Sue HassmillerThank you for joining us for the New Action Coalition Orientation Webinar. I’m Sue Hassmiller, the Senior Advisor for Nursing at the Robert Wood Johnson Foundation and the Director of the Future of Nursing: Campaign for Action. With us is Dr. Susan Reinhard, Senior Vice President and Director of the AARP Public Policy Institute and Chief Strategist of the Center to Champion Nursing in America, an initiative of AARP, the AARP Foundation and the Robert Wood Johnson Foundation. We also have many other campaign staff with us on the line. I would like to start by saying, on behalf of the entire Campaign for Action, congratulations to all of you and all of your partners for being selected to join this HISTORIC NATIONAL CAMPAIGN as an Action Coalition. I’m thrilled with the enthusiasm and dedication you’ve shown and we are happy to have you join this national campaign. Welcome. Before we go much further, I wanted mention that we are recording today’s webinar, so if you miss a section or would like to pass it on to a colleague, you can find the recording and materials by going to www.championnursing.org/events. In fact, we ENCOURAGE YOU to pass these webinars onto your Action Coalition members. So, please do so with this and all other technical assistance materials that is provided to you by the national campaign team.
Sue HassmillerWe have a lot planned for you today. Our goal is to get you started and to orientate you to the Future of Nursing: Campaign for Action .On today’s webinar:We’re going to discuss the memorandum of understanding (MOU) that has been created between the Action Coalitions and the Campaign. Then we’ll take a closer look at the technical assistance that CCNA will provide to Action Coalitions, in support of the Campaign for Action. Next, we’ll hear from our the Campaign Communications Team on specific tools and resources available to you. And we’ll also review what an effective state visit looks like. Finally, we’ll save some time for you to ask questions.
Sue HassmillerRWJF and AARP launched the Future of Nursing: Campaign for Action in 2010. The campaign is coordinated through the Center to Champion Nursing in America (CCNA) at joint initiative of AARP and RWJF. Your cohort joins the 36 state Action Coalitions and a wide range of health care providers, consumer advocates, policy-makers, and the business, academic and philanthropic communities that are working to transform nursing and improve patient care.The campaign’s vision is for all Americans to have access to high-quality, patient-centered care in a health care system where nurses contribute as essential partners in achieving success. And your work as Action Coalitions will help us achieve this.
Sue HassmillerSo what exactly is this Campaign for Action about?The campaign is focused on the IOM report’s recommendations that we refer to as “key pillars:”Advancing Education TransformationRemoving Barriers to Practice and CareNursing LeadershipInterprofessional collaboration and diversity are threads woven through each pillar.And the foundation is data.
Sue HassmillerIn less than a year, groups have coalesced in nearly every state to respond to the IOM recommendations. With the addition of all of you, we now have 48 states with campaign-designated Action Coalitions comprised of nursing and other stakeholders and health care professional leaders to implement the IOM report recommendations. These groups are long-term alliances to move key nursing issues forward at local, state and national levels. They are capturing best practices and networking opportunities. We’re proud to be represented in almost every state.
Sue HassmillerAfter much deliberation, we selected your states. We believe you’ll make significant contributions to the national Campaign for Action as we workto transform health care through nursing. As part of the review process, we invited a panel of individuals representing a range of related perspectives to review the applications. They assessed:The strength of your goals and objectives;The strength and length of your nurse/non-nurse stakeholder partnerships;The strength of your Coalition's existing skills, experience, assets, and current efforts to be leveraged; and Your existing infrastructure in the state or regionWe know you are just as excited as we are about joining the Campaign in this new way. So that we can make the most impact together, we ask that you hold off from any announcements until March 6th, when the campaign will officially announce you all as new action coalitions. Later in the webinar, the communications team will talk about resources to help you announce your status.Again congratulations to you all!I’m now going to turn the presentation over to Susan Reinhard, Senior Vice President and Director of the AARP Public Policy Institute and Chief Strategist of the Center to Champion Nursing in America, to talk to you more about the ACs relationship with the campaign, as well as the technical assistance opportunities that will now be available to you.
