How to Communicate Your School Referendum with Confidence
For the average person, a school referendum is something they have to vote on. But it’s way more than that! A referendum speaks to the future of your schools. Leaders must put in the work to explain why the funding matters and what it will actually do.
When people understand the “why,” they’re much more likely to get behind it.
Nail down what you’re asking for
Before explaining the referendum to others, you need to fully understand it yourself. That may sound obvious, but it’s an easy step to overlook!
Start by getting clear on the type of referendum you’re running—operational, capital or renewal—and what it will fund. The more specific, the better.
Then, translate that information into plain language. Aim for a short, simple summary that anyone can understand at a glance. Clear wording is easier to follow, yes, but it also helps the message resonate with your audience.
Build trust through transparency
Trust isn’t built overnight. And, it definitely isn’t built with vague promises. Your community deserves the facts!
Be transparent about the details. What’s the cost? How will the funds be used? When will the project begin, and how long will it take?
Use multiple channels to share this information: emails, social media, postcards, even face-to-face conversations. And remember, your tone matters. Keep it informative, not persuasive. You’re not just asking for a vote; you’re asking for an informed vote.
Converse with your community
A strong referendum campaign doesn’t talk at people. It brings them into the conversation! Hosting open forums, holding Q&A sessions and creating opportunities for two-way communication shows your community that their input matters.
When people feel heard, they’ll trust the process. They’ll also share the accurate, helpful information you give. That trust spreads, and it starts with listening.
Even small, one-on-one moments can earn a “yes” from voters. Responding to a parent’s question or following up after a meeting nurtures essential relationships with the public. Connecting with others is far more than a task to check off!
Win a resounding “yes!” from the public
Communicating a school referendum is all about helping your audience understand the “why” behind the ask. Real trust is rooted in honesty, a clear purpose and amplifying the community’s collective voice. A referendum is something they should want, too!
Need some extra support? Explore our online module, where leading experts reveal how to communicate a school referendum effectively.
Published by:
Joe Donovan
Founding Partner and President, Donovan Group