The Identification of Effective Strategies Used in Successfully Passing Tax Referendums in Missouri and Arkansas School Districts

Kreimer-Hall, Katie

The Identification of Effective Strategies Used in Successfully Passing Tax Referendums in Missouri and Arkansas School Districts

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The need for proper communication strategies during a bond or levy campaign has been a critical part of the tax referendum process. The intent of this study was to identify the best communication strategies used by superintendents during the three stages of a tax referendum. Planning a tax referendum, campaigning for a tax referendum, and then using communication strategies after a tax referendum were the three stages included. Communication strategies were separated into the two distinct categories of mass communication and personal communication to determine if superintendents preferred specific types of communication strategies over others. The design of this study allowed the researcher to gather quantitative and qualitative data from 202 superintendents in Missouri and Arkansas. Through the study the researcher found superintendents valued both personal and mass communication strategies throughout the tax referendum process. Respondents noted best practices when communicating with district stakeholders as well as the significance of citizen participation throughout the tax referendum process. In addition, superintendents emphasized the importance of ongoing routine communication strategies in order to build trust within the school community.

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