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Published on 06/12/1995 All articles from this issue

Organized, disciplined campaign made difference for Measure D supporters

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By Bruce Barton / Town Crier Staff Writer

Supporters of the proposed high school bond measures say they worked hard to pass initiatives last year, only to fall just short of two-thirds majority passage by mere percentage points. So what went right this time?

They worked harder.

"The difference in this campaign was how hard we worked," said Ginny Lear, who has led all three efforts to pass the bond measure.

Supporters also believe the hiring of a campaign consultant, Larry Tramutola, figured prominently in victory. Lear said Tramultola, who was paid $35,000 for his services, was "worth every penny" because he provided expert guidance and motivation."

"General obligation bonds are the hardest campaigns to win," Lear said. "Larry said, 'If you stop doing this (campaigning), you lose.' " She said the estimated 500 volunteers reaching out to some 17,000 households by phone or door-to-door were more disciplined than before in the continuous push to get out the vote.

Lear said volunteers phoned four nights a week since Feb. 28 up until election night to gather support. Campaigners also placed 1,000 lawn signs and sent out mailers to 15,000 households.

The efforts apparently paid off. Last Tuesday's election drew a 33.2 percent turnout, with more than 17,000 of the 52,000 eligible voters casting ballots.

"We had an idea that we had to get to 12,000 -to-14,000 people," Lear said. "In order to pass the thing, you have to be accountable. You have to go back to these people and ask them to get to the polls. People sometimes forget how important it is to vote."

Those opposing the bond measure appeared less organized and less visible than the "pro" side, playing their cards just before the election with "Tax Election" signs. The signs implied voting for the measure means more taxes.

Homeowners will, in fact, pay $25 annually for every $100,000 assessed valuation on their property in the wake of Measure D's passage. But homeowners in Cupertino and Palo Alto will pay more after passages of Measures A and B, for the Cupertino Union and Palo Alto Unified school districts, respectively.

Palo Alto's, totaling $143 million for the eight-school district, means property owners will pay $68 per $100,000 assessed valuation. Voters pased Measure B with 81.4 percent of the vote.

Lear said the Measure D supporters spent $70,000 for the campaign, with $35,000 to the consultant and $35,000 for mailers and printing costs.

"It should not be this hard to pass something this obvious and this right," Lear said. "We had to convince them that this thing affects the whole community. It was hard to make that point."