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Barbara Bush Foundation for family literacy quantitative detailed report

Barbara Bush Foundation for family literacy quantitative detailed report. methodology. PSB conducted online interviews among General Population and National Elites

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Barbara Bush Foundation for family literacy quantitative detailed report

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  1. Barbara Bush Foundation for family literacy quantitative detailed report

  2. methodology • PSB conducted online interviews among General Population and National Elites • U.S. General Population: Ages 18-64, including statistically significant samples of African Americans and Hispanic/Latino populations.

  3. AMERICANS ARE SYMPATHETIC ON LITERACY, BUT THEY NEED MOTIVATION

  4. Education is a middle-tier issue for Americans: on the radar but not top-of-mind TOP ISSUES FACING THE U.S. In your opinion, what are the 2-3 most important issues facing the U.S. today? TOP ISSUES FACING THE COMMUNITY In your opinion, what are the 2-3 most important issues facing your communitytoday? Showing All Showing All

  5. But Americans do see a need for action on education This tells us that they are willing to act but need motivation – Hispanics/Latino are slightly more concerned than African Americans TRACK OF THE EDUCATION SYSTEM Thinking generally about the U.S. education system today, do you believe the education sector as a whole is on the right track or off in the wrong direction? TRACK OF THE SCHOOL DISTRICT Thinking generally the school district where you live, do you believe that the school district as a whole is on the right track or off in the wrong direction? Right Track Right Track Showing DC Elites Don’t know Don’t know Wrong Direction Wrong Direction Showing All Showing All • 37% of African Americans say the education system is on the right track, compared to 28% of Hispanics/Latino • 50% of African Americans believe their school district is on the right track, compared to 38% of Hispanics/Latino

  6. Literacy is Seen as a middle-tier education issue Americans understand it is still a problem, but our call needs to be clear on why they should act TOP ISSUES IN EDUCATION SYSTEM What do you see as the main issues in the education system that need to be addressed? You can chose up to 2 issues. Showing All

  7. Americans understand literacy They are familiar with the meaning of literacy DEFINING LITERACTY Which of the following best describes the term literacy? (Showing All)

  8. AMERICANS BELIEVE BASIC EDUCATION IS A RIGHT THAT THE COMMUNITY CAN HELP PROVIDE

  9. Nearly all view education as a civil right This resonates very strongly with African Americans and Hispanics EDUCATION A CIVIL RIGHT How much do you agree or disagree with the following statement: Education is a civil right that all Americans should be entitled to. (Showing All) Agree Don’t know Disagree

  10. Nearly all agree that adults ARE ENTITLED TO A SECOND CHANCE AT A BASIC EDUCATION 82% of African Americans strongly agree

  11. Americans believe literacy starts at home, but there is community responsibility as well WHO IS RESPONSIBLE FOR CHILD’S LITERACY? In your opinion, should a child’s school or parents be more responsible for his or her ability to read and write? (Showing All) School Don’t know Parents

  12. An overwhelming majority support providing free early childhood, adult education and esl classes • Hispanics/Latino in particular support ESL classes – 86% support SUPPORT/OPPOSE FREE PROGRAMS How much do you support or oppose the following programs being provided free of charge as part of the public education system? Don’t know Support Oppose Early Childhood Education Adult Education ESL Classes Showing All

  13. MESSAGING SHOULD START WITH GIVING OUR CHILDREN THE CHANCE TO SUCCEED

  14. MESSAGE SCORING METHODOLOGY To easily compare the messages, PSB creates a Summary Index Score for each message comprised of the following components: Net Believability Total % believable – total % not believable 2x Much MoreFavorable Total % Much more favorable towards the Barbara Bush Foundation X2 2x Much More Likely Total % Much more likely to donate to the Barbara Bush Foundation X2 + + SCORE = • Message tables are color coded in order to allow easy identification of the highest and lowest scoring messages: The most compelling phrases have been bolded in dark blue font if in the top 10%; and in blue font if in the top 3rd.

