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CISV’s Educational Approach

...and how it relates to PROFILE RAISING

CISV’s Statement of Purpose

CISV EDUCATES AND INSPIRES ACTION FOR A MORE JUST AND PEACEFUL WORLD

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 learned

By “DOING”, we gain the ATTITUDES, SKILLS, KNOWLEDGE that guide us on

our way to meeting our GOALS.

By “DOING”, we gain the ATTITUDES, SKILLS, KNOWLEDGE that guide us on

our way to meeting our GOALS.

Goals and IndicatorsEvery CISV program, activity or training has GOALS and INDICATORS

Indicators are comprised of ATTITUDESATTITUDES, SKILLSSKILLS, KNOWLEDGEKNOWLEDGEIndicators are comprised of ATTITUDESATTITUDES, SKILLSSKILLS, KNOWLEDGEKNOWLEDGE

Profile Raising TrainingOUR GOALS:

Goal 1: To prepare trainees to use CISV’s approach to active global citizenshipGoal 1: To prepare trainees to use CISV’s approach to active global citizenship

Goal 2: To prepare trainees to effectively undertake their practical responsibilities within CISVGoal 2: To prepare trainees to effectively undertake their practical responsibilities within CISV

Goal 3: To prepare trainees to contribute to the development and growth of CISV as an organizationGoal 3: To prepare trainees to contribute to the development and growth of CISV as an organization

Goal 4: To prepare trainees to interact effectively and appropriately in diverse environmentsGoal 4: To prepare trainees to interact effectively and appropriately in diverse environments

...it starts with the “WHY”

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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 just and peaceful world. CISV believes that the more we understand and cooperate with people of other cultures, the more just and peaceful our communities and our world become. I participated in a CISV activity about diversity and it inspired me to start a cultures festival at my school.

CISV educates and inspires action for a more just and peaceful world. CISV believes that the more we understand and cooperate with people of other cultures, the more just and peaceful our communities and our world become. I participated in a CISV activity about diversity and it inspired me to start a cultures festival at my school.

Back in 1985, Texas had a big Back in 1985, Texas had a big problem. A garbage problem. problem. A garbage problem. To battle this big, expensive To battle this big, expensive roadside mess, the Texas Highway roadside mess, the Texas Highway Commission launched an extensive Commission launched an extensive public education campaign. public education campaign. Using research, the State of Texas Using research, the State of Texas identified its worst offenders and identified its worst offenders and how best to reach them, and with how best to reach them, and with that — a legend was born. that — a legend was born.

Back in 1985, Texas had a big Back in 1985, Texas had a big problem. A garbage problem. problem. A garbage problem. To battle this big, expensive To battle this big, expensive roadside mess, the Texas Highway roadside mess, the Texas Highway Commission launched an extensive Commission launched an extensive public education campaign. public education campaign. Using research, the State of Texas Using research, the State of Texas identified its worst offenders and identified its worst offenders and how best to reach them, and with how best to reach them, and with that — a legend was born. that — a legend was born.

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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.

Getting Started...•Goals, Objectives, Decision MakersGoals, Objectives, Decision Makers

•Context (internal and external scans)Context (internal and external scans)

• Strategic CHOICES (Audience, Readiness, Concerns, Strategic CHOICES (Audience, Readiness, Concerns, Theme, Message, Messenger)Theme, Message, Messenger)

•Communications Activities (Tactics, Timelines, Communications Activities (Tactics, Timelines, Assignments, Budget)Assignments, Budget)

•Measuring SuccessMeasuring Success

•Reality ChecksReality Checks

Decisions

•Goals (Statement of Purpose)

•Objectives (S.M.A.R.T.)

•Decision Makers

•Goals (Statement of Purpose)

•Objectives (S.M.A.R.T.)

•Decision Makers ““If you don’t know If you don’t know where you’re where you’re

going, every road going, every road will lead you there”will lead you there”

- Lewis Carroll- Lewis Carroll

Context

• Internal Scan (What staff, resources and tools do you Internal Scan (What staff, resources and tools do you have to use when planning your communications?)have to use when planning your communications?)

• External Scan (assess the environment for your External Scan (assess the environment for your communications efforts. What’s happening around you communications efforts. What’s happening around you that will affect your communications strategy.)that will affect your communications strategy.)

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?)

