Keep Virginia Beautiful

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Keep Virginia Beautiful Mission Exploration
Session 4 January 29, 2009 Richmond, VA
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Contents
Keep Virginia Beautiful Mission Exploration
Session 4 January 29, 2009 Rev 2.0 Page 2
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Participants
Keep Virginia Beautiful Mission Exploration
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Chamber of Stewardship
John Deuel welcomed us to our fourth and final
mission exploration session with thoughts on the
challenges and opportunities faced by the USA,
Virginia and KVB and how these link together.
The USA Opportunities We have a new president
with a new approach to the governance of our
nation and a call to action. I sense a greater
openness to ideas and a country where a lot more
people are willing to listen. New energy is
infusing the nation. Challenges The economy,
national security, heath care, the environment
and energy all remain huge challenges that we
must face together. Virginia Opportunities We
have the opportunity to try something new as
people and organizations across the state are
listening and ready to do more. The spirit of
the possible and of cooperation is
growing. Challenges The remnants of the status
quo (weve always done it this way) are still
there. Government agencies and localities are
fiscally challenged. People and organizations
are uncertain about what will happen in these
challenging times. Virginia continues to
struggle with issues like transportation, job
security, the environment and energy.
KVB We must follow this journey outward. We can
be part of the solution to the challenges we face
as a country and a state. We can bring people,
opportunities and resources together. We are a
Chamber of Stewardship.
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212 Degrees
At 211 degrees, water is hot. At 212 degrees, it
boils. And with boiling water comes steam. And
steam can power a locomotive. One extra degree
makes all the difference. We watched this truth
unveil itself in a video by SimpleTruth. Gretchen
Pisano invited us to share how this inspired us.
We then revisited the Strategic Framework one
last time to refine and agree on the key
strategies.
Video at www.youtube.com/watch?vFpJQquzJj534
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Strategic Framework
Keep Virginia Beautiful Mission Exploration
Session 4 January 29, 2009 Rev 2.0 Page 5
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Strategic Framework 4.0
Mission To engage and unite Virginians to improve
our natural and scenic environment
WHAT
Training
Funding
Capacity Building
Partnership Collaboration
Legislative
HOW
Member Organizations
WHO
Citizens
Impact Areas ? Litter Prevention ? Waste
Reduction ? Recycling ? Education ?
Beautification
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Keep Virginia Beautiful Priority Services

• Create the KVB Communications Plan and brand,
  delivering consistent messages across sectors.
• Conduct a needs assessment of KVB members and
  stakeholders.
• Develop fact sheets and resources (funding, best
  practices, events programs) for KVB impact
  areas and disemminate through a state-of-the art
  internet presence.
• Launch a bold Strategic Marketing and
  Fundraising Plan, linking KVB to new partners.
• Build a strong working Board and Staff with sound
  organizational planning and linking all
  activities and outcomes to the KVB Mission.

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Mission
To engage and unite Virginians to improve our
natural and scenic environment
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Strategic Framework
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Strategic Framework
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Strategic Framework
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Strategic Framework
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Tactics
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Creating Tactics
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Tactics Strategy 1
For each strategy and for the two working teams
on board development and fundraising, we
generated a variety of tactics to move those
strategies forward.
Be the Statewide Voice

• Create a Communications Task Force
• Board will create a Communications Task Force
  including marketing expertise.
• Create Communications Plan
• Create communications plan Whats the plan?
• Create dissemination plan and a timeline.
• Statewide perspective needed not individual
  community.
• Create Communications Content
• Begin to develop KVB logo/brand and use it
  consistently.
• Develop the KVB calling card advocacy/awareness?
  
• Collaboratively develop fact sheets on each
  impact area.
• Create a transparent process for co-developing
  communications content.
• Co-develop communications content.
• Develop PSAs and fact sheets.
• Identify key community members for co-developing
  communications content.
• Establish committees to develop the plans and
  materials.
• Create print materials that communicate the
  brand.
• Use a focus group to test but develop the plan
  internally via a task force and experts.

• Hire Marketing Firm
• Recruit and hire marketing firm.
• Announce / Unveil KVB Board New Organization
• Announce the KVB Board and unveil the
  organization.
• Prioritize Impact Areas
• Board members will decide three major issues for
  KVB to address.
• Identify key metrics for impact areas.
• Legislative Work
• Establish a legislative policy committee.
• Get a law intern to help research legislation.
• Visible Presence on Other Boards
• Be a visible presence on other Boards.

