1. BUILDING PUBLIC SUPPORT FOR A SUCCESSFUL REFERENDUM

2. REFERENDUM FOR ELECTORAL DEBT Local Government Unit Debt Act: Department of Community and Economic Development PA Law – 53 Pa.C.S. Sections 8041-8049

3. OPTIONS UNDER THE DEBT ACT: Electoral Debt: Board authority to incur debt within borrowing limits Non-Electoral Debt: Board may incur additional debt if: Majority of voters approve in a referendum Proceeds used for a defined project Mills reduced/eliminated when debt is paid Allows board to exceed Act 1 index

4. STEPS FOR ELECTORAL DEBT 1.Adopt resolution - 90 days of election. 2.Advertise Election – not less than 14, nor more than 21 days before election (newspaper, legal journal) 3.Present Ballot Question to County Board of Elections: a. Specific language b. At least 45 days before election

5. TYPES OF ELECTION Regular Scheduled by County – No Cost to District: Municipal General Primary Special – District incurs all costs: As defined by board (assumes notification requirements)

6. BALLOT QUESTION Shall debt in the sum of $47,900,000 for the purpose of financing construction of a new high school be authorized to be incurred as debt approved by the electors? May not use alternate wording May note “and other capital projects”

7. AFTER THE VOTE If yes: Issue debt Spend debt only on projects defined in question Increase millage above Index Decrease when debt paid off If no: Seek additional referendum – 155 days or more after election Issue non-electoral debt within debt limit (tax increase within Act 1 limit) Delay, refinance, or cancel project

8. A TALE OF TWO CAMPAIGNS: UNIONVILLE-CHADDS FORD

9. REFERENDUM – ROUND 1 Shall debt of Unionville-Chadds Ford School District, Chester and Delaware Counties, Pennsylvania, be authorized to be incurred as debt approved by the electors in the sum of up to Sixty-Two Million Five Hundred Thousand Dollars ($62,500,000) for the purpose of renovations and additions to Unionville High School and its campus? Regular Election YES 40.2% (3,979)NO 59.8% (4,755) 49.5% Voter Turnout

10. REFERENDUM – ROUND 2 Shall debt of Unionville-Chadds Ford School District, Chester and Delaware Counties, Pennsylvania, be authorized to be incurred as debt approved by the electors in the sum of up to Thirty Million Dollars ($30,000,000) for the purpose of renovations and additions to Unionville High School and its campus? Regular Election YES 45.6% (3,222)NO 54.4% (4,791) 59.97% Voter Turnout

11. A TALE OF TWO CAMPAIGNS: DONEGAL SCHOOL DISTRICT

12. REFERENDUM – ROUND 1 Comprehensive K-12 Plan Included athletic facilities $117,000,000 Special election Designs and elevations developed “Yes” votes energized … but so were “no” votes Defeated 72% to 28%

13. REFERENDUM – ROUND 2 Focused on common ground from first referendum … New High School  Eliminated “moving parts” Held community forums Acknowledged public input when appropriate:  No additional architect fees  No special election  Eliminated “hot buttons”  Modified design Defeated – 52% to 48% (176 votes)

14. OBSERVATION Two approaches to referendum: 1.Sell the project board/administration develops to voters, or 2.Ask the voters what they can support and develop project around those expectations

15. LESSON #1 Every decision is impacted when a referendum is pending:  Annual budget  Contract negotiations  Conference attendance  Customer service

16. LESSON #2 Keep it simple …  Then make it more simple  Define acronyms, terms, Acts  Assume zero knowledge … but don’t “talk down”  Minimum information as part of presentation – but:  Anticipate questions (state reimbursement, zoning issues, PSERS rate, etc.)

17. LESSON #3 Don’t assume support (or lack thereof) from:  Teachers  Parents  Senior citizens

18. LESSON #4 Consider community standards in your presentations:  Too flashy?  Too tacky?

19. LESSON #5 Less is more:  Remove excess “moving parts”  Focus on most important item – example: overcrowded conditions  Avoid temptation to answer every question – “I don’t know” or “I can’t predict” is acceptable  Ability to say “we haven’t decided … what do you think?”

20. LESSON #6 Stick to the facts, don’t:  Embellish  Criticize previous board decisions  Predict

21. LESSON #7 Remove reasons to vote “no:”  Athletics  Impact to low-income tax payers  Perceptions of excess (“weight room” vs. “fitness center;” “art classroom” vs. “art studio,” etc.)  Architect fees

22. LESSON #8 Consider “customer service” impact when developing procedures:  Right to Know requests  “Live” person vs. automated attendant  Board meetings

23. LESSON #9 Recognize that matters beyond your control may occur:  Poor economy  Election day weather  Stealth campaign  Placement of question on ballot

24. LESSON #10 Even if no referendum on the horizon; never too early to:  Listen  Give credit to community, others  Improve relations  Build community support/understanding  Identify key communicators – including opposition:  Develop communication links:  E-mail list, breakfasts, community events

25. LESSON #11 If you anticipate referendum - plan early  Develop strategy:  Sell vs. listen  Large vs. small  Once vs. multiple  Prepare to modify plans – incorporate ideas because “we heard you say …”  Communicate message – then repeat

26. LESSON #12 Plan what you will do if campaign is not successful: If options truly do exist If no options exist

27. SUMMARY Voter support of a referendum for building projects is possible:  As referendum becomes more common  Where public trust is in place  As districts develop and implement PR strategies

28. Amy J. Swartz, PRSBA Business Administrator Donegal School District 1051 Koser Road Mount Joy, PA 17552 (717) 492-1305 amy.swartz@donegal.k12.pa.us Rich Hug, PRSBO Director of Technology & Communications Unionville-Chadds Ford School District 740 Unionville Road Kennett Square, PA 19348 (610) 347-0970 rhug@ucfsd.org CONTACT INFORMATION: