School boards play a central role in local communities. They’re responsible for ensuring that students have access to quality public education. Board members are elected officials who set policies and make decisions that guide their district.
Their responsibilities include overseeing budgets, approving school construction and upgrades, and determining curriculum direction. School board members also serve as a bridge between the community and the school system. They work with teachers, parents, students, and residents to help ensure that the district operates effectively.
Running for school board differs from many other local offices. Campaign budgets are typically smaller, and much of the campaigning often takes place in the few weeks leading up to Election Day.
Education consistently ranks as a top concern for voters. Even so, turnout in school board elections tends to remain low. One reason is timing. Many school board elections are held on dates that do not coincide with general elections. Some advocates have proposed combining school board and budget votes with higher-turnout local or state election dates in an effort to increase participation.
Who makes a good school board member?
Running for a school board position carries real responsibility. Board members help determine the district’s budget, set academic priorities, and establish educational policies that affect students, staff, and families.
- You do not need to be a parent to run for office. Many school boards include members whose children attend independent schools or whose children are already adults. These members represent broader community interests, not just current parents.
- School board elections often come down to turnout. In many districts, the candidate who succeeds is the one who brings more supporters to the polls. Motivating your base and ensuring they vote can make the difference.
- Strong candidates care about their community and about education. They must be willing to collaborate, manage disagreement, and focus on what serves students and residents as a whole.
While the process may feel intimidating at first, there are clear steps you can take to begin your campaign.
Researching your school district and voter concerns
Find out when the next school board election will be held. You’ll need to know the filing dates for candidacy and other requirements to get on the ballot.
Get informed. Do research about your district. Find out how many schools are in the district, the number of total students and employees, as well as the size of the budget and its recent growth. Attend public meetings to see firsthand how the school board conducts itself.
What topics concern voters? Parents, friends, and relatives can also help you determine the most important issues facing the district. How are those issues being addressed by the current board? What position do you take on those issues? Are they the same or different? What solutions would you propose as part of your campaign strategy?
Do some research on your current school board. Find out how long each member has served, when they are up for reelection, and do some research into their last election. Who supports them? How much money did they raise and spend? What issues did they run on, and what are their current positions on those issues?
Create a clear platform and campaign message
The most important thing is to have a clear platform and message. That way, people will know what you stand for, and they will identify with your campaign. Be sure to keep your messaging consistent throughout the campaign.
What skills do you have that are valuable to the position? Your strengths may include finance management skills, a dedication to public service, or even a history of activism on behalf of children and families.
Research relevant education-related issues. The issues that are faced by your district and the solutions that you propose will form the foundation of your platform. From there, work on refining your messaging and breaking it down further into more specific components – right down to an ‘elevator speech’ you can use when speaking with others.
For example: “I want to be a school board member because I am passionate about education and the future of our children. I believe that there is a huge disconnect between the school and the community, and I would like to work with both groups to bring people together.”
Planning cost-effective fundraising events
Fundraising matters in most school board elections. Even in smaller districts, you will need resources for yard signs, printed materials, and basic outreach. For many first-time candidates, asking for financial support can feel uncomfortable. It’s not always clear how much to raise or where those dollars will have the greatest impact.
Start with the people who already know you. Family, friends, colleagues, and community contacts often form the foundation of a school board campaign’s early fundraising. These initial contributions do more than cover expenses. They demonstrate visible support and help build momentum.
Your campaign website and social media presence should work together to support both outreach and fundraising. Platforms like Facebook and Instagram allow you to communicate directly with voters and reinforce your message. A website provides a central place where supporters can learn about your platform and choose to contribute.
In some districts, outside organizations may take interest in school board races. These groups may spend independently to support or oppose candidates. Campaign finance rules vary by state and locality, and the regulations governing PACs and independent expenditure groups are not uniform. Before seeking or accepting outside support, make sure you understand your state’s contribution limits and reporting requirements.
Outside involvement can increase visibility, but it can also raise questions among voters. Consider how any external support aligns with your message and your community.
Many candidates also host fundraising events. Small gatherings, dinners, or other local activities can strengthen relationships and energize supporters. At the same time, events require time and expense. Review the projected costs carefully before committing to ensure the effort supports your broader campaign strategy.
How to win your school board election
Winning a school board election often comes down to math, organization, and follow-through.
In many districts, turnout is low compared to state or federal races. That means the number of votes needed to win may be smaller than you expect. Start by identifying how many voters typically participate in your district’s school board election. From there, estimate how many votes you need to secure one of the available seats. This becomes your target.
Once you know your vote goal, structure your campaign around reaching that number.
- Focus first on voters who are most likely to participate. In off-cycle elections, turnout often comes from a smaller, consistent group: parents of current students, engaged community members, and residents who attend meetings. Prioritize direct communication with these voters and identify supporters early.
- Your message must be clear and repeatable. Voters should be able to summarize your platform in a sentence. Consistency across conversations, email, social media, printed materials, and community appearances builds recognition and credibility.
- Personal outreach remains one of the most effective tools in school board races. Conversations at local events, school functions, and neighborhood gatherings often carry more weight than broad advertising. These interactions also allow you to identify supporters and gauge concerns directly.
- As Election Day approaches, turnout becomes decisive. Keep track of who has committed to vote. Remind supporters through email, social media, phone calls, and personal follow-up. In low-turnout elections, organized follow-up can determine the outcome.
Winning a school board election is rarely about spending the most money. It is about understanding your voter universe, communicating clearly, and ensuring that the people who support you actually cast a ballot.
Affordable Website Options for School Board Candidates
A school board candidate website provides a great way to publicly state your platform, inform your supporters of the issues, and as a tool to help get them to the polls. We’ve helped many school board candidates and school board president candidates win their elections. With a choice of four affordable website options, political campaigns of all sizes can build a great online presence to reach voters and build support.
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Tags: local campaigns, school board
