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Empowering Farmers and Ranchers

The Farm Credit Council reinvented its advocacy program in 2018, ahead of the last Farm Bill debate. The group’s mission was to educate lawmakers about the legislation, protect components such as crop insurance and push the bill toward passage. The advocacy program, powered by Phone2Action’s text messaging capabilities, had an immediate impact. “We saw a lot of new threats to crop insurance and, whether it's in a committee or on the floor during debate, they come up quickly,” Hayes said. “Having a tool to text our advocates, knowing it will reach our folks instantly helps increase our timeliness and effectiveness.” Text works especially well for the Farm Credit Council because of the nature of their audience. Many of their advocates are on the road, visiting and meeting with their customers on farms and ranches across the country. “Farm Credit customers are farmers and ranchers,” Hayes said.  “They're out in the field a lot. They're in their tractors. And they always have their phones, so wherever they are, they have the ability to share their opinions with Congress.” [post_title] => How Farm Credit Empowers Rural Constituents With Text Messaging [post_excerpt] => [post_status] => publish [comment_status] => closed [ping_status] => closed [post_password] => [post_name] => farm-credit-text-messaging [to_ping] => [pinged] => [post_modified] => 2023-09-19 16:55:19 [post_modified_gmt] => 2023-09-19 16:55:19 [post_content_filtered] => [post_parent] => 0 [guid] => https://marketing-staging.quorum.us/?post_type=resources&p=10855 [menu_order] => 0 [post_type] => resources [post_mime_type] => [comment_count] => 0 [filter] => raw ) [queried_object_id] => 10855 [request] => SELECT wp_posts.* FROM wp_posts WHERE 1=1 AND wp_posts.post_name = 'farm-credit-text-messaging' AND wp_posts.post_type = 'resources' ORDER BY wp_posts.post_date DESC [posts] => Array ( [0] => WP_Post Object ( [ID] => 10855 [post_author] => 43 [post_date] => 2023-09-19 16:55:19 [post_date_gmt] => 2023-09-19 16:55:19 [post_content] => Few bills have a more direct impact on rural communities than the Agricultural Improvement Act. Passed every five years, the “Farm Bill,” as it is known, regulates everything from food assistance and land conservation to lending and crop insurance. The last Farm Bill contained $867 billion in spending, more than the annual GDP of many developed countries. Few know the importance of the Farm Bill better than the Farm Credit Council, an association that represents the Farm Credit System, a nationwide network of cooperative lenders providing financial services to farmers and ranchers in every state. Together, these lenders have more than 600,000 customers and more than $370 billion in loans. “When we look at our legislative agenda, the Farm Bill is the top priority for us,” said Mark Hayes, vice president for communications at the Farm Credit Council (FCC). “As we look at opportunities and threats to agriculture, most of them come during the Farm Bill debate.” So it is no surprise that, as Congress prepares to take up the Farm Bill again this year, FCC is ready, armed tens of thousands grassroots advocates, a Phone2Action text messaging system, and a plan to carry the voice of real farmers and ranchers to lawmakers. “Real, effected constituents have so much more impact,” Hayes said.  “It’s not a trade association or a financial organization or a bank telling lawmakers, it's a farmer or rancher saying, ‘Hey, I rely on Farm Credit every year to get back out in the field.’”

