Candidates use an HOA board campaign to communicate their goals and platforms to voters. It allows them to bolster their chances of winning by introducing themselves, their qualifications, and their priorities. That said, there are some things to keep in mind when campaigning for HOA elections.
Is an HOA Board Campaign Required?
Whether or not an association must allow candidates to campaign depends on state laws and the governing documents. In Illinois, 765 ILCS 605/18 states that the board may distribute candidate biographical and background information if:
- The board makes reasonable efforts to identify all candidates,
- All candidates are given an opportunity to submit information, and
- The board does not express a preference for any candidate.
This statute applies to condominium associations in Illinois. Single-family HOAs or common interest communities don’t have similar requirements, but it is still best practice to follow suit.
Dos and Don’ts for HOA Board Campaigning
Campaigns can be tricky, especially since a single misstep can ruin the entire initiative. Here are the dos and don’ts when it comes to candidate statements, bios, campaign platforms, messaging, communication, and more.
1. Do Focus on Facts
When writing candidate statements, prospects should introduce themselves and their backgrounds. They must highlight relevant professional and volunteer experience to show that they are capable of fulfilling their roles. It is also a good idea to explain why they want to serve the community.
Additionally, candidates should identify key issues that they wish to address if elected. When crafting this statement, it is important to keep it concise and factual.
2. Don’t Exaggerate or Offend
Candidate statements should not exaggerate the qualifications of the prospect. It must not include any misleading or false information, use inflammatory language, or become an attack piece. Remember that this is a biography, not a scathing or sensational critique of the current administration.
3. Do Talk About Priorities
Campaign platforms should focus on what the candidate wishes to achieve. These goals must be realistic and feasible. It is best to focus on priorities rather than promises. Moreover, the candidate should explain how they intend to approach issues and accomplish their goals.
4. Don’t Make Unrealistic Promises
Promises can be a slippery slope, especially if they are impractical or have no basis. Candidates who promise to immediately cut dues, get rid of unpopular rules, or stop violations altogether are going to regret it later on. Those promises are unrealistic and, more often than not, impossible because they contradict the governing documents.
Some candidates may be tempted to promise expensive upgrades and luxurious amenities. Yet, without a funding plan backing the project, such promises are bound to fall flat.
5. Do Focus on Solutions
When developing a campaign message, candidates should concentrate on solutions. While it is good to be realistic, candidates should be careful not to become too negative. Instead of saying what the association can’t do, focus on what it can achieve.
Transparency also plays a key role here. Residents are more likely to trust a candidate who communicates openly and shares facts freely (with some exceptions).
6. Don’t Spread Rumors or Fear
A campaign built on gossip and fear-mongering is sure to lose. Candidates must refrain from spreading rumors, using fear-based messaging, or making accusations without clear evidence. These will only create unnecessary tension and division within the community.
7. Do Communicate With Homeowners
Candidates should communicate with residents as best as they can. This means listening to owner concerns, answering questions, and encouraging a constructive dialogue. It also helps to distribute an HOA campaign flyer with the candidate’s bio, goals, and platform.
8. Don’t Become Hostile or Dismissive
When running for the board, HOA campaign slogans can make a lasting impression. Still, slogans should never be offensive or aggressive. Employing a positive stance and outlook does better in the long run.
Additionally, candidates must not argue with residents online or engage in social media fights. If someone offers a differing viewpoint, candidates should not be quick to dismiss or ignore it. In fact, they should encourage varied perspectives.
9. Don’t Attack Current Board Members
It is never a good idea for candidates to tear others down to make themselves look better. They must never make personal attacks, question intentions without evidence, or weaponize disputes against the current board or fellow candidates.
Instead, if a candidate disagrees with something, they should approach it professionally. They can criticize policies or decisions in a respectful manner. It is also best to focus on making improvements and offering alternative solutions.
10. Do Follow Election Rules
All candidates must follow the rules on HOA election campaigning. These rules can usually be found in the association’s governing documents or election procedures. Candidates should respect deadlines and requirements, treat fellow candidates fairly, and support transparency for the entire election process.
11. Don’t Breach Ethics
Candidates must not use confidential board information for campaign purposes. For example, if an incumbent director is up for re-election, they must not air out the dirty laundry of the HOA or a fellow candidate in an effort to make them seem like the better option.
Additionally, candidates should not misuse association resources, imply that they have the endorsement of the association or vendors, or try to get around the election rules. Not only are these unethical, but they also speak to the character of the candidate.
Common Mistakes When Campaigning in HOA Elections
Here are the biggest mistakes a candidate can make during their HOA board campaign.
1. Overpromising Results
Making too many or unrealistic promises can damage the candidate’s credibility. These promises are often just that — promises, which means candidates usually can’t deliver. Instead of making guarantees, candidates should outline their goals and outline realistic steps for how they intend to achieve them.
2. Running on a Single Issue
Association boards juggle a multitude of responsibilities at the same time, so it’s not a good look if a candidate only focuses on a single concern. Candidates must understand all association operations.
3. Ignoring Financial Realities
Some candidates make the mistake of being too idealistic. They want only the most expensive or luxurious amenities for the association, but they don’t consider the costs. Candidates must take a serious look at the association’s finances and future obligations before creating grand plans.
4. Failing to Learn the Governing Documents
A candidate’s idea of a “better association” doesn’t always align with the governing documents. They might want to eliminate dues or architectural guidelines entirely, but these are often required by the CC&Rs and bylaws.
5. Waiting Until Election Season to Participate
Homeowners are more likely to support candidates with a history of getting involved in community matters. If a candidate has largely been MIA for the past several years, owners tend to question why they want to volunteer now. It calls their motivation into question.
To avoid this, candidates should engage with the association more often before throwing their hat in the ring. They should attend meetings regularly, show up to community events, and join committees. These demonstrate a commitment to serving the association.
After the Election: How to Win or Lose Gracefully
Work does not stop after the HOA board campaign. Candidates must know how to react with grace whether they win or lose the election.
Successful candidates should focus on governing rather than continuing their campaign. They have already won, so now the real work begins. Some newly elected directors like to rub it in or lord their win over their competitors, but this makes them seem petty and immature.
Instead, elected directors should work collaboratively with fellow board members. They should congratulate their competitors on an election well run, and then concentrate on achieving the goals they promised during the campaign.
Meanwhile, unsuccessful candidates should not be discouraged. They should continue participating in the community, build their skills, and try again next time. If they wish to serve, joining a committee is a great way to do it.
Remember that the association’s success is everyone’s success. Unsuccessful candidates should not try to tear the board down or question their decisions at every turn. Sure, they can respectfully share criticism, especially when warranted, but they should not take the loss personally.
Campaigns Demand Work
An HOA board campaign can help candidates get the word out on their qualifications, achievements, and platforms. A successful campaign can land them a position on the board, but it takes effort and a knowledge of the best practices to run one.
First Community Management provides expert HOA, condo, and co-op management services to communities in Chicago. Call us today at (312) 829 8900 or contact us online to learn more!
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