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Tactics Strategy 2

• Provide a Framework for Improved Communication
  and Collaboration

• Recruit Hire Talent
• Recruit/hire executive director.
• Recruit/hire a web designer.
• Hire a training director to develop and implement
  training program part-time/temp.
• Recruit/hire administrative assistant.
• Establish Outreach Committee
• Establish an outreach committee for KVB.
• Create Physical Office Infrastructure
• Establish office (furnishings, computers, etc.).
• Acquire software program for reporting.
• Needs Assessment of Members
• First, do a needs assessment of your members.
• Second, prioritize needs to go for funds.
• Identify critical needs with stakeholders.
• Conduct a survey of potential members.
• Compile and analyze results of member survey.

• Use a focus group to test but develop the plan
  internally via a task force and experts.
• Begin to develop KVB logo/brand and use it
  consistently.
• Develop the KVB calling card advocacy/awareness?
  
• Internet Development
• Collect/catalogue information for website.
• Best practices
• Funding opportunities
• Directory
• Events
• Etc.
• Project plan for Internet development and launch
• Prepare Training Materials
• Prepare and gather training materials and share.
• Fact sheets co-developed on impact areas.
• Materials development and delivery, i.e., lesson
  plans, workshop programs.
• Conduct a Forum

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Tactics Strategy 3
Cultivate and Support Sustainable Programs

• Funding
• First year is all about KVB as are years two and
  three.
• Identify and prioritize funding sources for key
  impact areas.
• Develop seed money strategy and ten potential
  funders.
• KVB to reach out to groups on funding support,
  one-on-one.
• Develop and implement detailed fundraising
  strategy and plan.
• Analyze/identify performance indicators for
  reporting on impact areas.
• Develop in-kind strategy and potential grantors.
• Complete a needs assessment and prioritize
  grants/ funding.
• Gather best practices and establish own policy in
  regards to transparency and dissemination.

• Marketing
• Implement KAB marketing strategy.
• Develop marketing strategy to bring on more local
  KAB affiliates.
• Identify and disseminate select information to
  VA-KAB affiliates.
• Foster present ones and build up new VA-KAB
  affiliates (action plan).
• Advertise national KAB program and funding
  opportunities.
• Developing Partners
• Develop a public membership program.
• Meet with DEQ, DOE, DCR and VDOT to share and
  collaborate past efforts on programs.
• Year 1 conduct introductory meetings with
  potential supporters and funders.

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Tactics Strategy 4
Engage Citizens by Linking them to Volunteer
Opportunities Information Priority

• Volunteer Management Training
• Training on volunteer management training.
• Attract and engage non-traditional volunteers in
  program activities.
• Utilize Social Media Channels
• Use social media channels.
• Calendar function.
• Base function.
• Facebook.
• Word of mouth.
• Listserv.
• All other options.

• Create Volunteer Coordinators Task Force
• Form task force of volunteer coordinators of
  partners (stakeholders).
• Members Volunteer Needs Survey
• Survey the volunteer needs of member
  organizations.
• Gather (survey, website input) opportunities,
  dates.
• Review and expand our list of organizations in
  our universe.
• Build Member Profiles
• Build organizational profiles for potential KVB
  members.
• Meet with regional hands on organizations
  throughout VA.
• Create Link Web Registration for Volunteers
• Coordinate sharing of databases and calendar.
• Collect best practices in web-based registration
  procedures.
• Tap into state and/or national volunteer
  opportunities.
• Create website links to existing volunteer sites.
• Use Earth 911, for example.

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Tactics Working Teams

• Board Development
• Survey
• Refine cover letter.
• Enclose strategic framework one page picture
  of strategic framework and mission
• Distribute survey and follow-up.
• Share survey with committee.
• Review surveys and agree on A List.
• Send letters of invitation to potential board
  members.
• Additional Board ideas include
• 50 of Board should be business (Estes Truck
  Lines, Westvaco).
• Virginia forever.
• Two finance experts (Capital One).
• Virginia Manufacturing Association (VMA).
• Host first Board meeting.
• Define operating principles.
• Determine Role of Board
• Define role of Board.

