Organizational basics of campaigns don't change

ILLUSTRATED: When setting up a campaign, first appoint a core group of people for organizational management, fundraising, and communication. Set up clear lines of authority functionally and geographically. Once the core is established, then you grow virally.

To all presidential and dog-catcher campaign chairs: when launching campaigns in 2008 and beyond, remember basics are basics. Start with them.

Right now social networking is all the rage, in the future there will be new technologies and techniques that I cannot conceive of. But do not lose sight of basic organizational principles. I see presidential campaigns tapping all of these new social networking websites, but without clear organizational control. What I fear is that social networking technology will facilitate dis-organization with wildcat groups being set up and (sometimes illegally) raising money.

Remember the three basic functions of a campaign are organizing the people, raising the money, and communicating the message. Whether the frame of reference is a small town, or an entire state, the person or persons who do all of these functions must be identified and deputized on day one. The world needs to know who is in charge, and what the message is. Then you network, with handshakes and mouse clicks.

Eventually, GOTV is done best by social networks. But that's for the last day, not the first day.

Not only does organization win in its own right, it reflects a professionalism and management savvy on the candidate.