How to Win Your Municipal Finance Measure

1. How to Win Your Municipal Finance Measure Action Steps Every City Should Take to WIN

2. Finance MeasuresCan WIN, Provided That: • The measure addresses a critical need which is urgent. • Tough fiscal accountability provisions are in place, such as a citizens’ oversight committee, sunset provisions, senior exemptions. • There is adequate time to prepare and solicit active participation from stakeholders. • A well-funded, non-advocacy public education campaign is implemented. • A specific, well drafted Expenditure Plan is developed for a special purpose tax or GO Bond. Successful Expenditure Plans typically include provisions ensuring that funds can only be used on specific projects.

3. Political Considerations • Two-thirds requirement finance measures have been successful, but only with thorough and methodical preparation. • More entities are going to the voters for support, creating greater competition and an environment where voters can pick and choose. • Bitter partisan battles and polarizing issues on past ballots have affected the environment. • Councilmembers will carefully consider the political implications of any finance measure. Sales Tax measures are a newer trend, that more cities are passing.

4. Opportunities • The state’s fiscal crisis has raised awareness about local funding needs. • Local finance measures provide your voters with desired “local control.” • Although voters feel that the State is going in the wrong direction, they usually feel their local community is on the right track.

5. Preparing for a Successful Finance Measure Key Essential Tactics for Cities: • Pre-Election Phase(City-funded) • Conduct Public Opinion Research to evaluate opportunities, risks, election feasibility/timing. • Implement Public Information Campaign to educate the public methodically, over months, about financial needs. • Public Information process typically takes 12-16 months. • Public Information process includes City-sponsored educational mail. • Campaign Phase (volunteer-funded) • Volunteer Committee funds & oversees election effort. • Volunteer Committee produces partisan mail.

6. The Role of a Communications Strategist • “Quarterbacks” team professionals – directs all strategies focused on a successful feasibility program • Develops overall timeline, benchmark dates • Supports/influences all public opinion research • Refines and targets key messages • Develops and implements public information activities prior to placement of a measure on the ballot • Helps to recommend how to structure the tax – and advises whether to go for multiple measures or only one, and whether it should be a General or Special Purpose Tax.

7. Step One: Planning • Identify all potential project(s), costs. • Identify unique problems and opportunities. • Assess election environment, particularly other potential finance measures locally or regionally. • Review news clips, background information. • Review past opinion research, if any.

8. Step Two: Survey Research • Conduct public opinion research to identify: • Opportunities • Potential risks/problems • Areas where the electorate needs more education/information • Effective themes • “Base” and “swing” audiences for future communication efforts • Optimal Election Timing

9. Step Three: Feasibility • Evaluate Baseline Results & Refine Finance Measure • Assess feasibility of finance measure, mechanism and amount. • Recommendations are made on message, strategy, public education, election timing.

10. Why Conduct a City-sponsored Public Information Campaign? • Public funds can be spent to educate and assess the electorate. • Leverages resources over time. • Educates/updates the public on the essential needs appropriately, prior to an election.

11. Step Four: Public Education • Develop nonpartisan Communications, Organizing and Public Information Plan Objective: Build public awareness, support of needs • Earmark specific use(s) of revenue measure funds • Define what’s at stake • Implement Communications: NON-advocacy, Information ONLY - TARGETED to the needs, NOT “general PR” • Develop earned media strategies • Engage your public through a Citizens’ Advisory Committee

12. Pros and Cons of General Purpose and Special Purpose Measures General Purpose Measure • Requires a simple majority (50+1) to pass. • Cannot be earmarked for specific purposes/projects, so benefits cannot be specified to voters unless in an advisory measure. • By its very nature, no defined constituency to advocate, making campaigns harder. Special Tax Measure • Requires 2/3’s (66.7%) to pass. • Expenditure Plan developed - specific projects/local benefits can be fiscally guaranteed to voters. • Usually, a defined constituency plays lead role in campaign. While counter-intuitive, two-thirds requirement measures are often more attractive to voters due to their specificity and fiscal accountability.

13. Step Five: Expenditure Plan(Applies to Special Purpose Tax measures only) (Implemented simultaneously with previous steps) • Use Public Opinion Research to inform development of an Expenditure Plan reflecting community priorities • Update and revise your plan to eliminate and add projects as needed, and obtain consensus from all stakeholders • Seek demonstrable Citizen Input on Plan • Have your City Council adopt the Plan, and reprint highlights in voter handbook • Important: Effective, savvy and strategic review of all voter handbook materials is a must no matter what type of tax mechanism is selected

14. Step Six: Final Decision • Finalize the Public Information Campaign. • Conduct “tracking poll” prior to Council vote to assess changes in support. • If feasible, Council acts to place measure on the ballot. Step Seven: • Committee of volunteers implements partisan campaign.

15. Key Considerations for a Winning Partisan Campaign • Community Leaders need to be groomed over time, to take the baton • It is easier to raise campaign funds for a Special Purpose rather than General Purpose Measure • Although the City cannot formally be involved, the after-hours volunteerism of key city staff is critical to success • Early money is needed to effectively outreach to absentee voters • In any finance measure, a comprehensive “ground operation” is necessary to win

16. The Bottom Line: • Engage your Council in investing resources to plan, as soon as possible – don’t wait. • Use Opinion Research to determine what your public will support. • Tailor and focus your plan accordingly. • Engage in focused, not general, Public Information to increase public awareness. • Invest in order to win – public agencies budget robustly to fund effective preparation. If you get started early and invest the resources needed, you can win.