Building public support for a successful referendum

1. Building public support for a successful referendum

2. Referendum for Electoral Debt • Local Government Unit Debt Act: • Department of Community and Economic Development • PA Law – 53 Pa.C.S. Sections 8041-8049

3. 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

4. Steps for electoral debt • Adopt resolution - 90 days of election. • Advertise Election – not less than 14, nor more than 21 days before election (newspaper, legal journal) • Present Ballot Question to County Board of Elections: a. Specific language b. At least 45 days before election

5. Types of Election • Regular Scheduled by County – No Cost to District: • Municipal • General • Primary • Special – District incurs all costs: • As defined by board (assumes notification requirements)

6. Ballot Question • Shall 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”

7. After the Vote • If yes: • Issue debt • Spend debt only on projects defined in question • Increase millage above Index • Decrease when debt paid off • If 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

8. A tale of two campaigns: Unionville-Chadds Ford

9. Referendum – Round 1 • Shall debt of Unionville-Chadds Ford School
District, Chester and Delaware Counties,
Pennsylvania, be authorized to be incurred as debt
approved by the electors in the sum of up to Sixty-Two
Million Five Hundred Thousand Dollars ($62,500,000) for the purpose of
renovations and additions to Unionville High
School and its campus? • Regular Election • YES 40.2% (3,979) NO 59.8% (4,755) • 49.5% Voter Turnout

10. Referendum – Round 2 • Shall debt of Unionville-Chadds Ford School
District, Chester and Delaware Counties,
Pennsylvania, be authorized to be incurred as debt
approved by the electors in the sum of up to Thirty
Million Dollars ($30,000,000) for the purpose of
renovations and additions to Unionville High
School and its campus?
 • Regular Election • YES 45.6% (3,222) NO 54.4% (4,791) • 59.97% Voter Turnout

11. A tale of two campaigns: Donegal School District

12. 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%

13. 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)

14. Observation Two approaches to referendum: • Sell the project board/administration develops to voters, or • Ask the voters what they can support and develop project around those expectations

15. Lesson #1 • Every decision is impacted when a referendum is pending: • Annual budget • Contract negotiations • Conference attendance • Customer service

16. Lesson #2 • Keep it simple … • Then make it more simple • Define acronyms, terms, Acts • Assume zero knowledge … but don’t “talk down” • Minimum information as part of presentation – but: • Anticipate questions (state reimbursement, zoning issues, PSERS rate, etc.)

17. Lesson #3 • Don’t assume support (or lack thereof) from: • Teachers • Parents • Senior citizens

18. Lesson #4 • Consider community standards in your presentations: • Too flashy? • Too tacky?

19. 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?”

20. Lesson #6 • Stick to the facts, don’t: • Embellish • Criticize previous board decisions • Predict

21. 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

22. Lesson #8 • Consider “customer service” impact when developing procedures: • Right to Know requests • “Live” person vs. automated attendant • Board meetings

23. Lesson #9 • Recognize that matters beyond your control may occur: • Poor economy • Election day weather • Stealth campaign • Placement of question on ballot

24. Lesson #10 • 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: • Develop communication links: • E-mail list, breakfasts, community events

25. 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

26. Lesson #12 • Plan what you will do if campaign is not successful: • If options truly do exist • If no options exist

27. 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

28. Contact information: • Rich Hug, PRSBO • Director of Technology & Communications • Unionville-Chadds Ford School District • 740 Unionville Road • Kennett Square, PA 19348 • (610) 347-0970 • rhug@ucfsd.org Amy J. Swartz, PRSBA Business Administrator Donegal School District 1051 Koser Road Mount Joy, PA 17552 (717) 492-1305 amy.swartz@donegal.k12.pa.us