#SchoolPR Insights Blog

A referendum isn’t just about funding. It’s also about building trust through the words you choose and the way you say them. People won’t remember every detail, but they’ll remember how your message made them feel. Did it confuse them or bring clarity? Did it sound like a demand, or an invitation?

How you communicate can be the deciding factor between a narrow loss and a landslide win. Make it clear that you believe in this referendum, and the community should believe in it, too.

Language is everything to your campaign

If you want a referendum to pass, the facts matter—but how you deliver them matters even more. Voters don’t respond to what you say. Rather, they respond to how your message makes them feel.

You could have a well-researched, carefully crafted plan. But if your messaging sounds complicated or unclear, people will tune it out—or worse, vote against it. It’s likely not because they don’t care. They’re just not connecting with the way you’ve explained it.

That’s where language plays a powerful role. The words you choose can either build trust or create distance. Technical jargon might be accurate, but plain language is what earns understanding. A bullet point of benefits might look good on paper, but a simple, human-centered message resonates more deeply.

People don’t remember spreadsheets. They remember stories. And while your message must be rooted in facts, it also has to speak from the heart. Because at the end of the day, a successful referendum isn’t won through data alone—it’s won through connection.

Refine the message before sharing it

Before you can communicate a message clearly, you have to be crystal clear on it yourself. That may seem obvious, but too often, school leaders rush to the “how” before fully nailing down the “what.” If your leadership team isn’t aligned on the core message, your community won’t be, either.

Start by creating one unified, easy-to-understand statement that explains what the referendum is all about. This is your north star, something you can come back to every time you write a press release, answer a question, share progress reports or post on social media.

Then, build out your talking points by answering these key questions:

• What is the referendum for?
• Why is it necessary right now?
• How much will it cost the average taxpayer?
• What benefits will it bring to students, staff and the broader community?

Once you’ve answered these questions in a clear, accessible way, your message becomes much stronger, and much easier for others to share. The more clarity you bring to the conversation, the more confident your community will feel.

Tone sets the temperature immediately

Tone speaks louder than words. You can have all the right facts, but if your message feels rushed, defensive or overly technical, people might tune out. Voters should feel inspired, not pressured! That’s why the tone of your referendum messaging needs to be informative, enthusiastic and gently inviting.

The words you choose play a big role in setting that tone. Small language shifts can completely change how a message is received. For example:

• Instead of “tax increase,” try “community investment.”
• Instead of “we need more money,” say “we’re asking for support to maintain essential services.”
• Instead of “vote yes to support our schools,” try “here’s what this proposal means for our students and staff.”

Think of your messaging as a conversation, not a campaign. Use inclusive language that brings people in, like “our schools,” “our students” and “our community.” When people feel like partners in the process, they’re much more likely to listen—and to support what you’re asking for.

Lead with stories, support with data

If you want your message to stick, lead with stories, then support them with data. People may skim charts and bullet points, but they remember the student who finally has a quiet space to learn, or the teacher who no longer has to share outdated science equipment with four other classrooms.

Let’s say your referendum would fund building repairs. You could say, “The district needs $15 million for infrastructure upgrades.” Or, you could tell the story of a third-grade class that had to relocate twice in one year because of a leaking roof—then follow it with the dollar amount and timeline for the fix.

That emotional connection matters. It gives your audience a reason to care about the numbers.

Of course, the data still plays a critical role. One powerful statistic—like “this project would reduce maintenance costs by 30% over five years”—can give your story weight. But it’s the story that draws people in. And that’s where lasting support begins.

Repeat often, but don’t be redundant

You don’t need a new message every time you communicate. You need one consistent, unifying message delivered in different ways to fit your audience.

Consider this: a flyer for families, a social media post for the community, and a staff meeting can all share the same core message. What changes is the angle. Maybe in the flyer, you focus on how the referendum supports classroom technology. On social media, you highlight safety upgrades. In the staff meeting, you walk through the impact on employee benefits or staffing levels.

The message stays the same: this referendum matters because it directly supports our students and staff.

Repetition doesn’t mean copying and pasting! Say it again, just not the same way. Use new voices. Add fresh visuals. Vary your sentence length. When people hear a consistent message across different channels, it begins to stick.

That’s how trust builds. Not all at once, but steadily—with every message reinforcing the last.

Test, tweak and take feedback seriously

No message is perfect the first time. No matter how much planning goes into it, smart leaders treat a campaign as an evolving process, rather than a finished product.

Start small. Share your messaging with a trusted group—staff, parent leaders, even a student council. Watch how they react. Are they confused? Do they ask the same questions? Are they repeating your points back in the way you intended?

Listen closely. If something doesn’t land well, revise it. Swap out a term that feels too technical. Add a real-world example. Shorten a sentence that’s too dense. Right now, the goal isn’t to secure a preliminary “yes” from your audience. It’s to connect with them!

Feedback isn’t a critique of your leadership. It’s a reflection of how your message is received. And how it’s received ultimately determines whether the community will stand behind your referendum. Stay flexible, keep your ears open and adapt to what you hear. Your message will become stronger!

Say it like it matters (because it does!)

More than anything, language shapes outcomes. When you communicate with clarity, pure intentions and a strong passion for change, your message does more than inform—it inspires. That’s how referendums turn into resounding wins.

If you’re ready to strengthen your district’s messaging, we’re here to help. The Donovan Group’s referendum communication online module unpacks a roundtable discussion with education experts, revealing strategies and tools designed for school leaders like you.