Public Outreach Project
Final Report and Recommnedations
September 15, 1997
Introduction
The Pot of Gold
Everyone agrees outreach is critical to the success of the North American Waterfowl Management Plan (NAWMP). Everyone agrees more funding and more partners are needed. Unfortunately, when it comes to outreach, people are often looking for "the mythical pot of gold"--the one, simple technique that will result in a windfall of money and support.
In the business world, the vast majority of success stories are built on a foundation of careful research, work, and experience--applied over the long term. Although there are occasional instances of overnight successes-pet rocks and "Beanie Babies" come to mind-these are the exception not the rule. The best overall strategy is to spend the bulk of the available time and effort slogging down the road of methodical research, planning, and effort, while keeping an eye open for the next "pet rock" idea.
Reaching Beyond the Low-Hanging Fruit
Past outreach efforts have contributed significantly to the success of the NAWMP. However, just about all of the low-hanging fruit has been picked. It will require greater effort to reach ~e next layer of branches. That has been the goal of this project--to lay the foundation for expanding NAWMP partners and support.
The Need
Continuing the critical work of the NAWMP into the next century will require partners, funding, and support above and beyond the significant levels achieved in the past ten years. This need for expanded partnerships and support exists against a backdrop of declining government budgets for conservation.
Meeting the Need: NAWMP Public Outreach Project
Outreach efforts have been an integral part of NAWMP implementation since its inception in 1986. However, existing outreach efforts will not be sufficient to sustain the level of support needed to achieve· the goals of the NAWMP. The NAWMP Public Outreach Project was initiated in May 1995 by the International Association of Fish and Wildlife Agencies through a federal aid administrative funds grant by the U.S. Fish and Wildlife Service. This project was designed to assist NAWMP partners at all levels in identifying and securing additional support for the NAWMP--to expand outreach efforts, identify and recruit new markets and increase involvement from markets not currently active to their full potential.
Specifically, the goal was to provide NAWMP managers with the tools needed to:
1. Increase the number and diversity of NAWMP partners.
2. Increase the amounts and sources of financial and in-kind support.
Two-Phase Project
This project had two phases:
Year 1. Conducted market research to assess public attitudes regarding waterfowl and wetland conservation and identified potential target markets, messages, and strategies for securing additional support. Market research information was collected through a literature search, focus groups, and a telephone survey.
Year 2. Based on the results of the market research, conducted pilot projects in two joint ventures. The Joint Venture Pilot Projects were designed to take the market research and put it to work "on the ground." The Upper Mississippi/Great Lakes and Prairie Pothole joint ventures were selected as pilot projects. Information gathered in the market research was used as a foundation for assisting the pilot joint ventures in assessing, developing, implementing, and evaluating outreach efforts.
Partnership Approach
- Project administration, research, and management were accomplished through a collaborative effort among the following individuals and organizations.
- Project Coordination - Len Ugarenko/Margaret Hopkins, IAFWA
- Project Management - Rob Southwick, Southwick Associates
- Market Research - Mark Damian Duda, Responsive Management
- Outreach Strategies/Pilot Projects - Dave Case, D.J. Case and Associates See the inside back cover for contact information.