As philanthropists we hope to change the world, but how we do that is often less clear. One option for building a better world is harnessing the power of marketing for social good. Many believe traditional marketing intrinsically corrupts or undermines social philosophy, however the field of social marketing proves that belief false. Social marketing is a social science framework geared towards changing people's behaviors for the betterment of individuals or society. This webinar focuses on the philanthropic application of social marketing and how the Chesapeake Bay Trust, a non-profit grant-making organization, advances the adoption of social marketing principles in the Chesapeake Bay Region.

1. HARNESSING THE POWER OF SOCIAL
MARKETING TO BUILD A BETTER WORLD
EPIP Webinar
April 27, 2016
EPIP Host: Biz Ghormley
Presenters: Kacey Wetzel, Kelly Trop

2. 2
Emerging Practitioners in
Philanthropy (EPIP) is a
national network of
foundation professionals,
social entrepreneurs and
other change makers who
strive for excellence in the
practice of philanthropy.

3. 3
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for our community to:
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with others
Learn &
practice
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emerging ideas in
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Please reach out with any questions or to
learn more about membership!
Biz Ghormley
biz@epip.org
Director of Operations & Member Services

5. What’s Coming Up?

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8. Speakers
• Kelly Trop, Chair of EPIP DC,
Program Assistant at Annie E.
Casey Foundation
• Kacey Wetzel, Director of
Programs for Outreach &
Education at Chesapeake Bay
Trust

9. Washington, DC
Montgomery County, MD
Prince George’s County, MD
Arlington County, VA
City of Alexandria, VA
City of Falls Church, VA
Fairfax City, VA
Fairfax County, VA
Loudoun County, VA
Prince William County, VA

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Email us at dc@epip.org

12. Kacey Wetzel, Director, Educa3on and Outreach
EPIP Webinar: Harnessing the Power of Social Marke3ng to Build a BeDer World

13. Our Mission
The Chesapeake Bay Trust (CBT) is a nonprofit grant-
making organiza3on dedicated to improving the
Chesapeake Bay and its rivers through environmental
educa3on, community outreach, and local watershed
restora3on.

14. The need for Social Marke3ng
University of Michigan SNRE assessment outcomes:
• Majority of grantees seek to mo3vate individuals to protect
the Bay (97%)
• A large por3on (62%) seek to change behavior
• Some organiza3ons already using social science tools
• Most organiza3ons apply tools separately of a social science
framework
• Most programs designed to increase knowledge - not change
behavior
• Pervasive misconcep3ons about behavioral change

15. A. Address behavior change
misconcep3ons
B. Offer opportuni3es to
learn more
C. Provide technical
assistance
D. Encourage collabora3on
Research Recommenda3ons

16. Awareness/ Knowledge
Misconcep3on
While increasing knowledge or concern about
the environment are worthy goals, studies have
shown that being knowledgeable and/or
concerned about environmental issues does not
necessarily lead to ac3on
1Kollmus, A. & Agyeman, J. (2002). Mind the Gap: why do people act environmentally and what are the
barriers to pro-environmental behavior? Environmental Educa0on Research 8(3), 239-259.

19. • Underes3ma3ng the
difficulty of changing
behavior
• Underes3ma3ng the 3me
it takes to change
behavior
• Using ineffec3ve models
• Crea3ng programs that
lack evalua3ons
• Measuring outputs
instead of outcomes
• Are we changing
behavior?
• Are we changing resource
use?
• Are we changing resource
quality?
o Pilot programs too small to see
resource quality change on a
measurable scale, so pilot
programs should focus on
behavior change.
The need for Social Marke3ng
We should be asking ourselves: We are currently:

20. Social Marke3ng: Defini3on
“A process that applies marke3ng principles and
techniques to influence target audience
behaviors that benefit society as well as the
target audience.”

21. Social Marke3ng: 10 Steps
1. Background, Purpose & Focus
2. Analyze the Situa3on
3. Select a Target Audience
4. Determine Behavior Objec3ve &
Goals
5. Understand Your Audience -
Par3cipatory approach; Exploratory phase, Concept
tes3ng phase (insight), Pre-tes3ng (and reassurance)
6. Develop a Posi3oning Statement
7. Develop the 4Ps
8. Determine an Evalua3on Plan
9. Set Budgets and Find Funding
10. Write an Implementa3on Plan

22. Marke3ng Social Marke3ng – Our 4 P’s
Forma3ve research - SNRE and April 2014 Stormwater Outreach
Forum recommenda3ons formed strategic marke3ng mix:
Product
o Trainings for grantees
o Technical Assistance Provider Network
o Development of the Audit Tool
Price
o Funding - Aligning RFP with the 10 Steps
Place
o Case Study Database
o Baysurvey.org
Promo3on
o Stewardship Goal in Bay Agreement
o Online webcasts and conference sessions

23. Product/ Service: Trainings for
Grantees

24. Product/ Service: Technical Assistance
Provider Network

25. Product: The Audit Tool

26. Price: Aligning the RFP

27. Place: Case Study Database &
Baysurvey.org

28. Promo3on: Stewardship Goal of the Bay
Agreement and Online Dissemina3on
• The Chesapeake Bay Program is the regional partnership that directs and
conducts the restora3on of the Chesapeake Bay in the US.
• The Chesapeake Bay Agreement guides the restora3on of the na3on’s
largest estuary and its watershed.
• The new Stewardship goal: “Increase the number and diversity of local
ci0zen stewards and local governments that ac0vely support and carry out
conserva0on and restora0on ac0vi0es that achieve healthy local streams,
rivers and a vibrant Chesapeake Bay.”

29. Challenges we con3nue to Tackle
• Misconcep3ons about what it takes to change
behavior
o Informa3on Intensive
o Economic Self-Interest
o ‘The Culture of Doing’
• Misconcep3ons about social marke3ng as a silver
bullet framework
• Informed behavior selec3on
• Contractual availability of social marketers
• Discomfort with forma3ve research

30. Behavior Change Campaigns
• Rain gardens
• Storm drain maintenance
• Tree plan3ng and tree
maintenance
• Sep3c upgrades
• Fats, oils, and grease
• Rain barrel installa3on,
maintenance, use
• De-marke3ng fer3lizer
and liDering
• Pet waste pick-up