CHAPTER 15 CONDUCTING SPECIAL INTEREST CAMPAIGNS

Prerequisites for any successful school campaign are a year-round program of two-way communications and a feeling of trust and understanding for the schools, and the school leaders within the community.

HOW A COMMUNITY ACCEPTS A NEW IDEA Research finding do not all agree on exactly how attitudes are changed, but generally agree on five stages: The awareness stage The information stage The evaluation stage The trial stage The decision stage The early stages are dominated by one-way (usually mass media based) communication. The later stages, evaluation and trial, require face-to-face and two-way communication.

Rogers and Shoemaker presented a model for innovation-decision making in four stages: Knowledge – the individual is exposed to the innovation’s existence and gains some understanding of how it functions. Persuasion – The individual forms a favorable or unfavorable attitude toward the innovation. Decision – The individual engages in activities that will lead to a choice to adopt or reject the innovation. Confirmation – The individual seeks reinforcement for the innovation decision …, but may … reverse the previous decision if exposed to conflicting messages about the innovation.

THE CHANGE AGENT – This person is the POINT MAN for the campaign. He will oversee the campaign and be the most visible person during the campaign. The superintendent is a natural possibility, but not the only or always the best choice – THIS SPOKESMAN MUST BE BELIEVABLE. Rogers and Shoemaker identify seven roles of the Change Agent: Develops a need for change Establishes a change relationship Diagnoses the problem Diagnoses the problem Creates intent to change in the client Translates intent into action Stabilizes change and prevents discontinuances Achieves a terminal relationship

HOW PEOPLE ACCEPT CHANGE – Five categories of people as they relate to change are: Innovators – the 2.5% of people who first accept change Early Adopters – the 13.5% of people who follow the lead early in the process of changing Early Majority – the 34% of the people – they usually in organizations with, and follow the Early Adopters The Late Majority – the 34% who are skeptical and adopt change only under pressure The Laggards – the 16% who fight all change and those who advocate change

INTRODUCING AN INNOVATION – A wonderful idea improperly presented and not a part of an continuing program of communications can be doomed to failure. SCHOOL FINANCE ELECTIONS – Research shows that up to 70% of the electorate in some communities have no children in schools – tax bases are being reduced in many areas – the pubic is less likely than ever to tax themselves – thus the school finance election is always a challenge

WHAT THE RESEARCH SAYS – The month and length of the election are not as important as other factors, such as continued two-way communication and : Support of the Municipal Governments Demonstrated Need for Additional Classroom Space Promise of Additional Curriculum Increasing Student Population Dissemination of Information through All Media A Large Percentage of Parents in the Population Citizens’ Advisory Participation Opposition from Any Organized Group Controversial Placement of Buildings A Large Percentage of Parents of Nonpublic School Students A Lack of Public Use of School Facilities A Large Percentage of People on Fixed Incomes

A research study by Carter in California showed THE KEY FACTOR in determining voter support was the degree of participation in school affairs, and that positive voters tended to get information from face-to-face contact with school officials. PLANNING THE CAMPAIGN – Review previous successful and unsuccessful campaigns – have all data ready before any announcement – note the data types suggested on page 264 DETERMINING THE PROPOSAL – Before any information goes out the professional staff must clearly define the proposal(s) and make sure they are legal and possible

ESTABLISHING A PHILOSOPHY – Two possibilities are “win at all costs” and “tell the people the facts and whatever they do will be the proper call”. This decision will influence all future decisions in the campaign. NAMING A CAMPAIGN DIRECTOR – This decision can almost assure success or failure – he must be believable and feel comfortable in the change agent role -- he must be a great communicator, and able to get others to buy into the work of the campaign.

TIMING OF THE CAMPAIGN -- The three phases of the campaign are: 1.A careful survey and detailed planning 2.A period of educating the community concerning the needs 3.T he intense campaigning of the last month FINANCING THE CAMPAIGN – Be sure to follow state law with respect to how public money can be spent, and then look for help within the community. CITIZENS’ ADVISORY COMMITTEE – The work of this committee can be crucial – note the suggested steps, pages

REGISTRATION OF VOTERS – A voter registration campaign for directed at people who are likely supporters can be an important part of a successful campaign. OTHER CAMPAIGN PARTICIPANTS Board Members School Administrators TeachersStudents Parent-Teacher Associations The Teachers’ Union or Association

KNOW THE COMMUNITY THINKING BEFORE THE ELECTION – Formal and informal surveys can help in the planning and implementation of the campaign. ADOPT A THEME OR SLOGAN PERSONALIZE THE CAMPAIGN – An important part of the campaign is show various community groups how they can benefit from a successful campaign. KEEP IT SIMPLE – The advertising, and all attempts to influence the public must be kept simple, especially statistics, charts, and other printed materials

PUBLICATIONS CAN HELP – Use easy to read publications that do not appear to expensive – features on building must be both simple and impressive (a difficult balance) SPEAKERS BUREAU – The people must be recruited for their ability to communicate, not based on volunteers who may be willing but not able. ENDORSEMENTS – Every endorsement is a positive that must be publicized to maximize its effect. SMALL GROUP MEETING – This can maximize the face-to-face communications that research says are crucial in winning elections

HOUSE-TO-HOUSE CANVASS – This must be well planned, and it must take place in the two weeks immediately before the election. ABSENTEE BALLOTS – Make sure that those most likely to support the election are informed of the possibility of voting absentee. ELECTION DAY PLANS – Call banks should remind people to vote, offer transportation, and baby sitting -- this is not the time to try to change votes, but to attempt to get out your vote.