Council tax rises: how to avoid controversy
New council tax bills are being issued – and the media has been quick to jump on planned increases of up to 5.99%. In addition, charities like the Money Advice Trust are using the increase as an opportunity to flag the problems caused by rising debt. However, funding coffers are dwindling and it’s never been more important that the public supports the drive to save front-line services. So how can local authorities get their message across?
1. Share the situation
If people understand why the rise is necessary, they’re more likely to make a timely payment. Social media, blogs and press releases are useful ways to explain in more detail. If you can provide a breakdown of what the taxes pay for, it’s much easier for ratepayers to accept them.
The tone of your language matters too. Scottish Borders Council, for example, has done a great job of keeping the debate on positive ground. With a practical focus on how plans will improve residents’ lives, they've created the feeling that the extra payment is ‘worth it’.
2. Give back some control
However, a lot of people are frustrated by changes simply because they feel out of control. If you take the time to find out how your residents see it with consultations, polls and surveys, then they’re encouraged to take ownership too.
I recently saw a great example of this in action from the Merseyside Police Crime Panel. They needed an extra £4.35m to protect 87 police officer posts, so they surveyed the public and received 77% approval for a tax hike. The figure not only justified the move, but provided good publicity that helped spread the message about the urgent need for funds.
3. Make it simple
Since council tax isn’t voluntary, you can only hand back so much control. For the majority of cases, the best you can do is remove the hassle by making prompt payment as easy as possible.
Awareness campaigns on platforms like local radio are an efficient way to advertise payment methods. I’ve found that promoting direct debit is particularly effective, as it presents a simple option that requires minimal effort and avoids the issues associated with delayed or missed payments.
4. Offer support
Finally, I believe councils must also continue their efforts to identify and support those who are willing to pay, but are simply struggling. Theirs are the stories that can turn public opinion against councils when enforcement action begins, so supporting them also positively impacts your work with the wider community.
Ensuring that your tax department is accessible by phone, email and on social media to field queries will help catch those in need. Plus, direct liaison with debt advice charities can also yield results in some areas.
Many thanks for viewing my post; I hope you found it useful. If you have any private questions on this topic, you can connect with me on LinkedIn and send me a message, or else you'll find my contact details on my LinkedIn profile.
