A Campaign for Transit: Getting to Yes in Ohio
Executive Summary
Greater Ohio Policy Center &
Erica Spaid
June 1, 2010
The Time is Ripe to Raise Awareness and Funding for Transit
After intensively evaluating the feasibility of undertaking a winnable transit campaign, the Greater Ohio
Policy Center concludes that the moment is now to launch a statewide transit funding campaign in Ohio.
We request an amount of up to $300,000 from the Rockefeller Foundation to fund an initial pre-campaign
education and coalition-building phase of the Ohio 2012 Transit Campaign that will ultimately leverage a
winning ballot initiative. We view this investment as “seed money,” that much like venture capital, is
invested based on the presence of important indicators of success and that has the ability to leverage huge
rewards for Ohioans, in terms of increasing transit funding and leveraging victories in other transit
debates currently happening in the state. The Ohio 2012 Transit Campaign Phase One consists of a
comprehensive and all-encompassing education and coalition-building campaign that builds on regional
projects and economic need, and leverages an emerging reform mentality among voters. Phase Two will
focus on galvanizing support for the targeted policy change—a ballot initiative that amends the state
constitution to raise state transit funding.
Throughout this assessment period, Greater Ohio uncovered both political and economic indicators of the
potential for campaign success. In the area of building political will, we witnessed widespread pent-up
energy and demand from a range of constituencies around Ohio for transit. It was evident at a coalitionbuilding convening we hosted for transit-interested groups, was reiterated throughout ongoing “kitchen
cabinet” meetings with key stakeholders, and also observed in the momentum of localized organizing
efforts in parts of the state affected by service cuts and fare increases. The campaign plan we propose
will merge these local organizations, coalitions and efforts to form an unprecedented statewide coalition
to raise awareness about the role transit can play in community and economic revitalization and
ultimately sway voters to support increasing transit funding. Throughout this research phase, we also
discovered receptivity to our message from members of the business community and state legislature who
are open to our ideas but want to see more evidence. This initiative will provide that.
In addition to signs of mounting political will, there are several economic and demographic trends
aligning that form an unprecedented climate for such an effort. These include:
•
Ohio’s recent ARRA award for an intra-state passenger rail line
•
Service cuts and fare increases in nearly every major transit district
•
Population projections indicating that one in four Ohioans will be 60 or older by 2030 and face
pending mobility issues
•
Poll results and several recent winning regional transit funding measures reveal bright spots of
receptivity among Ohio voters that will be stoked through the first phase of a comprehensive
education and outreach effort
•
Several proposed capital projects being debated in the state, including streetcars in Cincinnati,
light rail in Columbus, and intrastate high speed rail
•
State legislators working to incorporate the CNT Housing + Transportation paradigm, which
looks at the true cost of housing based on location and transportation costs, into statewide policy
making
•
Ohio’s status as a battleground state in the 2012 Presidential Election provides an opportunity to
engage national candidates on this issue and a means to foster a national transit dialogue
•
Expanded transit opportunities being increasingly viewed by policy makers, local leaders and
residents as one of four crucial elements that drive prosperity in a paradigm that offers an antidote
to Ohio’s long-term economic woes
Greater Ohio Policy Center - A Campaign for Transit: Getting to Yes in Ohio – Executive Summary
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Ohio is currently poised to embrace a new economic paradigm. After a long love affair with the
automobile and cheap energy, many leaders and citizens of Ohio have recognized that continuing status
quo transportation and development policies will not position the state to prosper and will only erode
Ohio’s economic future. There are currently several sophisticated and viable efforts underway in Ohio to
address this situation, but this initiative is constructed to leverage these efforts, bring them to scale and
provide the momentum to move the state into a new era of prosperity.
Primary Campaign Goal: Raise $250 Million Annually
The primary goal of the Ohio 2012 Transit
Campaign is to raise $250 million annually
for transit capital and operations through a
quarter percent addition to the state sales
tax. 1 Increasing funding to this level and
providing a dedicated funding source that
adjusts to inflation is a game-changer for
public transportation in Ohio, representing
an increase of 25 times current funding
levels, as shown in Figure 1.
