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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

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Presentation Transcript
slide2
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

slide3

Measured by :

Lives improved

Individuals engaged: giving, advocating, volunteering

Investor satisfaction and confidence

Long-term, sustained financialgrowth

Resources under management

Big Ideas :

Build impact strategies in education, income, and health that improve lives

Frame strategies as investment products

Segment and understand your markets

Connect investor aspirations with need/opportunity

Values :

Outward facing, engaged with the community, committed to community success

Accountability/ transparency

Operational Excellence

Customer-centered

Inclusiveness

Innovation/continuous improvement

  • United Way Business Framework
the strategy works message platform drives gains in public attitudes

83%

84%

82%

The Strategy Works: Message Platform Drives Gains In Public Attitudes

% Trust United Way

69%

Overall

Common Good

2-3 Impact Areas

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

21%

28%

The Strategy Works: Message Platform Drives Gains in Engagement Behavior

% Donate

17%

Overall

Common Good

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

slide6

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

platform elements
Platform Elements

Positioning

Role

Goals

What we‘re

trying to

accomplish

How we

do it

What we stand for

slide9

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
Position: Advancing the Common GoodWe 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:

Connectedness

Advancing everyone

Interdependence

Inclusive

Not:

Altruism

Doing good for the needy

Charity/hand out

Divisive (haves/have nots)

Position: Advancing the Common Good
advancing the common good
Interconnected

United Way works to advance the common good.

…benefits that will ripple out to the community as a whole.

Ensuring society will continue to progress and our children will have a better future.

It takes the whole community working together to reach our mutual goals.

Altruistic

United Way helps the poor in our community.

…programs and services for those most in need

Helping families get through these tough economic times.

People who care should step up and lend a hand.

Advancing the Common Good
exercise
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
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
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.

slide18

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 .

slide19

Our focus is on Education, Income and Health - the building blocks for a good quality of life.

Goals

Positioning

What we‘re

trying to

accomplish

What we stand for

goal education income health
Goal: Education, Income, Health
  • Clarifies positioning
  • Reinforces interdependence
  • High priorities
  • Lasting change
building blocks
Building Blocks

Lasting

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.

Intertwined

Essential

Foundation

goal collective focus
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 post-secondary education, we will have an unprepared workforce and important jobs will go unfilled.
addressing basic needs
Addressing Basic Needs

Health

Education

Hunger

Clinics

Child care

Violence

Utilities

Housing

Job placement

Financial

Stability

Financial Literacy

talking in tough times
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…
slide26

United Way recruits people and organizations who bring the passion, expertise and resources needed to get things done.

Role

Positioning

Role

Goals

What we‘re

trying to

accomplish

How we

do it

What we stand for

our role
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.

slide28
We galvanize and connect a diverse set of individuals and institutions, and mobilize resources, to create long-term social change.
role language requirements
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
slide30

Inviting

Connecting

Committing

slide31

United Way recruits people and organizations from all across the community who bring the passion, expertise and resources we need to get things done.

slide32

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
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
Portray the Role - Invite and Commit
  • An explicit ask matters
  • Join us
  • Suggests ways to engage to reinforce “more than fundraising”
  • Give. Advocate. Volunteer.
slide35

Our focus is on education, income and health—the building blocks for a good quality of life.

United Way advances the common good by creating opportunities for a better life for all.

YOUR TOPIC

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 recruits people and organizations who bring the passion, expertise and resources needed to get things done.

slide36

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…

United Way advances the common good by creating opportunities for a better life for all.

Stakeholder

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.

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…

exercise cocktail party
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
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
  • Keywordphrase: virtual trainer message course
additional resources
Additional Resources
  • Live United Message Platform Workbook (the black book)
  • http://online.unitedway.org/site/uwaservices/brand/assets/liveunited/documents/BL-0811-MessagePlatform_lo-res.pdf
  • Additional Resources
  • http://online.unitedway.org/site/uwaservices/brand/liveunited/overview/messageStrategy.cfm