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The Road to Community Impact: Changing Direction

The 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. Topics. What is “community impact”?

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The Road to Community Impact: Changing Direction

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  1. The Road to Community Impact:Changing Direction

  2. 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 The Road to Community Impact: Changing Direction

  3. Topics What is “community impact”? How is where we’re going different from where we’ve been? The Road to Community Impact: Changing Direction

  4. Topics What is “community impact?” How is where we’re going different from where we’ve been? The Road to Community Impact: Changing Direction

  5. Community Impact is . . . • Improving lives • by mobilizing communities • to create lasting changes in community conditions The Road to Community Impact: Changing Direction

  6. create lasting changes in community conditions Mobilizing communities that to improve lives   Community Impact is . . . The Road to Community Impact: Changing Direction

  7. Mobilizing communities • 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 The Road to Community Impact: Changing Direction

  8. Mobilizing communities create lasting changes in community conditions to  • 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 The Road to Community Impact: Changing Direction

  9. Mobilizing communities that improve lives  create lasting changes in community conditions to  • 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 The Road to Community Impact: Changing Direction

  10. United Way of Chittenden County, Burlington, VT The 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.  Task Force partners developed a coordinated package of services for truant students.  United Way provided financial and other resources and leveraged funds from community stakeholders to support community dropout-reduction strategies. The Road to Community Impact: Changing Direction

  11. United Way of Chittenden County, Burlington, VT The Burlington Truancy Project … 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. The Road to Community Impact: Changing Direction

  12. United Way of Chittenden County, Burlington, VT The Burlington Truancy Project …and improve lives.  The Burlington School District dropout rate has fallen by two thirds, falling from 10% in 1999 to 3.5% in 2004. The Road to Community Impact: Changing Direction

  13. create lasting changes in community conditions Mobilizing communities that to improve lives   Community impact is . . . The Road to Community Impact: Changing Direction

  14. Topics What is “community impact”? How is where we’re going different from where we’ve been? The Road to Community Impact: Changing Direction

  15. On the Road to Community Impact Where we’re going is different from where we’ve been • Strategies • Partners • Ownership • Resources • United Way’s role • Investor relationships • United Way operations The Road to Community Impact: Changing Direction

  16. Mobilizing communities create lasting changes in community conditions that to improve lives   New Direction #1 What Strategies Do We Pursue? • Not only fundingdirect services • Creating lasting changes in community conditions The Road to Community Impact: Changing Direction

  17. Mobilizing communities create lasting changes in community conditions that to improve lives   New Direction #1 What Strategies Do We Pursue? • Not only fundingdirect services • Creating lasting changes in community conditions The Road to Community Impact: Changing Direction

  18. Direct-service strategy Individual/Family The Road to Community Impact: Changing Direction

  19. Individual/Family The Road to Community Impact: Changing Direction

  20. Community Individual/Family The Road to Community Impact: Changing Direction

  21. Community Individual/Family change The Road to Community Impact: Changing Direction

  22. Community Individual/Family change strategy The Road to Community Impact: Changing Direction

  23. Historical trends Economic conditions Public attitudes Media messages Public sector practices Health care system practices Community Issue Private sector practices Educational system practices Neighborhood conditions System relationships Family characteristics Personal choices Many Factors Influence Pressing Community Issues The Road to Community Impact: Changing Direction

  24. Community Issue Family characteristics Personal choices Most Direct-service Programs Address Only One or Two Influences The Road to Community Impact: Changing Direction

  25. Historical trends Economic conditions Public attitudes Media messages Public sector practices Health care system practices Community Issue Private sector practices Educational system practices Neighborhood conditions System relationships Family characteristics Personal choices Creating Community Change Will Require New Approaches and Additional Partners The Road to Community Impact: Changing Direction

  26. New Direction#2Who Helps Create Community Change? • Not only agencies The Road to Community Impact: Changing Direction

  27. marketing & communications resource development research investor relations public policy agencies neighborhood associations government community systems businesses Changing Filters: OLD United Way community impact The Road to Community Impact: Changing Direction

  28. community impact Changing Filters: NEW neighborhood associations community systems businesses government public policy resource development marketing & communications investor relations research United Way agencies The Road to Community Impact: Changing Direction

