Northern Humboldt Union High School District
Survey Analysis
by
Isom Advisors
May 26, 2010
1470 Maria Lane, Ste. 315
Walnut Creek, CA 94596
IAI
Isom Advisors
Methodology
There are 26,944 registered voters in the District
Northern Humboldt UHSD
  The Northern Humboldt Union High School District is currently assessing the feasibility of a
General Obligation Bond Program
  A voter opinion survey was conducted from Thursday, April 29th through Sunday, May 2nd
to assess support for a potential bond measure
  The survey tested voter attitudes regarding the District, projects to be funded by a potential
bond and tax tolerances
  400 individual voters were contacted during the four days
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Isom Advisors
General Questions
Voters believe education is heading in the right direction
  Would you say that education at the high
schools in your community is headed in the
right direction or the wrong direction?
  How would you rate the quality of education
provided by the Northern Humboldt UHSD?
Poor
2%
Wrong
Direction
22%
Right
Direction
50%
Northern Humboldt UHSD
Don't
Know
10%
Excellent
19%
Fair
17%
Good
52%
Don't Know
28%
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Isom Advisors
General Questions (cont’d)!
Voters are supportive of the District
Northern Humboldt UHSD
  Now I would like to ask you several questions regarding different aspects of the Northern Humboldt UHSD.
For each please tell me whether you would rate it is as Excellent, Good, Fair, Poor, or Very Poor?
Teachers
Principals
Excellent!
Superintendent
Good!
Fair!
Managing Finances
Don't Know!
Poor!
Board of Trustees
Very Poor!
0%
4
20%
40%
60%
80%
100%
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Isom Advisors
General Questions (cont’d)
Voters see the need for additional funding

Good schools help improve property values.
Disagree
4%
Don't
Know
5%
Agree
91%

Northern Humboldt UHSD

Because the State continues to reduce funding for
public education, local voters need to do more to
protect the quality of education in their local public
schools.
Disagree
11%
Don't Know
3%
Do you have any children who are now attending, or have you
ever had children attend school in the Northern Humboldt
UHSD?
Yes Current
18%
Agree
86%
No Never
37%
Yes - In
the Past
45%
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Isom Advisors
Ballot Measure
Support for the measure is above the Prop. 39 55% threshold

