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

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

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

5 © Copyright The Trust for Public Land m population 45m internet users m population 194m internet users m population 231m internet users m population 124m internet users 1996 – 2010: A lot has changed in 15 years

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”

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

*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 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

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

10 © Copyright The Trust for Public Land Land Conservation Ballot Measure Approval Rate

11 © Copyright The Trust for Public Land Land Conservation Ballot Measures

12 © Copyright The Trust for Public Land LandVote Ballot Measures

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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

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

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

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

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

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

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

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

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

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