@SFBadger96 's fourth point was about loyalty which is important but I'm going to disagree a bit because I don't think endorsements are worth much. I've seen VERY popular Mayors endorse candidates who got clobbered. Most voters will vote for a candidate they like but will not actually vote for other candidates that person tells them to vote for.
Side note on endorsements, they are a disaster for the office-holders giving them. The reason goes back to ego. Lets say that
@SFBadger96 and
@betarhoalphadelta are running against each other and I'm a sitting politician and both of them ask for my endorsement. The problem for me is that both of them think they are OBVIOUSLY the best candidate. Consequently, whichever one I endorse doesn't think I did them a favor, they just think that I endorsed the OBVIOUSLY best candidate. So the candidate I endorsed doesn't really think they owe me anything. Conversely, however, the candidate that I do NOT endorse thinks (and they honestly believe this) that I endorsed a CLEARLY inferior candidate and they now hate me. The bottom line here is that by making an endorsement I've made an enemy out of the candidate I didn't endorse but I haven't really made a friend out of the candidate that I did endorse.
Local elections:
How this works differs radically depending on exactly how local you mean. My town has a little under 30k so the City-wide races have a district population of ~30k. City Council has three elected city-wide and four elected to wards which are roughly 1/4 of the City. In Ohio local elections are in odd-years so turnout is VERY low because there are no National/State/County elections at the same time. Typically we get ~8k City-wide. The four wards have varying turnout. Three typically get a little over 2k and the other one barely gets 1k.
So in my area, hierarchically:
- ~1k low-turnout ward race
- ~2k high-turnout ward race
- ~8k City-wide race
Then you move up to County/State elections which are in even numbered years. Even there, however, turnout varies dramatically between Presidential years like this one and non-Presidential years like 2022 and 2026. My County has around 180k people so, continuing the hierarchy:
- ~40k State Rep, non-Presidential years
- ~60k County race, non-Presidential years
- ~70k State Rep, Presidential years
- ~100k County race, Presidential years
- ~120k State Senate, non-Presidential years
- ~210k State Senate, Presidential years
- ~300k Congress, non-Presidential years
- ~400k Congress, Presidential years
- ~4M State-wide races, non-Presidential years
- ~6M State-wide races, Presidential years
How elections actually work:
When you get down to the ward races with 1-2k voters it is really all about family/friends. If you have a big family that is a huge BOOST. Groups you are part of matter too. What church you attend. What schools your kids attend, are you part of the baseball association, are you etc, etc. Not just because they'll vote for you but because their friends will think "well, I know so-and-so and his brother/sister/father/son is running for Council so I'll vote for them". Having gone to the local HS is a huge boost because it means that there are a bunch of people who will look at the ballot and say "hey, I remember having algebra with that guy" or whatever.
When you get up to the 8k level (City-wide for my city) it is a little different. Nobody has four thousand cousins so you can't possibly win based on family and friends alone but this is still small enough that you can actually walk neighborhoods and talk to the vast majority of the voters. Money does start to become a factor but it CAN be overcome because the personal touch is more powerful. Actually knocking on someone's door and saying "Hi, I'm
@medinabuckeye1 and I want to be your City Dogcatcher" then proceeding to tell them all about your dog-catching prowess and experience is more persuasive than spending a pile of cash to send them mailers and put ads on their YouTube feed.
Note also that for my area (Ohio) the above local races are non-partisan so you don't have an "R" or a "D" after your name on the ballot. Candidates can and sometimes do send out "I'm an R" mailers but that can backfire because all but the most deeply partisan voters would actually prefer a more non-partisan approach to things like Garbage Truck purchases.
Below, once you get past the local races you get into partisan races so things are different because now you have an "R" or a "D" next to your name on the ballot.
Once you get to the 40-70k voters in State Rep and non-Presidential year County races things like family size, what church you go to, and knocking on doors has only a barely (if at all) discernable impact. Beyond that, you'd never notice it. At that point it is simply money and team-building.