We talk to school district patrons all the time, and one thing we consistently hear is districts do not share enough about the general status of the district.
Districts tend to focus on student achievements and other feel-good stories. That’s all good and fine and gives people the impression everything is great. But when you ask them later to support a bond issue to build a new school or address deferred maintenance or increase teacher pay through a levy issue, many feel caught off guard and are not happy.
Patrons want more than celebrations. They want to understand district finances, how teacher salaries compare to similar districts, how academic performance stacks up within your cohort or in districts similar in size, and where you stand on issues like deferred maintenance.
It takes courage on the part of the superintendent and the Board of Education to inform citizens when things are not all great. It’s better to have questions now rather than anger later.
Just as important is to make sure your communication channels reach the full community – not only your “raving fans” or the detractors on social media. Stay in front of your audience in all media.
Successful districts balance achievement stories with transparent reporting on challenges and performance metrics. When patrons understand the full picture, they are far more likely to trust leadership when major decisions arise.
The best time to build that trust isn’t during a bond campaign. It’s long before you ever ask for a vote.
