Start With the Story, Not the Schematic
Before numbers or blueprints, your community needs to understand why this project matters. Lead with purpose, not process.
Build your “why now” in 20 words
A powerful “why now” statement ties student outcomes to community benefit. Use this simple formula:
“In order to [student-centered goal], we must [project action], so that [long-term community or equity outcome].”
Examples:
- “To give every student safe, accessible learning spaces, we must replace aging facilities so teachers can focus on instruction, not infrastructure.”
- “To expand career pathways, we must update labs and technology so students graduate ready for modern jobs.”
Your “why now” should be one clear sentence that voters can repeat at the grocery store.
Translate budget to benefits
Taxpayers want transparency, not a data dump. Use visuals, such as a simple infographic, that shows how dollars connect directly to outcomes.
For example:
- 40% of the budget: Safety and accessibility improvements
- 35% of the budget: Modernized classrooms and technology
- 25% of the budget: Energy-efficient upgrades
Tip: Communicate in a conversational way. For example, rather than simply itemizing costs, as in “$14.2M HVAC upgrades,” opt for “$14.2M in HVAC upgrades that will lead to healthier air and energy savings for decades.” Numbers matter, but focusing on benefits is more persuasive.
Milestones & Legal Timing
Referendum timelines have fixed milestones, and missing one can derail everything. Start planning backward from election day.
Board action & ballot language — plan backward
In many states, school boards must take formal action at least 70 days before the election, and ballot language must follow statutory wording (statutes and laws may require different actions and timing for your referendum, since regulations vary from state to state). Work backward from that deadline to ensure:
- Board approval and legal review are complete before communications begin
- Ballot language reflects the same plain-English story you’ll tell publicly
- You leave time in the process for FAQs, ambassador training, and early engagement
Sample decision calendar
Once you know your election date, work backward to structure your communications plan. In this context, “T–##” simply means the number of days before the vote — for example, T–90 is 90 days before election day, and T–0 is election day itself.
This timeline ensures that board approvals, ballot language, and community engagement all happen in the right order, giving you time to build understanding and trust without rushing.
Here’s what a typical 90-day communication calendar might look like:
|
Timeframe |
Key Action |
Communication Focus |
|
T–90 to T–75 |
Finalize project scope and cost |
Internal briefings; align on “why now” |
|
T–75 to T–60 |
Board approval and ballot submission |
Public announcement; establish advisory committees |
|
T–60 to T–30 |
Community engagement phase |
Forums, FAQs, social posts, staff updates |
|
T–30 to T–0 |
Final outreach |
Reminders, myth-busting, testimonials |
- T–90 to T–75: Focus on internal clarity first. Make sure your board, administrators, and key staff are aligned on the “why now” and the overall scope before going public
- T–75 to T–60: This is your launch window. Once the board approves and ballot language is finalized, introduce the project to the public and establish advisory or ambassador groups to help share the message
- T–60 to T–30: Now it’s about community engagement. Hold forums, publish FAQs, and invite feedback. Transparency and listening go a long way here
- T–30 to T–0: As the election approaches, repetition is your friend. Reinforce your core messages, correct misinformation promptly, and highlight positive community and student impacts
This backward-planning method helps superintendents stay compliant with legal timelines and maintain a steady communication rhythm, ensuring no critical step (or audience) is overlooked.
Mobilize Your Ambassadors
You can’t (and don’t need to) be everywhere — you just need the right voices sharing your message with the community and stakeholders.
Who to recruit and how to brief them
Invite a cross-section of trusted community members:
- Staff and principals
- Parents and students
- Civic and business leaders
- Retired educators or alumni
Brief them in a single kickoff session. Provide:
- The 20-word “why now” statement
- 3 - 5 key messages
- FAQs and plain-language answers
- Simple dos and don’ts (“Be positive and factual. Don’t debate online.”)
Provide ready-to-share FAQs and talk tracks
Equip ambassadors with an FAQ sheet, short social posts, and email templates. Encourage them to personalize messages — but keep facts consistent.
Common voter questions to prepare for:
- How much will this cost the average taxpayer?
- What happens if the referendum doesn’t pass?
- How will this improve student learning and engagement?
- How do we know the district will manage funds responsibly?
Transparency builds credibility. Consistency builds trust.
Week-by-Week Communication Plan
Voters need to hear the same message multiple times, through different voices and channels. A structured 90-day plan prevents overload and ensures steady momentum.
Weeks 1–3: Listening sessions & baseline FAQs
- Hold open forums and staff meetings to gather questions
- Publish an FAQ and project overview on your website
- Share “why now” in newsletters and short videos
Goal: Establish two-way communication early.
Weeks 4–7: Ambassador support & budget transparency
- Launch social posts and email updates featuring ambassador voices
- Share a visual “how the budget connects to benefits” infographic
- Highlight community impact stories (what to expect from student programs, safety upgrades, etc.)
Goal: Broaden awareness and normalize open discussion.
Final 2–3 weeks: Repetition, reminders & myth-busting
- Reiterate core messages everywhere (in newsletters, local media, social)
- Address misinformation quickly and calmly
- End with community pride stories, e.g., “Our students. Our future. Our schools.”
Goal: Reinforce trust and confidence before the vote.
Avoid the Trust Traps
Even the most thoughtful referendum plan can lose support if communication erodes trust. Here are the most common “trust traps” districts fall into and how to avoid them.
Overpromising scope or schedule
It’s tempting to make bold commitments to inspire confidence, but overselling outcomes can backfire fast.
If the project scope changes or construction takes longer than expected, the community remembers what was promised — not what was realistic.
Avoid it by:
- Clearly distinguishing between plans and possibilities
- Including contingencies and escalation allowances in your budget communication
- Framing updates as progress toward shared goals, not just milestones met
Jargon and data dumps
Technical terms, architectural renderings, and complex budget spreadsheets can overwhelm even the most engaged supporters. Voters don’t need every decimal — they need a clear story about how the project benefits students and taxpayers.
Avoid it by:
- Translating every technical point into a student-centered outcome (“New HVAC systems mean healthier classrooms and lower energy bills.”)
- Using plain-English visuals like infographics and one-page summaries
- Sharing detailed backup data only upon request, not as your primary message
Silent periods
Once the ballot language is approved, some districts go quiet, perhaps assuming that voters already understand the project. Silence, however, creates room for misinformation and doubt.
Avoid it by:
- Maintaining a steady cadence of updates through your ambassadors, website, and community newsletters
- Repeating your 3 - 5 key messages consistently
- Ending every communication with a positive reminder: This is about more productive spaces and better outcomes for students
Bottom line:
Trust is earned through consistency. When voters see the same story — student-centered, transparent, and factual — echoed across every channel, they feel confident saying “yes.”
Take the Next Step
For a deeper look at each phase of a successful school building project — from early planning through ribbon-cutting — download Hoffman’s free guide: From Referendum to Ribbon-Cutting: A Superintendent’s Building Guide.