• Fundraising
• Develop Membership Program
• Develop membership program.
• Develop Fundraising Plan Strategy
• Develop fundraising plan/model supported by
  fundraising.
• Take action!
• Make distinction between Fundraising and Finance
  Committee roles.
• Develop Fundraising Collateral
• Develop funding opportunities collateral.

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Action Plans for Critical Tactics
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Session 4 January 29, 2009 Rev 2.0 Page 19
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Action Plan Strategy 1
We developed action plans for the most critical
tactics for each strategy and for the working
teams.
CREATE A COMMUNICATIONS TASK FORCE
1.1

• The three recruited people
• Task Force
• Task Force recommendations with approval by Board
• Marketing Firm
• Marketing Firm

• January 29, 2009
• June 1, 2009
• July 2009
• September 1, 2009
• September 1, 2009

• Keep it simple (messaging, copy reading level)
• Always connect back to Mission
• Transparency

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Action Plan Strategy 1
SEATING ANNOUCING A NEW KVB BOARD
1.2

• Steering Committee
• Board Development Committee
• Board Development Committee
• Board Development Committee
• Board Development Committee
• Board Development Committee
• Board Development Committee
• New Board Committees
• New Board

• Done
• February 7, 2009
• February 7, 2009
• February 15, 2009
• February 15, 2009
• February 28, 2009
• March 15, 2009
• April 15, 2009
• Early September 2009

• Appoint Board Development Committee 1 vote
• Finalize target list of potential board members
  for mail out
• Finalize selection of Board invitees
• Add Capital One, Estes, Dominion, Westvaco, VMA)
• Fine tune criteria (visible presence on other
  boards / 50 from business)
• Finalize letter, survey, fact sheet (strategic
  framework picture), return envelope mailed out
• Send letters of invitation / set first board
  meeting
• Follow up with potential Board members who have
  not responded
• Press release announcing (transition) new Board
  (Businesswire.com)
  
  
• First Board meeting
• Dinner or event (social) to bring new Board,
  Steering Committee) and new guests together
  1 vote

• Diverse Board 1 vote
• Skill and experience based Board
• Respectful and transparent process

• Board identified and ready to dig in 2
  votes
• Public awareness and access
• Committed Board

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Action Plan Strategy 2
RECRUIT AND HIRE TALENT
2.1

• From KVB budget, determine salary ranges for
  Executive Director, Administrative Assistant, Web
  Designer and Training Director
• Develop job descriptions
• Advertise positions (electronically within
  network)
• Interviews (conduct phone and in person)
• Hire Executive Director 3 votes
• New Executive Director begins process to hire
  additional staffs as feasible

• KVB Board
• Special Board Committee
• Special Board Committee
• Special Board Committee screens via phone ? KVB
  Board interviews top candidates for Exec.
  Director
• KVB Board
• KVB Executive Director

• Two months after Board convenes
• Two months after Board convenes
• Two weeks after 2
• Up to three months after 3
• Within two weeks of 4
• As possible - based on funding

• Hiring a good candidate as Executive Director
  4 votes
• Adding qualified staff as feasible

• EEO (follow principles)
• Realistic expectations
• KAB (internal use of resources)

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Action Plan Strategy 2
NEEDS ASSESSMENT OF MEMBERS / STAKEHOLDERS
2.2

• Put together survey Top tier of critical needs
  3 votes
• Identify/decide on stakeholders
• Conduct survey, collect and analyze results
• Follow up with stakeholders
• Share results

• Board of Directors
• Create a Task Force to conduct survey
• Executive Director involvement once hired

• Summer 2009?
• Identify stakeholders then ask for input

• Top three needs for KVB to address (survey
  question)
• Free online survey tools are available
• Importance of this survey depends on timeline
• Need to hire staff but also need survey results

• Needs assessment to guide KVB priorities 4
  votes
• Established initial relationship with
  stakeholders

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Action Plan Strategy 3
FUNDING
3.1

