This premier campaign training program provides future candidates, campaign managers, and staff with the tools and information necessary to build and execute a successful campaign with a strong grassroots organization and an effective strategy.

Leadership Institute's Campaign Academy is an intensive twelve-session program that gives candidates, and those who support them, the knowledge and skills needed to win in today's competitive public policy arena. Topics covered will include strategy, communications, fundraising, and voter contact.

Ideal attendees are current and prospective candidates, campaign advisors, and staff.

Attendees will learn how to:

  • Create a campaign plan
  • Develop a campaign budget
  • Inspire people to get involved and vote
  • Raise funds
  • Identify, target, and mobilize voters
  • 100% Online

    Learn at your own pace, with lifetime access on mobile and desktop.

  • Expert Faculty

    Launch your digital strategy with experienced professionals showing you how to win.

  • Low-Cost Training

    Thanks to the generous and dependable support of Leadership Institute donors.

Course curriculum

    1. Part 1: Developing Campaign Strategy

    2. Part 2: Crafting Candidate Image

    3. Part 3: Leadership Style

    4. Part 4: Ethics

    1. Part 1: Strategic Campaign Research

    2. Part 2: The Research Process and Candidate Research

    3. Part 3: Researching Incumbents

    4. Part 4: Targeting Your Voters

    5. Part 5: Identifying and Categorizing Voters

    1. Part 1: Substantive Leader, Substantive Ideas

    2. Part 2: Reputation Management Strategy

    3. Part 3: Understand the Issues and their Networks

    4. Part 4: Stakeholder Management Strategy

    1. Part 1: Communications Strategy Development

    2. Part 2: Campaign Theme Development

    3. Part 3: Campaign Communications Strategy

    4. Part 4: Craft Your Message

    5. Part 5: Components of a Good Message

    1. Part 1: Tell Your Story

    2. Part 2: Credibility and Your Story

    3. Part 3: Campaign Communications Control

    4. Part 4: Communications Strategy and Media

    1. Part 1: Increase Your Social Media Reach

    2. Part 2: Facebook Reach

    3. Part 3: Advertise on Social Media

    4. Part 4: Understand and React to Public Criticism

    5. Part 5: Handle Negative Information

About this course

  • $39.99
  • 51 lessons
  • 26 hours of video content
Earn a LI Graduate Certificate by Completing this Course

More than 250,000 Leadership Institute graduates work across the conservative movement in campaigns, journalism, think tanks, on Capitol Hill, and beyond. There's no better way to gain a competitive edge in politics.

But that's not all - by earning a LI graduation certificate, you'll gain:

  • Exclusive access to LI's private Alumni network
  • Priority status in LI's Employment Placement Services
  • Increased knowledge and expertise in political technology


  • When does the course start and finish?

    The course starts now and never ends! It is a completely self-paced online course - you decide when you start and when you finish.

  • How long do I have access to the course?

    How does lifetime access sound? After enrolling, you have unlimited access to this course for as long as you like - across any and all devices you own.

"You owe it to your philosophy to study how to win."
- Morton C. Blackwell

The Leadership Institute's mission is to increase the number and effectiveness of conservative activists and leaders in the public policy process.

  • Founded in 1979 by its president, Morton C. Blackwell, the Leadership Institute (LI) teaches conservatives the nuts and bolts of succeeding in the public policy process.
  • LI offers more than 50 types of training schools, workshops, seminars, and a top-notch intern program.
  • The Institute also provides an Employment Placement Service to help place conservatives in public policy positions and in the broadcast media, at no cost to employers or job seekers.