1. Advocacy training for Conservation District leaders YOU MAKE THE DIFFERENCE NACD ADVOCACY TRAINING Made possible through the generous support of the Walton Family Foundation

2. What does it mean to be an “advocate”? ADVOCACY NACD ADVOCACY TRAINING

3.  You are leaders  You are the voices of local conservation  Your voice matters  It is your responsibility  If not you, then who? WHY BOTHER WITH ADVOCACY? NACD ADVOCACY TRAINING

4. 1.Leadership expectations 2.Political engagement 3.Impacting policy decisions—local, state, national 4.Building relations with policymakers 5.Working with elected officials 6.Shaping public opinion 7.Gaining positive media coverage 8.Building relationships with media 9.Developing and expanding partnerships ADVOCACY TRAINING KEY CATEGORIES NACD ADVOCACY TRAINING

5. WHY WE ARE HERE...

6. NACD ADVOCACY TRAINING

7. DUST BOWL IMPACTS  Hundreds of thousands uprooted  “Dust pneumonia” and other illnesses  By 1934: 100 million acres no longer had enough topsoil for crops

8. NACD ADVOCACY TRAINING “Take care of the land and the land will take care of you.”

9. 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 offices Slide 9

10. 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

11. 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

12.  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

13. NACD ADVOCACY TRAINING WHY WE ARE HERE Challenges in the early years (Video)

14.  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

15. NACD ADVOCACY TRAINING WHY WE ARE HERE ‘The nation behaves well if it treats the natural resources as assets which it must turn over to the next generation increased; and not impaired in value’ -Theodore Roosevelt

16. Will we make the difference? NACD ADVOCACY TRAINING WHY WE ARE HERE

17. The answer is right here in this room NACD ADVOCACY TRAINING WHY WE ARE HERE Coon Valley, Wisconsin

18. You make the difference NACD ADVOCACY TRAINING LEADERSHIP EXPECTATIONS

19.  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

20. 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: TODAY

21. Conservation Delivery System of the Future key findings:  More training needed for district boards, staff  Better service provided through co-located offices  Importance of increased information sharing  Need for more time spent in the field  Increased partnerships  Strengthened districts in response to federal agency cuts NACD ADVOCACY TRAINING LEADERSHIP EXPECTATIONS: TOMORROW

22.  An oath of office is more than just a formality. It is a pact between a person and the organization he or she will serve: 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 LEADERSHIP EXPECTATIONS

23. "It takes leaders to grow other leaders.” -- Ray Blunt, author NACD ADVOCACY TRAINING WHAT IS LEADERSHIP?

24. NACD ADVOCACY TRAINING WHAT IS LEADERSHIP Leadership Video

25. Group exercise *Worksheet No. 1 NACD ADVOCACY TRAINING WHAT IS LEADERSHIP?

26. 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 LEADERSHIP INCLUDES PROACTIVE ADVOCACY

27. Group exercise *Worksheet No. 2 NACD ADVOCACY TRAINING WHAT IS LEADERSHIP?

28. You make the difference NACD ADVOCACY TRAINING POLITICAL ENGAGEMENT

29. 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

30. NACD ADVOCACY TRAINING POLITICAL ENGAGEMENT How a Bill Becomes a Law (Video)

31. 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

32.  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

33. Group exercise *Worksheet No. 3 NACD ADVOCACY TRAINING WHAT IS LEADERSHIP?

34. Now what? NACD ADVOCACY TRAINING WHAT IS LEADERSHIP?

35. 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

36. 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

37. 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

38. 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

39. Getting the word out… NACD ADVOCACY TRAINING POLITICAL ENGAGEMENT At the national level, we have the Principal Legislative Contact process *Handout #3

40. Concerns  “I’m not good at selling”  We have other priorities, like fundraising  Not enough time How to address  Provide right materials and encouragement  Important, but CD success depends on laws, policies, public opinion  Others more than willing to fill the void NACD ADVOCACY TRAINING POLITICAL ENGAGEMENT

41. *Handout No. 4 NACD ADVOCACY TRAINING POLITICAL ENGAGEMENT: RESOLUTIONS PROCESS

42. NACD ADVOCACY TRAINING POLITICAL ENGAGEMENT: STAY INFORMED (202) 547-6223 – NACD

43. You make the difference NACD ADVOCACY TRAINING IMPACTING POLICY DECISIONS

44.  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

45.  Attend local county board and municipal meetings  Keep them informed on the issues NACD ADVOCACY TRAINING POLITICAL ADVOCACY: IMPACTING POLICY DECISIONS

46. How to Keep them Informed:  Email  Phone  Personal Contact (Don’t just have a problem, have a solution) *Handout #5 NACD ADVOCACY TRAINING POLITICAL ADVOCACY: IMPACTING POLICY DECISIONS

