Every year, education is listed as a top concern for voters. This is not surprising, as there are more than 13,000 school districts in the United States with approximately 83,000 school board members. More than 97% of these local school board members are elected, with very few districts having appointed members. This year (2023), approximately 9,000 school districts in 35 states are holding regular school board elections.
Even though education consistently ranks as a voter concern, voter turnout in school board elections remains low. One reason for low voter turnout may be the different dates for school board elections and general elections. Some have advocated combining school board and budget elections with other local and state election dates to increase voter turnout. However, to date there has been no change in this direction.
The best way to secure a School Committee position is to motivate your supporters to get to the polls. Candidates must demonstrate a passion for the community and education. They must demonstrate an ability to work with others and bridge conflicts. They must demonstrate a plan to pursue the best interests of students and the community as a whole.
When planning a successful school board campaign, keep the following points in mind:
1. Make sure your logo speaks to voters
Keep it simple. Your choice of colors and fonts should represent what you stand for. Consider leaving partisan politics out of the discussion. Most voters want someone who will put kids first. That’s their primary concern. They want a school committee that listens, cares, and gives them every advantage possible.
2. Create your platforms, messaging, social media accounts, and content calendar
What are you willing to stand up for? Find your passion and focus on that. Take the time to learn and understand the daily struggles of teachers and what is going on specifically in your school district. Set up social media accounts and create a content calendar to ensure consistency in messaging around these issues.
3. Funding and budgeting for print and digital programs
It’s important to have a solid financial plan in place to fund your campaign activities and materials. Start by building a strong base of grassroots donors, including family, friends, colleagues, and other community members. From there, grow support by developing a strong mix of print and digital media that delivers a consistent, multi-channel message. This includes a website, active social media and email accounts, yard signs, direct mail, and light cards.
4. Take great campaign photos for your campaign materials
Appearance matters in your campaign materials, so plan ahead. Hire a professional photographer or use a quality cell phone. Either way, think carefully about what you wear. Choose clothes that are comfortable, show who you are, and look good on camera. Don’t forget to get some action shots. If there are other people in the photo with you, let them know how you intend to use their image and get their written permission.
5. Build a cohesive on-site team
Every great leader is supported by a great team, and your campaign is no exception. At a minimum, you’ll need a campaign manager, treasurer, and press secretary. (The candidate shouldn’t hold these positions.) The rest of your team can be made up of volunteers. If you have a large number of volunteers, it’s helpful to have someone on your team to act as a volunteer coordinator.
Once your team is in place, it’s important that everyone is on the same page. From distributing light cards and signs to email messaging and social media posts, make sure all forms of communication are consistent and represent your message appropriately. This is especially important when selecting team members who will be canvassing doors and meeting with voters. After all, canvassing is perfect for local elections and provides excellent direct feedback from voters. Bottom line, if a new message emerges during your campaign, make sure to update everything to stay on brand.
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