You Make Me Feel So Young

I knew from day one that my age would be a difficulty in the campaign, but by the end I had used it as my greatest asset. The campaign theme was, "For Rockford's Future."

How a 19-year-old college student ran against an incumbent councilman in Michigan -- and won

CAMPAIGNING AGAINST incumbents IS not an easy task. At age 19, this task seemed even more difficult, especially when planning much of the campaign from over 700 miles away from home while studying at Georgetown University, in Washington, D.C.

Through high school and into college, I had become an active volunteer for Kent County's Republican Party. In 1998, I became the youngest member elected to the county's Republican Executive Committee. While working to elect area Republican candidates was an important task, I felt that I was having no positive impact in my hometown of Rockford, Mich.

A small city of about 4,000, Rockford is a former logging town 15 miles north of Grand Rapids, Mich. From the dam on the Rogue River to the coffeehouse on Main Street, Rockford is the quintessential small town. Small shops on Squires Street Square attract tourists who help sustian the downtown business district.

The economic energy of the city had been placed largely in improvements to the downtown business district. A streetscape project in 1998 improved the sidewalk area and added trees and parking spaces, but made the downtown difficult to traverse for almost a full year.

While the streetscape improvements were advantageous for city commerce, a question developed as to where the city's focus lay. Coupled with sewer issues, a new water treatment plant, rapid growth in the area and sprawl from Grand Rapids, I was left questioning what Rockford would be like for future families.

My memories of growing up in the Rockford area were filled with trips to downtown stores and drives through the country, bike rides on city streets and start-of-summer fireworks. While the city's business district was renewed, services for families and young people did not improve. A transition from party politics to direct policy involvement in the city I loved was about to take place.

Developing the Plan

My decision to run for the Rockford City Council came before I had focused on a key set of issues and before I had identified which council members were running in the November 1999 election. I knew from day one that my age would be a difficulty in the campaign, but by the end I had used it as my greatest asset. The theme for the campaign was tagged as, "For Rockford's Future, Zeemering for City Council."

Research was the top priority upon deciding to run. I began attending council meetings in January 1999 to become familiar with current issues and to establish which council members I would be running against. Janiece "Chi Chi" Rogers, 61, was an eight-year incumbent on the five-member, nonpartisan council. She was well-known and had served as mayor, a position selected from among the council members and rotated on a regular basis. Denise Biegalle, 43, had served three two-year terms. After sifting through census tracts, I found that 32.5 percent of the city's population was under age 18 and the average age was 30.6 years. Coupling this demographic information with current issues facing the city, an agenda based on the continued improvement and development of parks and other "family" activities was developed. Police protection and utilities were also highlighted due to their importance to city residents.

Fundraising: Traditional Sources

As a newcomer to the Rockford political scene, I decided that I was unlikely to receive a great deal of support from local business. Rockford campaigns are typically low-key and low-dollar. Most candidates interview with the local weekly newspapers but do not actively pursue votes. Explaining the need for funds to a constituency that is not used to money in local campaigns would have been difficult. My one attempt to reach the business community was in the form of a morning reception at a local restaurant. I personally delivered or mailed an invitation to all members of the Rockford Chamber of Commerce inviting them to the meet-the-candidate event. I assumed a few people would show up for free doughnuts. However, under a dozen people attended the event and they were already active supporters.

This event illustrates the community's aversion to political events. Local business was not the fundraising answer. Instead, I turned to area residents who had a history of political donations, and turned to friends in the Republican Party. I located donors to local state House of Representative and state Senate candidates through the Secretary of State's online campaign finance database. Adding names of local Republican donors, I developed a mailing. The idea of filling local offices with Republican-leaning candidates has become prevalent in Michigan due to the initiation of term limits on state offices beginning in 1998. Party leaders see a "farm team" of Republicans in local office as necessary to fill higher offices when term limits cut experienced Republican officials. I pointed this out in the letter to party supporters and added that my experience, understanding of Rockford and view for the future made me an ideal candidate.

Over the next several months, this letter and a follow-up from a local state representative proved very effective. By targeting people who gave to other area candidates, I was able to gain support from partisan supporters for a local nonpartisan race. Three mailings produced the bulk of the campaign's finances. In addition to mailings, Gary Rolls, a friend of the family with connections to area businesses worked as campaign treasurer. He was instrumental in meeting with individuals to solicit large contributions. Without Rolls' help in the business arena, the campaign would not have been financially prepared for November.

However, this focus on Republican donors for fundraising also went against "typical" Rockford politics. By soliciting the endorsements of state senators and representatives, I was crossing a partisan line and inviting actors into the campaign who had previously not been involved. Some people suggested that this would be a negative factor in the election. However, I understood that the only way I could raise money to pay for literature to increase name recognition was by engaging these political party people in the campaign.

Waiting for the Big Game

After developing a plan and raising funds, the typical candidate usually hits the campaign trail. However, my role as a college student interfered for the first time with my role as a candidate. In June, I left for Washington, D.C., to participate in the public affairs seminar at Georgetown University with professor Clyde Wilcox. I interned for the Republican National Committee concomitantly. While Georgetown provided a tremendous learning opportunity in political science, and I enjoyed life in Washington, my heart was ready to return home and campaign.

In my absence, Rolls continued to raise funds at home. Campaign literature was developed, magnets printed and buttons shipped to Rockford in preparation for my return. My most difficult day in Washington was the filing deadline. I had filed to run for council in February. On D-day, not only had the incumbents filed to run, but two new candidates entered the race as well. Sheri Verwey had been active with the Chamber of Commerce and Dan Melpolder was in construction, an important perspective for the development issues facing the city. My need to return home became more urgent.

