For school districts, running a successful school bond campaign isn’t just about securing funding for educational improvements—it’s also about building community trust, fostering engagement, and strengthening relationships between schools and the community. In a recent Peachjar Extra Credit episode, Matthew sat down with Jake Finch from Simi Valley Unified School District and Ryan Foran from Arcadia Unified School District to talk school communications strategy and bond campaigns. Read on for strategies that could not only lead to a successful bond vote, but also help educate and connect your community for long-term benefits.*

*Quick disclaimer: This is not legal advice. Please work with your local legal team to ensure you’re abiding by all local, state, and federal laws and jurisdictions.

Before we delve into considerations discussed by Jake, Ryan, and Matthew, let’s first outline bonds as a whole, and why districts would “go out for” bond campaigns. Jake mentioned that in school districts like Simi Valley, they often campaign for general obligation bonds, which are funding measures passed by the electorate—in their case, the school district. Additionally, in communities like Simi Valley, where developer fees are limited and primarily designated for new development, these bonds help cover essential costs such as security enhancements, technology upgrades, and building maintenance. Because state funding has become more limited over recent years, these bonds can play a crucial role in ensuring schools have the resources and infrastructure needed to support student learning and success. The funds raised by these bonds are repaid through property taxes, making it the responsibility of both residential and commercial property owners to ensure the debt is paid off over time. Thus, school districts have a fiduciary duty to communicate transparently with community members about how the funds will be spent and the costs involved. 

“We have a fiduciary responsibility to make sure that they understand what the money goes to.”

—Jake Finch, Simi Valley USD

So your district is looking to start a bond campaign. Here are some things to consider. 

For school districts, bond campaigns serve as an opportunity to educate the community about the critical needs of the district and how bond funding will directly benefit students, teachers, and the broader community. By addressing these concerns head-on, a school bond campaign could not only win support, but also build stronger, more informed community connections.

Successful school bond campaigns start with those strong community connections and involvement. Engaging with the community early—well before the bond is on the ballot—lays the foundation for trust and support. This includes informing voters about the district’s needs, past successes, and future challenges, as well as engaging with key community stakeholders. Early outreach helps voters feel connected to the process, which increases the likelihood of a "Yes" vote when the bond is on the ballot.

Polling and surveys at the beginning of the campaign can also help gauge public sentiment and identify key concerns, enabling campaign teams to tailor their messaging to address the issues that matter most to voters. As Ryan mentioned, it may not always be what you may think (say a new gym). By building relationships and educating the community from the start, you help create an informed, empowered community that is more likely to support the bond.

“If you’re thinking ‘in 3 years we might have to go out  [for a bond campaign]’, now’s the time to start. Now’s the time to get a communication person in your district telling your stories—don’t wait until you have to do that campaign in 6 months…”

—Ryan Foran, Arcadia USD

2. Transparency Builds Trust

 The previous point establishes that trust is essential to a successful bond campaign. Transparency is one of the most effective ways to build that trust. Providing clear, consistent communication—from the beginning—about how bond funds will be spent is crucial. One of the most effective ways to build trust is through implementation of Citizen Bond Oversight Committees. These committees, required by law in many districts, are made up of independent community members (not district staff), and are a great way to ensure accountability and demonstrate to the community at large that funds will be managed responsibly.

“That oversight committee is key to passing [the bond].”

—Ryan Foran, Arcadia USD

Jake also underscored the need for clear communication to staff as well as community members, saying, “We do talking points for our staff...We just can’t take a position on it, but we can tell them exactly what the bond is going to do for them and why it’s important.”

3. The Role of Professional Consultants: A Guide Through Campaign Strategy

“There’s a return on investment in hiring a professional firm for your bond campaign. They have a system that works, and it’s more science than art. They’ll guide you through what’s effective, even if you have your own ideas.”

—Ryan Foran, Arcadia USD

Running a successful bond campaign requires a clear strategy, and professional consultants can play a vital role in crafting that strategy alongside school districts. Consultants can bring expertise in voter outreach, messaging, and targeting key demographics—helping to ensure the campaign is executed effectively. They can also guide the school communications team in creating compelling, community-centered messaging that resonates with voters.

Consultants can help school districts craft effective messaging, identify key voter demographics, and develop targeted strategies. But beyond the logistics, they can also help school district teams understand how to effectively engage with the community, so their campaign resonates deeply with voters and builds a broader sense of shared purpose. 

“The number of support went from 54.7% to 57%. That was in a 10-minute conversation because of the education that happened along the way—and that is why you work with people who know what they’re doing.”

—Jake Finch, Simi Valley USD

Education through informed, strategic communication is the key to a campaign that doesn’t just win a vote—it brings the community together.

• Extra Credit Tip: Consult your local legal team for necessary legal advice and before taking further action during election season.  
  

4. The Long-Term Impact: Strengthening Community Relationships

A successful bond campaign doesn’t just result in funding—it can create lasting relationships and build stronger ties between the district and the community for years to come. By engaging with voters, being transparent, and aligning with their priorities, school districts can lay the groundwork for future collaboration and continued community involvement in education—ensuring student success.

The relationships formed during the campaign, through transparency, trust, and shared goals, can extend far beyond the bond measure itself. A strong community connection not only helps with future bond measures but also fosters a sense of shared responsibility and investment in the future of the district’s schools and students.

“If you pass a $300 million bond for your community, that sets up your schools for another 20 years and that's what we're all in it for—to help kids, to help families in our community. It's hard work but it's super rewarding."

—Ryan Foran, Arcadia USD

Running a successful school bond campaign requires more than just effective messaging and outreach. It’s about building trust, educating voters, and creating lasting community connections that extend beyond the ballot box. By collaborating with consultants, conducting thorough polling, and managing community expectations, school districts can craft a campaign that resonates with voters and leads to long-term improvements in schools.

When done right, a school bond campaign can be the start of a more engaged, informed, and unified community—a community that stands behind its schools and supports the needs of its students for years to come.

Looking for a more in-depth look at Bond Campaigns? Watch our recent Peachjar Extra Credit episode with Ryan Foran and Jake Finch to hear firsthand how community engagement and strategic planning can lead to (and have led to) bond campaign success.