Overcoming the Odds - Lessons from Our Voter Education Campaign for Prop S and Prop W
What do you do when the odds are stacked against you? That’s where my team found ourselves in the lead-up to the April 2, 2024 ballot. We were asking voters to consider two rate increases—one for wastewater and one for stormwater—in an already challenging environment. Inflation was surging, grocery and living costs were skyrocketing, and other public services were raising taxes and rates. Five years earlier, voters had rejected a similar measure, and voter fatigue was compounded by discouraging survey responses from our customers.
Despite these challenges, my team knew the only thing we could control was how effectively we educated the voters. Through this journey, we learned many valuable lessons. Here are the top three:
Lesson 1: Start Early
A critical factor in our success was starting early. As soon as we knew Prop S and Prop W would be on the ballot, we began laying the groundwork. This wasn't just about getting a head start; it was about methodically building a narrative and reinforcing it over time.
We framed our campaign around "a tale of two systems." This narrative highlighted the stark contrast between our well-funded wastewater program, which was significantly improving the region, and our underfunded stormwater program, which was plagued with unresolved problems that were worsening. By consistently using this framework, we clearly communicated the necessity of the proposed measures.
We ran every communication effort through the lens of the upcoming election. Whether it was press releases, social media updates, or community meetings, we used every opportunity to reinforce the overall narrative. We also dedicated significant effort to testing and refining our messages, ensuring our explanations were clear and easily understood by our customers, which helped build trust and clarity around the issues.
Lesson 2: Engage and Equip Potential Ambassadors
Early in our campaign, we recognized the potential of our municipal partners to serve as strong ambassadors for our cause. These partners have deep connections within their communities and could help extend our reach significantly. Our strategy involved informing these partners and providing them with the tools and resources needed to spread our message effectively.
We developed comprehensive toolkits that included articles, flyers, videos, graphics, and ready-to-use social media content. These materials were designed to be easily shared across various platforms, increasing our reach and ensuring consistent and accurate information dissemination. By empowering our partners with these resources, we enabled them to become advocates within their networks.
Additionally, we leveraged our municipal partners' connections to access diverse community groups. Through their introductions, we were invited to present at over 50 community events, including ward meetings, town halls, city council meetings, partisan groups, volunteer groups, and more. These high-impact opportunities allowed us to engage directly with likely voters and influential community members who could, in turn, educate their networks. This proactive approach not only amplified our reach but also built trust within the community. When local leaders and familiar faces advocated for our cause, it resonated more deeply with voters, extending our campaign's influence far beyond our immediate reach.
Lesson 3: Teamwork Makes the Dreamwork
Teamwork is one of my core values, and the success of our voter education campaign was, without a doubt, a team effort. Each member of my team brought unique talents that were critical to our success, but more than anything, they shared an unwavering commitment to our vision.
Our team knew the challenges we faced—voter fatigue, economic strain, and a history of previous measure rejections—yet we remained undeterred. We took on the challenge with determination, knowing that all we could control was our effort and the quality of our education campaign. Their collective resilience and positive attitude were truly inspiring and played a crucial role in our ability to connect with the community effectively.
Even before we knew the results of the election, I was immensely proud of our team. Their collaboration, hard work, and dedication made this campaign a standout effort. We came together, leveraged our strengths, and executed an outstanding education campaign that surpassed all expectations. This experience reinforced my belief that with the right team, even the most daunting challenges can be overcome.
I want to extend my heartfelt thanks to everyone who supported and participated in our education campaign. Our success was a community effort, marked by the incredible teamwork of our staff, community, and partners. This experience has set a new standard for how we will approach future challenges and has strengthened our dedication to connecting with and serving our community. We look forward to continuing these strong partnerships to overcome future challenges and meet our clean water mission.