Empowering Farmers and Ranchers

The Farm Credit Council reinvented its advocacy program in 2018, ahead of the last Farm Bill debate. The group’s mission was to educate lawmakers about the legislation, protect components such as crop insurance and push the bill toward passage. The advocacy program, powered by Phone2Action’s text messaging capabilities, had an immediate impact. “We saw a lot of new threats to crop insurance and, whether it's in a committee or on the floor during debate, they come up quickly,” Hayes said. “Having a tool to text our advocates, knowing it will reach our folks instantly helps increase our timeliness and effectiveness.” Text works especially well for the Farm Credit Council because of the nature of their audience. Many of their advocates are on the road, visiting and meeting with their customers on farms and ranches across the country. “Farm Credit customers are farmers and ranchers,” Hayes said.  “They're out in the field a lot. They're in their tractors. And they always have their phones, so wherever they are, they have the ability to share their opinions with Congress.” [post_title] => How Farm Credit Empowers Rural Constituents With Text Messaging [post_excerpt] => [post_status] => publish [comment_status] => closed [ping_status] => closed [post_password] => [post_name] => farm-credit-text-messaging [to_ping] => [pinged] => [post_modified] => 2023-09-19 16:55:19 [post_modified_gmt] => 2023-09-19 16:55:19 [post_content_filtered] => [post_parent] => 0 [guid] => https://marketing-staging.quorum.us/?post_type=resources&p=10855 [menu_order] => 0 [post_type] => resources [post_mime_type] => [comment_count] => 0 [filter] => raw ) ) [post_count] => 1 [current_post] => -1 [before_loop] => 1 [in_the_loop] => [post] => WP_Post Object ( [ID] => 10855 [post_author] => 43 [post_date] => 2023-09-19 16:55:19 [post_date_gmt] => 2023-09-19 16:55:19 [post_content] => Few bills have a more direct impact on rural communities than the Agricultural Improvement Act. Passed every five years, the “Farm Bill,” as it is known, regulates everything from food assistance and land conservation to lending and crop insurance. The last Farm Bill contained $867 billion in spending, more than the annual GDP of many developed countries. Few know the importance of the Farm Bill better than the Farm Credit Council, an association that represents the Farm Credit System, a nationwide network of cooperative lenders providing financial services to farmers and ranchers in every state. Together, these lenders have more than 600,000 customers and more than $370 billion in loans. “When we look at our legislative agenda, the Farm Bill is the top priority for us,” said Mark Hayes, vice president for communications at the Farm Credit Council (FCC). “As we look at opportunities and threats to agriculture, most of them come during the Farm Bill debate.” So it is no surprise that, as Congress prepares to take up the Farm Bill again this year, FCC is ready, armed tens of thousands grassroots advocates, a Phone2Action text messaging system, and a plan to carry the voice of real farmers and ranchers to lawmakers. “Real, effected constituents have so much more impact,” Hayes said.  “It’s not a trade association or a financial organization or a bank telling lawmakers, it's a farmer or rancher saying, ‘Hey, I rely on Farm Credit every year to get back out in the field.’”

Empowering Farmers and Ranchers

The Farm Credit Council reinvented its advocacy program in 2018, ahead of the last Farm Bill debate. The group’s mission was to educate lawmakers about the legislation, protect components such as crop insurance and push the bill toward passage. The advocacy program, powered by Phone2Action’s text messaging capabilities, had an immediate impact. “We saw a lot of new threats to crop insurance and, whether it's in a committee or on the floor during debate, they come up quickly,” Hayes said. “Having a tool to text our advocates, knowing it will reach our folks instantly helps increase our timeliness and effectiveness.” Text works especially well for the Farm Credit Council because of the nature of their audience. Many of their advocates are on the road, visiting and meeting with their customers on farms and ranches across the country. “Farm Credit customers are farmers and ranchers,” Hayes said.  “They're out in the field a lot. They're in their tractors. And they always have their phones, so wherever they are, they have the ability to share their opinions with Congress.” [post_title] => How Farm Credit Empowers Rural Constituents With Text Messaging [post_excerpt] => [post_status] => publish [comment_status] => closed [ping_status] => closed [post_password] => [post_name] => farm-credit-text-messaging [to_ping] => [pinged] => [post_modified] => 2023-09-19 16:55:19 [post_modified_gmt] => 2023-09-19 16:55:19 [post_content_filtered] => [post_parent] => 0 [guid] => https://marketing-staging.quorum.us/?post_type=resources&p=10855 [menu_order] => 0 [post_type] => resources [post_mime_type] => [comment_count] => 0 [filter] => raw ) [comment_count] => 0 [current_comment] => -1 [found_posts] => 1 [max_num_pages] => 0 [max_num_comment_pages] => 0 [is_single] => 1 [is_preview] => [is_page] => [is_archive] => [is_date] => [is_year] => [is_month] => [is_day] => [is_time] => [is_author] => [is_category] => [is_tag] => [is_tax] => [is_search] => [is_feed] => [is_comment_feed] => [is_trackback] => [is_home] => [is_privacy_policy] => [is_404] => [is_embed] => [is_paged] => [is_admin] => [is_attachment] => [is_singular] => 1 [is_robots] => [is_favicon] => [is_posts_page] => [is_post_type_archive] => [query_vars_hash:WP_Query:private] => 975a81ac3d751320e35d508386f49072 [query_vars_changed:WP_Query:private] => [thumbnails_cached] => [allow_query_attachment_by_filename:protected] => [stopwords:WP_Query:private] => [compat_fields:WP_Query:private] => Array ( [0] => query_vars_hash [1] => query_vars_changed ) [compat_methods:WP_Query:private] => Array ( [0] => init_query_flags [1] => parse_tax_query ) )
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Case Study

How Farm Credit Empowers Rural Constituents With Text Messaging

How Farm Credit Empowers Rural Constituents With Text Messaging

Few bills have a more direct impact on rural communities than the Agricultural Improvement Act. Passed every five years, the “Farm Bill,” as it is known, regulates everything from food assistance and land conservation to lending and crop insurance. The last Farm Bill contained $867 billion in spending, more than the annual GDP of many developed countries.

