2016

Sutherland Institute
Year in Review
 PS
CS

TL

Bun
ker H
ill
 CONTENTS
Letter From the President 5
What They Are Saying 6
The Sutherland Vision: A New Birth of Freedom 8
Boston to Philadelphia 9
The Sutherland Difference 10
Influence Through Thought Leadership 11
Influence Through Effective Policy Solutions 12
Influence Through Compelling Communications 14
Case Study: The Bears Ears 16
Why It Matters 18
A New Birth of Freedom 19
 Sutherland Institute President Boyd Matheson addresses members of the media during a press conference in front of the U.S. Capitol
in September 2016. Sutherland brought together San Juan County Navajos, Utahs federal delegation and Gov. Gary Herbert to draw
attention to the drowned out voices opposing Pres. Obamas imminent unilateral national monument designation of the Bears Ears.

From left to right: Sen. Mike Lee, Rep. Rob Bishop, Rep. Chris Stewart, Rep. Mia Love, Gov. Gary Herbert, Sutherland President
Boyd Matheson, Sen. Orrin Hatch (behind Matheson), Danielle Shirley and Lewis Singer

4 2016 Sut her l and Inst it ut e | Year in Re v ie w

Letter From the President
Sutherland Institute has a rich history as a champion
and defender of conservative principles and policies. This
institution has become known as the idea factory for policy entrepre-
neurs, the launching pad for thought leadership and the guardian for
timeless principles.
Within these pages you will begin to get a sense of what a next
generation think tank is and what it can do. Sutherland is demon-
strating how to deliver a communication strategy that is as strong
and robust as our policy strategy. Cutting-edge communication
and effective policy, based on empowering principles, are necessary
to change hearts and minds and foster stronger communities and a
better country.
The American people are tired of the loud and strident voices on
both ends of the political spectrum dominating the conversation
and preventing the kind of elevated dialogue that leads to real
solutions. Sutherland Institute will continue to convene thought
leaders to promote a vibrant and thought-provoking marketplace
of ideas, principles and public policies that will set the standard for
the nation.
At Gettysburg, Abraham Lincoln recognized that that those he
honored had already done their part and passed their test. He knew
the real question was whether each of us would be highly resolved
to do our individual duty.
Most of Lincolns address is actually directed to the future to us.
In the crescendo and cadence of freedom he called on our better
angels, saying it is for us the living, that we be here dedicated,
That we take increased devotion and above all, that we here
highly resolve!
And to what end should we, today, be so dedicated?
A New Birth of Freedom!
I invite you to join all of us at Sutherland Institute as we pursue
and create a new birth of freedom for our nation.
All the best,
Boyd C. Matheson
President
Sutherland Institute
5
 The Sutherland Vision: proven principles and effective policies. At the same time, we
will provide a window in for all to see a Philadelphia Vision
A New Birth of Freedom in action.

2016 was a momentous year in the 21-year history of

Sutherland as the Institute welcomed new presi- Mission
dent Boyd Matheson. Guided by the vision of Sutherland Sutherland Institute is pursuing the path to A New Birth of
founder Gaylord Swim, Boyd and the staff are energetically Freedom for America through a free market economy, civil
pursuing A New Birth of Freedom for Utah and the country. society and community-driven solutions.

Vision Thought leadership, compelling research and strategic com-

The Sutherland Dream is to promote principled patterns for munication will enable Sutherland Institute to passionately

governing and implement public policies that will be the envy promote and defend:

of, and set a standard for, the nation. Empowering Principles

Elevated Dialogue
From Utahs laboratory of democracy, Sutherland Institute Enlightened Public Policy
will sound the certain trumpet out to the country: the call of Engaged Citizens

8 2016 Sut her l and Inst it ut e | Year in Re v ie w

Boston to Philadelphia
The original Boston Tea Party was really nothing more than a
protest against the kind of government the colonists did not
want. (A big oppressive government that taxed them too much, regulated
too aggressively, and was much too intrusive in their lives. Sound familiar?)
So they protested.

But had those early patriots stopped at just protesting against the kind of
government they did not want, the Boston Tea Party would not have been
even a footnote in history. It would have been just one more angry mob
protesting against a big oppressive government.

Fortunately for all of us, the founders of this nation pressed forward from
Boston and their protest against the government they didnt want all the
way to Philadelphia, where in 1787 they created, in the Constitution, the kind
of government they did want.

We have had a lot of Boston battles over the past eight years. But if we as
conservatives do not have a Philadelphia vision we wont even make it as a
footnote in history!

To be clear, Sutherland Institute will never back down from a Boston

moment and we will never stop rallying the American people to fight
those battles. But it is equally important to keep our eyes in the direction of
Philadelphia, and on the principles and policies that will lead us ultimately
to the kind of government we do want.

