This presentation will discuss the innovative Shoreline Incentive Program (SIP) in Burnett County, Wisconsin, which encourages preservation and restoration of natural shorelines. The SIP provides incentives to encourage restoring or preserving natural shorelines, and has enrolled over 750 parcels since it began in 2000. Owners of these parcels receive an annual payment in return for ensuring permanent protection of the shoreline. Incentives provided for each parcel enrolled in the SIP include an annual payment of $50, an initial enrollment payment of $250, a free site visit by a natural landscape expert, planting plans to restore a natural shoreline, payments that cover 70% of the initial cost of plants and materials, an exclusive SIP shirt or cap, and an optional sign to display at the water’s edge. This presentation will discuss the creation, implementation results, and challenges of running the SIP.