engaging winning millennials workplaces: in …

Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session

June 12, 2018

© Institute for Tomorrow®, LLC. All rights reserved. 1

ENGAGINGMILLENNIALSIN GOVERNMENT

Matt [email protected]

WINNINGWORKPLACES:ENGAGING WORKERS OF ALL AGES

EQUIP LEADERS TODAY TO WIN TOMORROW

UNDERSTAND THE TRENDS THAT MATTER

AND THE PEOPLE SHAPING THEM


June 12, 2018


TODAY IS ALREADY VERY DIFFERENT FROM YESTERDAY

CULTURALTRENDS

CATEGORY CHANGES

DEMOGRAPHICFACTORS

TODAY

TOMORROW

CULTURALTRENDS

CATEGORY CHANGES

DEMOGRAPHICFACTORS

TODAY

TOMORROW

GENERATIONAL LENS THE KEY IS TO UNDERSTAND THE FUTURE WE ALREADY KNOW


June 12, 2018


MANYGENERATIONS

ONETEAM

GEN XERSare stuck

IN THE MIDDLE

MILLENNIALS are shaping

CULTURE & SOCIETY

BOOMERSare reluctant to

GIVE UP CONTROL

BOOMERS GEN XERS MILLENNIALS

MOST MUNICIPAL ORGANIZATIONS DON’T HAVE A GENERATION PROBLEM

THEY HAVE A CULTURE PROBLEM

Engaging Millennials

TODAY’S AGENDA

How to Win Tomorrow3

2

1 Why the War for Workers?


June 12, 2018


3.8%

U.S. UNEMPLOYMENT RATE

2014 2016 20184%

5%

6%

7%

8%

9%

5.0% is considered “Full Employment”

Source: BLS

24.0 24.0

81.3 79.0

43.7 56.2

2006 2016

COMING OFF A DECADE OF DECLINE IN 25-54 WORKERSLabor Participation (in millions)

149.0159.2

Source: SIR Analysis of Bureau of Labor Statistics Dec 2017 Labor Force Projections: https://www.bls.gov/opub/mlr/2017/article/projections-overview-and-highlights-2016-26.htm

% Change:

+6.8%

+28.6%

25-54

16-24

-2.8%

0.0%

55+

81.3 79.0

24.0 23.1

79.0 80.4

56.266.2

2016 2026

PROJECTIONS TO 2026 SHOW LITTLE CHANGES AHEADLabor Participation (in millions)

159.2169.7


% Change:

+6.5%

+17.8%55+

16-24

+1.2%

-3.8%

25-54 79.0 80.4


June 12, 2018


24.0 23.1

79.0 80.4

56.266.2

2016 2026

COMPETITION FOR YOUNGER WORKERS WILL INTENSIFYLabor Participation (in millions)

159.2169.7


% Change:

+6.5%

+17.8%

+1.2%

16-24 -3.8%

55+

25-54

24.0 23.1

79.0 80.4

56.266.2

2016 2026

MEANWHILE, SUPPLY OF OLDER WORKERS WILL INCREASE Labor Participation (in millions)

159.2169.7


% Change:

+6.5%

+17.8%

+1.2%

16-24 -3.8%

55+

25-54

HOW DOES IT LOOK FOR MARYLAND?

AGES 2015 2030

0-19 1,507,474 1,564,086

20-64 3,643,430 3,644,278

65+ 837,496 1,310,434

TOTAL 5,988,400 6,518,798

http://planning.maryland.gov/MSDC/Pages/default.aspx

HOW DOES IT LOOK FOR MARYLAND?

AGES 2015 2030 Change

0-19 1,507,474 1,564,086 +56,612

20-64 3,643,430 3,644,278 +848

65+ 837,496 1,310,434 +472,938

TOTAL 5,988,400 6,518,798 +530,398

http://planning.maryland.gov/MSDC/Pages/default.aspx


June 12, 2018


YOUR GROWTH ISN’T MORE PEOPLE MOVING IN

IT’S FROM FEWER PEOPLE MOVING ON

IMPLICATION:

Fewer More

ROBOTS ARE THE FUTURE

BUT ARE THEY TODAY’S ANSWER?

MOST OF US HAVE TO DEAL WITH THE HERE & NOW:

FINDING, RECRUITING, HIRING, AND RETAINING WORKERS OF ALL AGES


June 12, 2018


1929-45 1946-64 1965-82 1983-01

24,000,000

73,000,000 75,000,00085,000,000

81 63 45 26

Birth Years:

Median Age:Source: US Census

2002-20?

