Running head: SCHOOL REFERENDUM PLANNING

School Referendum Planning

Norma Alejandro-Mattson
University of Minnesota

In todays tax tolerance climate, bond request can be challenging. But that doesnt mean

there isnt a way. Its all in how you analyze the data, identify voters, and plan the campaign

(Lifto, 2016).

There are a few basic steps (and a lot of hard work) between having needs and procuring

funding for a solution. In this paper, I will explain some of the steps for planning a successful

referendum. A successful referendum for most districts will be months-and even years- of

planning. Research by Lifto (2016) supports an investment of 12 and preferably18 months in

planning and executing Districts strategies.

First, having the districts needs documented by a trustworthy school planner can provide

you with the premise you need to begin the conversation about future modifications. A school

planner will not only report your building needs, but will seek advice from school personnel to

record the types of areas and resources needed to deliver the demanding programmatic and

academic needs of nowadays, along with flexibility to adapt regardless of the future. Board

members should possess the best information available on the districts needs. Board unity is one

of the most critical factors determining whether a referendum can pass (Ward, 1997).

Second, the community must play the major role. Its crucial to understand the

community and the voters. Community-based leadership, surveys, focus groups, listening

sessions, are all methods to gain crucial feedback. A grass roots process that gives community

members ownership in a solution and an investment in the final results is an effective tool in
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constructing success. The right solution is the one that solves the issues and that your

community will support: the only that will pass.

According to Lifto (2016) the identification of voter targets for communications is one of

the essential data based planning tools. Community stakeholders can be in charge of delivering a

clear message and factual data to the voters in a format that they are comfortable receiving

with the opportunity to engage in the conversation. This communication can be in a variety of

ways whether its by website, Facebook, Twitter, live presentations, billboards, mail, email, print,

video or face-to-face, there are many methods to connect with each and every person. Also, its

essential to provide a method for voters to ask questions and get answers. The website can be a

space to respond to negative feedback or correct inaccurate information in a positive voice.

Research clearly demonstrates the importance on effective and ongoing communications and

public engagement as a foundation form which to launch a successful referendum (Lifto, 2016).

Lastly, the Get out the Vote strategies, the chair of this committee needs to be someone

who is politically active and has campaign experience in getting voters to the polls. The chair of

this committee has to have an extraordinary level of commitment and the time to donate. This,

and all committee participants need to be tremendously skilled in precinct organization. This

committee will function with hundreds of volunteers and the more people that are involved in

this well-organized campaign, the more people will be committed to pass the referendum.

Whether the district is responding to developments in enrollment, academic and

curriculum modifications, or updating infrastructure that will lead to a referendum, the timing,

planning and communication are key. Its important to build a team of experts that lend

credibility to the process, leverage their experience and expertise to guide and support at every

step, and even add some fun to the adventure.

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References

Lifto, D. E. (September 26, 2016). Passing a School District Tax Referendum in the New

Normal. Geovisual Analytics for Education. Retrieved from

http://www.techlearning.com/portals/0/pdf/GuideK12MagAdV6.pdf

Lifto, D. E. (December 8, 2016) Why School Referenda Fail; Research & Best Practices for

Success. Geovisual Analytics for Eduaction. Retrieved from

http://www.mnasa.org/cms/lib6/MN07001305/Centricity/Domain/1/Why%20Do

%20Referenda%20Fail%20Word%20Doc.pdf

Lifto, D. E. & Senden J. B. (October, 2009). Eight Tips for Planning and Executing Successful

School Tax Elections. American Association of School Administrators.

Retrieved from http://www.aasa.org/content.aspx?id=7680

Ward M.E. (December 31, 1997). Planning Successful Bond Campaigns. National

Clearinghouse for Educational Facilities.

Retrieved from

http://www.schoolclearinghouse.org/pubs/SuccessfulBondCamp.pdf