Bond passage not a cheap endeavor

Newton’s Preserve The Pride political action committee, which helped the district get more than the 60 percent passage in Tuesday’s $26.9 million bond to rebuild the Berg Complex, raised about $6,500 to make it happen.

Meanwhile, the Newton Community School District’s Board of Education unanimously voted to hire the team of Sara Opie and Jeff Huggins, two seasoned Des Moines-area public relations consultants, to aid with the bond campaign. The $100-per-hour charge, with a guideline of 400 total hours, cost the district about $40,000.

Board President Sheri Benson said she is very grateful to Newton voters for supporting and trusting the board and the district with the rebuilding of Berg, and she’s grateful for the help Opie and Huggins provided, even though it required a significant investment from the district to pay for their public-relations guidance.

“It’s been nearly 20 years since we’ve put a large bond before the voters,” Benson said. “This project was so large and so important, the board wasn’t comfortable that we had anyone with the expertise Sara and Jeff could bring. It wasn’t in our niche. They helped set up a timeline and assign roles, and with their eyes and guidance, we were more organized in what we presented to the voters.”

Superintendent Bob Callaghan said he feels the money to hire a board consultant was well spent.

"The board had no experience with the communications that are required to educate and inform the public about the facts behind the need for a bond referendum and the needs of the campus," Callaghan said. "Sara Opie and Jeff Huggins have a great deal of experience in the methodologies required to communicate the facts about important issues."

Josh Cantu, one of three NCSD board members who also served on the Preserve the Pride Committee, agrees.

"Their services were both wise and useful allocation of funds. None of the current board members were experienced in running a campaign (outside of getting elected to the school board itself, which is an entirely different type of campaign). Their insight and experience in the planning of activities, recommendations for types of media to use and both timing and frequency of that media was very helpful. We will be documenting the process we went through for future efforts. While their service was as consultants to the board, the bond campaign wouldn't have been successful without the volunteer committee members who put in countless hours actually doing all of the work needed in executing those plans."

Bond committee member Fran Henderson said Opie and Huggins were instrumental — especially when the committee was first getting started.

"In the beginning, they helped us establish goals and direction in what we needed to do," Henderson said. "They met with us frequently early on and then later I think there was a lot of phone conversations. They were present for a couple of the tours, helped us with radio and newspaper."

However, spreading the word about the vote was primarily the job of the Preserve the Pride committee. More than 25 volunteers organized and sought out individuals and businesses hoping to see the bond pass. Financial support was sought for advertising purchases and printed materials to help promote a “yes” vote.

The committee raised about $6,500, according to documents submitted to the state for the Sept. 6 state-reporting deadline and had spent all but about $600 as of Tuesday. The committee plans to purchase thank-you notes and advertising that will leave it with a zero balance.

Cantu said most of the donations were small.

“We had a few businesses donate $500,” Cantu said. “We had 75 contributions, which makes the average donation, $86.25. This is a mix between personal and business contributions.”

The largest business contributors were FNNB, Accents in Concrete and Garden Gate Landscaping, all of whom donated $500. The highest individual contribution was $200.

There were also in-kind donations made, such as paying the entry fee for the Newton Fourth of July Parade or donated printing supplies and services.

Cantu said there were plans to purchase thank-you advertising and letters to donors and supporters as well as placing an ad in the paper thanking the community for their support.

If there is still money left after thank-you purchases, according to NCSD Board Vice President and bond committee member Travis Padget, the remaining funds would be donated to a charity, such as the Newton Community Education Foundation.

Cantu said there is no intention of hanging on to money for a long period of time.

“We are still targeting a zero balance when all is finished up,” he said.

Contact Jason W. Brooks at 641-792-3121 ext. 6532 or jbrooks@newtondailynews.com