Page 15 - 2019 Spring Conference Ebook
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• Is there a certain way to talk about our Questions from the Audience:
solutions that normalize them and helps the
public understand our work? Q: Do you think we know what we do? Is it a
mindset or a mind shift?
After conducting a representational study, the
institute found the following would improve the A: We are the public, too. It’s harder to look at the
public’s attitude, knowledge and support of the broader impact of our work.
human services sector’s work: Q: How do we collaborate with other nonprofits
• Convey broader value in explaining how so we’re not inviting the public to give another
human services help people live up to their handout?
human potential so they can fully contribute A: Reframing could be an entry point for a deeper
to their communities. collaboration for organizations. We’ve ramped
• Use metaphors that take concepts the up the crisis, which results in skepticism. I do
public doesn't understand and graft them think this is a way to talk in a more cohesive
onto concepts they understand. The institute way so that we’re trying to go forward in our
found that construction metaphors work communications.
well for the human services sector, since Q: What are your thoughts on changing the
both industries require a solid foundation, dialogue to benchmarking and connecting with
constant maintenance and unyielding ways the public can look up to?
commitment to complete the job. The
construction metaphor also helps the A: I think talking about benchmarking conveys
human services sector talk about its roles, professionalism of our sector. I wouldn’t say
since building jobs also require the services we’re just like businesses because we have
of architects, engineers and tradespeople. different goals, but our aspiration is to improve
Another effective metaphor is that of the our communities and here are ways we’re
lifecycle, since people need help during working to do that.
different parts of their life.
Q: With the structure of Goodwill, is there a way to
“Establish your frame. Use the storytelling arc word the message from GII’s perspective and
then let Goodwills tailor it?
first and then put data in the framework of
that story.” A: Some organizations incorporate it into their
brand guidelines.
– Bridget Gavaghan
Takeaways of the Session
Watch, Read, Learn | Curated Content
• The human services sector cannot leave 1. View the Presentation.
it to the public to define its work, because
they define it too narrowly. It must actively 2. Watch the Session Video.
provide the broader, fuller picture that 3. Sign up for the National Human Services
includes research, use of data and advocacy. Assembly’s Reframing Newsletter.
• The sector has done a great job of 4. National Human Services Assembly's
convincing people that there are problems. Reframing Implementation Guide
We must now balance our tone with 5. FrameWorks Institute’s Human Services
solutions. Toolkit
• The entire sector must embrace framing as
a communications tool, because the public’s
views are entrenched.
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