YOU MAKE THE
DIFFERENCE
Advocacy
training for
Conservation
District
leaders
Made possible
through the
generous
support of the
Walton Family
Foundation
NACD ADVOCACY TRAINING
ADVOCACY
What does it mean to be an
“advocate”?
NACD ADVOCACY TRAINING
WHY BOTHER WITH ADVOCACY?
You are leaders
You are the voices of
local conservation
Your voice matters
It is your
responsibility
If not you, then who?
NACD ADVOCACY TRAINING
ADVOCACY TRAINING KEY CATEGORIES
1. Leadership expectations
2. Political engagement
3. Impacting policy decisions —local, state, national
4. Working & Building Relationships with Lawmakers
5. Shaping public opinion
6. Gaining positive media coverage
7. Building relationships with media
8. Developing and expanding partnerships
NACD ADVOCACY TRAINING
WHY WE ARE HERE...
NACD ADVOCACY TRAINING
NACD ADVOCACY TRAINING
DUST BOWL IMPACTS
 Hundreds of thousands
uprooted
 “Dust pneumonia” and
other illnesses
 By 1934: 100 million
acres no longer had
enough topsoil for
crops
NACD ADVOCACY TRAINING
“Take care of the land and the land will
take care of you.”
NACD ADVOCACY TRAINING
PRIVATE LANDS AGENCY
 1933 – Soil Erosion Service
 1935 – Soil Conservation Service
 1994 – Natural Resources Conservation Service
 Today’s NRCS: 11 ,000 employees 2,800 field of fices
Slide
9
LOCAL INPUT AND GUIDANCE
 1937 – President Roosevelt sends out model conservation
district law
 Brown Creek, N.C., becomes first conservation district
 1946 – NACD founded
NACD ADVOCACY TRAINING
WHY WE ARE HERE
Today:
 3,000 conservation
districts
 17,000 elected or
appointed district
officials
 7,000-plus district
employees
 50-plus state and
territorial associations
NACD ADVOCACY TRAINING
WHY WE ARE HERE
 Nearly three-fourths of
the continental U.S. is
in private ownership.
 Active, voluntary
support from
landowners is key to
success of conservation
work on private land.
NACD ADVOCACY TRAINING
WHY WE ARE HERE
9 billion people by
2050
Dramatic increases
in food production
How will we do
that…and protect
air, soil, water,
wildlife?
NACD ADVOCACY TRAINING
WHY WE ARE HERE
Will we make
the difference?
NACD ADVOCACY TRAINING
WHY WE ARE HERE
The answer
is right here
in this room
Coon Valley, Wisconsin
NACD ADVOCACY TRAINING
LEADERSHIP EXPECTATIONS
NACD ADVOCACY TRAINING
You make
the difference
LEADERSHIP EXPECTATIONS
 Advocate for and engage in private lands conservation on
agricultural, forest and urban lands
 Establish local priorities and set goals
 Provide technical assistance, education, outreach and many
other services
NACD ADVOCACY TRAINING
LEADERSHIP EXPECTATIONS: TODAY
Today’s Challenges --
Demand for services: More customers than
time
More competition for local, state, federal
resources
Need for innovative solutions
NACD ADVOCACY TRAINING
LEADERSHIP EXPECTATIONS
An oath of of fice is more than just a formality. It is a pact between
a person and the organization he or she will ser ve:
OATH OF OFFICE: “The promissory oath
required by law of an officer upon qualifying
for his or her office in which he or she
promises faithfully to perform the duties of
the office and makes all other declarations
or promises required by law.” (Merriam Webster)
*Handout No. 1
NACD ADVOCACY TRAINING
WHAT IS LEADERSHIP?
"It takes leaders to
grow other leaders.”
-- Ray Blunt, author
NACD ADVOCACY TRAINING
WHAT IS LEADERSHIP
Leadership Video:
http://www.ted.com/talks/drew_dudley_everyday_leadership.html
(TED.com – “Drew Dudley: Everyday leadership”)
NACD ADVOCACY TRAINING
WHAT IS LEADERSHIP?
Group exercise
NACD ADVOCACY TRAINING
WHAT IS LEADERSHIP?
1) What are the top priorities your district
should be communicating?
