It is important to be able to translate the technical assistance work your district carries out into stories that connect with your constituents and beyond. You probably already do this through your website, newsletters, and social media. Below are some tips and resources to help you tell impactful, personal stories that will connect with your audience and inspire further engagement. 

Explain Why This Work Matters 

We know how important the work is that we do, but we can’t expect everyone to know if we don’t talk about it. Providing appropriate and effective technical assistance is the primary goal of conservation districts, and a well-told story to share the successes of these efforts adds to their value. A compelling story is a great way to attract new participants and expand your reach in the community.  

When the work you carry out is rooted in applying best management practices to the land, it’s easy to get lost in technical jargon, complicated paperwork, and confusing acronyms. A good story should answer why this work matters in easy-to-understand ways. Why does it matter that you helped a local farmer switch to reduced tillage operations? Or, if you created a farm plan that allowed someone to apply for EQIP funding? Or, if you helped a landowner access cost-share funding to better manage stormwater drainage? It is incumbent upon us to explain why conservation is important and the value it brings to our communities. 

Use Data and Personal Stories 

We all know that data is crucial in grant reporting and proving your district is making an impact. It is also important when telling a story. Talk about the number of kids you educated on soil health last year and write about a special moment you had with a class, or even a specific student. Who really benefited from the session? Describe the 400 acres of cover crop you cost shared through an interview with the farmer. Is she a new producer looking at ways to make her farm more economically viable, or a third-generation farmer that wants to continue to take care of the land that has served her family for decades? 

Spread the Word 

Your district’s website, social media, and newsletters can all be used to tell your story and spread the word about your district. Newsletters and blogs are great places for longer form writing and interviews, while social media is great for quick snippets showing your impact. Check out this outreach training session on Leveraging Social Media.  

Get in touch with local newspapers or magazines to ask about writing a story for their publication. Publishing a story in your local paper is a great way to connect with individuals outside your usual sphere of influence and grow your reach even further. 

You should also consider reaching out to NACD if you have a story to tell on the national stage. We love hearing about your locally led conservation successes, and we especially enjoy hearing about projects supported by our Friends of NACD and Technical Assistance Grants. Please reach out to us at info[at]nacdnet.org with your story idea and we’ll get back to let you know if it would be a good fit for our blog or weekly eResource newsletter. 

More Resources 

In 2024, NACD collaborated with KR Creative Strategies to create five virtual training sessions specifically for conservation district officials and staff members. These were originally created for the Southwest region, but much of the content can be applied across the country. The first session focused on Turning Technical Assistance and BMPs into Meaningful Stories is a great place to start! A companion worksheet was even developed to help you with this task. You can find the full series of videos on our YouTube channel. 

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