Now what? Regrouping after a failed school referendum

You thought you’d done your homework — community surveys, focus groups, printed material, energizing your supporters. Yet your referendum failed on election day.
It’s a discouraging moment after all the work you’ve done.

Many times there are forces outside your control at work.  Economic uncertainty is a huge factor this election season.  Other items on the ballot can also affect your outcome. For example, here in Wisconsin, the Republican primary became very competitive at the last minute, increasing voter turnout. In retrospect, a school campaign may have benefited by engaging “yes” voters, sooner.

So how can you increase the odds of your community supporting a referendum, and protect yourself from last minute “game changers?”

No one can completely predict everything that can happen, but here are a few “best practices” that will give you the best possible chance of success.

1. Give your public plenty of opportunity to “form the solution.”  A preliminary survey or informal vote prior to your referendum gives your community a sense of ownership early in the process.

2. Engage your “YES” group as soon as possible.  Get them on board with your solution, and have them brainstorm all the questions and answers.  Write out and distribute FAQs or talking points for them.

3. Provide clear, factual, easy to understand public information.  Keep in mind that many people make decisions based on “What’s in it for me?” and “How much is it going to cost?” Make sure you answer these questions, and do it visually (with charts and graphics) whenever possible.

4. Have strategies in place to deal with surprises.  One of our districts was surprised at the last minute by robo-calls, spreading misinformation, by a national anti-tax group. The calls may have made a difference in a tight vote, and the district had no way to fight back on a similar scale.

5. Take a deep breath, and don’t give up!  Many times, the second time’s the charm. Rethink, rework, re-engage, and start planning for success next time.

Need help with your next referendum? Start building a better relationship with your community TODAY.