Engaging Non-Operator Landowners in Conservation

IASWCD Annual Conference

January 12, 2015

Tony Bailey

State Conservation Agronomist

Overview

• Why is this important?

• Absentee / non-operator landowners (NOLs) – who are they?

• Survey says?

• Outreach strategies

2

Conservation of Resources for…

Food

Fiber

Forest Forage

Fuel

• Achieving soil health through a Conservation Cropping System:

• A Quality No-till System

• Prescribed Cover Crops

• Adapted Nutrient Management

• Integrated Pest & Weed Management

• Diverse Crop Rotation

• Strategic Buffers

• Precision Ag

How is ICP Making Soil Health a Priority?

Benefits of Soil Health…

Key indicators:

• INCREASING organic matter

• IMPROVING aggregate stability

• INCREASING water infiltration

• INCREASING water holding capacity

• IMPROVING nutrient cycling

• BALANCING and DIVERSIFYING soil biology

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Benefits of Soil Health for…

Farmer and Society:

• Decreases soil erosion

• Increases infiltration

• Reduces runoff

• Maintains & improves surface water quality

• Increases nutrient use efficiency

• Reduces flooding

• Reduces fuel use

• Promotes/improves soil biology

• Maintain / improve productivity

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Who was/is the Primary Target Audience of Soil Health Messages?

Staff

&

Farmers

LDP Project - Absentee landowners: Communication campaign for soil health?

• Audience – Retired farmers – Women/wives – Children (inheritance) – Land investors

• Direct mailings – SWCDs – FSA newsletters

• Land managers • Outreach through NGO/NFPs

– TNC, Audubon, local land trusts

The % of Ag Land Rented or Leased USDA – NASS Ag Census

Indiana 2012 = 53% …can we afford to work with just ½ the population on water quality issues? (Agren 2013)

% of land in farms rented or leased: 2012

USDA, NASS – Ag Census Web Map

Landlords

• About 65% > 60 years old.

• Most not actively engaged in farming.

• > ½ live within 25 miles of the rented acreage.

• Women are a significant factor…

– While 31% are men…

– 40% are women and,

– 29% are jointly owned (F/M) (OSU FR-0004-01)

The Center for Absentee Landowners

• Conducted a survey in spring of 2007.

• Surveyed absentee landowners in four Great Lakes Basin counties (data represents results from Manitowoc County, WI, only).

• Absentee landowners were surveyed about their knowledge of and interest in conservation programs and practices.

• Survey results clearly show that absentee landowners provide a significant outreach opportunity for natural resources agencies.

Top 10 Reasons Why You Should Market Conservation to Absentee Landowners

10. 70% of absentee landowners have at least some college education.

9. Absentee landowners typically have little, if any, agricultural background.

8. Absentee landowners have a very low enrollment rate in state & federal conservation programs.

7. Absentee landowners indicated that recreation or wildlife influenced their decision-making a great deal.

Top 10 Reasons…to Market Conservation to Absentee Landowners

6. A majority of absentee landowners indicated they rented their land to a local farmer instead of a family member or friend.

5. Most absentee landowners indicated they would feel comfortable encouraging their operator to use certain conservation practices.

4. Absentee landowners prefer to receive information by mail or through one-on-one contacts.

Top 10 Reasons…to Market Conservation to Absentee Landowners

3. Absentee landowners have very little knowledge about conservation agencies.

2. A majority of absentee landowners do not rely on their land as an important source of income.

1. Absentee landowners indicate that wildlife, soil & water are their Top 3 topics of interest related to their land.

Engaging Absentee Landowner’s in Conservation

• The Center for Absentee Landowners

• Publication

– Marketing quiz and answers

– How to engage absentee landowners…

• What they learned…

• Do’s and Don’ts

Engaging Absentee Landowner’s in Conservation

#1 Define and analyze your target audience. (50% of the total outreach time) #2 Tailor the message to your audience. #3 Acknowledge and overcome barriers. (complicated Programs/paperwork/sign-ups) #4 Make a single, compelling offer and specific call to action. (offer/consultation/discuss/reserve) #5 Keep language simple. (avoid jargon / don’t use acronyms)

Engaging Absentee Landowner’s in Conservation

Desire

Interest

Awareness

#6 Build from awareness to action.

