The MORRIS LEATHERMAN Company - WILLMAR PUBLIC SCHOOL DISTRICT RESIDENTIAL SURVEY PRE-REFERENDUM STUDY

The MORRIS LEATHERMAN Company
     WILLMAR PUBLIC SCHOOL DISTRICT RESIDENTIAL SURVEY
                               PRE-REFERENDUM STUDY
                                 Findings and Implications

Residential Demographics:

The typical Willmar Public School District resident lived there for 23.2 years. Eighteen percent resided
there for ten years or less, while 33% lived there for over 30 years. The median age of adult residents is
49.0 years old. Nineteen percent are under 35 years old; thirty-eight percent are 55 years old and older.
The typical resident has some post-secondary experience, though short of graduation. Twenty-six
percent report high school graduation or less. Twenty-nine percent have post-secondary educational
experience, and 42% are college graduates or post-graduates. Women outnumber men in the School
District by four percent.

Thirty-three percent of the School District’s households contain Willmar Public School students; one
percent use non-public alternatives or open enrollment. Sixty-six percent report no school-aged
children at home. Twelve percent of the households report the presence of an infant or preschooler.
Among households with current Willmar Public School students, 56% report the presence of elementary
school students; fifty-six percent also report the presence of middle school students; and, 44% report
high school students in residence.

 Thirty-one percent rent their current residence. The median value of owner-occupied housing is
$174,000.00. Forty-one percent report they are fiscally stressed – either their monthly expenses exceed
current income or monthly expenses are met but little or no savings are put aside. Fifty-eight percent
report no fiscal stress – either managing comfortably and putting some money aside or managing very
well. Seventy-six percent live in the City of Willmar, five percent reside in another town, 13% live in
rural non-farm areas, and six percent reside on farms.

Meeting Student Needs:

Ninety percent of the sample thinks the Willmar Public Schools meet the learning needs of either “all” or
“most” students. Only seven percent think the schools meet the needs of “only some” or “very few.”
There is no consensus about the type of student whose needs are unmet.

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Perceptions of the Willmar Public School District:

Ninety percent rate the quality of education provided by the Willmar Public Schools as either “excellent”
or “good.” In fact, 25% rate the quality as “excellent.” Only nine percent are more critical in their
evaluations, and two percent are “unsure.” Compared with five years ago, 34% view the current overall
quality as “better,” 55% regard it as “about the same,” and only six percent think the quality of
education is “worse.” Critics point to “growing diversity,” at 30%, and “poor discipline,” at 26%.

“Good teachers,” at 27%, is the aspect of the School District liked most by residents. Fifteen percent
point to “variety of programs,” while 14% say the School District is “well-run.” Ten percent each focus
on “good academics” and “excellent academics.” Eight percent remark about the “broad curriculum.”
Seventeen percent view “large class sizes” as the most serious problems facing the Willmar Public
Schools. Twelve percent cite “lack of funding.” “Poor past spending” and “outdated facilities” are each
raised by nine percent. Seven percent talk about “lack of discipline,” while six percent cites “high taxes.”
Twenty-one percent report there are “no serious issues” facing the School District. This last group of
“boosters” is over three times as high as the norm.

A convincing majority of 69%-23% agree that “when the Willmar Public Schools ask voters to approve a
property tax increase, it is only after the Administration and School Board have considered all other
budget alternatives.” A similar 71%-21% agree that “during the last couple of years, the Willmar School
District Administration and Board have managed the budget effectively and efficiently.” On these two
key measures of fiscal credibility, the Willmar Public School District is well above the 50% threshold
indicating fiscal responsibility.

A solid 88% believe “our community receives a good value from its investment in local public schools,”
while 11% disagree. Most important, by a 72%-20% margin, residents believe “the Willmar Public
Schools are a good investment and [they] would support a referendum to protect that investment.”

Finally, the inclusiveness of the School District is assessed in the statement: “The Willmar Public School
District Board and Administration do a good job of involving community leaders, parents, and interested
citizens in decisions about the schools.” A super-majority of 81% agree with this statement, while 16%
disagree.

Thirty-four percent of the sample report household members used Community Education programs
offered by the School District.

