Note: This MODULE has been peer-reviewed, accepted, and sanctioned by the National Council of Professors of Educational Administration (NCPEA) as a scholarly contribution to the knowledge base in educational administration.
Overcoming Negative Sentiment in Public School
Bond Elections: An Analysis of Three Case Studies
Achieving success in bond elections is
important for the continued growth of school districts; however,
many districts, even those with increasing attendance, are having
difficulty getting the support needed to pass bond referenda
(Bordelon, 2005; Russell, 2005). Voters are often reluctant to
support a measure that will increase their taxes, but each year
there are a number of districts that get permission through bond
elections to raise taxes for the benefit of their schools. However, while there is little research in this area, over 30 years ago
Piele and Hall (1973) noted that a prior failure in a bond election
often correlates with future failures. This suggests that there may
be underlying factors that need to be addressed to develop the
community support required for a successful bond election.
Understanding the dynamics of overcoming negative sentiment may
provide information to districts for developing a plan for bond
election success. What causes voters to vote against bonds? What
can the district leadership do to develop support?
This research analyzes three districts that
had a successful bond election after prior failures, and the
analysis suggests factors associated with overcoming negative
sentiment in bond elections. Results indicate that enlisting
teachers in the bond process, responding to community concerns and
general trust are fundamental factors in bond election success.
This research is important for educational administration programs
for two reasons: First, it provides foundational research
supporting the need for honest communication between district
leaders and stakeholders, and second, it supports other research
indicating the importance of relationship building for successful
school initiatives (Hickey & Simmons, 2005; Hoyle, English
& Steffy; 1998; Koetter & Cannon, 1995).
Research on bond elections is sparse (Theobald
& Meier, 2002), but that which does exist indicates some
general patterns. This prior research has concluded that senior
citizens vote against bond elections (Dismuke, 1994; Speer, 1993);
minority voters vote in favor of bond elections (Hickey, 2004;
Tedin, Matland, & Weiher, 2001); and voters, in general,
support districts that are of high quality (Koetter & Cannon,
1995) and exhibit fiscal responsibility in prior district
decisions (Hickey & Simmons, 2005). Other studies claim that
communication among stakeholders and general district stability are
important to obtaining support for bonds (Holt, 1993; Lode,
1999).
Senior citizens tend to vote against bond
elections (Dismuke, 1994), although some research has found that a
good campaign which educates elderly voters on the educational
benefits of the bond, as well as on the tax exemptions allowable by
law, may help in soliciting support from this demographic (Tedin et
al., 2001). The general belief is that senior citizens do not have
a clear connection with the school system, and as a result, they
may fail to see the personal benefit of school bonds (Dismuke,
1994; Speer, 1993).
Other demographic research has suggested that
African-American and Hispanic voters support bond elections more
than white voters (Hickey, 2004; Tedin et al., 2001). The reason
for this support is unclear; however, the trend toward minority
support fades when trust of district leadership is questioned
(Tedin et al., 2001). In addition, Tedin et al. (2001) proposed
that white voters may show less support in communities where they
are the minority, which aligns with the hypothesis that a lack of
personal connection correlates with negative sentiment at the
polls.
School quality may be a factor in obtaining
support for bond elections (Koetter & Cannon, 1995), as
research indicates a trend toward higher state accountability
ratings correlating with bond election success (Hickey, 2004).
School quality through accountability ratings provides a
quantitative measure that is given to the public, but an improved
perception of the school is likely to be beneficial. This enhanced
perception may occur through consistently responsible use of
financial resources (Hickey & Simmons, 2005).
A final factor in bond election success is
effective communication. District leadership that exhibits
stability and openness to the public earns support for referenda
(Hickey & Simmons, 2005). This support is expressed through
citizen committees and the involvement of all segments of the
community in the process (Holt, 1993). Holt’s (1993) research
supported the finding that communication makes the greatest
difference between success and failure.
