Case Study > Colorado Coalition of Land Trusts
Bringing an issue to life through personal stories
The Challenge:
Since 2001, Colorado has been lauded for its conservation easement tax credit program, a unique tool that allows private landowners to forfeit the right to sell their land for development in return for a state tax credit. As the 2010 legislative session approached, it became clear that Colorado’s budget crunch would affect many of the tax credits or exemptions offered by the state, including the conservation easement tax credits. Many misperceptions about the tax credits plagued the program and stirred up sentiment that they should be eliminated. Furthermore, many Coloradoans were unaware of how the tax credits helped many struggling families protect Colorado’s diminishing open lands from being forever destroyed by relentless development interests.
As the 2010 Legislative Session approached, it became clear that Colorado’s budget crunch would affect many of the tax credits or exemptions offered by the state, including the conservation easement tax credits. Many misperceptions about the tax credits plagued the program and stirred up sentiment that they should be eliminated. Furthermore, many Coloradoans were unaware of how the tax credits helped many struggling families protect Colorado’s diminishing open lands from being forever destroyed by relentless development interests.
The Solution:
In order to build public sentiment to preserve the tax credit program, it was necessary to combat negative perceptions. To do so, SE2 visited the farms and ranches of seven Colorado landowners, interviewed them, surveyed their land – and recorded our experiences using traditional photography and a Flip video camera—a low-budget, grassroots recorder made especially for web production. Next, we wrote stories about the landowners and what the tax credit program means to them, illustrated them with rustic design, our photos and breathtaking photography donated by renowned Colorado landscape photographer John Fielder. The result was captivating one-page handouts which were circulated among the Colorado Legislature, opinion leaders and the media. In addition to traditional media outreach, we produced Flip videos about each property visit and posted them on the web for integration into a robust social media campaign. Using a multimedia approach, the stories of landowners benefiting from the conservation easement tax credit program came alive to audiences who had never experienced life out on the range.
The Result:
The landowner stories were covered in media outlets across the state, including the Denver Post, the Pueblo Chieftain, multiple local television stations and Colorado Public Radio. The online videos were posted by New Belgium Brewery and state conservation advocacy groups. The printed handouts had a large impact on legislators, and eventually a bill was passed that would keep the conservation easement tax credit program intact by imposing an aggregate cap of $26 million per year for three years.
“...the best at translating complex policy issues. ” - Attorney Carolynne White
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