70,000,000

SILENT BOOMER GEN X MILLENNIAL GEN “Z”

8

CURRENT CENSUS DATATHE CHANGING WORKPLACE

Gen XMillennials

Boomers

15%

46%30%

Gen Z

9%

Gen X

MillennialsBoomers

30%35%

32%

Silent<2%

Workforce Ages 20-74. Source: Bureau of Labor Statistics , WSJ. http://on.wsj.com/1tv0n1O

TODAY: 2025:

A GENERATION IS AN AGE COHORT

• Age cohort: 18- to 20-year span

• Big cultural shifts and events create the “bookends”

• Born on the leading and tail edge—“cuspers”

GENERATIONAL COHORT AFFECT

NOT “WHO YOU ARE,” BUT…

WHAT “IMPRINTED” YOU WHEN YOU CAME OF AGE


June 12, 2018


GENERATIONAL VALUES

DEFINING EVENTS

WHO WE ARE

CULTURE’S IMPACTBOOMER ORIENTATION:

“SELF”-CENTEREDNot self-absorbed, but view things through the lens of “what’s in this for me?”

Live to workTeamwork valuedProcess matters Tenure rulesPhysical space mattersMeetings move things forward

WORKPLACE BEHAVIORS OF BOOMERS GEN X ORIENTATION:

SELF-RELIANT


June 12, 2018


Work to liveOutcome vs. outputNo meetingsNo babysitting MillennialsWork independently, work anywhere

WORKPLACE BEHAVIORS OF GEN Xers

2015 20302000

20

40

60

80

STATIC VS. DYNAMICU.S. Labor Pool, 20-54, in Millions

GEN X

MILLENNIALS

BOOMERS

Source: BLS

WHY GEN XERS ARE NOT THE FOCUS TODAY:


OPPORTUNITY PROBLEM

MILLENNIAL ORIENTATION:

COLLECTIVE SELF


June 12, 2018


The COLLECTIVE SELF

Dominates

THEY TRUST ANONYMOUS

POSTS, REVIEWS, RECOMMENDATIONS. THE CROWD RULES.

The wisdom of

MANYis better than

the thoughts of

FEW

MILLENNIALS ARE ALREADY CHANGING COMMUNITY

88% say they want to live in an urban area

HYPER-COMMUNITY

To each other, and any on the planet with a device

HYPER-CONNECTED

Wisdom of the crowd tops the thoughts of the few

HYPER-COLLABORATIVE

Why own when you can pay based on usage?

HYPER-SHARING


June 12, 2018


Work & life are integrated

Egalitarian work culture

Expect personal training and mentoring 24/7/365

Must multi-task and feelcreative

Must feel they are making a difference

WORKPLACE BEHAVIORS OF MILLENNIALSMillennials have higher turnover rates than prior generations: FALSE

Millennials are less passionate about their jobs in government: FALSE

Millennials don’t stick around—they’ll decamp to the private sector in a heartbeat: PROBABLY FALSE

It’s harder to recruit Millennials for public service than previous generations: THE JURY’S STILL OUT

https://www2.deloitte.com/insights/us/en/industry/public-sector/millennials-in-government-federal-workforce.html

Outlook

Work Ethic

View of Money

View of Leadership

Medium

Orientation

BOOMERS GEN X MILLENNIALS

Work/Life Balance

© 2018 SIR’s Institute for Tomorrow

GENERATIONAL MINDSETS DIFFER

Optimistic

Driven

Spenders

Pay your dues

Work is Life

TV

Self-centered

Skeptical

Free Agent

Debtors

Competence

Work to Live

Computer

Self-reliant

Confident

Goals

Savers

Egalitarian

Integrated

Mobile

Collective Self

GEN Z

Protective

Self-taught

Frugal

Pluralistic

TBD

VR?

Self-aware


MOST MUNICIPAL ORGANIZATIONS DON’T HAVE A GENERATION PROBLEM

THEY HAVE A CULTURE PROBLEM


June 12, 2018


MILLENNIAL

“WE”MENTALITY

BOOMER“ME”MENTALITY

Culture Shift

IT SEEMS MILLENNIALS ARE

CHANGING THE WORK CULTURE

IS YOUR WORK CULTURE

WITHMODERN CULTURE

ALIGNED

Changing work culture isn’t just about

CHANGING MINDSETS

Changing work culture requires you toCHANGE RULES


June 12, 2018


OLD RULES NEW RULES

Organized for efficiency and effectiveness Organized for learning, innovation, and customer impact