Engaging Absentee Landowner’s in Conservation

#7 Repeat your message many times with multiple media. (selling conservation)

#8 Create a consistent brand.

(confusion with multiple agencies)

#9 Establish yourself as a trusted expert.

(MI = endorsement letter)

#10 Nurture relationships through excellent customer service.

(MI = landowner advocate)

Outreach Strategies

• Increased Field Office workload concerns

– New / different clientele

– One more thing to do???

• Workload assistance

– Update / improve website(s) – NRCS & other

– Improve existing and develop new publications

– Meetings vs. one-on-one appointments (SWCD & other assistance)

– Do these items prior to any outreach campaign!

Outreach Preparations

• NRCS added “Landowners” webpage… (Topics > > People > > Landowners).

Additional Preparations • Indiana Guide (ICP) “Finding Answers to Your

Natural Resources Questions” publication…aka “Who You Gonna’ Call for Conservation?”

Additional (cont.) • Indiana Guide (ICP) “Finding Answers to Your

Natural Resources Questions” publication…aka “Who You Gonna’ Call for Conservation?”

Additional (cont.) • Indiana Guide (ICP) “Finding Answers to Your

Natural Resources Questions” publication…aka “Who You Gonna’ Call for Conservation?”

Non-Operator Landowners (NOLs)

• National Soil Health Communications Team

– Starting in 2013, acknowledged NOLs as a key audience to target and accelerated outreach efforts.

– Developed National Outreach Strategy (9 page) including direct mail and other publications.

Outreach

• National SH Communications Team.

• Non-Operator direct mail pilot:

– Bear Grass Creek (Upper Eel) watershed

– Ell Creek (Patoka) watershed

• Postcards (w/ different messages) mailed over several months.

• Purpose: to help NOLs learn about SH and take action with their tenants.

Women Caring for the Land

• American Farmland Trust (AFT), Mike Baise

• “Women’s Learning Circles” CIG trial

– Hendricks and Howard Counties (2013)

– Hendricks, Boone and Clinton (2014)

– Plans for 2015 as well.

• Curriculum Manual

Protect Your Land, Your Soil, Your Investment, Your Family - Factsheet

Protect…-Factsheet (cont.)

Reaching Out to Women Farmers

Reaching Out to Women Farmers (cont.)

Participate in Existing Conferences

• Women in Ag Conference (PU)

– Audience

– Jane Hardisty spoke about Soil Health at the 2014 Conference

• Continue / improve ICP involvement:

– Employee attendance

– Exhibit (wo-manned)

– Suggest topics (yearly - August)

– Offer speaker(s)

• Technical, Soil Health, Planning, Programs…

Land Leases/Rental Agreements

• Farm Leases (SH & Conservation) – Sustainable Farm Leases, Drake U & Leopold Center

• Landowner’s Toolbox

• The Landowner’s Guide to Sustainable Farming

– Center for Absentee Landowners • Leasing Checklist

• Leasing Fact Sheet

– Other materials from Purdue University, OSU, ISU

– Need to make sure to include items such as: • Controlling erosion and maintaining/increasing SOM

• Conservation Cropping Systems

• etc.

Land Leases/Rental Agreements

• Farm Leases (SH & Conservation):

– Land Lease Team, Purdue University

Include items such as: • Conservation

• Soil Health messages

…in new / revised publications & presentations.

– NRCS-IN website includes information on conservation leases.

Future Challenges & Follow-up • Outreach strategy

– Continue to upgrade websites & publications – Prepare communications

• Mass mailings • General press releases • Focused articles/letters to the editor (TNC/Audubon/etc)

• Coordinate State efforts with National NOL Outreach

• Expansion of Women’s Learning Circles • Purdue Land Lease Team & other sources • Attend existing conferences (attend/booths) • Inform lenders and land managers

Acknowledgements

• Agren Inc.

http://www.agreninc.com/index.php

• Center for Absentee Landowners (??)