Few know the importance of the Farm Bill better than the Farm Credit Council, an association that represents the Farm Credit System, a nationwide network of cooperative lenders providing financial services to farmers and ranchers in every state. Together, these lenders have more than 600,000 customers and more than $370 billion in loans.

“When we look at our legislative agenda, the Farm Bill is the top priority for us,” said Mark Hayes, vice president for communications at the Farm Credit Council (FCC). “As we look at opportunities and threats to agriculture, most of them come during the Farm Bill debate.”

So it is no surprise that, as Congress prepares to take up the Farm Bill again this year, FCC is ready, armed tens of thousands grassroots advocates, a Phone2Action text messaging system, and a plan to carry the voice of real farmers and ranchers to lawmakers.

“Real, effected constituents have so much more impact,” Hayes said.  “It’s not a trade association or a financial organization or a bank telling lawmakers, it’s a farmer or rancher saying, ‘Hey, I rely on Farm Credit every year to get back out in the field.’”

Empowering Farmers and Ranchers

The Farm Credit Council reinvented its advocacy program in 2018, ahead of the last Farm Bill debate. The group’s mission was to educate lawmakers about the legislation, protect components such as crop insurance and push the bill toward passage. The advocacy program, powered by Phone2Action’s text messaging capabilities, had an immediate impact.

“We saw a lot of new threats to crop insurance and, whether it’s in a committee or on the floor during debate, they come up quickly,” Hayes said. “Having a tool to text our advocates, knowing it will reach our folks instantly helps increase our timeliness and effectiveness.”

Text works especially well for the Farm Credit Council because of the nature of their audience. Many of their advocates are on the road, visiting and meeting with their customers on farms and ranches across the country.

“Farm Credit customers are farmers and ranchers,” Hayes said.  “They’re out in the field a lot. They’re in their tractors. And they always have their phones, so wherever they are, they have the ability to share their opinions with Congress.”

Having a tool to text our advocates, knowing it will reach our folks instantly helps increase our timeliness and effectiveness.
Mark Hayes, Vice President for Communications, Farm Credit Council

Growing Agriculture’s Grassroots

The organization did not stop after the last Farm Bill passed, five years ago. It put serious effort into growing its list of advocates. One potent strategy was to partner with its member organizations to increase its audience, often using Phone2Action’s email and text capabilities, along with short codes and keywords (e.g., text ABC to 12345) to get the job done.

The Farm Credit Council’s members are financial cooperatives that serve rural communities. They finance farmers and ranchers, rural home buyers, as well as rural infrastructure projects such as hospitals, clinics, and senior living facilities. These members have customers that are businesses in these communities, many of which are directly impacted by agriculture policies set in Washington. These customers were a natural fit for the advocacy program. The Farm Credit Council partnered with its members to recruit at community events.

They held drawings for those who signed up, giving away Yeti coolers, gift cards and other prizes. They also kept requests simple.

“We don’t necessarily have them send a letter to a member of Congress as a first step,” Hayes said. “We aim to keep the ask simple, with a sign-up campaign. Filling out the form or texting a specific keyword enters that advocate into the drawing for the giveaway.”

In states where the program was embraced, thousands of advocates signed up across many different events.

“Our members gather people 20, 50, and 100 at a time through these different customer and employee events all across our membership,” Hayes said. “It’s a true grassroots approach.”

Ready for This Year’s Bill

The current Farm Bill will expire in late 2023 and Congress will be tasked with approving another five-year authorization. Again, the Farm Credit Council will be active in pushing the bill forward. In addition to crop insurance, it will also ask Congress to increase limits on agricultural loans administered by the Farm Service Agency, an organization within the U.S Department of Agriculture.

“Agriculture is incredibly capital intensive,” Hayes said. “It is expensive, and FSA loan limits do not reflect what it takes to get started. This is something where the entire lending community has come together because it’s so important. We’re talking about it and asking our advocates to take action.”

Farm Credit will use tools like texting to connect farmers and ranchers with lawmakers in their districts to communicate personal stories. “They need to hear from their constituents,” Hayes said, “it’s a powerful tool.”