E04 Investing in Nature Protecting Nature Makes Good Financial Sense Chris Eng, USFWS Coastal Program Jennifer Plowden, The Trust for Public Lands Carolyn Buck, Freshwater Land Trust Mark Secrist, USFWS Coastal Program Jessica Collier, USFWS Coastal Program October 13, 2018 #Rally2018

Effective Communication Techniques  #RALLY2018

Effective Communication Techniques What makes a useful pitch? Simple, clear, concise, and conversational messaging Outline your talking points Relate to your audience Well defined ‘Ask’ and Actions Organized communication strategy  #RALLY2018

How to Create a Compelling Message Design clear, measurable goals Provide details What you are trying to accomplish? What do you want people to do? Then establish how to measure success Ex. – amount of financial contributions, or the number of participants at an event, or a measurable environmental factor (reduced sediment run-off), etc. Detail what you are trying to accomplish or what you want people to do – for instance, are you trying to raise money to purchase a property, improve water quality in a tributary, or ask a township board to vote ‘yes’ for an easement? Once you decide on a clear goal, then establish how you can measure success. That may be the amount of financial contributions, or the number of participants at an event, or reduced sediment run-off, etc.  #RALLY2018

How to Create a Compelling Message Know your audience and relate to them Identify who to communicate with Groups of people that are likely to relate to or be affected by your goals Ex. residents of a specific area, certain age groups, recreation or outdoors hobbyists, donor groups, elected leaders (school boards, township trustees, city council members, etc.), business owners, farmers, ranchers, landowners, and more. Find the people who have a reason to get involved, who make decisions, or who have influence Identify the group of people with whom you want to communicate. Keep in mind the ‘general public’ is not a target audience. Instead, try to identify a small group of people that are likely to relate to or be affected by your goals. look to people who have a reason to get involved, who make decisions, or who have influence (financial, political, community leadership, or otherwise). Start by considering residents of a specific area, certain age groups, recreation or outdoors hobbyists, donor groups, elected leaders (school boards, township trustees, city councils, etc.), business owners, farmers, ranchers, landowners, etc.  #RALLY2018

How to Create a Compelling Message create a message that will resonate with audiences Identify their motivation or belief system and find common ground for the messaging What does the audience need to know to make a decision? Understand how the statistics were developed and present them in a compelling fashion Identify three key takeaways for your audience to know Be simple, clear, concise, and conversational Avoid providing extraneous information or details Keep your message short Avoid jargon Examples of J Identify their motivation or belief system and find common ground for the messaging.  Use statistics relevant to your situation that resonate with your audience and talk about the outcomes or direct relationships that will motivate your audience. Understand how the statistics were developed and present them in a compelling fashion (e.g., $2.50 cost saving per household isn’t very impressive; however, if there are 400,000 households – a cost saving of $1,000,000 is more impressive). Ask yourself, what does the audience need to know to make a decision? Why should they care? Then identify three key takeaways for your audience to know. When communicating, be simple, clear, concise, and conversational. Avoid providing extraneous information or details that don’t support your main goal and could misdirect the message Keep your message short – whether you are using verbal or written communication, shorter is better to hold your audience’s attention. In some instances, you may only be granted a few minutes to present your message. argon:  #RALLY2018

How to Create a Compelling Message Identify an ask and give clear direction for action Your ‘Ask’ is what you are requesting the audience to do or what you want to get from them. The Ask: Do you want your audience to donate money, sign a petition, write letters of support, vote a certain way, participate in an event, etc.? Direction is a specific action your audience can take in order to achieve the ‘ask’ and ultimately, achieve your goal. The Direction: Give $10 dollars to support the walking trail completion; Attend a fundraiser to purchase land; Vote yes on Issue 12; Reduce lawn fertilizer use; Send letters to the Governor stating your support and encouraging her to do the same.  #RALLY2018

How to Create a Compelling Message Establish communication strategy How do you reach your audience? In-person meetings, email, posters, letters, social media, town hall meetings, community events, local news, school programs, etc. Rule of three – find a combination of three strategies to get your message out to a target audience Rule of Three: The first time someone hears a new idea, they’re likely to forget it. The second time, they may ponder it for a bit and then disregard. But, by the third time, the message is more likely to resonate and stick.  #RALLY2018

ACTIVITY!!! Craft a compelling message for your target audience In groups of 4 to 5 people Review the background scenario and audience profile Groups will prepare a brief (3-5 sentence) in-person pitch. Using the background information, select compelling statistics to convince your audience to support the conservation project When the exercise is complete, groups will be selected to present their pitches and explain why they chose those statistics Instructions:   Participants will be separated into groups of 4 to 5 people. The groups will represent the Skippyjon Jones Land Trust and be assigned an audience profile and a collection of economic statistics. The groups will review the background information provided in the scenario and audience profile. Groups will prepare a brief (3-5 sentence) in-person pitch. Using the background information, select compelling statistics to convince your audience to support the conservation project. Refer to the Audience Communication Strategies for tips on writing a meaningful pitch. If time permits, groups should craft pitch for another audience profile. When the exercise is complete, groups will be selected to present their pitches and explain why they chose those statistics.  #RALLY2018

Poll Everywhere: https://www. polleverywhere Or Pollev.com/jcollier064 email and D12  #RALLY2018