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WINGS Forum 2010 Communicating Your Cause

WINGS Forum 2010 Communicating Your Cause. Vital Signs: Taking the Pulse of Canadian Communities. Annual program built around a report on quality if life Implemented locally by members; nationally by CFC Common data and indicators Issued same day across Canada, close to elections

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WINGS Forum 2010 Communicating Your Cause

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  1. WINGSForum 2010 Communicating Your Cause

  2. Vital Signs: Taking the Pulse of Canadian Communities • Annual program built around a report on quality if life • Implemented locally by members; nationally by CFC • Common data and indicators • Issued same day across Canada, close to elections • Launches year round activity

  3. Goals of program • Bring data to citizens in simple and accessible language • Include citizens in discussion of issues • Inspire conversations about community/ issues • Inform donors about community priorities

  4. Goals of Program (cont.) • Inform community foundations, media, organizations • Inform and influence debate among policy makers • Help shape public policy • Position community foundations and CFC as knowledge centres

  5. Elements of Program • Research and data collection on ten key issue areas and numerous indicators • Local process for citizen engagement • National process for citizen engagement through polling • National and local reports that are easy to read and accessible

  6. Elements of Program (cont.) • Local and national media strategies • Community dialogue throughout the year • Community foundation strategies around findings • Full membership prepared for launch day

  7. Media strategy – the key to success • CFC leads national media and supports local media strategy • Agree with members on key national messages, based on research/data • Develop strategy to include print, broadcast and social media • Implement media campaign starting with media alert well before report released • Engage a media specialist for a few days work

  8. Media strategy – the key to success (cont.) • Contract a media monitoring agency • Recruit high-profile bloggers/commentators • Circulate embargoed reports to media/ key people/gov’t • Brief CEO for interviews • One week later, an insert in Canada’s national newspaper • A second week later release national poll

  9. Outcomes of Media Strategy • Top story in local news all day of launch • Close to top story in national news in broadcast and print media • Interviews (all forms) day before report publicly released • Story lives on; no longer just one day media event • Raised profile for Community foundation profile • Collective action multiplies impact

  10. Key learnings • Importance of working closely with CFC members to complement, not compete • Media loves new data or new twist on old data • Three weeks in row of news from CFC may be too much. • Lead up work with media is important; relationships kept year round • To build awareness of VS/CF connection (brand), takes several years in a row

  11. Challenges • Balancing interests/expectations of members (local) and national (CFC) • Capacity - financial and human • Ensuring freshness – hard to find new data • Measuring success, especially in public policy area • Can’t control the story once it is in media hands

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