The benefits of getting an early jump on ballot issue research

If you are a regular reader of this publication, you know Patron Insight has some pretty definitive thoughts on the most effective timing for researching your community about a ballot issue being considered by your school district.

Because each state’s filing deadlines for such elections are a little bit different, we’ve whittled it down to a very simple statement: Have the final data in hand and ready for review at least two weeks (and preferably three or four), before a filing decision must be made.

Obviously, the closer we can get to Election Day with this type of planning research, the better. But we also know it is important to be respectful of the Board and administration’s need to take the research data, apply it to other information they have received through various channels and have the time to make a reasoned, sensible decision.

However – news flash, here – school districts like to do things their own way. 

As such, some see the benefit of conducting quasi-ballot-based research at times that are tied to the work of a facility planning committee or similar deliberative body.

Some want to take all their ideas and use research to boil them down to those that have a chance, before even convening the committee. Others find research to be beneficial at the mid-point of committee work, to provide a spot-check on the findings. Still others like to wait until the committee has turned in its report and, in essence, ask their communities, “So…what do you think?”

This kind of “temperature-taking” research has its advantages, if you remember the following:

• Keep it focused on the project ideas, not the cost. So much can change in 12 to 18 months that you are wasting your respondent’s time and your breath throwing out cost figures that may or may not be the case when it comes time to file. This is not an “election poll” at this stage; it is a planning tool.
• Describe the projects factually, with no sales language. If you pump up the volume on a question or two for projects you really like, you’ll probably get the answer you want. But you won’t know if it’s accurate. Stick to the facts, the reasons the project is being considered, where it might be located, etc.
• Plan for a smaller, follow-up study when it comes time to set the ballot. If you choose to do long-term planning research as described above, put on the calendar another (shorter) study, when you think you have the plan in place, to check for issues with projects and to measure your community’s current tax tolerance.

We’ve helped our clients raise nearly $7 billion in new taxes by starting with pre-election telephone surveys that identify exactly what patrons want, what they don’t want and what they are willing to pay. Contact Rick at rick@patroninsight.com or (913) 484-0920 to get the conversation started for your next election.