communications

March 29 2019

Feedback Results 2019

CPAWS Yukon Blog 2019, blog, communications, survey

Written by: Adil Darvesh, Communications Coordinator

Introduction

The communication feedback survey was conducted between February 8^th and February 17^th, 2019. Our goal for the survey was to answer the simple question “Is our work being well received by our supporters?” We felt it was important to ensure that in our efforts to reach new audiences, we weren’t alienating our core supporters who have helped propel us to being one of the many conservation leaders in the Yukon.

Prior to this survey, there were no records of a formalized survey for supporters to provide feedback. In-person conversations and/or emails sent to info@cpawsyukon.org were the main ways that supporters got in touch with CPAWS staff.

CPAWS Yukon is also undergoing some campaign-related changes. For many years, we focused on protecting as much of the Peel Watershed as possible. ‘Protect the Peel’ and ‘CPAWS’ has even become synonymous to some supporters. As we shift to different campaigns, specifically protecting the calving grounds of the Porcupine caribou herd and the Dawson Regional Land Use Plan, it’s crucial that we take what worked from our successful Peel Watershed campaign and improve on what didn’t.

Some points to keep in mind:

There was a random draw for a prize from CPAWS Yukon. The winner would get to choose from some of our merchandise
Survey was sent to CPAWS supporters and people who regularly engage with us and our work

Discussion

There is an assumption that everyone who filled out the survey is a CPAWS supporter. The questionnaire link was shared via the CPAWS Yukon Facebook page and our internal e-newsletter. While it’s safe to assume our mailing list and Facebook page is comprised of environmentally conscious people, the survey URL could have been shared beyond that to non-supporters as well. From the results, however, it’s abundantly clear that survey respondents are happy with the communication methods that are currently in place.

One of the most liked aspects of our communications are timely updates and visibility on social media. This is an important part of our advocacy work highlighted by the 2600+ submissions during final consultations on the Peel Watershed Final Recommended Plan. Ensuring that this continues is crucial for successful conservation throughout the Yukon.

Note: Our average e-mail open rate is 25.9% and click rate is 2.69%. Average open rate for non-profits is 24.11% and click rate is 2.57% according to MailChimp. (https://mailchimp.com/resources/email-marketing-benchmarks/)

There’s often a fine line between keeping supporters updated, and sending too many messages and becoming a nuisance. There were a few respondents who felt our frequency of messaging was too high, but the majority were happy. With 39 total respondents, however, another iteration of this survey should be done with a larger sample size. Of those 39 respondents, 51.3% wanted monthly newsletters with breaking news as it occurs. This falls in line with what we at CPAWS Yukon think is an appropriate amount.

The type of content is also important in how well received our messaging is. The Peel Watershed and the Porcupine caribou herd were the top ranked issues for respondents, followed closely by Climate Change. It’s a safe bet that ensuring our messaging relates to one of those topics will result in some form of action being taken. The affinity towards the Peel and the Porcupine caribou is most likely a result of the time put into sharing the importance of these issues. Future campaigns will need effort to share the stories and importance of the land and wildlife that we are campaigning for. Few people chose “Conservation at large” as an issue that mattered most to them. While this doesn’t mean that the majority of people aren’t interested in conservation at a high level, it could mean that they’re more likely to be engaged in topics that affect them or people they are close to directly (i.e. people affected by land use planning in the Peel, or people who are affected by changes in the Porcupine caribou herd.)

Based on the responses from this survey, it can be determined that supporters are generally happy with the communication we’ve done thus far. Keeping people engaged and providing an opportunity for action should continue to be a key aspect to our communication and campaign strategies overall. Ensuring we continue to find a way to communicate how specific issues will relate to people directly will also play a large role in ensuring conservation success in the Yukon.

Some supporters also don’t live in Whitehorse, where many of our events generally take place. Finding a way to include people in communities to participate to some degree in an event may be of interest in future event planning.

Going forward, it’s recommended to stay the course and continue engaging supporters as best we can. Whether it’s sharing on social media or through e-mails, supporters are interested in staying updated. It would be worthwhile to continue a trend of getting feedback from supporters after campaigns. This would give us an opportunity to continue improving, and allowing supporters an opportunity to express what works for them.

Final Recommendations

Keep supporters updated on campaign status, especially if it’s already a hot topic
Include opportunities for taking action as much as possible
Share the successes and let supporters see the results of their efforts
Use social media, emails and various other forms of communication to spread your message
Positive messaging works better than aggressive or negative comments
Create an option to opt-out of direct mail if desired, or create an option for opt-in digital only
Provide ability for more options in questions, or use questions that prompt more feedback in future surveys
If using a giveaway as incentive to complete a survey, a gift card or voucher for a local business that aligns with our values might be more of a draw than our CPAWS merchandise, especially if supporters already own CPAWS merchandise

July 27 2018

Stewards of the Yukon

CPAWS Yukon Blog blog, communications, yukon

Header Image: Snake River, Tayu Hayward
Written by: Adil Darvesh, Communications Coordinator

The Wilderness Territory. It’s one of the reasons so many have travelled to the Yukon, and one of the reasons so many have stayed. With that comes the responsibility to maintain and protect the areas that we hold dear.

