Success Factors

Elements for Success

Identify Players Needed for a Successful Campaign. While a HTF campaign may not need a lot of people it does require a dedicated group of housing advocates willing to make a long-term commitment to the campaign. HTF campaigns can take one to two years of hard work.

Outline a Clear and Concise Proposal.  While it is relatively easy to outline administrative structure and program parameters of a proposed HTF, potential revenue sources may need intensive research and consideration. Information can be gathered from other housing trust funds, with the recognition that each jurisdiction is unique and potential revenue sources vary. The proposal should identify a specific revenue amount to dedicate annually to the HTF, regardless of the source. Justify the goal by either the housing needs that exist, the capacity to utilize housing funds, or some other defensible criteria.

Understand the Legal steps to Move Proposal Into Law. It is critical to understand the process for getting a new program into law. First, determine how an ordinance or bill is introduced and chart all filing deadlines. Second, give careful thought to who might be the best sponsor of your proposal. This needs to be someone both supportive of your position and who has enough political clout to carry it through to a successful vote. Take the time needed to identify the best champion for your proposal.

Build an Active Campaign Cadre.  Brainstorm with community leaders who endorse your proposal. Secure broad-based support: financial contributors, endorsers, coalition partners, and other ways to support the campaign. The campaign must reflect the community's capacity, as well as what will work within the local political climate. Unions, schools, faith-based institutions, banks, health care organizations, corporations, developers and many others can add force to a housing trust fund campaign.

Analyze the role the mayor, governor, county manager, and other public officials will play in such an important legislation. Engage them strategically in the campaign. Their endorsement will be key to a successful campaign.

Develop Compelling Campaign Materials. Create a campaign theme to unite people around the proposed housing trust fund. Identify the housing needs in the community, and focus on successful developments that provide good homes for families. A good question and answer document can help people understand the complexity of revenue sources and other details.

Document the Economic Benefits that result from housing production, such as:

• Other public and private dollars that are leveraged through the housing trust fund (e.g., on average every $1 contributed by the housing trust fund leverages $5-10 from other sources);
• Increased jobs from housing activity (both direct and indirect);
• Tax benefits that accrue to the community, through sales taxes, income taxes, and property taxes; and
• Other benefits such as undocumented social advantages, including improved health and school performance for children; more stable households; reduced crime; and increased self-sufficiency.

Work With the Media. The media play a critical role in all political campaigns, including one focused on housing trust funds. Develop good relationships with the media, including radio, television, newspapers, and web-based publications. Develop materials they can work with. Prepare spokespeople for public events and interviews. Identify compelling success stories. Utilize photos and other materials to clearly illustrate your key arguments. Meet with editorial boards, stage press events, write letters to the editors, and work with reporters to help them understand the issues and cover stories that promote affordable housing.