HARNESSING THE POWER OF SOCIAL MARKETING TO BUILD A BETTER WORLD

EPIP Webinar April 27, 2016 EPIP Host: Biz Ghormley Presenters: Kacey Wetzel, Kelly Trop

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Emerging Practitioners in Philanthropy (EPIP) is a national network of foundation professionals, social entrepreneurs and other change makers who strive for excellence in the practice of philanthropy.

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leadership skills

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Biz Ghormley biz@epip.org

Director of Operations & Member Services

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Speakers • Kelly Trop, Chair of EPIP DC,

Program Assistant at Annie E. Casey Foundation

• Kacey Wetzel, Director of Programs for Outreach & Education at Chesapeake Bay Trust

Washington, DC Montgomery County, MD Prince George’s County, MD Arlington County, VA City of Alexandria, VA City of Falls Church, VA Fairfax City, VA Fairfax County, VA Loudoun County, VA Prince William County, VA

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KaceyWetzel,Director,Educa3onandOutreachEPIPWebinar:HarnessingthePowerofSocialMarke3ngtoBuildaBeDerWorld

OurMissionTheChesapeakeBayTrust(CBT)isanonprofitgrant-makingorganiza3ondedicatedtoimprovingtheChesapeakeBayanditsriversthroughenvironmentaleduca3on,communityoutreach,andlocalwatershedrestora3on.

TheneedforSocialMarke3ng

UniversityofMichiganSNREassessmentoutcomes:•  Majorityofgranteesseektomo3vateindividualstoprotect

theBay(97%)•  Alargepor3on(62%)seektochangebehavior•  Someorganiza3onsalreadyusingsocialsciencetools•  Mostorganiza3onsapplytoolsseparatelyofasocialscience

framework•  Mostprogramsdesignedtoincreaseknowledge-notchange

behavior•  Pervasivemisconcep3onsaboutbehavioralchange

A.  Addressbehaviorchangemisconcep3ons

B.  Offeropportuni3estolearnmore

C.  Providetechnicalassistance

D.  Encouragecollabora3on

ResearchRecommenda3ons

Awareness/KnowledgeMisconcep3on

Whileincreasingknowledgeorconcernabouttheenvironmentareworthygoals,studieshaveshownthatbeingknowledgeableand/orconcernedaboutenvironmentalissuesdoesnotnecessarilyleadtoac3on1Kollmus,A.&Agyeman,J.(2002).MindtheGap:whydopeopleactenvironmentallyandwhatarethebarrierstopro-environmentalbehavior?EnvironmentalEduca0onResearch8(3),239-259.

•  Underes3ma3ngthedifficultyofchangingbehavior

•  Underes3ma3ngthe3meittakestochangebehavior

•  Usingineffec3vemodels•  Crea3ngprogramsthat

lackevalua3ons•  Measuringoutputs

insteadofoutcomes

•  Arewechangingbehavior?

•  Arewechangingresourceuse?

•  Arewechangingresourcequality?o  Pilotprogramstoosmalltosee

resourcequalitychangeonameasurablescale,sopilotprogramsshouldfocusonbehaviorchange.

TheneedforSocialMarke3ng

Weshouldbeaskingourselves:Wearecurrently:

SocialMarke3ng:Defini3on

“Aprocessthatappliesmarke3ngprinciplesandtechniquestoinfluencetargetaudiencebehaviorsthatbenefitsocietyaswellasthetargetaudience.”

SocialMarke3ng:10Steps1.  Background,Purpose&Focus2.  AnalyzetheSitua3on3.  SelectaTargetAudience4.  DetermineBehaviorObjec3ve&

Goals5.  UnderstandYourAudience-

Par3cipatoryapproach;Exploratoryphase,Concepttes3ngphase(insight),Pre-tes3ng(andreassurance)

6.  DevelopaPosi3oningStatement7.  Developthe4Ps8.  DetermineanEvalua3onPlan9.  SetBudgetsandFindFunding10. WriteanImplementa3onPlan

Marke3ngSocialMarke3ng–Our4P’sForma3veresearch-SNREandApril2014StormwaterOutreachForumrecommenda3onsformedstrategicmarke3ngmix:Producto  Trainingsforgranteeso  TechnicalAssistanceProviderNetworko  DevelopmentoftheAuditToolPriceo  Funding-AligningRFPwiththe10StepsPlaceo  CaseStudyDatabaseo  Baysurvey.orgPromo3ono  StewardshipGoalinBayAgreemento  Onlinewebcastsandconferencesessions

Product/Service:TrainingsforGrantees

Product/Service:TechnicalAssistanceProviderNetwork

Product:TheAuditTool

Price:AligningtheRFP

Place:CaseStudyDatabase&Baysurvey.org

Promo3on:StewardshipGoaloftheBayAgreementandOnlineDissemina3on

•  TheChesapeakeBayProgramistheregionalpartnershipthatdirectsandconductstherestora3onoftheChesapeakeBayintheUS.

•  TheChesapeakeBayAgreementguidestherestora3onofthena3on’slargestestuaryanditswatershed.

•  ThenewStewardshipgoal:“Increasethenumberanddiversityoflocalci0zenstewardsandlocalgovernmentsthatac0velysupportandcarryoutconserva0onandrestora0onac0vi0esthatachievehealthylocalstreams,riversandavibrantChesapeakeBay.”

Challengeswecon3nuetoTackle

•  Misconcep3onsaboutwhatittakestochangebehavioro  Informa3onIntensiveo  EconomicSelf-Interesto  ‘TheCultureofDoing’

•  Misconcep3onsaboutsocialmarke3ngasasilverbulletframework

•  Informedbehaviorselec3on•  Contractualavailabilityofsocialmarketers•  Discomfortwithforma3veresearch

BehaviorChangeCampaigns•  Raingardens•  Stormdrainmaintenance•  Treeplan3ngandtreemaintenance

•  Sep3cupgrades•  Fats,oils,andgrease•  Rainbarrelinstalla3on,maintenance,use

•  De-marke3ngfer3lizerandliDering

•  Petwastepick-up