This important and energizing primer to all active teachers
and faculty leadership goes out as schools begin to gear up for the new academic
year, meetings about contracts, or possibly new board elections. Last year, a dedicated team of teachers
successfully took on the incumbent Tea Party in an Illinois School District
with the help of the entire faculty and a carefully constructed plan to tap
into positive messaging. Reading this
outline is so motivating and helpful, I hope you will scrutinize and pass
along. You gotta admire these guys!
Teamwork, Young Actives! |
“We teach in a high-achieving suburban high school district in a red
county. Our Association has approximately 400 members. This is the story of how
our Association-backed candidates won four seats on our school board in 2017.
If we can make this happen, any local can.
Facing declining enrollment and an adversarial relationship with the
previous board’s majority, we knew we were up against incredibly difficult odds
in the 2017 school board election. Four seats were up for grabs, with two
incumbents running and a four-person Tea Party slate vying for them. Months in
advance of the election, we began recruiting and vetting potential candidates
for our Association to support. After our LPAC committee interviewed all of the
candidates who were willing to sit down with us, we decided to endorse 3
candidates who we believed shared the values of our educational mission; we
deliberately chose 3 (despite 4 available seats) because we did not want to
attach ourselves to an unpopular incumbent in a change-based election. We also
felt this would prevent our Association-endorsed ticket from being split by
voters who liked the most well-known candidate from the Tea Party slate, who
happened to already hold public office at the county level. Our endorsed
candidates were strong and motivated, engaging in their own campaigning and
canvassing, but we as an association were incredibly active in this
campaign.
From the beginning, we took an approach that was laser-focused: we,
like many public employee organizations, had for so long been so intently
driven to refute the outlandish and inflammatory Tea Party sentiments that
devalue education and the role of teachers that we realized that we were
preoccupied with their rhetoric. We deliberately made the decision to IGNORE
THEM in this election. We will never change their minds, no matter how much we
reason with them, because they fundamentally do not value the service we
provide to the community. Instead, we focused on relying on the relationships
we'd built over the years and connecting with those in the community who DO
value education - fellow educators, parents of children in our schools and our
feeder schools, recent alumni, and friends/family/neighbors living in the
district - to increase voter turnout (which is historically dismal in these
odd-year spring elections).
STRONG SCHOOLS = STRONG PROPERTY VALUES. The Tea Party slate was
proposing a 10% cut to the levy that would absolutely gut education quality
and, as a result, gut property values when school quality dropped. Whatever
meager tax cuts they might provide in the form of decreasing the levy would
result in disastrous cuts to education quality and very little actual realized
savings to the taxpayer (approximately $200/year for an average district
boundary household, according to our math). The Tea Party slate was promising
tax cuts they wouldn't deliver and education cuts they would
deliver. Meanwhile, our Association-endorsed candidates were fiscally
conservative and responsible but also knew the value of quality education in
our community.
So to get this message out, we took a three-pronged approach to the
election:
#1: Increasing voter turnout
Education is a relationship-based industry, so we relied heavily on
those relationships. It could easily be said that our relationships won this
election for us. Please take that as the ultimate affirmation that WHAT WE DO
MATTERS! People trust us as the professionals we are and when we talk about
education, they will listen! Through internal communications with the
Association (primarily home email addresses and Remind101 texting), we provided
scripts to our members to share with friends/family who live in the district
through whatever communication tool they felt most comfortable using (email,
text, Facebook messaging, phone calls, personal conversations, etc.). We gave
incredibly explicit instructions - easy copy-paste text and scripts - and our
members shared it with everyone in their circle of contacts who lived within
district boundaries to get the word out about the election.
We also tapped into our relationships by reaching out to recent
alumni; our membership sent emails and Facebook messages to students who had
recently graduated, encouraging them to early vote over spring break if they
were still registered in our boundaries (which many of them were due to the
recent presidential election). We provided links to early voting locations and
instructions. We also provided them with absentee voting information to vote by
mail. Because so many of our recent grads value the experience they had in our
classrooms, they were more than willing to go the extra mile for us when we let
them know how important this election was for future generations of students to
receive the quality education they'd received.
