When I voted on the Jackson County, Mo. sales tax to fund a new stadium for the Kansas City Royals, I noticed something interesting that is common every time I go vote. I’m always the youngest person there.
And I’m not talking about the volunteers (who are also older); I’m talking about the voters. Everyone in line and everyone parking their cars to come inside was older than me.
I’m 66. That will give you some idea of the typical voter age. To back up my observation, Statista Research Department cited in a November 2023 report that in 2022, 77.9% of people between the ages of 65 and 74 years old were registered to vote in the United States – the highest share of any age group.
This matters when it’s time for the district to go to the ballot box to try to pass a bond or levy issue. These are your voters. These are the people who will make or break your referendum.
So, what special efforts are you making to reach out to this crowd? They don’t go to Board of Education meetings. They don’t spend much time on social media. They might not even have an email address or only use it sparingly.
The only foolproof way to reach this crowd is through a frequently printed newsletter mailed to their homes.
The mailbox is your key to winning at the ballot box. Just be sure the messages in your printed newsletter resonate with your key voting audience.
In my experience, seniors are less likely to be interested in student success stories, teacher awards, etc. Seniors want to know if the district is being fiscally responsible, keeping buildings up to date and looking good, providing adequate safety, and ensuring teachers have the tools they need to teach class. Those are the type of things seniors want to know.
If you want voters on your side for the next bond election, start with seniors.
ExcellenceK12 has experience with patron communications and can help you reach your senior audience.
