How to Communicate About Advancing the Common Good

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How to Communicate About Advancing the Common
Good LIVE UNITED
How to Communicate About Advancing the Common
Good LIVE UNITED
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THE WORK OF UNITED WAY
WHAT
HOW
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Brand Strength and Challenges

• Valued by Interbrand at 34.7 billion, among Top
  10 most valuable global brands
• Brand Challenges
• Differentiation
• Relationship
• Reach

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To What End?

• United Way viewed favorably, but public lacks
  understanding of our work and what the brand
  stands for
• Opportunity to build on the work of the National
  Professional Council impact metrics task force
• Need a brand frame that balances head and heart

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Positioning Interdependent Collective
Community
Collective
Individual
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United Way. Advancing the Common Good
Brand Positioning
Creating the opportunities for a good life for
all by focusing on
Brand Promise
Education Helping children youth achieve their
potential
Income Promoting financial stability and
independence
Health Improving peoples health
Priority Impact Areas

• Readiness to achieve in school
• Academic achievement
• Productive engaged youth

• Maternal health and infant well-being
• Basic health care coverage and prevention
• Healthy youth and adults

• Increased income
• Increased savings
• Assets gained and sustained

Results to Measure
Community Volunteer Engagement
Community Investment
Donor Relationships
2-1-1
Strategic Foundation
Resource Generation
Inclusion
Partnerships
Public Policy
Standards of Excellence
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Print
TM
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Print
TM
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Localized Print
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Fractional Print ad
TM
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Hispanic Print
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Out-of-Home
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Web banner ads
Social network site ads
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LIVE UNITED on Facebook.com
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Advancing the Common Good Message Platform
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4 Message Drivers / 4 Dots to Connect
Advancing the Common Good
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4 Message Drivers / 4 Dots to Connect
Education, Income Health
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4 Message Drivers / 4 Dots to Connect
Lasting Changes
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4 Message Drivers / 4 Dots to Connect
LIVE UNITED.
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Advancing the Common Good

• Advancing the Common Good means creating
  opportunities for a better life for all.
• Message Supports
• When we reach out a hand to one, we influence the
  condition of all.
• We all win when a child succeeds in school, when
  families are financially stable and when people
  have good health.
• These results/changes have benefits that ripple
  out to the community as a whole.

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Education, Income Health

• There are basic things that we all need for a
  good life a quality education that leads to a
  stable job, income that can support a family
  through retirement, and good health.
• Message Supports
• United Way is focused on the building blocks for
  a better life
• Education Helping children and youth achieve
  their potential
• Income Promoting financial stability leading
  toward independence
• Health Improving peoples health

Plug in goals, when available
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Lasting Changes

• Our goal is to create long-lasting changes by
  addressing the underlying causes of problems.
• Message Supports
• We dont just address the symptoms of a problem.
  We go deeper, to get at the underlying causes.
• Prevention

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LIVE UNITED.

• Living United means being a part of the change.
• Message Supports
• It takes everyone in the community working
  together to create a brighter future.
• Together, we can accomplish more than any single
  group can on its own.
• Give. Advocate. Volunteer. LIVE UNITED.

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Gretchen MorseUnited Way of Chittenden County
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Storytelling Formula

• Who I am
• I give/advocate/volunteer by . . .
• I care about education/income/health because . .
  .
• Im trying to change . . . .
• Thats how I LIVE UNITED

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Loraine Joe
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Action Alert (Advocate)
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United Way Templates in Constant Contact
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Guerrilla Marketing / Events