CHAPTER 15CHAPTER 15

CONDUCTING CONDUCTING SPECIAL INTEREST SPECIAL INTEREST

CAMPAIGNSCAMPAIGNS

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

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

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

THE CHANGE AGENT THE CHANGE AGENT – This person is the – This person is the POINT POINT MANMAN for the campaign. He will oversee the for the campaign. He will oversee the campaign and be the most visible person during campaign and be the most visible person during the campaign. The superintendent is a natural the campaign. The superintendent is a natural possibility, but not the only or always the best possibility, but not the only or always the best choice – choice – THIS SPOKESMAN MUST BE THIS SPOKESMAN MUST BE BELIEVABLEBELIEVABLE. . Rogers and Shoemaker identify seven roles of the Rogers and Shoemaker identify seven roles of the Change Agent:Change Agent:Develops a need for changeDevelops a need for changeEstablishes a change relationshipEstablishes a change relationship Diagnoses the problemDiagnoses the problemCreates intent to change in the clientCreates intent to change in the clientTranslates intent into actionTranslates intent into actionStabilizes change and prevents discontinuancesStabilizes change and prevents discontinuancesAchieves a terminal relationshipAchieves a terminal relationship

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

INTRODUCING AN INNOVATION –INTRODUCING AN INNOVATION – A A wonderful idea improperly presented and wonderful idea improperly presented and not a part of an continuing program of not a part of an continuing program of communications can be doomed to failure.communications can be doomed to failure.

SCHOOL FINANCE ELECTIONS –SCHOOL FINANCE ELECTIONS – Research shows that up to 70% of the Research shows that up to 70% of the electorate in some communities have no electorate in some communities have no children in schools – tax bases are being children in schools – tax bases are being reduced in many areas – the pubic is less reduced in many areas – the pubic is less likely than ever to tax themselves – likely than ever to tax themselves – thus thus the school finance election is always the school finance election is always a challengea challenge

WHAT THE RESEARCH SAYS –WHAT THE RESEARCH SAYS – The month and The month and length of the election are not as important as length of the election are not as important as other factors, such as continued two-way other factors, such as continued two-way communication and :communication and :Support of the Municipal GovernmentsSupport of the Municipal GovernmentsDemonstrated Need for Additional Classroom Demonstrated Need for Additional Classroom SpaceSpacePromise of Additional CurriculumPromise of Additional CurriculumIncreasing Student PopulationIncreasing Student PopulationDissemination of Information through All MediaDissemination of Information through All MediaA Large Percentage of Parents in the PopulationA Large Percentage of Parents in the PopulationCitizens’ Advisory ParticipationCitizens’ Advisory ParticipationOpposition from Any Organized GroupOpposition from Any Organized GroupControversial Placement of BuildingsControversial Placement of BuildingsA Large Percentage of Parents of Nonpublic A Large Percentage of Parents of Nonpublic School StudentsSchool StudentsA Lack of Public Use of School FacilitiesA Lack of Public Use of School FacilitiesA Large Percentage of People on Fixed IncomesA Large Percentage of People on Fixed Incomes

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

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

TIMING OF THE CAMPAIGN TIMING OF THE CAMPAIGN -- The three -- The three phases of the campaign are:phases of the campaign are:

1.1. A careful survey and detailed planningA careful survey and detailed planning2.2. A period of educating the community A period of educating the community

concerning the needsconcerning the needs3.3. The intense campaigning of the last The intense campaigning of the last

monthmonthFINANCING THE CAMPAIGNFINANCING THE CAMPAIGN – Be sure – Be sure to follow state law with respect to how to follow state law with respect to how public money can be spent, and then look public money can be spent, and then look for help within the community.for help within the community.CITIZENS’ ADVISORY COMMITTEECITIZENS’ ADVISORY COMMITTEE – – The work of this committee can be crucial The work of this committee can be crucial – note the suggested steps, pages – note the suggested steps, pages

REGISTRATION OF VOTERS REGISTRATION OF VOTERS – A voter – A voter registration campaign for directed at registration campaign for directed at people who are likely supporters can be an people who are likely supporters can be an important part of a successful campaign.important part of a successful campaign.

OTHER CAMPAIGN PARTICIPANTSOTHER CAMPAIGN PARTICIPANTS

Board MembersBoard Members

School AdministratorsSchool Administrators

TeachersTeachers

StudentsStudents

Parent-Teacher AssociationsParent-Teacher Associations

The Teachers’ Union or AssociationThe Teachers’ Union or Association

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

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

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