Thinking About a Referendum? Community Engagement Should Start Long Before the Ask 

By Jacqueline Rachev, MNA, APR
Senior Account Supervisor, Nonprofit, Business and Government at PCI 

Summary: Community engagement should begin before a referendum takes shape. Here’s how public bodies can build trust, transparency and mutual understanding long before they ask voters for support. 

In our last blog post about referendums, we focused on the work public bodies should complete before pursuing one. That process matters because it gives municipal leadership the authority to move forward, showing that the organization has evaluated the need and considered the options before taking the issue to the community. But even a strong plan will fall short if the community does not understand it. That is why community engagement should start before the ask.  

Too often, public bodies begin engaging residents only when the stakes are high: a referendum is approaching, a capital project draws pushback or a difficult decision is already prompting concern. Meetings are scheduled, surveys are launched and messaging ramps up. But when community engagement is treated as a tool used only during moments of need, residents notice. The result is often skepticism rather than trust, frustration rather than collaboration and emotion-driven conversations shaped by urgency instead of understanding.  

Community engagement should not be viewed as a campaign tactic. It serves agencies best when it is approached as a long-term commitment and an ongoing relationship well before an organization ever asks the public to support a major decision. The most effective engagement begins before a question is ever placed on the table.  

What is Community Engagement? 

At its most basic level, community engagement is about relationships. It is talking to residents and carefully listening to them. Open houses, periodic surveys and requests for comments are common tools for engaging the public, but they are not community engagement on their own. Effective two-way dialogue helps the community understand an organization’s mission, how it serves the public and how decisions are made. 

Community engagement requires transparency about needs, priorities, resource constraints, and the benefits and impacts of decisions. Admittedly, those conversations can be uncomfortable, but when they occur regularly, they position an organization as a trusted source of accurate and timely information. 

In practice, community engagement can include: 

• Stakeholder listening 

• Facilitated discussions 

• Community surveys 

• Town halls 

• Open houses 

• Social media listening 

• Board and leadership feedback channels 

These efforts give residents opportunities to ask questions, learn more and respond. The goal is not persuasion. It is transparency, clarity and mutual understanding. 

Putting Community Engagement into Practice 

Ongoing community engagement does not require constant meetings or large-scale initiatives. In many cases, it is built through everyday actions and habits that reinforce accessibility and trust. Informal touchpoints – such as conversations with residents at community events or in a facility while waiting for a program to start – matter. These interactions provide valuable insight, signal that feedback is welcome outside of formal processes and surface everyday concerns that aren’t often raised in emails or at Board meetings. 

You’ve likely already incorporated structured listening opportunities into regular business activities through Board meetings, advisory group sessions, planning activities and targeted outreach efforts. These activities are important and create predictable opportunities for dialogue that extend beyond moments of controversy. 

Transparency and providing easy access to information are also essential. Explaining what was decided, why it was decided and how input was considered helps residents understand the decision-making process, manage expectations and build credibility. 

Your most effective tool for supporting ongoing engagement is your website. It is the only communications asset the agency completely owns, and it works on your behalf 24 hours a day. The website should provide easy access to: 

• Public meetings, agenda and minutes 

• Project plans and updates, including master plans and surveys 

• Community/resident news 

• Policies, procedures and other public documents 

• Frequently Asked Questions 

• Feedback forms or email addresses 

• Contact information 

The most effective engagement efforts are intentional rather than exhaustive. They prioritize clarity, consistency and follow-through, not volume. 

Why timing matters 

When engagement begins only after a referendum is taking shape, residents often question why their input matters now. They may assume decisions have already been made, and in the absence of regular communication, misinformation can spread quickly. Public bodies can find themselves reacting rather than leading, shifting the focus from listening and problem-solving to damage control. That is why engagement that begins when the stakes are highest is often the least effective kind.  

What good engagement makes possible 

When community engagement is treated as a regular part of operations rather than a response to controversy or the prelude to an ask, the dynamic between a public body and its residents changes. Conversations become less reactive, questions come earlier, and disagreement is more likely to be rooted in understanding than frustration.  

Over time, that consistency builds trust, leads to more honest feedback and gives residents a broader understanding of the organization’s role and the tradeoffs it must sometimes make. It can also create a greater willingness to consider larger or more complex requests because the context already exists. These benefits develop gradually through repeated interactions that show respect for the community’s perspective and clarity about organizational priorities. 

Engagement continues after the vote 

Community engagement should not end once ballots are cast. If a referendum is not approved, residents deserve clear communication about what happened and what comes next. If a referendum passes, accountability becomes even more important. Ongoing engagement, clear updates and visible follow-through help demonstrate stewardship of public dollars and public trust.   

Build relationships before you need them 

A referendum is not just about funding. It is also about whether residents trust the organization, bringing the question forward. 

Community engagement works best when it is part of the everyday rhythm of an organization’s operations, not something driven by urgency or necessity. Public bodies that invest in engagement over time are better positioned to navigate change, respond to evolving needs and address concerns before they escalate. The goal is not universal agreement. It is mutual understanding. If engagement begins only when an organization needs a yes or support for a hard decision, it has already waited too long. 

Don’t wait to engage your residents. Programs, initiatives and events are most successful when your community sees itself represented. Our team can help you identify your stakeholders, develop your messages and create a clear, credible path forward. Let’s talk. 

FAQ 

What is the goal of community engagement?
The goal of community engagement is not persuasion. It is transparency, clarity and mutual understanding so residents can better understand the organization’s mission, how it serves the public, how decisions are made and the factors shaping those decisions. 

Why should community engagement begin before a referendum is even considered?
Waiting until a referendum is taking shape can create skepticism and make residents feel their input is being sought too late to matter. Starting earlier helps build familiarity, trust and public understanding over time, giving organizations a stronger foundation before the stakes are high. 

What does meaningful community engagement look like?
Meaningful community engagement is more than a single meeting or survey. It creates ongoing opportunities for residents to ask questions, share feedback and better understand how decisions are made. That can include stakeholder listening, facilitated discussions, community surveys, town halls, open houses, social media listening and clear public information that supports two-way dialogue. 

How can public bodies engage residents before a referendum?
Community engagement before a referendum should be a natural continuation of existing outreach and dialogue. Public bodies can engage residents by maintaining regular opportunities to listen and share information through surveys, town halls, open houses, stakeholder conversations, social media listening and other accessible channels. The goal is to help residents understand the issue, ask questions and feel informed before a ballot question is ever on the table. 

Why does community engagement matter after the vote?
Community engagement matters before, during and after a referendum because public accountability does not end on Election Day. Whether a referendum is approved or not, residents deserve clear communication about the outcome, what comes next and how the organization will follow through. Ongoing engagement after the vote helps reinforce transparency, accountability and trust. 

Community engagement should start before you ask voters for their support. Our team can help you evaluate your referendum needs, align leadership and develop a clear, credible path forward. Let’s talk. 

Jacqueline Rachev, MNA, APR, is a senior account supervisor at Public Communications Inc., where she develops and leads community engagement and communications strategies for park districts, school districts and other public sector organizations. She has more than 25 years of experience helping public agencies strengthen trust, navigate complex issues and engage residents on matters that shape their communities.