Susan ReinhardThank you Sue.I would like to join Sue in officially welcoming you to National Campaign, the Future of Nursing: Campaign for Action. It is very exciting to see the far reach the campaign is having at the state level.
Susan ReinhardIn order to help organize and streamline Action Coalitions, the RWJF and AARP have created an agreement that addresses the terms of your AC relationship to the Campaign. You received the agreement with your acceptance letter to join the national campaign. If you have not already signed and returned it for your Action Coalition - it must be signed and returned no later thantomorrow, March 6. There are several components listed in this agreement that I will take a few moments to highlight: One is promotion, which means that as long as the AC follows the agreement, they will be mentioned on the Campaign for Action website and may also be mentioned in other communications.Two is branding. Branding refers to the Action Coalition Branding Guidelines that are provided to help guide your communications and other branding decisions. Three is lobbying. If an AC engages in any activity that constitutes lobbying the AC will: 1. Notify provide AARP and RWJF with advance notice of the activities. 2. Include a disclaimer noting that none of the activities in question were paid for with funds provided by RWJF or the CCNA.Finally, there is reporting. Reporting refers to the AC providing reports to AARP and RWJF regarding its activities. This won’t be a cumbersome process and will often consist of monthly calls with your liaison. At times, we may ask you to give some bulleted updates or review prepared documents.
Susan ReinhardLet’s talk about the work of the Action Coalitions. The state Action Coalitions really are the driving force of the Future of Nursing: Campaign for Action. Action Coalitions are working to advance key IOM report recommendations by:- Setting clearly defined goals (in alignment with the IOM report recommendations);- Forming, mobilizing and convening diverse key stakeholders representing consumers, business, health care provider organizations, and other clinical professionals, to build a blueprint for action;- Educating policymakers- Involving philanthropies/funders to seek financial support for Action Coalition efforts; and- Gaining visibility for your work and the national Campaign for Action through the media and other outlets.
Susan Reinhard Through the Center to Champion Nursing in America, we are providing a wide array of technical assistance to ensure that your Action Coalitions are sustainable and well informed to meet your goals.To start with, each state has a Campaign Liaison assigned to them to ensure that communication is flowing both ways. The is also your direct connection for specific technical assistance. We also have -content resources;-planning tools and information; and a-communications support program Lets look at each one of these in greater detail……
Susan Reinhard First, we provide states with content resources, which are designed to help provide a better understanding of key pillar areas. - Webinars that focus on key IOM recommendations areas: education, leadership, practice, interprofessional collaboration and workforce data. - Expert staff and a panel of consultants to provide content knowledge by issue area. Similarly, we develop messages and materials on recommendation content areas – designed to help advance your work. - Finally, Learning Collaboratives (or workgroups by issue area) that convene those interested in a particular topic to share information and best practices. We have already launched the CFALearning Collaborative on Advancing Education Transformation . These Learning Collaboratives formalize a state and national level network of nursing leaders and stakeholders and facilitate the rich sharing of resources and lessons learned.
Susan Reinhard Second, we have tailored technical assistance to meet the planning and infrastructure needs of Action Coalitions. This includes help on strategic planning, determining what stakeholders to engage, how best to do so, and last but not least in understanding your work within the context of a national campaign.Collaboration with a broad range of stakeholders is key to the success of the campaign, so we seek to engage health professionals, policy makers, payers, business executives, educational and philanthropic leaders and consumer leaders. To assist you in these efforts, we can provide guidance and connections, as possible, and facilitate sharing of successful stakeholder strategies among other Action Coalitions.We know that securing funding is an important issue for Action Coalitions, and is critical to help you build the capacity you require. Already, we’ve hosted two webinars on fundraising – they are archived on the CCNA website – and soon you’ll receive a new fundraising “how to” toolkit to help guide your efforts.
Susan Reinhard Finally, we are providing a full communications technical assistance support program. First and foremost, we will work with Action Coalitions to determine specific communications needs and develop a tailored communications technical assistance program. This will include: Communications webinars; Support for AC summits and access to the campaign spokespersons, as appropriate; Sharing successes and progress at the state level with media, policy makers and stakeholders at the national level Weekly campaign updates The development of core materials such as key messages, presentations, and media templates Helping Action Coalitions communicate with one another – through an extranet – an online space to share ideas and resources And, other opportunities for peer-to-peer collaboration and interaction While this is not an all inclusive list of technical assistance, it should give you an idea that we are here to make sure you succeed. In fact, we recently conducted a detailed survey of the existing Action Coalitions to find out first hand what their technical assistance needs are, and we’re working hard to make sure we get our teams in the field what they need to succeed over the coming months.
