Building public support for a successful referendum

BUILDING PU

BLIC SUPPO

RT FO

R A SUCCESSFUL R

EFERENDUM

REFERENDUM FOR ELECTORAL DEBT• Local Government Unit Debt Act:

•Department of Community and Economic Development

• PA Law – 53 Pa.C.S. Sections 8041-8049

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

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

TYPES OF ELECTIONRegular Scheduled by County – No Cost to District:

MunicipalGeneralPrimary

Special – District incurs all costs:As defined by board (assumes notification requirements)

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”

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

A TALE OF T

WO

CAMPAIGNS:

U N I ON V I L

L E - CH A D D S F

O R D

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

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

A TALE OF T

WO

CAMPAIGNS:

D O N E G A L SC H O O L D

I ST R I C

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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%

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)

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 budgetContract negotiationsConference attendanceCustomer service

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.)

LESSON #3

Don’t assume support (or lack thereof) from:

TeachersParentsSenior 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:

EmbellishCriticize previous board decisionsPredict

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

LESSON #8

Consider “customer service” impact when developing procedures:

Right to Know requests“Live” person vs. automated attendantBoard meetings

LESSON #9

Recognize that matters beyond your control may occur:

Poor economyElection day weatherStealth campaignPlacement of question on ballot

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

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

LESSON #12Plan what you will do if campaign is not

successful:

• If options truly do exist

• If no options exist

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

Amy J. Swartz, PRSBABusiness AdministratorDonegal School District

1051 Koser RoadMount Joy, PA 17552

(717) 492-1305

[email protected]

Rich Hug, PRSBODirector of Technology &

CommunicationsUnionville-Chadds Ford School

District

740 Unionville RoadKennett Square, PA 19348

(610) 347-0970

[email protected]

CONTACT INFORMATION: