1. “Selling” Stormwater Authorities:
Tips for Gaining Community Support
Eric Eckl
10/21/2014

2. “I would hope that by paying a small fee to prevent flooding problems and environmental damage it would prevent me from having to pay a large amount later on for damaged property.”

3. “[O]ur local gov is ridiculously corrupt, the most any project ever gets completed before the money vanishes is construction workers setting up detours and digging holes throughout the city”

4. “I'd support it because if everyone is contributing then it'd be fair and since everyone would be reaping the improvements, it's only fair that everyone contributes.”

5. “It can get expensive especially if you are struggling even for those last few dollars”

6. “It's worth a little investment from everyone to make our community a better and safer place to live.”

7. “Local government, while responsible in part of these things, cannot be trusted to spend the funds for the purpose they've been gathered.”

8. “I would support the charge to promote a continued standard of living, free of the constant worry of storm damage. Also to ensure what we have left today is there for my own children.”

9. “I DON’T OPPOSE WHAT YOU ARE TRYING TO DO
“I DON’T OPPOSE WHAT YOU ARE TRYING TO DO.  I OPPOSE IT COMING OUT OF MY POCKET”

10. Agenda About this Project Our Top Five Recommendations, Take 1
Overview of Research
Our Top Five Recommendations, Take 2
Sample Outreach Materials
Q&A

11. About this Project
Recognizing that Pennsylvania communities face increasing pressure to manage stormwater and protect residents from floods and pollution, the state legislature passed Act 68 in July, 2013.
This law authorizes localities to create new stormwater authorities, or add stormwater responsibilities to any existing authorities that serve their residents.

12. About this Project
Between June and October 2014, Water Words That Work LLC conducted a series of research projects to explore Pennsylvanians’ attitudes towards the issues surrounding stormwater authorities
Our goal is to help you introduce a stormwater authority to your residents in a way that maximizes their understanding and minimizes unnecessary backlash
It is not our intention to answer the question “Is a stormwater authority right for my community?”

13. About this Project

14. About this Project

15. About this Project
These organizations contributed funding and/or guidance to the research projects. However, Water Words That Work LLC is solely responsible for the research methods and the conclusions presented here.

16. Our Top Five Recommendations: Take 1
If your local government believes a stormwater authority is right for you, here are our top five recommendations securing support of the community:
Call it a “Pollution Control and Flood Reduction Fee” or something similar. The name should emphasize the benefits rather than describe the problem.
Clearly show ratepayers how the money will be invested. Most importantly, use “before and after” photos.
Present the fee as a solution to local problems and providing local benefits, and not as a way to meet Chesapeake Bay or other regulatory requirements.
Present the fee in its smallest increment: (e.g. dollars per household per month) rather than it’s overall target (e.g. $3 million over 5 years).
Affirm to ratepayers that the money will be used for its stated purposes - - and that the funds will not be “raided” for other priorities.

17. Survey of Local Government Personnel Literature Review
Research Highlights
Survey of Local Government Personnel
Literature Review
Survey of Susquehanna basin residents

18. Local Government Survey
320 Responses. Thank you!

19. Local Government Survey
320 Responses Thank You

20. Local Government Survey
Local governments of every variety are giving at least some thought to introducing a stormwater authority.

21. Local Government Survey
Local governments report a wide range of related issues and requirements.

22. Local Government Survey
Six reasons that localities are contemplating authorities:
Funding. Authorities can use the dollars for stormwater management, comply with state and federal requirements, and match grants.
Maintenance. Fee dollars can be used to maintain the stormwater system, reducing flooding and water pollution.
Choices. Fees can be set several ways to best address each community’s situation.
Green Infrastructure. Stormwater funds can be invested in rain gardens, tree planting, wetland construction, stream improvements, etc.
Focus. Authorities can concentrate activities and funding exclusively on stormwater management, rather than all other responsibilities faced by municipalities.
Compliance. Many authorities already manage DEP and EPA pollution permits and other regulations that will impact stormwater management responsibilities.

23. Local Government Survey: Choices
Localities have a number of choices in how they set up a program like this:
You have the choice to create an authority or not
You choose to have an independent stormwater authority, or add stormwater responsibilities to an existing municipal authority
You can charge fees at a flat rate, by acreage, or based on estimates of stormwater runoff volume from each property
You can offer credits for onsite stormwater control measures -- or not

24. Local Government Survey: Focus: One School of Thought
I think it would be an excellent idea. The issue of stormwater management can be very complex and deserves more attention than local municipalities can give it.
I think it would be helpful to have a County wide Stormwater Authority to handle the water issues because of the crossing of local municipal boundaries and the technical issues along with the costs.
Might be a good idea; could be more specialized to a dedicated group of people; would alleviate the workload of the supervisors
My #1 reaction....I would welcome an Authority that would rid me of having to deal with storm water issues.

25. Local Government Survey: Another School of Thought
Don't favor authorities as an additional layer of government that can be difficult to work with.
Too much government intrusion and burden. Too many overlapping agencies.
Not needed at this time. I believe the supervisors should maintain control...
Too many players, so it would be tough

26. Local Government Survey
Top reasons that local governments would not adopt a stormwater authority:
Backlash from residents
Upfront investment to develop the program
Opposition from businesses/churches/nonprofits
Higher priorities or lack of interest
Not sure how much revenue we need to raise
Difficulty of managing the program once established
Doubt about our legal authority

27. Literature Review: Overview
77 citations from academic studies, case studies, survey results, focus groups, feasibility studies, etc.

28. Literature Review: Highlights
Organized opposition to stormwater fees is rare.
Western Kentucky University documented 76 cases where a proposed stormwater utility was actively challenged politically or legally.
Local governments successfully overcame active, organized opposition 57% of the time.

29. Literature Review: Fee vs. Tax
If a program offers credit for onsite stormwater reduction,
residents are more likely to perceive it as a “fee” rather than a tax.

30. Literature Review: Fee vs. Tax
If a program ties the fee to stormwater runoff volume, they are likely to perceive it as a “fee” rather than a tax.

31. Literature Review: Readability
Long sentences are harder to read than short sentences
Long words are harder to read than short words
Passive sentences are harder to read than active sentences

32. Rewrite until you achieve a higher score
Literature Review: Readability
Score
Good Range For:
80-100
“Underserved Audiences”
60-70
Average Readers,
“The General Public”
45-55
White Collar Professionals, Elected Officials, Journalists, Most Donors & Funders
Conservation/Environmental Professionals (find preferable)
30-40
Conservation/Environmental Professionals
(find tolerable)
<30
Rewrite until you achieve a higher score

33. Literature Review: Readability
Informational Piece
% of Residents with 4 Year College Degree or Higher
Readability Score
Maryland Department of the Environment Stormwater Utility FAQ
36% 22
City of Albany
Stormwater Management Program & Stormwater Utility User Fee
FREQUENTLY ASKED QUESTIONS
17% 26
City of Richmond Stormwater Frequently Asked Questions
33.8% 49
City of Fort Worth, Texas Stormwater Utility Fee
26% 59
Johnson City, TN Stormwater Utility Fee FAQ 61
Local governments prepared reading materials suitable for ratepayers generally in only 2 out of the 5 cases that we tested.

34. 1,000 Responses from the Susquehanna and Potomac basins
Public Opinion Survey
1,000 Responses from the Susquehanna and Potomac basins

35. Residents report that they care more about clean water than flooding
Residents report that they care more about clean water than flooding. But they are more likely to recognize and feel personally impacted by flooding.

36. The tax issue is a genuine sore spot, but flooding is of equal concern
Top Findings
The tax issue is a genuine sore spot, but flooding is of equal concern

37. Public Opinion Survey Statement % Somewhat or Strongly Agree
I see a problem that affects me, my family, or my community
45%
I see a problem that has affected me, my family, or my community in the past
36%
I see a problem may affect me, my family, or my community in the future
56%
My local government has a responsibility to help prevent this problem
68%

38. Public Opinion Survey 65% 61% 76% 81% Statement
% Somewhat or Strongly Agree
I see a problem that affects me, my family, or my community
65%
I see a problem that has affected me, my family, or my community in the past
61%
I see a problem may affect me, my family, or my community in the future
76%
My local government has a responsibility to help prevent this problem
81%

39. Top Findings
Baseline attitudes towards a stormwater authority were evenly split between supporters, opponents, and fence sitters. But careful messaging moved a majority to support a new fee.

40. Our Top Five Recommendations: Take 2
If your local government believes a stormwater authority is right for you, here are our top five recommendations securing support of the community:
Call it a “Pollution Control and Flood Reduction Fee” or something similar. The name should emphasize the benefits rather than describe the problem.
Clearly show ratepayers how the money will be invested. Most importantly, use “before and after” photos.
Present the fee as a solution to local problems and providing local benefits, and not as a way to meet Chesapeake Bay or other regulatory requirements.
Present the fee in its smallest increment: (e.g. per household per month) rather than it’s overall target (e.g. $3 million over 5 years).
Affirm to ratepayers that the money will be used for its stated purposes - - and that the funds will not be “raided” for other priorities.

41. Recommendation #1: Call it a Pollution Control and Flood Reduction Fee
Name
% Answer
Pollution Control and Flood Reduction Fee
51.70%
Stormwater Control Fee
11.70%
Rain Tax
Stormwater Authority Fee
7.30%
Stormwater Utility Fee
6.40%
Runoff Management Fee
5.60%
Stormwater System Fee
In our survey, Pennsylvanians strongly preferred the name “Pollution Control and Flood Reduction Fee” to all others that we tested.

