the road to community impact: changing direction
TRANSCRIPT
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The Road to Community Impact:Changing Direction
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2The Road to Community Impact: Changing Direction
New Mission of the United Way System
Improving lives by mobilizing
the caring power of communities
Achieving the new mission calls for a new business model – a community impact business model
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3The Road to Community Impact: Changing Direction
What is “community impact”?
How is where we’re going different from where we’ve been?
Topics
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4The Road to Community Impact: Changing Direction
What is “community impact?”
How is where we’re going different from where we’ve been?
Topics
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5The Road to Community Impact: Changing Direction
Community Impact is . . .
by mobilizing communities
to create lasting changes in community conditions
Improving lives
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6The Road to Community Impact: Changing Direction
Community Impact is . . .
Mobilizing communities
create lasting changes in community conditions
to
that
improve lives
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7The Road to Community Impact: Changing Direction
For example:
• Meeting with neighborhood residents to identify their concerns and assets
• Working with advocates for homeless families on setting priorities for action
• Partnering with residents and experts to pinpoint root causes of and promising responses to family violence
• Convening strategic partners to develop a plan to provide transportation for disabled persons
• Collaborating with opinion leaders to raise awareness of isolated seniors
• Engaging the 2-1-1 service to enlist interested people and organizations in advocating for quality child care
• Linking investors concerned about health care access with efforts to address the issue
Mobilizing communities
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8The Road to Community Impact: Changing Direction
For example:
• Banks change lending practices to increase the supply of quality affordable housing
• Businesses provide regular and varied internship and apprenticeship opportunities for youth
• Civic groups (Junior League, Kiwanis, etc.) provide volunteers and other resources to early literacy efforts
• Neighborhood associations in high-crime areas influence the city council to provide funds for improved street lighting
• State and local governments enact new policies and allocate added funds for quality early childhood education
• Public attitudes toward child abuse become less tolerant
create lasting changes in community conditions
to
Mobilizing
communities
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9The Road to Community Impact: Changing Direction
For example:
• Low-income children in pilot school districts reach targeted developmental benchmarks
• Families of workers without health insurance have preventive health care
• High school juniors and seniors demonstrate commitment to community involvement
• Homeless families are in quality transitional housing
• Workers laid off in company closings develop needed technical and educational skills
• Residents of high-crime neighborhoods experience increased safety
• Home-bound seniors in central-city high-rises have nutritional, social, and medical support
that
improve lives
to
Mobilizing
communities
create lasting changes in community conditions
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10The Road to Community Impact: Changing Direction
United Way of Chittenden County, Burlington, VTThe Burlington Truancy Project
Mobilizing the caring power of the community...
A Truancy Task Force -- non-profit service providers, school district, police department, school administrators, juvenile court judges, attorneys, child protection agencies, and the United Way -- convened to address the school district’s high dropout rates.
United Way provided financial and other resources and leveraged funds from community stakeholders to support community dropout-reduction strategies.
Task Force partners developed a coordinated package of services for truant students.
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11The Road to Community Impact: Changing Direction
… to create lasting changes in community conditions ...
The Burlington School District instituted new truancy policies and procedures. It now tracks student absences closely and follows up with every student who drops out to offer alternative educational opportunities.
The Juvenile Court, cooperating with the State’s Attorney, now reserves monthly court time to hear truancy cases.
Vermont state agencies, such as the Department of Social and Rehabilitative Services, now provide all truant students with services that remove barriers to school attendance.
United Way of Chittenden County, Burlington, VTThe Burlington Truancy Project
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12The Road to Community Impact: Changing Direction
…and improve lives.
The Burlington School District dropout rate has fallen by two thirds, falling from 10% in 1999 to 3.5% in 2004.
United Way of Chittenden County, Burlington, VTThe Burlington Truancy Project
Dropout Rate for Burlington School District Students
10.0%
4.2%3.5%
6.4%
5.0%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
1999 2001 2002 2003 2004
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13The Road to Community Impact: Changing Direction
Mobilizing communities
create lasting changes in community conditions
to
that
improve lives
Community impact is . . .
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14The Road to Community Impact: Changing Direction
What is “community impact”?
How is where we’re going different from where we’ve been?
