From Aspirant to Agenda Setter: What It Really Takes to Run for Office in Africa
- Kamogelo Theledi
- 3 days ago
- 3 min read
As several African countries prepare for the 2026 elections, aspiring candidates, particularly young people and women, face the daunting challenge of navigating the campaign landscape. Whether running as an independent or under a party banner, one truth remains clear: you cannot do it alone. On 27 November 2025, Futurelect hosted the Ready to Run: Navigating Political Campaigns Webinar, featuring East Africa Regional Director Natasha Kimani and three seasoned campaigners: Glen Mpani, Jonathan Moakes, and Marilyn Kamuru. The webinar explored the realities of political campaigns across Africa. Their insights offered a roadmap for those ready to leap into political office.
Jonathan Moakes emphasised that modern politics has shifted from party-driven to personality-driven campaigns. Party ideologies, once the cornerstone of electoral politics, have become less relevant in today's landscape. Instead, candidates must connect with voters in all spaces, both online and offline, as well as in formal and informal settings. "Connect with where people are," Moakes urged. For Moakes, two elements are non-negotiable: a strong political narrative and message consistency. Voters don't vote on rationality or manifestos. They vote on trust, and trust is built through consistency in your message and your brand.
Glen Mpani took a more pragmatic approach, grounding his advice in hard data. Decisions on running should be based on data, he insisted. Young people need to invest in understanding the numbers. Mpani expressed scepticism about independent candidacy in African contexts, noting that party identification remains strong across the continent. Voters tend to support candidates with whom they can identify, often through party affiliation. Instead of encouraging independent runs, he believes political parties must improve the quality of their leadership pipelines. Parties need to increase the number of capable leaders so they're identifiable to voters, rather than having individuals run as independent candidates.
When it comes to campaign tactics, Mpani advocates for a data-driven approach that combines digital engagement with traditional door-to-door outreach. Use social media, but don't shy away from door-to-door campaigning.
Marilyn Kamuru brought a refreshing perspective on what it means to run for office. "Be prepared to run multiple times," she advised. "Most successful candidates did not win on their first attempt." But success isn't solely measured by winning a seat. Your candidacy can set an agenda, bringing critical issues to the forefront of public discourse. Even in defeat, a campaign can shift the political conversation and force other candidates to address issues they might otherwise ignore. Every candidate needs to consider what they can achieve and how best to define that achievement.
The Ready to Run Webinar offered aspiring candidates across Africa several key lessons. Build genuine connections by meeting voters where they are, both physically and digitally. Develop a straightforward narrative and stick to it; consistency is key. Redefine success, recognising that winning isn't everything and setting the agenda matters too. Master the data and understand your electorate through numbers, not assumptions. Stay true to yourself and ensure politics align with your values. Understand that emotions, not logic, drive electoral decisions. Above all, be persistent; most successful politicians didn't win on their first attempt.
As Africa approaches the 2026 electoral cycle, the path to political office remains challenging, particularly for women and youth candidates. But with the right strategy, authentic messaging, and resilience, a new generation of leaders can transform the continent's political landscape, one campaign at a time.
Watch the full webinar: Ready to Run: Navigating Political Campaigns
