Metro’s Opt In wins international praise

Published 12:00 am Monday, July 9, 2012

Opt In, Metro’s online public opinion project, is considered a good example of how governments can better communicate with citizens in the digital age.

The Opt In project was included in recent report on public participation around the world released by the Organization for Security and Co-operation in Europe Parliamentary Assembly, the world’s largest security-oriented intergovernmental organization.

An ad hoc organization under the United Nations Charter, its mandate includes issues such as arms control and the promotion of human rights, freedom of the press and fair elections.

“Opt In has made it easier for residents of the region to learn about and weigh in on issues that matter to them. The overwhelming response to this new tool shows that people are hungry for a new form of civic engagement and I’m proud that Metro has demonstrated innovative leadership,” said Metro President Tom Hughes in response to the report.

The Portland Tribune and Community Newspapers recently invited readers to register for Opt In and respond to a new survey. The results will be report in future issues. To register, visit the Opt In website at and follow the instructions.

Dramatic changes

The report, “sOcialSCapE: New ways that parliaments, governments, and civil society are increasing civic participation,” includes case studies from more than 15 countries. Metro is one of only two cases from the United States included in the report. The other is the online campaign organized by U.S. Sen. Bernie Sanders (I-Vt.) to pass a constitutional amendment to overturn the U.S. Supreme Court’s “Citizens United” ruling that allows unlimited campaign spending by corporations and labor unions.

The report says communication between governments and their citizens have changed dramatically since the advent of online and social media. For example, according to a 2011 survey, European lawmakers communicated more effectively to their constituents through social media than print and broadcast advertisements.

“Now as citizens increasingly go online and turn to their social networks for political and government news, parliaments are adjusting once again how they communicate with constituents, campaign for legislative initiatives and build support for their ideas within their democracies,” according to the introduction to the report, signed by OSCE Secretary general Spencer Oliver and Communications Director Neil Simon.

Regional values

Opt In allows residents in the region to answer online surveys about issues being considered by Metro, the elected regional government.

More than 17,000 residents in Multnomah, Clackamas and Washington counties have already registered.

“The social media landscape is filled with one-off examples of amazing videos and momentous flashmobs, but Metro has shown that unique government efforts can increase citizen participation and sustain it overtime,” Simon says of Opt In.

According to the report, “From deciding whether the Oregon Zoo should feature hippos or rhinos to the location of the urban growth boundary, Opt In members have shaped the Metro Council’s decisions and affected the lives of 1.5 million people in the Portland metro area.”

The Opt In project is managed by the Portland survey firm of Davis, Hibbitts & Midghall Inc. It was launched in early 2011. Goals included improving the number, representation and diversity of the comments received from the public; increasing the ease of public participation in the decision-making process; reducing the cost and time required for people to participate; and increasing Metro’s understanding of regional values through a large-scale, ongoing public engagement tool.

A February 2012 staff report to the Metro Council said substantial progress towards achieving those goals had been achieved during the project’s first year. Ten different surveys generated more than 20,000 completed responses and thousands of open-ended questions. Participation ranged from a low of 39 percent to a high of 70 percent. Average participation was 49 percent, well above the industry standard and significantly higher than typical email survey rates.

However, the staff report noted that some groups are still under-represented. They include: people of color; Clackamas and Washington county residents; Republicans; people without college degrees; and people between the ages of 18 and 34.

At the same time, previous Opt In surveys have generally reflected the findings of scientific ones and political differences within the region. For example, a scientific survey conducted on natural area issues for Metro in March also found a majority of respondents favored preservation over increasing access — 61 percent compared to 11 percent.

In addition, a number of Opt In surveys on transportation issues found less support for transit projects in Clackamas County compared to Multnomah County, a difference reflected in the current fight on funding the Portland-to-Milwaukie light-rail project.

And Opt In surveys also costs far less than scientific surveys, around $5,000. A single telephone survey in the region can cost between $25,000 and $50,000.