Topics
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15The Road to Community Impact: Changing Direction
Where we’re going is different from where we’ve been
On the Road to Community Impact
• Strategies• Partners• Ownership• Resources• United Way’s role• Investor relationships• United Way operations
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16The Road to Community Impact: Changing Direction
New Direction #1
What Strategies Do We Pursue?
Not only funding direct services
Creating lasting changes in community conditions
Mobilizing communities
create lasting changes in community conditions
to
improve livesthat
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17The Road to Community Impact: Changing Direction
Not only funding direct services
Creating lasting changes in community conditions
New Direction #1
What Strategies Do We Pursue?
Mobilizing communities
create lasting changes in community conditions
to
improve livesthat
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18The Road to Community Impact: Changing Direction
Individual/Family
Direct-service strategy
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19The Road to Community Impact: Changing Direction
Individual/Family
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20The Road to Community Impact: Changing Direction
Community
Individual/Family
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21The Road to Community Impact: Changing Direction
Individual/Family
Community
change
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22The Road to Community Impact: Changing Direction
Individual/Family
change
Community
strategy
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23The Road to Community Impact: Changing Direction
Many Factors Influence Pressing Community Issues
Community Issue
Personal choices
Family characteristics
System relationships
Educational system practices
Health care system practices
Media messages
Historical trends
Economic conditions
Public attitudes
Public sector practices
Private sector practices
Neighborhood conditions
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24The Road to Community Impact: Changing Direction
Most Direct-service Programs Address Only One or Two Influences
Community Issue
Personal choices
Family characteristics
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25The Road to Community Impact: Changing Direction
Creating Community Change Will Require New Approaches and Additional Partners
Economic conditions
Public attitudes
Historical trends
Media messages
Public sector practices
Private sector practices
Neighborhood conditions
System relationships
Family characteristics
Personal choices
Health care system practices
Educational system practices
Community Issue
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26The Road to Community Impact: Changing Direction
New Direction #2 Who Helps Create Community Change?
Not only agencies
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27The Road to Community Impact: Changing Direction
United Way
communityimpact
Changing Filters: OLD
agen
cies
resource
development
public policyresearch
marketing & communications
investorrelations
governmentcommunity systems
neighborhood
associations
businesses
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28The Road to Community Impact: Changing Direction
com
mun
ity im
pact
neighborhood associationscommunity systemsbusinessesgovernment
public policyresource developmentmarketing & communicationsinvestor relationsresearch
UnitedWay
agencies
Changing Filters: NEW
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29The Road to Community Impact: Changing Direction
Individuals Corporations Labor groups Government Foundations Media Academia Institutions Systems Formal organizations Informal associations Neighborhood networks Faith-based groups . . . . . .
Agencies
Potential Partners:Whoever Can Play a Role
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30The Road to Community Impact: Changing Direction
Needed changes in community conditions
Targeted community outcomes
Institutions
Corporations
Associations Neighborhoods
Faith community
United Way
Agencies
Networks Individuals Labor groups Academia etc.Foundations
C o m m u n i t y a s s e t s / p a r t n e r s / i n v e s t o r s
Coordinated community change strategy
Partnering to Achieve Community Impact
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31The Road to Community Impact: Changing Direction
Not United Way
A community
New Direction #3
Who Owns a Community Change Effort?
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32The Road to Community Impact: Changing Direction
What Is a “Community?”
People who live or work in an even larger area where multiple United Ways are collaborating
People who live or work in the United Way’s geographic service area
e.g.,
People associated by a common characteristic—e.g., physical disability, English as a second language
Residents of a neighborhood or school district People concerned with a specific issue—e.g., child
development, independence for seniors
People united by common interests and a shared commitment to act
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33The Road to Community Impact: Changing Direction
A United Way may be involved with
multiple communities in
multiple community change efforts
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34The Road to Community Impact: Changing Direction
Pursuing a Community’s Change Effort
The community owns it
The community is accountable for it
The community partners share responsibility and credit
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35The Road to Community Impact: Changing Direction
New Direction #4
What Resources Will We Need?
Not only money
People Relationships Time Talent Wisdom Expertise Leadership Influence Technology Financial assets . . . . . .
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36The Road to Community Impact: Changing Direction
Not only funder/fundraiser
A variety of roles, depending on:
New Direction #5
What Is United Way’s Role?
- specific issue
- community change strategy
- resources needed (relationships, expertise, etc.)
