FINANCIAL MANAGEMENT/Spreading the word

For local governments seeking voter approval for a bond program, placing the issue on a presidential ballot is one way to save special election costs. During a presidential election, however, the ballot can be crowded with hotly contested national, regional and local races, as was the case in November 2004. To break through the political advertising clutter and build support for a bond program, cities and counties should consider a grassroots campaign that focuses on how the program will affect residents.

Miami-Dade County, Fla., proved the potential effectiveness of grassroots campaigns last November when it used one to pass a $2.9 billion General Obligation Bond Program, the largest in the county’s history. The county weighed its options and determined that large-scale advertising campaigns can be expensive and are not always effective when airwaves are filled with other political messages. Also, mailboxes typically are overflowing with materials from candidates. To reach all residents and explain, in a personal and compelling way, how the bond program would improve their quality of life, Miami-Dade decided on a grassroots initiative.

Building a broad support base that reaches beyond the business community and civic activist groups is essential for a successful grassroots campaign. Miami-Dade, for example, held hundreds of town hall meetings and gave presentations between August, when the bond program was placed on the ballot, and November. County employees and more than 200 private sector volunteers sought out every civic, business, homeowner and faith-based organization that would host a presentation.

In addition to building a support base, local governments also should focus on a simple, straightforward message. Because numerous project details can be overwhelming, residents primarily need to hear what the projects would mean for their neighborhoods and families. Miami-Dade held a series of town hall meetings beginning in January 2004 to ask residents what types of projects they wanted included in the bond program in an effort to generate support.

While some of the 300 capital projects in the county’s 15-year bond program involve water, sewer and drainage systems, others are quality-of-life projects, such as new and upgraded libraries, parks and cultural facilities. A grassroots campaign may not be as effective when the program money will be used to fund projects with a less-immediate impact on residents, such as jails and government buildings.

The community also needs to feel that it is being involved and respected. For instance, while one ballot question would have simplified the campaign, Miami-Dade’s bond issue was separated into eight questions so that voters were not forced to make an all-or-nothing choice. The county also created a Citizens’ Advisory Committee to monitor the bond program’s progress.

With a 74 percent turnout, Miami-Dade voters approved the entire bond program with margins from 58 percent to 71 percent. The county learned that residents are willing to invest in their community when presented with a straightforward message. After a bond program is passed, it is up to the county to reward voters’ confidence by carrying out the program to the best of its ability.

The author is county manager for Miami-Dade County, Fla.