Framing Impact Strategies as Investment Products. Karen E. Napier Director Education Initiatives Metro United Way Louisville, KY May 30, 2012

Transcription

1 Framing Impact Strategies as Investment Products Karen E. Napier Director Education Initiatives Metro United Way Louisville, KY May 30, 2012

2 As a Result of this session, you will be able to: Have a better understanding of what this work is and why it is important. Identify potential products among your United Way s community impact goals and strategies. Know where you can go from here.

3 Topics The Context What is a United Way Product? Overview of the product development process Focus on key getting started steps and tasks Your next steps

4 Advancing the Common Good Creating Opportunities for a Good Life for All EDUCATION Helping Children & Youth Achieve Their Potential INCOME Promoting Financial Stability & Independence HEALTH Improving People s Health Community and Volunteer Engagement Resource Generation Inclusion Partnerships Community Investment Public Policy Donor Relationships How United Way Works The Standards of Excellence

5 How United Way Works Identify COMMUNITY GOALS and concerns Choose a LIMITED NUMBER OF CRITICAL ISSUES Develop IMPACT STRATEGIES that change community conditions to improve lives IMPLEMENT Impact strategies in partnership with others Create MULTI-YEAR RESOURCE DEVELOPMENT PLANS that: FRAME community goals, issues and strategies AS INVESTMENT PRODUCTS CONNECT CONTRIBUTOR INTERESTS with investment products and volunteer opportunities EDUCATE, ENGAGE AND THANK contributors and volunteers

6 IMPLEMENT Impact strategies in partnership with others Measure and communicate RESULTS, learn and improve TO ADVANCE THE COMMON GOOD

7 United Way Business Framework Develop & Implement IMPACT STRATEGIES that improve lives Segment, prioritize, and understand INTEREST OF INVESTORS and build ongoing relationships with them Frame strategies as INVESTMENT PRODUCTS and Connect them to investor Interests/aspirations

8 United Way Business Framework You can t set impact strategies without an eye to investor interests You can t simply respond to investor interests without an eye to the needs of the community Products should be developed with both impact strategies and investor interests in mind Products Impact Strategies Investor Interests

9 Issue Identification Group Work Identify an issue under either Education, Income, or Health that is relevant to your community Select goals State two goals with specific short-term and longterm outcomes Select a person in your group to report Think about what compels people, organizations, businesses, foundations, governments, and others to GIVE. ADVOCATE. VOLUNTEER.

10 Strategy Development Strategies need to be realistic You have to have good reason to believe the strategies will work Identify partners Establish target outcomes Learn why the defined population isn t achieving the intended results already Select evident-based impact strategies and approaches for implementation Scope investor interest in the strategies Determine United Way s and partners core competencies and distinctive roles Define measures of progress and results

11 Group Work Identify Strategies Select three different strategies that will help you reach your goals Be sure you have good reason to believe the strategies will work Select a person in your group to report Think about what compels people, organizations, businesses, foundations, governments, and others to GIVE. ADVOCATE. VOLUNTEER.

12 The Product Development Process Evaluation Product Sales Product Plan Product Definition Strategy Development Issue Identification

13 What is NOT a United Way Product? A recognition program A newsletter An event A business process (governance, allocations, convening) These are important parts of our work, but they do not satisfy either a community need or a donor need for making a difference on a community issues

14 The Product Development Process Not about packaging these products improve lives! Not a step-by-step, cookbook approach Does not have to be slow or laborious Adaptable A useful tool to facilitate effectiveness and ensure that United Way can stand behind every initiative

15 Product Definition In choosing one of the issues, goals, or strategies you could frame as a product, consider: Which one allows the greatest opportunity for success Is attractive to investors with various interests How will this product enhance your United Way s brand trust, community position or visibility

16 Group Work Product Identification Identify two products from your group s strategies Does the product deliver a significant value? Does the product represent a broad enough issue, goal or strategy to offer flexibility? For two of the strategies your group selected formulate a specific list of potential investors Select a person in your group to report Think about what compels people, organizations, businesses, foundations, governments, and others to GIVE. ADVOCATE. VOLUNTEER.

17 Product Plan Set fundraising goals based on financial forecast: Identify product expert Finalize cost, price and financial forecast Set fundraising goals Create a communication plan Set product implementation schedule to proposed sales start date

18 Product Sales Prepare sales team: test resource development plan Create sales collateral that link investor interest to the product Create or identify existing experiences that can link to investor interests to the product Create training tolls for the sales team Develop and deliver training Test materials and experiences with selected investors

19 Evaluation Evaluate progress and results course correct as necessary Analyze and use data on the progress and results of your strategies Measure progress and results for: Product definition Product plan Product sales

20 How to Make it All Work This is a Cross-functional Effort Product Development Team Team Sponsor Product Development Coordinator Team Leader Content Expert Requires alignment and will drive alignment Does not mean that everyone works on everything BUT All must be committed to making it work

21 Benefits Assures the involvement of key stakeholders Assures that good decisions are made Assures that the work is supported by needed resources Yields clearer and ore consistent communication and messaging

22 Best Applications for Product Development Framing impact strategies as investment products to connect with investor interests is most appropriate for: Major Donors Corporations Foundations

23 Deciding Which Potential Products to Move Ahead with Framing This is not about deciding which potential products you are going to implement If it s in your community impact plan, you are going to implement it It is about deciding which issues, goals, strategies, and parts of strategies you are going to spend the time required to frame and sell as products

24 Thank you Karen E. Napier Director of Education Initiatives Metro United Way 334 E. Broadway, Louisville, KY