How Candidates of Color Can Increase Their Chances of Getting Elected

Running for office is never easy, but for candidates of color, the road to victory often comes with additional hurdles. From implicit bias and fundraising challenges to sexism and questions about electability, Black and Brown candidates frequently face obstacles that their white counterparts may never have to consider. However, these challenges are not insurmountable. With strategic planning, strong messaging, and a solid support system, candidates of color can not only run effective campaigns but also win elections. Here’s how...

Challenge: Implicit Bias and Questioning Electability

One of the most significant barriers candidates of color face is the perception that they are less electable—a belief often rooted in implicit bias rather than facts. Voters, donors, and even political organizations may assume that a Black or Brown candidate cannot appeal to a broad enough audience. This can lead to fewer endorsements, lower fundraising numbers, and additional scrutiny in the media.

✅ Solution: Define Your Message Early and Own Your Narrative

The best way to counter doubts about electability is to take control of your message from the start. Define what you stand for, and don’t shy away from highlighting the unique perspective you bring to the table. Use storytelling to connect with voters on a personal level, demonstrating how your lived experiences make you the best candidate to serve the community.

Challenge: Fundraising Barriers

The reality is that money plays a huge role in elections, and candidates of color often struggle with fundraising at the same levels as their white peers. Institutional donors and PACs may hesitate to invest, and personal networks might not have access to the same wealth circles.

✅ Solution: Start Building a Strong List of Supporters Early

Success in political fundraising is about relationship-building. Candidates of color should start early by cultivating grassroots donors, community organizations, and small-dollar contributors. Engage your network consistently—whether that’s through social media, email lists, or in-person events—and make it clear why their financial support is crucial. Also, be intentional about seeking out diverse fundraising consultants who understand these challenges and can help navigate them effectively.

Challenge: Sexism in Politics

For women of color, the challenges of racism are compounded by sexism—from being dismissed as too “emotional” or “aggressive” to facing unfair media coverage and higher scrutiny on appearance rather than policies.

✅ Solution: Build a Strong Support System

Having a solid team of advisors, mentors, and allies is essential for staying mentally and emotionally strong. Surround yourself with people who believe in you, will uplift you when times get tough, and will strategically push back when sexist or racist narratives arise. Coalition-building with other women and candidates of color can also provide a network of support and shared resources.

Challenge: Lack of Diversity in Campaign Firms and Consultants

Many candidates of color unknowingly hire political consultants and firms that lack diversity, which can result in tone-deaf messaging or missed opportunities to engage Black and Brown voters effectively.

✅ Solution: Ensure Your Campaign Team Reflects Your Values

Hiring diverse firms and consultants isn’t just about representation—it’s about strategy. Black and Brown voters are critical in many elections, and you need advisors who understand these communities firsthand. Make sure that the firms you hire for media, polling, fundraising, and field operations have a track record of working with diverse candidates and successfully mobilizing voters of color.

Winning with Strategy and Resilience

Running for office as a candidate of color comes with unique challenges, but it also comes with opportunities to inspire change and break barriers. By planning ahead, building a strong support system, and ensuring your team reflects your values, you can overcome obstacles and run a successful campaign.

Ready to Make Your Political Dreams a Reality?

Let’s make history together! If you’re ready to take the next step in your political journey to higher office, schedule a free consultation call with T. Booker Strategies. Together, we can strategize, plan, and execute your path to success.

💬 What advice would you give to candidates of color running for office? Drop your thoughts in the comments!