9
 The Sutherland Difference
EXPERIENCE: Sutherland has experienced the art and war of policy
and politics in some of the highest-stakes battles in the U.S. Senate
and in the most remote corners of some of Americas poorest coun-
ties. Our staff has decades of experience in results-driven strategic
communications, strategy, messaging and storytelling. For years our
staff has researched, analysed and proposed effective policy solutions
to a host of difficult issues. Rather than shy away from these chal-
lenges, Sutherland has been in the middle of issues like immigration,
Medicaid, religious freedom, education, public lands, poverty and
criminal justice reform.
NETWORK: A critical component of our effectiveness, Sutherlands
network of elected officials, influencers and community leaders
extends across the country. As trusted advisers, thought leaders and
Located in the heart of Salt Lake City, Sutherland Institute plays a vital role as a convener and a thought
leader that delivers real solutions for policymakers, politicians and Americans in Utah and across the country.
10 2016 Sut her l and Inst it ut e | Year in Re v ie w
analysts, our ability to reach and communicate with those who have
the authority and capacity to drive change greatly accelerates the
immediacy and pace of our impact.
COMPELLING CONTENT: Our original thinking appears in op-eds,
with a beautiful view of the state Capitol to the north.
Sutherland offices in downtown Salt Lake City
blogs, TV, news articles, videos and social media seen across the
country. We take difficult issues and concepts and distill them into
communications products that resonate with their target audience,
whether that be elected officials, media, community groups, or citi-
zens who need to be engaged on an issue.
A New Birth of Freedom requires a next-generation think tank. In
the following pages, you will see how we put our experience, network
and content to work in three essential areas: (1) thought leadership,
(2) effective policy solutions, and (3) communications. And were just
getting started.
 TL

Influence Through Thought Leadership

By leveraging social media platforms, our website, email, and local and nation-
al media, Sutherland staff are able to greatly magnify the reach and impact
of their insights and analysis. Whether its one key elected official in a one-on-one
meeting, or one million views online, our ideas and analysis are shaping the discussion and
driving toward effective solutions.

For example, as a guest radio host, Sutherland president Boyd Matheson had the opportuni-
ty to interview some of the countrys most prominent leaders and thinkers during 2016.

Mike Pence, as candidate for U.S. vice president Sen. Mike Lee, Utah
Arthur Brooks, President, AEI Jeffrey Rosen, National Constitution Center
Dr. Larry Arnn, President, Hillsdale College Andrew Coffin, Reagan Ranch
Scott Rasmussen, best-selling author David Bob, Bill of Rights Center
Utah Gov. Gary Herbert Joseph Grinney, best-selling author
Rep. Dave Brat, Virginia Jim DeMint, The Heritage Foundation
Rep. Raul Labrador, Idaho David Barton, author and historian
Rep. Mia Love, Utah Yuval Levin, National Affairs
Rep. Chris Stewart, Utah

(Top-Bottom) Derek
Monson with Doug
Fabrizio; Boyd Matheson
with Neil Cavuto; Matt
Anderson with Fox 13;
Christine Cooke with Rod
Arquette; Boyd Matheson
with Mike Pence
11
 Influence Through Protected Utahs most vulnerable through Medicaid compromise that
provides services to those most in need while protecting Utah taxpayers
Effective Policy Solutions by not fully expanding Medicaid under Obamacare

The Sutherland policy team is respected for its expertise and the innovative Defeated efforts to bring legalized marijuana and assisted suicide to

solutions it applies to challenging issues. In 2016, Sutherland policy experts Utah

provided analysis and answers across a range of areas, including education, Helped defeat a proposal that would have created hundreds of millions

public lands, religious freedom, economics and health care. in future unfunded liabilities to be borne by taxpayers by making it
easier for retired state employees to double dip
Supported disruptive innovations in public education, including compe-
Some of our 2016 policy victories include:
tency-based education and partisan state school board elections
Enacted important health care reforms that encourage voluntary health
care services from doctors

PS

12 2016 Sut her l and Inst it ut e | Year in Re v ie w

 Helped families on welfare gain access to Left: Christine Cooke
self-reliance training that will help to break the addresses a legsilative
cycle of intergenerational poverty committee. Bottom, left
to right: Matt Anderson
Encouraged state control of public lands
visits with Gov. Gary
through laws that fund a lawsuit against the Herbert; Stan Rasmussen
federal government and set state land manage- delivers testimony to a
ment priorities legislative committee;
Decreased the size of the Bears Ears Nation- Derek Monson shares
analysis with local
al Monument by 550,000 acres through our
media; Boyd Matheson
campaign that helped turn the monument into co-moderates a debate
a national issue between candidates for
Utah governor.

13
 Influence Through Compelling Communications
Ideas, to have any power, must be powerfully articulated and broadly disseminated. This is one key component of what sets Sutherland
apart. We create messages that resonate deeply. And we reach people where they are: Facebook, Twitter, TV, radio, newspapers, in a blog, at
the Capitol, and in the mail.

