Amy Shaw: A Theory of Community Impact
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Transcript of Amy Shaw: A Theory of Community Impact
The Nine Network and Community Impact
April 2014
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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.
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What is Community Impact?
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.
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Our Definitions
Community ImpactOur approach/modelA 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.
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Our Definitions
ActionsWhat 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
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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.
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So… for Nine, What is Impact?
Positive changes in our community that result from
our collective efforts.
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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.
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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?
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COMMUNITY IMPACT EVOLUTION
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Community Impact Evolution
Water Matters2014 -
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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
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?
Community Engagement Initiative
What aspirations do people hold for their
community, their futures and those of others?
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I t ’s the Stor ies We Tel l 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.
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COMMUNITY IMPACT CONSIDERATIONS
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Considerations
• Staffing
• Culture Shift
• Financial
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Funding Considerations
Trends• Increased total number of
funders• Increased new funders• Increased multi-year
commitments• Increased funding
categories
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COMMUNITY IMPACT MODELS AND MEASUREMENT
C O M M U N I T Y I M PA C T C O N T I N U U M
Awareness
Understanding
Action
System Change
Community Impact Model
1-2InformalPartnerships 2-4
SituationalPartnerships 4-6
Structured/OngoingPartnerships
TIME
Broadcast Exposure1
Public Media-Driven Awareness2
Public Media-Driven Understanding3
Public Media-Driven Involvement4
Collective Outcomes5
Collective Impact6
REQU
IRED RESOU
RCES OVER TIM
E
C O M M U N I T Y I M PA C T C O N T I N U U MRoadmap For Community Impact
Community Impact Model — Copyright January 2013, Nine Network of Public Media, St. Louis, MO
Convene Partners
ArticulateSharedVision
DetermineShared
Objectives& Outcomes
IdentifyStories
CaptureCompelling
Stories
IncreasedAwareness
IncreasedUnderstanding
Individual andCommunity
Action
CollectiveImpact
Nine Networkfacilitates at scale a community
conversation that creates impact
Building Public Will
Nine Network
Partners
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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?
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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
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Measurement Support
• Surveys– Quarterly member/e-mail opt-in– Content specific– Event specific
• Observation– Web tracking– Social media counts
• Social Media Analysis
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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 Cris is
Approach 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.
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American Graduate
Approach 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.
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Water Matters STL
Approach 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.
April 2014