Communicating Program Success Eva McGann, Presenter

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Communicating Program Success Eva McGann, Presenter

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1. 1 Communicating Program Success Eva McGann, Presenter One of the keys to a successful program is being able to communicate to others, the success that a program has had. This can be difficult for some organizations, because we are so busy doing the actual work, that we don’t take time to let others know about the work we are doing. It is imperative that the word gets out to your community about your program and this workshop will help you to focus on important aspects of communication.One of the keys to a successful program is being able to communicate to others, the success that a program has had. This can be difficult for some organizations, because we are so busy doing the actual work, that we don’t take time to let others know about the work we are doing. It is imperative that the word gets out to your community about your program and this workshop will help you to focus on important aspects of communication.

2. 2 Goal and Objectives of Workshop Goal Build the capacity of participants to develop strategies for communicating program success in order to generate financial, social, and environmental support for a program. Before we get started, I have an activity that I would like for you to take a few minutes to complete. Please go down the list of names on this sheet that I am passing out to you. If you know someone with that last name, give yourself one point. If you know more than one person with that last name you may give yourself a point for each person that you know with that last name. After you have completed this activity, we will move on with the rest of the presentation and come back to this a little bit later.Before we get started, I have an activity that I would like for you to take a few minutes to complete. Please go down the list of names on this sheet that I am passing out to you. If you know someone with that last name, give yourself one point. If you know more than one person with that last name you may give yourself a point for each person that you know with that last name. After you have completed this activity, we will move on with the rest of the presentation and come back to this a little bit later.

3. 3 Goal and Objectives of Workshop Objectives Identify the formula for a success story Apply the criteria for a success story to a program Describe three ways in which success stories can be used Read from slideRead from slide

4. 4 You are all familiar now with this diagram of the Evaluation Framework and we will be focusing on the last step highlighted in red, “Ensure Use and Share Lessons Learned”.You are all familiar now with this diagram of the Evaluation Framework and we will be focusing on the last step highlighted in red, “Ensure Use and Share Lessons Learned”.

5. 5 Purpose of Communicating Impact Concisely and effectively describe a program’s success Generate support for youth development programs that improve the health of young people Communicating Program Impact Through Success Stories, McCarthy, and Beistle The purpose of communicating impact is to concisely and effectively describe a program’s success and to generate support for youth development programs that improve the health of young people. Who in here has been moved by a story before? Many of you have I am sure. Think about a time when you were moved by a story into action and doing something. Think about when you heard a story and told someone else about it. Now think about what you want people to take away from your story. Do you want them to tell someone else and spur them into action too?The purpose of communicating impact is to concisely and effectively describe a program’s success and to generate support for youth development programs that improve the health of young people. Who in here has been moved by a story before? Many of you have I am sure. Think about a time when you were moved by a story into action and doing something. Think about when you heard a story and told someone else about it. Now think about what you want people to take away from your story. Do you want them to tell someone else and spur them into action too?

6. 6 How Can this Benefit your Program? Funders can have a story to share with their board You become an “expert” in your community You can be viewed as a resource in your community When you share your story about your program you are having more of an effect than you will realize. You become the expert in your community. People will now turn to you and ask for your opinion, advice or wisdom on certain issues. The people the help to fund you will now have a story to share with their board members. You can be viewed as the resource in your community.When you share your story about your program you are having more of an effect than you will realize. You become the expert in your community. People will now turn to you and ask for your opinion, advice or wisdom on certain issues. The people the help to fund you will now have a story to share with their board members. You can be viewed as the resource in your community.

7. 7 What is the Goal of your Story? Build a stronger profile in your community Educate community stakeholders Reach parents and youth Guide to Communications and Media Relations, Jeffrey Rosenberg What is your story going to be about and focus on? Do you want to…READ bullets on slide Succeeding as an organization means succeeding as a communicator. Our work can’t be done in a vacuum. We must present oursleves in a public arena if we want to effect change. We often think of ourselves as only abstinence educators or youth service providers and that our work is only with the kids. You have to get out of that mind set and get your program out into the community. This means marketing your program; becoming a sales person. By doing this you will build a stronger profile in your community. For good or for bad, abstinence education is often in the spotlight. We are often under a microscope in regard to the types of programming that we implement. Writing good stories will help you to educate the public about what your program actually does and stands for. Your goal may be to reach parents and youth. There are a variety of ways that this can be accomplished that we will discuss a little later on in the presentation. What is your story going to be about and focus on? Do you want to…READ bullets on slide Succeeding as an organization means succeeding as a communicator. Our work can’t be done in a vacuum. We must present oursleves in a public arena if we want to effect change. We often think of ourselves as only abstinence educators or youth service providers and that our work is only with the kids. You have to get out of that mind set and get your program out into the community. This means marketing your program; becoming a sales person. By doing this you will build a stronger profile in your community. For good or for bad, abstinence education is often in the spotlight. We are often under a microscope in regard to the types of programming that we implement. Writing good stories will help you to educate the public about what your program actually does and stands for. Your goal may be to reach parents and youth. There are a variety of ways that this can be accomplished that we will discuss a little later on in the presentation.

8. 8 What is the Goal of your Story? Strengthen fundraising efforts Increase understanding in your community You may decide that you need to strengthen your fundraising efforts or increase understanding in your community. All of these goals are appropriate – all of them may fit with your organization. But in order to write a good story, you have to decide which of these areas you will focus on. You may decide that you need to strengthen your fundraising efforts or increase understanding in your community. All of these goals are appropriate – all of them may fit with your organization. But in order to write a good story, you have to decide which of these areas you will focus on.

9. 9 What is Success? Dictionary Definition of Success “…the achievement of something planned or attempted…” “The only place where success comes before work is in the dictionary!” Vidal Sassoon So, what is success…how can you determine if your program has been successful? The dictionary defines success as…READ from SLIDE Obviously, you have planned what you will do with your program and carried it out…so you have achieved success. You don’t have to have affected thousands of kids lives before you write a success story. Anytime you achieve something, you need to be writing it up and telling someone. Did you increase your after school program from 10 to 20 kids? Write it up. Did you add another school to your schedule? Write it up! The only place for certain where success comes before work is in the dictionary. This is definitely going to take some work and effort on your part, but by communicating your successes no matter how big or how small, you will in effect grow your program.So, what is success…how can you determine if your program has been successful? The dictionary defines success as…READ from SLIDE Obviously, you have planned what you will do with your program and carried it out…so you have achieved success. You don’t have to have affected thousands of kids lives before you write a success story. Anytime you achieve something, you need to be writing it up and telling someone. Did you increase your after school program from 10 to 20 kids? Write it up. Did you add another school to your schedule? Write it up! The only place for certain where success comes before work is in the dictionary. This is definitely going to take some work and effort on your part, but by communicating your successes no matter how big or how small, you will in effect grow your program.

10. 10 What is a Success Story? Positive change which occurred as a result of the program efforts The change can be: Social – Students remaining abstinent or returning to abstinence Environmental -- School environment increases integrity and character Economic -- Decrease public assistance spent on non-marital births Writing Program Success Stories, Richardson and Corbin So, what you want to do is communicate the positive change which occurred as a result of your programs efforts. This change can be: READ FROM SLIDESo, what you want to do is communicate the positive change which occurred as a result of your programs efforts. This change can be: READ FROM SLIDE

11. 11 Abstinence Makes the Heart Grow Fonder! Title Does the Title Capture the reader’s attention? Avoid Acronyms? Contain a Verb/Action? Appear short and concise? There was an article once about an abstinence program entitled: “Abstinence Makes the Heart Grow Fonder” Do you notice the play on words? This is a catchy title that people will want to read. Make sure that your title does not contain any acronyms. Many program names are often long and wordy and get shortened. You definitely do not want to do this in your title though. If someone doesn’t know what it means, they will often skip right over it and go on to something else that catches their attention. Notice this title: it contains action… “makes the heart grow” – you want to show action in your title…you are doing something… Also keep the title short and concise.There was an article once about an abstinence program entitled: “Abstinence Makes the Heart Grow Fonder” Do you notice the play on words? This is a catchy title that people will want to read. Make sure that your title does not contain any acronyms. Many program names are often long and wordy and get shortened. You definitely do not want to do this in your title though. If someone doesn’t know what it means, they will often skip right over it and go on to something else that catches their attention. Notice this title: it contains action… “makes the heart grow” – you want to show action in your title…you are doing something… Also keep the title short and concise.

12. 12 Formula for a Story PPPP – I – C Problem Program People Partners Impact Conclusion Developing and Communicating Effective Program Success Stories for Enhanced Accountability, John G. Richardson This is a nice formula to help you remember how to write a good story and have all of the items in it that are important. READ FROM SLIDEThis is a nice formula to help you remember how to write a good story and have all of the items in it that are important. READ FROM SLIDE

13. 13 Formula for a Story Continued… Problem Does the problem statement… Have a strong lead sentence? Provide specific information about problem (ex. Rate of teen pregnancy, STDs etc.) The first thing you want to do is come up with a strong lead sentence. For example….During the year 2004 there were X number of births to un-wed teens in ABC county. It gets to the point right away and captures attention. It also provides specific information about a problem. This one of course is about teen pregnancy, but it can be STD’s, violence in school, depression among teens or anything like that. Inadequate or inappropriate statements of the problem can give the reader mistaken impressions as to why the program was undertaken in the first place. You don’t want to convey to people that you were just sitting idly by waiting for a problem to arise… you want to convey that the image that you are educating to prevent these problems from happening. The first thing you want to do is come up with a strong lead sentence. For example….During the year 2004 there were X number of births to un-wed teens in ABC county. It gets to the point right away and captures attention. It also provides specific information about a problem. This one of course is about teen pregnancy, but it can be STD’s, violence in school, depression among teens or anything like that. Inadequate or inappropriate statements of the problem can give the reader mistaken impressions as to why the program was undertaken in the first place. You don’t want to convey to people that you were just sitting idly by waiting for a problem to arise… you want to convey that the image that you are educating to prevent these problems from happening.

14. 14 Formula for a Story Continued… Problem Does the problem statement… Use stats that can be verified? (CDC, NIH) Tie problem to a cost burden? (ex. How much does your school spend to provide pregnant and parenting teens programming?) Continuing on with our problem statement…READ FROM SLIDE… Avoid making sweeping statements that are not supported by evidence. If you have some stats that can be verified, have those handy in case they are asked for. Also, can you tie problem to an associated cost? If it is not about teen pregnancy, maybe you can find out if your local police department is spending more money on juvenile delinquency than ever before…your program may help to ease that burden by providing after-school programming.Continuing on with our problem statement…READ FROM SLIDE… Avoid making sweeping statements that are not supported by evidence. If you have some stats that can be verified, have those handy in case they are asked for. Also, can you tie problem to an associated cost? If it is not about teen pregnancy, maybe you can find out if your local police department is spending more money on juvenile delinquency than ever before…your program may help to ease that burden by providing after-school programming.

15. 15 Formula for a Story Continued… Problem Does the problem statement… Specify the affected population? Provide an emotional hook? Avoid wordiness or passive language? Make a clear concise statement about single issue? Your problem statement should also specify the affected population…is this happening in a certain zip code area…school district or county? Don’t forget about providing an emotional hook too. You can cite some stats about the disadvantages that children born to teen moms will have as they grow…what the poverty rates are for children born to teen moms; the emotional disadvantages that children without a father in the home can be an emotional hook too. Make sure that your have a clear and concise statement about one issue…don’t run the gamut of every social ill that is occurring in your area and how your program is going to solve all of those problems…be specific an focus in on one issue.Your problem statement should also specify the affected population…is this happening in a certain zip code area…school district or county? Don’t forget about providing an emotional hook too. You can cite some stats about the disadvantages that children born to teen moms will have as they grow…what the poverty rates are for children born to teen moms; the emotional disadvantages that children without a father in the home can be an emotional hook too. Make sure that your have a clear and concise statement about one issue…don’t run the gamut of every social ill that is occurring in your area and how your program is going to solve all of those problems…be specific an focus in on one issue.

