building public support for a successful referendum
TRANSCRIPT
BUILDIN
G PUBLIC
SUPP
ORT F
OR A S
UCCESSFUL 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 DEBT
1. 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 ELECTION
Regular Scheduled by County – No Cost to District:
Municipal
General
Primary
Special – District incurs all costs:
As defined by board (assumes notification requirements)
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”
AFTER THE VOTEIf 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
A TALE
OF
TWO
CAMPAIG
NS:
UN
I ON
VI L
L E - CH
AD
DS F
OR
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
TWO
CAMPAIG
NS:
DO
NE G
AL S
CH
OO
L DI S
T RI C
T
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 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 #10
Even 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 #12
Plan 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, PRSBA
Business Administrator
Donegal School District
1051 Koser Road
Mount Joy, PA 17552
(717) 492-1305
Rich Hug, PRSBO
Director of Technology & Communications
Unionville-Chadds Ford School District
740 Unionville Road
Kennett Square, PA 19348
(610) 347-0970
CONTACT INFORMATION: