ISD Sinking Fund
ISD Sinking Fund Millage Renewal Campaign
In the current political and economic climate, securing and retaining funding is imperative for school districts. Covid era supplements are running out. Federal funding is in flux. Getting your bond, millage or sinking fund passed is more important than ever.
We can help. Here’s how our team members helped a prominent Independent School District (ISD) pass a sinking fund initiative that would generate nearly $8 Million over the course of ten years.
Eliminating That Sinking Feeling
The first hurdle is the name of the fund itself. Most people understand what a bond or millage is but have no idea what a sinking fund is. On top of that, sinking fund is a terrible name. The word “sinking” has all kinds of bad connotations, especially in terms of sinking money into something. We not only had to educate the public about what a sinking fund was, but also do it in a way that eliminated, or at least mitigated, the negative connotations.
A sinking fund is a millage levied in Michigan dedicated to supporting the repair and construction of school buildings. It is a pay-as-you-go method for building repairs and projects. Unlike a loan, the district does not pay any interest on the money used.
Getting Insight Through Research
To get a good picture of the voting public’s attitudes towards supporting a sinking fund for the district, research was done. The research found:
- Most people had never heard of a sinking fund and did not know what it was.
- Voters held the district in high regard and were generally in favor of the sinking fund.
- With new absentee rules in place, a larger population planned to vote early.
A Strategy for Every Challenge
Strategy: Create content to educate the public across multiple media. This included creating infographics, an FAQ section for the website and an animated explainer video that walked viewers through what it is, how it’s used and why it’s needed. The video was shared on their website’s sinking fund landing page, on social media and at in-person meetings.
Strategy: Besides educating voters as to what it is, we positioned it as a “Zero Tax Increase” proposal. Since it was a renewal of a previous bond, it wouldn’t increase what they currently paid.
Strategy: Take advantage of the low turnout by increasing the number of people supporting the initiative going to the polls. We created a targeted data list of people most likely to vote yes and targeted them with direct messages via direct mail, social and digital ads to get to go out and vote.
Strategy: Accelerate the messaging timeline to concentrate on absentee voter engagement much earlier in the campaign. Create a sub campaign around the theme “absentee, not absent.”
Strategy: Find allies like parent groups and the teacher’s union who can ask people to vote yes. Give them information, guidance and materials they can use. Get them to ask for the yes vote.
Strategy: Train the superintendent and staff on how to deal with vocal detractors in general and offer advice on specific incidents.
On To the Main Event!
Of course, getting the fund passed was our main objective. To that end, a diverse campaign strategy was implemented, including PR, posters, flyers, yard signs, direct mail, social media, online videos, infographics, paid social ads, digital ads, a special landing page on the district site and more.
Pocket cards were created and given to school employees, parents and students that allowed everyone to have the campaign’s key messages at hand to easily answer questions or provide information to anyone they interacted with. Since parents of the ISD’s students were likely yes voters, flyers were sent home with all students and the kids were encouraged to ask their parents to get out and vote.
A presentation deck and talking points were provided to the superintendent and key staff for presentations at in-person meetings with community groups and local organizations.
Goals Achieved
- The initiative passed with a 2-to-1 margin, securing the needed funds for the district.
- The extensive educational and multi-media campaign effectively raised awareness about the sinking fund and its importance.
- The landslide victory provided the superintendent with a strong mandate and the necessary support to implement the funded projects.