Susan ReinhardI am now going to turn it over to Meredith Hunter, our communications and outreach manager, to discuss communications support in greater detail.
Meredith Hunter Materials are a very important part of the communications support we provide you, for several reasons. First, we want to save you time and effort. Also, while there are needs and issues specific to your state, whenever possible, we want to be consistent in our messaging, in how we talk about the campaign and what we want to accomplish. We’ve already made available key messages for the campaign, but we heard from you that you need messages for specific audiences – particularly making the case for those who are not nurses – and that message development is in the works.We’ve created fact sheets and overviews to explain the campaign and what we hope to accomplish.We’ve also developed sample media materials that you can localize, and will be developing more – including opinion articles – for your use.We’ve created a standard campaign presentation. And, graphic standards – so that each Action Coalition is identified as part of the Campaign for Action, and we maximize our impact.Key messagesFact sheets and overviewsMedia templates (localize)Campaign presentationsGraphic standards
Meredith HunterYour fellow ACs told us in a survey that they wanted some helpful “how to” information, so over the coming months we’ll also be providing you with content or toolkits on fundraising, working with the media and policymaker outreach.
Meredith HunterAll this information, and more, lives on the CCNA website and the Action Coalition extranet. Materials, messages, presentations, background materials, information, updates, archived webinars – everything is shared with you there. www.championnursing.orgInstructions on how to access extranet. Examples of what to find.Overview of what’s to come:Increased alignment of current resources to your needsRedevelopment of CCNA websiteDevelopment of online community portal for Action CoalitionsExternal profile pages for each AC
Meredith HunterTo follow up on what Sue mentioned earlier regarding the national press release National release tomorrow, March 6.Template releaseMessagesOther communications materials
Meredith Hunter Note support from GYMR Public Relations and VermilionI am now going to turn the call over to Britta Berge, to discuss the range of meetings and site visits that CCNA either hosts or can assist you with. Britta…
Britta Berge Hi everyone and welcome. My name is Britta Berge and as a Field Operations Advisor, part of my role is to assist our State Action Coalitions with strategizing stakeholder outreach and organizing site visits. This is a critical element of our technical assistance and support to the states.
Britta BergeA Site visit is a comprehensive gathering of all stakeholders and nurse champions in various venues in support of the campaign. Site visits typically consist of multiple meetings and events. At the most basic level, site visits are an opportunity for the Action Coalitions to use the visit of a national spokesperson to engage key stakeholders and new partners in their state. Elements of a site visit could include:Primary event (such as a state summit or a town hall meeting): here the spokesperson is often but not necessarily the keynote speaker and based on the audience, will speak about the Campaign for Action at a national level. When one of our spokespersons visit your state, we want to maximize the opportunity for the state action coalition. So, a critical component of these visits is planning a series of supporting meetings or activities. These additional activities could include dinners or small salon gatherings with various stakeholders such as potential funders and legislators. It might also include a breakfast with students, who are critical to the success of the future of nursing. Sometimes it might be a simple dinner with a local business or consumer advocate group. The goal is to tailor the meetings and stakeholder outreach to the needs of each state and leverage the visit of a national spokesperson to do so. Speaking Engagement only: Sometimes you may have an event or speaking engagement where you would like to request a national spokesperson but where it may not make sense to organize a full site visit. In these cases, we will support you by identifying and providing a speaker, preparing remarks or a presentation based on the topic and audience. Ideally, we want to use all opportunities to reach non-nurse stakeholders and potential nurse champions, but not every event lends itself to a larger program. We here to support you however we can.
Britta BergeWe have defined the general process for visits, but of course each state’s experience and needs are different. While there are no set rules, we’ve outlined the general process here to give you an idea of how the it works. We’ve also provided some timeframes for your planning purposes. This will help you in two ways.- First, it will ensure you have enough time to plan and organize your event, and- Second, you will have a better chance to get the speaker your request because our spokespeople’s calendars fill up quickly.