Company viewed as hierarchy, with hierarchical decision rights, structure, and leadership path

Company viewed as an agile network, empowered by team leaders and fueled by collaboration and knowledge-sharing

Structure based on business function with functional leaders and global functional groups

Structure based on work and projects, with teams focused on products, customers, and services

Advancement through promotion with many levels to progress through

Advancement through many assignments, diverse experiences, and multifunctional leadership jobs

People “become leaders” through promotion People “create followers” to grow in influence and authority

Lead by direction Lead by orchestration

Culture rules by fear of failure and perceptions of others Culture of safety, abundance, and importance of risk-taking and innovation

Rules-based, no tolerance for mistakes Playbook-based, learn from failing fast

Roles and job titles clearly defined Teams and responsibilities clearly defined, but roles and job title change regularly

Process-based Project-basedSource: Deloitte

Organized for efficiency and effectiveness

Organized for learning, inno-vation, and customer impact

OLD RULE NEW RULE

Cogs in the Machine Talent to be Managed

CHANGING THE RULES

Company viewed as hierarchy, with hierarchical decision rights, structure,

and leadership path

Company viewed as an agile network, empowered by team

leaders and fueled by collaboration and knowledge-sharing

OLD RULE NEW RULE

Organizational Chart Collaborative Hive

CHANGING THE RULES

People “become leaders” through

promotion

People “create followers” to grow in influence and

authority

OLD RULE NEW RULE

Bestowed Earned

CHANGING THE RULES


June 12, 2018


Culture rules by fear of failure and perceptions

of others

Culture of safety, abundance, and

importance of risk-taking and innovation

OLD RULE NEW RULE

Avoiding Negatives Seeking Positives

CHANGING THE RULES


TODAY’S AGENDA


2



Matt Thornhill

10 WAYS MUNICIPALITIES CAN ENGAGE MILLENNIALS

1. PURPOSEFUL

2. STORY-ORIENTED

3. DIVERSE & INCLUSIVE

4. GENDER-NEUTRAL & AGELESS

5. COLLABORATIVE

6. CREATIVE

7. FLEXIBLE

8. OPEN & TRANSPARENT

9. LEARNING & SUPPORTIVE

10. SAFE & TRUSTWORTHY


June 12, 2018


PURPOSEFUL

1Winning municipalities of tomorrow

will realize their workers want to make a difference. Organizations will

promote their:

PURPOSE

INSIGHT

Bigger than who you are, what you do, how you do it.

It’s your “WHY.”

PURPOSE

MAKE ALIVING

BOOMERS/GEN X:

MAKE ADIFFERENCE

MILLENNIALS:

Work Goals:


June 12, 2018


By 2025:

Mission

Values

PURPOSE

Leaders reimagining healthcare

Students today (Millennials) are motivated by being associated with creativity.

The biggest gap between importance and expectation was with innovation.

Across qualitative and quantitative

research, we heard over and over again

the rising importance of being business-

savvy.

Leadership is the benefit of going to a graduate healthcare program. Also,

“leader” is a much broader term than “healthcare administrator.”

Healthcare is going through a major transformation. Students today want a sense of having a personal impact.

Students today value work that allows them to connect with people in a

meaningful way.

We’re creating the most innovative,

compassionate, and business-savvy

leaders to reimagine healthcare.

PROMISE STATEMENT“What’s in this for me?”

PERSONALITYHow you say it — the tone and manner

you project about your brand

Established

Successful

Leaders

Respected

Forward-thinking

Innovative

Business-minded

Professional

Rigorous

Competitive

Connected

Supportive

Compassionate

Inclusive

I will be prepared with the healthcare knowledge, business skills, and professional connections to be a leader who will reimagine healthcare.

Building on our remarkable environment, our extraordinary networks, and our legacy of excellence, we provide the knowledge, skills, and connections for tomorrow’s

healthcare leaders through our innovative and business-focused approach.

BRAND POSITION

“Reimagine Healthcare”

STORY-ORIENTED

2


June 12, 2018


Winning municipalities of tomorrow will enable workers to

SHARE THEIR EXPERIENCES

INSIGHT

STATEofINBOUND

State

of In

boun

d 201

7PA

GE 68

HOW DO YOU PREFER TO COMMUNICATE FOR BUSINESS PURPOSES? (BY GEOGRAPHY)

0

20

40

60

80

100

Messenger appsSocial media

Video conferencingPhoneFace-to-faceE-mail

The adoption of social media has further blurred the line between personal and professional. Today, the majority of our respondents use what we think of as traditionally “personal” social networks such as Facebook and Twitter for professional purposes. 74% of respondents use Facebook professionally, just shy of the 78% who use LinkedIn, a network designed for pro-fessional use. Indeed, more people are using Twitter for professional purposes over personal purposes (59% versus 56%). In contrast, many use Instagram for personal reasons, but fewer leverage the network for professional purposes.