The research on bond elections is sparse,
although there are some studies and anecdotal data that provide
factors for success. However, there is no research on overcoming
negative sentiment after a bond election failure, leading to the
development of support and success in a later bond election.
Qualitative studies of districts that have experienced success
after a prior failure may help develop a greater understanding of
factors associated with overcoming negative sentiment.
Method
The use of case studies in qualitative
research provides the foundation for understanding the social
environment in specific contexts. Cultural-context research
examines factors in case studies which are similar (Neuman, 2000).
Through an examination of similar cultures, general themes emerge
suggesting factors associated with the social system. This research
develops the theoretical groundwork for post-positivistic
verification through follow-up quantitative methods (Creswell,
2003).
Three school districts located in Texas were
chosen because of the turnaround experienced in their most recent
bond elections. Each of these districts held a bond election prior
to the successful one in which the voters were overwhelmingly
against the bond as exhibited by the percentage of votes in
favor.
In order to determine factors involved in the
turnaround, superintendents of the districts were interviewed.
These interviews revolved around two themes, which were explored
further from the responses to the two trigger questions: “What do
you perceive to be the factors involved in the early bond election
failure?” and “What strategies did you use to overcome the negative
sentiment before the successful bond election?” In addition to the
interviews, archival data from the districts were examined, and
descriptive statistics from archived sources (Census 2000
Demographic Profiles, 2000; Texas Education Agency, 2002) were
analyzed for factors associated with the original failure and
subsequent success. The data provided insight into the social
factors (Strauss & Corbin, 1998) of both the original bond
election failure, as well as the subsequent success. The data
obtained were written as case studies, and from these, themes were
analyzed and discussed.
Results
Case 1: Getting Stakeholders Involved in the
Bond Proposal
A rural district held a bond election in
February 2002. The community of the district (98.6% white, .5%
African-American, 22.3% senior citizens age 65 and over) addressed
a proposal presented to the voters that included a 6.8 million
dollar construction project that would build a new high school for
this district of 850 students. The superintendent, who was from an
urban area, hired a large architectural firm from a city 80 miles
away. The architects had been through many bond elections in
rapidly growing urban and suburban areas, and they laid out a
strategy of building in which new construction would be ongoing.
This type of plan was fairly costly for a rural district with
steady enrollment, and the proposal announced to stakeholders would
result in a 34-cent tax increase. The superintendent and the
architects believed they had a strong plan, but the voters had the
final say. The bond referendum failed with 88% of the votes going
against the proposal, and the superintendent ultimately decided to
accept employment in another district.
The district promoted the assistant
superintendent to the vacated superintendent position. During the
initial board meeting, the board informed the new superintendent
that they wanted to try the bond again. The new superintendent had
to reflect and receive community advice on some of the errors that
resulted in an overwhelming negative voter reaction to the previous
bond election.
Four themes surfaced whenever the
superintendent asked about the problems of the previous bond
election. First, there was a general complaint that the facilities
the district was currently using were not properly maintained. The
community perceived that the current schools would have been in
much better condition if district leadership had planned
adequately. Second, the previous district leadership was not
concerned with advice from teachers and other subordinate district
personnel, and as a result, teachers were opposed to the bond.
Third, the community was not asked for input on the planning,
resulting in a lack of understanding and support. Fourth, there was
a lack of trust. The community had been made promises in the past
that did not happen, and its members were hesitant to lend support
to plans based on the little information they had received.
The superintendent began to take action in
order to address these issues. Immediately, he met with teachers
and community to solicit their input. He found that most
individuals believed the district would be better off renovating
and expanding existing facilities instead of building a new one. A
facility improvement plan began to develop that included classroom
additions, library expansion, cafeteria, offices, and increased
technology capability.
The superintendent recommended, and the board
approved, hiring an architectural firm that was experienced in
working with rural districts. This firm helped outline a plan for
accomplishing the goals that originated with the teacher and
community feedback. This plan was going to require a bond of 2.5
million dollars, and a potential tax rate increase of 13
cents.
