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Making Eye Contact with Millions 
Suzanne Kelly 
The Lands at Hillside Farms 
October 11, 2014
Hillside Farms 
Brief History 
How we bought the farm … 
… why it matters
Non profit formed in 2005 
• Entered into lease/purchase 
agreement with Conyngham 
Family 
• Five years to raise “fair ma...
Why? 
• Form an educational farm that also 
teaches a more sustainable way of 
life 
• Halt further development 
• Preserv...
Note: 
Sustainable means, “so those born 200 
years from now will have access to the 
same, or better, resources and 
oppo...
There was a condition: 
If money not raised by 2010 land, 
improvements to buildings, livestock, 
etc. would revert back t...
4Q 2009 
Purchased 412-acre farm for $4.2 million 
Raised half – mortgaged half
4Q 2009 
• Purchased farm/contents for $4.2 million 
• Raised half /mortgaged half
We also inherited a $900,000 
operating deficit
So, the objective was: 
Stop the financial bleeding 
Reach & Teach (mission) 
Raise “realistic” (yet massive) funds 
Impro...
We needed: 
Creative 
Far-reaching 
Targeted 
Free
2009: 700 “passive”
2014: 13,860+ “engaged”
All “likes” are organic 
Do not advertise or boost posts
Insights
Recognize and Respond to 
Criticism & Concerns
Other Examples: 
Good 
Not so good 
Why?
Finally 
Farming 
Motherhood 
ISIS
Questions?
Thank you. 
Suzanne@kellygreenllc.com 
Suzanne@hillsidefarms.org 
570-592-4324
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
NEPA BlogCon 2014: Session  7 - Suzanne Kelly, The Lands at Hillside Farms
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NEPA BlogCon 2014: Session 7 - Suzanne Kelly, The Lands at Hillside Farms

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Presenter: Suzanne Kelly, The Lands at Hillside Farms
Title: How to make direct eye contact with millions: Or, what I learned from farming, motherhood, and ISIS

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NEPA BlogCon 2014: Session 7 - Suzanne Kelly, The Lands at Hillside Farms

  1. 1. Making Eye Contact with Millions Suzanne Kelly The Lands at Hillside Farms October 11, 2014
  2. 2. Hillside Farms Brief History How we bought the farm … … why it matters
  3. 3. Non profit formed in 2005 • Entered into lease/purchase agreement with Conyngham Family • Five years to raise “fair market value” or $4.2 million
  4. 4. Why? • Form an educational farm that also teaches a more sustainable way of life • Halt further development • Preserve land
  5. 5. Note: Sustainable means, “so those born 200 years from now will have access to the same, or better, resources and opportunities.” Land Family Health Nutrition Commerce Spirituality
  6. 6. There was a condition: If money not raised by 2010 land, improvements to buildings, livestock, etc. would revert back to family.
  7. 7. 4Q 2009 Purchased 412-acre farm for $4.2 million Raised half – mortgaged half
  8. 8. 4Q 2009 • Purchased farm/contents for $4.2 million • Raised half /mortgaged half
  9. 9. We also inherited a $900,000 operating deficit
  10. 10. So, the objective was: Stop the financial bleeding Reach & Teach (mission) Raise “realistic” (yet massive) funds Improve physical plant (structures) No marketing/advertising budget
  11. 11. We needed: Creative Far-reaching Targeted Free
  12. 12. 2009: 700 “passive”
  13. 13. 2014: 13,860+ “engaged”
  14. 14. All “likes” are organic Do not advertise or boost posts
  15. 15. Insights
  16. 16. Recognize and Respond to Criticism & Concerns
  17. 17. Other Examples: Good Not so good Why?
  18. 18. Finally Farming Motherhood ISIS
  19. 19. Questions?
  20. 20. Thank you. Suzanne@kellygreenllc.com Suzanne@hillsidefarms.org 570-592-4324

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