WHICH SOCIAL MEDIA CHANNELS DO YOU USE FOR PROFESSIONAL AND/OR PERSONAL USE?

0

20

40

60

80

100ProfessionalPersonal

NAM ANZ ASIA LATAM EMEA

91%

62%57%

33%29%

15%

89%

69%

61%

34%34%

16%

89%

60%61%

42%39%37%

80%

66%52%

39%

46%45%

88%

62%

57%

37%38%

22%

Facebook Instagram LinkedIn Twitter Pinterest Google+ Snapchat Quora WeChat Weibo RenRen

91%

74%

63%

38%

58%

78%

56%59%

45%

20%

37%

46%

29%

6%

15%

10%6% 4% 3% 2% 2% 1%

Outside of North America, there’s higher use of newer communication channels such as social media and messaging apps. While only 15% of North America respondents use mes-saging apps for business purposes, 45% of Latin American and 37% of Asian respondents do. Latin American-, Asian-, and EMEA-based respondents also more actively use social media for business communications compared to North America.

Email

Face-to-face

Phone

Social media

Messenger apps

Video conferencingPersonal Professional

FACEBOOK 74%LINKEDIN 78%

TWITTER 59%

Source: HubSpot, State of Inbound 2017

Disney Corporation

• Sophisticated social media strategy being deployed.

• Extensive communications training for every Disney employee, including Disney World cast members and crew.

• Employees share the story.


June 12, 2018


DIVERSE & INCLUSIVE

3 Winning municipalities of tomorrow will realize that

EVERYONEhas value

INSIGHT


June 12, 2018


2020The minority will become the majority of children

(18 & Under)

Source: U.S. Census

2044The minority will become

the majority

Source: U.S. Census

U.S. HISPANIC POPULATION IS PROJECTED TO DOUBLE BY 2050

% SHARE

TOTAL

55M+ TO 110M+ ….TO 25% OF U.S. POPULATION

DIVERSITY ISN’T BLACK VS. WHITE, IT’S OLD VS.YOUNG

SOURCE: Pew Research: http://www.pewresearch.org/fact-tank/2018/03/16/how-millennials-compare-with-their-grandparents/


June 12, 2018


DIVERSITY IS GETTING ASKED TO THE PARTYINCLUSION IS BEING

ASKED TO DANCE

WINNING ORGANIZATIONSOF TOMORROW:

Places for

EVERYONE of every race, age, economic class,

gender, and mindset

NO LONGER EITHER/OR

NOW IT’S BOTH/AND

OLD WAY NEW WAY

Shift to DIVERSE INPUTS

Ideas and initiatives come from the top or dominant culture

Ideas come from anyone and anywhere. Everyone’s

opinion is valued

Top-down

Bottom-up


June 12, 2018


“WE, US, TOGETHER!”MILLENNIAL MANTRA

DEMOCRAT vs. REPUBLICANMILLENNIAL MANTRA

WOULD YOU VOTE FOR A SOCIALIST FOR PRESIDENT?

70%

Source: CATO Institute in Washington Post

33%

MILLENNIALS BOOMERS

GENDER-NEUTRAL & AGELESS

4Winning municipalities of tomorrow

will operate workplaces that are

GENDER-NEUTRAL & AGELESS WORKFORCES

INSIGHT


June 12, 2018


1970

40%

Source: Dept. Of Education

1980 1990 2000 2010 2020

44%

48%

52%

56%

36%

60%

64%

PERCENTAGE OF COLLEGE DEGREESWomen vs. Men, 1971-2017

40%

60%

MEN

60%

40%

WOMEN

Today, women are MORE LIKELY to have college degrees than Men

Men Women

76% 68%

24%

Source: 2014 BLS Study of 27 Year Olds

32%

52% of today’s

PROFESSIONAL WORKFORCEare women

Source: Bureau of Labor Statistics, 2013 Women in the Labor Force: A Databook

WE’VE REACHED THE END OF MEN

#NeverAgain


June 12, 2018


Google it, read it, give it to your sons

HOW ABOUT AGELESS?