Figure 1 - Current vs. Proposed Annual Transit Funding Levels
Every transit agency in the state will
benefit from increased funding and ninety
percent of the state’s population resides in
the counties that will receive new funding
(Figure 2). The new funding will:
$275,000,000
$250,000,000
$225,000,000
$200,000,000
$175,000,000
$150,000,000
$125,000,000
$100,000,000
$75,000,000
$50,000,000
$25,000,000
$Current
Proposed
Annual Funding
•
Eliminate the need for fare hikes
and stabilize the state’s public
Figure 2 – Location of Proposed New Investment, by County
transportation systems that have
experienced funding cuts for the last ten
years.
•
Expand service throughout the state and
fund new rail and streetcar projects based
on competitive scoring measuring
economic, social equity, and
environmental benefits.
•
Cleveland
Toledo
Youngstown
Akron
Canton
Create incentives for TOD and transitsupportive land uses around stations.
Columbus
Dayton
•
•
1
Allow investment in new, energyefficient bus fleets.
Counties that will receive an
increase of funding
Cincinnati
Reduce sprawl and provide other land use
planning improvements.
Counties with no transit service
Location targeted for new capital
investment
Equal to a $0.25 cent increase in the current state sales tax rate.
Greater Ohio Policy Center - A Campaign for Transit: Getting to Yes in Ohio – Executive Summary
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Equity & Transit Oriented Development: A Central Focus of New
Revenue
The revenue from the sales tax will also promote transit-oriented, mixed use, and mixed-income
development around stations. We will allocate:
•
•
1 percent of revenue for station-area planning efforts
3 percent of revenue to form an infrastructure loan fund
Station area planning monies will ensure that cities along new transit lines are well-positioned to generate
ridership and capture economic development benefits. An infrastructure loan fund will help unleash the
market potential of sites on the proposed transit lines and facilitate transit oriented development by
providing low- or zero-interest loans to fund infrastructure investments needed to leverage private
development along the line. Projects seeking funding will compete based on economic, environmental,
and social equity criteria.
To further ensure that equity remains a strong and ongoing component of the campaign and the benefits
of the new funding stream are inclusive, we are partnering with the NAACP, Coalition on Homelessness
and Housing in Ohio (COHHIO), Local Initiatives Support Corporation, Ohio CDC Association, and
Enterprise Community Partners, among others.
Two-Phased Campaign Strategy
Greater Ohio has concluded that a two-phased approach is an essential part of our campaign strategy. By
launching an initial education and outreach phase in the first eighteen months of the Ohio 2012 Transit
Campaign, we will work with and grow an emerging diverse statewide transit coalition, coalesced by
Greater Ohio, that is seeking a transit leader around which to rally. During the outreach phase, we will
unleash additional support for transit, lay the groundwork for a successful ballot initiative, and earn shortterm victories for the coalition by lending vocal support to several transit projects currently under
consideration in Ohio. See Figure 3 for the campaign timeline.
Phase One – Education, Outreach, and Building Support
During this crucial phase, we have two objectives: (1) build a platform for advancing public
understanding of transit in Ohio and (2) lay the groundwork for Phase Two. We will continue coalitionbuilding and conduct outreach to business and community leaders, elected officials, and other key
stakeholders. The campaign will also orchestrate an ambitious speakers series, new media and web
presence, and earned media campaign to spread our message and educate Ohioans on the value of transit.
To prepare for the electoral phase, we will hire key staff, fundraise, and conduct polling to begin
establishing voter targets. Measurable metrics for the success of Phase One goals are discussed in more
detail in the campaign plan.
Phase Two – Running a Winning Ballot Initiative
Phase Two will start with a signature gathering effort to put the initiative on the ballot. This will involve
a massive direct-voter-contact field effort focused on eight critical regions but with reach throughout the
state. Field staff will build and manage the volunteer base, deploy speakers, earn local media, and
manage comprehensive get out the vote efforts. This phase will also feature a substantial, strategic paid
media component, robust earned media, and a new media strategy. In addition, it will include public
opinion and demographic research and voter mapping to strategically target field efforts and messaging.