The district leadership began a process of
disseminating information regarding the bond package. Brochures
were developed and mailed to voters. Board members, along with
other district leadership, met with groups to explain the bond. By
law, district funds cannot be expended to promote a bond election,
and the district leadership was careful to ensure legality, but
there was a need to be open and honest about the future plans and
their potential impact on taxpayers.
The result of these actions was a bond
election referendum that passed with 54% of the vote. Upon
reflection, the superintendent felt there were several factors that
influenced a positive vote. First, the stakeholders (teachers and
community) were integral to the planning. In fact, the district
leadership was interested in other construction, but the input
indicated that the voters were not ready for it. Basically, the
community created the foundation of the plan, and they were
addressing needs expressed for years. Second, the teachers
supported the bond election. When the teachers did not believein
what was being done, it was difficult for the rest of the community
to support it. Finally, there was effective communication. The
district wanted to be as informative as possible on the issues
impacting the district, and this helped build trust.
Case 2: Overcoming a Negative Perception of
the District
A district of approximately 2500 students held
a bond election in 1998 designed to improve facilities within the
district. The construction was going to be for a new high school,
which would allow the district to move the junior high into the old
high school, intermediate school into the junior high, and the
elementary into the intermediate school. Moving the children out of
the elementary school was important because of the age of this
school. A newspaper article stressed the importance of getting the
children out of the elementary school building, stating that a
parent was shocked when she took her children to the Elementary
School to learn that they had to go outside one building to another
one to reach the restroom.
In fact, some members of the community were
unhappy that the money from the bond was going to be used to build
a high school instead of an elementary. Community members and
teachers expressed their concerns about this, but the district
leadership moved forward with the plan to build. This created some
uncertainty in this town that had a demographic make-up of 75.9%
white, 20.2% African-American, 4.4% Hispanic, and 21.8% age 65 and
older.
The high school was going to make up the bulk
of the $21 million bond proposition, although $3 million was
designated to improve the Intermediate School, which was going to
be the Elementary School after the campuses moved. These plans were
presented to the voters in a bond election, and the outcome was 75%
against the proposition. Shortly after this defeat, the
superintendent accepted employment in another school
district.
The new superintendent began in the district
in August 2002 with a desire to understand the reasons for a lack
of support in bond elections. A review of election outcomes
indicated that the district lost a bond referendum in 1984 and
1998. This history clearly suggested a lack of support for
educational issues that required a tax increase. In fact, many
members of the community stated that the district would never pass
a bond.
The superintendent hired a consultant to
complete an extensive survey of the community. The survey
illuminated several factors that resulted in decreased community
support. First, there was a lack of trust in the district
leadership. The perception of the previous superintendent was one
of an intimidator who dominated the building committees and ignored
advice. This lack of trust in the district administration was
clearly exhibited in the voting behavior of the teachers, who were
strongly opposed to the previous bond.
A second factor, closely related to the trust
issue, was that the plans exhibited during the previous bond
election were unclear. Although there was a discussion concerning
construction, no site was ever determined or presented. In an
environment without trust, lack of clarity and precision further
exacerbated the issue.
On the first day of school, after the hiring
of the new superintendent, a staff development meeting was held
where all teachers were asked to list the top five needs of the
school district. The first need they stated was to build a new
elementary school, and the next request was for better staff
development. The superintendent’s request for advice, as well as
the subsequent action he made to address the teachers’ concerns,
had the effect of beginning to develop trust between district
leadership and faculty. Teachers are often key communicators in the
community, and as they felt their influence increase, their
vocalized opinions about the plans for the district revealed
optimism. As the superintendent stated after spending time with the
teachers and community, the failure of the previous bond was
“totally a trust issue.”