Among many other outlets, in 2016 Sutherland appeared in the BBC, The Washington Post, Fox News, Reuters, The Associated Press, Los Angeles
Times, BuzzFeed, The Federalist, The Huffington Post, Yahoo! News, Daily Caller, NPR, The Daily Signal, The Salt Lake Tribune, Deseret News,
KSL-TV, KUER, KUTV Channel 2, ABC 4, Fox 13, and KSL Radio.
2016 MEDIA BY THE NUMBERS
$14 M

$12 M

$10 M

5.2 1.7
$8 M

MILLION

MILLION
$6 M

(People reached on Facebook) (People reached on Twitter) $4 M

1.3 32%
$2 M 2016
AD VALUE
MILLION

$0 M

Oct - Dec 2015

Jan - Mar 2016

Apr - Jun 2016

July - Sep 2016

Oct - Dec 2016

(Video views on Facebook) (Increase in Twitter followers)

Sutherland 2016 Media Interviews

14 2016 Sut her l and Inst it ut e | Year in Re v ie w

 CS

Case Study: Throughout the summer

and fall of 2016, Sutherland part-
nered with several education groups to
promote and host school board candi-
date debates for both the primary and
general elections.

These debates generated extensive

coverage in local media and provided
Sutherlands education analyst, Chris-
1,800
1,600 tine Cooke, the opportunity to drive the
1,400 narrative as a moderator during several
1,200 of the debates.
1,000
800
Sutherland also conducted candidate
600
400 surveys and provided these and other
200
2016 resources to citizens looking to make
0
MEDIA HITS
informed decisions about their school
Oct - Dec 2015

Jan - Mar 2016

Apr - Jun 2016

July - Sep 2016

Oct - Dec 2016

board candidates. This resulted in 53,500

page views on Sutherlands website.

15
 Case Study:
The Bears Ears
In the spring of 2016, the dominant narra-
tive surrounding the proposed 1.9 million
acre Bears Ears National Monument in
southeastern Utah was that virtually
nobody opposed it. Native American groups were
understood to support it. Environmental groups
were pushing polls and commentary purporting
to show widespread support. Federal government
officials were in favor of it.
It was into this environment that Sutherland
stepped when we began our policy and marketing
16 2016 Sut her l and Inst it ut e | Year in Re v ie w
push to oppose the monument. In reality, there
were Native American groups who actually used
the Bears Ears region for firewood, hunting and
ceremonies that were not in favor of the monu-
ment, but their voices were being drowned out.
Our team went to San Juan County, where the pro-
posed monument was located, to interview mem-
bers of the various tribes opposing the monument.
We also found small business owners, parents and
education officials who did not want the executive
branch to abuse the Antiquities Act by locking
away enormous tracts of land. Such a move would
devastate the local economy and force residents to
leave the county.
 ON SOCIAL MEDIA
Matthew Anderson, Sutherlands public lands and posts, policy papers and gave dozens of inter-

federalism policy analyst, produced op-eds, blog views to both local and national media, including
Our Bears Ears memes, posts and 16 videos garnered:

4+
NPR, BuzzFeed, The Daily Signal, The Blaze,
Daily Caller, The Salt Lake Tribune, Deseret

MILLION
News, The Doug Wright Show and The Rod
Arquette Show.
(People reached)

1.2+
In large part due to our efforts, the public percep-

MILLION
tion and narrative shifted to oppose the monument.
All city, county and state officials representing San
Juan County opposed the monument. The entire
Utah federal delegation and Gov. Gary Herbert
(Video views)

94,000
spoke out against the monument and are now
working to limit the future impact of the Antiqui-
ties Act through state and federal legislation.

(People engaged on Facebook alone)

Instead of designating 1.9 million acres, President
Obama ultimately created the Bears Ears National
Monument out of 1.35 million acres. With the new
administration and committed elected officials,
we believe that designation will be overturned or
reduced, and we have a grassroots groundswell to
support elected officials in their efforts to rein in
overreaching federal actions.

In the top two images above, San Juan

County residents share their concerns in videos
produced by Sutherland. In the bottom image,
Boyd Matheson and Matt Anderson visit
with KSL Radios Doug Wright.
17
 Why It Matters
The course of human history is almost always shaped by small, dedicated groups
relentlessly pursuing worthy causes. The battle of ideas is real, as are the consequences.
Law, media, culture and education are all fronts in this battle, and Sutherland Institute ef-
fectively engages in each of these as we fight to win the hearts and minds of elected officials,
community leaders and Americans across this great nation. As youve seen, we do this through
wide-reaching thought leadership, sound policy and effective communications

We ask you to join us as we pursue A New Birth of Freedom for our neighbors, communities
and country. Our blessings are too great, our heritage too precious, to attempt anything less.

18 2016 Sut her l and Inst it ut e | Year in Re v ie w

A New Birth of Freedom
They didnt have to, you know.
That Revolution declaring all men are created equal.
With law for the people, by the people and of the people
With freedom to speak and sing and write without fear
Freedom to believe, to pursue our dreams with small steps or giant leaps
They didnt have to do that.
But they did.
And we took it, we the tired, the poor, the huddled masses yearning to breathe free
And we breathed.
We ran, daring to scale the greatest heights of human achievement.
This is who we are.
This land.
This people.
We stumble, yes.
But we get up to give our children and their children this gift, this happiness
This new birth of freedom.

By David Buer
Sutherland Institute Communications Director
15 W. South Temple, Suite 200
Salt Lake City, UT 84101
801-355-1272
SutherlandInstitute.org