Referenda
A record number of school district referenda went before voters across Wisconsin in 2024, who responded by approving them in record numbers. These ballot questions essentially ask voters to raise their own property taxes to fund the district’s operations, either on a temporary or permanent basis, or to repay debt issued for capital projects such as building construction or renovation (source: Wisconsin Policy Forum).
• Operating referenda fund ongoing operational expenses like salaries and utilities
• Capital referenda fund major projects like building renovations or new construction
• Learn more about how to support a school referenda below
Support a public school referendum
Are you a school district representative, a board member, an education professional, a parent, a community member? All these groups have different roles and responsibilities in a referendum.
School district
School districts can only provide factual information about the referendum (they cannot try to persuade people to vote "yes" on referendum questions).
School board
School boards vote to approve going to referendum, but cannot advocate for a "yes" vote in their capacity as a school board member (school board members can participate on a support committee as individuals).
"Yes" team
In order to persuade voters to vote “yes,” by law a support committee must be created with the Wisconsin Ethics Commission.
Community members, parents, educators
Community members, parents, and educators can all be on a support team advocating for a "yes" vote. Who should be on your committee? Be inclusive!
Start a referendum support team
How to focus your energies to get organized, have a consistent message, and get voters out to the polls to vote YES!
Before jumping in to the planning, understand what you are getting into and review the assessment document provided as a resource to you. It is important to understand:
• the referendum question(s),
• the pre-referendum work the District has done and review the information they have available that they can share,
• the position of key stakeholders in the District - education professionals, parents, board members and other partners
• what you are being asked to do and what support you can anticipate
In order to persuade voters to vote “yes,” by law a support committee must be created. Check with the Wisconsin Ethics Commission to find out the paperwork you must file and the timeline you must follow.
Referendum committees at the county, municipal, or school district level will register with a CF-1 form. To open the campaign account, it may be necessary to complete a request for Employer Identification Number (EIN) using form SS4. This form should be available from your financial institution or from an IRS office or website.
Consider the following campaign elements:
• Direct Voter Contact - how will you reach the potential voters, how will you talk to them (door to door, phone banking, texting - who are you going to have to persuade
• Issue Research - know the pieces of the referendum, understand the issues that might come up and how you will defend them. Understand what could derail your campaign
• Paid Media - what will you use, how will you use it, what will be most effective
• Earned Media - news stories, event coverage, op ed pieces, editorial boards
• Scheduling - who is going to what meetings, what presentations, what appearances
• Timeline - how many days do you have from committee development to election day
The money raised for the Support Committee will decide the implementation of the plan and the levels of materials (flyers, mailers, ads, etc) that will be possible. The budget that is created from you plan will tell you how much money you must raise.
• Identify a targeted list of contacts to ask for money.
• Identify team members who will go to specific people and businesses and ask, ask, ask for money.
• Ask, Ask, Ask! Thank, Thank, and Thank!
Developing a message that is consistent, concise and meets the needs of the referendum is critical.
• Develop a message: have a dialogue with team members and come up with ideas = core values, core message
• Develop a message: brainstorm - look at the oppositions potential arguments, research your issues, prioritize your issues
• Develop main talking points and make sure they complement each other
• Deliver the message: stay on message, make every word count, use simple sentences, avoid jargon
• Make sure your spokespeople will stay on message
Are you working on nonpartisan voter education efforts and/or school referenda support?
Team Public is here to support public school champions who are doing nonpartisan, non-candidate-specific work to pass school referenda, get out the vote in their community, and more. We've never received more, or earlier, requests for support in referenda and other nonpartisan election projects. Help us by sharing your knowledge, requesting support, and building a network to keep up with the needs of our kids and communities.
Sign-up for referenda supportAdditional referenda resources
Referenda resources for local advocacy teams:
• How to run a referendum team
• Referenda toolkit
• Referenda tips from a winning campaign
• Successful referenda start with communication
• Using referenda to fund public schools
• Non-partisan ballot measure advocacy
• Messaging toolkit
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School board
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