Greater Ohio Policy Center - A Campaign for Transit: Getting to Yes in Ohio – Executive Summary
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Figure 3: Campaign Timeline and Milestones
July
2010
Phase One – Education, Outreach, and
Support-Building
Phase Two – A Winning
Initiative
2011
2010
Poll &
Focus
Groups
Campaign Chairs
and Honorary
Chairs are On
Board
Hire Campaign
Manager and
Communications
Director
Hire
Field
Staff
Paid Media
Launched
(runs for final 12
weeks)
Start Petition
Drive
GOTV Begins
(runs for 30 days)
Baseline Poll
LAUNCH
FORMAL
CAMPAIGN
• Recruit campaign manager and
communications director
• Fundraise for remaining Phase One
funds
• Begin speakers series
• Speak at coalition members’ events
and outreach to their members
• Establish volunteer pool
• Establish campaign structure,
including staffing, fundraising plan,
refined field plan and targets, etc.
• Launch outreach/education program
Fundraise for campaign
• Launch communications/media shop
• Mobilize coalition around existing
transit debates
• Gather major endorsements
• Administer mini-grants to transit
authorities
Greater Ohio Policy Center - A Campaign for Transit: Getting to Yes in Ohio – Executive Summary
November
2012
2012
Write
Ballot
Language
Complete
Finance Plan
Hire
Coalition
Coordinator
and Finance
Director
January
2012
• Train field staff
• Launch local organizing
in ELMAs
• Volunteer direct voter
contact begins
• Major earned media
events begin
• Focus groups
• Early ads
• Ongoing fundraising
• Ongoing direct voter
contact
• Test paid media
• Direct mail (final 6-8 weeks)
• Ongoing fundraising
4
Continuing to Build a
Diverse Coalition
Greater Ohio developed this proposal in
consultation with a broad coalition that
includes: transit directors; MPO
executives; connected political advisors;
a network of transit professionals from
around the state; and stakeholders from
business, environmental, disability, and
agricultural interests. A major objective
of Phase One is to continue to expand the
breadth and depth of this coalition.
During the campaign, we expect key
support from: Ohio Business Roundtable,
Ohio Contractors Association, Ohio
Convening Stakeholders in Columbus, January 2010
Hospital Association, Ohio Chamber of
Commerce and local chambers of commerce, NAACP, The Ohio State University, Inter-University
Council, Ohio Public Transit Association, and the Ohio Farm Bureau.
Campaign Budget and Funding Sources
The total budget for both phases of the campaign is $12 million—$1 million for Phase One and $11
million for Phase Two. During Phase I, we will target fundraising efforts at businesses around Ohio,
many of whom have provided financial support to transit campaigns in the past. These include:
Nationwide Insurance, The Cleveland Clinic, PNC Bank, University Hospitals, Forest City Enterprises,
KeyBank, P&G, and Medical Mutual. Additionally we will target: The Limited Companies, Kroger, JP
Morgan Chase, and Meijers. We also plan to seek additional philanthropic support from several
foundations within Ohio and around the country, including: The Gund Foundation, John D. and
Katherine T. MacArthur Foundation, and Lewis Family Foundation.
Funding Request
As mentioned earlier, we ask the Rockefeller Foundation to provide $300,000 to launch Phase One. We
believe strongly that this “seed money” will reap high returns, resulting in permanent and deep-seated
transformation of attitudes toward transit in Ohio and lay the foundation for game-changing advances in
how transit is funded here. With this commitment, we believe we can leverage the balance of the $1
million ($700,000) needed for the educational phase by the Spring 2011. Once we have demonstrated our
effectiveness, we will return to the national funders with an opportunity to support the ballot phase.
Seed funding from national funders will formalize a statewide transit coalition that will impact current
and future transit debates in the state. There are several efforts that a fully-realized coalition can
influence today, including proposals for a streetcar in Cincinnati, light rail in Columbus, and statewide
high speed rail. Such a coalition will also be instrumental in holding the Ohio Department of
Transportation (ODOT) accountable to their recent commitment to more adequately fund multi-modal
transportation. And ultimately, foundation capital will leverage a campaign to increase transit funding in
Ohio by 250 times current levels, greatly increasing service options and opening the door to new fixedguideway systems. Because of Ohio’s population, the 7th largest state in the nation, better transit service
in Ohio means improved transit options for millions of people and a significant step toward a more
prosperous future for the state.
Greater Ohio Policy Center - A Campaign for Transit: Getting to Yes in Ohio – Executive Summary
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