Finally, we connected with our PTO and athletic booster
organizations, feeder school locals, and lists of IEA members living in our
district boundaries.
Compared to the local election in 2015, we increased voter turnout
by over 5%; this doesn't sound like a lot until you realize that turnout in
2015 was just over 10%. Turnout in 2017 was nearly 16%. While 16% is admittedly
still terrible turnout, it signified a HUGE increase from the election two
years prior. We considered this a huge victory.
#2: Social media outreach
When examining our target demographic, we discovered that placing a
hard-copy ad in the local newspaper would be a pointless waste of precious
resources; the demographic we were trying to target gets their news from social
media (Facebook and Twitter primarily). Since we were organized early, we began
driving traffic to our Association Facebook page four months prior to the
election by posting "sunshine" stories about student and teacher
successes. We also aligned these posts with Twitter to reach a broader
audience. We "sponsored" posts using our IPACE funds to be sure that
our posts were being seen by people of voting age in our district boundaries.
When the official campaign started mobilizing, we shared local endorsements for
our candidates, our candidates' written and video statements, video of
candidate forums, and other pertinent information on Facebook and Twitter. We
shared positive statements and videos about our candidates, touting their
expertise and suitability for office. But this digital outreach became even
more crucial when a candidate on the opposing Tea Party slate was found to have
engaged in abusive, vulgar behavior online. We were able to show this activity
to the public via social media and the candidate and opposing slate received
tremendous negative attention online and in local newspapers when our posts
went viral through extensive sharing. We also designed easy-to-share and
easy-to-read infographics that our members could use as their profile pictures
and share with friends.
#3: Targeted campaigning
Our 400-person membership was tremendously engaged in this election
process. However, we did have what we began to affectionately refer to as
"The War Room" - a core group of about 10 members who were the
driving force behind the campaign and were responsible for the campaign
strategy and mobilizing the broader membership. One of the members of the War
Room (a psychology/sociology/history teacher) came up with the idea of targeted
campaigning; he analyzed the data from the 2016 presidential election and
realized that although the county had gone for Trump, a large portion of our
district boundary had gone to Clinton. We dissected this voter data down to the
precinct, even down to the intersection. When it came time for mailers/door
hangers to be distributed (which the opposing slate was doing in force and with
a huge budget), we realized our meager budget did not allow for such
activities. So instead, we looked at those precincts that voted Democratic in
2016 and targeted them; our philosophy was that these were, to generalize,
people who valued education as evidenced by their prior blue votes but who
might not turn out for this local election due to a lack of awareness. We
believed it was our job to make them aware of not only how damaging the other
slate could be for the future of education in our district, but also how
valuable and beneficial our endorsed candidates would be.
We stuffed envelopes labeled by precinct with door hangers
advertising our candidates and how much they value education. At the final
association meeting before the election, we distributed these envelopes to our
membership along with maps of the precincts. We instructed them to hang these
materials on the doors of any family with children, and then to canvass
everywhere else. Again, we were targeting a specific demographic: people who
value education but might not show up to vote on election day. When the
election results rolled in, the precincts we targeted had much higher turnout
than those we did not.
In the end, we succeeded in getting our endorsed candidates elected
along with our preferred incumbent, which was a particularly surprising
achievement given the name recognition of the opposing slate's top
vote-getter.
A bit too little and too late, but it's come to our attention that
IEA actually provides many resources for locals to engage in grassroots action.
We pretty much did everything with this election on our own; in the future,
however, we plan to utilize the many resources that IEA provides.
Keys to our victory:
Organization, organization, organization!!!
Strong candidates endorsed by the Association
Alumni outreach (absentee/early voting)
Outreach to boosters/PTO/other locals
Clear messaging
Social media outreach
Phone calls to all IEA members living in district boundaries
"The War Room" - core group of talented, motivated members
who acted as a braintrust of campaign strategy and motivated the membership
Broad membership involvement
Targeted campaigning (right down to the precinct)
What we were up against:
Motivated local Tea Party
Prominent county politician on the slate
Opposing slate "Tax Cut" agenda with no specific strategy
(looks good on campaign signs)
Much larger budget
If we can succeed, anyone can!”
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