School District Job Performance Ratings:

Sixty-five percent report they follow the work of the School Board and Administration in the Willmar
Public Schools either “very closely” or “somewhat closely.” Thirty-five percent, though, indicate they
follow “not very closely” or “not at all closely.”

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A very high 74% rate the job performance of the Willmar Public School Board as either “excellent” or
“good.” Only 20%, rate it as “only fair” or “poor.” The remaining seven percent are “unsure.” A
similarly high 74% rate the job performance of the Superintendent favorably, while 19% are more
critical. This time, eight percent are “uncertain.” In both cases these ratings are among the highest
across the State of Minnesota. Eighty-two percent rate the District’s Principals as either “excellent” or
“good;” a small nine percent are more critical and 10% are “unsure.” Ninety-four percent rate the job
performance of teachers and instruction staff as either “excellent” or “good.” Three percent see them
as “only fair” or “poor,” and three percent are “unsure.” This evaluation ranks among the highest ten
districts in the State of Minnesota.

Tax Climate:

The tax climate in the School District is generally benign. In comparison with neighboring areas, 36%
think their total property taxes are “high,” and 56% see them as “about average.” Focusing on school
district taxes, 31% think they are comparatively “high,” while 60% see them as “about average.” The
Willmar Public School District enjoys one of the most gentle tax climates in the State of Minnesota.

Referendum Predisposition:

The Willmar Public School District is one of the very few districts enjoying a positive “quick difference”
on an announced referendum. Twenty-six percent report they “would vote for almost any tax increases
for the schools,” while 20% “would vote against almost any tax increases for the schools.” The “quick
difference” between this “core support” and “core opposition” is +6%. What this means is upon hearing
of a School District referendum election, supporters initially outnumber opponents by six percent; there
is no lost ground to make up in the election campaign. A favorable split among residents who” would
vote for a tax increase under some conditions, but against it under other conditions,” a 44% plurality,
will guarantee success at the polls.

Specific Bond Referendum Proposals:

Residents were asked about their reaction to a bond referendum proposal. Without knowledge of the
specific components in the proposal, the typical resident indicates a willingness to increase their taxes
by $11.60 per month. But, 26% are unwilling to increase their property taxes at all for this purpose.

Next, residents were asked about their support of or opposition to a property tax increase for three
different proposals to address classroom space and facilities needs. The first option is a $58.2 million
bond referendum for twenty years. The funds would be used for the construction of a new seventh and
eighth grade building on the High School campus. The current middle school would be remodeled into a
Kindergarten to sixth grade elementary school. Funds would also be used for deferred maintenance

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projects and remodeling at all district schools. Finally, they would be used for physical education space
at the high school. If voters approved a bond referendum to fund these improvements, the owner of a
$100,000 home would see a monthly property tax increase of about $12.00 or $143.00 per year, while
the owner of a $200,000 home would see a monthly property tax increase of about $30.00 or $360.00
per year. If the election were today, 47% would support this proposal, while 51% would oppose it, and
three percent were unsure. Supporters based their decisions on the “importance of education,”
“needed,” and “reasonable cost.” Opponents cited “too high cost,” “taxes already too high,” and “poor
district spending.”

The second option is a $50.8 million bond referendum for twenty years. The funds would be used to
purchase land and build a new elementary school for Kindergarten through fifth grades and add science
classrooms to the middle school. They would also be used for deferred maintenance projects and
remodeling at all district schools. Again, funds would be used for physical education space at the high
school. If voters approved a bond referendum to fund these improvements, the owner of a $100,000
home would see a monthly property tax increase of about $10.00 or $124.00 per year, while the owner
of a $200,000 home would see a monthly property tax increase of about $26.00 or $313 per year. If the
election were today, 51% would support this proposal, while 48% would oppose it, and two percent
were unsure. Supporters based their decision this time on the “importance of education,” “needed,”
and “reasonable cost.” Opponents thought the “cost is too high” and “not needed.”

