Corporate marketing (or cause marketing) partnerships can be a source of revenue for land trusts as well as help to raise your organization’s profile, but securing the right partner with the best terms and stewarding the relationship can be challenging. In this seminar, led by seasoned nonprofit experts, you will examine case studies, learn how to identify the best prospects, craft a pitch to a potential corporate partner, negotiate the best deal and manage the relationship once the deal is signed. A pre-conference survey of participants will help frame breakout discussions.
Session Level: Intermediate Session Location: David L. Lawrence Convention Center Price: $130/$150
Through the lens of “Earth Week” – the Leelanau Conservancy’s annual week-long multichannel communication and fundraising campaign – we’ll discuss strategies we used to build and broaden support for our land trust. We’ll describe why a multichannel campaign was the best choice for us based on our audiences and the communication and fundraising goals we wanted to achieve. We’ll also talk about our experience with the specific tools and techniques we used, including partnerships, peer-to-peer social media fundraising and activities for millennials. We hope by sharing our experience, other land trusts will get ideas and be inspired to create their own multichannel campaign to meet their communication and fundraising goals.
Where do we go from here? Land trusts understand the need to engage landowners and members of the community, but is your outreach portfolio structured in a way that supports your mission and project goals? Do you lack the time, capacity, or direction to keep things progressing after you’ve gotten a landowner’s attention? This workshop will encourage participants to plan out their outreach activities from start to finish using the concept of a “Ladder of Engagement,” developed by The Sustaining Family Forests Initiative’s Tools for Engaging Landowners Effectively. Case studies from the Hudson to Housatonic Regional Conservation Partnership will depict lessons learned about follow-up and setting the stage for meaningful relationships with landowners. Participants will have a chance to apply this tool in small breakout groups and map out a series of steps and touch points that will guide landowner action towards change they want to see on the landscape.
Session Level: Basic Session Location: David L. Lawrence Convention Center
This workshop will detail the process and outcome of Essex County Greenbelt’s 2017 website overhaul, which improved user experience, incorporated responsive design, and integrated new interactive mapping technology. We’ll get into the nitty gritty of the project details from the planning stage through development and deployment to ongoing lessons. Topics such as how people use websites today, the design process, data analytics and the interactive mapping journey will be covered. We’ll take a tour of the new ESRI mapping platform and the updated website. You’ll walk away with concrete examples you can use to inform your organization’s redesign process and what to avoid.
This workshop invites participants to take a deep dive into the way that we communicate about land conservation and what we can learn from other sectors, movements, and advocates. The first part focuses on building a bridge to the urban populace that is primed to get outside but doesn't make the connection to the work of land trusts. The second part explores the rhetorical ground conceded in the past decades and explores how to recapture some of that lost ground to make a stronger case for land. Part three looks at lessons from collective action movements and their successes and risks. These include the Civil Rights, Women's Rights, and Gay Rights movements. The final part gets real about the problem of diversity (geographical, ethnic, economic, etc.) and land ownership and preservation. This workshop will be highly interactive with the presenter giving context, posing questions, and framing discussion. Participants should be motivated to experiment, brainstorm, and take risks. There are no easy answers to these challenges, which is why we need to confront them head on.
The press release use to be the “king” of an organization’s strategy to disseminate news and information. Not anymore. In a changing and challenging news environment, reporters are looking for press releases plus web- and social media-ready content to make them more relevant to their employers, readers and followers. Your members also want relevant, engaging content. The session will show you how to prioritize and use no- or low-cost strategies to build trust and interest with the media. You will also learn strategies to provide reporters with ready-to-go content so that they can effortlessly write and highlight your conservation projects and accomplishments. Tactics include using one of the most powerful multimedia tools most of us have in our purses or pockets: a smartphone.
