Communicating the importance of housing to and in our communities is key to our success as advocates. The Housing Alliance and local and national partners have worked hard to develop communications skills, techniques, and common messages. Come hear the latest in our thinking about what works, how to inspire passion for housing opportunity, how to elevate diverse voices, and our tools and plans for helping you be the strongest possible advocates for housing. Michael Anderson, National Housing Trust Fund Project, Center for Community Change Jes Larson, Director, Welcome Home Coalition Jill Winsor, Neighborhood Partnerships Matt Kinshella, Neighborhood Partnerships

1. Implications for housing & community
development advocates of
Putting Families First:
Good Jobs for All
Messaging Research
NACEDA 2015 Annual Meeting
October 6, 2015

2. We work with state and local partners to
create and protect housing trust funds
Housing Trust Fund Project

3. June 2015
Lake Research Partners
Washington, DC | Berkeley, CA | New York, NY
LakeResearch.com
202.776.9066
Putting Families First: Good Jobs for All
Messaging Research

5. Like Most Conversations about Poverty …
“Brand Advocates”
The Base is the Best Messenger of the Message.

8. • 19% of sample
• More likely to be Democratic
• More African Americans and
Latinos
• Wealth product of luck
• Government should guarantee
jobs
• Don’t believe wealthy create
prosperity for all
• Clustered around values of
fairness and family

9. • 16% of sample
• More likely to be men, over
65, Republican, white.
• Wealth product of hard work
• Government should get out of
the way
• Rich create jobs and
prosperity
• Clustered around values of
getting government out of
economic decisions, lowering
taxes.

12. 12

14. Replace Embrace
A, B, C policies Different set of rules that give
everyone a chance.
Change the rules about wages and
working conditions.
Marginalized, underserved, poor
communities
Can’t get ahead
Struggling to make ends meet
Increase minimum wage, adequate
wage
Paid enough to sustain family
Provide for those you love
X earn less than Y X are paid less than Y
Wages you can raise a family on Wages you can sustain a family on
Good for the economy Good for the nation/for Americans
Economic inequality
Gap between top and bottom
Economy off balance, too much
wealth in too few hands
Conditions persist, X experience,
are being impacted
Lawmakers choose, employers deny

15. Lobby Day 2015
RUN: Residents United Network

16. Sign up for the
Housing Trust Fund Project
e-newsletter!
The Housing Trust Fund Project publishes a quarterly e-newsletter
with updates on state and local housing trust fund campaigns
from around the country.
housingtrustfundproject.org
Follow us on twitter
@ccchtfp

17. Michael Anderson
Housing Trust Fund Project
Center for Community Change
3909 SE 51st Ave
Portland, OR 97206
(503) 308-0067
manderson@communitychange.org

18. Vision
A clear statement
of the problem you
are trying to
address in a way
that everyone can
see their stake in
addressing the
issue.
The solution you
are proposing
and the
principles or
outcomes it is
designed to
achieve.
Values that underpin the challenge and
your proposed solution. The answer to
the “why does it matter” question.
Values
SolutionProblem
Your vision for the community, state,
society. A sense of the purpose and
goal that drives you to seek the
change you are working for. Your
aspiration and inspiration.

19. What’s Wrong
Why it Matters
What Can be Done
What Can be Done
Why it
Matters
What’s
Wrong