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)

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)

Measuring Success

•Monitor your progressMonitor your progress

• Identifying both quantifiable and anecdotal ways to Identifying both quantifiable and anecdotal ways to measure successmeasure success

•Measure OUTPUTS and OUTCOMES (outputs = measures Measure OUTPUTS and OUTCOMES (outputs = measures of effort; outcomes = changes that occur)of effort; outcomes = changes that occur)

•Measurements need to be DEFINED and REVIEWED.Measurements need to be DEFINED and REVIEWED.

•Don’t wait until the end!Don’t wait until the end!

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!

What’s In a BRAND?

'Brands are the express checkout for people living their lives at ever increasing speed.'

- Brandweek Magazine

'Brands are the express checkout for people living their lives at ever increasing speed.'

- Brandweek Magazine

What’s In a BRAND?

A brand's value is merely the sum total of how much extra people will pay, or how often they choose, the expectations, memories, stories and relationships of one brand over the alternatives.

If you’ve never heard of it, if you wouldn’t choose it, if you don’t recommend it, then there is no brand, at least not for you.

If you’ve never heard of it, if you wouldn’t choose it, if you don’t recommend it, then there is no brand, at least not for you.

http://sethgodin.typepad.com/

Why ONLINE BRANDING is key (time for some stats...):

Why ONLINE BRANDING is key (time for some stats...):

The AVERAGE CANADIAN spends

17 hours online each week

(and that’s not including email...)

The AVERAGE CANADIAN spends

17 hours online each week

(and that’s not including email...)

Source:

Used by more than 300 MILLION people every day

and is the second most used search engine (after Google).

Used by more than 300 MILLION people every day

and is the second most used search engine (after Google).

70% of online Canadians

are active on at least one social

network

70% of online Canadians

are active on at least one social

network

Source:

Source: NM Incite, a McKinsey / Nielsen Company (2010)

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.

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.

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?

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?

CISV...?

CISV believes in the value of diversity...

We also understand that large, diverse organizations need to have a familiar look and feel when they are communicating.

CISV believes in the value of diversity...

We also understand that large, diverse organizations need to have a familiar look and feel when they are communicating.

Find “Looking Good”

on Resources

Find “Looking Good”

on Resources

Build awareness, encourage literacy, and Build awareness, encourage literacy, and support accesssupport access

Create a uniform approachCreate a uniform approach

Set aside the necessary resources Set aside the necessary resources (Volunteers? Budget?)(Volunteers? Budget?)

Develop and work your media planDevelop and work your media plan

Manage expectationsManage expectations






AWARENESS:AWARENESS:

- Encourage people to use social media- Improve your internal communications

- Encourage people to use social media- Improve your internal communications

LITERACY:LITERACY:

- Offer training- Offer resources- Offer training- Offer resources

ACCESS:ACCESS:

- Remove barriers to participation- Change attitudes- Remove barriers to participation- Change attitudes

UNIFORM APPROACH:UNIFORM APPROACH:

Social Media is not “the JB’s thing”!

It is probably one of our best tools for recruitment, fundraising

Branding, Branding, Branding...

Social Media is not “the JB’s thing”!

It is probably one of our best tools for recruitment, fundraising

Branding, Branding, Branding...

RESOURCES:RESOURCES:

Social Media might be cheaper (in $$$) than other forms of media engagement, but doing it right requires time, commitment and yes - sometimes, budget.

Social Media might be cheaper (in $$$) than other forms of media engagement, but doing it right requires time, commitment and yes - sometimes, budget.

DEVELOP YOUR MEDIA PLAN

When appropriate, include social media in your strategic plan.When appropriate, include social media in your strategic plan.

MANAGE EXPECTATIONS: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”.

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”.











“First, we shape our tools. Then, they shape us.”

“First, we shape our tools. Then, they shape us.”

- Marshall McLuhan- Marshall McLuhan

Any person involved with CISV has to communicate about CISV in one way or another.

Whatever your involvement with CISV, there will always be times when you will have to explain what the organization is, why it exists, and what it does.

Any person involved with CISV has to communicate about CISV in one way or another.

Whatever your involvement with CISV, there will always be times when you will have to explain what the organization is, why it exists, and what it does.

Find “Just Saying” on Resources

Find “Just Saying” on Resources

Social Media is not where the kids go on the internet to play!

Your members will see it, potential new families will see it, potential leaders will see it, potential partner LMOs will see it, potential sponsors and donors will see it.

Social Media is not where the kids go on the internet to play!

Your members will see it, potential new families will see it, potential leaders will see it, potential partner LMOs will see it, potential sponsors and donors will see it.

Business

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