1 / 31

How to Win Your Municipal Finance Measure

How to Win Your Municipal Finance Measure. Action Steps Every City Should Take to WIN. Finance Measures Can WIN, Provided That:. The measure addresses a critical need which is urgent .

chelsi
Download Presentation

How to Win Your Municipal Finance Measure

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  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 state’s 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 what’s 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 (50+1) 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 2/3’s (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 – don’t 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.

More Related