The third option is a $40.0 million bond referendum for twenty years. The funds would be used for the
construction of additional classroom space at the middle school for fifth graders and to add science
classrooms. They would also be used for deferred maintenance projects and remodeling at all district
schools. Remaining funds would also be used for physical education space at the high school. If voters
approved a bond referendum to fund these improvements, the owner of a $100,000 home would see a
monthly property tax increase of about $8.00 or $98.00 per year, while the owner of $200,000 home
would see a monthly property tax increase of about $20.00 or $247.00 per year. If the election were
today, 55% would support the proposal, 41% would oppose it, and three percent were unsure.
Supporters based their decision on the “importance of education,” “needed,” and “reasonable cost.”
Opponents pointed to “lack of need” and “poor district spending.”

When all three options are considered, 30% prefer the $40.0 million bond referendum proposal, 19%
opt for the $50.8 million bond referendum proposal, and 18% chose the $58.0 million bond referendum
proposal. But, 26% report they oppose all of these alternatives.

Construction of a Field House:

If the School District approves one of the three bond referendum options, the addition of a second
ballot questions would be considered. The second question would be a $7.8 million bond proposal for
the construction of a field house with six athletic courts and a fitness track. Respondents were also told
the owner of a $100,000 home would see a monthly property tax increase of $1.75 or $21.00 per year,

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while the owner of a $200,000 home would see a monthly property tax increase of about $4.00 or
$52.00 per year. Fifty-five percent support this second question, while 40% would oppose it and five
percent were unsure. Reasons provided by both opponents and supporters of this question for their
decisions mirror the reasons provided in the first bond referendum proposals.

Sources of Information:

 The most often-cited principal source of information is the “local newspaper,” at 31%. Eighteen
percent point to a “mailed newsletter,” and 10% indicate the “School District website.” Twelve percent
consider the “grapevine” as their principal source of information, and 14% cite “staff or teachers.”

Not surprisingly, the most effective way to receive information about Willmar Public Schools is the “local
newspaper,” posted by 33%, or the “mailed District newsletter,” cited by 31%. Nineteen percent point
to “e-mail.”

Eighty-nine percent are “satisfied” with the amount of information they receive from the Willmar Public
Schools. Eleven percent report they are “not satisfied, because they receive too little information about
issues they are most concerned about,” and one percent is “not satisfied, because they receive too
much information about issues they are not concerned about.”

Referendum Strategy and Implications:

The Willmar Public School District is almost singular across the State of Minnesota: a mature community
that is very supportive of its public schools. When asked about the characteristics they like most about
the public schools, a majority point to “high quality academics,” “broad curriculum,” and “good
teachers.” A very large 21% think there are no serious issues facing the School District. And, 90% rate
the quality of education highly.

The fiscal credibility of the School District is comparatively high, trust levels are solid, and job ratings are
uniformly strong. In fact, the Willmar Public School District is one of the very few in which its residents
are positively predisposed to a tax increase for the schools.

One proposal elicits majority support with over $50 million in bonding funds: the second option,
requesting $50.8 million dollars. In addition, a second contingent ballot question for funding the
construction of a field house should be placed on the ballot. At the current projected level of turnout, at
33% in this special election, the referendum would lose by a 54%-44% margin. To reverse this result,
several demographic groups need to be targeted for both advocacy and motivational contacts from a
grassroots group, in additional to information provided by the School District.

The expected turnout at this time is 33% of the eligible electorate. Turnout and support levels must be
raised among three identifiable groups:

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1. Parents of current Willmar Public School children, particularly whose students are in
         elementary or middle schools.
         2. Voters who registered during the past five-to-twenty years.

Achieving a 40% turnout among both of these groups, together with a 58% majority in favor of the first
question, would provide a victory at the polls

In addition, providing clear information that passage of Question Two only occurs if Question One is
successful would provide an additional two percent -- among respondents indicating a No/Yes vote – to
the overall margin.

Conclusions:

The Willmar Public Schools has built a remarkable reservoir of goodwill among its residents. It is not
only deep but very broad – spanning age, household types, and education level. This will not only serve
the District well in the near term, in a coming referendum election, but will also help in the navigation of
any key issues in the long run.

Methodology:

This study contains the results of a sample of 400 randomly selected adult residents residing in the Willmar Public School
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District. Professional interviewers conducted the survey by telephone between December 3 and 14 , 2013. The typical
respondent took 17 minutes to complete the questionnaire. The results of the study are projectable to all adult Willmar Public
School District residents within ± 5.0 % in 95 out of 100 cases.

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