A new facilities committee was created and it
met regularly for several months. It had the responsibility to
research and develop a plan for the proposed bond. The committee
wanted to be able to answer the toughest questions of the
community. After developing this plan, the members led a town hall
meeting to discuss the proposal. The meeting had 600 community
members in attendance to hear the bond proposal. The consensus from
this meeting was that the plan was good except for two things—the
attendees wanted to see the bond include a new band hall and an
enlargement of the high school library.
These suggestions were added to the bond
package, and the plan to present it at the ballot box was
developed. In developing the ballots, the bond committee and
district leadership decided to address the trust issue even
further. They outlined on the ballots what the funds would be used
to purchase; furthermore, they provided three separate propositions
for the voters to consider. The first proposition provided for the
construction of the elementary school, and a new gym and dressing
room for the middle school. This proposition would resolve the top
needs, which were an elementary facility and a new gym since the
current middle school gym was old and without dressing
rooms.
Proposition two would provide the funds for a
career and technology facility, and renovate the science classrooms
at the middle school. Proposition three would improve the athletic
facilities. This proposition was designed to focus on the girls’
facilities in order to provide Title IX equity.
In addition to developing the propositions,
the district leadership wanted to ensure continued maintenance and
efficiency. This was accomplished through a strategy to replace air
conditioners in the district and demonstrate evidence of better
general maintenance.
The date used for the bond election was part
of the strategy as well. The plan was to set a date that
corresponded with the early part of the football season, and early
voting booths were set up at the high school during a home football
game. The district wanted to have a large voter turnout, and this
strategy provided for it.
The result was positive. Proposition one
passed with 68% in favor, proposition two had 64% in favor, and
proposition three had 61% in favor. The efforts to communicate with
voters, clarify goals, and build trust resulted in strong support
at the polls.
Case 3: Overcoming Organized Opposition to
Bonds
The district of 17,000 students had an
infrastructure that was beginning to crumble. Portable buildings
existed on most campuses, and many of the schools were old and
inadequate. A 2002 bond proposal sought to accomplish the goal of
improving this infrastructure; however, early in the development of
the bond many influential individuals vocally opposed it, stating
that a $293 million referendum was too large and did not focus upon
the most important needs of the district. As a result, support
diminished and the bond proposal failed. There were only 32% of the
voters in favor of the bond, which came from a community that was
61.9% white, 26.6% African-American, and 15.8% Hispanic. In
addition, 15.2% of the community was senior citizens age 65 and
older.
The district superintendent involved with this
bond retired soon after the referendum defeat. The district need
for a bond had not changed, and the new superintendent hired by the
school board was quickly made aware of this need. The
superintendent took the job knowing he would be expected to develop
a plan resulting in a successful bond election.
Immediately, the new superintendent began to
meet with community members in order to determine the factors
involved in the failure of the first bond election. Through
community interaction he determined that there were doubts about
the district’s ability to handle funds and concerns about the
insufficient detail in previous plans. For example, the bond plan
did not include in the costs the amount needed for demolition,
which would be considerable. In addition, the community felt that a
multi-phased approach to a bond would be better, but the previous
bond proposal included all concerns in the district, and the $293
million package was too intimidating. Such intense anti-tax
sentiment existed that a consulting group had been hired by members
of the community to campaign against the bond.
The new superintendent listened to the
community members and acknowledged their concerns, but he wanted
the district’s focus to be on student achievement. His
communication to stakeholders addressed this mission, and other
issues were peripheral to this purpose. One of the peripheral goals
was to improve financial accountability, so he restructured the
central office to focus more clearly on student needs and eliminate
positions not associated with this mission; and then he developed a
long-term preventive maintenance plan to ensure increased use of
existing facilities.
A company whose expertise is analyzing
educational facilities completed an audit of the district that was
presented publicly. The audit indicated the areas in vital need for
improvement, and a plan was developed to address these needs. The
plan included the need for bond funds to allow for construction and
renovation.
