A 3 Part Series
Welcome back. During the first series readers were introduced to the current voter environment. Let’s now learn about the “Hayward Model” and why it was successful.
THE CRITICAL FACTORS. Bob O’Neill, the former Executive Director of the International City/County Management Association (ICMA), noted “…most successful ballot measures are: (1) clearly written to address specific, identified needs; (2) developed through a community engagement process; and (3) are put forward by a trusted agent.” [1]
Transportation for America, an organization dedicated to keeping levels of government connected and investing in transportation, states that “Common reasons for [a ballot measure] failing the first time…[include] public perception, too much money, not the right mix of projects, consequences aren’t apparent, weak coalition or campaign coordination, [and] not enough campaign planning and infrastructure.”[2]
Understand the Environment – Both of these quotes speak to understanding the current environment and attitudes of your community. “The backbone of any campaign is quality data.”[3] In this case, “data” means everything, not just numbers and projections. How do you gather such data? Polling, of course but more importantly, ask your prospective voters – ask and listen. What’s important to them? Why? Does it coincide with the project or outcomes the jurisdiction is looking to fund with the increased revenue? If not, how do you adjust?
In what I refer to as the “Hayward Model”, listening and providing feedback led to two successful ballot measures at the City of Hayward in succeeding elections: an increase in local Sales Tax (67.3% yes)[4], and an early renewal of a Utility Users Tax (73% yes).[5] In both cases, understanding the environment meant soliciting feedback through a variety of methods, walking and talking multiple times, providing feedback and correction, engaging in studied conversations with the community and thought leaders, and polling.[6]
[1] Municipal Research and Services Center (MRSC) www.mrsc.org; September 25, 2014, “What Makes A Successful Ballot Measure? A Look at the Data” by Tracy Burrows.
[2] www.T4america.org, “Hallmarks of Successful Transit Ballot Measure Campaigns”
[3] Mike Madrid, GrassrootsLab, “Finance Officer’s Guide to the Tax Measure Galaxy”, CSMFO Annual Conference, January 10, 2019.
[4] https://ballotpedia.org/City_of_Hayward_Sales_Tax,_Measure_C_(June_2014)
[5] https://ballotpedia.org/Hayward,_California,_Utility_Tax_Renewal,_Measure_D_(June_2016)
[6] Polling was geared toward continued understanding of voter attitudes and perceptions rather than the traditional “voter poll” on the ballot measure itself, although some of that was included. It was a Community Satisfaction Survey, which now gets conducted on a regular basis.
Fran David is a recently retired City of Hayward City Manager, former City of Berkeley Director of Finance, a former CSMFO Coach and Mentor, an Advisory Board Member for Avenue Insights & Analytics, an executive coach, a published writer, blogger, consultant, and owns and operates InsideOut (a website dedicated to intelligent, honest, and respectful discussion). It is her hope that InsideOut helps to further much needed community conversation and mutual problem solving.