At this time, the District is looking to make significant school facility improvements and renovations, and the
District is considering placing a school improvement bond measure before voters in your community on the
November ballot. If the election were held today, would you vote “yes” in Favor of or “no” to Oppose the
measure?
“To improve the quality of education at
McKinleyville and Arcata High Schools; make
health and safety improvements; improve energy
efficiency including installing solar panels; upgrade
inadequate electrical systems; upgrade computers
and modernize outdated technology; and improve
athletic fields and facilities for school and
community use; shall the Northern Humboldt Union
High School District issue $25,800,000 of bonds at
legal interest rates, have an independent citizens’
oversight committee and have NO money used for
administrative or teacher salaries or be taken by the
State”
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Northern Humboldt UHSD
No
30%
Yes
53%
Lean No
3%
Undecided
11%
Lean Yes
3%
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Isom Advisors
G.O. Bond Projects
All projects tested below received over 65% support
Northern Humboldt UHSD
  For each project, please tell me whether it would make you More Likely or Less Likely to vote in favor of
the measure, or if it Makes No Difference if you knew funds would be used to:
Update Electrical Systems!
Modernize Libraries and Media
Centers!
Much More Likely!
Improve Energy Efficiency!
Somewhat More Likely!
No Difference!
Upgrade Technology!
Don't Know!
Somewhat Less Likely!
Make Health and Safety
Improvements!
Much Less Likely!
0%
7
20%
40%
60%
80%
100%
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Isom Advisors
G.O. Bond Projects (cont’d)
Voters support improving physical education fields and facilities
Northern Humboldt UHSD
  For each project, please tell me whether it would make you More Likely or Less Likely to vote in favor of
the measure, or if it Makes No Difference if you knew funds would be used to:
Go "Green" and Install Solar
Panels!
Construct Physical Education
Facilities (SSA)!
Build New Performing Arts
Center!
Much More Likely!
Somewhat More Likely!
No Difference!
Construct Athletic Facilities (SSB)!
Don't Know!
Somewhat Less Likely!
Construct an All Weather Track!
0%
8
Much Less Likely!
20%
40%
60%
80%
100%
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Isom Advisors
Tax Tolerances
There is some tax sensitivity
Northern Humboldt UHSD
  If you knew the bond would cost property owners in the District $19/$25/$30 per $100,000 of
assessed value per year in property taxes, would you be more or less likely to vote “yes” in Favor
of or “no” to Oppose the measure?
$19.00
Much/
Somewhat
Less
25%
$30.00
$25.00
Don't
Know
3%
Much/
Somewhat
Less Likely
34%
Don't
Know
4%
Don't
Know
4%
Much/
Somewhat
More
Likely
36%
Much/
Somewhat
Less Likely
44%
No
Difference
14%
9
Much/
Somewhat
More
Likely
58%
No
Difference
16%
Much/
Somewhat
More
Likely
46%
No
Difference
16%
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Isom Advisors
Ballot Measure
Northern Humboldt UHSD
Support for the measure increases when more information is given
  Now that you have heard some information regarding the proposed bond measure, projects, and
cost, if the election were held today, would you vote “Yes” in favor or “No” to oppose the
measure?
No
27%
Yes
54%
Lean No
3%
Undecided
13%
Lean Yes
3%
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Isom Advisors
SFID (School Facilities Improvement District)
46% of voters would rather vote on their own measure
Northern Humboldt UHSD
  If you knew that only voters in each high school’s improvement district would vote on the
improvements for their respective high school, would you be more or less likely to support the
measure?
Much/
Somewhat
Less Likely
25%
No
Difference
22%
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Don't Know
7%
Much/
Somewhat
More Likely
46%
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Isom Advisors
SFID (cont’d)
The SFID is supported by 45-47% of voters
  If you knew only property taxpayers from
each high school’s improvement district
would pay for the improvements for their
respective high schools, would you be more
or less likely to favor the measure? (SSA)
Much/
Somewhat
Less Likely
31%
No
Difference
20%
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Northern Humboldt UHSD
  If you knew, by law, all funds raised in each
high school’s improvement district would go
toward the improvements for their
respective high school’s, would you be more
or less likely to favor the measure? (SSB)
Don't Know
4%
Don't Know
4%
Much/
Somewhat
Less Likely
31%
Much/
Somewhat
More Likely
45%
Much/
Somewhat
More Likely
47%
No
Difference
18%
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Isom Advisors
SFID (cont’d)
Voters would rather support one measure
Northern Humboldt UHSD
  If given the choice, would you prefer to have everyone vote on one school measure, or would you
prefer to have voters from each portion of the District vote on their respective high school
improvements?
Don't Know
13%
One Measure
46%
Separate
41%
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Isom Advisors
Voter Demographics
Voter demographics are favorable to bond programs
Northern Humboldt UHSD
  District has an estimated 26,944 total voters
Voter Age
Demographics
  Majority of voters are Democrats (46%)
  35% of voters vote-by-mail
18-24
12%
65+
17%
  District has a younger voting population with 36%
of voters aged 55 and older
25-34
22%
District Voter Demographics
Total
Percent
Republicans
5,463
20%
Democrats
12,423
46%
9,058
34%
Other
55-64
19%
35-44
14%
45-54
16%
VBM Voters
9,300
35%
Source: Political Data
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Isom Advisors
Ballot Measure – by Age Group
A very conservative group of voters were surveyed
Northern Humboldt UHSD
Post-Benchmark Ballot Question by Age Group(1)
25-34
35-44
25-34
3.3%
45-54
65+
31.5%
55-64
35-44
8.8%
65+
0%
20%
Yes
(1) Voters
40%
Lean Yes
Undecided
60%
Lean No
age 18-24 were included in the survey sample, however none
participated in the survey
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80%
Voters Surveyed
N=400
100%
No
55-64
32.5%
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Isom Advisors
45-54
24.0%
Conclusions & Timeline
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Isom Advisors
Conclusions & Recommendations
There is sufficient voter support for a bond measure
Northern Humboldt UHSD
  District has sufficient voter support (57%) for a General Obligation bond measure, including
the Lean Yes
  While there are positive attitudes toward the District, public outreach could be used to improve
attitudes and awareness
  The majority of voters support most of the projects tested
  There are some tax rate sensitivities, which may be overcome through voter outreach and
education
  Voters would rather support one district wide bond measure than create SFIDs
  We recommend the District to continue to assess the community for support of a local bond
measure and to plan on placing a bond measure on the November 2010 ballot
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Isom Advisors
Timeline
Following these key steps are critical to District’s success
Task
Responsible Party
Date
Prepare and complete project list
District/Architect
Completed
Initiate public information program, speaking with elected officials, large
taxpayers, community service groups to discuss proposed bond
District
Ongoing
Conduct Survey
Consultant
Completed
Prepare Survey Results
Consultant
Completed
Present Survey Results to Board
Consultant
May
Prepare Resolution for calling an election including ballot language, tax rate
statement and project list
Consultant/Bond Counsel
June
Board Meeting - Board action to adopt resolution calling an election
District
June
Submit Resolution and Tax Rate Statement to call election
District
July 7th
Form campaign committee and conduct campaign kick-off meeting
Campaign Committee
August
Prepare Argument in Favor of Measure
Consultant/District
August
Submit Argument in Favor of Measure
Consultant/District
August
Run Campaign
Campaign Committee
Aug. – Nov.
Election Day
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Northern Humboldt UHSD
November 2nd
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Isom Advisors