With the district focused on student
achievement and financial accountability, and facilities being
described by an auditas an important component to developing the
mission of the district, the superintendent was ready to move
forward with the bond proposal. From his first day on the job, the
new superintendent wanted to be open and clear with information
about the district. He also wanted to be able to answer any and all
concerns from the voters.
The increased openness became a catalyst for
overcoming the negative sentiment. Key people in the community
began to vocally give their support for the bond election.
Newspaper editorials were generally positive, and local radio
personalities discussed the benefits. A community “get out the
vote” committee formed and began receiving donations to handle
expenses during a campaign in favor of the bond. All of this was
occurring in a town that was traditionally anti-tax. The new
district leadership had communicated effectively both verbally and
through previous actions to increase student achievement, financial
accountability, and community input.
Although there appeared to be significant
support, legitimate concern arose because of the voter precedents
in the community. Historically, any attempt to raise taxes was
challenged, and it often met with defeat. Nevertheless, the bond
election was held on a uniform voting date with the expectation of
greater voter turnout. One proposition was placed on the ballot for
$96 million. The result was a positive outcome with 68% of the
voters approving the bond referendum.
Discussion
Each of the three bond elections researched
varied significantly in size and demographic make-up, and each had
some unique issues. Despite these differences, similarities in
actions taken to overcome negative sentiment, which provided the
foundation for bond election success, emerged in each case. These
included the earning of trust, development of support among
district employees, and communication with the stakeholders in
general. Although each successful bond election occurred after a
change in district leadership, this was not a factor in choosing
the districts for this research; however, this fact may underline
the importance of district leadership in bond election
success.
Earning of Trust
Trust becomes one of the foremost factors in
the ability to plan a successful bond election after prior
failures. The superintendents interviewed in the case studies
perceived that the negative sentiment was due to a lack of trust
between district leadership and voters. This perception is
supported by the community feedback received by the superintendents
during their research upon entering the districts, as well as the
simple fact that new leadership was in place during the successful
bond election. The previous superintendents may have been able to
improve voter trust, but if they were a part of the district
leadership when trust was compromised, altering perception would
likely be difficult.
The superintendents believed trust was the
foundational issue that must be addressed, and they addressed it in
several ways. One means of addressing trust was asking for less of
a commitment from the stakeholders. Each successful bond was less
than the previous failure, but the superintendents did not believe
this was a major factor in the change in sentiment. However, the
district leadership felt it was important to exhibit responsibility
with a smaller bond election to build the trust of the
community.
Handling the funds from the bond election
would occur after success, but the district leadership had to
develop the foundation of trust through listening to stakeholders.
Sometimes, this occurs by working with teachers. Teachers have more
at stake than most other stakeholder groups. If they live in the
district, they will feel both the impact of a tax increase and the
benefits involved with improved facilities. Despite the potential
positive factors, in two of the cases the teachers did not support
the original bond election because of lack of trust. Developing
teacher support, which will spread because of teachers’ influence
in the community, is fundamental to a successful bond
election.
Although teacher support is fundamental,
success in bond elections will require a larger constituency in
favor of the referendum. Again, trust is essential. The community
needs to believe the district will follow-through on their
promises. If there has been a perceived betrayal of this trust in
past actions, support would have been difficult to earn. One of the
best ways to earn trust, based upon these case studies, is to show
fiscal responsibility. This is largely done through streamlining
staffing and increasing the maintenance of buildings.
But trust is more than following through on
promises. Trust comes from liking the person, or people, or
authority. People who “do what they say” are liked because their
actions and speech are congruent, and as a result, they are usually
trusted. In addition, people tend to like those who are similar to
themselves in values and personal characteristics, so the more the
district leadership is communicating with stakeholders, the greater
the likelihood of developing a feeling of kinship.
Development of Support
The data also suggested that a fundamental
issue involved in acquiring support for bond elections was the
development of connections in the district. A school district
should create an environment where all factions of the community
feel a connection with some individual or group in the school
district. The factors involved in obtaining bond election support
(i.e., getting the support of teachers, listening to the community,
and communicating with all stakeholders) may be viewed as a result
of these relationships.
