Lobbying involves efforts to establish direct, private, face-to-face contact with public officials to explain your position on political and social issues in order to shape policymaking. Our additional reading indicates that whether you are a formally registered lobbyist or a member of another type of interest group, lobbying is an important and powerful technique for influencing public policy decisions. Some organizations hire a regular "in-house" lobbyist who works exclusively for their organization as a staff member. Political parties exist to gain power over government policy by winning elections to political office. They do this by supporting election candidates and helping them win elections through advertising and fundraising. They have official opinions on a wide variety of issues, but these are subject to change. The reading also indicates that for years, some pundits and political scientists have insisted that money is not that important in winning elections. They insist that other variables – such as party affiliation, mandate and candidates' image, key issues – can be deciding factors. Other variables arise from and blend into a well-funded campaign. A candidate can promote his image in a very favorable light and advertise or purchase the numbers that suit him best. Money is important and necessary to win any campaign,