Before the Ask: The Real Work of Referendum Communication

In school communications, we talk a lot about clarity, consistency, and transparency. Few moments put those values to the test quite like a referendum.

Referendum communication isn't just about explaining the "what" and "how much" just prior to election day; it's about helping your community understand the value your schools bring, not only to students, but to the strength, success, and future of the entire community. That work starts with being intentional about how and when you engage, creating space for two-way communication, and building trust through consistent, strategic messaging that connects your schools to the priorities and values of your entire community.

Here's a hard truth: Flipping the switch three months before election day and hoping your message sticks isn't going to cut it anymore.

Successful referendum campaigns are built on a foundation of communications that are clear, strategic, and sustained well before, during, and after the vote.

Before the Referendum: Build Cadence … and Trust

When a district goes out for referendum, it's not just asking for money; what you're really asking for is trust. Trust that you've been good stewards of public resources you've been given to that point. Trust that your plan is student-centered and fiscally responsible, and you'll remain a good steward of the future financial support for which you're asking. And trust that you're telling the full story.

But trust isn't built during the campaign. It's earned over time through transparent, consistent, strategic communication that happens well before a formal ask. That means:

• Establishing a cadence of communication through newsletters, board updates, financial transparency efforts (think annual report), and engagement opportunities for two-way communication
• Telling your story clearly and consistently about how past taxpayer investments have supported students, why additional funding is needed now, and how future resources will support the district's priorities
• Grounding your messaging in your district's mission and values, ensuring that what you communicate reflects who you are, where you're headed, and how every initiative supports student success and community growth

Engaging your community and building trust isn't just a box you need to check … it's the heart and lifeline of your future referendum communications. Think of it this way: if the only time your community hears from you is when you need their vote, you've already lost ground - and trust. But if your district is a reliable narrator, informing, listening, communicating with consistency, and engaging your constituents and including them as part of your team … you're already winning and on track to understanding, and hopefully support at the ballot box, from your community.

I really can't stress this part enough: the real work—the most important work—of referendum communications happens years before you make your ask. If you haven't already, start now.

During the Referendum: Clarity, Strategy, and Execution

Once the Board officially adopts a referendum resolution, your communication strategy needs to expand to support what's next. The values remain the same—clarity, trust, and consistency—but the focus now includes integrating referendum-specific strategic messaging into the communications cadence you've already established.

Referendum communication should supplement your ongoing outreach, not overshadow it.

The key is aligning referendum messaging with your district's broader narrative and strategic communications goals, reinforcing your priorities, supporting your mission, and connecting the referendum to the work your community already sees and values. At this stage, your communications plan should already be comprehensive, not reactive. That includes:

• A strategic message framework that explains the "why," outlines the financial impact, and connects the referendum to student outcomes
• A communications calendar with defined content across platforms (web, print, social, and face-to-face outreach)
• Resources that are visually-appealing, easy to understand, and accessible across platforms; this includes clear, well-organized website content, FAQs, fact sheets, cost calculators, videos, and/or display boards as examples
• A clear voice and brand that carries through all materials (and spokespersons), to help strengthen community confidence through transparent, consistent communications

Good strategy creates direction. Good tactics make it work.

Is your referendum website easy to find? Do your website pages load quickly? Is the information timely and accurate? Is the information able to be translated appropriately? Are your visuals branded and designed for ease of understanding? Is your mailing timed to land a few days before early voting? Do your digital ads reflect the same message points as your community presentations?

Every piece of the puzzle matters. When even one is missing, it can keep your community from seeing the complete picture of what your district is working toward and why their support matters.

After the Referendum: Win or Lose, the Work Continues

Whether the referendum passes or fails, communication shouldn't stop on Election Day. In fact, this final phase is where credibility is solidified or lost.

Post-referendum communication should include:

• A clear and timely update to your community thanking them for their engagement and explaining next steps
• A follow-up message to staff and families that reiterates the district's commitment to students, regardless of the outcome
• Transparency about what comes next, how funds will be allocated (if your referendum passed) or what adjustments are required (if it failed)
• Opportunities for ongoing engagement (especially if another referendum may be on the horizon)

This phase is also where you return to your pre-referendum cadence. The referendum is, realistically, one tiny moment in a much longer narrative about your district's goals, priorities, and relationship with the community.