Challenge:
Although Minneapolis residents had passed the last two school levy referenda, negative perception issues about the public schools, a spate of bad press, a hostile tax environment, and a crowded ballot presented significant obstacles to the passage of a new referendum in November 2008.
Solution:
grassroots solutions convened a series of meetings with the referendum campaign’s key stakeholders to discuss their vision for the campaign, available resources, and the school district’s longer-term strategic plan. Based on those meetings, poll results, and a targeting analysis, grassroots solutions developed a comprehensive campaign plan to build and mobilize support for the referendum. The plan mapped out the strategy, tactics, and timeline for building a robust base of grassroots supporters within targeted constituencies; establishing and maintaining a highly visible presence across the city (online and offline); persuading voters less connected to the schools to support the referendum via centralized and virtual phone banks and direct mail; and establishing the role of both paid and earned media.
After completing the plan, grassroots solutions continued advising the campaign manager and steering committee members around plan implementation, troubleshooting unexpected issues, and making adjustments to the plan as needed.
Results:
- The referendum passed with 71% of the vote, providing $60 million per year to the Minneapolis Public Schools for eight years.
- The referendum won in all 131 Minneapolis precincts.
- Hundreds of volunteers took part in the campaign and helped lay the foundation for ongoing advocacy on behalf of the schools.
- The campaign had a highly engaged on-line presence.