With record unemployment, a housing industry in peril and everyone agreeing that our economic recovery will be slower than expected, how can cities and school districts win ballot initiatives designed to increase local taxes?
A few years ago when I was speaking at meeting of California city officials who were assigned the task of promoting ballot initiatives, the questions and concerns were identical to those I received at a recent gathering.
The reality is that in good times and bad, no one likes new taxes. The first President Bush learned this the hard way. But with this said, the majority of us love to feel good. We help people with food donations, stories that touch us and of course at our local churches. The citizens of your community at their core are good people.
Understanding this dynamic, the challenge to positively promoting and passing a ballot initiative which ultimately asks the citizens to increase their taxes is much easier than organizations think. How often at the board meeting do you hear, “We can’t ask now, no one will pass it.” This assumes there is a better time. The reality is simple; if you need the funds for a project, repair or expansion today, then ask for the money today. Waiting in most cases will not improve your chances. Having the correct message will.
How do you develop a winning message? First, find the core of the issue. People know when they are being told only half of the story. Second, find the image of success in your community that most can relate to. Finally, create the commercial and online video to be posted to your website, in a tone that energizes. Spending time showing pictures of an old firehouse will not do it. It will depress, not motivate. Your message has to inspire. The best result is the “I guess so” response when people talk among themselves. “Do you think we should vote yes on proposition 2?” “I guess so.”
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