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Amy Shaw: A Theory of Community Impact


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Amy Shaw: A Theory of Community Impact

  1. 1. The Nine Network and Community Impact April 2014
  2. 2. What is Community Impact? Through our Community Impact approach, we focus on the unique needs of and issues in our region. Our approach has been informed by the concept of Collective Impact. 2
  3. 3. What is Community Impact? 3 The core of this service strategy calls for: Working with local partners to identify challenges faced by the community, Aligning local productions… to help viewers connect with local partners working to address these issues, And documenting results.
  4. 4. Our Definitions Community Impact Our approach/model A structured, collaborative effort by a committed group of partners around a common goal, sustained over time with dedicated resources, that creates positive change within a community/communities. 4
  5. 5. Our Definitions Actions What you do The activities/tactics that are part of a community impact initiative. At Nine, we tell compelling stories that touch people’s hearts and minds to help us achieve the shared outcomes 5
  6. 6. Our Definitions Impact (Results) What you achieve Positive changes in awareness, attitudes, and actions that are intentionally measured and result from our efforts, moving us closer to our ultimate goal/objective. These changes can be short-term, mid-term, and/or long-term. 6
  7. 7. So… for Nine, What is Impact? Positive changes in our community that result from our collective efforts. 7
  8. 8. How Do We Achieve Community Impact? – Attract, convene, and align partners and their resources around key issues, – Establish consensus around the critical outcomes needed to make an impact in the community, – Tell the stories of the issue to help everyone work toward those outcomes, – Finally, we measure and evaluate the impact of our work, to help direct our work toward our ultimate objective. 8
  9. 9. What is Community Impact? Four critical questions: 1. What outcomes are we trying to accomplish/ achieve? Are they consistent with our shared values? 2. Does this issue impact the entire community? 3. How can we work together to create and affect that change in the community? 4. Is this effort scalable, sustainable, and measureable? 9
  11. 11. Community Impact Evolution 11 Water Matters 2014 -
  12. 12. 12 Organized spaces for interaction Safe havens for decision makers Conscious community discussion Strong, diverse leadership at all levels of the community Catalytic organizations that help engage people in public life Community norms for public life Informal networks and links that connect individuals, groups, organizations An Abundance of social gatherings A shared purpose for the community © 2007 The Harwood Institute For Public Innovation Community Engagement Initiative Public Capital Factors For Civic Health
  13. 13. Community Engagement Initiative What are the concerns, challenges and issues people talk about, how do they define those concerns—what webs emerge; what tensions are people struggling with and why?
  14. 14. Community Engagement Initiative What aspirations do people hold for their community, their futures and those of others?
  15. 15. It’s the Stories We Tell Ourselves..... • The desire for a new narrative—one that offers a roadmap to where we want to go as a community. • Envisioning what kind of community we all want to live in—vocalizing and making explicit the community’s aspirations. 15
  17. 17. Considerations • Staffing • Culture Shift • Financial 17
  18. 18. Funding Considerations 18 Trends • Increased total number of funders • Increased new funders • Increased multi-year commitments • Increased funding categories
  20. 20. COMMUNITY IMPACT CONTINUUM Awareness Understanding Action System Change Community Impact Model 1-2 Informal Partnerships 2-4 Situational Partnerships 4-6 Structured/Ongoing Partnerships TIME Broadcast Exposure1 Public Media-Driven Awareness2 Public Media-Driven Understanding3 Public Media-Driven Involvement4 Collective Outcomes5 Collective Impact6 REQUIREDRESOURCESOVERTIME
  21. 21. COMMUNITY IMPACT CONTINUUM Roadmap For Community Impact Community Impact Model — Copyright January 2013, Nine Network of Public Media, St. Louis, MO Convene Partners Articulate Shared Vision Determine Shared Objectives & Outcomes Identify Stories Capture Compelling Stories Increased Awareness Increased Understanding Individual and Community Action Collective Impact Nine Network facilitates at scale a community conversation that creates impact Building Public Will
  22. 22. Measures of Impact • Have we reached/connected with members of our community? • Have we educated and informed them on this topic/issue? • Have we caused/encouraged them to act? • What things have changed as a result? 22
  23. 23. Specific Measures of Impact • Increase in awareness of the importance of caring, consistent adults in a youth’s life • Increase in understanding of the importance of caring, consistent adults in a youth’s life • Increase in community involvement – Number of individuals that signed up to volunteer – Number of individuals that identify that they are champions – Number of individuals identified by others as champions – Number of hours volunteered 23
  24. 24. Measurement Support • Surveys – Quarterly member/e-mail opt-in – Content specific – Event specific • Observation – Web tracking – Social media counts • Social Media Analysis 24
  25. 25. Our results included: • Increased awareness and understanding of the impact of the crisis on all community members, who then shared info/resources. • A 400% increase in calls to United Way’s 2-1-1 line. • Homeowners connected to trusted help. Facing the Mortgage Crisis Approach 25 Actions Results Nine convened more than 25 community partners that collaborated to: 1) Help raise awareness of the impact of mortgage crisis 2) Connect individuals to trusted resources Our work included: • Working with the partners to focus on the two outcomes. • Aligning our assets on-air, online, and in the community in conjunction with our partners to achieve these two outcomes.
  26. 26. American Graduate Approach 26 Actions Results Since 2011, Nine has led efforts with partners around the goals of: • Raising awareness of the dropout issue and its impact on the entire community; • Creating lasting partnerships and engaging stakeholders in dialogue and collaborative solutions; • Building capacity of local communities to support at‐risk youth; Our work to date includes: • Collaborating with partners nationally and locally to focus on the goals/themes. • Producing more than 1,700 hours of programming that paints the story of the issue and engages communities in the discussion. Our results to date include: • 80 percent of survey respondents believe public media added value “by telling the story in a way that enabled more people to become involved.” • 66 percent of community organizations reported public media added value to their efforts by creating materials that could be used to combat the dropout crisis and improve graduation outcomes.
  27. 27. Water Matters STL Approach 27 Actions Results Nine, The Nature Conservancy, and a network of partners are working together to raise awareness and understanding of how the health of our water is connected to the health of our region’s people, land, and economies. Our work to date includes: • Stay Tuned dedicated to water in advance of World Water Day. • Interstitials to educate homeowners on what they can do to help conserve and protect our water resources. • Community conversations with homeowners to understand their aspirations. Our results to date include: • Ongoing – initiative launched in March 2014.
  28. 28. Amy Shaw April 2014