Successful Citizens' Initiatives
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Successful Citizens’ Initiatives A Guide to Winning Local Land-Use Ballot Measure Campaigns 2002 Edition 631 Howard St., Ste. 510, San Francisco, CA 94105 www.greenbelt.org Table of Contents Executive Summary………………………………………………………………4 Introduction ..................................................................................................... 7 Getting Started Deciding to Pursue a Ballot Strategy ....................................................... 7 First Steps................................................................................................. 9 Establishing Timelines ............................................................................. 9 Community Outreach & Building the Leadership Group ...................... 11 Steering Committee................................................................... 11 Coalition.................................................................................... 12 Campaign Structure................................................................................ 12 Campaign Manager ................................................................... 12 Treasurer ................................................................................... 12 Fundraising Chair...................................................................... 13 Outreach Coordinator................................................................ 13 Spokesperson............................................................................. 13 Other Roles................................................................................ 13 Outside Consultants................................................................... 13 Accountability........................................................................... 14 Establishing the Formal Committee....................................................... 14 Filing the Statement of Organization Form............................... 14 Opening a Bank Account .......................................................... 15 Other Types of Committees ...................................................... 15 Qualifying the Measure Drafting the Measure.............................................................................. 16 Filing the Petition................................................................................... 17 Publishing the Notice of Intent.................................................. 19 Petitions.................................................................................................. 19 Printing the Petition................................................................... 19 Determining the Number of Signatures Needed ....................... 21 Running a Signature Gathering Drive.................................................... 21 Signature Gathering Goals ........................................................ 21 Signature Gathering Locations.................................................. 22 Requirements of Signature Gatherers........................................ 22 How to Gather Signatures ......................................................... 22 Tracking Progress...................................................................... 23 Submitting & Verifying the Signatures.................................................. 23 Ballot Arguments ................................................................................... 24 Proponents’ Statement............................................................... 24 Rebuttals.................................................................................... 25 Election Rules Record Keeping...................................................................................... 25 Contributions............................................................................. 25 In-kind Donations...................................................................... 26 Loans......................................................................................... 27 Miscellaneous Income............................................................... 27 Expenses.................................................................................... 27 Unpaid Bills .............................................................................. 28 Mass Mailings ........................................................................... 28 2 Campaign Contribution Reporting......................................................... 28 Terminating the Formal Campaign Committee......................... 29 Common Reporting Errors........................................................ 30 Options and Requirements for Charitable Organizations....................... 30 Expenses Prior to Signature Gathering ..................................... 32 Expenses During Signature Gathering & Beyond..................... 32 Fundraising & Loans................................................................. 33 The Campaign Public Opinion Research........................................................................ 25 Opinion Poll .............................................................................. 33 Focus Groups ............................................................................ 34 Tracking Polls ........................................................................... 34 Campaign Plan .......................................................................... 35 Outline of a Typical Campaign Plan:..................................................... 35 Sample Organization Chart ....................................................... 38 Sample Countywide Campaign Budget .................................... 39 Sample Gift Table ..................................................................... 41 Fundraising............................................................................................. 43 Putting Together the Initial Plan ............................................... 43 Raising the Money .................................................................... 43 Individual Meetings................................................................... 43 Targeting ................................................................................................ 44 Using the Poll to Decide Strategy ............................................. 45 Win Scenario............................................................................. 46 Developing Message .............................................................................. 46 Volunteer Recruitment ........................................................................... 47 Reaching Voters ..................................................................................... 48 Direct Mail ................................................................................ 48 Purchasing Voter Files .............................................................. 49 Radio ......................................................................................... 49 Print Ads.................................................................................... 50 TV Ads...................................................................................... 50 Phone Banks.............................................................................. 50 Doorbelling ............................................................................... 51 Visibility.................................................................................... 52 Speakers Bureau........................................................................ 52 Free Media.............................................................................................. 53 Editorials ................................................................................... 53 Guest Editorials......................................................................... 53 Letters to the Editor................................................................... 53 Press Events .............................................................................. 53 Talk Radio................................................................................. 54 Public Forums ........................................................................... 54 Working with Reporters............................................................ 54 Conclusion ................................................................................................... 55 Appendix A: Campaign Timeline Worksheet Appendix B: Useful Contact Information .......................................................... 56 Appendix C: FPPC Approved Campaign Disclosure Software Vendor ............ 59 Appendix D: Sample Houseparty Fundraising Materials................................... 60 Appendix E: List of Bay Area Campaign Vendors…………………………….58 Appendix F: Sample Campaign Plan and Calendar……………………………63 3 Executive Summary Ballot initiatives have been extremely effective tools for preserving open space and controlling suburban sprawl in the Bay Area. Greenbelt Alliance has been involved in land-use ballot measure campaigns since the 1960s; over the years Greenbelt Alliance has learned many valuable lessons about the process of developing and winning citizen-based open space and anti-sprawl campaigns. This guide is not intended to be a substitute for professional campaign or legal advice—but it does lay out clear steps for citizens to take in contemplating, developing and winning local ballot initiative campaigns. This guide divides the components of a typical ballot initiative campaign into four sections: