Greening Greater Memphis
Stakeholder Meeting Summary
August 12, 2008
Memphis Botanic Garden
Executive Summary
In February 2007, a group of concerned citizens calling themselves Greening Greater Memphis convened over 1,000 individuals at the Memphis Botanic Garden to demonstrate support for a “green” agenda for Memphis. The attendance and support exceeded the expectations of the organizers.
Following a second meeting some months later, the organizers of Greening Greater Memphis decided to spend time developing a more permanent structure for bringing like minded “green” organizations together for a common cause.
The Community Foundation of Greater Memphis and The Hyde Family Foundations agreed to serve as conveners of a small steering group to explore organizational options for Greening Greater Memphis. A facilitator was secured to lead the process.
The largest point of discussion for Greening Greater Memphis has been the scope of its purpose. Some people want the purpose to be narrowly directed at localized “green” efforts, parks, trails, walkways, bikeways, etc., while some believe the purpose should be broadly directed and inclusive of “sustainability”.
The Greening Greater Memphis steering committee developed a purpose document and invited 209 individuals, organizations and entities to each send a delegate to provide input on the draft document. The invitees were organized by categories of interest and included (see attached list of invitees/attendees):
- PARKS AND GREENWAYS (12)
- TRAILS, BIKEWAYS, WALKWAYS (12)
- USER GROUPS (39)
- ENVIRONMENTAL (13)
- URBAN DESIGN (6)
- TRANSPORTATION (3)
- HEALTH (9)
- EDUCATION/RESEARCH (6)
- BUSINESS SUPPORT (33)
- FOUNDATION SUPPORT (12)
- COMMUNITY SUPPORT GROUPS (29)
- NEIGHBORHOOD ASSOCIATIONS (3)
- RELIGIOUS (2)
- ELECTED OFFICIALS (11)
- GOVERNMENTAL (19)
The following summary details the input and feedback from the participants of the Greening Greater Memphis stakeholder meeting held on August 12, 2008.
Introduction
This document is a brief summary of the August 12, 2008 meeting, during which 63 community stakeholders convened at the Memphis Botanic Garden to provide input as part of the first phase of the Greening Greater Memphis strategic planning process.
Phase one of the process followed months of preparation by the Greening Greater Memphis steering committee during which a preliminary document had been drafted that outlined the purpose of the organization, membership structure, and three strategic services to be offered to partnering organizations and the community, including organization/coordination, marketing/communication and research/education. Participants of the August 12th meeting were asked to provide feedback on the content of the preliminary document that the steering committee could use in the next phase of developing a strategic plan for Greening Greater Memphis.
All written comments offered by participants at the August 12th meeting were compiled and distributed to the Greening Greater Memphis steering committee for review. This summary document attempts to provide the major themes and sample comments of the participant feedback and suggestions. As might be imagined, each discussion topic and question put to the wide range of participants evoked a wide range of responses. This summary outlines areas of consensus, lack of consensus, and opportunities for improving/clarifying the mission and proposed services of Greening Greater Memphis.
The August 12 meeting summary will be distributed to the meeting participants and others who were unable to attend. A draft of the Greening Greater Memphis strategic plan will be presented to an open group of stakeholders and the community in November of 2008 – the official date has not been scheduled as of the approval of this document.
The Greening Greater Memphis steering committee wishes to thank those who participated in the August 12 meeting, and would especially like to thank those who served as facilitators for the small group table discussions. The committee also wishes to thank those who transcribed the index card responses and facilitator observations for use by the committee.
Each of the five discussion areas has quantitative, as well as qualitative input.
PURPOSE
The draft purpose statement was as follows:
Greening Greater Memphis will coordinate the community’s voice in support of an integrated park and greenways system, an integrated trail, walkways and bikeways system and a long-term community-wide sustainability initiative for Shelby County and the greater Memphis region.
Whereas the participants felt that there was a need for an organization like Greening Greater Memphis (90%), and that Greening Greater Memphis should be the unifying voice for the greening movement (72%), there was not consensus on the draft purpose statement (66%). Some participants felt the purpose statement was too broad, while others felt it was too narrow. Some felt it was too vague and should include specific aspects of greening and/or sustainability in defining the purpose, and some felt it should emphasize the grassroots aspect of the organization. Some felt there was lack of clarity between the usage of the word green and sustainable.
