Telephone Survey of Cambrian Elementary School District Voters Presentation of Results

1. Telephone Survey ofCambrian Elementary School District VotersPresentation of Results Prepared for Cambrian Elementary School District

2. Methodology • Telephone Survey of voters in the Cambrian Elementary School District • 400 completed interviews • Margin of error ±4.9% • Conducted May 24-27, 2010 • Interviews conducted by trained, professional interviewers As with any opinion research, the release of selected figures from this report without the analysis that explains their meaning would be damaging to EMC. Therefore, EMC reserves the right to correct any misleading release of this data in any medium through the release of correct data or analysis. Please note that due to rounding, percentages may not add up to exactly 100% Cambrian ESD Voters EMC 10-4284

3. Key Findings • Voters in the Cambrian School District are supportive of the schools and pleased with the quality of education; • Support for a $96 parcel tax measure for schools enjoys widespread support across demographic groups, even those who are typically less supportive such as those most likely to vote in November and non-parents; • However, awareness of the current parcel tax is extremely low; • A unified positive community effort is the most likely to be well-received by voters. Cambrian ESD Voters EMC 10-4284

4. In contrast to the optimism of the late 90s, over half of voters now are feeling pessimistic • …Do you feel that things in your area are generally going in the right direction or do you feel things are pretty seriously off on the wrong track? (Q4) Cambrian ESD Voters EMC 10-4284

5. A slightly smaller majority than in the past thinks the District needs more money As you may know, you live in the Cambrian Elementary School District. Would you say that public schools in Cambrian Elementary School District have a great need for more money, some need for more money, only a little need or no real need for more money? (Q5) Cambrian ESD Voters EMC 10-4284

6. Only 2% of voters know approximately how much they pay per year for the current parcel tax As you may know, some school districts have a parcel tax in place and others do not. Is there, or is there not, a school parcel tax in place in Cambrian Elementary School District? (Q5) How much is the tax each year? (Q6) Cambrian ESD Voters EMC 10-4284

7. Ratings of teachers, quality of education, student achievement are very positive • Now, regardless of whether or not you have children currently in school, using a scale of excellent, good, only fair, or poor, please rate the following areas relating to the Cambrian Elementary School District: Cambrian ESD Voters EMC 10-4284

8. Parents rate teachers, the overall job the District is doing, the quality of education, and student achievement very positively • Current Cambrian SD Parents: Cambrian ESD Voters EMC 10-4284

9. Negative ratings of teachers, quality of education are vastly diminished • Now, regardless of whether or not you have children currently in school, using a scale of excellent, good, only fair, or poor, please rate the following areas relating to the Cambrian Unified School District: Cambrian ESD Voters EMC 10-4284

10. Rating of money management has improved • Now, regardless of whether or not you have children currently in school, using a scale of excellent, good, only fair, or poor, please rate the following areas relating to the Cambrian Unified School District: Cambrian ESD Voters EMC 10-4284

11. On the initial vote, support for a $96 parcel tax exceeds the two-thirds threshold To maintain high academic achievement for local students by attracting and retaining quality teachers, supporting small class sizes, providing strong core academic programs like math and science, and improving access to computers and technology, shall Cambrian School District authorize a school parcel tax of $96 per year per parcel, with an exemption available for seniors, no funds used for administrator’s salaries, and every dollar staying in our local schools? If the election were held today, would you vote Yes to approve or No to reject this measure?(Q14) 24% 73% Cambrian ESD Voters EMC 10-4284

12. Support is high, regardless of vote propensity Cambrian ESD Voters EMC 10-4284

13. Support is widespread; majority among men, women, and all political parties supports the measure Cambrian ESD Voters EMC 10-4284

14. Parents are slightly more supportive of the measure, but not by much Cambrian ESD Voters EMC 10-4284

15. Homeowners are even more supportive than renters Cambrian ESD Voters EMC 10-4284

16. Focusing on only the dollar amount is not as compelling as describing the measure and its benefits • Now, regardless of whether or not you have children currently in school, using a scale of excellent, good, only fair, or poor, please rate the following areas relating to the Cambrian Unified School District: Cambrian ESD Voters EMC 10-4284

17. Some anti-tax sentiment exists, but supporting schools justifies tax increase to most • Now, regardless of whether or not you have children currently in school, using a scale of excellent, good, only fair, or poor, please rate the following areas relating to the Cambrian Unified School District: Cambrian ESD Voters EMC 10-4284

