How Listening to the Community Propelled Urban Ecology Center’s Vision
When the Urban Ecology Center (UEC) opened its brand new Washington Park branch after years of planning and relationship-building, more than 1,200 neighbors flooded in—triple the number expected! It was a day of celebration, but also a testament to what happens when a nonprofit listens deeply to its community, adapts with humility, and builds bold dreams together.
For us at DBD Group, the journey with UEC has been a masterclass in partnership and building trust. The real magic of this campaign wasn’t just in the millions of dollars raised, but in the community that came together to create an environment everyone could celebrate and enjoy.
Urban Ecology Center
Urban Ecology Center is a Milwaukee-based nonprofit dedicated to connecting people in cities to nature and each other. With three branches in distinct neighborhoods, UEC’s mission is lived out every day through hands-on environmental education, land stewardship, and open-door community spaces. Everyone is welcome (and no membership card is required!).
As Jen Hense, UEC’s Executive Director, shares, “When you walk in, no one is checking a card, no one is asking for your membership or a fee. It’s free to the community. They can come in, hang out, enjoy the space in our lobbies, look at the animals, and figure out what they want to do for the day out in the park. We are a place where people will come together.”
Background: Why Their Work Matters
UEC’s impact is about more than green spaces—it’s about equity, health, and belonging. Through programs like the Neighborhood Environmental Education Project (NEEP), UEC brings thousands of Milwaukee children, including many from underserved neighborhoods, into nature for regular, immersive experiences.
“Our parks really become their place,” said Jen. “For a lot of our kids, a park may not have been a place that felt safe or for them in the past. Now, they have a space for ownership, safety, and wonder.” The ripple effect ultimately increases academic achievement and a stronger sense of community identity.
Before Working With DBD Group: Seeking Clarity and Confidence
In 2019, UEC was dreaming big: reimagining their parks, launching new facilities, and ensuring long-term sustainability. But with an aging facility, complex land agreements, and a leadership transition, the path forward was unclear.
Jen recalls, “We had a lot of hopes, dreams, and ideas. What we were looking for was really how best to go out to our community to
share some of those ideas, to get a gauge of what kind of interest there might be in the different projects, and really how to move forward in the best way to set ourselves up for success in that journey.”
Having worked with some of us before at the YMCA, Jen knew she wanted a partner, not just a consultant. “We were excited about the idea that DBD was going to collaborate with us. It wasn’t a cookie-cutter approach. We felt heard and supported every step of the way.”
Ultimate Goal: Building for Today and Tomorrow
UEC’s ambitions were threefold:
- Transform Washington Park with a new, welcoming facility
- Launch a revenue-generating event space to support mission-driven programs
- Grow the endowment and ensure financial sustainability
But as Jen and her team discovered, the real goal was much deeper: it was about what would happen inside those spaces. It was about the kids who would come into the center, the families who would grow there together, and the neighbors who would find belonging and joy.
Recommended Solution: Co-Creating the Path Forward
We recommended a collaborative, participatory approach designed to empower UEC’s team and honor the voices of their stakeholders. Our solution began with a feasibility study, but not your typical consultant-driven, behind-the-scenes assessment. Instead, we proposed a process built on open conversations with donors, community members, and organizational leaders, with UEC’s team present and engaged every step of the way.
As Sara Luke from DBD Group describes, “We helped them build the case, recruit the right leaders, and identify prospects. Then we worked together to develop a strategy for each prospect to raise the money. In the end, we helped them get part of the way there, and they were doing so great, they did the rest!”
Our recommendations included:
- Clarifying the Case for Support: We worked closely with Jen and her team to ensure campaign messaging was compelling and ready for tough questions. Jen shared, “DBD helped us to clarify and be more succinct, making sure that when we were sitting in front of someone, that we were very clear about what we were looking for—that our case for support was clear.”
- Engaging Stakeholders Directly: We encouraged UEC to invite feedback and advice from donors and community members, using project cards to represent each campaign component. This approach allowed donors to physically move and prioritize ideas, surfacing what truly resonated with the community.
- Building the Right Leadership Team: We guided UEC in identifying and recruiting a leadership cabinet that reflected the organization’s values and had the influence to drive the campaign forward, emphasizing accountability, structure, and flexibility.
- Developing a Prospect Strategy: We helped UEC identify key prospects, understand their motivations, and tailor engagement strategies for each relationship.
