The Road to Community Impact: Changing Direction.

The Road to Community Impact:Changing Direction

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


What is “community impact”?

How is where we’re going different from where we’ve been?

Topics


What is “community impact?”


Topics


Community Impact is . . .

by mobilizing communities

to create lasting changes in community conditions

Improving lives



Mobilizing communities

create lasting changes in community conditions

to

that

improve lives


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



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


to

Mobilizing

communities


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



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.


… 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.



…and improve lives.

The Burlington School District dropout rate has fallen by two thirds, falling from 10% in 1999 to 3.5% in 2004.


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




to

that

improve lives

Community impact is . . .


What is “community impact”?


Topics


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


New Direction #1

What Strategies Do We Pursue?

Not only funding direct services

Creating lasting changes in community conditions



to

improve livesthat


Not only funding direct services

Creating lasting changes in community conditions

New Direction #1

What Strategies Do We Pursue?



to

improve livesthat


Individual/Family

Direct-service strategy


Individual/Family


Community

Individual/Family


Individual/Family

Community

change


Individual/Family

change

Community

strategy


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


Most Direct-service Programs Address Only One or Two Influences

Community Issue

Personal choices



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


Personal choices

Health care system practices

Educational system practices

Community Issue


New Direction #2 Who Helps Create Community Change?

Not only agencies


United Way

communityimpact

Changing Filters: OLD

agen

cies

resource

development

public policyresearch

marketing & communications

investorrelations

governmentcommunity systems

neighborhood

associations

businesses


com

mun

ity im

pact

neighborhood associationscommunity systemsbusinessesgovernment

public policyresource developmentmarketing & communicationsinvestor relationsresearch

UnitedWay

agencies

Changing Filters: NEW


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


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


Not United Way

A community

New Direction #3

Who Owns a Community Change Effort?


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


A United Way may be involved with

multiple communities in

multiple community change efforts


Pursuing a Community’s Change Effort

The community owns it

The community is accountable for it

The community partners share responsibility and credit


New Direction #4

What Resources Will We Need?

Not only money

People Relationships Time Talent Wisdom Expertise Leadership Influence Technology Financial assets . . . . . .


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

- . . .


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


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


Not just an annual transaction

A long-term relationship

New Direction #6

What Is Our Connection With Investors?


Not as donations to United Way

As investments

! Issues

!!!! StrategiesStrategies

!!! Solutions

!!!! THE COMMUNITY

in

New Direction #6

How Do We Describe Contributions?


$ 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?


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


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


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


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


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.


• 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



Improving lives

by

mobilizing communities

to

create lasting changes

in community conditions


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)


Date post:	11-Jan-2016
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The Road to Community Impact: Changing Direction.

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