Transcript 2012-April-UW-of-Was.. - United Ways of Washington

Put Some Power Behind Your Words:
United Way Message Platform
Purpose: Share why & how to use the United Way
Message Platform
Process:
• Examine each of the 3 elements of the Message
Platform
• Using discussion & interactive exercises, we will
elevate, reinforce and integrate them thru written &
oral communications
Payoff: Learn to effectively communicate a consistent
and compelling case for United Way’s work
2
United Way Business Framework
Big Ideas :
Measured by :
Values :
Build impact strategies
in education, income,
and health that improve
lives
Lives improved
Outward facing,
engaged with the
community, committed
to community success
Frame strategies as
investment products
Segment and
understand your
markets
Connect investor
aspirations with
need/opportunity
Individuals engaged:
giving, advocating,
volunteering
Investor satisfaction
and confidence
Long-term, sustained
financial growth
Resources under
management
Accountability/
transparency
Operational Excellence
Customer-centered
Inclusiveness
Innovation/continuous
improvement
The Strategy Works:
Message Platform Drives Gains In Public Attitudes
% Trust United Way
69%
Overall
83%
Common Good
84%
2-3 Impact Areas
82%
Live United recall
General Population
Those who believe UW is effective in Advancing the Common Good
Those who believe UW is making a difference in 2-3 impact areas
Those who recall Live United campaign
The Strategy Works:
Message Platform Drives Gains in Engagement Behavior
% Donate
17%
Overall
21%
Common Good
28%
2-3 Impact Areas
35%
Live United recall
General Population
Those who believe UW is effective in Advancing the Common Good
Those who believe UW is making a difference in 2-3 impact areas
Those who recall Live United campaign
A lot of the messaging is around
the results of the annual
campaign and you don’t hear
anything more until the next
campaign. There needs to be
year round messaging to shift the
communities’ perception from
fundraiser to community impact.
Corporate partner
Message Platform
Platform Elements
Positioning
What we
stand for
Goals
What we‘re
trying to
accomplish
Role
How we
do it
United Way advances the common good by
creating opportunities for a better life for all.
Positioning
What we
stand for
Position: Advancing the Common Good
We are interconnected, linked
It matters to me that I live in a good,
healthy community where… the
problems…are being worked on by
community organizations such as
United Way…I have no children but I
support the schools because to me
that's important to a good community
that I want to live in.
San Francisco woman, UW-ACI
Position: Advancing the Common Good
Our Efforts are
About:
Not:
Connectedness
Altruism
Advancing everyone
Doing good for the needy
Interdependence
Charity/hand out
Inclusive
Divisive (haves/have nots)
Advancing the Common Good
Interconnected
Altruistic
• United Way works to advance
the common good.
• United Way helps the poor
in our community.
• …benefits that will ripple out to
the community as a whole.
• …programs and services for
those most in need
• Ensuring society will continue to
progress and our children will
have a better future.
• Helping families get through
these tough economic
times.
• It takes the whole community
working together to reach our
mutual goals.
• People who care should
step up and lend a hand.
Exercise
United Way is looking for good men and
women who care about their community, think
we instead of me, and who are willing to help
their friends and neighbors who are struggling
during these difficult times. Campaign leaders
say they are confident that through the
generosity of new and existing donors, United
Way can raise the money needed to help
people who are struggling and support more
than 300 health and human service programs
that are crucial to the health and stability of
our communities.
Pre Version
I didn’t have anything to cover my doctor
bills or my medications so I was introduced to
the Community Health Connections through
the nurses and the doctors at the Family
Health Center.
If I hadn’t of known about Community Health
Connections and what they could do - I do
not know where I would be at right now, I
really do not. Because there were a lot of
things I was letting go. With me being a heart
patient I am supposed to be checked
regularly…But you know if I couldn’t pay for it
I didn’t want to go!
Post Version
“I learned the hard way a full-time job is no
guarantee of health coverage.” Mercedies
A record number of Battle Creek workers are
unable to afford health care. Today, Mercedies is
finally receiving treatment for long-term health
challenges, due to two United Way partners, the
Family Health Center and Community Health
Care Connections. She is now is in a position to
go back to work and be financially stable.
Poor health influences a person’s ability to work
or pursue an education, and increases health
costs for the community. “Working together, we
can improve health and reach United Way’s
goal of creating financial stability for families,”
said Samantha Pearl, Executive Director of
Community Healthcare Connections.
EXERCISE 2:
Analyze the following workplace flyer. What’s wrong?
Why United Way?
United Way advances the common good by creating opportunities for a
better life for all. Our focus is on education, income and health,
because these are the building blocks for a good quality of life.
Here in Anytown, United Way helps those in need find affordable
housing. One in eight families in Anytown have no real home, moving
from place to place, relying on friends and family for help, or even
living in cars. Families make up half the homeless population. Imagine
if you only had a suitcase of belongings and your family had to live in a
car?
We recruit the people and organizations from all across the community
who bring the passion, expertise and resources needed to get things
done. We invite you to be a part of the change. You can give, you can
advocate and you can volunteer. That’s what it means to Live United .