Britta BergeI’ll now quickly touch on each step of the process.Step 1: Through your monthly calls with your liaison you should express your interest in organizing a site visit or speaking engagement. Your campaign liaison will notify the speaking engagement/site visit team and schedule an initial call to discuss your goals. On this call, we will discuss your goals and opportunities, ideas about your event, and strategize stakeholder outreach. These include whether you’ve identified potential funders for your campaign and invited legislators who can support your goals. We also recommend reaching out to nursing students and colleges, along with consumers and businesses.Likewise, we can assist you with strategic engagement of media and how to include or advise media around site visit events. Step 2:After your discussion with us, we request you fill out the Speaker Request form. This form will help you get what you need for a speaker that best suits your needs. Along with the Speaker Request form, we have other resources to help you plan your site visit including a schedule template and stakeholder outreach checklist. You can find these on the Extranet and CCNA website. YOU CAN ALSO FIND THIS IN THE HANDOUTS ICON ON THE WEBINAR. Step 3: Involves a regular, ongoing discussion throughout the preparation process between the state and the field operations advisor to talk about event details and communications materials.-This is also when additional speaking requests are submitted as needed. For example, a short presentation to funders on why they should support the campaign. And finally, Step 4: Is a conference call scheduled with the spokesperson, state co-leads and the field operations advisor to finalize last-minute details. - We will determine speaker availability and whether they are the best speaker for your request based off their expertise and your needs and then we notify you to confirm speaker attendance.
Britta BergeThis is just a brief overview for you; however, please feel free to contact me or your state liaison with any additional questions you might have. My contact information is listed. As a reminder, you can access the Speaker Request form, site visit planning resources, and sample communications materials on the Extranet that will get your campaign started.Introduce Mary DickowAnd now I will turn it over to Mary Dickow who is the State Director for the California Action Coalition. CA has hosted several very successful meetings including a site visit with Sue Hassmillerand we’ve asked Mary to share some of her key lessons learned with you.
Mary DickowState visits are important because it helps to: effectively get the word out; Gain media attention in support of state level campaign efforts;Organize and recruit stakeholdersWhen hosting a state visit, in terms of a Communications perspective it is helpful to have one dedicated person.Organizing for an event, calls for someone who can dedicate their time to work on the communications products such as press releases, local news calendar items, and flyers for your event. This is a time-intensive effort that requires appropriate message crafting depending on the audience and strategic timing (when to send out notifications, follow-up messages, etc.) along with optimizing your media sources to cover your message.Seek graduate student support: if you are without a person with a formal communications background, your local university can be a source to provide you with students who have the educational fundamentals, interest and capacity to provide some support to your communications effort either in an on-going basis or for a temporary period of time in preparing for a meeting or summit. For example, our graduate students at the Betty Irene Moore School of Nursing did the research on how to run an effective townhall meeting which met with great success.
Mary DickowStaffing: -Minimum of 2 co-leads to plan and coordinate State Visit-Provide additional personnel to address specific areas. This helps to concentrate efforts on key areas such as reaching out to funders and developing relationships with key legislators.Recruiting Supporters/Stakeholders (Legislators):-Make friends with Health Legislative Aides -Align your priorities with theirs-Ask them how you can help them. Leverage your nurse knowledge and nurse network as a resource.Recruiting Supporters/Stakeholders (Funders):-Network! Find out who knows which people (eg. University faculty reach out to funders) and ask them to email on your behalf (Eg. “A colleague of mine – Mary Dickow – has asked for your support to attend the townhall to learn about how to help the nursing profession provide better care to consumers.”-Learn funders’ priorities: do your homework and find out what is important to them.
Mary DickowMiscellaneousTiming your event: try to schedule in the fall or spring. Avoid holidays and the summer months. Try to schedule it when the legislators are in session.Post-event activities: the personal touch is big. Send a personalize thank-you note to key stakeholders and supporters.What to avoid: Avoid nurse-only events. Broaden your audience and events as much as possible
Sue HassmillerMary, Thank you so much for the great work you are doing with the California Action Coalition. RWJF recently announced a new national program to promote education progression to help us meet the IOM recommendation of increasing the proportion of nurses with a baccalaureate degree to 80% by 2020. Our goal is to build a better educated and more diverse workforce.
