Absolutely, these nonpartisan elections are the worst. Nobody knows anything about any of the candidates, so it depends whose name is first or who has a more interesting (or ethnic) name.
In Massachusetts, a common tactic for an incumbent was to run a shill with the Kennedy surname in the primaries. This would effectively split the vote of the opposition, ensuring re-election.
That applies more to things like park district or water district. For school district, our candidates write a quarter-page statement, so voters can get a feeling about at least some of the candidates.
Last year, for three seats, there were two teachers' union-supported incumbents and another union-supported flunkie who said the schools were great and they would keep the schools great, etc.; one candidate said the schools needed improvement according to the standard test scores (so don't vote for the status quo teachers' union people); and one candidate said he supported family values and the Boy Scouts.
The BSA supporter won, along with the two incumbents. Unfortunately, the BSA supporter seems to be the only boardmember who listens to parents while the other four boardmembers follow the liberal teachers' union ideas against the wishes of parents, so essentially there's been no change in board policies.