16. 16 Formula for a Story Continued… Program/Activity Does the Program/Activity statement… Have a strong transition between the problem section and the program section? Link activities to funded programs? Identify who was involved in the program/activity? So, now moving on to our second step of our formula…the Program or activity… Does it…READ FROM SLIDE Lets take our example from earlier with our problem statement and see how we can transition it into our program statement: In the year 2004, there were X number of births to un-wed teens in ABC County. As a result, XYZ program has developed an after-school program for girls at Smith High School to guide them in choosing career options. In this part of your story it is important to describe how your program attacks the problem. In addition, you should list where your source of funding comes from…. Private donations, local money, state money, foundations, etcetera.So, now moving on to our second step of our formula…the Program or activity… Does it…READ FROM SLIDE Lets take our example from earlier with our problem statement and see how we can transition it into our program statement: In the year 2004, there were X number of births to un-wed teens in ABC County. As a result, XYZ program has developed an after-school program for girls at Smith High School to guide them in choosing career options. In this part of your story it is important to describe how your program attacks the problem. In addition, you should list where your source of funding comes from…. Private donations, local money, state money, foundations, etcetera.

17. 17 Formula for a Story Continued… Program/Activity Does the Program/Activity statement… Identify both where and when the program/activity occurred? Specify steps taken to carry out the program/activity? Describe how program/activity progress is monitored? READ FROM SLIDE: For example you should state if your program is given after-school, during school, every day, at the YMCA, or in which school, etc. In addition you should specify what you had to do in order to get your program started…Did you have to train staff in a certain program, meet with teachers or principals, get volunteers… In order to monitor progress, do you require that students meet with a mentor on a weekly basis, or is there a self-reporting unit of measurement?READ FROM SLIDE: For example you should state if your program is given after-school, during school, every day, at the YMCA, or in which school, etc. In addition you should specify what you had to do in order to get your program started…Did you have to train staff in a certain program, meet with teachers or principals, get volunteers… In order to monitor progress, do you require that students meet with a mentor on a weekly basis, or is there a self-reporting unit of measurement?

18. 18 Formula for a Story Continued… People Be specific in who you are talking about Teachers Students Parents Ages Number of People Region/Locality Males/Females READ FROM SLIDE Being specific helps to create the emotional hook that will draw your reader into your story.READ FROM SLIDE Being specific helps to create the emotional hook that will draw your reader into your story.

19. 19 Formula for a Story Continued… Partners Allows readers to know that you aren’t the only one who values this message Can lend credibility to both partners May bring additional inquiries about how others can help READ FROM SLIDE It is also important to mention the names of your partners in your story because they like having the free publicity! You never know who is connected to one of your partners that may decide that since your partner is involved, then they want to be involved with you as well. Have you ever heard of the game “Six Degrees of Separation from Kevin Bacon”? It kind of goes something like this…Eva has a friend named Kelly Butcher whose cousin is Mary Steenburgen the actress. Mary Steenburgen is married to Ted Dansen who was on Cheers. On one episode of Cheers, John Lithgow made a guest appearance. John Lithgow, co-starred in Footloose with Kevin Bacon. Hence, Eva is separated by six degrees from Kevin Bacon. You never know who is separated from someone who may be willing to help you.READ FROM SLIDE It is also important to mention the names of your partners in your story because they like having the free publicity! You never know who is connected to one of your partners that may decide that since your partner is involved, then they want to be involved with you as well. Have you ever heard of the game “Six Degrees of Separation from Kevin Bacon”? It kind of goes something like this…Eva has a friend named Kelly Butcher whose cousin is Mary Steenburgen the actress. Mary Steenburgen is married to Ted Dansen who was on Cheers. On one episode of Cheers, John Lithgow made a guest appearance. John Lithgow, co-starred in Footloose with Kevin Bacon. Hence, Eva is separated by six degrees from Kevin Bacon. You never know who is separated from someone who may be willing to help you.