• Pre-Solicitation Planning
• Develop needs assessment 1 vote
• Develop budget 1 vote
• Identify sources of funding in-kind cash
  (little membership, fees for services big
  corporate donors) 1 vote
• Levels of membership individual, corporate
• 2. Create Materials
• Create fundraising packet/materials (leave
  behind) 1 vote
• 3. Grant Proposals 5 votes
• Write grant proposals
• Submit grant proposals
• 4. The Ask
• Solicit corporate sponsors
• Solicit members
• Follow up with all solicitations

• Executive Director / staff
• Board
• Fundraising Committee appointed by the Board
• Corporate members of the Board help solicit money
• Consultants

• Year 1
• Start up funding
• Years 2 3
• Membership
• Sales
• Fee for services
• Conferences (start in Year 3)

• Start up funding
• Sustainable funding 2 votes
• Raise awareness of KVB
• Long-term partnership/members
• Builds capacity

• Transparency of sources and expenditures
• Highly efficient, targeted, and effective
• Fiscally responsible BMPs

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Action Plan Strategy 3
DEVELOPING PARTNERS
3.2

• Develop a public membership program 2
  votes
• Introductory meetings
• Potential members
• Potential partners
• Collaborate
• State agendas
• NGOs
• Education
• Corporate

• Staff
• Board
• Members / Partners

• Year 1 and ongoing

• Diverse partners 1 vote
• Effective, productive partnerships

• Sharing

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Action Plan Board Development
DEFINING ROLE OF BOARD
B.1

• Consult Board Source for best practices on roles
  and responsibility of non-profit boards (i.e., 10
  Basic Rules)
• Draft letter to go with survey to potential Board
  members
• Decide if ex officio role will be used within the
  Board (e.g. the Governor) 1 vote
• Analyze survey results and determine further
  needs
• Make decision on term limits

• Board Development Task Force
• Ex officio decision to be determined jointly
  between the Board Task Force and Fundraising Task
  Force and Communications, etc.

• 1 vote
• Best practices (on-line) ASAP
• Send survey Feb. 1, 2009
• Survey deadline Feb.15, 2009
• Committee meeting Feb. 24, 2009
• Ex officio, bylaws and term limits decisions
  completed prior to invitation letters being sent
• Term limits decision prior to March 1, 2009
  (bylaws)
• Invitation letter March 1, 2009
• Invitation deadline March 15, 2009
• First Board Meeting April 15, 2009

• Framework for the Board fully established
  2 votes

• See Board Source for best practices 2
  votes
• 50 of the Board should be from corporations
• Fully engaged working Board
• At least two financial experts
• Commitment level

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Action Plan Fundraising
DEVELOP FUNDRAISING PLAN STRATEGY
F.1

• Develop fundraising committee
• Draft plan and identify funding streams
• Develop strategies (donations, grants,
  memberships, state appropriations) not all eggs
  in one basket
• Implement plan
• KVB Board works with potential funders (fund
  front line of attack)
• KVB Executive Director works with potential
  funders
• Assess plan and make modifications as needed
• Finance committee will be responsible for
  organizational budgets, reporting and audits

• KVB Board will appoint a Fundraising Committee
  (members from Board and others)
• Funding Raising Committee with Board approval
  required for plan
• Fundraising Committee
• KVB Board and KVB Executive Director
• Fundraising Committee with Board approval
• KVB Board will appoint a Finance Committee for KVB

• Within one month of Board convening
• Within one month after 1
• Two weeks after 2
• After Board approval, begin implementing in two
  weeks
• Assess quarterly
• Concurrent with formation of Board

• Strong funding sources
• Realistic and achievable plan 4 votes
• Sustainable organization 2 votes

• Accountability
• Transparency

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Setting Priorities
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Session 4 January 29, 2009 Rev 2.0 Page 28
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To conclude the process of building the KVB
strategic framework components, we prioritized
all of the tactics into critical, essential or
incidental work, realizing that incidental
doesnt mean its work that does not need to be
done, but work that needs to be done at a later
stage. Given this tactical work, we considered
the capabilities we would need to ensure that the
work gets done and KVB is renewed.

• Conduct a forum (Strategy 2)
• Create volunteer coordinators task force
  (Strategy 4)

Incidental may bolster essential and critical
work does not pose a risk to the success of KVB
Critical critical to KVBs success time to
address is now compelling to fund contributes
to visibility, credibility and brand and parallel
strategies
Essential essential to KVBs success supports
critical work timing to address is flexible
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Fundraising Ideas
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Session 4 January 29, 2009 Rev 2.0 Page 30
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Fundraising Ideas
We brainstormed ideas on new approaches to
generating early seed money for KVB.

