the donegal high school project lessons learned from a referendum campaign
TRANSCRIPT
THE DONEGAL HIGH SCHOOL PROJECT
Lessons Learned from a Referendum Campaign
History
Then …Focus – “keep taxes low”Decades of deferred maintenanceSignificant growth in student populationDeficit
Now …New board – move Donegal forwardMajor tax increaseDevelop long-range plan
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%
Referendum – Round 2
Focused 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)
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
Lesson #1
Every decision is impacted when a referendum is pending:
Annual budget Contract negotiations Conference attendance Customer service
Lesson #2
Keep it simple …
Then make it more simple Acronyms, terms, Acts, etc. need to be defined Assume zero knowledge of our world … but don’t “talk
down” Minimum information as part of presentation – but:
Anticipate questions and have understandable answer ready (state reimbursement, zoning issues, PSERS rate, etc.)
Lesson #3
Don’t assume support (or lack thereof) from:
Teachers Parents Senior citizens
Lesson #4
Consider community standards in your presentations:
Too flashy? Too tacky?
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?”
Lesson #6
Stick to the facts, don’t:
Embellish Criticize previous board decisions Predict
Lesson #7
Remove reasons to vote “no:”
Athletics Impact to low-income tax payers Perceptions of excess (“weight room” vs. “fitness
center;” “art classroom” vs. “art studio,” etc.) Architect fees
Lesson #8
Consider “customer service” impact when developing procedures:
Right to Know requests “Live” person vs. automated attendant Board meetings
Lesson #9
Recognize that matters beyond your control may occur:
Poor economy Election day weather Stealth campaign Placement of question on ballot
Lesson #10
Consider “lessons learned” – even if no referendum on the horizon; never too early to:
Listen Give credit to community, others Improve relations Build community support/understanding Identify key communicators – including opposition:
Civic organizations, seniors, realtors, developers, municipal authorities, ministerium, parents, staff
Develop communication links: E-mail list, breakfasts, community events
Lesson #11
If you anticipate referendum - plan early
Develop strategy: Sell vs. listen Large vs. small Once vs. multiple
Prepare to modify plans – incorporate ideas because “we heard you say …”
Communicate message – then repeat Develop back up plan
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
Contact information:
Amy J. Swartz, PRSBABusiness AdministratorDonegal School District
1051 Koser RoadMount Joy, PA 17552
(717) 492-1305