campaign.

Morrison explains that while presidential and congressional races receive most of the attention, local officials make consequential decisions involving property taxes, schools, zoning, utilities, roads, and other issues that directly affect families and communities. With turnout in many local elections remarkably low, even a relatively small number of votes can determine the outcome. Morrison knows firsthand: one of his legislative races was decided by just 43 votes.

Our conversation explores Morrison’s Candidate Master Class, a self-paced online training program featuring 85 short lessons covering the fundamentals of running for local or state office. Drawing on 20 years of grassroots political experience and 12 years as a candidate, Morrison discusses preparation, fundraising, messaging, volunteer recruitment, candidate branding, and some of the costly mistakes first-time candidates make.

In this class, you will learn:

Why school board, village council, library board, county board, and state legislative races have outsized influence on daily life
How low-turnout spring elections can be won with a few hundred or a few thousand votes
Why door-to-door campaigning still beats social media, podcasts, and random event-chasing
The biggest mistakes first-time candidates make when they file too late and prepare too little
How to listen well, build trust, and turn hostile or skeptical conversations into votes

Go to candidatemasterclass.com and use code ILFAMLY10 for 10% off!

One lesson stands out throughout the conversation: nothing replaces meeting voters face-to-face. Morrison explains why targeted door-to-door campaigning, listening carefully to constituents, and building genuine relationships can be more effective in local races than relying heavily on social media, podcasts, or large campaign events. He shares how years of personal conversations with voters helped him withstand millions of dollars in negative campaign advertising.

For Christians who have considered public service but wonder whether they are qualified, Morrison offers encouragement: prepare early, find good mentors, be willing to learn, and approach public office with a servant’s attitude.

Listen to learn more and then share with like mined friends and family members;