Building public support for a successful referendum
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Transcript of Building public support for a successful referendum
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BUILDING PU
BLIC SUPPO
RT FO
R A SUCCESSFUL R
EFERENDUM
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REFERENDUM FOR ELECTORAL DEBT• Local Government Unit Debt Act:
•Department of Community and Economic Development
• PA Law – 53 Pa.C.S. Sections 8041-8049
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OPTIONS UNDER THE DEBT ACT:Electoral Debt:• Board authority to incur debt within
borrowing limits
Non-Electoral Debt:• Board may incur additional debt if:• Majority of voters approve in a referendum• Proceeds used for a defined project• Mills reduced/eliminated when debt is paid• Allows board to exceed Act 1 index
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STEPS FOR ELECTORAL DEBT1. Adopt resolution - 90 days of election.
2. Advertise Election – not less than 14, nor more than 21 days before election (newspaper, legal journal)
3. Present Ballot Question to County Board of Elections:
a. Specific languageb. At least 45 days before election
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TYPES OF ELECTIONRegular Scheduled by County – No Cost to District:
MunicipalGeneralPrimary
Special – District incurs all costs:As defined by board (assumes notification requirements)
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BALLOT QUESTIONShall debt in the sum of $47,900,000
for the purpose of financing construction of a new high school be
authorized to be incurred as debt approved by the electors?
• May not use alternate wording• May note “and other capital projects”
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AFTER THE VOTEIf yes:• Issue debt• Spend debt only on projects defined in question• Increase millage above Index• Decrease when debt paid offIf no:• Seek additional referendum – 155 days or more after
election• Issue non-electoral debt within debt limit (tax increase
within Act 1 limit)• Delay, refinance, or cancel project
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A TALE OF T
WO
CAMPAIGNS:
U N I ON V I L
L E - CH A D D S F
O R D
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REFERENDUM – ROUND 1Shall debt of Unionville-Chadds Ford SchoolDistrict, Chester and Delaware Counties,Pennsylvania, be authorized to be incurred as debtapproved by the electors in the sum of up to Sixty-TwoMillion Five Hundred Thousand Dollars ($62,500,000) for the purpose ofrenovations and additions to Unionville HighSchool and its campus?
Regular ElectionYES 40.2% (3,979) NO 59.8% (4,755)
49.5% Voter Turnout
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REFERENDUM – ROUND 2Shall debt of Unionville-Chadds Ford SchoolDistrict, Chester and Delaware Counties,Pennsylvania, be authorized to be incurred as debtapproved by the electors in the sum of up to ThirtyMillion Dollars ($30,000,000) for the purpose ofrenovations and additions to Unionville HighSchool and its campus?
Regular ElectionYES 45.6% (3,222) NO 54.4% (4,791)
59.97% Voter Turnout
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A TALE OF T
WO
CAMPAIGNS:
D O N E G A L SC H O O L D
I ST R I C
T
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REFERENDUM – ROUND 1• Comprehensive K-12 Plan
• Included athletic facilities
• $117,000,000
• Special election
• Designs and elevations developed
• “Yes” votes energized … but so were “no” votes
• Defeated 72% to 28%
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REFERENDUM – ROUND 2Focused on common ground from first referendum … New High
School Eliminated “moving parts”
Held community forums
Acknowledged public input when appropriate: No additional architect fees No special election Eliminated “hot buttons” Modified design
Defeated – 52% to 48% (176 votes)
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OBSERVATION
Two approaches to referendum:
1. Sell the project board/administration develops to voters, or
2. Ask the voters what they can support and develop project around those expectations
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LESSON #1
Every decision is impacted when a referendum is pending:
Annual budgetContract negotiationsConference attendanceCustomer service
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LESSON #2
Keep it simple …
Then make it more simpleDefine acronyms, terms, ActsAssume zero knowledge … but don’t “talk down”Minimum information as part of presentation – but:Anticipate questions (state reimbursement, zoning issues, PSERS rate, etc.)
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LESSON #3
Don’t assume support (or lack thereof) from:
TeachersParentsSenior citizens
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LESSON #4
Consider community standards in your presentations:
Too flashy?Too tacky?
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LESSON #5
Less is more:
Remove excess “moving parts”Focus on most important item – example: overcrowded conditions
Avoid temptation to answer every question – “I don’t know” or “I can’t predict” is acceptable
Ability to say “we haven’t decided … what do you think?”
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LESSON #6
Stick to the facts, don’t:
EmbellishCriticize previous board decisionsPredict
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LESSON #7
Remove reasons to vote “no:”
Athletics Impact to low-income tax payersPerceptions of excess (“weight room” vs. “fitness center;” “art classroom” vs. “art studio,” etc.)
Architect fees
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LESSON #8
Consider “customer service” impact when developing procedures:
Right to Know requests“Live” person vs. automated attendantBoard meetings
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LESSON #9
Recognize that matters beyond your control may occur:
Poor economyElection day weatherStealth campaignPlacement of question on ballot
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LESSON #10Even if no referendum on the horizon;
never too early to:
ListenGive credit to community, others Improve relationsBuild community support/understanding Identify key communicators – including opposition:
Develop communication links:E-mail list, breakfasts, community events
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LESSON #11
If you anticipate referendum - plan early
Develop strategy:Sell vs. listenLarge vs. smallOnce vs. multiple
Prepare to modify plans – incorporate ideas because “we heard you say …”
Communicate message – then repeat
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LESSON #12Plan what you will do if campaign is not
successful:
• If options truly do exist
• If no options exist
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SUMMARY
Voter support of a referendum for building projects is possible:
As referendum becomes more common
Where public trust is in place
As districts develop and implement PR strategies
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Amy J. Swartz, PRSBABusiness AdministratorDonegal School District
1051 Koser RoadMount Joy, PA 17552
(717) 492-1305
Rich Hug, PRSBODirector of Technology &
CommunicationsUnionville-Chadds Ford School
District
740 Unionville RoadKennett Square, PA 19348
(610) 347-0970
CONTACT INFORMATION: