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May 16, 2013

Who We Are

Keep America Beautiful is the nation’s leading nonprofit that brings people together to build and sustain vibrant communities.

– With our strong affiliate and partnership network, including state recycling organizations, we engage millions of volunteers who take action in their communities through programs that deliver positive and lasting impact

– We offer solutions that:● Create clean, beautiful public places● Reduce waste and increase recycling● Inspire generations of environmental stewards● Generate positive impact on the local economy

– We work to create communities that are socially connected, environmentally healthy and economically sound

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Our Mission, Our Beliefs

Our MissionEngaging individuals to take greater responsibility for improving their community’s environment

 Our BeliefsWe believe… • people and places are profoundly

interconnected• thriving communities are rooted in individual

responsibility and action• lasting change happens when people work

together

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Our Strong Network with a Shared Purpose

KAB State & Local Affiliates (including Hawaii)States With Local Affiliates Only States With Participating Organizations (including Alaska)

• 1,200 affiliates and partners

• Partnerships with nearly 30 state recycling organizations

• 7 million volunteers

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Building and Sustaining Vibrant Communities

CommunityCleanups

ReduceReuse

Recycle

Disaster Restoration

Urban Renewal

Public Service Announcements

Environmental Literacy

Cigarette Litter

Prevention

Public Space Recycling

Community Education

WaterCleanups

Preservation Initiatives

Youth Engagement

Conservation Initiatives

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Tailgate Recycling

Urban Forestry

Recycling Symposiums

Community Greening

State Fairs Recycling

VolunteerOpportunities

Organics Collection/Composting

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Our Goal: Increase Recycling Participation

Environmental Behavior Change Strategies

● Competition● RecycleMania● Recycle-Bowl

● Commitment● America Recycles Day

● Removing Barriers● Public Space Recycling

● Communication● Ad Council Campaign

Competition Research and Strategies

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Research: A literature review recommended how to use feedback, prompts, positive emotional states, extrinsic motivation and social norms.

RecycleMania Strategies: • Feedback (weekly)• Prompts (posters)• Positive emotional states• Norms

Recycle-Bowl Strategies: • Feedback (once at end)• Prompts (poster)• Positive emotional states• Extrinsic motivation (registration and

reporting incentives and awards/prizes)

RecycleMania Metrics and Impact

Collegiate recycling competition to raise awareness and change behavior

Performance Metrics: (2012)• 602 colleges registered• 6.2 million students and staff reached• 94.4 million pounds recycled

Impact: (2012)• Increased recycling rates for the second half

of the competition over the first half • 16% saw a significant increase in recycling

during the competition• 24% received additional resources due to

participation in RecycleMania.

*KAB partners with RecycleMania Inc. to manage and grow the program

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Recycle-Bowl Metrics and Impact

K-12 in-school recycling competition to raise awareness and change behavior

Performance Metrics: (2012) • 1577 schools registered• over 900,000 students reached• 4.5 million pounds collected• 80% had a hauling partner

Impact: (2012)• 3% use competition to start a recycling

program• 55% saw an increase in recycling participation

during competition• Participation in competition increases

recycling 10% more than non-competing schools

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Commitment Research and Strategies

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Research: A literature review recommended pledge language be specific, build a private pledge that can be made visible to others and which medium to use

Strategies: • Norm Messaging• Commitment• Communication

America Recycles Day Metrics and Impact

Annual awareness and activation initiative

Performance Metrics: (2012)• Presidential proclamation that sparked

national mentions on two late-night talk shows

• Participants increased to 2.1+MM• 95,000 pledges taken (45,000 on-line

and 50,000 at recycling events)

Impact: (2012)• To be determined• Sending monthly tips to 45,000 on-line

pledgees. Will conduct follow up survey in after pledgees receive 6 months of tips

• Also creating a Recycling@Work pledge for fall 2013

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Barrier Removal Research and Strategies

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Research: According to KAB’s research conducted in 2009, only 12% of the 130 public spaces within the study’s sample had recycling bins.

How many bins does a program need? The NC DENR asked this question of state fair goers in 2010. • 41% of survey respondents said they would hold on to

the recyclable indefinitely until they got home or found a bin. • 37% said they would pass 1-3 trash cans before

throwing away the recyclable• 18% said they would pass 4-6 trash cans before

throwing the recyclable away

Strategy: Decrease convenience barrier through recycling bin grants

Recycling Bin Infrastructure Metrics and Impact

Objective: Make recycling available to everyone, everywhere, everyday.

Performance Metrics: (Since 2009)• Received 3,730 applications for bins (around 10%

funded annually)• Placed 132,014 recycling bins at:

– 26,467 in public spaces – 110,586 residential recycling and college

dorm rooms– 7,793 in public spaces at college and

universities• Total Bin Value over $3.3 million dollars

Impact: To be determined. Currently conducting: • Historical bin grant survey • Recycling bin design and decal research • A mobile app that will help map public space

recycling bins13

National Ad Campaign Communication Strategy

Research: Holding participation back:•Lack of access or inconvenience•Lack of awareness and understanding•Lack of motivation•Unemotional Brand - The recycling brand feels “old school”

and needs to be modernized

Strategies:•Reinvigorate the recycling “brand” •Generate awareness and understanding of how, where and

what to recycle•Mobilize individual ownership and emotional connection •Develop a long-term digital platform where people are

empowered to take action •Transform recycling into a daily social norm

Communication Metrics and Impact

Performance metric and impact plans• Receive pre-, during- and post campaign recycling data from local governments• Identify 10-20 laboratory communities to follow research methodology• Document and share learning's with the recycling community  Next steps• Summer: Working with new staff and academic partner on methodology, Local

government follow up to receive baseline data• Fall: Receive first quarterly data report from local governments, Confirm no changes

Exposure Awareness Engagement Impact

• Donated media• PR exposure

(Online & Offline)

• Tracking survey• Tracking survey• Website analytics &

social media metrics• Online audits

• Tracking survey• Anecdotal• Stats collected by

third parties

Key Insight - Give your garbage another life.

Get involved

• Recycle-Bowl – Registration opens this summer –Your community

could be the next national winner• ARD

– Event registration opens this summer but you can take the pledge year round. Help promote the Recycling At Work pledge to area businesses

• Bin Grant – Look for new bin grant opportunities in 2014

• Ad Council– Be a laboratory community. Help us track behavior

change using your monthly data.17

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For more info contact: kdennings@kab.org

Indiana State Report

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  2011 2012RECYCLING EVENTS/COMPETITIONS    # ARD events 24 45# of communities receiving collateral 18 20RecycleMania participants (colleges & universities)

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Recycle-Bowl participants (K-12 schools) 46 45     GRANTS    # of Coke grant applications 13 25# of Coke grant awards 1 1# of Coke bins awarded 10 6Estimated total Coke bin value $320 $540     # of A-B grant applications 8 N/A# of A-B grant recipients 5 N/A# of A-B bins awarded 193 N/AEstimated total A-B bin value $6,755 N/A     # of Coke College grant applications   4# of Coke College grant awards N/A 2# of Coke College bins awarded N/A 355Estimated total Coke College bin value N/A $5,036     # of Alcoa grant awards   4# of Alcoa bins awarded   370Estimated total Alcoa bin value   $30,850