A ballot initiative is a process that allows everyday citizens to make new laws by casting their vote. The flip side of an initiative—a referendum—gives citizens the power to overturn laws they don’t like. Today, the majority of states and hundreds of cities have an initiative process.
Because of the importance of campaign contributions and the power of special interests, public officials do not always adopt needed changes, even when the changes have broad public support. The ballot initiative is a way of bringing about these changes by persuading voters directly.
When there is no other way. Ballot initiatives are a lot of work; they are costly, time-consuming, and difficult to pass. You need a compelling and easily understood issue with broad, sustained public support. Initiatives are usually a long haul: there may be several months of planning and activity from the time you come up with an idea to the day votes are cast. You should first consider alternative strategies that may achieve the same goal: organizing protests, testifying at hearings, mounting a media campaign, lobbying elected officials to pass legislation, increasing public awareness.
Conducting an initiative campaign may sometimes be your best option. For example, if your opponents launch an initiative campaign you will be put in the position of doing nothing, mounting a campaign against the initiative, or putting your own initiative on the same ballot. In some circumstances, having your own measure on the ballot may be the best way to defeat your opponents’ measure.