Endorsements are social proof. When a voter doesn't know you, seeing that their neighbor, their pastor, or a former council member supports you carries real weight. In local races where name recognition is everything, endorsements can be the difference between "who is this person?" and "oh, the candidate that Coach Miller supports."
But nobody teaches first-time candidates how to get endorsements. So here's the playbook.
Who to Ask
Forget about chasing big names. In a local race, the most valuable endorsements come from people your voters already know and trust. Think about who that is in your community:
- Former officeholders. A retired council member or former mayor who's respected in town carries enormous weight. They've done the job, and their endorsement says "this person is ready."
- Community leaders. PTA presidents, volunteer fire chiefs, youth sports coaches, business owners who've been on Main Street for 20 years. These are the people whose opinions shape conversations at the diner and the barbershop.
- Educators and first responders. Teachers, coaches, and firefighters are among the most trusted people in any community. If one of them publicly backs you, voters notice.
- Neighbors and friends. Don't underestimate the power of listing 20 or 30 regular community members on your website. When voters scan that list and recognize names from their church, their street, or their kid's school, it matters.
The key is relevance. A state representative's endorsement is nice, but it's less persuasive in a village council race than the endorsement of the woman who runs the food pantry.
How to Ask
Asking for an endorsement is awkward the first time. Here's how to make it less so:
Ask in person or by phone. An email or text feels impersonal and is easy to ignore. A face-to-face conversation — or at least a real phone call — shows respect for the person's reputation and opinion.
Be direct. Don't dance around it. "I'm running for city council and I'd be honored to have your endorsement. Can I tell you why I'm running?" That's all you need. People appreciate straightforwardness.
Make it easy to say yes. Explain exactly what an endorsement means — you'll list their name on your website and campaign materials, and that's it. They're not committing to volunteer, donate, or attend events. They're just saying they support you publicly.
Accept "no" gracefully. Some people don't endorse candidates, period. Some are friends with your opponent. Some just don't want to get involved. Thank them for their time and move on. Never pressure someone — it'll backfire.
Always get explicit permission before listing anyone's name. "Can I put your name on my website as a supporter?" is the exact question to ask. Don't assume, and don't paraphrase a compliment as an endorsement. This matters.
How to Display Endorsements
Once you have endorsements, put them to work. Your website is the best place because every visitor sees them. A few guidelines:
Use their full name and title or connection. "Maria Rodriguez, Springfield PTA President" means more than just "Maria Rodriguez." The context is what creates credibility.
Group them logically. If you have endorsements from elected officials, community leaders, and general supporters, group them under those headings. It makes the list feel organized and substantial.
Quality over quantity. Five endorsements from recognizable community figures are more powerful than 50 names nobody recognizes. Lead with your strongest endorsers and build from there.
Add endorsements to your palm cards too. When you're knocking doors and leaving a door hanger, having two or three recognizable names printed on it instantly boosts your credibility with voters who don't answer the door.
When to Start
Start gathering endorsements before you launch your campaign publicly. Having three or four strong names ready on day one makes your announcement feel serious and supported. It signals that this isn't a whim — respected people in the community have already vetted you and decided you're worth backing.
Continue collecting endorsements throughout the campaign. Every new name you add to your website is fresh social proof. And don't forget to thank your endorsers publicly — a simple social media post acknowledging their support keeps the relationship warm and shows voters that real people stand behind you.
Show off your endorsements
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