Teachers develop relationships throughout the
community. Not only do they teach students, they are integral to
parents’ understanding educational and social issues. Each teacher
has several peripheral relationships that tie others into the
familial environment of the school. The potential impact upon
others may increase in relation to a teacher’s involvement in the
community. This explains the importance of teacher support in a
bond election. A supportive teacher may positively influence the
votes of many community members, and a majority of teachers in
favor of the bond may provide the foundation for success due to its
web of influence.
Listening to the community has some of the
same effects. As district leaders ask stakeholders their opinions
on matters, and this advice is adhered to, there develops a
stronger relationship between community and school district. The
mutual respect that is created from this process may increase the
feeling of oneness, thus increasing the likelihood of bond election
support.
Communication
Lastly, communication is a general mechanism
for providing information about the school district and creating
connections. Communication about the school district should be
ongoing. A sudden desire to express the accomplishments of a
district may generate distrust. However, a comprehensive plan to
communicate with all stakeholders’ information about the district
should create a foundation for developing connections. Enlisting
disenfranchised stakeholder groups, such as senior citizens, to
become a part of the school district may help create the
familiarity needed to develop support for the district.
Conclusions and Recommendations
Bond elections are important to the growth of
school districts and are not to be planned without understanding
one’s stakeholders. Although this may be understood as an extension
of the kinship bias where relationships with stakeholders foster
connectivity, two related practical factors for the failure of bond
elections were evident in the case studies. One, the district
leadership in the failed attempts did not get the teachers involved
with the bond election process. This alienated a demographic that
should have been the biggest supporter of the bond election.
Teachers not only have the most to gain from the capital
improvements, but they also have significant influence in the
community. Two, the district leadership in failed attempts did not
heed the warning signs from the community in general. As concerns
about the bond proposal began to arise, the district leadership
either ignored the warnings, or did not have a system in place that
provided information on the sentiment of the public.
Finally, along with building relationships,
there must be a building of trust. Stakeholders are resistant to
support financial measures in districts where there has been a
betrayal of trust. Trust transcends the time when bond elections
are being held and is developed continually during interactions
among district employees and stakeholders, as well as proven
through actions that exhibit fiscal responsibility. This foundation
is important in all endeavors, but may be recognized more clearly
during voting time, which provides a quantitative measure of
stakeholder support.
Addressing these factors was important for
overcoming negative sentiment in the case studies. The
superintendents analyzed the prior failures to help guide them in
strategies for bond election success. Based upon these studies, the
following steps are recommended for handling bond elections,
especially where there is underlying negative sentiment:
- The district leadership should meet with teachers early and
often about bond election plans. These meetings should have two
purposes: to solicit advice and inform of progress. The teachers
need to feel a sense of ownership concerning the happenings of the
district. As this happens, they may communicate with other
stakeholders, which may create synergy about the bond
proposal.
- The district leadership should meet with other stakeholders
and be prepared to answer tough questions regarding bond proposals
and financial responsibility. The successes in the cases were
developed through consistent communication and openness of
information with regard to skeptical community members.
- The district leadership should recognize that achieving
success in bond elections is predicated upon a base of support that
trusts the district and district leaders, and that trust must be
earned daily through kept promises, open communication, and ongoing
responsible use of district resources. Once the foundation of trust
is achieved, other communication becomes easier.
Each of these suggestions is interdependent.
Trust is built through honest communication with teachers and
community members, and communication becomes more effective with
trust; therefore, trust emerges as the main factor for overcoming
negative sentiment.
This research provides an important foundation
for the importance of relationships within the community for bond
election support, but more importantly, it supports the general
need for good communication and openness among stakeholders.
Creating an environment that builds upon trust is important for
administrators, and educational administration programs need to
emphasize this factor in developing community support.
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