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Communicating Program Success Eva McGann, Presenter

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The Tipping Point, Malcolm Gladwell The Stickiness Factor Columbia Record Club Account Howard Leventhal Tetanus Experiment Sesame Street Blues Clues The ... – PowerPoint PPT presentation

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Title: Communicating Program Success Eva McGann, Presenter


1
Communicating Program Success Eva McGann,
Presenter
2
Goal and Objectives of Workshop
  • Goal
  • Build the capacity of participants to develop
    strategies for communicating program success in
    order to generate financial, social, and
    environmental support for a program.

3
Goal and Objectives of Workshop
  • Objectives
  • Identify the formula for a success story
  • Apply the criteria for a success story
  • to a program
  • Describe three ways in which
  • success stories can be used

4
Evaluation Framework
STEPS
Engage Stakeholders
Describe the Program
Ensure Use and Share Lessons Learned
STANDARDS Utility Feasibility Propriety Accurac
y
Focus the Evaluation Design
Justify Conclusions
Gather Credible Evidence
5
Purpose of Communicating Impact
  • Concisely and effectively describe a programs
    success
  • Generate support for youth development programs
    that improve the health of young people
  • Communicating Program Impact Through Success
    Stories, McCarthy, and Beistle

6
How Can this Benefit your Program?
  • Funders can have a story to share with their
    board
  • You become an expert in your community
  • You can be viewed as a resource in your community

7
What is the Goal of your Story?
  • Build a stronger profile in your community
  • Educate community stakeholders
  • Reach parents and youth
  • Guide to Communications and Media Relations,
    Jeffrey Rosenberg

8
What is the Goal of your Story?
  • Strengthen fundraising efforts
  • Increase understanding in your community

9
What is Success?
  • Dictionary Definition of Success
  • the achievement of something planned or
    attempted
  • The only place where success comes before work
    is in the dictionary!
  • Vidal Sassoon

10
What is a Success Story?
  • Positive change which occurred as a result of the
    program efforts
  • The change can be
  • Social Students remaining abstinent or
    returning to abstinence
  • Environmental -- School environment increases
    integrity and character
  • Economic -- Decrease public assistance spent on
    non-marital births
  • Writing Program Success Stories, Richardson and
    Corbin

11
Abstinence Makes the Heart Grow Fonder!
  • Title
  • Does the Title
  • Capture the readers attention?
  • Avoid Acronyms?
  • Contain a Verb/Action?
  • Appear short and concise?

12
Formula for a Story
  • PPPP I C
  • Problem
  • Program
  • People
  • Partners
  • Impact
  • Conclusion
  • Developing and Communicating Effective Program
    Success Stories for Enhanced Accountability,
  • John G. Richardson

13
Formula for a Story Continued
  • Problem
  • Does the problem statement
  • Have a strong lead sentence?
  • Provide specific information about problem
  • (ex. Rate of teen pregnancy, STDs etc.)

14
Formula for a Story Continued
  • Problem
  • Does the problem statement
  • Use stats that can be verified? (CDC, NIH)
  • Tie problem to a cost burden? (ex. How much does
    your school spend to provide pregnant and
    parenting teens programming?)

15
Formula for a Story Continued
  • Problem
  • Does the problem statement
  • Specify the affected population?
  • Provide an emotional hook?
  • Avoid wordiness or passive language?
  • Make a clear concise statement about single
    issue?

16
Formula for a Story Continued
  • Program/Activity
  • Does the Program/Activity statement
  • Have a strong transition between the problem
    section and the program section?
  • Link activities to funded programs?
  • Identify who was involved in the
    program/activity?

17
Formula for a Story Continued
  • Program/Activity
  • Does the Program/Activity statement
  • Identify both where and when the program/activity
    occurred?
  • Specify steps taken to carry out the
    program/activity?
  • Describe how program/activity progress is
    monitored?