Sue HassmillerThe program would provide up to $4.3 million for two years. Up to nine state Action Coalitions will receive funding of up to $300,000 over two years to implement promising models to promote education progression.
Sue HassmillerThe bar will be high to get into the Academic Progression in Nursing program. States must have a strong statewide strategic plan that includes both academic institutions and employers. In other words, states need to be partnering with both the supply and demand side. If employers don’t demand a BSN, then it makes it difficult to convince nurses to get a BSN degree or for academic institutions to prioritize academic progression. States must select one of four models to promote education progression. These models are 1) regional common curricula; 2) shared competency curricula; 3) BSN degrees provided at community colleges and 4) RN-to-MSN programs.RWJF will fund two states per model.
Susan ReinhardThank you Sue, this is a very exciting announcement.It is important for you to know that there is a dedicated team of support for the campaign, both at RWJF and the Center to Champion Nursing in America. Here are some of the key staff, but of course, there are many more behind the scenes helping to make everything work.
Susan ReinhardYou can always reach out to your CCNA liaison. In fact, in many cases that is the best place to start. They can be your gateway to the communications resources of CCNA and the campaign. We do have some people designated for special roles. Should you request a national campaign speaker to present at an event, you’ll be working with Britta Berge, who will vet your request with the team and help coordinate their participation. Michael Pheulpin, coordinating webinars. Barbara Akinwole manages the CCNA website and CFA extranet. Andrew Bianco works to distribute the weekly updates.Nefertari Carver work with our team to manage CFA spokesperson requests, stakeholder engagement, and to respond to other communications needs from Action Coalitions.
Susan ReinhardNow, let me ask the operator to explain how you can join the discussion.Sue Hassmiller and Susan Reinhard (To field questions together as appropriate)
Susan Reinhard Our goal for technical assistance is to provide you with the resources you need to succeed, and to create an environment of collaboration to learn from the activities at every state. The United States has the chance to transform its system and culture of health care, but only if nurses are better prepared and able to practice and lead to the full extent of their education and training. Through efforts nationally and locally, Campaign for Action aims to utilize the skills and potential of these women and men to effect sweeping change. We need all of you to join us. Together, let’s create a health care system that provides seamless, accessible, affordable and equitable quality care for every American. Thank you.
Onboarding webinar updated final 2
Susan Hassmiller, PhD, RN, FAANSenior Advisor for Nursing, RobertWood Johnson Foundation & Director,Future of Nursing: Campaign for Action 2
1. Expectations/AC Agreement2. Overview of Technical Assistance3. Introduction to Campaign Communications –Tools and Resources4. State Visit Planning5. Brief Q & A 3
All Americans have access to high-quality, patient-centered care in a health care system where nurses contribute as essential partners in achieving success. 4
Advancing Education Removing Barriers to Nursing Leadership Transformation Practice and Care Interprofessional Collaboration Diversity DATA
• 12 New Action Coalitions joining 36 existing Action Coalitions: o Alabama o Maine o Oklahoma o Arizona o Nevada o South Dakota o Connecticut o New Hampshire o Tennessee o Iowa o North Dakota o Vermont 7
Susan Reinhard, PhD, RN, FAANSenior Vice President & Director,AARP Public Policy Institute;Chief Strategist, Center to ChampionNursing in America 8
• AC Agreement – Promotion – Branding – Lobbying; political campaign intervention – Reporting• Sign and Return by Tomorrow, March 6th 9
• Work to advance key IOM report recommendations, by: – Identifying and setting goals – Forming, mobilizing, and convening diverse stakeholders – Educating policymakers and other decision-makers; – Reaching out to philanthropies/funders to seek financial support – Gaining visibility for your work and the Campaign for Action through the media and other outlets 10
