Achieving the Goal of Citizen Stewardship in the Chesapeake Bay

Transcription

1 Achieving the Goal of Citizen Stewardship in the Chesapeake Bay

2 Welcome to the Webcast To Ask a Question Submit your question in the chat box located to the left of the slides. We will answer as many as possible during Q&A. To Answer a Poll Question Simply select the preferred option. For those viewing this session alongside several colleagues, respond in a manner that represents your organization as a whole. We ARE Recording this Session All comments and questions will be recorded and included in the archives. We will notify you as soon as the recording and related resources are loaded on the web. We Appreciate Your Feedback Fill out our evaluations our funders need to hear it!

3 Chesapeake Bay Stormwater Training Partnership To learn how you can have access to: FREE Webcasts Free 1-day design, inspection & maintenance workshops Intensive master stormwater seminars Direct On-site technical assistance Self guided web-based learning modules Visit:

4 Poll Question #1 How many people are watching with you today? Just me 2-5 people 6-10 people > 10 people

5 Poll Question #2 Tell us a little about yourselves who are you representing today? Local government Private sector Regulatory agency Non-profit Academia Other tell us in the chat box

6 Speaker Info Steve Raabe Opinion Works Kacey Wetzel Chesapeake Bay Trust Cecilia Lane Chesapeake Stormwater Network

7 Today s Agenda 1. Setting the Stage: CSN s 2016 MS4 Survey Results 2. Why Measure Stewardship? 3. Stewardship Indicator 4. Other Tools in Development 5. Indicator Scale-up 6. Overview of Formative Research

8 2016 MS4 Needs Survey Select Responses Background & Summary Goal to sample the MS4 permittees in the Chesapeake Bay watershed Identify key capacity gaps and needs at the local and state levels in implementing the MS4 permits Recognize how states, EPA and the NGO community can best support them going forward 137 Total Responses Complete Responses: 82

9 Q22: Do you have a webpage dedicated to your MS4 stormwater program or for local stormwater outreach? All data Answered: 106

10 Q23: How effective would you rate your public education and outreach on stormwater? All data Answered: 96

11 How MCMs Compare to Each Other All Data Mean values More effective Education & Outreach 2.89 IDDE 3.52 ESC 3.83 Post-Construction 3.59 Pollution Prevention & Good Housekeeping 3.51 *Given the central tendency of survey respondents, even small differences are significant

12 Q25: Do you use social media to provide public outreach? (check all that apply) All data Answered: 96

13 Q26: Do you offer any of the following services to the public? (please check all that apply) All data Answered: 96

14 Q27: Do you conduct outreach on pet waste pick-up and disposal? All data Answered: 96

15 Q28: Rate how strongly you or your staff could use additional training, support or guidance to improve your outreach efforts: All data Answered: 96 80% of people reported they could use some help with outreach

16 Conclusions Outreach does have potential to change behaviors and nutrient loads Important to provide the outreach that will have the most impact both on water quality and on behavior change Part 1 in a series of work CSN will be providing to local governments and their NGO partners over the next couple of years

17 Developing a Citizen Stewardship Indicator Pilot Survey Results May 12, 2016

18 Stewardship Goal Increase the number and diversity of local citizen stewards and local governments that actively support and carry out conservation and restoration activities that achieve healthy local streams, rivers and a vibrant Chesapeake Bay.

19 Citizen Stewardship Framework Increasing citizen actions for watershed health Knowledge & skills Community Leaders/ Champions Volunteerism/ Collective Community Action Individual Citizen Actions and Behaviors Increasingly Environmentally Literate Population (Elit Goal)

20 Why Measure Stewardship?

21 Photos Courtesy Chesapeake Bay Program STEWARDSHIP INDICATOR

22 From 2015 Stakeholder Process: 2025 time horizon for this Indicator. Tracking human behavior. Measure: Stewardship Behaviors Future Likelihood of Adoption Volunteerism Keys to Individual Engagement Civic Engagement Behaviors

23 Targeting Limited Resources: Level of Adoption x Likelihood x Impact Goal : only one action choose behavior with the largest weight Goal: a variety of actions over time choose behavior that is less impactful, but has a high probability and low level of adoption Well-designed programs use catalytic behaviors as stepping-stones to more substantive actions

24 Selecting your Target Audience: Understanding adoption rate and likelihood Segmentation: orace oethnicity oage osocio-economics Segmentation makes campaign efforts: o More effective o Allows for tailored offerings to subgroups o Increases efficiency when audience is selected based on susceptibility and receptivity

