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#6 — Focus attention on assets without directly promoting them Award ceremonies, campaigns, competitions, and parties can also draw peoples’ attention to assets (Table 2.12). Table 2.12: Various programs and other activities can also raise peoples’ awareness of assets Project Run by/Involving Methods Key aspect(s) Award of Excellence program Minnesota Recreation and Parks Association Annual competitive program to recognize local assets. Among 2011’s 11 winners was the Como Regional Park Pool in St. Paul (selected in the category of Parks & Facilities). When asked by local media to comment on the rewards, the mayor of St. Paul said it recognized the city’s excellent Parks and Recreation Department. Recognition for assets and those who sustain them People for Parks, Minneapolis Annual Picture-a-Park Photo competition to stimulate interest in parks. Photo competition Competition Detroit by Design (America Institute of Architects, Detroit branch) Open international invite to submit designs for a public space on the city’s riverfront. Jury members participated in a symposium, attended by over 400, to discuss what shape Detroit’s riverfront should take, and what cities it could draw inspiration from. Competition / Debate Great Green Beaning Project Frogtown Gardens Non-profit that advocates for urban green spaces and sustainable development distributed 6,000 beans to 250 local homes. The beans were chosen because they produce food but also because of their distinctive bright red flowers. Half of these homes now have them. Public involvement in awareness-raising Box 2.4: A summary of the ways you can make people aware of your “asset offer” • Tell: tell people what assets are on their doorstep • Reach out: actively go out to the public to “market your wares” • Show: take people on real and virtual tours • Help: help people to find out about assets by developing and/or using tools and maps • Lure: raise awareness by physically drawing people in to assets • Hint: indirectly raise awareness through awards, competitions, and promotional material 65 | The New Barn-Raising
Figure 2.30: Frogtown Gardens raise awareness for their cause Frogtown Gardens sold buttons/badges to raise money and awareness for a future 13-acre park, nature sanctuary and urban farming demonstration center. Small buttons sold for a dollar and large buttons for two. (source: Rose Holdorf, Plowshares Press, Oregon) This section has helped you to …. • Learn about some ways that have been or are being used to market the asset offer to prospective users. This includes strategies such as getting out to where asset users live and/or inviting them into the assets. • Learn about a range of ways in which innovation around the asset offer is occurring and needs to be marketed. • See the important role played by non-profit groups in marketing assets. Raising Awareness | 66
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THE NEW BARN-RAISING A toolkit for
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CONTENTS Summaries ................
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STRATEGY #1 — Raising Awareness I
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STRATEGY #3 — Raising Help In the
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• non-profit bodies (from civic-s
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The “New Barn-Raising” refers t
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Theme 2 — Market your assets Mark
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The advantage of these different ta
Page 17 and 18: Theme 6 — Public fundraising can
Page 19 and 20: Theme 10 — Business can best supp
Page 21 and 22: Theme 12 — Volunteering with asse
Page 23 and 24: INTRODUCTION This toolkit is direct
Page 25 and 26: In late 2011 and early 2012, people
Page 27 and 28: RAISING AWARENESS ABOUT YOUR ASSETS
Page 29 and 30: continued Table 2.1: A check-list o
Page 31 and 32: Who could support your assets? This
Page 33 and 34: Partnership With a partnership mode
Page 35 and 36: Table 2.2: Benefits for users - a c
Page 37 and 38: Table 2.4: Examples of the types of
Page 39 and 40: #1 — The “Killer Stat” Peavey
Page 41 and 42: Figure 2.7: Baltimore compared to o
Page 43 and 44: Figure 2.9: One of several punchy t
Page 45 and 46: Box 2.2: Recognize the skills that
Page 47 and 48: Delivering your message — messeng
Page 49 and 50: Figure 2.11: East Phillips delegate
Page 51 and 52: Figure 2.13: Barn-raising spirit -
Page 53 and 54: Draw attention to your “asset off
Page 55 and 56: Of particular use for local residen
Page 57 and 58: Figure 2.17: Example of the DIA’s
Page 59 and 60: #3 — You can take people on tours
Page 61 and 62: This is an ongoing map that can be
Page 63 and 64: Figure 2.24: Baltimore’s Fluid Mo
Page 65 and 66: As part of Hockey Weekend Across Am
Page 67: Figure 2.29: Poster for the 6th Ann
Page 71 and 72: Table 3.1: Taxes used to raise fund
Page 73 and 74: Box 3.1: Check-list of questions to
Page 75 and 76: Your asset managers need to use mon
Page 77 and 78: Table 3.4: Efficiency measures used
Page 79 and 80: Reductions in staff, asset numbers
Page 81 and 82: Table 3.5: Examples of charges comm
Page 83 and 84: Figure 3.4: Free entry for some gro
Page 85 and 86: Incentivize and support charging Wh
Page 87 and 88: You can rent space in assets to gen
Page 89 and 90: Your local government can secure re
Page 91 and 92: Box 3.4: Public-Private Partnership
Page 93 and 94: • Hand over a building that is an
Page 95 and 96: Community non-profits could be allo
Page 97 and 98: You can raise money and awareness b
Page 99 and 100: Figure 3.12: A memorial bench sold
Page 101 and 102: Figure 3.14: The annual and very po
Page 103 and 104: Elderly constant givers are a good
Page 105 and 106: Wealthier neighborhoods still have
Page 107 and 108: Young professional asset-supporter
Page 109 and 110: Figure 3.18: a potential fundee add
Page 111 and 112: Box 3.6: Getting high-net-worth ind
Page 113 and 114: Figure 3.20: A Detroit4Detroit webp
Page 115 and 116: Figure 3.21: Mowtown - example of a
Page 117 and 118: The barn-raising spirit is also see
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Charitable Foundations can add to y
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Table 3.15: Asset-related roles tha
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Encourage foundations to make their
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Help non-profit asset support organ
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Certainly, businesses have been an
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Table 3.20: Examples of mutually be
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Several factors can help you in dev
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Having co-operatives in your busine
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Box 3.12: Secrets of their success
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Table 3.24: Encouraging customer gi
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Table 3.25: Comparing the fee and a
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RAISING HELP FOR YOUR ASSET The men
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Figure 4.1: User input — resident
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When resources for paid staff, whet
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There are physical/logistical reaso
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There is a range of mechanisms for
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The measures have been largely succ
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Figure 4.5: Inside the Baltimore Co
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Table 4.5: Understanding the busine
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Volunteer managers and non-profits
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There are some key practical tips t
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There are a range of measures you c
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As with donors of money and other r
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Table 4.9 outlines a range of natio
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Where does the New Barn Raising con
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APPENDIX The following section was
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If you decide that you do want to s
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City of Saint Paul (2010), Transfor
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Morrish, R. and Brown, C. (2000), P
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CGAP (2012), “Comparing U.S. and
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Sargeant, A. and Shang, J. (2010),
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ACKNOWLEDGEMENTS German Marshall Fu
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Rademacher, Jolyn * Rey, Vernon * R
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Roberson, Jr., Dalton * Russ, Cathl
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Reierson, Gary * Rhodes, Carleen *
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Iyer, Seema Jacob France Institute
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Referees for, and support with, the
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