A New Communications Model For Philanthropy

by Mike Gallagher for the CMF NewsWire
Posted 12/18/09

When it comes to finding new, creative and effective ways to reshape the way influential leaders think about the value foundations bring to strengthening Michigan, a group of philanthropic leaders and communications’ professionals have one thing to say: Philanthropy 3D-Michigan (3D).

Led by the Council of Michigan Foundations (CMF), 3D is a pilot project of the Philanthropy Awareness Initiative (PAI) which is helping identify and create the most effective ways foundations can share their work, value and roles with influential Americans beyond just transactional grantmaking.

Today, trustees and senior staff at 14 Michigan foundations are partnering with CMF to test a new model for communicating foundations’ value, to those influential leaders in their communities who can really make a difference.

Actively participating in 3D are: Ann Arbor Area Community Foundation; Blue Cross Blue Shield of Michigan Foundation; Herbert H. and Grace A. Dow Foundation; DTE Energy Foundation; Max M. and Marjorie S. Fisher Foundation; Fremont Area Community Foundation; Grand Rapids Community Foundation; W.K. Kellogg Foundation; McGregor Fund; Midland Area Community Foundation; Rotary Charities of Traverse City; Community Foundation of St. Clair County; The Skillman Foundation and Community Foundation for Southeast Michigan.

Grant support for the project comes from the David and Lucile Packard Foundation, W.K. Kellogg Foundation and the Forum of Regional Associations of Grantmakers.

“One of CMF’s primary roles is to promote the role, value and impact of our more than 370 foundation members,” says Vicki Rosenberg, CMF vice president, education, communications and external relations.

“The 3D project grew out of the realization that we had a unique opportunity to shift the prevailing perception of foundations as ATM machines into one of high value partners doing transformational work,” adds Rosenberg. “To achieve that aim, we needed to develop clearer, more aspirational messages and a dedicated group of partners to send those messages. We are delighted that 14 member foundations joined us and 27 of their trustees agreed to test the messages along with us.”

Research Key To Success

Mark Sedway of Sedway Associates and who serves as the PAI program director, says the most exciting thing to him about 3D is how directly engaged foundation trustees are in developing a new outreach model to communicate with influential audiences and how they’re rolling up their sleeves and moving the initiative forward.

“This is really exciting,” he says. “I’ve seen a lot of appetite for guidance and information throughout the sector in how to encourage and train trustees to be better ambassadors for foundations…so they can reach into and educate other sectors such as business and politics. Trustee engagement is the key to making this all work.”

CMF and PAI tapped the expertise of the Grand Valley State University’s Community Research Institute (CRI) to provide research and evaluation services, and Hattaway Communications – a global strategic communications firm whose clients include the Gates and Ford foundations, World Bank and many others – to oversee message development and training.

Building a New Communications’ Model

Earlier this year researchers interviewed 27 foundation trustees, executives and communications officers from the 14 foundations partnering with CMF on 3D to understand current practices. They also audited messages currently being used by those foundations and CMF in their publications and websites.

According to the research, all foundations use some level of strategic messaging, but board members view their primary role as investing, growing and distributing foundation resources, not necessarily communicating with other non-foundation leaders.

Additionally, most foundations have vision, mission or values statements describing philosophies of partnership, leadership and strategy often followed by program descriptions that tend to be transactional and not aspirational, according to the trustees.

The type of foundation they run – community, family, corporate, etc. – also affects a trustee’s role in how and how much they are involved in communications, they say. Most trustees agree they need to increase their communication efforts.

Since spring 2009, Philanthropy 3D-Michigan has been on a fast track to help them do just that.

This past summer, 3D partners met to draft messages which were then tested through focus groups with foundation executives and trustees. The final results were packaged in a message manual.

William Hanson, The Skillman Foundation’s director of communications and technology, and co-chair of the Communications Network-Michigan affinity group, says the initial efforts “to get foundation board members more directly involved in communicating the ongoing, important work of Michigan philanthropy is going well.”

He noted the fact that several influential trustees participated in a 90-minute Webinar to learn how to effectively use the new messages as evidence of the commitment and excitement they are bringing to the effort.

“The new message manual gives foundation trustees ideas on how to frame the conversations and share the important work our foundations are doing throughout the state,” says Dr. Richard Dolinski, vice chair of the Midland Area Community Foundation.

Ira Strumwasser, executive director and CEO of the Blue Cross Blue Shield Foundation of Michigan, says the engaged trustees “are bringing a new and important dimension to the philanthropic sector’s communication efforts. The trustees are influentials and as such, they often interact both socially and professionally with other influentials in government, business and their communities. It’s a natural link that many (trustees) are now embracing.”

According to Rebecca Noricks, CMF’s communications manager, the messages are being piloted from November 2009 through February 2010.

“Post-pilot interviews and message audits will help us understand what worked and how we need to refine the model and messages for use by CMF and our members on an on-going basis,” says Noricks. “We are optimistic that this project will be successful based on all we’ve learned so far.”

“Extraordinary Undertaking In Extraordinary Times”

The 3D project is dynamic, ground-breaking and is expected to change how foundations are perceived in the future by leaders in business, government, the public and the media, say those involved in the initiative.

Chris DeCardy, vice president and director of communications for the David & Lucile Packard Foundation, which is helping fund the PAI and 3D, says CMF’s efforts in helping develop and implement a sector-changing communication formula focusing on and sharing the aspirational impact of foundations as a way to engage and work with leaders from other sectors “is incredibly important.

“This initiative crosses many boundaries: it will provide a new methodology for foundations to reach out to others in a much different way to encourage collaborative partnerships with other sectors…and will help build communications capacity and expertise in foundations, including among their trustees,” he notes.

Douglas Hattaway, president and CEO of the Boston-based Hattaway Communications, says the foundation initiative “takes a completely new approach to solving problems.

“This work provides an incredible opportunity to link foundations with leaders from every sphere in Michigan and around the nation to spark societal change,” says Hattaway. “It’s an extraordinary undertaking in extraordinary times.”

Joseph M. Stewart, Kellogg Foundation chair, says he is excited about the role he and other trustees can play – and are now playing – to make dramatic changes in how foundations will communicate their visions and goals while reaching out and embracing leaders from other fields in the important work of changing Michigan for the better.

“These are tough times for everyone,” notes Stewart. “We as trustees need to engage and be a part of the solution for Michigan and I believe a part of that change is educating others to the important role that foundations play in society today and letting other leaders from other sectors know we want to work with them. Together we can make a difference. Better communication methods and techniques is one way that can be achieved.”

Cheryl Elliott, president and CEO of the Ann Arbor Area Community Foundation (AAACF), agrees saying the work of CMF/PAI “is top notch and we (3D foundation participants) are getting good guidance. It’s really been a great team effort. On a personal note, this work couldn’t have come at a better time.”

Elliott says AAACF trustees “are now asking us for this kind of communications’ help. They know there is too much jargon in this field and we are not communicating our work and our successes as clearly as we should be. Our mission is so broad and the question is how do you tell people about our work in a concise and informational way?

Robert Collier, CMF’s president and CEO, says, “CMF is pleased to partner with PAI and our members in this critical work. We are hopeful that 3D will be a new model that will connect the philanthropic, government and business sectors to achieve long-term, positive economic and societal changes in Michigan.”