While in Washington, I met with Ron Faucheux, editor-in-chief of this magazine. We discussed door-to-door campaigning, and he sent me on my way with several articles on the topic. Most importantly, he confirmed that I must use age to my advantage. Finally, in mid-August, I returned home and hit the campaign trail. The election was less than 11 weeks away.

Hitting the Trail

Because brochures were printed in my absence (but with my approval), I was able to begin door-to-door activity immediately following my return in mid-August. In order to win, I had to meet voters in the city personally and show them that I wanted their vote. Between the hours of 3 p.m. and 6 p.m., and again from 7 p.m. to 8 p.m. while daylight was present, I was at someone's door. Between mid-August and the week before the election, I hit almost every door in the city.

More than 1,000 pieces of literature left my hand. A handwritten Post-it note was attached to the literature when voters were not home, apologizing that we missed each other and encouraging them to call with any questions. In the course of door-to-door work, only one elderly gentleman told me that he would not vote for me because I was too young and had no experience. Numerous residents expressed support and excitement that a new face was running for office and pledged their support because I came to their door. When asked about age, I stated that it would help me deliver a new perspective on city issues. More than once I heard, "You came to my door so you have my vote." Only one critical comment was made about my partisan connections in a nonpartisan race.

In early October an important spending decision had to be made. We had already spent over $2,200 of a $3,000 budget. We could choose only one more project. Should we take out ads in the two local weekly papers, or should we send postcards to all registered voters? Which option would reach the most absentee voters, key decision-makers in elections with low turnout? We concluded that mailing postcards would be the most cost-effective to place my name in front of voters as a candidate one more time before the election.

Instead of placing information about myself on the card, a caricature was sketched of me standing by the Rockford Dam next to a campaign sign. All literature, including yard signs, had Nov. 2 printed prominently and the postcards continued the tradition. I was depending on high voter turnout for success. Odd-year election turnout was traditionally very low. While many voters told me on their doorstep that I had their vote, getting them to the polls was crucial.

In an additional effort to reach absentee voters, I visited with three area retirement homes to speak with residents. To increase interest in municipal elections, I also spoke with Rockford High School government classes. The students asked the best questions I had received on the campaign trail and clearly articulated their concerns. As I left my alma mater that afternoon, I knew win or lose my campaign had been a success because I had shared that young people can make a difference in the political process -- and the students responded.

I had received a positive response from residents in my door-to-door campaigning. Stopping at almost every house in the city was unheard of. My door-to-door work was a new event in Rockford politics. It was an activity that went against the traditional "just talk to neighbors and don't be political" attitude. In one last effort to remind voters that Nov. 2 was the important day, volunteers, including friends from Aquinas College and family members, distributed a flier to every house in the city on the Saturday before the election. The flier has simple bulleted points printed on the inside, and the outside stated in bold lettering VOTE TUESDAY. My state Rep. Doug Hart, who had been integral in planning from day one, my mother and Rolls provided some last-minute moral support before election day. We were left to wait.

College Student vs. Elected Official

I did not expect a phone call so soon after the polls closed. For a call to come only 15 minutes after closing must indicate low voter turnout, which I believed was fatal for my candidacy. However, the news was not the dreaded loss that I had pictured while sitting in classes all day. In fact, with 229 votes, I came in above both incumbents. Biegalle had won re-election with 173 votes, and after eight years of quality service to the city of Rockford, "Chi Chi" Rogers placed third and left office with 165 votes. The two other newcomers followed the incumbents. After examining the election results, I found that voter turnout had increased from 5.8 percent in 1997 to 13.9 percent in 1999. In my precinct, male voters age 18-21 had a 22.73 percent turnout rate, the highest demographic voting group in the city. Not only had I won a seat, but my goal of increased voter turnout and participation in the municipal election had been accomplished. By raising funds from party donors in a nonpartisan election, I was able t o organize a campaign before leaving for Washington. This groundwork allowed me to focus on door-to-door campaigning in the fall to place my unknown name in front of voters, As a result, voter turnout increased, and I was elected well ahead of the incumbent candidates.

I have served the city for six months now. I still receive comments on my age. Most comments are not critical, although some remain biting. I have received invitations to speak at a few schools about government and young people. I take every opportunity I can to communicate to young voters about the importance and quality of their vote.

Life remains busy. Often I close a textbook at 1 a.m. and turn to a memo on the sewers or a meeting agenda. I spend a great deal of time reading everything that comes from city hall and continue to communicate with constituents about their concerns. If nothing else, I hope I proved two things with my election: In any campaign you must speak directly to voters, and the best way to do that is on their doorstep. Even in an area where the political culture says, "Don't go door to door, just talk to the newspapers," talking to voters directly is effective. Introducing yourself to voters on their doorstep helps them identify name and face when they go to the polls. Door to door demonstrates a commitment of communication with the people. Speaking with residents directly shows them how much a candidate really wants to be elected. Candidates who want to win will go door to door.

Secondly, but more importantly, every vote makes a difference in an election. In our city race, second and third were separated by only eight votes. Campaigns must give voters a reason to utilize the vote that previous generations have fought and died to gain. Young people must be involved in our political system. They must not feel alienated from the political process. Young people will use the services of government for many years to come, and if we expect government to reflect our concerns, we must participate. If young voters go to the polls, candidates will listen to their concerns and translate these concerns to public policy. Candidates can help engage young voters in the political process by speaking to them at the door of their homes.

Eric S. Zeemering is a 19-year-old city councilman in Rockford, Mich.

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