Conservation Campaign Guide
This Conservation Campaign Guide will take you through the basic steps of creating and running a political campaign to win public financing for land and water conservation.
Keep in mind, however, that there is no "one-size-fits-all" campaign. Everything from getting the measure on the ballot to educating voters depends on the nature of the election district (including its size, political landscape, different constituencies, conservation concerns and culture) and the resources of the campaign committee. Look at the case studies
to see how campaigns in different places adapted strategies to fit their communities.LAYING THE GROUNDWORK
Identify strong supporters, build political support and begin putting together a coalition. Do your homework on the legal, technical, financial and political factors that will affect the campaign. BUILDING YOUR GROUP
Organize a campaign committee; broaden your coalition; and gather supporters and volunteers.
A consistent message is critical to making sure voters have heard about your campaign, are clear on what it entails, and are compelled to vote yes.
GOAL SETTING, STRATEGY & PLANNING
Determine which voters are most likely to vote for the measure, which will oppose it, and which can be persuaded. Write out a plan and timeline for the steps needed to win the campaign.
FUNDRAISING & BUDGET
Determine how much money you will need, how to allocate it and how to raise it. This section includes fundraising tips and sample budgets, as well as information on online donations.VOTER OUTREACH
There are many different ways to get your message out, depending on your budget and the number of volunteers you have. This section details different forms of outreach, including how to get media coverage and organize a field campaign, with links to sample ads, fliers, letters to the editor, phone scripts and other materials from winning campaigns.
After reading the Conservation Campaign Guide:
Jump-start your own campaign by launching a website.
Examine case studies of past successes to see the Guide in action.
Organize your campaign with a handy checklist available for you to download.
Determine how the Conservation Campaign can assist you along the way.