The Population Age Pyramid 1960 vs. 2030

Source: U.S. Census Bureau


June 12, 2018


The Changing RatioUnder age 18 Age 65+

1960

TODAY

2030 FEWER MORE

DO YOU HAVE AN AGELESS

WORKFORCE?COLLABORATIVE

5


June 12, 2018


Winning municipalities of tomorrow will be highly

COLLABORATIVE PLACESwhere everyone works together

INSIGHT

HYPER-COLLABORATIVE

Wisdom of the crowd tops the

thoughts of the few

HYPER-CONNECTED

To each other, and anyone on the

planet with a device

OLD WAY NEW WAY

Shift to New Form of LEADERSHIP

Look UP for information

Look OUT for information

Boss is da boss The Collective is da boss


June 12, 2018


Organization and discipline rule

Consensus building and collaboration rule

OLD WAY NEW WAYDictatorship Democracy

Shift to CONSENSUS BUILDING

CREATIVE

6

Winning municipalities of tomorrow will cultivate our

CREATIVE & ENTREPRENURIAL

SPIRIT

INSIGHT

OLD WAY NEW WAY

SHIFT TO CULTIVATING CREATIVITY

Shun different, eccentric voices and thinking

Encourage different “out of the box” thinking

Limited Creativity Maximum Creativity


June 12, 2018


Source: VCU

51%MILLENNIALS WANT TO START A BUSINESS OR PLAN TO DO SO

I knew since I was a kid I wanted to work in a start-up like environment. It’s really about wanting to solve a problem. I have always enjoyed creating stuff.Millennial

FLEXIBLE

7


June 12, 2018


Winning municipalities of tomorrow will understand

LIFE & WORK ARE INTEGRATED

INSIGHT

LIFE

WORK/LIFE BALANCE MATTERS

Source: Future Workplace

91%of young people (18-35) expect to stay in a job for

less than three years.

Source: Future Workplace

15-20JOBS ACROSS THEIR

WORKING LIFE


June 12, 2018


The GIG Economy by the numbers

55 80

34% 1of3

million millionUS workers are 1099

projected by 2020

of the workforce has a second job

Millennials freelance

https://www.upwork.com/i/freelancing-in-america/2016/

OLD WAY NEW WAY

SHIFT TO FLEXIBLE POLICIES

Fixed rules, regulations, and policies

Flexible, customizablepolicies

About US: What we say goes

About ME: What I need goes

OPEN & TRANSPARENT

8Winning municipalities of

tomorrow realize must always be

OPEN & TRANSPARENT

INSIGHT


June 12, 2018


WHAT ONCE WAS

Resume, career path, business associates

Likes, dislikes, friends, social circles, interest areas, and so on

Price paid, mortgage, taxes paid, current value

IS NOW VERY PARALLEL PATHS

As individuals moved down this path…

…Organizations followed

Privately-held Beliefs, Values,

Purpose

Publically-declared Beliefs, Values,

Purpose

LEARNING & SUPPORTIVE

9Winning municipalities of

tomorrow will operate work environments that are

LEARNING & SUPPORTIVE

INSIGHT


June 12, 2018


OLD WAY NEW WAY

SHIFT TO REWARDING CONTRIBUTION NOT SENIORITY

Commitmentrewarded

Contribution rewarded

Tenure Competency

“You will be VALUED IMMEDIATELY

here.”

BIG DATA

THE CLOUD

ARTIFICIAL INTELLIGENCE

MANUALMINIMUM

WAGE JOBS

A big job shift is coming

“Manage the exception”Innovators …Creative

COGNITIVE ROUTINE


June 12, 2018


Source: Oxford University

47%of all jobs eliminated within next 20 years

WILLROBOTSTAKEMYJOB.COM

THE FUTURE:

The most important skill is the ability to acquire

NEW SKILLS

SAFE &TRUSTWORTHY

10


June 12, 2018


Winning municipalities of tomorrow must be a

SAFE PLACE & TRUSTWORTHY

INSIGHT

GROWING POWER OF INDIVIDUALS

Source: Gallup

Great deal/Fair amount

Not much trust/None

TRUST IN MASS MEDIA


June 12, 2018


The wisdom of

MANYis better than

the thoughts of

FEW

ATLANTA REGIONAL COMMISSION

MILLENNIAL ADVISORY PANEL

135 MEMBERS

Millennial Advisory Panel Action Teams Millennial Advisory Panel Action Teams


June 12, 2018



TODAY’S AGENDA


2


“FUTURE-PROOF” YOUR ORGANIZAITON

CREATE YOUR TOMORROW MAPSM

TOMORROW MAPSM

Consumers will choose and support green businesses.

