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There are actually two ways to answer this.

It may be meant literally, referring to the primary, where the candidate runs for the nomination of the party, and then the general, where he runs against the candidate from the other party. This meaning is mostly applicable in the United States.

It may also refer to the fact that a candidate must work hard at gaining dollars, and then at gaining votes. Even if a candidate hires a fundraiser, he still has to work very hard to do the events the fundraiser recommends, and that can be just as hard as going out for votes. And since more often than not the candidate with the most money wins, 'winning' the fundraising battle is extremely important.

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