20. 20 Formula for a Story Continued… Impact Get a testimonial from the participant Should reflect what has happened to program participants as a result of their participation READ from slide. I have an example of a letter that was received from a parent in regard to her feelings about a 5 day program held at her daughter’s school. READ LETTER. Anytime that you are able to get a testimonial from a student or a parent, take it and run with it. Haul that out anytime you have the opportunity and show your funders, school systems, other parents, that you have support from those who have experience with your program. READ from slide. I have an example of a letter that was received from a parent in regard to her feelings about a 5 day program held at her daughter’s school. READ LETTER. Anytime that you are able to get a testimonial from a student or a parent, take it and run with it. Haul that out anytime you have the opportunity and show your funders, school systems, other parents, that you have support from those who have experience with your program.

21. 21 Formula for a Story Continued… Impact Identify changes that have taken place in the participants: knowledge skills attitudes aspirations behavior READ FROM SLIDE If you are administering a pre/post survey to your students and they are showing a positive change in attitude about being abstinent – report it. If you find out that several students in your after-school program have made the honor or merit roll as a result of the tutoring they have received in your program – report it!READ FROM SLIDE If you are administering a pre/post survey to your students and they are showing a positive change in attitude about being abstinent – report it. If you find out that several students in your after-school program have made the honor or merit roll as a result of the tutoring they have received in your program – report it!

22. 22 Formula for a Story Continued… Impact What behaviors have been adopted and implemented as a result of this program? What social, environmental or economic changes should be expected as a result of evaluation? READ FROM SLIDE We talked about this at the beginning of the presentation. You need to let your readers know what the impact is going to be on the community as a result of this program implementation. If you believe that as a result of your program, you can show that there is a decrease in the amount of money spent on public assistance because the number of non-marital births decreased, then you need to put that into your story as well.READ FROM SLIDE We talked about this at the beginning of the presentation. You need to let your readers know what the impact is going to be on the community as a result of this program implementation. If you believe that as a result of your program, you can show that there is a decrease in the amount of money spent on public assistance because the number of non-marital births decreased, then you need to put that into your story as well.

23. 23 Formula for a Story Continued… Conclusion Identify key contact person if someone wants to know more about the program Identify funding sources that have made program possible Grants Local businesses Civic groups It is very important that you have a contact person listed at the conclusion of your story. You will generate interest and you will get phone calls. There is a book called The Tipping Point by Malcolm Gladwell. In this book, he describes people that he calls Mavens. These are the people who actually call the phone numbers listed on the backs of tubes of toothpaste, or Ivory Soap. I am sure you all know what I am talking about and have all seen a phone number that you can call for more information. Don’t you ever wonder what type of people actually call those numbers? Well the people who call are identified in the marketing world as Mavens. These are people who seek information and want to know everything about a product or a program. These are also the people who tell their friends about these products or programs. So when you get a phone call from someone, you want to bend over backward to help them and give them as much information as you can. They will then in turn tell someone else who may have….MONEY!! It is very important that you have a contact person listed at the conclusion of your story. You will generate interest and you will get phone calls. There is a book called The Tipping Point by Malcolm Gladwell. In this book, he describes people that he calls Mavens. These are the people who actually call the phone numbers listed on the backs of tubes of toothpaste, or Ivory Soap. I am sure you all know what I am talking about and have all seen a phone number that you can call for more information. Don’t you ever wonder what type of people actually call those numbers? Well the people who call are identified in the marketing world as Mavens. These are people who seek information and want to know everything about a product or a program. These are also the people who tell their friends about these products or programs. So when you get a phone call from someone, you want to bend over backward to help them and give them as much information as you can. They will then in turn tell someone else who may have….MONEY!!

24. 24 Key Elements to a Success Story Link Compelling Changes and Benefits for Youth Use Lay Language “Think like a wise man, but communicate in the language of the people” William Butler Yeats So, we have completed our formula for a great story and now we are moving on to some key elements of a success story. If you have any good research that you have found that can link benefits for youth and changes they have made in behavior…use that in your story. Don’t use big words that the average person won’t know. For instance if you have evaluated your program, make sure to talk in terms that the average person would know rather than “Quasi-experimental method” etc.So, we have completed our formula for a great story and now we are moving on to some key elements of a success story. If you have any good research that you have found that can link benefits for youth and changes they have made in behavior…use that in your story. Don’t use big words that the average person won’t know. For instance if you have evaluated your program, make sure to talk in terms that the average person would know rather than “Quasi-experimental method” etc.

