Conservation Funding
Campaign Strategies
Andy Tuck
Senior Campaign Advisor
The Nature Conservancy
atuck@tnc.org
Twitter: A...
WY
ND
SD
NE
KS
OK
AR
LA
IA
KY
WV
AK
HI
MD
DE
NJ
CT
RI
MA
VT
NH
CO
IL
MN
WI
MS
MT
ID
OR
NV
NM
TX
MO
AL
GA
SC
TN
IN
PA
VA
ME...
Ballot Measure Campaigns
Legislative Lobbying Campaigns
Opposition Strategy
• Avoid certain funding/policy
mechanisms
• Identify opposition, outreach to them
• Use coalition buil...
1. Start where the public starts on an issue,
not where you want them to be.
2. People want to know:
What’s In It For Me? ...
For the public, frame messages in
terms of:
•People’s HEALTH (water & air)
•People’s QUALITY OF LIFE
•and FUTURE GENERATIO...
Bad Words to Avoid
Environment
Ecosystems
Biodiversity
Watershed
Sprawl
Environmentalism
Good Words to Use
Land, air and w...
Strong
Supporters
Undecided Strong
Opposed
Voter Opinion
Targeting
Strong
Supporters
Undecided Strong
Opposed
Strong
Supporters
Undecided Strong
Opposed
Voter Opinion
Targeting
Strong
Supporters
Undecided Strong
Opposed
Smart Phone Apps
New and Emerging Tools &
Tactics
Geo-Targeted Web Ads
Phones
Social Media
Case Study: Minnesota
2008 Ballot Measure
3/8 % Sales Tax Increase
= $5.5 Billion
MINNESOTA
Case Study: Iowa
2010 Ballot Measure
3/8 of one percent from future
sales tax increase
= $150 million per year
IOWA
Case Study: Alabama
2012 Ballot Measure
10% offshore oil gas fee for 20 years
= $15 million per year
ALABAMA
Case Study: West Virginia
Voluntary Rural and Outdoor
Heritage Conservation Act
$9 Deed Recording Fee
= $2 million per yea...
Conservation Funding
Campaign Strategies
Andy Tuck
Senior Campaign Advisor
The Nature Conservancy
atuck@tnc.org
Twitter: A...
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Tuck swap conservation funding

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Conservation Funding Campaign Strategies, by Andy Tuck, Senior Campaign Advisor, The Nature Conservancy

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  • From the 2004 poll we learned, about the “the language of conservation” The results highlight more than anything how important it is to understand your audience. A lot of us come from science backgrounds. When all we do is talk to each other we use our own jargon, we forget that the rest of the public has no idea what we’re talking about. Some examples: Don’t say “the environment”. Instead, say “land, air and water.” Don’t say “ecosystems. Say “natural areas.” Don’t say “biodiversity”. Say “fish and wildlife.” And don’t say “watershed.” You would be surprised how many people in our polling and focus groups thought watersheds are a sheds where you keep water. It’s better to just say “water or land around rivers lakes and streams.”
  • Tuck swap conservation funding

    1. 1. Conservation Funding Campaign Strategies Andy Tuck Senior Campaign Advisor The Nature Conservancy atuck@tnc.org Twitter: AndrewTuck2 Vote4Nature
    2. 2. WY ND SD NE KS OK AR LA IA KY WV AK HI MD DE NJ CT RI MA VT NH CO IL MN WI MS MT ID OR NV NM TX MO AL GA SC TN IN PA VA ME CO WA CA AZ MN WI IL OH NY NC UT MI SD TNC Conservation Funding Wins 1986 - 2012 Legislative Appropriations Campaigns Ballot Measure Campaigns
    3. 3. Ballot Measure Campaigns Legislative Lobbying Campaigns
    4. 4. Opposition Strategy • Avoid certain funding/policy mechanisms • Identify opposition, outreach to them • Use coalition building to neutralize • Anticipate their messages • Frame the debate early • Don’t rise to their bait
    5. 5. 1. Start where the public starts on an issue, not where you want them to be. 2. People want to know: What’s In It For Me? (WIIFM) Messaging Strategy
    6. 6. For the public, frame messages in terms of: •People’s HEALTH (water & air) •People’s QUALITY OF LIFE •and FUTURE GENERATIONS Messaging Strategy For legislators, frame messages in terms of: •JOBS and ECONOMIC BENEFITS in their district •COST SAVINGS for business and government •VOTES in their district “Nature’s Value”
    7. 7. Bad Words to Avoid Environment Ecosystems Biodiversity Watershed Sprawl Environmentalism Good Words to Use Land, air and water Natural areas Fish and wildlife Water/Land around water Poorly planned growth Conservation The “New” Language of Conservation
    8. 8. Strong Supporters Undecided Strong Opposed Voter Opinion Targeting Strong Supporters Undecided Strong Opposed
    9. 9. Strong Supporters Undecided Strong Opposed Voter Opinion Targeting Strong Supporters Undecided Strong Opposed
    10. 10. Smart Phone Apps New and Emerging Tools & Tactics Geo-Targeted Web Ads Phones Social Media
    11. 11. Case Study: Minnesota 2008 Ballot Measure 3/8 % Sales Tax Increase = $5.5 Billion MINNESOTA
    12. 12. Case Study: Iowa 2010 Ballot Measure 3/8 of one percent from future sales tax increase = $150 million per year IOWA
    13. 13. Case Study: Alabama 2012 Ballot Measure 10% offshore oil gas fee for 20 years = $15 million per year ALABAMA
    14. 14. Case Study: West Virginia Voluntary Rural and Outdoor Heritage Conservation Act $9 Deed Recording Fee = $2 million per year WEST VIRGINIA
    15. 15. Conservation Funding Campaign Strategies Andy Tuck Senior Campaign Advisor The Nature Conservancy atuck@tnc.org Twitter: AndrewTuck2 Vote4Nature
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