Compelling Message Creation and Audience Engagement Tips

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 2 #RALLY2018 LAND TRUST ALLIANCE

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 3 #RALLY2018 LAND TRUST ALLIANCE

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. 4 #RALLY2018 LAND TRUST ALLIANCE

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 5 #RALLY2018 LAND TRUST ALLIANCE

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 6 #RALLY2018 LAND TRUST ALLIANCE

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. 7 #RALLY2018 LAND TRUST ALLIANCE

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 8 #RALLY2018 LAND TRUST ALLIANCE

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 9 #RALLY2018 LAND TRUST ALLIANCE

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