THE DONEGAL HIGH SCHOOL PROJECT Lessons Learned from a Referendum Campaign.

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

[email protected]