Our focus is on Education, Income and Health
- the building blocks for a good quality of life.
Positioning
What we
stand for
Goals
What we‘re
trying to
accomplish
Goal: Education, Income, Health
• Clarifies positioning
• Reinforces
interdependence
• High priorities
• Lasting change
The Building Blocks
for a Good Quality of
Life
Lasting
Intertwined
Building Blocks
Essential
Foundation
Those are keys to helping make a
difference in people’s lives...it isn't
just giving money, it is helping
people stand on their own.
Building blocks are typically
critical -- the "foundation" of
something. Quality of life to me,
means independence - in every
sense of the word - and a success
however you choose to define it.
Goal:
Collective Focus
According to the Bureau of Labor Statistics, the 30
fastest-growing occupations include 19 jobs that
require at least a bachelor’s degree…
This points to a troubling future for dropouts as the
reality sets in that at least some post-secondary
education will be a necessity for many of the available
jobs.
This points to a troubling future for our city/state/nation
as the reality sets in that unless we prioritize postsecondary education, we will have an unprepared
workforce and important jobs will go unfilled.
Addressing Basic Needs
Health
Education
Hunger
Clinics
Child care
Violence
Utilities
Financial
Stability
Housing
Job placement
Financial Literacy
Talking in Tough Times
The economic downturn clearly shows how eroding any
of the building blocks of a good life - education, health
or financial stability - can weaken the whole community.
For example, home foreclosures and evictions ripple
throughout local economies.
In the short term, we need to stabilize families by finding
ways for them to stay in their homes, or afford utilities, or
make sure they have enough food.
In the long term, our community will only prosper and
grow if all families are financial stable - that means
getting to work now on more affordable housing options,
good paying jobs…
United Way recruits people and
organizations who bring the passion,
expertise and resources needed to get things
done.
Positioning
What we
stand for
Goals
What we‘re
trying to
accomplish
Role
Role
How we
do it
Our Role:
We don’t want to take all the credit.
But when success happens,
We want people to see
It wouldn’t have happened without us.
We galvanize and connect a diverse set
of individuals and institutions, and
mobilize resources, to create long-term
social change.
Role Language Requirements
Consistent with value proposition
Authentic across local United Ways
Distinguished from Goal
Makes the case for United Way
Doesn’t rely on outcome measurements
Inviting
Connecting
Committing
United Way recruits people and organizations
from all across the community who bring the
passion, expertise and resources we need to
get things done.
United Way recruits people and organizations
from all across the community who bring the
passion, expertise and resources we need to
get things done.
“Recruit” - UW is looking for the best and most committed; inviting your
help.
They recruited you, they have their eye on you as a person who
could help fix this problem - personally asked you to get involved.
“Passion” - connects emotionally, about more than $.
You have to be passionate, if you are not you won’t do it for the
long term.
“Expertise” - UW has connections.
Every community has those key people. UW knows who those
people are and can get them to act.
“Get things done”- about problem-solving, not process.
It really is about accomplishing things together...not giving money
to an agency and helping them meet financial goals...but to
accomplish big goals.
Adapting for Stakeholders
Unique & Enviable Characteristic:
• United Way’s local/national/global reach
• Take corporate efforts to scale
• Leverage foundation resources
Portray the Role - Invite and Commit
An explicit ask matters
Join us
Suggests ways to engage to reinforce “more than
fundraising”
Give. Advocate. Volunteer.
United Way advances the
common good by creating
opportunities for a better
life for all.
Our focus is on education,
income and health—the
building blocks for a good
quality of life.
YOUR TOPIC
United Way recruits
people and organizations
who bring the passion,
expertise and resources
needed to get things done.
We invite you to join us. You
can give, you can advocate
and you can volunteer.
That’s what it means to
LIVE UNITED.
United Way advances the
common good by creating
opportunities for a better
life for all.
Our focus is on education,
income and health—the
building blocks for a good
quality of life. Here’s how our
goals are the same…
Stakeholder
United Way recruits
people and organizations
who bring the passion,
expertise and resources
needed to get things done.
We are uniquely able to
leverage/bring to scale…
You are essential to success
because… We invite you to
join us. You can give, you
can advocate and you can
volunteer.
That’s what it means to
LIVE UNITED.
Exercise: Cocktail Party
You are at a cocktail party and unexpectedly
find yourself in a one-on-one conversation
with an Executive Vice President of a
company you’ve wanted to interest in
partnering with United Way. He says, “What
kind of work do you do at United Way?” How
do you respond?
Message Platform Training Options
Register on United Way Online
1. Two Day On Site Custom Training Session:
Keyword phrase: Effectively Describing Your Work
2. Virtual Trainer: Register on United Way Online
Keyword phrase: virtual trainer message course
Additional Resources
Live United Message Platform Workbook (the black
book)
http://online.unitedway.org/site/uwaservices/brand/ass
ets/liveunited/documents/BL-0811-MessagePlatform_lores.pdf
Additional Resources
http://online.unitedway.org/site/uwaservices/brand/live
united/overview/messageStrategy.cfm