Making Eye Contact with Millions

Suzanne Kelly

The Lands at Hillside Farms

October 11, 2014

Hillside FarmsBrief History

How we bought the farm …

… why it matters

Non profit formed in 2005

• Entered into lease/purchase agreement with ConynghamFamily

• Five years to raise “fair market value” or $4.2 million

Why?

• Form an educational farm that also teaches a more sustainable way of life

• Halt further development

• Preserve land

Note:

Sustainable means, “so those born 200 years from now will have access to the

same, or better, resources and opportunities.”

Land Family Health Nutrition Commerce Spirituality

There was a condition:

If money not raised by 2010 land, improvements to buildings, livestock,

etc. would revert back to family.

4Q 2009

Purchased 412-acre farm for $4.2 million

Raised half – mortgaged half

4Q 2009

• Purchased farm/contents for $4.2 million

• Raised half /mortgaged half

We also inherited a $900,000 operating deficit

So, the objective was:

Stop the financial bleeding

Reach & Teach (mission)

Raise “realistic” (yet massive) funds

Improve physical plant (structures)

No marketing/advertising budget

We needed:

CreativeFar-reaching

TargetedFree

2009: 700 “passive”

2014: 13,860+ “engaged”

All “likes” are organicDo not advertise or boost posts

Insights

Recognize and Respond to Criticism & Concerns

Other Examples:Good

Not so good

Why?

FinallyFarming

MotherhoodISIS

Questions?

Thank you.

Suzanne@kellygreenllc.com

Suzanne@hillsidefarms.org

570-592-4324