Building Community Consensus to Finance School Construction in a Down Economy: NSBA

combination of board members, superintendent, and architects on this one
"You're either interested in this topic, or you've got tickets to the game and the weather's not cooperating"

voting 'no' due to details in building plans

1. Focus on parents and less on the general public.
2. Non-district tea party members will get involved to help defeat bond issues now.
3. Social media has replaced door-to-door.
4. Web sites secondary to Twitter and Facebook

20% of parents consistently attend school functions; 40% NEVER do.
 Know your bond issue rules
 20-60-20 (20% will vote yes; 20% will no, NO MATTER WHAT) Target the 60%
With good creditable information, typically 60% of people will support a bond issue
focus on technology and safety and security
incorporate community expectations and culture
accommodate future trends

Every district has two kinds of voters: vested voter (parents, staffers), non-vested voters (who have no skin in this game)

1. Community must be engaged in CREATING the solution.
2. Defeat voter apathy! People have to know what they're voting for.
3. Make sure the entire school board is in support and active in the campaign.
4. Tangible educational benefits of a YES vote and consequences of a NO vote.
5. Don't let YES committee drive the vote.

Must drive parents to social media sites for campaign, for communication
"superintendents and board members that tweet...if you don't, you're missing your target audience"
9 of 10 moms are on Facebook
Most parents go to Facebook and Twitter BEFORE the district website for school information

discouraged waking up the "no" voters: no yard signs, no blanket "come out and vote" messages, no open mic meetings, no phone calls, and no news conferences
registering people to vote at the schools
"What have you heard? updating based on what the community is talking about
approach vote in a 21st century way: people daily online talking about the vote
respond to negative chatter

Make it about kids, not about bricks and mortar
Never discount the power of apathy
Not about the tax increase; about perceived value
NEVER stop promoting the issue: keep updating the community!
someone points out that the PowerPoint has the wrong color background for the school district discussed