Sustainable business practices indicate com-munity focus. Be green

or be gone.

IMPACT

SUSTAINABILITY STICKS

Find ways to demonstrate and differentiate your com-

mitment to being green. Whatever you do, don’t

“greenwash.”

IMPLICATIONPOPULATION EXPANDS

AGE SHIFTS

COMMUNITY EVOLVES

DIVERSITY RULES

HOUSEHOLDS CHANGE

MILLENNIALS DOMINATE

FRUGALITY PREVAILS

EVERYONE CONNECTS

PURPOSE REIGNS

Millennials will reshape work and the marketplace.

Those who shift to meet their needs will succeed.

React slowly and you won’t see 2030.

IMPACT

It is no longer enough to have a mission or vision. Now

you need a stated purpose, which explains your “why”

in meaningful terms for Millennials.

IMPACT

Digital social connections will rule, and an anonymous reviewer’s post delivers the same impact as a TV news report. This trust shift is

permanent.

IMPACT

Buying on “sale,” shopping via eBay and craigslist, shar-ing bikes, rides, bedrooms will transform many sectors

of the economy for years to come.

IMPACT

Each state will have pockets of growth and vast expanses

of declining populations. Most opportunities will be around a growing number

of “activity centers.”

IMPACT

Healthcare will keep boom-ing, but how we provide care and services for this big part of our population will create

problems and oppor-tunities for all.

IMPACT

All organizations, public and private, need to reflect the diversity of their com-munity. This is an expecta-

tion that is guaranteed to increase.

IMPACT

The key decision-maker is harder to identify, with such different household types.

Organizations must connect with all households, espe-

cially those headed by women.

IMPACT

Ideas on “trust” will shift from institutions to the crowd, through reviews available online. Price matters and will grow

in importance.

IMPLICATION

Monitor the prevailing sen-timent online and actively

engage. Strengthen loyalty programs and recruit

your own onlineadvocates.

IMPLICATION

Engage Millennials now, at work and in the market.

Understand their collabor-ative mindset and what

it means for your organization.

IMPLICATION

Craft a compelling and be-lievable purpose statement. The best are crowdsourcedfrom within, not dictated

from the top.

IMPLICATION

Reflect more diversity now, internally—in how you staff

and operate, from your board down—and extern-

ally—in how you communicate.

IMPLICATION

Learn what this lasting shift means for your category.

The wave of older adults is important, but the critical

change is the ratio of old to young.

IMPLICATION

Make sure your operations are located in these centers

if you’re trying to attract young, creative, skilled

workers. Focus sales efforts there, too.

IMPLICATION

The new model is that there isn’t a model household

definition any more. Look for older Boomer women to

establish new modelsby 2030.

IMPLICATION

DEMOGRAPHIC CULTURAL

To successfully navigate to 2030 and beyond, you’ll need to understand the key trends shaping the future for your organization and industry. This Tomorrow Map identifies

important demographic and cultural trends, how they impact your category, and some ideas about what you can do now to ensure success tomorrow.

More people mean more opportunity. But growth will

be uneven across states, counties, and regions. Scale

your operation to match the population.

IMPACT

A growing population doesn’t guarantee success in the marketplace. You’ll

have to determine how growth can be

leveraged.

IMPLICATIONThe U.S. population is expected to

grow from 321 million today to 358 million by 2030. Virginia’s population will grow 15%,

reaching 9.6 millionby 2030. Cities and urban areas are growing as

small towns and rural areas shrink. Future growth will concentrate in “activity centers,” which appeal to

Millennials.

Between now and 2030, the 65+ population will explode, reaching 72 million—1 in 5 Americans will be over 65. At the same time, the ratio of old to young will shift forever, changing

almost everything.

Around 2040 the combined minor-ity populations will become the

majority as America’s melting pot reaches a paradigm shift. Already,

minority births exceed majority births. The future is coming in a

rainbow of colors.

Traditional families are the minority. More adults (51%) are unmarried. Now

27% live alone. Today 41% of births are to unmarried women. The compo-

sition of America’s households will continue evolving for

years to come.OPPORTUNITY?

Across each customized map, we will identify opportunities for your

industry or organization.

© 2017 SIR, Inc. All rights reserved.Tomorrow Map is a registered trademark of SIR.

To get a customized Tomorrow Map for your organization, contact [email protected]

OPPORTUNITY?Across each customized

map, we will identify opportunities for your














Eight out of 10 people now think or act “green.” This sustainability mind-

set now brings more scrutiny and pressure on organizations to

embrace sustainable practices.

