Winning Bond Elections During Bad Economic Times

1. Winning Bond Elections During Bad Economic Times ACCT Convention October 8, 2009 San Francisco, CA Denise Frisbee, Trustee, Portland Community College, OR Dr. Preston Pulliams, President, PCC, OR Kristin Watkins, Assoc. VP College Advancement, PCC, OR

2. Portland Community College Largest postsecondary institution in the State of Oregon 87,000 students (26,400 FTE) 1,500 square mile district (size of Rhode Island) Includes part or all of 5 counties and 13 school districts Mix of urban, suburban, and rural populations Many workforce programs at capacity; outdated equipment; enrollment increasing and students on waiting lists Last bond measure passed in 2000 (took 3 attempts)

3. PCC Bond Measure The Cost: $374 Million 32.9 cents per $1,000 assessed value < $8/month for house assessed at $280,000 The largest educational bond measure in the state�s history The Goal: Expand workforce training, update equipment/ technology, serve more students at 3 campuses and 1 major center Build/open 3 new education and training centers Make health/safety/energy efficient upgrades at 6 existing campus/center locations

4. The Timeline: Getting out Early 2005-2007 Bond program planning March 2007 Consultant on board Sept 2007 First poll, shows 59% support initially, 65% after hearing arguments Oct 2007 Board votes to direct the College to prepare a bond measure Jan 2008 Campaign staff on board Mar 2008 Board votes to refer bond to the ballot

5. The Timeline: Economy in Decline Sept 2008 Second poll, 52% initial support, 57% after poll Sept 7 US takes over Fannie Mae/Freddie Mac Sept 14 Bank of America takes over Merrill Lynch Sept 16 Federal reserve loan to AIG Sept 21 Bailout talks begin Sept 29 S&P has worst day since 1987 Oct 2008 Congress passes bailout plan Nov 2008 The election � Passes with 53% of the vote!

6. Preparing for Success Laying the Groundwork: 2 to 3 years before Building Community Support the election Assessing Viability: 12 to 18 months out Testing your Messages Running the Campaign: 9 to 12 months out Demonstrating a Compelling Need

7. Laying the Groundwork Role of the Board of Directors: Make getting out in the community a priority for your President (from the hiring process to annual evaluation) Get out in the community yourself

8. Laying the Groundwork Role of the College President: Increase your visibility in the community, especially with business Identify potential vulnerabilities and address them now Build internal awareness about the need for a bond Develop a strong bond plan and provide opportunities for internal involvement

9. Laying the Groundwork Role of the College Advancement Office: Develop methods to communicate with voters if you don�t already Remind voters of the accomplishments of your last bond measure Start setting up the need for a bond measure in your communications Expand your College Foundation�s vision to include funding beyond scholarships

10. Assessing Viability Role of the Board of Directors: Conduct frequent check-ins on bond planning, costs, polling Build a sense of Board responsibility and commitment

11. Assessing Viability Role of the College President: Invite both the external and internal community in to hear the challenges you are facing Secure the support, or at least �non-opposition�, of your key union/employee/student groups Meet with business, government leaders to vet their support Hire a campaign consultant

12. Assessing Viability Role of the College Advancement Office: Hire a polling firm to test your issues/bond program components Arrange (internal and external) community presentations Keep setting up the need for a bond measure in your communications Offer the public opportunities to provide feedback Start talking with your Foundation about support

13. Running the Campaign Role of the Board of Directors: At least one trustee must be a champion Everyone must be unanimously supportive in public Represent the college at community meetings, fundraisers, editorial boards Make a financial contribution to the campaign

14. Running the Campaign Role of the College President: Make the bond the top priority for your time Raise money for the campaign, most will come from business Loop back to all your internal constituents (meetings, emails, presentations) Present before all your major business/community associations and some of the minor ones too