nepa blogcon 2014: session 7 - suzanne kelly, the lands at hillside farms
TRANSCRIPT
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?
