ACES/Ecosystem Markets/

ESP

December 12, 2012

Testing Innovative Conservation

Finance: a Tale of Two

Watersheds

Mary Snieckus

American Forest Foundation

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The water we drink may be our most important connection to the forest – Trust for Public Lands

Source: Forest Owners of the U.S., 2006. B. Butler, 2008.

Watersheds providing water supply by % of all forests in watershed

Source: USDA Forest Service: Forests to Faucets, 2010

Watersheds providing water supply by % of protected forests

Source: USDA Forest Service: Forests to Faucets, 2010

Watersheds providing drinking water supply ranked by % of private forests

Source: Forests to Faucets: USDA Forest Service, 2010

Watershed prioritization based on threat

assessment

Project info and objectives

• Set priorities for protection of forests by watersheds; project developed with partners.

• Funded by NRCS in 2009 by a CIG. Objectives:

• Pilot innovative ecosystem services/conservation incentive opportunities

• Create partnership to focus on the link between forests, forest management and water quality

• Increase the number of acres protected and/or managed for water quality protection using BMPs

Landscape auction lessons learned

1. Landowner interest: 11 of 13 landowners contacted developed projects with 6 months lead time

2. Partnerships with other organizations led to their projects in auction

3. Media interest: first of its kind in the US.

4. Auction items that were reasonably priced and had a compelling story or clear linkage to watershed health sold.

5. Many types of projects sold: $25-$7200; some local groups got together ahead of time to purchase items.

6. Need staff to develop projects

7. Need anchor buyers

Clean Water Future Fund Accomplishments and Lessons Learned

1. Names matter: Threshold Marketplace vs CWF

2. Since March 2012, $38,000 has been raised to fund 9 projects; 2.5% donation rate

3. Partnerships with project developers critical

4. Marketing projects is key – find link with buyers and why they should care BEFORE listing project

5. Avoid competing with existing organizations for $

6. Email isn’t as effective as facebook

7. Titles need to be snappy and short: “Controlling invasive species” vs “Nip invasives in the bud”

Clear Water Carbon Fund Accomplishments and Lessons Learned

1. Sold 945 trees from CWCF website since fall 2011. Over 40 years these 945 trees will remove approximately 536,000 pounds of carbon from the atmosphere

2. Planted approximately 3 acres of riparian zones (1 in the White River and 2 in the Crooked River)

3. The “trees as gifts” program for the 2011 holidays sold approx 340 trees

4. Initiated corporate support for CWCF – trees as employee gifts, for Earth Day, matched employee giving, and 1% for the planet partnership.

5. Partnerships and marketing with project developers critical

Project Lessons Learned

1. Start with demand: big enough and long enough

2. Partnerships with capable project developers critical

3. Marketing to develop partners and projects is a key aspect, particularly in rural areas with less people; considerable capacity and effort is required to get the message out about new approaches and get beyond “usual” conservation donors.

4. Online aspect of programs is likely to allow for participation of donors from a broader geographic region – and may take more time to build the relationship

5. Information gaps: VLS study, beneficiary study, CPI, Cost-benefit analysis of forest management practices that protect water quality, PES guide, marketing campaign results, Green vs Gray Infrastructure publication

Thank you.

Questions?

msnieckus@forestfoundation.org