25 Designing your program: Case Study Database Additional research direction Social science tool use

26 Bench-marking: Identify scope of comparison Strengths and weaknesses Continuous Improvement

27 Stakeholders: NGOs EPA Representatives State Department Representatives Bay Program staff Funders Local government Chesapeake Stormwater Network UMCES VA Tech University University of Maryland

28 Citizen Stewardship Index Measuring Stewardship Progress Regional Index State or Jurisdiction Index County or Municipality Index Community Index Tool Date Result Index Survey Index Survey Index Survey Baysurvey.org Pilot Winter 2015/2016 Pilot (+/- 2.2%) Pilot Winter 2015/2016 Pilot (+/- 4.9% to 9.8%) TBD 2016 TBD Ongoing Scalable to most local level

29 Stewardship Behavior Measurement Criteria 1. Involves individual decision-making 2. Is repetitive and can be tracked over time 3. Can be broadly adopted A. Not just by experts B. Not pre-emergent 4. Has an impact on water health 5. And/or will engage the public

30 Photos Courtesy Chesapeake Bay Program OTHER TOOLS IN DEVELOPMENT

31 Case Study Database:

32 The Audit Tool

33 Developing the Method of Measurement

34 Puget Sound Behavior Index Measures 28 positive and negative behaviors Stratified for 12 counties Conducted biennially by telephone 3,131 interviews (2013) Measures progress; drives decision-making

35 an international research approach to measure and monitor consumer progress towards environmentally sustainable consumption.

36 Meta-index with 4 sub-indices. Internally weighted. 65 variables.

37 What This Survey Tool is Not The citizen stewardship index will NOT verify implementation of behaviors or practices per Bay Program protocols. Other tools like the Smart Tracker exist for this purpose. It will NOT answer why questions. It will NOT measure public policy preferences. It will not measure perceptions and attitudes, except those that directly drive stewardship behavior.

38 Questionnaire Structure Introduction and Screening (8) 1. Stewardship Behaviors (19) 2. Future Likelihood (19) 3. Volunteerism (5) 4. Keys to Individual Engagement (8) 5. Civic Engagement (6) Classification (12)

39 Measured Behaviors Pet waste Leaves/Lawn clippings (2) Litter (2) Fats, grease, contaminants down the drain (2) Fertilizer use (2) Pesticide/Herbicide use (2) Conservation landscaping Rain garden installation Septic system Tree planting Downspout redirect Rain barrel (2) Water conservation

40 Response Scales Yes/No: In the last several years, have you? Reduced an area of grass lawn by planting native plants? Frequency (5-point): For each of the following things, please tell me if you never, seldom, sometimes, usually, or always do it. Pick up your dog s waste and dispose of it in the trash. Agreement (5-point): For each of the statements that follow please tell me if you strongly disagree, somewhat disagree, are neutral, somewhat agree, or strongly agree. Polluted water affects me personally. Likelihood (3-point): Looking forward over the next year or so, how likely are you to do each of these things using the scale not likely, somewhat likely, or very likely. Have your septic system inspected or pumped out.

41 Citizen Stewardship Index Pilot Sampling Methodology Pilot Program Feb 2016 N=2,000 DC 402 (±4.9%) MD 400 (±4.9%) PA 398 (±4.9%) VA 400 (±4.9%) WV 199 (±6.9%) NY 101 (±9.8%) DE 100 (±9.8%) 23 days in field 13-minute interview 43% cell/57% landline

42 Performance: Stewardship Behaviors

43 Pilot Citizen Stewardship Indicator Weighted Data: (4/12/2016) Performance of Behaviors (Yes/No) Had septic pumped out 75% No downspouts drain to hard surfaces 71% Conserve water by using low flow fixtures 68% Planted a tree 41% Replaced grass lawn with native plants 29% Created garden to capture rain water 20% Have a rain barrel 13% Rain barrel is connected/being emptied 9% 0% 20% 40% 60% 80% 100%

44 Pilot Citizen Stewardship Indicator Weighted Data: (4/12/2016) Top Performing Behaviors (Scaled) Always/Very Frequently Usually/Frequently Sometimes Seldom Never Not sure Toss litter 4% 91% Medicine down drain 3% 1% 4% 5% 87% Grass clippings onto hard surfaces 4% 2% 7% 7% 80% Oil/grease down drain 2% 2% 12% 10% 74% Use pesticides 3% 9% 23% 16% 48% Use herbicides 3% 10% 22% 17% 47% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

