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ERIC Number: EJ918611
Record Type: Journal
Publication Date: 2009-May
Pages: 3
Abstractor: ERIC
Reference Count: N/A
ISSN: ISSN-0036-651X
Transforming White Light into Rainbows: Segmentation Strategies for Successful School Tax Elections
Senden, J. Bradford; Lifto, Don E.
School Business Affairs, v75 n5 p 23-25 May 2009
In the late 1600s, British physicist Sir Isaac Newton first demonstrated refraction and dispersion in a triangular prism. He discovered that a prism could decompose white light into a spectrum. Hold a prism up to the light at the correct angle and white light magically splits into vivid colors of the rainbow! So what do prisms and rainbows have to do with winning school tax elections? The science of preparing for a school tax election begins with the development of an annotated voter file, which is the raw material that serves as the campaign's foundation. In the context of elections, the individual registered voter is the white light of Newton's experiment. File annotation is the process of merging other public and purchased databases and electronically "marking" segments or characteristics of the underlying registered voter file. Once this process has been completed, the full complement of annotations serves as an electoral prism, allowing the campaign to achieve a rainbow of segmentation coding. How far to probe the colors of the rainbow in segmentation coding and microtargeting is a strategy decision with cost and precision implications. Like Sir Isaac Newton, school leaders will need to use campaign prisms to separate voters into demographic groups. Once that has been accomplished, support for the proposal can be measured and the likelihood of different demographic groups participating in the referendum can be determined. These essential steps provide the foundation for effective microtargeting, communications, getting out the vote, and a winning campaign.
Association of School Business Officials International (ASBO). 11401 North Shore Drive, Reston, VA 20190. Tel: 866-682-2729; Fax: 703-478-0205; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Elementary Secondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: California