47. The Bottom Line:  Legislative bodies at all levels are constantly changing  Know your policymakers and their staff…and make sure they know you!  Know your message  Ask how you can help them  Be respectful *Handout No. 6 NACD ADVOCACY TRAINING IMPACTING POLICY DECISIONS

48. 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

49. 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

50. 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

51. 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 IMPACTING POLICY DECISIONS

52. You make the difference NACD ADVOCACY TRAINING BUILDING RELATIONSHIPS WITH POLICYMAKERS

53.  Attend town hall meetings  Invite policymakers to your meeting  Always follow up and thank them  Consider contributing to or volunteering on a campaign  Stay in frequent contact with policymakers or their staff NACD ADVOCACY TRAINING BUILDING RELATIONSHIPS WITH POLICYMAKERS

54. Call-In Exercise with Staff NACD ADVOCACY TRAINING WHAT IS LEADERSHIP?

55. NACD ADVOCACY TRAINING BUILDING RELATIONSHIPS WITH POLICYMAKERS A conservation tour may be one of the best ways for you to show policymakers how you are protecting land and water *Handout #7

56. NACD ADVOCACY TRAINING BUILDING RELATIONSHIPS WITH POLICYMAKERS Tips for a Successful Tour:  Line up tour date with staff  Invite local officials  Send written invites  Keep tour short Continued… *Handout #7

57. NACD ADVOCACY TRAINING 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

58. You make the difference NACD ADVOCACY TRAINING WORKING WITH ELECTED OFFICIALS

59.  Get to know decision-makers, and let them get to know you  Focus on strong relationships with staff  Decision-makers rely on staff to educate them  Staff can help: -Arrange meetings with members -Explain what members are thinking -Give you updates on legislation -Tell you what grassroots methods to employ NACD ADVOCACY TRAINING BUILDING RELATIONSHIPS: DECISION-MAKERS

60. NACD ADVOCACY TRAINING WORKING WITH ELECTED OFFICIALS *Handout No. 8

61. NACD ADVOCACY TRAINING WORKING WITH ELECTED OFFICIALS *Handout No. 8

62. NACD ADVOCACY TRAINING Time for a 15-minute break!

63. You make the difference NACD ADVOCACY TRAINING SHAPING POSITIVE PUBLIC OPINION

64. “Public opinion” according to Merriam-Webster:  The predominant attitude of a community: the collective will of the people  A summation of public expression regarding a specific issue or event NACD ADVOCACY TRAINING SHAPING PUBLIC OPINION

65.  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 SHAPING PUBLIC OPINION You have about 30 seconds to tell your story!

66. Group exercise *Worksheet No. 4 NACD ADVOCACY TRAINING WHAT IS LEADERSHIP?

67. You make the difference NACD ADVOCACY TRAINING GAINING POSITIVE MEDIA COVERAGE

68. “Traditional” media  Newspapers  TV  Radio  Ag media  Trade publications *Handout No. 9 Opportunities  News releases  Media “tip sheets”  Op-Ed pieces that express your views  Letters to the editor  Radio interviews and talk shows  TV coverage of “visual” events  Targeted messages to trade publications NACD ADVOCACY TRAINING GAINING POSITIVE MEDIA COVERAGE

69. Steps for a Successful Media Event:  Media advisory  Follow-up call  Make personal contact with each reporter in attendance  Take photos NACD ADVOCACY TRAINING GAINING POSITIVE MEDIA COVERAGE

70. Social media  Facebook  Twitter  Web site  Google-Plus  Text alerts  Email (Still most popular)  Blogs Opportunities  Build your own communities  Keep them informed  Grow presence among new demographics  Mobilize action  Create dialogue NACD ADVOCACY TRAINING GAINING POSITIVE MEDIA COVERAGE

71. Group exercise Call-In with Ag Media NACD ADVOCACY TRAINING WHAT IS LEADERSHIP?

72. You make the difference NACD ADVOCACY TRAINING BUILDING RELATIONSHIPS: MEDIA

73.  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

74.  Thank them for job well done  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

75. 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 BUILDING RELATIONSHIPS

76. You make the difference NACD ADVOCACY TRAINING EFFECTIVE PARTNERSHIPS:

77.  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

78. Creating a Coalition:  You have something in common with anyone  Seek out non- traditional partners  Find common ground and go from there NACD ADVOCACY TRAINING EFFECTIVE PARTNERSHIPS

79. Group exercise *Worksheet No. 5 NACD ADVOCACY TRAINING EFFECTIVE PARTNERSHIPS

80. You make the difference NACD ADVOCACY TRAINING CONCLUSION

81.  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 CONCLUSION: YOU MAKE THE DIFFERENCE

82. Video NACD ADVOCACY TRAINING CONCLUSION: YOU MAKE THE DIFFERENCE

83. Advocacy training for Conservation District leaders YOU MAKE THE DIFFERENCE NACD ADVOCACY TRAINING QUESTIONS?