1. Conservation Funding Campaign Strategies Andy Tuck Senior Campaign Advisor The Nature Conservancy atuck@tnc.org Twitter: AndrewTuck2 Vote4Nature

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. Legislative Lobbying Campaigns

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. 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. 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. 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. Strong Supporters Undecided Strong Opposed Voter Opinion Targeting Strong Supporters Undecided Strong Opposed

9. Strong Supporters Undecided Strong Opposed Voter Opinion Targeting Strong Supporters Undecided Strong Opposed

10. Smart Phone Apps New and Emerging Tools & Tactics Geo-Targeted Web Ads Phones Social Media

11. Case Study: Minnesota 2008 Ballot Measure 3/8 % Sales Tax Increase = $5.5 Billion MINNESOTA

12. Case Study: Iowa 2010 Ballot Measure 3/8 of one percent from future sales tax increase = $150 million per year IOWA

13. Case Study: Alabama 2012 Ballot Measure 10% offshore oil gas fee for 20 years = $15 million per year ALABAMA

14. Case Study: West Virginia Voluntary Rural and Outdoor Heritage Conservation Act $9 Deed Recording Fee = $2 million per year WEST VIRGINIA

15. Conservation Funding Campaign Strategies Andy Tuck Senior Campaign Advisor The Nature Conservancy atuck@tnc.org Twitter: AndrewTuck2 Vote4Nature