Election campaigns, even small local ones like Rockville City Council, require time and money. With the absence of a local newspaper to reach voters, candidates have to either spend most of their time walking door to door or most of their funds to print and mail campaign literature. In 2019—the last election for Mayor and Council—candidates for Council spent from $424 to $48,776 on their campaigns. Does money matter in local elections? Absolutely, under the right conditions.

As can be seen in the chart above, the candidates who spent the most money (Ashton, Feinberg, Myles, and Pierzchala) were elected to City Council—with one notable exception (Gottfried). The difference? Gottfried had less than a handful of individual contributors to his campaign; his campaign was mostly self-funded. The successful candidates had lots of money and contributors, and those who tended to spend less per vote had more Rockville residents as supporters. I suspect local supporters are more influential on the election than contributors who live out of town.

Looking more closely, successful candidates in 2019 needed at least 5,000 votes and spent between $3 to $10 per vote. In other words, to win a City Council election in Rockville required $15,000 to $50,000—mostly raised from local residents. If a candidate can’t raise those funds locally, they will need to put in a lot of their own money. At the other end of the spectrum, small campaigns who spent $500 to $5,000 didn’t have the capacity to gain sufficient support to cross the 5,000-vote threshold. If there are candidates you’d love to see on City Council, give them your financial support. A contribution of $25, $50, or $100 can make a big difference, especially in September.

The middle-sized campaign of $2 to $5 per voter ($10,000 to $20,000) seem to rely not only on the number of local contributors but also a thoughtfully-crafted campaign. To get out the vote, candidates have lots of ways to spend money (mail, literature, photography, videos, buttons, yard signs, t-shirts, social media, advertising) and time (parades, events, walking door to door, planning meetings, Community Forums, phone calls) but some are more effective than others. Campaigns of this size can’t shoot from the hip; they have to plan and manage carefully. Cotte Griffiths, Hedrick, Lee, Mullican, and Pitman fell into this nebulous and fraught category, so this year’s candidates may want to talk with a couple of them for advice. Perhaps the enlargement of the Council by two seats will allow more middle-sized campaigns to succeed. BTW, Kuan Lee’s expenses are low in the chart but he had over $10,000 in outstanding unpaid bills at the end of 2019, so his expenses are actually closer to $13,000.

The chart also shows that campaigns ramp up in September and at full-speed in October. November is very quiet by comparison because the election is held early in the month. I suspect that Labor Day will begin the campaign season in Rockville and it will include the usual craziness of mud-slinging and dirty tricks (yes, it unfortunately happens in Rockville).

The data for the chart is derived from each candidate’s campaign finance report, which are submitted monthly during the height of the campaign season. Rockville developed its own campaign report forms and they desperately need to be revised because most candidates are unable to complete them properly and have to submit amendments regularly—some of them months later. Plus, key information can obscured because the forms allow candidates to reimburse themselves for expenses—the public can’t see where the cash is flowing, which is the primary purpose of campaign finance reports. The Board of Supervisors of Elections needs to revise the form and establish a standard of performance that no more than 25% of reports in any periods are amended.