Conservation Funding
Campaign Strategies
Andy Tuck
Senior Campaign Advisor
The Nature Conservancy
atuck@tnc.org
Twitter: AndrewTuck2
Vote4Nature
TNC Conservation Funding Wins
1986 - 2012
AK
WA
ND
MT
ID
OR
SD
SD
WY
NV
UT
KS
MO
OK
NM
TX
KY
Ballot Measure Campaigns
Legislative Appropriations Campaigns
TN
AR
MS
LA
NY
AL
WV
VA
NC
SC
GA
MA
RI
PA
OH
IN
CA
AZ
VT
MI
IL
CO
ME
WI
WI
IA
NE
HI
NH
MN
MN
CT
NJ
DE
MD
Legislative Lobbying Campaigns
Ballot Measure Campaigns
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
Messaging Strategy
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
For the public, frame messages in
terms of:
For legislators, frame messages
in terms of:
• People’s HEALTH (water & air)
• JOBS and ECONOMIC
BENEFITS in their district
• People’s QUALITY OF LIFE
• and FUTURE GENERATIONS
• COST SAVINGS for business
and government
• VOTES in their district
“Nature’s Value”
The “New” Language of Conservation
Bad Words to Avoid
Good Words to Use
Environment
Land, air and water
Ecosystems
Natural areas
Biodiversity
Fish and wildlife
Watershed
Water/Land around water
Sprawl
Poorly planned growth
Environmentalism
Conservation
Targeting
Strong
Supporters
Undecided
Voter Opinion
Strong
Strong
Opposed
Opposed
Targeting
Strong
Supporters
Undecided
Voter Opinion
Strong
Strong
Opposed
Opposed
New and Emerging Tools & Tactics
Smart Phone Apps
Social Media
Phones
Geo-Targeted Web Ads
Case Study: Minnesota
2008 Ballot Measure
MINNESOTA
3/8 % Sales Tax Increase
= $5.5 Billion
Case Study: Iowa
2010 Ballot Measure
IOWA
3/8 of one percent from future
sales tax increase
= $150 million per year
Case Study: Alabama
2012 Ballot Measure
ALABAMA
10% offshore oil gas fee for 20 years
= $15 million per year
Case Study: West Virginia
Voluntary Rural and Outdoor
Heritage Conservation Act
WEST VIRGINIA
$9 Deed Recording Fee
= $2 million per year
Conservation Funding
Campaign Strategies
Andy Tuck
Senior Campaign Advisor
The Nature Conservancy
atuck@tnc.org
Twitter: AndrewTuck2
Vote4Nature