1. Source Water Protection:
Connecting Agriculture
and Water Utilities
Elizabeth Lillard

2. What is source water?
Surface water (streams, lakes and rivers) or groundwater
(aquifers) that serves as a source of drinking water. (US EPA)

3. Why should we care about polluted source water?
•Direct risk to public health
•Burdens public water systems
and their customers
•Can and should be controlled
at the source

4. Toledo Water Crisis
Des Moines Water Works
Lawsuit

5. What can we do to solve this problem?

6. Strategies for Engaging an Audience
1. Without why, there is no
what
2. Highlight the emotional
value
3. Solve problems
4. Use stories
5. Speak in their terms
6. Don’t mess up the disclaimer
7. Provide clear action steps

7. Without the Why,
There is No What
• Need to answer: What is the
motivation for doing this?
• Motivation > Fear of Change
• Learn your audience’s motivation

8. Highlight the Emotional Value
• People relate to emotions better than facts
• Contentment
• Stress
• Legacy
• Regret
• Examples of key phrases:
• “I just don’t worry as much about the weather.”
• “I regret not doing this sooner. I have missed out on years of
benefits and improved water quality.”

9. Focus on Solving Existing Problems
• General benefits not the same as solving problems
• Existing problems have more traction than potential benefits
• Solving problems=Avoiding risk

10. Use Stories
• Easy to remember
• Emotional connection
• Connects with an individual
more than the general

11. Speak Their Language, Not Yours
• Jargon
• Units
• Metrics
• See the people you are working
with as more than numbers

12. The Disclaimer
• Avoid overselling without
scaring people off.
• Example:
• “Cover crops are an
innovative new practice. You
will have some failures, but
overall you will be better off.”

13. Be Clear on the Steps
• Don’t assume they know the
basics.
• Provide details on the 3-5
decisions/steps:
• Use a calendar/timetable
• Complication leads to
procrastination or avoidance
• Replace w/ clarity and
simplicity

14. Recap:
1. Without why, there is no what
2. Highlight the emotional value
3. Solve problems
4. Use Stories
5. Speak in their terms
6. Don’t mess up the disclaimer
7. Provide clear action steps

15. Ingredients of Effective Outreach
• Meet people where they are
• Don’t place blame
• Establish trust
• Focus on their motivation and
needs
• Don’t be afraid of mistakes

16. Questions