It is Hamilton’s version of the longest ballot.
A record 26 candidates have registered to run in Ward 8, the most of any Hamilton council race in living memory.
Hamilton’s 2016 Ward 7 by-election with 22 candidates provides key lessons. Runner-up John-Paul Danko was only 92 votes behind victor Donna Skelly despite receiving no media coverage. Skelly was CHCH-TV’s City Hall reporter with massive name recognition and media support.
Danko’s door-to-door campaigning, securing well-regarded neighbours’ support, and comprehensive platform nearly won. Today’s Ward 8 candidates should look to Danko’s campaign for inspiration.
[Ward boundaries changed in 2018. Danko’s neighbourhood shifted into Ward 8, where he won and was re-elected in 2022. This by-election fills the vacancy from his April federal election victory.]
Money isn’t everything, but it matters a lot. In 2016, Skelly spent $30,524, Danko spent $21,530, and third-place Uzma Qureshi spent $28,621, securing 1,967, 1,875, and 1,521 votes respectively. The sixth-place candidate spent $27,112 but only got 720 votes.
Fundraising: The spending limit is $25,465, with maximum $9,815 self-funded. Candidates need at least $15,000 for signs, literature, and social media advertising.
Social Media Ads and Pay-to-Play: Facebook remains most effective for targeted advertising to Ward 8 groups. Other platforms will be less effective but still necessary. Spend early to establish name recognition, then concentrate spending near voting days for maximum impact.
Elections are won at the door: Candidates must canvass the entire ward at least three times, though summer makes this challenging with people busy or away. With 26 candidates canvassing, awareness will increase. If there’s a community barbecue or gathering of 20+ people, show up. Canvass those neighbourhoods before events.
Relationships matter: Neighbours seek information from neighbours. Identify and earn trust of unknown community leaders — the person clearing sidewalks or running an unofficial tool library.
Communications and AI: Launch websites early for search engine visibility. With ChatGPT prevalence, when people ask “who are the top Ward 8 candidates,” AI determines answers from available information. Candidates who feed the internet with information gain advantages.
AI: Use AI for copyediting and brainstorming, not replacing original platforms. Voters are suspicious of buzzword-filled statements. Don’t use AI-generated images.
Issues: Issues are complex, loudest voices aren’t broadest, nobody’s lowering taxes, and you can’t give anyone a pony (or a car).
Everyone knows what’s wrong with City Hall — tell us what you’ll do about it. Note door questions and add website answers. People use search engines and ChatGPT to find candidate positions.
Debates: My opinion is that debates aren’t an effective use of time. Few attend undecided, teams pack rooms with supporters, and formats rarely allow insightful answers. Not attending creates negative publicity, but nobody loses elections for skipping debates. Liberal MP Aslam Rana skipped Cable 14 debates and still won.
Maybe candidates should treat me like AI, and be careful about following any of my advice.
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v. 1.0.0
Published: August 11, 2025
Last updated: August 11, 2025
Author: Joey Coleman
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