The Peel

Into the Snake River by Tayu Hayward

For decades, CPAWS Yukon has worked to protect the Peel Watershed. A vast, intact ecosystem that is incredibly important for the First Nations and for all people in the Yukon. Providing scenic landscapes and important hunting, fishing and recreational areas; the Peel is the very essence of what Yukon is famous for.

We formed lasting parterships with the First Nation of Na-Cho Nyak Dän, Tr’ondëk Hwëch’in, Vuntut Gwitchin First Nation, and the Yukon Conservation Society. Together, we took Yukon Government to court in order to ensure the protection of the Peel Watershed.

Last December, when the Supreme Court of Canada ruled in favour of upholding the Final Recommended Plan, we were overjoyed. The hard work done to protect the Peel had paid off. Consultations on the Final Recommended Plan are expected to begin in late-summer or fall of 2018, and once again, your voice will be needed to help protect the wildlife, ecosystems and beauty of the Peel Watershed.

It’s taken a long time to get where we are today, but throughout it all, the one constant was the support we received from people like you. You showed up to consultations, water ceremonies, rallies, gatherings, and prayer circles. The roller coaster through the court system was only possible because our supporters and our allies had our backs

From Left to Right: Dana Tiza-Tramm (Vuntut Gwitchin), Chief Roberta Joseph (Tr’ondëk Hwëch’in), Chris Rider (CPAWS), Jimmy Johnny (Na-Cho Nyk Dän), Robert Alexie Sr. (Tetlit Gwich’in), Frank Patterson (Na-Cho Nyk Dän), Thomas Berger, Troy Suzuki, Elizabeth Moses (Na-Cho Nyk Dän), Margaret Rosling, Gladys Netro (Vuntut Gwitchin), Tim Gerberding, Darren Bullen (Tr’ondëk Hwëch’in), Angie Joseph-Rear (Tr’ondëk Hwëch’in), Simon Mervyn (Na-Cho Nyk Dän), Chief Bruce Charlie (Vuntut Gwitchin), Irene Johnny (Na-Cho Nyk Dän), Christina Macdonald (YCS), Clara Van Bibber (Tr’ondëk Hwëch’in). Photo by: Justin van Leeuwen

As a result of this success, CPAWS Yukon will continue to pursue fair, democratic and sustainable protection of our wilderness for all to appreciate. Over the past few months, we’ve been able to grow and have a greater capacity to help different areas in the Yukon. While we are still committed to ensuring that the Peel Watershed stays protected, we are also looking towards advocating for other incredibly important issues throughout the territory.

The Porcupine caribou herd

Since 2017, we have been working to support the Vuntut Gwitchin First Nation in their efforts to advocate for the protection of the Arctic National Wildlife Refuge in Alaska, and the Porcupine caribou herd.

This vast environment, located along the border of Alaska and the Yukon, is integral for numerous species of flora and fauna, and plays a critical role in the quality of life for the Gwich’in and other Indigenous peoples across northern Canada and Alaska. Barren-ground caribou are a threatened species that is in severe decline across North America and this is our opportunity to help protect one of the last remaining healthy herds. Currently, the U.S. government is planning to lease out areas of the Arctic Refuge for oil and gas development in the birthing grounds of the Porcupine caribou, which would have negative impacts on their herd. Due to the nature of the Porcupine caribou’s migration over the international border, this directly affects the Yukon. The Porcupine caribou are a source of food and resources for the Gwich’in people, and they need your voices to help tell the U.S. government that the Arctic Refuge is no place for oil and gas.

Porcupine caribou and calf by Peter Mather

Land Use Planning

Development is altering landscapes across the Yukon. In the face of this growth and change, land use planning is one of the best opportunities we have to protect critical wildlife habitat and areas of high ecological importance.

Very simply, land use planning provides a road map for how land and resources will be used, managed and protected. In other words, planning determines if and how landscapes will be preserved or transformed. In the Yukon, land use planning takes place at many scales, from small individual development sites to entire regions, such as the Peel Watershed. As Yukon’s voice for wilderness, we will continue to provide meaningful input into land use planning and ensure that the process reflects ecological voices, is accessible to the public, and is informed by science and Indigenous knowledge.

Climate Change

It’s no secret that climate change is the biggest issue of our era. With such drastic changes to the climate in a short period of time, it has the potential to undermine all of our conservation work. We will continue to address and be mindful of climate change in all the work that we do.

Stay Tuned

This transition is a very exciting time for us. We are aiming to maintain the beauty of the Yukon and advocate for wilderness protection by collaborating with members of the First Nations and the public. We want to thank you for all of your support along the way, and we look forward to helping the people of the Yukon protect our wilderness for all. To learn more browse through our new and improved website at cpawsyukon.org, or email info@cpawsyukon.org. Add us on Twitter, Facebook and Instagram to interact with us and follow along on our journey.