In the November 2010 election, 72.9 percent of Shoreline, Washington’s voters turned out to approve a property tax increase by 56.5 percent. It was a successful experience for the Shoreline organization as explained in the article "Property Tax  Increase Approved" written by Robert Olander, Julie Underwood, and Debbie Tarry, and here are seven lessons learned by Shoreline staff:

1.    Seek expert help and guidance: We are policymakers and not necessarily experts in elections; obtaining sound advice from specialists is smart.

2.    Follow your research: If you invest in survey or polling data, use that information to guide your decision making.

3.    Ballot language is critical: Our core message had to be said in 85 words. Choose your words carefully.

4.    Do not lead with cuts; lead with what’s being funded: There will be an urge to identify programs that could be cut if the measure fails, but resist this. The experts stressed that citizens see this as a threat. When this question was posed, we referenced the community prioritization exercise, which illustrated some possible cuts.

5.    Strong community support for a Yes Committee is a must: Polling results indicated that an informed voter would be more likely to support sustaining current levels of service. Having an active campaign is instrumental in educating the voters.

6.    Count on having opposition: Until the election is over, operate on the assumption that opposition could surface at any time. Be prepared.

7.    Communicate with the council, the community, and the staff again, again, and again: Being redundant needs to be part of your communications strategy.

For information on the staff’s communications and campaign strategies, read the April PM cover story “Shoreline, Washington’s Story: Property Tax Increase Approved.”