Public opinion, financial feasibility and policy research are crucial to demonstrate the value of larger investments in natural climate solutions. Natural climate solutions—the concept and the terminology—are foreign to most U.S. decision makers and members of the public. Without research on the best ways to talk about how the land sector could be a major player in addressing the threat of climate change, we are ill-equipped to achieve the same gains as we have for habitat protection. Over the course of six months, The Nature Conservancy and The Trust for Public Land have contracted with the bi-partisan polling firms of Public Opinion Strategies and FM3 to test public opinion and decision-maker opinion on the issue of using nature to help address the climate change. This extensive qualitative and quantitative research is guiding the two organizations in how we communicate on this issue. During this session, we will hear from the pollsters on the research and how to apply our newfound understanding of terminology and messaging in work in the field. Additionally, representatives of The Nature Conservancy and The Trust for Public Land will discuss how they are using this data to bolster their efforts on natural solutions for climate at the national level. Finally, we will open the discussion with the audience to see how this research and programmatic work might be applied to work of land trusts across the country.
In this highly interactive, hands-on workshop, we will make a three-minute video from start to finish. The subject of the video will be determined by a survey of registered participants in advance of the workshop. We will work in teams to create talking points for the video. Then we will tape the video right in the room, supplementing what we shoot with some prerecorded footage and images. Then we will edit the video in iMovie, projected on the room's screen so that everyone can participate or see how editing decisions are made. Participants will learn how to get the best results with the least investment of up-front resources. Content includes tips on staging, directing, recording, lighting, and making staff comfortable in front of the camera. Participants will receive a tip sheet covering the techniques and tools we use so they can focus on hands-on learning.
“Closing the Deal With Rural Landowners” is a unique research project and training course to help conservation practitioners successfully recruit and negotiate landowners’ participation in CREP, conservation easements, agricultural best practices, manure and forest management plans, habitat restoration projects, etc. to improve water quality in the Chesapeake Bay watershed. Our approach will be different from past efforts which have explored and provided insights into this challenge from the landowners’ perspective. Instead, we will pick the brains of the region’s most successful conservation field staff and package their advice and tips into a short course designed for entry level and mid-career field staff.
Session Level: Basic Session Location: David L. Lawrence Convention Center
In North Carolina and across the country, land trusts are exploring ways to reach non-traditional audiences such as millennials and communities of color. CTNC, in partnership with local land trusts, have developed a statewide public awareness campaign that seeks to engage members of these communities and redefine what it means to be a supporter and advocate for conservation issues and policies. Through the campaign, land trusts developed messaging recommendations and tools to create a connection between the benefits of conserving land and its impact on clean water, outdoor recreation, farmland preservation, and climate change to diversify our base of support and build deeper and more meaningful relationships with millennials, communities of color, and community conservation advocates. Members of the land trusts will walk through how the campaign was built and detail the phases of research, utilizing community partners, messaging development, and creating cohesive marketing strategies to connect with target audiences and build a stronger and more diverse base of advocates and supporters in North Carolina.
Session Level: Intermediate Session Location: David L. Lawrence Convention Center
Having a good estimate of nature's value allows communities to make informed land management decisions and effectively advocate for land protection. Local economies are associated with natural resources through tourism and jobs, drinking water quality, health care costs, storm protection, and more. This session will teach participants to recognize the benefits associated with natural resources, provide tools for evaluating economic returns, and engage participants with a hands-on example of how to identify and communicate the benefits of nature to target audiences. Participants will receive a holistic approach to evaluating the connections between natural resources and saving money for communities. Protecting nature makes good financial sense and we will help participants learn to identify and communicate the benefits of investing in nature.
Are you looking to leverage your print newsletter to become a stronger outreach and fundraising tool? Something that can connect with more and different people and inspire greater community trust and enthusiasm? Join us as we discuss practical strategies, with before and after examples, on how to write in a welcoming and compelling way for donors and new readers, including Stories of Change; create a story-board and design mock-ups that connect with your readers; clarify images you should use and where to find them; consider pros and cons of using and outside designer. Learn how to position your land trust in a way that builds trust and enthusiasm for the conservation work underway among a wider audience and how this approach takes practice, but can make a big impact on the bottom line.