18
Formula for a Story Continued
  • People
  • Be specific in who you are talking about
  • Teachers
  • Students
  • Parents
  • Ages
  • Number of People
  • Region/Locality
  • Males/Females

19
Formula for a Story Continued
  • Partners
  • Allows readers to know that you arent the only
    one who values this message
  • Can lend credibility to both partners
  • May bring additional inquiries about
  • how others can help

20
Formula for a Story Continued
  • Impact
  • Get a testimonial from the participant
  • Should reflect what has happened to
  • program participants as a result of
  • their participation

21
Formula for a Story Continued
  • Impact
  • Identify changes that have taken place
  • in the participants
  • knowledge
  • skills
  • attitudes
  • aspirations
  • behavior

22
Formula for a Story Continued
  • Impact
  • What behaviors have been adopted and implemented
    as a result of this program?
  • What social, environmental or economic changes
    should be expected as a
  • result of evaluation?

23
Formula for a Story Continued
  • Conclusion
  • Identify key contact person if someone wants to
    know more about the program
  • Identify funding sources that have made program
    possible
  • Grants
  • Local businesses
  • Civic groups

24
Key Elements to a Success Story
  • Link Compelling Changes and Benefits for Youth
  • Use Lay Language
  • Think like a wise man, but
  • communicate in the language
  • of the people
  • William Butler Yeats

25
Key Elements to a Success Story Continued
  • Draw upon Data
  • Do Not Overstate Facts
  • Develop an Angle
  • Human Interest
  • Startling Stats
  • Inventive Approach or Solution

26
Key Elements to a Success Story Continued
  • Write for the reader not yourself
  • Did your program
  • Improve the health of the reader or those they
    care about?
  • Educate or inform the reader about a health
    problem that could affect them or their family?
  • Provide information that makes them look good or
    keeps them from looking bad?
  • Writing an Effective Success Story, CDC/DASH

27
Key Elements to a Success Story Continued
  • Create an emotional hook
  • Who was at risk?
  • Who was suffering
  • Whose life was changed?
  • Example A local mother is grateful that ABC
    program opened the door for great conversation
    with her daughter

28
The Stickiness Factor
  • The specific quality that a message needs to be
    successful is the quality of stickiness.
  • Is the message memorable?
  • Will it spur someone into action?
  • The Tipping Point, Malcolm Gladwell

29
The Stickiness Factor
  • Columbia Record Club Account
  • Howard Leventhal Tetanus Experiment
  • Sesame Street
  • Blues Clues

30
The Stickiness Factor
  • The lesson of Stickiness is that there is a
    simple way to package information that, under the
    right circumstances, can make it irresistible.
    All you have to do is find it.

  • - Malcolm Gladwell

31
Choose your Audience
  • Tailor your success story to your particular
    audience
  • When speaking to parents, state the story from a
    parents point of view
  • When using a story for a school board, state it
    in terms of how the school will benefit.
  • The worst part of success is trying to find
  • someone who is happy for you.
  • --Bette Midler

32
Choose your Audience
  • Your Success story must appeal to
  • Decision Makers
  • School officials, private funders, government
    funding
  • Tax Payers
  • Parents, grandparents, teachers
  • Reporters
  • Local Newspaper, Radio, Cable Station, School
    Newspaper

33
How can Success Stories Be Used?
  • Presentations
  • Requests from Foundations
  • Budget Documents
  • Publications
  • Trainings
  • Websites

34
Results of Success Stories
Powerful Story
Communicating with Impact, Phil Harkins,
www.linkageinc.com
35
Questions??
  • To be on a quest is to be nothing more than an
    asker of questions.
  • -Sam Keen

36
Contact Information
  • For further information you may contact
  • Eva McGann
  • the Institute for Youth Development
  • P.O. Box 16560
  • Washington, DC 20041
  • emcgann_at_youthdevelopment.org
  • 703-433-1640 Ext. 124
  • This workshop was funded by a Cooperative
    Agreement with
  • the Centers for Disease Control and Prevention
  • Division of Adolescent and School Health
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