• What We Do
  • Conservation Initiatives
  • Federal Programs
  • TPL Services
    • Conservation Finance
    • Conservation Transactions
    • Conservation Vision
    • Park Design & Development
  • Climate Conservation Program
  • Working With TPL

 

Dakota County, Minnesota -- Farmland and Natural Areas Program

$20 Million General Obligation Bond

Just to the south of the Twin Cities across the Mississippi River lies Dakota County, Minnesota, a rolling landscape of farms, lakes, forests and streams. In recent years, rapid growth along I-35 and I-494 has threatened long-standing farms and open spaces in both rural and more developed areas. Determined to preserve their agricultural heritage and quality of life, county leaders established the Dakota County Farmland and Natural Areas Program, a comprehensive initiative to permanently protect significant lands from development.

The program was years in the making; interested citizens and nine community and nonprofit organizations worked with the county to secure planning funds from the state and foundations, and ultimately identified 36,000 acres of natural areas and 42,000 acres of farmland for protection. Formally adopted by the County Board in early 2002, the program was funded by a vote of the electorate—in the form of a $20 million bond—in November of the same year. The Trust for Public Land has been a close advisor to the community throughout the process, helping to guide the development of the plan, the design of the measure, and the structure of the new program. TPL's lobbying affiliate, The Conservation Campaign, directly supported the campaign that won voter approval in the fall of 2002.

Polling

At the beginning of the planning phase, TPL conducted a poll in January 2000. The results of this survey revealed a high level of public concern about growth and development issues and majority support for a bond measure to raise $20 million for farmland and natural area conservation. Dakota County officials shared the polling results during the extensive public meetings, which were critical to development of the county conservation plan.

During the 1999-2001 planning project and into 2002, TPL worked with the county and committee to design a program to protect farmland and natural areas. Working cooperatively with the Minnesota League of Conservation Voters and the Friends of the Mississippi River, TPL conducted a second poll in February 2002 to more specifically evaluate public support for the program and a funding measure. This survey found voter support for a $20 million bond still holding near 50 percent. The most important finding was that a solid 63% of voters supported the measure, when informed of its benefits. The message to campaign planners was clear: an effective campaign could win.

Measure Design

Using poll results as its guide, TPL worked with county staff and the County Board to develop ballot language for the measure. This language communicated to voters the key components of the measure, including conservation benefits, costs, and fiscal safeguards.

Campaign Structure

Once the measure was referred to the ballot, TPL worked with its nonprofit partners and local leaders to form a bi-partisan citizens committee to guide the campaign. A campaign coordinator was hired to manage the day-to-day operations of the Dakota Citizens for Land and Water campaign committee, and the citizen co-chairs provided strong leadership. The campaign was structured as a part of TPL's 501(c)(4) lobbying affiliate, The Conservation Campaign (TCC). The committee developed a campaign budget with ambitious fundraising goals. TPL and TCC also contributed significant financial and staff resources to the campaign.

Campaign Strategy & Communications

Passage of the measure depended on public understanding of its many benefits—preserving land to protect water quality, open space, farmland, and natural areas while ensuring that funds are spent wisely and prudently. TPL identified its target voter universe—the undecided voters whose support would depend on persuasive campaign messages. This group of swing voters was targeted throughout the campaign using a variety of outreach and communications techniques.

The campaign focused efforts on paid media, particularly direct mail, to deliver its strongest messages. In all, nearly 200,000 pieces of direct mail were sent to likely voters. (The county's total registered voter population was roughly 200,000, about 25 percent of whom were identified as swing voters). Three separate pieces highlighted the availability of matching funds, the relatively low cost of the measure, and the measure's fiscal accountability—including mandatory annual audits and a citizens' oversight committee. The campaign also used nearly 20,000 paid persuasion telephone calls to communicate with targeted likely voters. Staff from TPL and TCC oversaw all paid media activities.

The campaign actively sought out endorsements from a variety of elected officials, candidates for public office and organizations. The campaign established a Web site that included facts about the campaign, information about campaign committee members, an opportunity to volunteer or contribute to the campaign, a news section featuring press releases and links to media coverage, and an endorsement list. A citizen committee member sent periodic e-newsletters to approximately 300 campaign supporters and contributors, alerting them to campaign events and media coverage, and providing other information about the campaign. The measure benefited from the endorsement of all major news outlets.

Roughly ten volunteer coordinators from throughout the county were instrumental in organizing a grassroots campaign that generated neighborhood support and communicated key messages. Activities included a speakers' bureau, participation in community events, lawn signs and door-knocking.

Implementation

Voters approved the measure by a 57 percent margin in November 2002, an election with a high (88 percent) turnout because of several highly visible statewide election contests. Notably, the measure won handily despite a "no new taxes" theme common in the election year. The Trust for Public Land continues its partnership with the county, working with staff, the citizens advisory committee, and the County Board to implement the measure by securing targeted farmland and natural areas.

Posted 5/2005