Public EducationPublic Education

Presentation 4:Presentation 4:The Composting ToolkitThe Composting Toolkit

Funded by the Indiana Funded by the Indiana Department of Department of Environmental Environmental Management Recycling Management Recycling Grants ProgramGrants Program

Developed by the Indiana Developed by the Indiana Rural Community Rural Community Assistance Program - Assistance Program - RCAPRCAP

IntroductionIntroduction

Education is a critical component of any Education is a critical component of any community composting program. A community composting program. A successful education program can often be the successful education program can often be the difference between success and failure in a difference between success and failure in a community. community.

Identifying and KnowingIdentifying and KnowingYour AudienceYour Audience

Who are the key players?Who are the key players? Local Elected Officials: Local Elected Officials: Who must allocate funds Who must allocate funds

for the program.for the program. The Media:The Media: Who must see your story as Who must see your story as

“newsworthy” to cover it.“newsworthy” to cover it. The General Public:The General Public: Who require specific Who require specific

information and need to be informed as to why information and need to be informed as to why they should participate.they should participate.

Know Your BusinessKnow Your Business

It is absolutely essential for a program planner to It is absolutely essential for a program planner to know and understand the program they are working know and understand the program they are working to implement.to implement.

Both the advantages and disadvantages need to be Both the advantages and disadvantages need to be presented.presented.

Avoiding the disadvantages allows your audience to Avoiding the disadvantages allows your audience to draw up a list of their own and does not allow you an draw up a list of their own and does not allow you an opportunity to rebut them.opportunity to rebut them.

Always present in a clear and understandable format.Always present in a clear and understandable format.

Establish Program ValueEstablish Program Value

For a program to succeed all the players—the For a program to succeed all the players—the elected officials, the media, and the general elected officials, the media, and the general public—must see value in the program.public—must see value in the program.

Using generalized environmental benefits will Using generalized environmental benefits will not provide the necessary incentive to most not provide the necessary incentive to most individuals. individuals. (“It’s good for the earth!”)(“It’s good for the earth!”)

Personalize the benefit! Personalize the benefit! (“It will save you (“It will save you money and provide you great soil in your money and provide you great soil in your garden!”)garden!”)

Adding A CommitmentAdding A Commitment

Formulate a clear and concise “commitment” into the Formulate a clear and concise “commitment” into the education program.education program.

Ask individuals to sign on to (in writing) this Ask individuals to sign on to (in writing) this commitment. Preferably publicly!commitment. Preferably publicly!

Why does seeking a commitment work?Why does seeking a commitment work? When people When people make a commitment their personal perception make a commitment their personal perception changes. They want to be the person who made the changes. They want to be the person who made the commitment. Humans also like to “belong” and a commitment. Humans also like to “belong” and a commitment gives a feeling of being a part of a larger commitment gives a feeling of being a part of a larger cause.cause.

Community-based Social MarketingCommunity-based Social Marketing

Adding a “commitment” to the program is a Adding a “commitment” to the program is a cornerstone of the concept of “community-cornerstone of the concept of “community-based social marketing.” This psychology based social marketing.” This psychology approach to marketing has been shown to approach to marketing has been shown to statistically increase the likelihood of statistically increase the likelihood of participation participation

Five StepsFive Steps

The five steps of a successful community-The five steps of a successful community-based social marketing campaign are:based social marketing campaign are: Identifying and breaking barriersIdentifying and breaking barriers Utilizing “commitment tools” to effectively Utilizing “commitment tools” to effectively

change behaviorchange behavior Piloting the strategyPiloting the strategy Implementing your strategy across the community Implementing your strategy across the community

as a wholeas a whole Evaluating the strategyEvaluating the strategy

Breaking BarriersBreaking Barriers

Lack of Knowledge:Lack of Knowledge: Those who are less Those who are less knowledgeable about a program tend to be less likely knowledgeable about a program tend to be less likely to participate.to participate.

Lack of Convenience:Lack of Convenience: Anytime a program can be Anytime a program can be simplified in one way or another it is likely to simplified in one way or another it is likely to increase participation. Another key, however, is re-increase participation. Another key, however, is re-educating the public to the change.educating the public to the change.

Lack of Motivation:Lack of Motivation: Use the pledge as a way to Use the pledge as a way to motivate participation and combat laziness.motivate participation and combat laziness.

Convincing People they are Making a Difference:Convincing People they are Making a Difference: A A belief that one is “making a difference” has been belief that one is “making a difference” has been directly tied to increased participation rates.directly tied to increased participation rates.

Utilizing Commitment ToolsUtilizing Commitment Tools

We use commitment tools within the We use commitment tools within the education program for two primary education program for two primary reasons:reasons: When the people commits to the request When the people commits to the request

they become more willing to carry through they become more willing to carry through on the commitment.on the commitment.