2) What are the hurdles that prevent you from
getting your message across?
3) How can your district overcome those
hurdles and be more effective in getting your
message across?
NACD ADVOCACY TRAINING
LEADERSHIP INCLUDES
PROACTIVE ADVOCACY
Keys to effective boards and staff:
 Strong and well-defined board/staff relationships
 Shared commitment to mission
 Agreement on priorities: What are your district
priorities?
 Fulfilling proper roles
 Constant and clear communication
 Unified internal procedures
NACD ADVOCACY TRAINING
WHAT IS LEADERSHIP?
Group exercise
NACD ADVOCACY TRAINING
WHAT IS LEADERSHIP?
What is the proper role for the conservation district Board member?
(Check all that apply)
1) Setting long-term goals
2) Determining community needs
3) Having the final say when determining yearly objectives
4) Monitoring and managing daily operations
5) Ensuring the mission of the conser vation district is adhered to
6) Finalizing budgets and allocating funds
7) Approving any changes or additions outside the budget
(Continued…)
NACD ADVOCACY TRAINING
WHAT IS LEADERSHIP?
What is the proper role for the conservation district Board member?
(Check all that apply)
8) Taking responsibility for the district’s financial records
9) Implementing board decisions
10) Employing staf f, setting compensation, and evaluating per formance
11) Providing information to the board, including recommendations for
action
1 2) Suppor ting the board's planning function
13) Taking ultimate responsibility for all legal matters
(Continued…)
NACD ADVOCACY TRAINING
WHAT IS LEADERSHIP?
What is the proper role for the conservation district Board member?
(Check all that apply)
14) Conducting day -to-day financial operations
15) Taking ultimate responsibility for compliance with regulator y
requirements (e.g., audit)
16) Operating programs and repor ting on their successes and
shor tcomings
17) Managing Committees
1 8) Managing Volunteers
NACD ADVOCACY TRAINING
WHAT IS LEADERSHIP?
Questions…
1) What are your top three priorities as a Board?
2) What is the greatest strength that contributes to, and the
biggest challenge standing in the way of, an ef fective
relationship between your board and staf f?
NACD ADVOCACY TRAINING
POLITICAL ENGAGEMENT
NACD ADVOCACY TRAINING
You make
the difference
POLITICAL ENGAGEMENT
Areas we’ll cover:
Brief civics refresher
Effective advocacy tips
Taking positions on
issues
Staying informed
Using NACD’s resources
NACD ADVOCACY TRAINING
POLITICAL ENGAGEMENT
We are a representative
democracy:
Representative
democracy is founded
on the principle of
elected officials
representing a group of
people.
NACD ADVOCACY TRAINING
POLITICAL ENGAGEMENT
To be represented,
you must be heard
To be heard, you
must speak
To speak well, you
need to know your
group’s message
NACD ADVOCACY TRAINING
POLITICAL ENGAGEMENT
Group exercise
NACD ADVOCACY TRAINING
POLITICAL ENGAGEMENT
List the specific policy areas for which your district
or association does, or should, have position
statements?
(examples: water quality, invasive species, technical assistance,
etc.)
NACD ADVOCACY TRAINING
POLITICAL ENGAGEMENT
Now what?
NACD ADVOCACY TRAINING
POLITICAL ENGAGEMENT
Creating a Position:
 Educate board, association on issues
 Seek consensus on position
 Must be consistent with your mission, values
 Leadership must adopt
 Now you have something to advocate
*Handout No. 2
NACD ADVOCACY TRAINING
POLITICAL ENGAGEMENT
The Consensus-making Process:
1) Understand what it means to give consent
2) Clearly outline what needs to be decided
3) List all the concerns participants want their
proposal to address
Continued…
*Handout No. 2
NACD ADVOCACY TRAINING
POLITICAL ENGAGEMENT
The Consensus-making Process, continued:
4) Test the Waters
5) Reach a final decision
6) Implement the decision
*Handout No. 2
NACD ADVOCACY TRAINING
POLITICAL ENGAGEMENT
Example Position Statement:
“Our SWCD strongly believes America needs a
Farm Bill. Farm Bill conservation programs are
vital to land and water stewardship at a time
when American agriculture is under pressure to
feed a growing world population.”