25. 25 Key Elements to a Success Story Continued… Draw upon Data Do Not Overstate Facts Develop an Angle Human Interest Startling Stats Inventive Approach or Solution READ FROM SLIDEREAD FROM SLIDE

26. 26 Key Elements to a Success Story Continued… Write for the reader – not yourself Did your program… Improve the health of the reader or those they care about? Educate or inform the reader about a health problem that could affect them or their family? Provide information that makes them look good or keeps them from looking bad? Writing an Effective Success Story, CDC/DASH Your story is always all about the reader and the impact that it can have on them. Your story is always all about the reader and the impact that it can have on them.

27. 27 Key Elements to a Success Story Continued… Create an emotional hook Who was at risk? Who was suffering Whose life was changed? Example: “A local mother is grateful that ABC program opened the door for great conversation with her daughter” We talked about this earlier, but it is an important point. You have to make sure that you draw the reader in to generate interest in your story so that they keep reading!We talked about this earlier, but it is an important point. You have to make sure that you draw the reader in to generate interest in your story so that they keep reading!

28. 28 The Stickiness Factor The specific quality that a message needs to be successful is the quality of “stickiness.” Is the message memorable? Will it spur someone into action? The Tipping Point, Malcolm Gladwell The Stickiness Factor is another marketing scheme. I am sure that we all know some famous commercials that have stuck with us for a long time because they are memorable. Your message has to be memorable too. You don’t want the person to read your story or your article and then forget about it. You want them to remember it, tell other people, and then DO something about it. The Stickiness Factor is another marketing scheme. I am sure that we all know some famous commercials that have stuck with us for a long time because they are memorable. Your message has to be memorable too. You don’t want the person to read your story or your article and then forget about it. You want them to remember it, tell other people, and then DO something about it.

29. 29 The Stickiness Factor Columbia Record Club Account Howard Leventhal Tetanus Experiment Sesame Street Blues Clues These are all examples of good marketing or stickiness factors…. The Columbia Record Club, which I am sure you are all familiar with, held a competition between two marketing companies to come up with the best campaign. They were to include both t.v. and print ads. The winning company was the one who came up with the idea to tell people during their t.v. ad to look for the little gold box in their print ad and they could get any album that they wanted for free. This created stickiness. People remembered the little gold box. Many of you may still remember that little gold box. Howard Leventhal created a 7 page booklet to give to seniors at a college campus about getting a tetanus shot. One book created high fear by discussing all of the horrible things that can happen to you if you get tetanus and the other was a low fear booklet. But only 3% of students overall went to get the shot. Only when they revised the booklet to include the use of a map to the health center and the times that the shot was being given did the numbers of students who got the shot increase dramatically. The students did not need a map to the health center. This was a small campus and they were all seniors…they obviously knew where the health center was at. Again the map made the message sticky Sesame Street is the longest running television show for children. They learned that you can hold child’s attention for 5 days a week/1 hour a day and actually teach them something. The lessons on Sesame Street are memorable…they are sticky. Who remembers counting with the Count? Finally we have Blues Clues which is another children’s program that some of your may be familiar with if you have children now or teenagers. This show made messages sticky by repeating the same show every day of the week and having long pauses for children to shout out the anwers to a question. The point of the Stickiness Factor, is that you never know what is going to work. It is very hard to pinpoint…who would have thought a little gold box, or a map or the things on the children’s shows would have a great impact? They do. You have to work to find out what is going to make your message memorable and sticky!These are all examples of good marketing or stickiness factors…. The Columbia Record Club, which I am sure you are all familiar with, held a competition between two marketing companies to come up with the best campaign. They were to include both t.v. and print ads. The winning company was the one who came up with the idea to tell people during their t.v. ad to look for the little gold box in their print ad and they could get any album that they wanted for free. This created stickiness. People remembered the little gold box. Many of you may still remember that little gold box. Howard Leventhal created a 7 page booklet to give to seniors at a college campus about getting a tetanus shot. One book created high fear by discussing all of the horrible things that can happen to you if you get tetanus and the other was a low fear booklet. But only 3% of students overall went to get the shot. Only when they revised the booklet to include the use of a map to the health center and the times that the shot was being given did the numbers of students who got the shot increase dramatically. The students did not need a map to the health center. This was a small campus and they were all seniors…they obviously knew where the health center was at. Again the map made the message sticky Sesame Street is the longest running television show for children. They learned that you can hold child’s attention for 5 days a week/1 hour a day and actually teach them something. The lessons on Sesame Street are memorable…they are sticky. Who remembers counting with the Count? Finally we have Blues Clues which is another children’s program that some of your may be familiar with if you have children now or teenagers. This show made messages sticky by repeating the same show every day of the week and having long pauses for children to shout out the anwers to a question. The point of the Stickiness Factor, is that you never know what is going to work. It is very hard to pinpoint…who would have thought a little gold box, or a map or the things on the children’s shows would have a great impact? They do. You have to work to find out what is going to make your message memorable and sticky!