Sample comments from participants:
- Sustainability initiative is too broad a term
- Purpose statement is too narrow – too focused on recreation
- Purpose is too specific – needs to be broad
- Purpose should be narrowly focused on parks, greenways, etc.
- Much too restrictive
- Primary facilitator and organizer of green efforts in Memphis
- Should be more than a voice – a promoter, organizer, etc…
- Purpose should include clearinghouse for information on local activities
- Diversity of Memphians and the city needs to be addressed
- Include using resources respectfully and being good stewards
- Connecting organizations and communicating to all should be main focus
- Should include air and water quality – connectivity of rivers and streams
- Should include transportation
- Create a forum for organizations to communicate and work together
- Should the organization be regional
As the strategic plan is developed, the steering committee plans to further clarify the Greening Greater Memphis mission, vision, and goals/objectives, as well as the remainder of the supporting document. At the same time, the steering committee recognizes it will not be able to make everyone happy.
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Membership
The proposed membership structure was intended to provide a sustainable source for revenue to support the Greening Greater Memphis organization. The membership structure called for individual/family memberships, partnering organization memberships, and corporate sponsorships.
Whereas some participants understood and supported the need for individual/family memberships, it was felt by many participants that people should be able to be “members” of Greening Greater Memphis at no cost, at a lower cost, for providing in-kind volunteer work (43%). Although one of the questions to participants was to help identify potential membership benefits, most participants asked what benefits would be included in a membership. Participants leaned more toward financial support by partnering organizations (35%) and corporate sponsors (55%).
An overriding concern was that however Greening Greater Memphis generated revenue, that it could be siphoning revenue from other organizations. This was felt most strongly in the area of individual/family memberships. The concept of organizational partners paying an annual partnership fee received support, but most often when the organization would be charged on a sliding scale based on the size of the organization’s budget. Corporate support and grants were the two preferred methods of generating revenue.
Sample comments from participants:
- Have free membership to broaden awareness, and to be inclusive for all
- Modest pricing structure will capture larger membership base
- Restructure feeds for low-income individuals – seniors, students, poor
- Offer a pay-what-you-can membership
- Lower fees to make more accessible
- Not sure of citizen buy-in
- What would the membership fees be going for
- Make the partners a nonprofit membership
- Publish names of contributors
- Sponsorships for events
- Purpose and benefits need to be clarified before deciding fees
- Corporate membership should not influence decision-making
- Umbrella membership for all green organizations
- “Supporter” vs. “member”
- $100 is too cheap for most organizations – sliding scale
- Start low ($50 - $100) and increase by levels based on size/budget
- Partner members are the real beneficiaries and could work
- Don’t understand overlap between partners and sponsors
- Include a division for small neighborhood groups
- Develop policies on amount/type of influence sponsorship buys
Suggested Membership Benefits
- Access to all products and events
- Recognition on the website
- Discount at green shops
- Publicity
- Recognition for hours of service
- Recognition in newsletter
- Recognition on printed collateral materials
- Cross-sharing member benefits
- Negotiate $ discounts for members at retailers, events, etc.
- T-shirts, bungee, stickers, etc.
- GGM logo allowed on corporate advertisements
- Special issue briefings
- Targeted listservs
- Publications, coupon book, etc.
- Merchandise
- Membership card with discounts
- Guided park tours, hikes, bike rides, etc.
- Free or reduced cost participation at member organization functions
- Booth space at events
- Discounted educational programs
- Gala
- Directory of supporting organizations
- Speaker benefits
- Special designations for member, partner or sponsorship level
- Special invites and behind the scenes opportunities
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Strategic Services: Organization/Coordination
This was not a discussion about organizational structure, but rather the activities in which the participants were interested in seeing Greening Greater Memphis become involved. The common theme at every table was an organization that would act as a centralized entity for the maximization of the efforts of similarly-minded persons and or groups to propel their efforts and activities to a higher level than could be achieved otherwise. Participants felt that Greening Greater Memphis should leave the provision of programmatic direct service to existing providers (82%), that Greening Greater Memphis should focus its efforts in a coordinator role (96%), and that Greening Greater Memphis should develop a strategic plan (96%).