The Great Recession has brought a new normal—spending less, saving more, reducing personal footprints. Con-

sumption patterns will change, bartering will bloom, and the

sharing economy will boom.

The largest demo in U.S. history, their view of what’s important, what’s fair,

and who is responsible differ from the mindsets of prior generations. It is

they who will shape culture going forward.

Social media has birthed a new colla-borative consumption ecosystem,

embraced by all ages. The collective makes decisions and recommenda-tions, not the expert or authority.

Power rests in the hands of everyone.

With answers to everything in the de-vice you’re holding, the role for organ-izations is changing. In our wide open

society, the answer to anything is a click away, fueling a growing

need to know “why” an organization exists.


June 12, 2018


MCVFoundation’sCommunicationsCompass

BRANDPROMISE(WIIFM- What’sinitforme?)

SupportingVCUHealththroughMCVFoundationwillensurethattheverybest,mostadvancedhealthcareandmedicaltreatmentswillalwaysbeavailablerighthereinmycommunityforme,myfamily,myfriends andneighbors.

BRANDPERSONALITY

ProfessionalInnovativeInvitingActiveTrustedWarm

CelebratoryCollaborativeGratefulInspired

FOURMAJORREASONSTOBELIEVE

2.PATIENTCARE

• WehavetheonlyLevel1traumacenterinCentralVirginia,supportingallotherhealthcareprovidersacrosstheregion.

• Wehavethousandsofhealthcareprofessionalswithmorethan750physiciansin200specialties,servingalmost112,000peopleinouremergencydepartments,640,000throughouroutpatientclinics,andnearly50,000peopleininpatientadmissions.

• WhiletheMCVCampusindowntownRichmondiscentraltoouracademichealthcenter,VCUHealthisalsotakingpatientcareoutintothecommunitywithlocationsacrossVirginia,includingStonyPoint,GlenAllen,WilliamsburgandSouthHill.

3.RESEARCH

• VCUHealthSciencesresearchawardsamountedto $155.5millioninFY2016,representing57%oftheuniversity’stotalresearchawards.

• VCUMasseyCancerCenterisamongthetop4percentofcancercentersinthecountryandisoneoftwointheCommonwealthdesignatedbytheNationalCancerInstitutetoleadandshapeAmerica’scancerresearchefforts.

4.EDUCATION

• VCUHealthScienceseducatesstudentsthroughfivehealthschools–AlliedHealthProfessions,Dentistry,Medicine,NursingandPharmacy– aswellastheMasseyCancerCenter.

• Morethan4,200studentseachyearparticipateinmorethan50degreeprogramsofferedatundergraduate,graduateandfirst-professionallevelsaswellaspost-baccalaureateandpost-master’scertificateprograms.

1.MCVFOUNDATION

•WehaveservedtheMCVCampussince1949.Todaywemanage$500millioninassets.

• Throughmorethan1,500funds,weprovidescholarships,professorships,researchandprogramfundstosupportthelife-savingworkoccurringontheMCVCampuseveryday.

•Wearegovernedbyavolunteerboardoftrusteeswhere100%ofourmembersgive.

BRANDMESSAGE

Ourbrandmessageisbuiltaroundthecreativecalltoaction“DiscoverGreatness.”

Thisthemewillbereinforcedinallofourcommunicationmaterialsthroughvariousexpressions:

• Discovergreatcare• Discovergreathope• Discovergreatcompassion• Discovergreatbreakthroughs• Discovergreateducation• Discovergreatcommunity• Discovergreathealth• Discovergreatphilanthropy• Discoveryourgreatplacein

theVCUHealthcommunity

MCVFOUNDATION:Thename“MCV”remainsimportanttomanyandmustbereferenced.MCV Foundation…MCV Campus.

INDEPENDENT:Stakeholdersvalueourindependence.

MISSIONOFVCUHEALTH:WesupportthemissionofVCUHealth- patientcare,researchandeducation.

INSPIREPHILANTHROPICSUPPORT:Fundraisingisamajorcomponentofourstrategicfocusandoverallbrand.WehelpmakethecaseforprivatesupportandadvancefundraisingeffortsacrossVCUHealth.

SHAREVCUHEALTH’SSTORY:PromotingtheworkandimpactofVCUHealththroughcommunicationsoutreachisanothermajorcomponentofourstrategicfocusandoverallbrand.