  15. NURTURING OUR CHILDREN WITH THE EDUCATION THEY DESERVE IS THE MESSAGE THAT RESONATES MOST • PSB tested 6 messages that relate to education and literacy issues WINNING MESSAGE TOP-TIER MESSAGES MIDDLE-TIER MESSAGES BOTTOM-TIER MESSAGES *Score= Net Believability + 2* much more favorable + 2* much more likely

  16. messagingOverview • We compared the six messages we tested for the Barbara Bush Foundation for Family Literacy with other messages in PSB’s Message Cloud database. This revealed that all six messages are very compelling – even the bottom-scoring message: TM TM TOP MESSAGE: CHILDREN BOTTOM MESSAGE: FAMILIES • 81st • PERCENTILE • 93rd • PERCENTILE

  17. Messages should be backed up with information on programs and the local impact of literacy • Providing information about how donations and programs impact the community help to motivate action EFFECT OF INFORMATION ON LIKELIHOOD OF DONATION If a non-profit organization that promotes literacy were to tell you about each of the following, how much more or less likely would you be to donate? More Likely Less Likely The effect literacy has on the economy, public safety and health The extent of the literacy problem The effect literacy has on your own community Information on the programs that donations help to support Stories about people that donations have helped Statistics about the impact that donations have Showing All

  18. RECOMMENDATIONS

  19. KEY RECOMMENDATIONS MOVING FORWARD Raise awareness of the cause. Support for literacy programs is strong, but Americans just are not thinking about it right now. It needs to be brought to mind. 1 Messaging should start with giving our children a chance to succeed with the fundamental civil right of literacy. 2 Messaging can also emphasize the need to give adults a second chance, which they deserve and which will support the economy. 3

  20. an effective messaging campaign, Starts with a narrow focus, then moves broader • It begins focused on the child and widens to the economy and nation:

  21. MESSAGE ARCHITECTURE UMBRELLA MESSAGE Literacy is essential to having a chance at success. Giving our precious children this basic education should be a fundamental civil right. And adults who lack basic skills deserve a second chance – it’s not just good for their families, it’s good for the economy. • CHILDREN AND CIVIL RIGHT • PARENTAL INVOLVEMENT THEME • ADULTS AND ECONOMY • Children are a precious resource that should be nurtured • They deserve basic education and skills • It is a fundamental civil right, providing equal chance to succeed • Good education starts at home • We should help parents and grandparents take an active role in their child’s education • Puts them on the path to success • Adults should be given a second chance at a basic education • This helps their families and it affects us all • A healthy economy relies on educated workers, and we need a 21st Century workforce PROOF POINTS • Local community impact • Information on programs supported by the Foundation • Facts and figures about the impact of literacy on economic and societal issues SUPPORTING EVIDENCE

  22. Over half don’t think public schools and non-profit literacy organizations have what they need

  23. Appendix iii RIGHT TO EDUCATION

  24. Majority think adults should be entitled to free public education

  25. MAJORITY THINK ADULTS SHOULD BE ENTITLED TO FREE PUBLIC EDUCATION • 89% think that adults who want a second chance at pursuing high diploma should be entitled to it, with the majority in favor of free public education • 82% of African Americans strongly agree GRANTING ADULTS A SECOND CHANCE IF YES] You indicated that you agree that all adults who want a second chance at pursuing a high school diploma or GED should be entitled to getting the education they need. In your opinion, how should the second chance be made available to them? (Showing All)

  26. BUT Americans split on whether free education should Be available to ALL or JUST U.S. citizens African Americans and Hispanics/Latino are more likely to say that all should have access to free education regardless of country of citizenship

  27. Key findings AND RECOMMENDATIONS AMERICANS ARE SYMPATHETIC ON LITERACY, BUT THEY NEED MOTIVATION 1 • They see a need to do something to improve education and literacy • But these are not top-of-mind issues • JOB #1: Putting the issue in front of them through a high-visibility communication campaign • Conversation #1: Barbara Bush Foundation joins 100% Literacy

  28. Key findings AND RECOMMENDATIONS THEY BELIEVE BASIC EDUCATION IS A RIGHT THAT THE COMMUNITY CAN HELP PROVIDE 2 • Americans see basic education as a civil right • They also believe that adults deserve a second chance • They think the public education system has a role in all types of literacy programs • Conversation #2: Barbara Bush Foundation: Let’s convene the world thinkers.

  29. Key findings AND RECOMMENDATIONS 3 MESSAGING SHOULD START WITH GIVING OUR CHILDREN THE CHANCE TO SUCCEED • CORE MESSAGE: Literacy is a right that provides equal opportunity, which our children deserve. • From there, we can talk about helping parents stay involved in their children’s literacy • We can also talk about adults getting a second chance, linking it to the economy and the need for skilled workers • Conversation #3: The new conversation with schools

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