18. One quarter say we shouldn’t raise taxes—kids will recover Which of the following is closer to your opinion: (Q20) Cambrian ESD Voters EMC 10-4284

19. Voters are divided about the length of the tax Which of the following is closer to your opinion: (Q21) Cambrian ESD Voters EMC 10-4284

20. Many think current budget cuts aren’t the real problem Which of the following is closer to your opinion: (Q22) Cambrian ESD Voters EMC 10-4284

21. Core academics, teachers and technology are top priorities Now I’m going to read you some projects that can be funded with a local school parcel tax. For each one, please tell me if you think it should be very important, somewhat important, not very important, or not at all important for your local schools. Cambrian ESD Voters EMC 10-4284

22. Sports, small class sizes, enrichment programs are important, but not as intensely so Now I’m going to read you some projects that can be funded with a local school parcel tax. For each one, please tell me if you think it should be very important, somewhat important, not very important, or not at all important for your local schools. Cambrian ESD Voters EMC 10-4284

23. Fiscal responsibility, providing well-rounded education, and keeping schools strong are compelling themes For each statement please tell me how compelling this is as a reason to support a school tax measure. Please use the scale from 1 to 7 where one is not at all compelling and seven is a very compelling reason to support a school tax measure. Mean Cambrian ESD Voters EMC 10-4284

24. Science programs and retaining teachers are also messages that resonate For each statement please tell me how compelling this is as a reason to support a school tax measure. Please use the scale from 1 to 7 where one is not at all compelling and seven is a very compelling reason to support a school tax measure. Mean Cambrian ESD Voters EMC 10-4284

25. Other messages are also compelling For each statement please tell me how compelling this is as a reason to support a school tax measure. Please use the scale from 1 to 7 where one is not at all compelling and seven is a very compelling reason to support a school tax measure. Mean Cambrian ESD Voters EMC 10-4284

26. Messages in support of the measure increase overall support Given what you’ve heard, would you vote Yes to approve or No to reject a measure that reads: To maintain high academic achievement for local students by attracting and retaining quality teachers, supporting small class sizes, providing strong core academic programs like math and science, and improving access to computers and technology, shall CambrianSchool District authorize a school parcel tax of ninety-six dollars per year per parcel, with an exemption available for seniors, no funds used for administrator’s salaries, and every dollar staying in our local schools? (Q47) 20% 79% Cambrian ESD Voters EMC 10-4284

27. Reminding voters about the existing tax decreases support As you may know, homeowners in the CambrianElementary School District currently pay an annual parcel tax of seventy-four dollars per parcel per year. With this new school parcel tax, homeowners would pay a total of $170 per year, per parcel, for the Cambrian Elementary School District. Knowing this, if the election were held today, would you vote Yes to approve or No to reject this measure? (Q48) 35% 64% Cambrian ESD Voters EMC 10-4284

28. However, other messages against the measure do not further diminish support Some people who oppose this measure say that this just isn’t a good time to raise taxes, even if it is for our local schools. The economy is a mess and we can’t really trust that our money will be used wisely. Problems in our schools aren’t going to be fixed with a little extra money, what we need is better money management and education reforms so we can have quality local schools without raising our taxes. Now, given everything you’ve heard, would you vote Yes to approve or No to reject a parcel tax for Cambrian School District? (Q49) 30% 67% Cambrian ESD Voters EMC 10-4284

29. Support is consistently sufficient to pass the measure, except when voters are told about the existing tax Cambrian ESD Voters EMC 10-4284

30. Votes Segmentation Vote Segmentation is based on the combination of responses to vote questions asked through the course of the survey: 14, 47, 48 & 49 Cambrian ESD Voters EMC 10-4284

31. The “Soft Yes” Group • 24% know about the current tax (compared to 32% overall); • 44% agree I generally oppose increases to property taxes regardless of what they are used for (41% overall); • 63% agree they would support the tax at $96/yr(62% overall); • 76% agree they would support the tax at $75/yr (69% overall); • 21% are parents of current Cambrian SD students (20% overall); • 28% are under 35 (18% overall); • 64% are women (54% overall); • 32% are renters (25% overall); Cambrian ESD Voters EMC 10-4284