3

Develop Messages

In regenerative agriculture, we are often (justifiably) focused on the environmental outcome of the behavior change we’re striving towards. In designing outreach, though, we have to consider that the outcome that matters to us might not be the outcome that motivates a rancher to make the change we seek.

For example, we may want a rancher to implement grazing management because it helps sequester carbon or increase soil health. The rancher might see the main benefit of grazing management as increased forage or fulfilling their ambition to be known as a great steward of their land.

Additionally, nuances in wording, visuals, and tone can make a significant difference in the way it’s received. For example, we learned in step 2 that this group loves making online purchases. We used this knowledge to design outreach that creates easy access to the item of value—the grazing management plan.

Crafting messages that accelerate progress towards the achievement of the goal is an intentional process that requires aligning the insights we have about farmers and ranchers with actionable applications in our outreach design. By developing tailored and persuasive messages based on a deep understanding of the audience, we can effectively communicate the value of our regenerative agriculture practice and inspire action towards the defined goal.

What We Did

Outreach was designed to speak to traits that were predominant for ranchers in the Eastern Missouri River Watershed and Drift Prairie region, including Devil’s Lake Basin.

Have potential to act – they are curious, ready, and willing to invest in sustainable agriculture if there are demonstrable results.
Believe stewardship holds weight – they view themselves as stewards of the land and tie their reputation to their herd and natural resource health.
Understand sustainable practices – they have a strong understanding of sustainable ranching practices but are less likely to believe that these can improve their financial stability and profitability.
Have tools but not time – they have access to the equipment, labor, and capital needed to implement practice changes but see time and regulation as hurdles.

Outreach material reflects these values back to ranchers with phrases like “You know the plan. Put it on paper” and “What’s the plan? Download your free grazing management planning workbook.” These statements highlight ranchers’ knowledge and understanding of conservation agriculture and speak to their capability of taking action.

Additionally, the ease of a free workbook download saves time and appeals to their need to see value for themselves and their land. Background images of cows and aerial pasture views from North and South Dakota mirror conditions for this group of ranchers and prompt them to think of grazing strategies.

Make it Happen

Download this worksheet to craft tailored and persuasive messages. Learn how to align your outreach materials with your rancher insights.

Sample Engagement Themes

Data gathered in Step 2 should be directly reflected in your campaign imagery. Leveraging your data-driven insights in your messaging helps promote accelerated engagement.

Given the ranchers’ knowledge of sustainable practices and potential to act, this campaign either affirms the grazing management plan living in their minds or asks if they have one.

Crumpled sticky notes represent tasks the rancher has yet to complete, and cattle herds and busy truck dashboards showcase everyday conditions.