• Tailored technical assistance program to provide Action Coalitions with expertise, tools and other support needed to make change• Technical Assistance Structure – Dedicated campaign liaison – Content resources – Regional content experts – Planning tools and information – Communications support program 11
• Topical webinars Content • Content experts • Messaging and Issue briefsResources • Pillar based Learning Collaboratives 12
• Planning tools/facilitationPlanning tools & • Stakeholder assessment • Grant writing assistance Infrastructure • Strategic training and community organizing 13
• Communications webinars • Site visit support • Elevating AC successes and best practices to national audiences • Weekly campaign updatesCommunications • Online resources and community (extranet) • Peer-to-peer collaboration • Key stakeholder messaging • Social media and web presence 14
Meredith Hunter, MSCommunications and OutreachManager 15
• Key messages• Fact sheets and overviews• Media templates (localize)• Campaign presentations• Graphic standards• Stakeholder talking points 16
• “How-to” toolkits/content: – Fundraising – Media – Strategic planning – Policymaker outreach – Site visits 17
• Tell us what you need! – Upcoming communications webinar: Media 101• Your communications team: Elaine Arkin: firstname.lastname@example.org Pat Polansky: email@example.com Meredith Hunter: firstname.lastname@example.org Nefertari Carver: email@example.com Barbara Akinwole: firstname.lastname@example.org 20
• A site visit is a comprehensive gathering of all stakeholders and nurse champions in various venues in support of the campaign• Opportunity to leverage the visit of a national campaign spokesperson for outreach to key stakeholders and new partners• Elements of a site visit (primary event, supporting meetings, luncheons, salons, etc.)• Speaking Engagements (without site visit) 22
Steps TimeframeInitial Contact with State Liaisons 4-6 Mos. OutSubmit Request Form 4-6 Mos. OutConference Call: Planning 4-6 Mos. OutState Prep-Work & Information Sharing OngoingConference Call Prior to Event 1-2 Weeks Out 23
• Step 1: Contact Campaign Liaison• Step 2: Submit request and planning forms• Step 3: Preparation activities & information sharing• Step 4: Final conference call 24
• Speaker Request Form is available on the Extranet and website: http://championnursing.org/speaker-site-visit-tools• Contact for Operations Advisor: Britta Berge • Email: email@example.com • Phone: 202-434-2445 25
Mary Dickow, California Action Coalition State Director• Significance of hosting a state visit• Communications – One dedicated person on the State AC for communications – Seek graduate student support 26
• Staffing• Recruiting Supporters/Stakeholders (Legislators) – Make friends with Health Legislative Aides immediately – Align your priorities with theirs – Ask them how you can help them• Recruiting Supporters/Stakeholders (Funders) – Network! – Learn funders’ priorities 27
• Miscellaneous – Timing your event – Post-event activities – What to avoid 28
Spur implementation of 80/20 recommendationBuild better educated and more diverse workforce 29
$4.3 million for two years (2+2) $300,000 each for up to 9 ACsImplementation of promising models 30
Criteria• Strong statewide strategic plan• Both academic institutions and employer involvement• Use at least one of four promising models 31
• RWJF – Sue Hassmiller, Ph.D., R.N., F.A.A.N., Senior Advisor for Nursing and Director, of the Future of Nursing: Campaign for Action – Linda Wright Moore, Communications Officer – Lori Melichar, Research and Evaluation Officer• AARP/CCNA – Susan Reinhard, Ph.D., R.N., F.A.A.N., Senior Vice President, AARP Public Policy Institute and Chief Strategist, CCNA – Julia Alexis, Vice President, Strategic Initiatives, AARP Public Policy Institute – Patricia Polansky, RN, MSN, Policy and Communications Director, CCNA – Winifred Quinn, MA, PhD, Legislation and Campaign Operations Director, CCNA – Andrea Brassard, DNSc, MPH, FNP, Senior Strategic Policy Advisor – Meredith Hunter, MS, Communications and Outreach Manager 32
• Your CCNA liaison is gateway to communications assistanceOther key staff resources:• Site visits: Britta Berge• Webinars: Michael Pheulpin• Website and extranet: Barbara Akinwole• Weekly updates: Andrew Bianco• Media outreach, campaign spokespersons and stakeholder outreach: Nefertari Carver 33
Press *1 to ask a question or provide a comment 34
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