Building Voter Confidence

The New Rules for Building Voter Confidence in Your Capital Project

For the past several years, our community and school district leaders have faced an unpredictable and seemingly unending litany of tough situations and difficult decisions. Many are up against economic challenges that may well affect their constituents' willingness to support capital improvements in our schools and other public facilities. On the other hand, putting off critical facilities needs will only lead to further deterioration and increased costs. To get public buy-in for your project, you need to connect with voters. Public presentations and roundtable discussions capture motivated voters, but you'll need a different approach to reach the others.

Involve community members early in the planning process.  

Actively seeking community input and involving active user groups in the decision-making process is key to building broad voter support among networks. For example, consider including one or more influential community members on your facilities committee during scope development. Hold a community forum with a virtual attendance option to discuss the district’s long-range plan and gauge their support for specific initiatives. Invite ideas and acknowledge all input—above all, demonstrate a willingness to listen and to consider the wants as well as the needs.

Clearly demonstrate the rationale for the project. 

It has often been challenging to energize voters to turn out for a “nuts and bolts” project. However, when economic variables cause voters to become particularly protective of their household income, big-ticket renovations and showstopper spaces could be an even tougher sell. When explaining how the project’s components were chosen, be specific and show a clear cost vs. benefit. Are mechanical systems going to cost more to repair than to replace? Is the roof at the end of its warranty? Are the cracked and crumbling stairs a safety risk?

Equip your committee, community leaders, stakeholders, and Board with talking points. 

By the time you’re ready to inform your voters about the project, you should already have a good idea of the questions and hot-button concerns they are likely to have. Work up a list of expected questions and clear answers, and distribute it to these groups to ensure a unified response. If you're short on opportunities to talk to families at school and community functions like concerts and sports events, it’s even more important to be prepared with consistent answers to their project questions when these opportunities arise.

Level-up your social media strategy. 

It’s important to remind people to vote on the day of the referendum, but it’s just as important to keep them engaged during the lead-up. Use your list of talking points to pepper your social media channels with a “question of the day.” Consider designing a unique project logo to include on your website and in social media posts about the project. Cross-post all fact sheets, newsletters, and presentations when they’re posted to your web site. Produce a short video with key speakers and clear explanations that can be shared on social media.

Plan ahead for public information meetings. 

Live-streams like Zoom, Teams, Google Meet are now commonplace and a smart option to provide with an in-person meeting before the vote. However, getting feedback to and from attendees can be a technical challenge in real time. Offer an opportunity to submit questions ahead of the meeting (and after) via email, social media, or a web form. If possible, record the meeting and post it online.

Include an exit poll. 

Exit polls are an effective way to determine how well your voters understood you, and vice versa. Voters are motivated to make sure their voices are heard – let them! Most importantly, demonstrate that you’ve listened by thanking them for their input.

Final thought.

Record participation levels in annual budget votes, combined with continued positive support of capital improvement projects for many school districts and public service facilities, is proof positive that even in uncertain times, our communities understand the importance of investing in our community assets and infrastructure. Public outreach takes many shapes and forms, and with a diversified approach you'll be able to build motivation among voters and drive greater turnout.