Repair, Build, Thrive.
The Ask
K-12 School District Sinking Fund Millage Renewal Campaign
A large K – 12 school district had a sinking fund initiative on the ballot they needed to pass. If approved it would generate nearly $8 Million over the course of ten years. The first thing we did was to do research to find out the attitudes of voters in the district towards the district and the idea of passing a building and site sinking fund to support it.
Understanding the Challenge: Educating Voters on Sinking Funds
A Sinking Fund is a millage levied in Michigan dedicated to supporting the repair and construction of school buildings. The Sinking Fund is a pay-as-you-go method for building repairs and projects. The district does not pay interest on the money used.
The Solution
Initial Research and Analysis
Research showed that the district was held in high regard and voters were generally in favor of the sinking fund. It also showed that a larger than before part of the population planned to vote absentee. This meant we needed to concentrate on absentee voter engagement for school funds and getting the yes votes to vote in a non-presidential election. It also meant we had to start spreading the word earlier than usual, as many could cast their votes before Election Day. The research also showed that most people had never heard of a sinking fund and did not know what it was. So, another part of the task at hand was educating the public on not only why we needed a sinking fund, but what it was.
Hudson Collective’s people addressed these needs through the following strategies:
Initial Research and Analysis:
Voter Attitudes: Conducted research on how to pass a school sinking fund and to gauge voter opinions on the district and the sinking fund initiative.
Voter Behavior: Discovered a significant portion of the population planned to vote absentee and needed to engage these voters early.
Education Needs: Identified that most voters were unaware of what a K-12 sinking fund initiative was and needed education on its purpose and benefits.
Comprehensive Approach: Implemented a diverse campaign strategy including PR, posters, flyers, direct mail, social media, online videos, infographics, paid social ads, digital ads, and a special landing page on the district site.
Educational Content: Created FAQs and educational materials to explain the sinking fund.
Community Engagement: Held in-person meetings with community groups and local organizations and provided social media training for district staff.
The Impact
Successful Passage: The initiative passed with a 2 to 1 margin, securing the needed funds for the district.
Informed Voters: The extensive educational and multi-media campaign effectively raised awareness about the sinking fund and its importance.
Superintendent’s Mandate: Provided the superintendent with the necessary support and mandate to implement the funded projects.