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  1. 1. CISV’s Educational Approach ...and how it relates to PROFILE RAISING
  3. 3. Learning By Doing “Learning by doing” is a part of any CISV activity. Participants “DO”, have a hands-on experience “REFLECT” on what they have done “GENERALIZE” what they have learned “APPLY” what they have learnedBy “DOING”, we gain the ATTITUDES, SKILLS, KNOWLEDGE that guide us on our way to meeting our GOALS.
  4. 4. Goals and IndicatorsEvery CISV program, activity or training has GOALS and INDICATORS Indicators are comprised of ATTITUDES, SKILLS, KNOWLEDGE ATTITUDES SKILLS
  5. 5. Profile Raising Training OUR GOALS: Goal 1: To prepare trainees to use CISV’s approach to active global citizenshipGoal 2: To prepare trainees to effectively undertake their practical responsibilitieswithin CISV Goal 3: To prepare trainees to contribute to the development and growth of CISV as an organizationGoal 4: To prepare trainees to interact effectively and appropriately in diverseenvironments
  6. 6. ...it starts with the “WHY” QuickTimeª and a decompressor are needed to see this picture.
  7. 7. The Golden Circle ...28 days kids teens moms peace games camp citizens friendship bracelets and board meetings 200 cities and nineteen fifties airplanes ASK and... it was fun...CISV educates and inspires action for a more justand peaceful world. CISV believes that the morewe understand and cooperate with people ofother cultures, the more just and peaceful ourcommunities and our world become. Iparticipated in a CISV activity about diversity andit inspired me to start a cultures festival at myschool.
  8. 8. Back in 1985, Texas had a big problem. Agarbage problem.To battle this big, expensive roadside mess,the Texas Highway Commission launched anextensive public education campaign.Using research, the State of Texas identifiedits worst offenders and how best to reachthem, and with that — a legend was born.
  9. 9. QuickTimeª and a decompressorare needed to see this picture.
  10. 10. Strategic Planning• Building a communications strategy is NOT ROCKET SCIENCE!• It DOES require TIME, COMMITMENT and FOCUS.• Building consensus around the decisions you will need to make is not easy -- but it is NECESSARY.
  11. 11. Getting Started...• Goals, Objectives, Decision Makers• Context (internal and external scans)• Strategic CHOICES (Audience, Readiness, Concerns, Theme, Message, Messenger)• Communications Activities (Tactics, Timelines, Assignments, Budget)• Measuring Success• Reality Checks
  12. 12. Decisions• Goals (Statement of Purpose)• Objectives (S.M.A.R.T.)• Decision Makers “If you don’t know where you’re going, every road will lead you there” - Lewis Carroll
  13. 13. Context• Internal Scan (What staff, resources and tools do you have to use when planning your communications?)• External Scan (assess the environment for your communications efforts. What’s happening around you that will affect your communications strategy.)
  14. 14. Strategic Choices• Define your AUDIENCE (Hint: “the general public” is not a target audience! The “media” is not one either.)• Check for READINESS, from your audience perspective• Map the CORE CONCERNS of your audience (what will compell your audeince to move towards your objectives?)• Decide on your THEME (how will you approach the conversation with your audience?)
  15. 15. Strategic Choices (cont)• Craft your MESSAGE (What will you say to your audience? Remember that a message is more than a re-worded mission statement)• Decide who will be your MESSENGER (People listen to people they like. Not to organizations or institutions)
  16. 16. Communications Activities• Tactics (how will you carry your message to your audience)• Timelines (when, but realistically...)• Assignments (give small, digestable tasks to individuals)• Budget (TIME AND MONEY)
  17. 17. Measuring Success• Monitor your progress• Identifying both quantifiable and anecdotal ways to measure success• Measure OUTPUTS and OUTCOMES (outputs = measures of effort; outcomes = changes that occur)• Measurements need to be DEFINED and REVIEWED.• Don’t wait until the end!
  18. 18. Reality Check• Think you’re done? Think again!• Is your strategy DOABLE? Are your resources AVAILABLE? Are your objectives SMART? Are there assumptions that require re-checking? Do you have support from your CHAPTER?• NO? GO BACK AND REVISE!• Otherwise - let’s get started!
  19. 19. What’s In a BRAND?Brands are the express checkout for people living their lives at ever increasing speed. - Brandweek Magazine
  20. 20. What’s In a BRAND?A brands value is merely the sum total ofhow much extra people will pay, or howoften they choose, the expectations,memories, stories and relationships of onebrand over the alternatives. If you’ve never heard of it, if you wouldn’t choose it, if you don’t recommend it, then http://sethgodin.typepad.com/ there is no brand, at least not for you.
  21. 21. Why ONLINE BRANDING iskey (time for some stats...): The AVERAGE CANADIAN spends 17 hours online each week (and that’s not including email...) Source:
  22. 22. Used by more than 300 MILLION people every dayand is the second most used search engine (after Google).
  23. 23. 70% of online Canadians are active onat least one social network Source:
  24. 24. 70% of social media users use their social network to READ.They will go there to read what others say about a product, service, organization. Source: NM Incite, a McKinsey / Nielsen Company (2010)
  25. 25. CISV...? How is CISV’s online presence? Does your Chapter have a social media go-to person?Is social media part of your overall PR / media strategy?
  26. 26. CISV believes in the value ofdiversity...We also understand that large,diverse organizations need tohave a familiar look and feelwhen they are communicating. Find “Looking Good” on Resources
  27. 27. Build awareness, encourage literacy, and support accessCreate a uniform approachSet aside the necessary resources (Volunteers?Budget?)Develop and work your media planManage expectations
  28. 28. AWARENESS: - Encourage people to use social media - Improve your internal communicationsLITERACY: - Offer training - Offer resourcesACCESS: - Remove barriers to participation - Change attitudes
  29. 29. UNIFORM APPROACH: Social Media is not “the JB’s thing”! It is probably one of our best tools for recruitment, fundraising Branding, Branding, Branding...
  30. 30. RESOURCES: Social Media might be cheaper (in $$$) than other forms of media engagement, but doing it right requires time, commitment and yes - sometimes, budget.
  31. 31. DEVELOP YOUR MEDIA PLAN When appropriate, include social media in your strategic plan.
  32. 32. MANAGE EXPECTATIONS: The easy way - preaching to the choir, engaging those who are already engaged. The right way takes time. A lot of time. Keep your Chapter “in the loop”.
  33. 33. Build awareness, encourage literacy, and support accessCreate a uniform approachSet aside the necessary resources (Volunteers?Budget?)Develop and work your media planManage expectations
  34. 34. “First, we shape our tools.Then, they shape us.” - Marshall McLuhan
  35. 35. Any person involved with CISV hasto communicate about CISV in oneway or another.Whatever your involvement withCISV, there will always be timeswhen you will have to explain what Find “Just Saying”the organization is, why it exists, on Resourcesand what it does.
  36. 36. Social Media is not where the kids go on the internet toplay!Your members will see it, potential new families will see it,potential leaders will see it, potential partner LMOs will seeit, potential sponsors and donors will see it.