NACD ADVOCACY TRAINING
POLITICAL ENGAGEMENT
Getting the word out…
At the national level, we have the
“Principal Legislative Contact”
process
*Handout #3
NACD ADVOCACY TRAINING
POLITICAL ENGAGEMENT
Concerns
How to address
 “I’m not good at
selling”
 Provide right materials
and encouragement
 We have other
priorities, like
fundraising
 Important, but CD
success depends on
laws, policies, public
opinion
 Not enough time
 Others more than
willing to fill the void
NACD ADVOCACY TRAINING
POLITICAL ENGAGEMENT:
RESOLUTIONS PROCESS
*Handout No. 4
NACD ADVOCACY TRAINING
POLITICAL ENGAGEMENT:
STAY INFORMED
(202) 547-6223 – NACD
NACD ADVOCACY TRAINING
IMPACTING POLICY
DECISIONS
NACD ADVOCACY TRAINING
You make
the dif ference
POLITICAL ADVOCACY:
IMPACTING POLICY DECISIONS
Build personal relationships (local, state &
federal)
Stay in regular communication
Get to know their legislative staff
(continued…)
NACD ADVOCACY TRAINING
POLITICAL ADVOCACY:
IMPACTING POLICY DECISIONS
Attend local county board and municipal
meetings
Keep them informed on the issues
Consider contributing to or volunteering on a
campaign
NACD ADVOCACY TRAINING
POLITICAL ADVOCACY:
IMPACTING POLICY DECISIONS
How to Keep them Informed:
Email
Phone
Personal Contact
(Don’t just have a problem, have a solution)
*Handout #5
NACD ADVOCACY TRAINING
IMPACTING POLICY DECISIONS
Tips for meetings with policymakers
DO:
Schedule your appointment well in advance
Be punctual for your meeting
Dress appropriately for the occasion
Prepare adequate materials, handouts and a
brief “leave-behind”
* Handout No. 6
NACD ADVOCACY TRAINING
IMPACTING POLICY DECISIONS
Tips for meetings with policymakers
DO:
Stay focused on your issue
Provide relevant, specific examples from the
legislator’s home district
Follow up after your meeting to answer any
questions or unresolved issues
*Handout No. 6
NACD ADVOCACY TRAINING
IMPACTING POLICY DECISIONS
Tips for meetings with policymakers
DON’T:
Show up 15 minutes late
Talk about your recent doctor’s appointment
Wear your work boots
Bring everyone you know to the meeting
*Handout No. 6
NACD ADVOCACY TRAINING
IMPACTING POLICY DECISIONS
Tips for meetings with policymakers
DON’T:
Get upset if you only get to meet with staff
Wear out your welcome
Mix personal and professional agenda
*Handout No. 6
NACD ADVOCACY TRAINING
WORKING & BUILDING
RELATIONSHIPS WITH
POLICYMAKERS
NACD ADVOCACY TRAINING
You make
the difference
WORKING & BUILDING RELATIONSHIPS
WITH LAWMAKERS
A conservation tour may be one of the best ways for you to
show policymakers how you are protecting land and water
*Handout #7
NACD ADVOCACY TRAINING
WORKING & BUILDING RELATIONSHIPS
WITH LAWMAKERS
Tips for a Successful Tour:
Line up tour date with staff
Invite local officials
Send written invites
Keep tour short
Continued…
*Handout #7
NACD ADVOCACY TRAINING
WORKING & BUILDING RELATIONSHIPS
WITH POLICYMAKERS
Tips for a Successful Tour:
Be accommodating
Invite the media and let officials know!
Prepare and provide an agenda and any
supporting materials
Be knowledgeable about state, local issues
*Handout #7
NACD ADVOCACY TRAINING
WORKING & BUILDING RELATIONSHIPS
WITH POLICYMAKERS
*Handout No. 8
NACD ADVOCACY TRAINING
WORKING & BUILDING RELATIONSHIPS
WITH POLICYMAKERS
*Handout No. 8
NACD ADVOCACY TRAINING
SHAPING POSITIVE
PUBLIC OPINION
NACD ADVOCACY TRAINING
You make
the difference
SHAPING PUBLIC OPINION
“Public opinion” according to Merriam-Webster:
 The predominant attitude of a community: the
collective will of the people <a fluctuation in public
opinion may redirect national policy>
 A summation of public expression regarding a
specific issue or event <public opinion on balancing
the budget falls into two main categories>
NACD ADVOCACY TRAINING
SHAPING PUBLIC OPINION
You have about 30 seconds to tell
your story!