Because of a strong desire to be consistent Because of a strong desire to be consistent with others, people react to the public nature with others, people react to the public nature of a commitment.of a commitment.

Utilizing Commitment ToolsUtilizing Commitment Tools Remember the key components of any commitment tool Remember the key components of any commitment tool

utilized:utilized: Written over verbalWritten over verbal Make the commitment a public commitment (seek the commitment in Make the commitment a public commitment (seek the commitment in

groups, publish them in the paper, announce on the radio, etc.)groups, publish them in the paper, announce on the radio, etc.) Make the commitment clear, concise, and simpleMake the commitment clear, concise, and simple Actively involve the person in the commitmentActively involve the person in the commitment Make the commitment clearly measurable (this will help you in Make the commitment clearly measurable (this will help you in

evaluation)evaluation) Frame the commitment in a way that it allows the person to view Frame the commitment in a way that it allows the person to view

themselves as environmentally aware and environmentally concerned themselves as environmentally aware and environmentally concerned The last key component of commitment tools: The last key component of commitment tools: don’t use don’t use

coercion.coercion. In order to change behaviors effectively the In order to change behaviors effectively the commitment must be free and voluntary. commitment must be free and voluntary.

PromptsPrompts

Once a commitment has been made help the Once a commitment has been made help the individual by providing “prompts.” Basic human individual by providing “prompts.” Basic human nature is to forget things. Prompts will help the nature is to forget things. Prompts will help the person to be reminded of their commitment. Some person to be reminded of their commitment. Some key components of a successful prompt include:key components of a successful prompt include: Make the prompt noticeableMake the prompt noticeable Make the prompt self-explanatoryMake the prompt self-explanatory Present the prompt in as close proximity as possible to Present the prompt in as close proximity as possible to

where the action is to be takenwhere the action is to be taken Use the prompts to encourage people to engage in positive Use the prompts to encourage people to engage in positive

behaviors.behaviors.

IncentivesIncentives

The final step in the development of your The final step in the development of your commitment tools is, whenever possible, create commitment tools is, whenever possible, create incentive mechanisms for the individuals. Incentives incentive mechanisms for the individuals. Incentives have been shown to have a substantial impact on have been shown to have a substantial impact on behavior. Some key components of a successful behavior. Some key components of a successful incentive include:incentive include: Closely pair the incentive and the behaviorClosely pair the incentive and the behavior Use the incentive to reward the positive behaviorUse the incentive to reward the positive behavior Make the incentive visibleMake the incentive visible Carefully consider the size and type of incentive (non-Carefully consider the size and type of incentive (non-

monetary are best) monetary are best)

Pilot Your StrategyPilot Your Strategy

Implementing a pilot prior to full Implementing a pilot prior to full implementation of a program will also for the implementation of a program will also for the working out of kinks. If your pilot is not working out of kinks. If your pilot is not successful in altering behavior, revise your successful in altering behavior, revise your strategy and pilot it again. When your pilot strategy and pilot it again. When your pilot has effectively changed behavior you are has effectively changed behavior you are ready to implement your strategy across the ready to implement your strategy across the community as a whole. community as a whole.

Presenting the MessagePresenting the Message

Once the message has been developed to your Once the message has been developed to your pilot audience, it can now be distributed in the pilot audience, it can now be distributed in the ways you discovered to be most successful in ways you discovered to be most successful in the pilot release. the pilot release.

Evaluating Educational EffortsEvaluating Educational Efforts

The last step is always an evaluation. Evaluations are The last step is always an evaluation. Evaluations are key to improving your educational efforts over time.key to improving your educational efforts over time.

What worked? What did not work? Why?What worked? What did not work? Why? Direct contact (surveys, door-to-door, etc.) can be one Direct contact (surveys, door-to-door, etc.) can be one

approachapproach Another is looking at the measurable outcomes of the Another is looking at the measurable outcomes of the

programprogram In any case, discover what works and build on that In any case, discover what works and build on that

success.success.

QUESTIONS?QUESTIONS?

Thank You!Thank You!

Additional Questions, Comments, or You Additional Questions, Comments, or You Think You Have A Potential Pilot CommunityThink You Have A Potential Pilot Community Please Feel Free to Contact Me:Please Feel Free to Contact Me:

Mark W. DavisMark W. Davis

Technical Assistance ProviderTechnical Assistance Provider

Rural Community Assistance ProgramRural Community Assistance Program

Office: 1-800-382-9895Office: 1-800-382-9895

Wireless: (812) 320-0720Wireless: (812) 320-0720

E-mail: mdavis@incap.orgE-mail: mdavis@incap.org