ABSTRACT
The accuracy of the message helped to attract more supporters, and it played well in the media. More importantly, it led the target—in this case the voters of San José—to overwhelmingly agree with the demand. Moreover, the campaign message is delivered by people in the community that are trusted on the issue. In the case of the minimum wage campaign, this included a non-profit leader heading up a large anti-poverty program, a labor leader, the CEO of United Way, as well as the students. The kickoff event informs the campus that the group has officially begun the campaign, and is considered a campaign action, as their target should know about it and begin to feel pressure to respond. A commitment card is a sophisticated way to get folks to sign up to come to an event; it is individualized than just writing down the name since it gives a person the opportunity to make a small commitment to the campaign.
