How to Win Your Municipal Finance Measure

1
How to Win Your
Municipal Finance Measure
Action Steps Every City Should Take to
WIN
2
Finance MeasuresCan WIN, Provided That

• The measure addresses a critical need which is
  urgent.
• Tough fiscal accountability provisions are in
  place, such as a citizens oversight committee,
  sunset provisions, senior exemptions.
• There is adequate time to prepare and solicit
  active participation from stakeholders.
• A well-funded, non-advocacy public education
  campaign is implemented.
• A specific, well drafted Expenditure Plan is
  developed for a special purpose tax or GO Bond.

Successful Expenditure Plans typically include
provisions ensuring that funds can only be used
on specific projects.
3
Political Considerations

• Two-thirds requirement finance measures have been
  successful, but only with thorough and methodical
  preparation.
• More entities are going to the voters for
  support, creating greater competition and an
  environment where voters can pick and choose.
• Bitter partisan battles and polarizing issues on
  past ballots have affected the environment.
• Councilmembers will carefully consider the
  political implications of any finance measure.
• Sales Tax measures are a newer trend,
• that more cities are passing.

4
Opportunities

• The states fiscal crisis has raised awareness
  about local funding needs.
• Local finance measures provide your voters with
  desired local control.
• Although voters feel that the State is going in
  the wrong direction, they usually feel their
  local community is on the right track.

5
Preparing for a Successful
Finance Measure

• Key Essential Tactics for Cities
• Pre-Election Phase (City-funded)
• Conduct Public Opinion Research to evaluate
  opportunities, risks, election feasibility/timing.
  
• Implement Public Information Campaign to educate
  the public methodically, over months, about
  financial needs.
• Public Information process typically takes 12-16
  months.
• Public Information process includes
  City-sponsored educational mail.
• Campaign Phase (volunteer-funded)
• Volunteer Committee funds oversees
  election effort.
• Volunteer Committee produces partisan
  mail.

6
The Role of a Communications Strategist

• Quarterbacks team professionals directs all
  strategies focused on a successful feasibility
  program
• Develops overall timeline, benchmark dates
• Supports/influences all public opinion research
• Refines and targets key messages
• Develops and implements public information
  activities prior to placement of a measure on the
  ballot
• Helps to recommend how to structure the tax and
  advises whether to go for multiple measures or
  only one, and whether it should be a
  General or Special
  Purpose Tax.

7
Step One Planning

• Identify all potential project(s), costs.
• Identify unique problems and opportunities.
• Assess election environment, particularly other
  potential finance measures locally or regionally.
• Review news clips, background information.
• Review past opinion research, if any.

8
Step Two Survey Research

• Conduct public opinion research to identify
• Opportunities
• Potential risks/problems
• Areas where the electorate needs more
  education/information
• Effective themes
• Base and swing audiences for future
  communication efforts
• Optimal Election Timing

9
Step Three Feasibility

• Evaluate Baseline Results Refine Finance
  Measure
• Assess feasibility of finance measure, mechanism
  and amount.
• Recommendations are made on message, strategy,
  public education, election timing.

10
Why Conduct a City-sponsored Public Information
Campaign?

• Public funds can be spent to educate and assess
  the electorate.
• Leverages resources over time.
• Educates/updates the public on the essential
  needs appropriately, prior to an election.

11
Step Four Public Education

• Develop nonpartisan Communications, Organizing
  and Public Information Plan
• ?Objective Build public awareness, support of
  needs
• Earmark specific use(s) of revenue measure funds
• Define whats at stake
• Implement Communications NON-advocacy,
  Information ONLY - TARGETED to the needs, NOT
  general PR
• Develop earned media strategies
• Engage your public through a
  Citizens Advisory
  Committee

12
Pros and Cons of
General Purpose and Special Purpose Measures

• General Purpose Measure
• Requires a simple majority (501) to pass.
• Cannot be earmarked for specific
  purposes/projects, so benefits cannot be
  specified to voters unless in an advisory
  measure.
• By its very nature, no defined constituency to
  advocate, making campaigns harder.
• Special Tax Measure
• Requires 2/3s (66.7) to pass.
• Expenditure Plan developed - specific
  projects/local benefits can be fiscally
  guaranteed to voters.
• Usually, a defined constituency plays lead role
  in campaign.

While counter-intuitive, two-thirds requirement
measures are often more attractive to voters due
to their specificity and fiscal accountability.
13
Step Five Expenditure Plan(Applies to Special
Purpose Tax measures only)

• (Implemented simultaneously with previous steps)
• Use Public Opinion Research to inform development
  of an Expenditure Plan reflecting community
  priorities
• Update and revise your plan to eliminate and add
  projects as needed, and obtain consensus from all
  stakeholders
• Seek demonstrable Citizen Input on Plan
• Have your City Council adopt the Plan, and
  reprint highlights in voter handbook
• Important Effective, savvy and strategic
  review of all voter handbook
  materials is a must no
  matter what type of tax mechanism
  is selected

14
Step Six Final Decision

• Finalize the Public Information Campaign.
• Conduct tracking poll prior to Council vote to
  assess changes in support.
• If feasible, Council acts to place measure on the
  ballot.

Step Seven

• Committee of volunteers implements
  partisan campaign.

15
Key Considerations for a Winning Partisan
Campaign

• Community Leaders need to be groomed over time,
  to take the baton
• It is easier to raise campaign funds for a
  Special Purpose rather than General Purpose
  Measure
• Although the City cannot formally be involved,
  the after-hours volunteerism of key city staff is
  critical to success
• Early money is needed to effectively outreach to
  absentee voters
• In any finance measure, a
  comprehensive ground operation
  is necessary to win

16
The Bottom Line

• Engage your Council in investing resources to
  plan, as soon as possible dont wait.
• Use Opinion Research to determine what your
  public will support.
• Tailor and focus your plan accordingly.
• Engage in focused, not general, Public
  Information to increase public awareness.
• Invest in order to win public agencies budget
  robustly to fund effective preparation.

If you get started early and invest the resources
needed, you can win.
17
(No Transcript)
18
(No Transcript)
19
(No Transcript)
20
(No Transcript)
21

22
(No Transcript)
23

24

25

26

27

28

29
(No Transcript)
30
(No Transcript)
31
(No Transcript)