  29. Potential Partners:Whoever Can Play a Role • Agencies • Individuals • Corporations • Labor groups • Government • Foundations • Media • Academia • Institutions • Systems • Formal organizations • Informal associations • Neighborhood networks • Faith-based groups • . . . • . . . The Road to Community Impact: Changing Direction

  30. Targeted community outcomes Needed changes in community conditions Coordinated community change strategy 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 Institutions Associations Neighborhoods United Way Faith community Corporations Agencies Networks Individuals Labor groups Foundations Academia etc. Partnering to Achieve Community Impact The Road to Community Impact: Changing Direction

  31. New Direction #3 Who Owns a Community Change Effort? • NotUnited Way • Acommunity The Road to Community Impact: Changing Direction

  32. e.g., • People who live or work in the United Way’s geographic service area What Is a “Community?” People united by common interests and a shared commitment to act • People who live or work in an even larger area where multiple United Ways are collaborating • Residents of a neighborhood or school district • People concerned with a specific issue—e.g., child development, independence for seniors • People associated by a common characteristic—e.g., physical disability, English as a second language The Road to Community Impact: Changing Direction

  33. A United Way may be involved with multiple communities in multiple community change efforts The Road to Community Impact: Changing Direction

  34. Pursuing a Community’s Change Effort • The community owns it • The community is accountable for it • The community partners share responsibility and credit The Road to Community Impact: Changing Direction

  35. New Direction#4 What Resources Will We Need? • Not onlymoney • People • Relationships • Time • Talent • Wisdom • Expertise • Leadership • Influence • Technology • Financial assets • . . . • . . . The Road to Community Impact: Changing Direction

  36. New Direction#5 What Is United Way’s Role? • Not onlyfunder/fundraiser • A variety of roles, depending on: • specific issue • community change strategy • resources needed (relationships, expertise, etc.) • partners’ strengths and responsibilities • United Way strengths, priorities, relationships, commitments • . . . The Road to Community Impact: Changing Direction

  37. Potential Roles for United Way • 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 • . . . • . . . The Road to Community Impact: Changing Direction

  38. 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 The Road to Community Impact: Changing Direction

  39. New Direction#6 What Is Our Connection With Investors? • Not just anannual transaction • A long-term relationship The Road to Community Impact: Changing Direction

  40. New Direction#6How Do We Describe Contributions? • Not as donations to United Way • As investments in ! Issues !! Strategies !!! Solutions !!!! THE COMMUNITY The Road to Community Impact: Changing Direction

  41. New Direction#6Where Do We Go for Investments? • Not just an annual workplace campaign • Diverse sources for targeted purposes • Major gifts • Planned gifts/endowments • Government & foundation grants • Corporate donations • Targeted sponsorships • Gifts by web • Leveraged funds • In-kind contributions • Fees for service • . . . The Road to Community Impact: Changing Direction

  42. Resource Development Resource Distribution New Direction #7 How Does United Way Operate? • Not as two separate businesses: • As a community impact business: all organizational resources & activities aligned for community impact The Road to Community Impact: Changing Direction

  43. Alignment • 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 staff • Alsovolunteers The Road to Community Impact: Changing Direction

  44. Alignment • Not just about organizational charts or job descriptions • More about mindset and culture • Everyone has responsibilities for achieving community impact • Everyone has responsibilities for mobilizing resources • Everyone has responsibilities for creating the brand experience The Road to Community Impact: Changing Direction

  45. Targeted community outcomes United Way’s roles in community change efforts Aligned organizational resources Finance Staff Agency relations Volunteers Community research Human resources Community investment Marketing & communications Resource development Public policy Investor relations Governance Aligning to Achieve Community Impact The Road to Community Impact: Changing Direction

  46. To Partners are whoever can play a role A community owns the effort Resources include people, relationships, expertise, etc. United Way plays various roles Create long-term relationships with diverse community investors All organizational resources align The Road to Community Impact: Changing Direction From Strategy is to fund direct services Strategy is to change community conditions Partners are primarily agencies United Way owns the effort Resources = money United Way’s role is funder/ fundraiser Ask donors for money for United Way once a year United Way operates as two separate businesses The Road to Community Impact: Changing Direction

  47. 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 The Road to Community Impact: Changing Direction

  48. Community Impact is . . . Improving lives by mobilizing communities to create lasting changes in community conditions The Road to Community Impact: Changing Direction

  49. 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) The Road to Community Impact: Changing Direction

  50. The Road to Community Impact: Changing Direction

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