Enabling Regional Behaviour Change Strategies

Year 2008
Leader Baker Creek Enhancement Society
Salmon River Watershed Society
Langley Environmental Partners Society
Project type Engagement
FSWP funding source Living Rivers
ID number FSWP08 LR176

Location: basin wide

Project Summary

A brochure is available here describing this project and its workshops.

An approach to change

Social marketing, the application of commercial marketing techniques to promote social benefit, is an approach to behaviour change with great potential to further the FSWP mission. The type of thinking that is used to identify a strategic market segment and interest them in a product or service can also be used to market a specific change in behaviour to a strategic target group. If successful, environmental damage that might otherwise require restoration can be avoided.

 

Enabling social marketing to benefit Fraser salmon and watersheds

LR176 is an initiative to enable social marketing efforts that will inspire human behaviour change for the benefit of Fraser salmon and watersheds. Three coordinated efforts are underway in the Upper, Middle and Lower Fraser regions, each of which will:

  • define a collaborative regional strategy for priority behaviour change,
  • build capacity of regional partners in social marketing,
  • initiate projects that implement the regional strategy,
  • build the fund raising capacity of groups that want to undertake such projects, and
  • contribute to a cross-region working group for strategic thinking and collaboration on identifying and promoting behaviour change.

A key activity in this initiative are two workshops held in each region: a one-day strategy clinic and a one-day fund raising training. See schedule below.

Projects that arise from a strategy clinic may submit a concept proposal for 2009 FSWP funding directly to tstubbs (at) psf.ca with a special deadline of two weeks after the clinic.

 

Regional strategies for behaviour change

In each of the three regions, a regional consultant is collaborating with regional partners on an initial strategy that will:

  • identify high priority behaviour changes for the region, and
  • plan to market those behaviour changes to key audiences. 

The strategy will be an organizing tool for an array of projects (new and renewed), and the strategy will evolve and adapt as the projects move forward. These strategies are underway via efforts centered in Quesnel, Kamloops and Langley.

 

Workshop logistics

The Strategy Clinic and Fundraising Training are full day workshops offered on consecutive days. Participants may register for either or both workshops via the contact listed. See descriptions below.

Participation and workshop materials are free.
Travel grants are available for participants that do not have travel funds.

Quesnel
serving Upper Fraser & Cariboo-Chilcotin
held at Sandman Hotel; 940 Chew Avenue
Strategy Clinic on Wed October 15, 8:30am - 4:30pm
Fundraising Training on Thu October 16, 8:30am - 4:30pm
 
Contact Tracy Bond, Baker Creek Enhancement Society
250.992.2295 / tbond (at) quesnelbc.com
 
Kamloops
serving Thompson & Fraser Valley
held at Thompson River University, Panorama Room
Strategy Clinic on Tue November 4, 8:30am - 4:30pm
Fundraising Training on Wed November 5, 8:30am - 4:30pm
 
Contact Mike Wallis, Salmon River Watershed Society
250.573.7838 / mikewallis (at) hughes.net
 
Langley
serving Greater Vancouver &  Fraser Valley
held at Fire Hall #6; 22170 - 50 Avenue
Strategy Clinic on Thu November 6, 8:30am - 4:30pm
Fundraising Training on Fri November 7, 8:30am - 4:30pm
 
Contact Sarah Atherton, Langley Environmental Partners Society
604.532.3513 / satherton (at) tol.bc.ca
 

Strategy Clinic

Purpose

  • help define a regional strategy that will address behaviour change priorities, and
  • build capacity of local groups in social marketing

Content
Concepts, tools and advice will be offered to coach participants in how to address a behaviour change priority (for example,reduced pesticide use) through marketing a specific action to a specific group via a crafted message (for example, home owners’ use of naturalized lawn care). Discussion will focus on the regional issues and priorities that are identified in advance of the clinic, and participants will use the clinic to plan and collaborate on strategic projects.

Who should participate
Groups that want to explore using social marketing to change behaviour for the benefit of their watersheds

Facilitator
Jack Wilbur, Utah Department of Agriculture and Food, author of “Getting Your Feet Wet: Social Marketing Guide for Watershed Programs”

 

Fundraising Training

Purpose

  • train groups to effectively integrate fundraising activity into their operations

Content
Advice will focus on how to be a more effective fundraising organization through pursuit of a mix of sources for both core and project funding needs. A practical, hands on approach will allow participants to explore their specific needs and issues.

Who should participate
Groups active in watershed issues that seek advice in how to get and maintain funding

Facilitator
Lorna Visser, Carmanah Strategies, whose 30 years of experience includes fund raising for Sierra Legal Defense Fund, Canadian Red Cross and many other non-profits