 Provide a unique
statement about
yourself
 Describe who you help
and how, providing a
vivid example
 Explain your unique
selling point
 Call for action: What
response you want from
listener
NACD ADVOCACY TRAINING
WHAT IS LEADERSHIP?
Now it’s your turn…
Write your own
“elevator speech”
NACD ADVOCACY TRAINING
GAINING POSITIVE
MEDIA COVERAGE
NACD ADVOCACY TRAINING
You make
the dif ference
GAINING POSITIVE MEDIA COVERAGE
“Traditional Media” Opportunites
 News releases
 Media “tip sheets”
 Op-Ed pieces & Letters to the editor
 Radio interviews
 TV coverage of “visual” events
 Targeted messages to trade publications
NACD ADVOCACY TRAINING
GAINING POSITIVE MEDIA COVERAGE
“Social Media” Opportunities
 Build your own communities
 Keep them informed
 Grow presence among new demographics
 Mobilize action
 Create dialogue
NACD ADVOCACY TRAINING
GAINING POSITIVE MEDIA COVERAGE
Steps for a Successful Media Event:
Media advisory
Follow-up call
Make personal contact with each reporter in
attendance
Take photos
NACD ADVOCACY TRAINING
BUILDING
RELATIONSHIPS: MEDIA
NACD ADVOCACY TRAINING
You make the
difference
BUILDING RELATIONSHIPS: MEDIA
Personal relationships are crucial. Know your
local editor and news director or the reporter
who covers your “beat”
 Stay in frequent contact with them. It will
help you be THE valued source of information
about private lands conservation
Return calls promptly, but be prepared
NACD ADVOCACY TRAINING
BUILDING RELATIONSHIPS: MEDIA
Thank them for their coverage of the issue
If they get something wrong, correct them
politely and respectfully. “Great story, but one
point was wrong”
Consider an annual award for “best media
coverage” or “media friend of conservation”
NACD ADVOCACY TRAINING
BUILDING RELATIONSHIPS: MEDIA
Make sure your web
site is:
 Organized for easy
navigation
 Has a consistent
theme
 Is interesting and
understandable
 Is frequently updated
Then…Drive people
there
NACD ADVOCACY TRAINING
EFFECTIVE
PARTNERSHIPS:
NACD ADVOCACY TRAINING
You make the
dif ference
EFFECTIVE PARTNERSHIPS
 Building and expanding partnerships takes time
and effort
 Seen as crucial to future success of our
movement
 Who are the important and interested
stakeholders?
 With limited resources, partnerships more
important than ever
*Handout No. 10
NACD ADVOCACY TRAINING
EFFECTIVE PARTNERSHIPS
Creating a Coalition:
You have something
in common with
anyone
Seek out nontraditional partners
Find common
ground and go from
there
NACD ADVOCACY TRAINING
EFFECTIVE PARTNERSHIPS
Group exercise
NACD ADVOCACY TRAINING
EFFECTIVE PARTNERSHIPS
1) What is a goal of your organization that might be more easily achieved
through a coalition effort?
2) What are the common values that your coalition members would
share?
3) Who are some of the constituencies that might be good to invite to be a
part of this coalition, and who, specifically, would be constructive
individuals to represent those perspectives?
4) If you have participated in a coalition effort before…
• What would you replicate that worked?
• What would you change that DIDN’T work?
NACD ADVOCACY TRAINING
CONCLUSION
NACD ADVOCACY TRAINING
You make the
difference
CONCLUSION:
YOU MAKE THE DIFFERENCE
 Democracy is a work in
progress
 There will always be
new elections, new
representatives and
new laws
 Your participation in
our representative
democracy lessens the
distance between
communities and the
government elected to
serve them.
NACD ADVOCACY TRAINING
YOU MAKE THE
DIFFERENCE
QUESTIONS?
NACD ADVOCACY TRAINING
Advocacy
training for
Conservation
District
leaders