Consultants tell Mercer Island board residents back more funding after information; recommend student-focused messaging

Strategies 360 presented results of a representative survey of 400 Mercer Island School District adult residents and offered strategic communications recommendations for future funding measures.

The firm’s survey of adults 18 and older in the district found generally high satisfaction with the quality of education and favorable views of the school board. Before any messaging, 57% of respondents said the district needs additional funding; that figure rose to 68% after respondents read informational descriptions about potential funding components. The consultants emphasized that the survey sampled adults (not only registered voters) and carries a margin of error of plus or minus five percentage points at the 95% confidence level.

Survey testing of funding components showed the highest priorities center on items that affect students’ daily experiences: maintaining student programs (elementary band, orchestra and choir; athletics at middle and high school) and improving teacher-to-student ratios and elective availability. Consultants recommended framing communications around student outcomes and the benefits taxpayers receive, rather than technical or systems-focused language. Two tested thematic messages performed best: a “rigorous academics” message about individualized attention and challenge, and a “cuts” message warning that, without funding, staffing and programs such as special education, athletics, performing arts and nursing could face reductions.

Strategies 360 also tested potential bond components. Safety, security and ADA upgrades (described as making campuses more secure and accessible) received relatively strong support (about 62% rated as a top or high priority). Other items such as sustainable-construction strategies and replacing an older elementary school received lower top-priority ratings in this survey.

On outreach, respondents reported that they most often learn about district news from friends and neighbors, local newspapers and mailed community newsletters — channels that reach many nonparents. The consultants recommended a multi-channel approach combining district-owned channels (email, website) with community intermediaries (PTSA groups, local media) and clear, detailed explanations of how funding would be used at each school and the tax implications for households.

Board members asked about sampling (the firm said interviews were matched to American Community Survey demographics and used a data provider for contact information), audience segmentation and how to reach nonparents and recent graduates. Strategies 360 said targeting recent graduates directly is difficult without contact lists but noted age-breakdown data can serve as a proxy. The firm reiterated that clear, student-centered explanations and repeated messaging over time improve public understanding of levy and bond components.

District staff thanked the consultants and described the presentation as useful for future outreach planning.