What Is the Story Behind the Polling?

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By Jenna Roberson

What do Americans really think about magnet schools? And how can we use what we know to build greater awareness and support for the magnet school model?

These questions were at the heart of national public opinion research conducted by Voss Research & Strategy for Magnet Schools of America (MSA). The findings offer an encouraging message for magnet school advocates: Americans already value many of the things magnet schools provide. The opportunity is to help more people understand how magnet schools deliver them.

One of the most significant findings was the impact of awareness. Initially, just 38% of respondents viewed magnet schools favorably, with the majority of adults (52%) having either never heard of or having no opinion of magnet schools. After learning more about the magnet school model and what these schools offer, favorability increased to 76%, with nearly one-third of respondents viewing them very favorably.

The polling also revealed broad agreement about what Americans want from public education. People value high-quality public schools, meaningful educational choices for families, specialized learning experiences, and schools that prepare students for the real world. These are what magnet schools offer.

So, what does this mean for magnet school advocates?

Start with shared values, not policy debates.

“People already value what magnet schools offer. The challenge is connecting the dots between public education, school choice, academic excellence, and the magnet school model.”

That means leading with student opportunities and outcomes, explaining what makes magnet programs distinctive, and sharing stories that demonstrate their impact. It also means adapting messages to the audience, whether speaking with a member of Congress, a school board member, a community partner, or a family.

Putting the Polling into Practice: The Magnet School Advocates’ Playbook

“The strongest advocacy connects the core messages—excellent public schools, meaningful educational options, and preparing students for the future—to your own magnet school.”

To help members put these findings into action, MSA developed The Magnet School Advocates’ Playbook: Making the Case for Magnet and Theme-based Schools. First unveiled at MSA’s recent Policy Training Conference, the playbook translates the polling research into practical messaging strategies and tools that magnet school professionals can use in their communities.

The playbook explores what the polling tells us, offers a messaging framework centered on innovation, opportunity, and excellence, and provides guidance for telling your school’s story. It also includes practical examples for connecting magnet school programs and student experiences to the priorities people already share.

MSA members have already put the playbook to work. In preparation for congressional Hill visits, magnet school leaders used the messaging strategies to inform conversations with policymakers about the value of magnet schools and the importance of supporting public education.

Whether you’re meeting with federal policymakers, engaging state legislators, speaking at a school board meeting, or connecting with families and community leaders, the playbook can help you communicate the value of magnet schools with greater confidence and clarity.

The takeaway is simple: “You don’t have to change people’s values; rather, you have to connect magnet schools to the priorities they already share.”

Explore the Magnet School Advocates’ Playbook and discover how you can use the tool to strengthen your advocacy at every level. Check out all the photos from the Policy Training Conference here.

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