4Results Together COMMUNITY PARTNERSHIPS FOR PROTECTING CHILDREN

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4Results TogetherCOMMUNITY PARTNERSHIPS FOR
PROTECTING CHILDREN
GETTING THE MESSAGES OUT THAT LEAD TO ACTION
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ACTION MESSAGES

• We tell the story about the changes we are making
  to protect our children.
  
• We know what our partnership does well to make
  changes happen.

• We know how to reach out to important individual
  stakeholders.
  
• We create an image of results both for families
  and for the community.

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GETTING THE MESSAGES OUT THAT LEAD TO ACTION
ONE We Tell the Story about the Changes We Are
Making to Protect Our Children
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• Wisdom is the reward you get for a lifetime of
  listening when youd have preferred to talk.
  

Doug Larson

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OBTAINING DATA
BEING INFORMED
GETTING INFORMED
90 of people Inundated with information Have
no strategies for separating clutter from what is
useful
10 of people Actively pursue new information
Have strategies for extracting information and
applying knowledge
Professor Herb Dordick, University of Southern
California Annenberg School of Communications
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DATA SOURCES

• Using Existing Sources
• Federal, state and local government agencies
• Other nonprofits
• Academic institutions
• Media
• Funders

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DATA SOURCES

• Using Existing Sources
• Advertising/PR firms
• Research firms
• Business trade associations
• Professional associations
• Media

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DATA SOURCES

• Creating Your Own Sources
• Networking
• Surveys
• Focus groups
• Advisory councils

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FOUR STRATEGIES

• Utilizing Community Partnerships for Protecting
  Children Plans
  
• Individualized course of action is implemented
  for all at risk children and families
  
• Partnership organizes a network of neighborhood
  and community supports

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FOUR STRATEGIES

• Utilizing Community Partnerships for Protecting
  Children Plans
  
• Child protection service agency begins to adopt
  new policies, practices, roles and
  responsibilities
  
• Partnership establishes a local decision-making
  body that reviews effectives and engages
  community members

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• Never mistake knowledge for wisdom. One helps you
  make a living the other helps you make a life.
  

Sandra Carey

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TELL THE STORY UNDERSTANDING NEEDS

• What are the needs of children, their families
  and the systems that support them?
  
• How are these needs changing over time?

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TELL THE STORYRESPONDING TO NEEDS

• How are we continually assessing needs?
• How are we creating and adapting our desired
  outcomes based on changing needs?

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TELL THE STORY MAKING THE CHANGES WE SEEK

• How are we demonstrating that children and their
  families are benefiting?
  
• How are we showing that the systems are improving?

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KEY LEARNING

• When we tell the story that we know the needs of
  the community, demonstrate that children and
  their families are benefiting, and show how
  systems are improving, we attract support for the
  work of our partnership.

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TWO We Know What Our Partnership Does Well to
Make Changes Happen
GETTING THE MESSAGES OUT THAT LEAD TO ACTION
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THREE TYPES OF ACCOMPLISHMENTS

• What we set out to do big and small and
  achieved
  
• What we never planned but came our way and we
  accomplished
  
• What we set out to do or came our way and we
  transformed into major successes

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• Sometimes opportunity knocks, but most of the
  time it sneaks up and then quietly steals away.
  

Doug Larson

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SUCCESSES INTO COMPETENCIES

• Success Reporting on the overall needs of
  children and their families or on specific issues
  like mental health. These reports are well
  received and used to shape policy, funding and
  program development.

• Core Competency Research Translation - turning
  mountains of data and information into meaningful
  tools and stories that decision-makers can use to
  make better resolutions.

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SUCCESSES INTO COMPETENCIES

• Success Identifying current issues for
  consideration facilitating the process of
  deliberation among multiple stakeholders and
  serving as the voice for the united position.

• Core Competency Advocacy - Successful efforts to
  get multiple organizations to deliberate and take
  a united position on a particular issue.
  