- Providing Ongoing Support and Accountability: Through regular check-ins and open communication, we offered encouragement, advice, and accountability, ensuring the campaign stayed on track and UEC’s team felt supported.
Ultimately, our solution was about empowering UEC to lead with confidence, supported by best practices and a trusted partner at every step.
Process: Partnership in Action (and a Little Fun)
Starting with the feasibility study, we led the team through a process designed to be interactive and engaging. We used Cause CardsTM to present all the campaign ideas—each card representing a potential project or program. During donor meetings, participants would move the cards around, discuss priorities, and show what mattered most to them.
As Jen recalls, “Some people would pick up a card and just hold onto it for a little while. You knew that was their thing, that they were really passionate about this project or idea. Others would set a card at the end of the table, and it was clear they weren’t interested in that aspect.”
This tactile, conversational approach didn’t just help surface donor preferences, it made donors feel like true partners in the process. “It really allowed us to have a conversation with people. I think they really felt like this isn’t a done deal. We’re not just showing up and saying, ‘Here’s what we’re going to do, please give us money.’ It was a partnership.”
Throughout the process, we also helped UEC clarify their leadership structure, understand the steps and investment required, and build a campaign cabinet that worked for their unique team. “The team was really good about saying, the system that works best is the system that will work. So figure out what’s going to work for that team, make sure that they have things that they have to do, ask them to be accountable, but also meet them where they are.”
Our partnership extended beyond strategy and structure as well. It included a bit of fun, too! As Jen prepared to step into the Executive Director role, she joked she’d never wear a pantsuit. “When it was announced I was moving into the role, I got a box from the DBD team—a really hideous, jungle-pattern, gold-striped jogging suit! They said, ‘Maybe this is a better fit.’ It just goes to show that they listened, they know us, and they like to have fun. I actually wore it to my first board meeting to set the stage: it’s going to be a little wacky around here!”
Outcome & ROI: More Than Numbers—A Community Transformed
- $19.5 million raised (104% of goal), including $1.3 million in New Market Tax Credits
- Washington Park’s grand opening welcomed 1,200+ community members (3 times what they expected!), joining the celebration with a sense of pride and ownership
- Environmental education expanded from 13 to 31 schools, with 8,900+ environmental education experiences and 83,000 annual visitors
- Revenue-generating event space built to fund programs directly supporting UEC’s mission for years to come
- Endowment fund grew to ensure UEC’s sustainability for future generations
These numbers only hint at the true impact. It’s not just about the buildings and parks, it’s about the people who will fill those spaces and experience the joy of nature! The new spaces are already buzzing with activity—kids’ boots lined up at the door, families gathering, neighbors activating the space with their own ideas. “People take a lot of pride in being part of these new resources for the neighborhoods.”
Key Learnings & Discoveries
Reflecting on the campaign, there are several learnings and valuable reminders:
- Always Start with Listening: The feasibility study challenged assumptions, leading to a major pivot away from a new preschool building toward partnering with existing childcare centers. “We learned to really ask for advice and take it in, even when it meant letting go of our own ideas.”
- Motivations Are Diverse: Donors’ passions ranged from education to land stewardship to sustainability. Sometimes, the greatest support came from unexpected places.
- Value Process Over Speed: “This takes time. It was tempting to rush, but DBD helped us see the value in building relationships, listening, and circling back. It put us in a great position to make strong asks.”
- Accountability Keeps You Moving Forward: Regular meetings with DBD provided gentle accountability, crucial during a complex campaign and leadership transition.
- Flexibility Wins: DBD’s willingness to meet donors wherever they were, literally and figuratively, created safe spaces for honest feedback. If that meant donor meetings should be in a canoe, we were for it!
- Culture Matters: The jogging suit gift wasn’t just a joke—it was a signal that DBD truly listened, understood UEC’s culture, and celebrated it!
- Success Starts with Humility and Openness: Jen’s advice to others: “Be willing to ask for help, to listen, and to be humble along the way. The feasibility study helped us make strong pivots that ultimately made our campaign more successful.”
Conclusion: The Power of Partnership
Our journey with Urban Ecology Center is a reminder that true impact is measured not just in dollars, but in the lives touched and the communities transformed. As Jen says, “If you are looking for someone who is genuine and authentic and who really cares, they are the people for you. They have the experience, but they also trust you to know your business and your people. It was a great group to work with all along.”
We’re grateful to have played a part in UEC’s story—and to have laughed, listened, and learned together along the way!
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