1. 2 © Copyright The Trust for Public Land Massachusetts Land Conservation Conference March 26, 2010

2. 3 © Copyright The Trust for Public Land The Conservation Finance Movement 1996 – 2010 $48 billion in voter approved funding 1603 successful ballot measures in 44 states 76% approval rate

3. 4 © Copyright The Trust for Public Land 1996 – 2010: A lot has changed in 15 years The Internet Cell phone proliferation 9-11 Disaster Wars in Iraq/Afghanistan Dot Com Boom and Bust Climate Change Wall St. and Housing Collapse Hurricane Katrina Gulf Oil Spill The Tea Party

4. 5 © Copyright The Trust for Public Land 1996 265m population 45m internet users 2004 294m population 194m internet users 2008 300m population 231m internet users 2000 271m population 124m internet users 1996 – 2010: A lot has changed in 15 years

5. 1996 – 2010: The Emergence of Generation X The environmental movement does not touch them as individuals.  No organization stands out.  No urgency: This is everyone’s problem, therefore easy to ignore. They resist association with organizations that suggest commitment and obligation. Economic “Free Agents” Nature does not exist in their day-to-day experience. The term “environment” is highly charged, communicating problems. As parents, they keep kids indoors leading to “Nature Deficit Disorder”

6. 7 © Copyright The Trust for Public Land Economy now favored over Environment

7. *Data from national survey of 1,000 adults conducted by GfK Roper November 3-8, 2010 How important are the following issues to you personally...not at all important, slightly important, moderately important, very important or extremely important? Issues %“Extremely Important” June 2010Aug. 2010Sept. 2010Oct. 2010Nov. 2010 The economy50% 47% 45% Education44%43%41%39%41% Health care42%44%43%41%38% Unemployment44%43%41%38% Terrorism48%40% 36%37% Federal budget deficit42%41%38%34%35% Taxes36%34%32%31%30% The situation in Afghanistan32%35%31%28% The environment37%28% 26% Energy32%29% 27%25% The situation in Iraq32%34%28%22%25% Immigration34% 35%25%24% Gas prices28%24%23% Relationships with other countries 29%27%23% 20% Importance of Issues

8. 9 © Copyright The Trust for Public Land Voter Approved Conservation Funding 1996 – 2010 ($ Billions)

9. 10 © Copyright The Trust for Public Land Land Conservation Ballot Measure Approval Rate 1996 - 2010

10. 11 © Copyright The Trust for Public Land Land Conservation Ballot Measures 1996 - 2010

11. 12 © Copyright The Trust for Public Land LandVote Ballot Measures 1998 - 2010

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14. 15 © Copyright The Trust for Public Land 2010: Land Conservation Wins at the Ballot Nov. 2, 2010: 30 of 36 measures passed 83% passage rate -- 2 nd highest in 20 years Maine – Land for Maine’s Future $9.75 million bond approved by 59% Iowa – Iowa’s Water & Land Legacy constitutional amendment approved by 63% Oregon – Measure 76 renewing constitutional dedication of lottery funds approved by 69% Over $2 billion in new funding approved

15. 16 © Copyright The Trust for Public Land Dorchester County, South Carolina Nov 2010 Election $5m Open Space Bond 71% Yes Vote

16. 17 © Copyright The Trust for Public Land Maine: Land for Maine Future Bond Nov. 2010 election $9.75m Bond Approved 59% Yes Vote Paul LePage (R) elected in 3-way race with 38%; opposed LMF Bond

17. 18 © Copyright The Trust for Public Land CPA and the MA Governor’s Election 2010

18. 19 © Copyright The Trust for Public Land Winning at the Ballot

19. Identify your Audience Meet people where they are Simple, clear, concise, consistent language Rational and emotional Call to action 2-3 maximum Use poll results

20. 21 © Copyright The Trust for Public Land Why Do Voters Choose to Raise Their Taxes to Support Land Conservation?

21. 22 © Copyright The Trust for Public Land Ranked “very important”: 1.84%Protect drinking water quality 2.75%Improve water quality in lakes, rivers and streams 3.70%Protect quality of life 4.63%Protect working farms and ranches 5.62%Protect natural areas Poll of 1,500 registered voters surveyed April 3 to 12, 2004, by Fairbank, Maslin, Maullin & Associates (D) and Public Opinion Strategies (R) for the Trust for Public Land and the Nature Conservancy April 2004 National Poll: Top Goals for Land Conservation

22. 23 © Copyright The Trust for Public Land Local Voter Support for Conservation Purposes

23. 24 © Copyright The Trust for Public Land What do Elected Officials Want: ROI New Jersey Effort to get a bond to renew funding for the Green Acres program Ecosystem service valuation –Every dollar invested by New Jersey returns $10 Results released to the media and state legislature through testimony at committee hearings A $400 million bond was referred to the November 2009 ballot –Passed with 53% of the vote

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29. 30 © Copyright The Trust for Public Land How do you win a ballot measure?