- partners’ strengths and responsibilities
- United Way strengths, priorities, relationships, commitments
- . . .
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37The Road to Community Impact: Changing Direction
Partner/collaborator Community engager Convener Leader Data provider & analyst Issue educator Planning specialist Resource mobilizer Philanthropic advisor Investor Policy advocate Implementation manager Behind-the-scenes facilitator . . . . . .
Potential Roles for United Way
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38The Road to Community Impact: Changing Direction
United Way’s Role in a Community Change Strategy Might Be . . .
Partnering to develop a website that helps people find ways to participate in the community
Raising corporate CEOs’ understanding of the effects of homelessness on the community
Helping the health department and school system work out more effective back-up for school nurses
Mustering 20,000 letters supporting increased funding for housing rehabilitation
Engaging a civic group to administer an endowed scholarship fund for children of recent immigrants
Securing donations of 200 new computers with technical support for homebound seniors
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39The Road to Community Impact: Changing Direction
Not just an annual transaction
A long-term relationship
New Direction #6
What Is Our Connection With Investors?
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40The Road to Community Impact: Changing Direction
Not as donations to United Way
As investments
! Issues
!!!! StrategiesStrategies
!!! Solutions
!!!! THE COMMUNITY
in
New Direction #6
How Do We Describe Contributions?
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41The Road to Community Impact: Changing Direction
$ Major gifts$ Planned gifts/endowments$ Government & foundation grants$ Corporate donations$ Targeted sponsorships$ Gifts by web$ Leveraged funds$ In-kind contributions$ Fees for service $ . . .
Not just an annual workplace campaign
Diverse sources for targeted purposes
New Direction #6
Where Do We Go for Investments?
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42The Road to Community Impact: Changing Direction
New Direction #7
How Does United Way Operate?
As a community impact business:
Not as two separate businesses:
Resource Development
Resource Distribution
all organizational resources & activities aligned for community impact
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43The Road to Community Impact: Changing Direction
Alignment
Also volunteers
Not just staff
Not staff knowing only about their own function
Staff understanding how their function integrates into the new business model
Not all staff having the same skills
Staff having specialized skills, yet working together
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44The Road to Community Impact: Changing Direction
Not just about organizational charts or job descriptions
More about mindset and culture
Alignment
Everyone has responsibilities for achieving community impact
Everyone has responsibilities for mobilizing resources
Everyone has responsibilities for creating the brand experience
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45The Road to Community Impact: Changing Direction
Aligning to Achieve Community Impact
Targeted community outcomes
United Way’s roles in community change efforts
Aligned organizational resources
Volunt
eers
Finance
Agency relationsC
omm
unity
rese
arch P
ublic policy
Gov
erna
nce R
esource
development
Mar
ketin
g &
com
mun
icat
ions
Inve
stor
rel
atio
ns
Com
munity investm
ent
Staff
Hum
an resources
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46The Road to Community Impact: Changing Direction
The Road to Community Impact: Changing Direction
United Way owns the effort
United Way’s role is funder/ fundraiser
From
Strategy is to fund direct services
Partners are primarily agencies
Resources = money
Ask donors for money for United Way once a year
A community owns the effort
United Way plays various roles
Create long-term relationships with diverse community investors
Partners are whoever can play a role
Strategy is to change community conditions
To
United Way operates as two separate businesses
All organizational resources align
Resources include people, relationships, expertise, etc.
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47The Road to Community Impact: Changing Direction
• This is a journey
• It will take time
• It will take many steps
• It will not be easy
• We know a lot already
• We have a lot more to learn
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48The Road to Community Impact: Changing Direction
Community Impact is . . .
Improving lives
by
mobilizing communities
to
create lasting changes
in community conditions
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49The Road to Community Impact: Changing Direction
Related Resources on United Way Online
• Aligning for Impact (keyword: Alignment)
• Brand Management page (www.online.unitedway.org/brand)
• Brand strategy presentations from UWA and local United Ways (keyword: BrandForum)
• Community Impact Practices Survey, Part I -- Results (keyword: Research; click “Community Impact Practices”)
• Essential Attributes of a Community Impact United Way (keyword: Essential Attributes)
• Ogre Story (keyword: Ogre)
• Six That Got Results and How They Did It (keyword: SixThatGotResults)
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50The Road to Community Impact: Changing Direction