45 Pilot Citizen Stewardship Indicator Weighted Data: (4/12/2016) Second Tier Behaviors (Scaled) Always/Very Frequently Usually/Frequently Sometimes Seldom Never Not sure Fertilize lawn 3% 13% 22% 17% 43% Dog waste 52% 8% 8% 2% 28% Pick up litter 26% 18% 37% 8% 11% Bag/mulch/compost leaves 39% 11% 14% 3% 31% Fertilizer off hard surfaces 16% 21% 14% 6% 38% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

46 Threshold Behaviors Not highly penetrated Require intentionality/effort 1. Conservation landscaping 2. Rain garden installed 3. Septic system pumped out 4. Planted a tree 5. Rain barrel connected and emptied 6. Conserve water at home 7. Pick up and dispose of pet waste 8. Pick up litter 9. Fertilizer use 10. Herbicide use

47 Pilot Citizen Stewardship Indicator Weighted Data: (4/12/2016) Threshold Behavior Performance Converted to Scale Septic pumped out Use herbicides Fertilize lawn Low flow fixtures Dispose of dog waste Pick up litter Planted a tree Conservation landscape Garden to capture rain Rain barrel emptied Never Seldom Sometimes Usually Always Never Seldom Sometimes Frequently Very frequently Strongly disagree Somewhat disagree Neutral Somewhat agree Strongly agree

48 Pilot Citizen Stewardship Indicator Weighted Data: (4/12/2016) 20% 18% 16% 14% Number of Behaviors Performed Of 10 Threshold Behaviors 16% 18% 18% 16% Average: 3.73 Behaviors Performed 12% 10% 8% 9% 10% 6% 4% 2% 0% 6% 5% 2% 1% 0%

49 Pilot Citizen Stewardship Indicator Weighted Data: (4/12/2016) 35% Number of Behaviors Possible Of 10 Threshold Behaviors 30% Average: 7.38 Behaviors Possible 28% 31% 25% 20% 15% 10% 16% 11% 5% 0% 5% 5% 2% 2% 0% 0% 0%

50 Pilot Citizen Stewardship Indicator Weighted Data: (4/12/2016) 35% 30% 25% Performance vs. Possible Of 10 Threshold Behaviors Average: 3.73 Behaviors Performed 7.38 Behaviors Possible 50% 28% 31% 20% 18% 18% 15% 16% 16% 16% 10% 9% 10% 11% 5% 0% 6% 5% 5% 5% 2% 2% 2% 0% 0% 1% 0% 0%

51 Pilot Citizen Stewardship Indicator Weighted Data: (4/12/2016) Number of Behaviors Possible By State WV DE PA NY MD VA DC

52 Segmentation Opportunities Jurisdiction Age Educational attainment Health care professionals Home ownership Housing type Community size Agriculture Religious affiliation Race/ethnicity Household income Gender

53 Likelihood to Change Behavior

54 Pilot Citizen Stewardship Indicator Weighted Data: (4/12/2016) Behaviors Most Susceptible to Change Asked Only of Those Not Performing the Desired Behavior Today Toss food wrappers/cups/cigarette butts Wash oil/grease down the drain Blow grass clippings onto hard surfaces Wash medicines down the drain Empty your rain barrel Have your septic inspected/pumped Use pesticides Use herbicides Very Somewhat Not Now I would like to ask you about a few of those actions again. Looking forward over the next year or so, how likely are you to do each of these things using the scale (rotate high to low/low to high): [very likely, somewhat likely, (or) not likely].

55 Pilot Citizen Stewardship Indicator Weighted Data: (4/12/2016) Behaviors Less Susceptible to Change Asked Only of Those Not Performing the Desired Behavior Today Fertilize your grass lawn Keep fertilzer off hard surfaces Pick up other people's litter Conserve water with low flow fixtures Bag/mulch/compost leaves Very Somewhat Not Redirect downspouts Now I would like to ask you about a few of those actions again. Looking forward over the next year or so, how likely are you to do each of these things using the scale (rotate high to low/low to high): [very likely, somewhat likely, (or) not likely].

56 Pilot Citizen Stewardship Indicator Weighted Data: (4/12/2016) Behaviors Least Susceptible to Change Asked Only of Those Not Performing the Desired Behavior Today Plant a tree Reduce lawn area with native plants Create a rain garden Install a rain barrel Very Somewhat Not Pick up dog waste and dispose in trash Now I would like to ask you about a few of those actions again. Looking forward over the next year or so, how likely are you to do each of these things using the scale (rotate high to low/low to high): [very likely, somewhat likely, (or) not likely].

