Dos and Dont's for Local Bond Referendums

John specializes in local bond referenda and initiatives and has done research for The Trust For Public Land, The Nature Conservancy, The Conservation Foundation, The Grand Traverse Region Land Conservancy, the Danforth Foundation, The Miami Zoological Society, Caribbean Gardens, the St. Louis Zoo, Forest Park, Glazer & Associates, The West Hill Foundation, The St. Louis Metropolitan Zoo and Museum District, The American Farmland Trust, the Illinois Clean Energy Foundation, several Forest Preserve Districts in Illinois, park and recreation departments and others.

In the past eight years alone he have conducted the research and wrote the campaign strategy for over 60 successful local bond referenda and initiatives that have raised over $2 billion for open space preservation, zoos and other civic programs.

His experience has taught him many things about local bond referenda including the fact that they are all unique and need to be approached as such. On the other hand, there ten things that all research should include, he calls them the Top Ten Dos and Don'ts and here they are.

1. Always interview likely voters...

Don't just interview "users", "residents", or "registered voters". Support among likely voters is often about 10% lower than it is among broader groups. The best way to define and capture likely voters will vary depending on a number of factors including the type of election that the referendum will be placed in, but it is an extremely important consideration when conducting these types of surveys.

2. Be able to define swing voters...

Simply determining undecided voters is not enough. You must also be able to define weak supporters, weak opponents and other voters who can and will be influenced by the messages, themes and information that come out during the course of the campaign.

3. Avoid using local polling firms.

They seldom have the experience necessary to conduct local bond referenda and even when they do they seldom have the objectivity needed. While their intentions are usually very good, they tend to be ‘supporters' rather than objective, dispassionate critics - which is what you need to make an informed, businesslike decision.

4. Always place your initial ballot test as close to the beginning of the questionnaire as practicable to avoid bias.

Start with filters and screens to assure that you are getting likely voters add a "warm-up" question such as most important issue facing the local area and then ask the initial ballot test before providing the respondents with any background information.

5. Always try to replicate the actual ballot language on your questionnaire.

This is what the voters will see on election day and what they will be basing their decision on. In Minnesota, for instance, the ballot language must state that the bond will raise taxes - be sure to include information such as this when required. Conversely, some states are very permissive about allowing bond supporters to include positive information in the bond language such as uses for funds and the goals and objectives of the bond. If these are allowed, be sure they are included in the bond language.

6. Always include an informed ballot test near the end of the questionnaire.

This will allow you to measure the impact of the messages, themes and other information included in the questionnaire. Don't assume that, just because voters agree with you messages and approve of the information provided, that these messages, themes and information will influence their vote.

7. Don't hesitate to test the arguments of your opponents.

This will tell you the likely impact of a well organized negative campaign and the best ways to deal with any negative issues in order to minimize their impact.

8. Always ask at least one or two General Environment questions.

Such as the most important issue facing the local area - that can help place your referenda in context. Just because everyone supports your goals and objectives, doesn't mean that voters don't have more important priorities.

9. Always test the actual amount of the tax increase.

Typically this information will decrease support by 5% to 10%. But it is a piece of information that virtually every voter will have on election day, so be realistic and ask it straight out. Measure the impact and determine which messages, themes and information are most effective in dealing with the cost issue.

10. Stay on message.

Once you determine the messages, themes and information necessary to win, focus narrowly on these and don't get side tracked by other issues and don't allow your campaign to become controversial. For instance, never take a position on other proposals, issues or referenda on the ballot. Always stay positive and don't openly debate your opponents. For instance, if a local anti-bond group argues that taxes are too high, don't debate whether they are or not. Stick to the messages and themes tested in the survey. Typically the best response is to simply state, the amount of the tax increase is a small price to pay to accomplish the goals and objectives of the bond issue.