AVAILABLERIGHTHERE:WithVCUHealth, themostadvancedhealthcareandmedicaltreatmentswillalwaysbeavailablerighthereinourcommunity.

POSITIONINGSTATEMENT

TheMCVFoundationistheindependentfoundationcommittedtoservingthemissionofVCUHealth.WeinspirephilanthropicsupportandshareVCUHealth’sstoryofworld-classpatientcare,researchandeducationthat’savailablerighthereinourcommunity.

OurStakeholders’CurrentPerceptionsoftheMCVFoundation– What3WordsDescribetheMCVFoundation?

OURCOREVALUES

Donor-centric:Weserveourdo

nors,

buildmeaningfulrelationshipsand

ensure

thattheirphilanthropicwis

hesare

fulfilled.

Integrity:Weadheretothehighest

standardsofhonesty,integr

ityand

professionalethics,treatall

individuals

withdignity,respectandfa

irness,andare

inclusiveinallactivitiesand

endeavors.

Excellence:Wearededicatedto

excellenceinallthatwedo

andmodel

bestphilanthropicpractice

s.

Collaborative:Weareacollab

orative,

collegialandcaringcommunity.

Accountability:Wearecommittedto

exemplarystewardshipandacco

untability

toourdonors,ourMCVCampuspartners

andthecommunity.

MCVFoundation’sPurpose,Visio

n,MissionandCoreValues

DOCUMENT PURPOSE: The MCV Foundation has the extra

ordinary potential to advance the w

ork of VCU Health, the pioneer and

home to the Richmond region’s most advancedhealthcare-re

lated treatments, researchand education. In

order to maximize our

impact on VCU Health, MCV Foundation’score values, m

ission, vision,purpose and communications ou

treach efforts must all be

aligned. Thisdocument provides

a research-inspired roadmap for this important coord

ination. On this side of the page are MCV

Foundation’score values, mission, vision

and purpose. Onthe other side is our new “Communications Compass,” a strategic

narrative on how to package an

d share MCV Foundation’sstory – why a

nd how we support the mission of VCU

Health.

3.

Stewardship2.

Communication1.

Fundraising

4.Leadership

Board,StaffandOperations

CoreValues:Whatguidesal

lofouractions– seelistt

otheright.

Vision:Toberecognizednat

ionallyasoneofthepreem

inenthealthcare

foundationssupportinga

nacademichealthcenter.

Mission:TheMCVFoundationinspiresan

dstewardsphilanthropic

resourcesforourMCVCampuspartners

atVCUHealth.

Purpose:

Tosupportinnovationand

excellenceatVCUHealth

thatimprovesandsaveslives.

ARTICULATE YOUR PURPOSE AND “STORY”

TEACH LEADERS HOW TO APPLY A

GENERATIONAL LENS

ENGAGING MILLENNIALS

COMMUNITY COMMUNITY COMMUNITY

TALK DAILYABOUT THE

DIFFERENCE THEY MAKE

IT’S A CALLING, NOT A CAREER

THEY ARE NEIGHBORS,

NOT TAXPAYERS

EVERY DAY YOU MAKE A

DIFFERENCE IN OUR COMMUNITY


June 12, 2018


Doris Hensley

AUG 20, 7 PMAUG 21, 3 PMUCHS DRAMA DEPARTMENT Mary’s Story: 100 Years Later$5 adults/$3 students

AUG 19-AUG 26#SEEKMARY SCAVENGER HUNT Explore Unicoi County with a chance to win prizes

AUG 25, 6-8 PMTRUNK SHOW WITH ANTIQUE CARS & BLUEGRASS MUSICDowntown Erwin on Main Avenue

AUG 26, 7 PMLOW COUNTRY BOIL CHARITY DINNER AND LIVE CAJUN BANDThe Bramble

AUG 27, 6 PMELEPHANT MAGIC & PROUD MARY GLOW PARADEDowntown Erwin• Food trucks, street performers

and hoolahoop troup• Hands on Museum Sensory

Kid Zone, 6-8:45 p.m.• Paint drum circle sponsored

by Kindermusic (old clothing recommended)

• Glow parade, 9:30 p.m. • All kids welcome!

PROUD SUPPORTER

To purchase dinner tickets and merchandise, visit riseerwin.bigcartel.com. For more information about the Erwin Elephant Revival and how you can support the project, please contact us at [email protected] or call 423-220-7624.

Events are organized by the R.I.S.E Erwin Initiative

All proceeds from these events benefit the Elephant Santuary in Hohenwald, Tenn.


Matt [email protected]

engaging winning millennials workplaces: in …

Documents