57 Volunteerism

58 Pilot Citizen Stewardship Indicator Weighted Data: (4/12/2016) Volunteerism Very Frequently Frequently Sometimes Seldom Never Not sure Volunteered/Given to charitable org 21% 33% 28% 8% 9% Volunteered/Given to org for local waters 3% 8% 16% 15% 57% One-time volunteer event 8% 15% 24% 15% 38% One-time volunteer event for water 3% 6% 17% 13% 61% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 40% can think of at least one group in their own community that is working to clean up and protect local waters.

59 Keys to Individual Engagement

60 Pilot Citizen Stewardship Indicator Weighted Data: (3/1/2016) I want to do more to help make local waters healthier. Level of Agreement Strongly agree Somewhat agree Neutral Somewhat disagree Strongly disagree 74% agree 6% disagree 40% 34% 18% 4%3% 0% 20% 40% 60% 80% 100%

61 Pilot Citizen Stewardship Indicator Weighted Data: (3/1/2016) Polluted water affects me personally. Level of Agreement Strongly agree Somewhat agree Neutral Somewhat disagree Strongly disagree 67% agree 21% disagree 47% 20% 10% 9% 11% 0% 20% 40% 60% 80% 100%

62 Pilot Citizen Stewardship Indicator Weighted Data: (3/1/2016) If I wanted to volunteer to help the natural environment locally, I would know how to do that. Level of Agreement Strongly agree Somewhat agree Neutral Somewhat disagree Strongly disagree 54% agree 33% disagree 30% 24% 11% 16% 17% 0% 20% 40% 60% 80% 100%

63 Pilot Citizen Stewardship Indicator Weighted Data: (3/1/2016) I am causing water pollution where I live. Level of Agreement Strongly agree Somewhat agree Neutral Somewhat disagree Strongly disagree 16% agree 74% disagree 4% 12% 8% 18% 56% 0% 20% 40% 60% 80% 100%

64 Indicator Scale-up

65 Citizen Stewardship Index Measuring Stewardship Progress Regional Index State or Jurisdiction Index County or Municipality Index Community Index Tool Date Result Index Survey Index Survey Index Survey Baysurvey.org Pilot Winter 2015/2016 Pilot (+/- 2.2%) Pilot Winter 2015/2016 Pilot (+/- 4.9% to 9.8%) TBD 2016 TBD Ongoing Scalable to most local level

66 Citizen Stewardship Index Sampling Methodology Pilot program (2015) N=2,000 Rollout Option 1 (2016+) All states statistically significant N=5,200 MD 400 (±4.9%) 1,000 (±3.1%) VA 400 (±4.9%) 1,000 (±3.1%) PA 400 (±4.9%) 1,000 (±3.1%) DC 400 (±4.9%) 800 (±3.5%) WV 200 (±6.9%) 600 (±4.0%) NY 100 (±9.8%) 400 (±4.9%) DE 100 (±9.8%) 400 (±4.9%)

67 Possible Uses Benchmarking against Bay-wide norm, other communities Measuring change over time Maximizing limited resources through smart behavior selection Informing outreach to target audiences Program design through formative research

68 Questions

69 Other Forms of Research: Formative Research on Agricultural Wetlands

70 Accelerating Wetland Restoration in the Chesapeake Project Goal: Accelerate wetland restoration in priority areas of four states in the Bay Watershed that will result in improved water quality and habitat.

71 Agricultural Landowners Focus Group Research 4 Locations (Sep, Nov 2015) Juniata County, PA Lancaster/York Counties, PA Mid-Shore, MD Lower Shore, MD 120-minute sessions, professionally facilitated Tested: 1. Attitudes, Perceptions 2. Expectations, Barriers 3. Messages, Outreach Techniques

72 Agricultural Landowners Critical Connection Find the Right Messenger Rural Landowner Trusted Specialist This conversation is critical to: Building comfort Answering questions Assessing alternatives

73 Case Example 2: Stewardship in the Watts Branch Watershed

74

75 Free Upgrade A/B Test: A. Flooding B. Water quality 50% of homes visited signed the pledge

76 Questions and Answers

77 Evaluation Please take a few moments to answer our 6 question survey to help us better serve your needs in our webcast series. We use this information to report it to assess our work, your needs and to report it to our funders for future webcasts!