Weekly comments from Dale Martin

Dale Martin
City Manager
Fernandina Beach
February 17, 2017 1:00 a.m.

A common question for many local government professionals is “How are we doing?” It is typically to believe that we are doing well, but is that necessarily true? Is it possible to scientifically measure community satisfaction rather than gauging our effectiveness based upon letters to the editors, blog comments, or social media posts?

The International City/County Managers Association (ICMA) has long advocated the use of the National Citizen Survey (NCS), a community-based survey developed in cooperation with the National Research Center. Much of the information about the NCS can be found on the ICMA web site. The NCS solicits feedback from residents across a spectrum of issues relevant to the community and captures residents’ opinions within the pillars of a community (Community Characteristics, Governance, and Participation) and across eight central facets of community (Safety, Mobility, Natural Environment, Built Environment, Economy, Recreation and Wellness, Education and Enrichment, and Community Engagement).

Surveys can be designed to be completed either through traditional mail or web-based techniques. The surveys are scientifically sampled (approximately 1,500-1,800 households) to be based upon a representative cross-section of the community population, with multiple contacts with those selected to ensure adequate response rates. A non-scientific web-based option is also available- the community simply promotes participation in the survey. The surveys can also contain customized questions and reporting options to address specific needs.

When completed, the NCS provides multiple reports to communicate the results in a way that enables every audience – staff, elected officials, business owners, and residents – to quickly find the information they need and want. The local results can also be compared to those of other similar communities. Testimonials from municipal officials have indicated that the survey improved service delivery, strengthened communications with community stakeholders, and helped leaders identify clear priorities for use in strategic planning and budget setting.

The City Commission has annually conducted a visioning session. The goals that have emerged from those visioning sessions have a principal focus on the short-term: what do we want to address in the next fiscal year? City staff then works to incorporate those goals into the subsequent budget. It is the long-term perspective that tends to get overlooked. Even more troublesome, long-term efforts are often derailed by short-term memories. A scientific survey can establish a thoughtful foundation for legitimate long-term planning.

An additional component of the NCS is the opportunity to have a facilitator work with City officials. The facilitator will, over the period of a half-day, work to use the compiled data to develop long-term strategies and offer recommendations. This function may serve as a useful complement to the City Commission’s short-term efforts at its annual visioning workshop.

Other options for the survey include an expanded survey size, demographic comparisons, and an in-person presentation of the survey results. According to the ICMA web site, other Florida communities that have completed the NCS are Cape Coral, Miami Beach, and Winter Garden.

I believe that we are performing our duties in Fernandina Beach at least at a satisfactory level, but I have nothing more than anecdotal stories to either support or dispute that belief. We typically hear more loudly from those who point out our shortcomings, but we actually do hear more frequently, but quietly, from many who believe we are serving our community well. It would be nice to have some data to address specific areas in which improvement is needed and to reinforce and promote our areas of success.

I will examine the costs associated with the survey and assess the value that such a survey could have for our community. According to the NCS timeline, it appears that the entire process is approximately four-to-five months. If the survey merits consideration, if we start the process in August or September, the results could be in place for City Commission consideration at its next annual visioning session in December or January.

I look forward to continuing the discussion of the conducting the NCS in Fernandina Beach with City Commissioners and others in the community.