1. Marketing and Funding Strategy Council Workshop May 7, 2014

2. Agenda Introductions Libby Barg Public Opinion Research
Online Stakeholder Survey
Communications Assessment Mary Corey
/ Peer Best Practices
Marketing and Funding Strategies Libby Barg
Next Steps

3. Public Opinion Research
2012 Customer Awareness and Satisfaction Survey
CWS District
1,398 online surveys completed
2013 Clean Water Services Customer Values Survey
944 online surveys completed
The Language of Conservation 2013: Updated Recommendations on How to Communicate Effectively to Build Support for Conservation
National survey of voters commissioned by the Nature Conservancy

4. CWS Customers’ Public Values
Generally speaking, people consider the environment and water supplies higher values for local rivers and streams than recreation, drainage, scenic beauty and irrigation. (CFM 2012)

5. How personally connected are you to the Tualatin River and local streams?
not at all 1 2 3 4 5 6 7 8 9 10
2003
2013
The connection residents feel with the Tualatin River has increased significantly over the past decade from a mean score of 3.8 to 6 today. (DHM 2013)
a lot

6. Language of Conservation (national survey)
DO talk about water FIRST and foremost.
“Protecting land around rivers, lakes, and streams, will keep pollution from flowing into these waters and prevent it from eventually contaminating our drinking water.”
DO keep people in the picture.
The best reason to conserve nature is to preserve the benefits people can derive from it—for our economy, our health, and our enjoyment.
DO use phrases that imply ownership and inclusion, such as “our” and “we.”
DO highlight the diverse coalitions and collaborations in support of conservation efforts.

8. Discussion
What is the most interesting result to you? What messages are most valuable for the Watershed Council?

9. TRWC Online Stakeholder Survey
May 2014
81 respondents

12. On a scale of 1 (not effective) to 7 (highly effective) how would you gauge the organization’s efforts in: 1 2 3 4 5 6 7
Not effective
Highly effective
Watershed preservation, restoration, and enhancement 4.8 Collaborative problem solving 4.8 Education and outreach 4.6 Delivering the vision and mission 4.5 Building financial and staffing capacity 3.8

13. Greatest Accomplishments Fallen Short of Expectations Gales Creek
Building two-way partnership
Restoration projects
Outreach to key influencers
Participating / collaborating with others on projects
Sharing information / communicating with others
“I know the Council has conducted a culvert survey and a fish presence survey, but other than that I honestly cannot tell you what their greatest accomplishment has been.”
“They're doing good things, but I don't know what they are …I don't ever receive a newsletter or from them.”
“A great forum for discussion on a variety of issues with diverse perspectives. “
“There are opportunities to take a broader role in coordinating watershed activities, but they need to gather key stakeholders at higher policy levels…”

14. On a scale of 1 (not effective) to 7 (highly effective) how would you gauge the Council’s communication with stakeholders? 1 2 3 4 5 6 7
Not effective
Highly effective
4.3
On a scale of 1 (not easy) to 7 (very easy) how easy is it for you or your organization to provide information to the Council? 1 2 3 4 5 6 7
Not easy
Very easy
5.4

16. Activities that contribute most to ensuring the Watershed Council’s education and outreach efforts are effective
67% Enhance the quantity and quality of media coverage of watershed issues 67% Encourage and support K-12 science and environmental education 64% Serve as an information clearinghouse 52% Provide speakers for public speaking opportunities 45% Sponsor events

18. On a scale of 1 (not effective) to 7 (highly effective) how effective would you gauge the Council’s education and communication materials? 1 2 3 4 5 6 7
Not effective
Highly effective
4.1

19. “It has been undergoing change recently and is much better.”
Website
“The website has an amazing amount of information - the question is - how do we get people to use it?”
65% visit website
33% last week
41% last month
26% last year
“It has been undergoing change recently and is much better.”
“Nice website!”
On a scale of 1 (not effective) to 7 (highly effective) How effective is the Council’s website in increasing awareness and providing information? 1 2 3 4 5 6 7
Not effective
Highly effective
4.2

20. Ranking of actions for developing capacity
Develop diverse funding sources
Establish partnerships with outside organizations
Increase participation of stakeholders and representatives in Council activities
Provide additional staffing

23. Most Important Message
We collaborate with others to improve water quality in the Tualatin River.
62%
Engaging the community to sustain our watershed.
59%
We need your help in improving our watershed’s health.
39%
Join with us to protect and improve fish and wildlife habitat.
35%
We provide residents and businesses with information they need to protect the Tualatin River and its tributaries.
29%
We protect our source of drinking water.
27%
We improve fish and wildlife habitat.
24%
Our projects maintain and restore the biological and physical process in watersheds.
20%
= important to the public!

24. Most Important Advice
“Increase profile in the community, especially with major employers.”
“Market the Council’s accomplishments to date.”
“Become the facilitator to achieve smart development in the future.”
“Build meaningful partnerships.”
“Create a more positive image so that the community sees you as an organization that can help accomplish things.”

25. Any surprises? What are the key take-home messages?
Discussion
Any surprises? What are the key take-home messages?

26. Communications Assessment
What’s Good
Partnerships with organizations who have great communications materials and tools
Support from great organizations
What Could be Improved
Organized communications materials
What’s still good?
What should be culled
Have a few well designed pieces to share with public (our identity)
Annual Report
Watershed Council-Who Are We?
Distribute! Track!

27. Example: Annual Report

28. Peer “Funding Best Practices”
Strong partnerships with landowners
Awards programs
Provide secure online donation option on homepage
Tax-deductible fee for “friend of” membership
Donations for specific activities (school program, tree planting, etc.)
Fundraising partnerships with breweries
Anchor funding / staff resources
Watershed Councils Mary’s River Long Tom Coos Watershed Association Calapooia Johnson Creek Middle Fork

29. What questions do you have about the communications assessment?
Discussion
What questions do you have about the communications assessment?

30. Marketing and Funding Strategies

31. Build and Strengthen Partnerships
Strengthen and streamline internship program with Pacific University
Organize annual “listening sessions” with current partners to align goals
Reach out to potential partners to reintroduce Watershed Council; begin to develop relationships
Cultivate ongoing communications and interactions with opinion leaders

32. Update Messaging and Create New Communications Tools
Update messaging on website / materials to resonate with public values
Rename Council sub-committees (more understandable and positive)
Create a new template for annual report—then distribute widely
Develop an electronic newsletter—highlight accomplishments (also create a robust distribution list)
Develop and implement a media strategy (for example: news releases, op-eds, etc.)

33. Funding: Be of Value
Facilitate the important discussions and decisions
Champion partner organizations (for example: distributing their materials; showcasing their successes; endorsing their projects)
Become a service provider for partner organizations (for example: watershed tours)
Provide an easy way for public to donate (for example: “Friends of TRWC” program with a small tax deductible fee; a secure online donation system placed prominently on homepage)
Create a fun—and simple to organize—fundraising event (for example: recruit local area brewery for quarterly event)

34. TRWC needs a person to focus on developing / strengthening relationships and sharing the good work the Council accomplishes.

35. Discussion
Which strategies would be most successful? Which ones should we focus on first? Any more ideas?

36. Marketing and Funding Strategy
Next Step
Marketing and Funding Strategy
Reviewed by the Watershed Council’s Steering Committee and staff
Revised and distributed to the Watershed Council for review

37. Thank you!