Enabling Regional Behaviour Change Strategies
||Baker Creek Enhancement Society
Salmon River Watershed Society
Langley Environmental Partners Society
FSWP funding source
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.
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.
- 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
- 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
- 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
- help define a regional strategy that will address behaviour change priorities, and
- build capacity of local groups in social marketing
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
Jack Wilbur, Utah Department of Agriculture and Food, author of “Getting Your Feet Wet: Social Marketing Guide for Watershed Programs”
- train groups to effectively integrate fundraising activity into their operations
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
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