U.S. Fish and Wildlife Service – Office of External Affairs

Change@FWS.govKeeping Conservation Visible in the

Interconnected Age

Change@FWS.gov

Keeping Conservation Visible in the

Interconnected Age

Action Item #4 – Evaluating Climate Change Communications

• Adaptive management (as with SHC model) provides framework for evaluating effectiveness of communications.

• OSA providing $60K for development of study plan-design and evaluation of climate change communications.

• In FY2011, the programs will support an agency-wide evaluation of FWS communication effectiveness at all levels of the organization.

• Effort will draw on results achieved through Action Item #4 -- Evaluating Climate Change Communications

Action Item #7 – Assuring Communication Effectiveness

FWS Climate Change Communications Evaluation Team

• Roxanne Bogart, Migratory Birds• Donna Brewer, NCTC• David Eisenhauer, External Affairs• Sarah Gannon Nagle, NCTC• Brian Hayum, International Affairs• Kurt Johnson, Office of the Science Advisor• Seth Mott, Office of the Science Advisor• Matt Muir, International Affairs• Martha Nudel, Refuges• Laury Parramore, External Affairs, Team Lead• Rachel Penrod, International Affairs• Lilibeth Serrano, Ecological Services• Edie Thompson, Congressional Affairs• Rachel Weisel, External Affairs

Foundations of Success

Nick Salafsky

Marcia Brown

CMPThe Conservation Measures Partnership

The Open Standards for the Practice of Conservation

A Common Performance Management System for Funders and Agencies

TM

CMP The Conservation Measures Partnership:Leading Conservation Organizations

CMP Conservation Measures Partnership’s Open Standards

• Developed by leading orgs & agencies

• Draws on many fields• Open source &

common language• Used around the world• Lakes Ontario & Huron• State Wildlife Agencies• Swedish National Parks• Donor Funding Programs• Academic Training

CMP Open Standards & Strategic Habitat Conservation

≈

• Both are Adaptive Management processes

FWS CCC “Theory of Change”

FWS CC Communication Pathways

Results of Scoring of Pathways

Key Focus Areas

Key focus areas• 50-50-50 Campaign • Congressional Communications• Existing Climate Change communications

tools and materials

• LCC Coordinators• Project Leaders• National Climate Team• External Affairs Staff• Directorate• Refuge Managers• Governmental and

Nongovernmental Partners

Key Audiences

Methodologies

• Survey Monkey Surveys -- LCC Coordinators, Project Leaders, Refuge Managers, Climate Team, External Affairs Staff, Refuge Managers, Federal Government Partners

• Meltwater/Vocus/Web Analytics – 50-50-50 Campaign

• Document Review -- Congressional

• Interviews – Congressional, Nongovernmental Partners

Surveys

Congressional Communications

Edie Thompson - Lead• Review of communications

with/by members of Congress and staff

• Interviews with EA staff who work with Congress

• Interviews with current and former Hill staff

Meltwater/Vocus/Web analytics

• Working to define parameters for Meltwater/Vocus/Web analytics focusing on 50-50-50 campaign

Climate Change Communications Forum NGO Member Interviews

• Association of Fish and Wildlife Agencies• Children and Nature Network• The Conservation Fund• Defenders of Wildlife• Izaak Walton League of America• National Wildlife Federation• National Wildlife Refuge Association• Season's End • Sierra Club• The Nature Conservancy• Trust for Public Land

• Bureau of Land Management• National Park Service • NOAA• U.S. Dept. of Agriculture• U.S. Dept. of Interior• U.S. Geological Survey• U.S. Global Change Research Program

Climate Change Communications Forum Federal Government Member Survey

Next Steps

• Combine results, discuss and analyze findings

• Draft report• Develop training module

Questions?