Human services play a vital role in ensuring that everyone has the opportunity to reach their full potential and contribute to their communities. Yet the sector’s important work and societal benefits are largely invisible to the public and policymakers. As a result, human services struggle to marshal the resources and long-term sustainable support necessary to address the complex issues facing our communities.
Now more than ever, the human services sector needs to take advantage of research-based strategies for connecting with and activating the public. That’s why the National Human Services Assembly engaged the FrameWorks Institute, a renowned nonprofit communications think tank, to apply their evidence-based reframing strategy to human services.
This workshop builds on the Level 1 workshop, “Leading the Conversation”, where participants heard the findings from this groundbreaking research and learned how to use each frame element. In “Next Level”, more time is devoted to working together and independently on hands-on activities to apply the full frame. We also spend time addressing commonly asked questions, including how to write thematic stories and using data in the frame. Participants will leave the session with a reframed communications document from their organization and with the expertise to begin applying the new frame.
Bring to the Workshop
Each participant of the “Workshop + ‘My Organization’ Breakout” should bring a communications document from their organization and we will work on reframing these materials during the workshop. This could include:
- Mission Statements
- About Us website language
- Fundraising Letters
- Organizational brochures or fact sheets
For the “People Experiencing Homelessness” Breakout and the “Behavioral Health” Breakout, each participant should bring a communications document related to the issue, either used by their organization or another publication. In these breakouts, collaborative teams will work together to reframe these materials.
Advance Preparation for Participants
Building Wellbeing: Encourage Participation, Deepen Support, and Raise Funds for your Nonprofit Webinar. In this 90-minute webinar, Ilsa Flanagan provides a high-level overview of the research and findings from the Reframing Initiative.
Talking Human Services: A Frameworks Message Memo. The foundational document for this initiative, it synthesizes the research that informed the development of the new frame and offers recommendations for the human services field to utilize the frame and more effectively communicate the scope and value of their work.
Building a New Narrative on Human Services Toolkit. The toolkit is a practical guide for reframing that includes examples of how traditionally framed messages can be reframed using the new narrative and frame elements. There are FAQs, message cards, example Op-Eds and other tips for integrating the new frame.