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

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

To accomplish this, the Institute identifies, recruits, trains, and places conservatives in government, politics, and the media.

Founded in 1979 by its president, Morton C. Blackwell, the Leadership Institute (LI) teaches conservatives the nuts and bolts of how to succeed in the public policy process.

The Institute strives to produce a new generation of public policy leaders unwavering in their commitment to free enterprise, limited government, strong national defense, and traditional values.

Institute graduates are equipped with practical skills and professional training to implement sound principles through effective public policy.

LI offers 47 types of training schools, workshops, and 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.


Visit our main website here for more training opportunities and to learn more.

The Leadership Institute is a non-partisan educational organization approved by the Internal Revenue Service as a public foundation operating under Section 501(c)(3) of the Internal Revenue code. The Leadership Institute does not endorse, support, or oppose candidates or proposed legislation. The Institute has an open admissions policy; all programs are open to the public. Contributions to the Leadership Institute by individuals, corporations, and foundations are tax deductible.