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SUCCESSES INTO COMPETENCIES

• Success Major coordinated stories placed in
  local and national media for complete pictures of
  issues facing children pitching a well-crafted
  story coordinating viewpoints to shape the
  overall story.

• Core Competency Media Relations - Serving as the
  source of unbiased, credible information on
  protecting children...the place where the media
  turns for help in finding the authoritative
  voices to shape a story.

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CORE COMPETENCIES

• Core Competency is something that a partnership
  does well that meets the following conditions
  
• It provides consumer benefits
• It is hard for competitors to imitate
• It can be leveraged widely to many products and
  markets

Hamel and Prahalad
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COMMUNITY NEEDS

• Various community constituencies
• Each constituency has opinions and
  self-interests
  
• Opinions and self-interests translate into needs
  and systems

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FRAME SUCCESS

• Demonstrate partnership competencies in ways and
  terms that fit community needs and systems

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FRAMEWORK FOR SUCCESS
COMMUNITY
PARTNERSHIP
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KEY LEARNING

• When we frame our accomplishments in ways that
  meet the needs of our community constituencies,
  we demonstrates our core competencies and build
  further support.

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THREE We Know How to Reach Out to Important
Individual Stakeholders
GETTING THE MESSAGES OUT THAT LEAD TO ACTION
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SALES/STRATEGIC THINKING
Sales
Impact Relationship
Solution Commitment
Strategic Thinking
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STAKEHOLDERS
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• If we dont take time to ask who the customer is,
  its always me.
  

Steve Helig

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STRATEGY

• The amplifying of relationships to generate
  resources prior to taking action.
  

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RELATIONSHIPS

• What relationships need to be developed,
  repaired, improved, sustained or blocked to
  achieve our desired impact?

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STRATEGIC THINKING

• Restate desired results to reflect stakeholders
  opinion and self-interests
  
• Decide the best approach to stakeholder

• Define the desired impact
• Name each stakeholder
• Learn opinions and beliefs
• Learn self-interests and motivations

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KEY LEARNING

• Having the right people support us or at least
  not block us will let us succeed over time and
  build greater resources.

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FOUR We Create an Image of Results both for
Families and for the Community
GETTING THE MESSAGES OUT THAT LEAD TO ACTION
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• The future belongs to brands that are less about
  product and more about relationships,
  relationships based on authenticity and
  sustainability.

Chris Riley

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COMMUNICATIONS

• What is our results-based message and brand
  identity that differentiates us?
  
• How do we communicate what we are achieving in a
  persuasive way that sustains our efforts?

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PROMOTE IMPACT
PERSONAL CONTACTS

• SEGMENTED APPROACHES

MATERIALS
MEDIA
GROUPS/GATHERINGS
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ARRT of COMMUNICATION

• Attract Attention
• Realize Benefit
• Report Information
• Target Action

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• It is the naming rather than the making of a
  thing that draws a crowd.
  

Lewis Lapham, former editor,Harpers

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CONVEY THE IMAGE
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KEY LEARNING

• Managing communications well for different
  community constituencies allows us to develop the
  resources we need to sustain our partnership.

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• People give to success, not to need.

Mike Winer

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TAKING THIS HOME TELLING THE STORY

• What kinds of data do we have and what do we
  need?
  
• What stories do we tell now and what should we be
  saying?

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TAKING THIS HOME FRAMING COMPETENCIES

• What are our competencies?
• What do various factions of our community need?
• How do we frame our competencies to show we are
  meeting community needs?

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TAKING THIS HOME REACHING OUT

• Who are our important individual stakeholders?
• What plans do we have for reaching out to each
  one based on individual opinions and
  self-interests?

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TAKING THIS HOME CREATING AN IMAGE

• What segments of the community do we need to
  reach?
  
• How do we attract their attention, show them
  benefit and get them to take action, however
  small?

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In the End is Our Beginning
PERSEVERANCE AND AUDACITY GENERALLY WIN