30. 30 The Stickiness Factor “The lesson of Stickiness is that there is a simple way to package information that, under the right circumstances, can make it irresistible. All you have to do is find it.” - Malcolm Gladwell READ FROM SLIDEREAD FROM SLIDE

31. 31 Choose your Audience Tailor your success story to your particular audience When speaking to parents, state the story from a parents’ point of view When using a story for a school board, state it in terms of how the school will benefit. “The worst part of success is trying to find someone who is happy for you.” --Bette Midler READ FROM SLIDE Ok, now we are going to look at the activity that I had you do at the beginning of this presentation. How many of you have more than 10 points? (Keep going every ten until you get to the highest number of points). People who score high on this activity are what sociologists call connectors. These are people who are sprinkled among life who have the extraordinary knack of making friends and acquaintances and then keeping those friends. Do any of you have a friend (or maybe you are the friend) that connects other people together? Do you know someone that you think you just can’t take anywhere with you b/c wherever you go, they end up knowing someone and talking to them? These are the people that you want to connect with as well. These are the people who will tell others about your program. You want these people to talk about you. READ FROM SLIDE Ok, now we are going to look at the activity that I had you do at the beginning of this presentation. How many of you have more than 10 points? (Keep going every ten until you get to the highest number of points). People who score high on this activity are what sociologists call connectors. These are people who are sprinkled among life who have the extraordinary knack of making friends and acquaintances and then keeping those friends. Do any of you have a friend (or maybe you are the friend) that connects other people together? Do you know someone that you think you just can’t take anywhere with you b/c wherever you go, they end up knowing someone and talking to them? These are the people that you want to connect with as well. These are the people who will tell others about your program. You want these people to talk about you.

32. 32 Choose your Audience Your Success story must appeal to: Decision Makers School officials, private funders, government funding Tax Payers Parents, grandparents, teachers Reporters Local Newspaper, Radio, Cable Station, School Newspaper Again we want to tailor this story to the reader. You may want to come up with several versions of the same story, but putting a different slant on each one so that it is specific to the audience. Again we want to tailor this story to the reader. You may want to come up with several versions of the same story, but putting a different slant on each one so that it is specific to the audience.

33. 33 How can Success Stories Be Used? Presentations Requests from Foundations Budget Documents Publications Trainings Websites Any and all of these forums are great opportunities to get your message out about your program.Any and all of these forums are great opportunities to get your message out about your program.

34. 34 Results of Success Stories So, in the middle of a Powerful story we will have strengthened relationships with funders, and parents, shared learning with members of the community and possibly advanced our agenda to increase favorable views of abstinence education, after-school programming, etc.So, in the middle of a Powerful story we will have strengthened relationships with funders, and parents, shared learning with members of the community and possibly advanced our agenda to increase favorable views of abstinence education, after-school programming, etc.

35. 35 Questions?? “To be on a quest is to be nothing more than an asker of questions.” -Sam Keen

36. 36 Contact Information For further information you may contact: Eva McGann the Institute for Youth Development P.O. Box 16560 Washington, DC 20041 [email protected] 703-433-1640 Ext. 124 This workshop was funded by a Cooperative Agreement with the Centers for Disease Control and Prevention Division of Adolescent and School Health

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