Abstract
Purpose. The purpose of this study was to identify the strategies used by superintendents, chief business officials, and school board members, and the perceived effectiveness of the identified strategies in successful Proposition 39 general obligation bond (GOB) elections. Methodology. The methodology selected was descriptive, ex post facto research. The study examined ten school districts' successful Proposition 39 general obligation bond elections. Interviews with school district officials, including superintendents, chief business officials, and school board members from each district were utilized to determine the strategies used and the perceived effectiveness of those strategies in passing the Proposition 39 GOB. Findings. Phone banking was the only strategy that averaged the highest effectiveness rating. Bond consultants were viewed as valuable support to the school districts in the areas of expertise and guidance in "get-out-the-vote" strategies, fundraising, budgets, and print materials. The degree of citizen and interest group support was highly rated. Additional campaign strategies were suggested, including stressing the oversight committee role, registering voters, having a unified campaign message, and the importance of fundraising. Conclusions. The community must have a clear perception of the district's facility needs. A facilities planning stage is fundamental prior to the election, which allows the district to set up a facilities master plan and educate the community regarding the district's facilities needs. It can also be the gathering point for volunteers needed to run a successful campaign. Phone calling and "get-out-the-vote" strategies are extremely important in general obligation bond elections. A bond campaign consultant is able to bring to the campaign an expertise that is typically lacking within school district communities. Community involvement in the campaign is a critical need. Implications for action. Start with a facilities master plan. The master plan should be accomplished through a citizens' study committee at least fourteen months before an election. Hire a campaign consultant who specializes in school district general obligation bond elections. Focus the campaign on the facility needs of the district to gain the support of staff, parents, key community groups and leaders, and potential "yes" voters.