Sample comments from participants:
Greening Greater Memphis should be…
- Facilitator; connector; communicator; advocate; coordinator; leader
- Attractor of finances to support the cause(s)
- Unified voice for the sustainability of the similarly minded groups
- Conduit to balance and propel activities of complementary groups
Greening Greater Memphis shouldn’t be…
- Government dependent
- Research organization
- Educator (mixed reviews)
- All things to all groups
Other…
- Must be advocacy/grassroots oriented
- United we stand, divided we fall – Strengths in numbers
- Not complicated or top heavy
- One-stop shopping
- Clear mission as a network organization
- Coordinating element requires some level of programming
- Sponsor regular agenda-driven meetings
- Advocacy for groups related to greening initiatives
- Tighter focus on coordinator role
- Should take leadership role on some issues
- Recruit new groups to fill gaps, or work with existing groups
- Do not do education/research – could coordinate, package and inventory
- Connect all nodes of the network
- Set up board of advisors from participating nonprofits
- Get the bones of Greening Greater Memphis right.
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Strategic Services: Communication
In the single-most dominant response by participants, it was a resounding “YES” that communication between existing stakeholders should be improved (98%). The concept of developing an umbrella website also received support (98%), as did compiling a master green database (89%).
There were no shortage of words to describe the lack of communication between green organizations and between green organizations and the community. Such words included: weak, non-existent, disorganized, haphazard, sparse, scattered, poor, fractured, incomplete, limited, ineffective, mediocre, spotty, disjointed, dysfunctional, etc.
The website was seen as a centralizing InfoHub that would provide a high-benefit to partnering organizations with increased communication, as well as easy access and concise information to the community. The database was seen as essential for outbound communication.
Sample comments from participants:
- Website is very important - need calendar, shared events, partner listings
- Need website, e-newsletters, monthly meetings, yearly gathering, etc.
- Increased public relations regarding green issues
- Website should link to other sites
- Essential as clearinghouse and hub for information
- Appeal to all ages with relevant updates
- Need facilitator dedicated to compiling information
- Should be a priority
- Social networking – user-driven content
- Not everyone has access to the internet
- Is this a PR type site or a site for discussion of opposing views
- Needs to educate and provide significant connectivity points
- Speakers bureau
- Newsletter
- Improved media coverage through better coordinated/messaged PR
- Annual forum event
- Regular community partner meetings
- Presence at festivals and fairs
- Regular radio and/or TV program
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Strategic Services: Education/Research
It was strongly felt that Greening Greater Memphis should be a proponent for education and research, but concerns were voiced about Greening Greater Memphis being directly involved in education and research.
When participants were asked if there should be more education about being green respondents agreed (96%). When asked if Greening Greater Memphis could help coordinate green education participants agreed (90%), as they did when asked if Greening Greater Memphis should encourage green research (87%). However, in individual responses the participants seemed to draw the line between Greening Greater Memphis coordinating and delivering education or conducting research. Some comments encouraged Greening Greater Memphis to champion a green curriculum to be taught in schools, or bringing researchers together.
Sample comments from participants:
- Leave education/research to existing groups
- Should facilitate existing efforts and not initiate research initiatives
- Green curriculum (Elementary – college)
- Compile existing research
- Just coordinate research, don’t do it
- Database of groups that do educational work
- Act as clearinghouse for speakers – speakers bureau
- Help schools create activities for kids
- Take advantage of universities/private organizations that do research
- Educator trainings
- Become reservoir of research
- How is this different from Sustainable Shelby
- Bring youth more into the process
- Facilitate and bring researchers together
- Make education research available to public
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WHAT ELSE?
At the end of the evening, participants were asked to put forward any additional thoughts that the steering committee should include in its development of a strategic plan. This came under the question/heading of “What Else”?
Sample comments from participants:
- Develop specific concrete goals
- Balance between environmental needs and recreational needs
- How is Greening Greater Memphis organized and funded?
- Needs to have political clout
- Who is going to govern Greening Greater Memphis – who is driving
- Tackle lifestyle changes
- Don’t hire too many chiefs
- Define sustainability
- Differentiate Greening Greater Memphis from Sustainable Shelby
- Important to coordinate especially with mayors initiative
- More emphasis on advocacy
- Don’t let the momentum from last year’s meeting slow down
- Don’t try to cover too much ground
- Create a GIS based map of the Memphis region for Green Print
- This survey should go out to the 1000+ participants from initial meeting
- Must include activists and active issues – not enough here
- Prioritize 3 concrete goals for focus
- Advocate for greening issues and move agenda forward
- Should remain separate from government but work with government
- Have a “score card” or some way for students to track, gauge and “show off” the positive impact they are having on the environment