• Intersect with Business (continued)
• Possible Support That Business Can Provide
• In kind support of entire KVB
• Litter bags / shopping bags
• Supplies for cleanups, recycling programs,
  beautification
• Food / awards / volunteer prizes
• Programs for schools, etc. (e.g., KVB has contest
  in schools or grants from corporation)
• Conference sponsorship / workshops (e.g., beer
  wholesalers sponsor KVB at NASCAR)
• State Fair sponsorship
• Between A Rock A Hard Place, Wheres The Place
  To Be?
• Sponsored by Luck Stone
• A 1 year-long contest The Year of the
  Environment
• The Green Space Choose x spaces in different
  communities that need to be greener
• Photo opportunity at the beginning and end
• KVB hosts community summits to come up with plan
  to green the space

• NASCAR
• Have a KVB display booth at major races
• Need a KVB rep who can talk race
• Sell KVB bags a promote membership at the booth
• Harley Davidson
• KVB race or tour with Harley Davidson
• Harley reaches young people and older people with
  money
• They support a lot of causes
• Blue Cross / Blue Shield
• Healthier people goes along with healthy
  environment
• Pfizer
• Theyre very involved in packaging and
  disposables
• Newspapers
• Norfolk/Virginia Beach, Newport News, Richmond
  and Roanoke
• Link into these papers

Luck Stone
Communities
KVB
GovernorsOffice
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Fundraising Ideas

• The New Green
• Sponsored by banks
• Sun Trust Shedding a little light on things
• Wells Fargo New to Virginia as they just took
  over Wachovia
• Message 1 The new green is environment not
  money
• Message 2 Images to get involved (kids hand
  with seedling), audio from Obama - Its time to
  stand up, dust ourselves off and get on with the
  business of rebuilding America
• Message 3 Get involved (hands on) get
  connected build meaningthe NEW green!
• Forestry
• Forestry is a big industry in Virginia
• MeadWestvaco could sponsor KVBs stationery for a
  year

• In-Car Ashtrays
• These fit in car cup holders
• Work with Altria to roll these out
• Partners / Funders
• Altria
• Virginia Petroleum and Convenience Store
  Association
• Virginia Car Dealers Association
• VDOT
• CVS
• Virginia
• Chesapeake Bay / Water Pollution
• Funders get their logo on device
• Distributed in new/used cars with KVB POS
• Given out at Petroleum Retailers
• Given out at Adopt-a-Street and Adopt-a-Highway
  programs
• New Protection Vests
• Runners and bikers get vest as part of joining a
  race
• Collect contact information from runners/bikers

Banks
KVB
Hands On
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Next 90 Days
Keep Virginia Beautiful Mission Exploration
Session 4 January 29, 2009 Rev 2.0 Page 33
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Next 90 Days
We concluded our session with a look at immediate
next steps.

• Establish The New Board
• Consider having these talents on the Board
  Finance (fiscal management), communications, IT
• Revise bylaws.
• Money
• Board picks one program funding idea to work on.
• Hire Staff
• Executive director Needs fund development and
  finance background.

• Secure A Location
• Altria may have office space.
• Transition Current Board
• Review Virginia non-profit corporation bylaws
  act.
• Give changes in bylaws to the Board in advance to
  review.
• Set date for regular Board meeting / luncheon
  where they approve new bylaws.
• Face-to-face communication (Framework and
  Strategy) and our recommendations for
  transitioning Board.

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Appendix I Other Thoughts
Keep Virginia Beautiful Mission Exploration
Session 4 January 29, 2009 Rev 2.0 Page 35
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Other Thoughts

• Guiding Principles
• Establish, maintain and closely work with a very
  close connection with KAB

• Be The Statewide Voice
• Two types of communication
• Big C of Communications
• Communications outside the organization
• Test materials you develop with your constituency
• Little C of communications
• Communications with the organization
• Feedback
• All of the strategies have a communication
  component so we must be very clear in our
  communications strategy and how we implement it
  to be successful at our work

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ph 301-624-5746 email  gretchenpisano_at_mac.com