42. Recommendation #1: Call it a Pollution Control and Flood Reduction Fee
In our literature, we came across findings that residents are more likely to perceive a system with rates based on property stormwater volume -- with discounts for BMPs such as rain gardens, swales, etc. -- as a fee.
In contrast, residents are more likely to perceive a flat-fee model, with a fixed amount per property, as a “tax.”

43. Clearly show ratepayers how the money will be invested.
Recommendation #2:
Clearly show ratepayers how the money will be invested.
In our literature review, communities that have successfully introduced stormwater fees in the past report using pictures, video, and other types of visual media in their outreach to residents.

44. Clearly show ratepayers how the money will be invested.
Recommendation #2:
Clearly show ratepayers how the money will be invested.
The best argument for an authority -- before-and-after photos of the work that will be done!

45. Clearly show ratepayers how the money will be invested.
Recommendation #2:
Clearly show ratepayers how the money will be invested.
In our survey, “before and after” photos moved ratepayers’ opinions more than any other argument.

46. Recommendation #3: Present the fee as a solution to local problems
and providing local benefits
Here are reasons to SUPPORT a new charge. Rank them from best (on top) to worst (on bottom).
Clean Water. Your fees will go to clean up water for drinking, recreation, and wildlife (Average Score 2.3)
Fairness. All properties pay for the pollution and flood control services they receive (Average Score 3.2)
Flood Damage Reduction. Your fees will be used to protect the community from floods(Average Score 3.2)
Accountability. Local governments must use the money for pollution and flood prevention (Average Score 3.4)
Economic Development. The investments create local jobs and improve the business climate (Average Score 4.4)
It’s the Law. The community has a legal responsibility to clean up its waterways somehow (Average Score 5.4)
Chesapeake Bay. The investments help clean up the Chesapeake Bay downstream from us (Average Score 6)
In our survey, Pennsylvanians rated reasons for an authority between 1 (best reason) and 7 (worst reason)

47. Recommendation #3: Present the fee as a solution to local problems
and providing local benefits
Here are reasons to SUPPORT a new charge. Rank them from best (on top) to worst (on bottom).
Clean Water. Your fees will go to clean up water for drinking, recreation, and wildlife (Average Score 2.3)
Fairness. All properties pay for the pollution and flood control services they receive (Average Score 3.2)
Flood Damage Reduction. Your fees will be used to protect the community from floods(Average Score 3.2)
Accountability. Local governments must use the money for pollution and flood prevention (Average Score 3.4)
Economic Development. The investments create local jobs and improve the business climate (Average Score 4.4)
It’s the Law. The community has a legal responsibility to clean up its waterways somehow (Average Score 5.4)
Chesapeake Bay. The investments help clean up the Chesapeake Bay downstream from us (Average Score 6)

48. Recommendation #3: Quotes from residents about clean water:
Present the fee as a solution to local problems
and providing local benefits
Quotes from residents about clean water:
Everyone deserves clean waterways/water. If everyone pitches in, the cost would not be so bad.
I want myself and future generations to have clean water and environment.
It is necessary for these areas to be taken care of in order to prevent hardship and provide clean water and we all need to contribute

49. Recommendation #3: Quotes from residents about fairness:
Present the fee as a solution to local problems
and providing local benefits
Quotes from residents about fairness:
I'd support it because if everyone is contributing then it'd be fair and since everyone would be reaping the improvements, it's only fair that everyone contributes.
I would support a charge that was in all fairness much higher on those with the most to lose and to gain from these improvements, particularly businesses and large property owners and developers.
Because you can not single out one person/business as the culprit unless you see it being done and manning the areas to watch and catch take funds as well. So instead of just complaining and blaming it is fair everyone pay a share and it be used solely for that purpose/.

50. Recommendation #3: Quotes from residents about flood control:
Present the fee as a solution to local problems
and providing local benefits
Quotes from residents about flood control:
In the end, EVERYONE will benefit from these improvement! Less flooding, cleaner water. As an added bonus, the improvements LOOK better too!
I have experienced flooding and have seen the devastating effects of uncontrolled water. Not only thinking of the possible loss of life, the economic and environmental impacts are devastating. Hopefully a program of this type will be implemented.
I would support a charge if I knew it was going to improve flood control and such because it could reduce flood related issues in the future.

