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July 31-1030-Elizabeth Lillard

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2019 SWCS International Annual Conference
July 28-31, 2019
Pittsburgh, Pennsylvania

Publicado en: Medio ambiente
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July 31-1030-Elizabeth Lillard

  1. 1. Cost Effective Water Treatment - Connecting Utilities and Farmers Elizabeth Lillard Jess Espenshade
  2. 2. Urban-Rural Connection - Why engage with utilities? • Legal obligation to reduce nutrient pollution • Already huge investors in nutrient pollution • Facing significant challenges
  3. 3. Connecting Farmers and Water Utilities • Opportunity for long term funding • Cost saving for water utilities • Huge environmental and public health benefit
  4. 4. • Very different stakeholder groups • Need support and facilitation to build trusting relationship • Education on both sides Connecting Farmers and Water Utilities
  5. 5. Toledo Water Crisis - 2014
  6. 6. Des Moines Water Works Lawsuit
  7. 7. Strategies for more Effective Engagement 1. Without why, there is no what 2. Highlight the emotional value 3. Solve problems 4. Use stories 5. Speak in their terms 6. Don’t mess up the disclaimer 7. Provide clear action steps
  8. 8. 1. Without the Why, There is No What • Need to answer: What is the motivation for doing this? • Motivation > Fear of Change • Learn your audience’s motivation
  9. 9. 2. Highlight the Emotional Value • People relate to emotions better than facts • Contentment • Stress • Legacy • Regret • Examples of key phrases: • “I just don’t worry as much about the weather.” • “I regret not doing this sooner. I have missed out on years of benefits.”
  10. 10. 3. Focus on Solving Existing Problems • General benefits not the same as solving problems • Existing problems have more traction than potential benefits • Solving problems=Avoiding risk
  11. 11. 4. Use Stories • Easy to remember • Emotional connection
  12. 12. 5. Speak Their Language, Not Yours Words to Avoid: Use: • “This is what we do.” • “A key part of (weed, risk, nutrient) management. • Common • Straight forward • Innovative • New • Trial and error • Learning curve • Every farm is different • Experiment
  13. 13. 6. The Disclaimer • We do not want to oversell. • So we often get this: • “Cover crops are an innovative new practice. You will have some failures, but overall you will be better off.”
  14. 14. 6. The Disclaimer • We can avoid overselling without scaring them off: • “This isn’t a guarantee, but what in farming is? Compared to the risks of not farming with cover crops or no till, I’ll take this any day.”
  15. 15. 7. Be Clear on the Steps • Don’t assume they know the basics. • Provide details on the 3-5 decisions/steps: • Use a calendar/timetable • Complication leads to procrastination or avoidance • Replace w/ clarity and simplicity
  16. 16. Recap: 1. Without why, there is no what 2. Highlight the emotional value 3. Solve problems 4. Use stories 5. Speak in their terms 6. Don’t mess up the disclaimer 7. Provide clear action steps
  17. 17. Questions and Discussion

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