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Shelley Chapel, City Clerk, has over 23 years of municipal government experience.
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Webinar recap: Chris Astrella, MPA, explores how innovations including automation, electronic document management, virtual meetings, and online platforms can save municipalities time and resources while increasing citizen engagement.
In the past, local governments relied on inefficient, paper-based processes and procedures. Many still do.
However, municipalities today face mounting pressure to embrace digital transformation. Those embracing innovation have a significant opportunity to save time and resources while boosting citizen engagement.
City clerks are uniquely positioned to lead the charge for digital innovation in their communities. After all, they are the people who know their communities best. But why should city clerks prioritize innovation, and how can they get started?
Recently, we sat down with Chris Astrella, MPA, who brings 16+ years of city clerk and treasurer experience, for a discussion on digital innovations for city clerks. The conversation spanned topics including:
● The importance of digital innovation for municipalities
● What digital innovation looks like for city clerks
● How to get started
In this blog, we share key takeaways from this timely session.
For Municipalities, Innovation is a Must
Before the pandemic, we were already seeing the shift to digital operations. But, as Astrella put it, “Covid accelerated all of this at a breakneck speed.”
During the session, Astrella explored three key reasons city clerks must focus on innovation.
1. Citizens Expect It
In the early days of Covid, private sector businesses were forced to adapt to survive. Restaurants bolstered their takeout operations. Stores quickly spun up curbside pickup capabilities.
Municipalities, on the other hand, had guaranteed revenue from property taxes. “We didn’t have to innovate nearly as much as the private sector had to,” explained Astrella.
However, citizens have become accustomed to the conveniences offered by private businesses. They expect the same conveniences from their local government.
“In my opinion, the number one reason to innovate is because citizens expect it,” said Astrella. “If something is a hassle, citizens are less likely to do it.”
2. Innovation Means More Accessibility
Many citizens simply can’t visit a local government office during “normal” business hours. For example, those who work third shift often sleep during typical business hours. Or, those without reliable transportation might find it challenging to get to a government building across town.
“Requiring in-person transactions limits accessibility,” said Astrella
Conversely, digital innovation can expand accessibility. The right innovations open the possibility of operating outside of business hours and can eliminate the need for in-person visits.
3. Innovation Increases Compliance and Revenue
Citizens are more likely to comply with local rules and policies if a transaction can be completed online, anytime. This increase in compliance leads to increased revenue. There’s less reason to skip the transactions because the hassle and accessibility limits are eliminated.
“I don’t know of any municipality out there that doesn’t want more money,” said Astrella
There are Many Opportunities for Innovation
The word “innovation” is one that’s thrown around a lot. But what exactly does digital innovation look like for city clerks? Astrella shared several examples of innovations that can make city clerks’ and citizens’ lives easier.
- QR codes: Citizens can scan the code for more information or make payments. “I see them taking off everywhere,” said Astrella.
- Online licensing: Moving the processes of obtaining dog licenses, building permits, special event permits, liquor licenses, and other types of licenses online. “It really comes down to an equity issue,” said Astrella. “Moving things online will make the whole process better.
- Improve municipal websites: Astrella encouraged attendees to look at their website through a resident’s eyes and to follow “the rule of three clicks.” “If someone can’t find something on your website in three clicks, they’re going to call you,” said Astrella. “Do you have time for that phone call?”
- Public meeting management software: The pandemic taught us that meetings are still possible – even when people can’t be together in the same room. Astrella says public meeting management software can “get more people involved and engaged in your municipality that might not otherwise.”
Getting Started Doesn’t Have to be Overwhelming
Shifting to digital processes and procedures can seem overwhelming. However, Astrella offered an important reminder: “You don’t have to do it all at once. Picking a piece or part might be the most effective.”
He offered three pieces of advice for getting started.
1. Do Something
Now is the time to take action to move towards digital innovation. One approach is to identify your municipality’s most significant point where you can have the largest impact.
Another approach is to start with some “low-hanging fruit” that will allow you to dip your toes into digital innovation. “Slower and steadier might be the way to go,” said Astrella. “Whatever works for your municipality is the key.”
Regardless of your approach, be sure to do your research. Find out what companies are out there and what solutions they offer.
“The key is to do something,” said Astrella. “Doing something is better than doing nothing. Eventually, you’ll see the payoff in the end.”
2. Don’t be Afraid
Twenty years ago, most people didn’t know what a city clerk did. “Our jobs have been taken for granted for a long time,” explained Astrella.
But today, citizens are more aware of the role of city clerks. “The conversation about what we do and how we accomplish our work is great,” said Astrella.
City clerks are respected for the work they do. At the same time, digital tools are changing the way they do their job.
“This is an exciting time to be a city clerk,” said Astrella.
3. Aim to Simplify
Innovation should make your life easier – not harder. “Examine your processes and where you can save time and money,” advised Astrella.
You May Encounter Resistance
Digital innovation benefits municipalities and citizens alike. However, you may encounter resistance when shifting to digital solutions – especially among those less tech-savvy citizens and employees.
Astrella recommends running “parallel processes” for a set amount of time. For example, consider a municipality that has moved its liquor licensing process online. The municipality continues to offer paper-based liquor licenses for a specified amount of time – which they communicate to community members.
“You should set a time limit for switching to digital processes,” said Astrella. “Stick to your guns. Tell people they have to get on board with digital. Otherwise, they’re going to hold everyone else back.”
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