51. Recommendation #3: Present the fee as a solution to local problems
and providing local benefits
Here are reasons to SUPPORT a new charge. Rank them from best (on top) to worst (on bottom).
Clean Water. Your fees will go to clean up water for drinking, recreation, and wildlife (Average Score 2.3)
Fairness. All properties pay for the pollution and flood control services they receive (Average Score 3.2)
Flood Damage Reduction. Your fees will be used to protect the community from floods(Average Score 3.2)
Accountability. Local governments must use the money for pollution and flood prevention (Average Score 3.4)
Economic Development. The investments create local jobs and improve the business climate (Average Score 4.4)
It’s the Law. The community has a legal responsibility to clean up its waterways somehow (Average Score 5.4)
Chesapeake Bay. The investments help clean up the Chesapeake Bay downstream from us (Average Score 6)

52. Recommendation #3: Quotes from residents about legal requirements:
Present the fee as a solution to local problems
and providing local benefits
Quotes from residents about legal requirements:
We already pay for the Chesapeake Bay improvements, and as a matter of fact Hollidaysburg is deeply in debt
I already have too many Chesapeake Bay charges now, let them find another source besides my hard earned paycheck!
Government already takes too much of our money for programs and regulations that are controlling everything we do.

53. Recommendation #4: Present the fee in its smallest possible increment
From the literature review:
“Talking about how many millions of dollars a progam will cost can make it seem unmanageable. Psychological research concludes that by reframing larger monthly or yearly fee amounts, into smaller time frames, like weekly or daily expenses, people find them more manageable and reasonable.”
“By putting the costs into small monthly and weekly costs per household, large million dollar projects begin to seem manageable. A $3 million repair to a failing storm drain system isn’t as daunting when put in terms of $5 per household per month. Also, by spreading the costs over the community, you are reminding everyone that “we are all in this together.”

54. Recommendation #5:
Affirm to ratepayers that the money will be used for its stated purposes
Here are reasons to OPPOSE a new charge on your water bill. Rank them from best (on top) to worst (on bottom).
Misuse. Local government will misuse the money it collects (Average Score:2.58)
Cost. A few dollars per household per month is too much to pay (Average Score: 3.31)
Other Options. Local government can find the money somewhere else (Average Score: 3.48)
Slush fund. Local government will raid the fund for other purpose (Average Score: 4.23)
Permanent. The fee will be in place forever (Average Score: 4.64)
Not Fair. Churches, nonprofit organizations, and the poor should not pay this charge (Average Score: 4.73)
Other Priorities. Local government has bigger problems than pollution and flood control (Average Score: 5.03)
In our survey, residents reported they were substantially more concerned about the prospect that the funds would be misused than the cost itself.

55. Recommendation #5: A few quotes about misuse:
Affirm to ratepayers that the money will be used for its stated purposes
A few quotes about misuse:
This is a good idea, but I am concerned about administration.
While I understand that it is the responsibility of all citizens to care for its resources and that such responsibility should be shared, I feel strongly that the government (be it federal or state) mismanages its funds and I'm concerned that it would mismanage these as well . . .
tax money needs to actually be used for what they say it will be used for.
it might be good if it was used for what it was raised for but there is no guarantee that it would.

56. Sample Outreach Materials

57. Sample Outreach Materials
Here are materials we could provide you to brief others. Rank them from most useful (on top) to least (on bottom).
Sample brochures or fact sheets for you to customize (Average Score: 1.89)
Sample PowerPoint presentations for you to customize (Average Score: 2.73)
Compelling photos that you can use on websites and in publications (Average Score: 3.04)
Surveys demonstrating residents’’ support for stormwater authorities (Average Score: 3.41)
Sample press releases for you to customize (Average Score: 4.52)
Sample blog posts for you to customize (Average Score: 6.00)
Sample social media posts for you to customize (Average Score: 6.40)
In our survey, local government representatives asked for a selection of outreach materials that they can customize and reuse.

58. Sample Outreach Materials

59. Sample Outreach Materials

60. Sample Outreach Materials

61. Sample Outreach Materials
Frequently Asked Questions

62. Sample Outreach Materials
The FAQs include “before and after” images

63. Sample Outreach Materials
The FAQs have many sections designed for you to customize with local information.

64. Sample Outreach Materials
The FAQ includes a section on credits. You can modify or remove this section depending on the structure you ultimately adopt.

65. Sample Outreach Materials
Sample PowerPoint: Ready for you to add your own logo and modify content.

66. Sample Outreach Materials
The PowerPoint has a number of slides where we recommend that you drop in your own photos.

67. Sample Outreach Materials
The PowerPoint uses “before and after” illustrations.

68. Sample Outreach Materials
The PowerPoint has a number of slides where you would add information about your particular situation

69. Sample Outreach Materials
Download and use our “Before and After” illustrations however you wish.

70. Sample Outreach Materials
Download and use our photo collection however you wish.

71. Download the research reports and sample outreach materials at:

72. Q&A