1. CISV’s Educational Approach
...and how it relates to PROFILE RAISING

2. CISV’s Statement of Purpose
CISV EDUCATES AND INSPIRES ACTION FOR A MORE JUST AND
PEACEFUL WORLD

4. 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.

5. Goals and Indicators
Every CISV program, activity or training has GOALS and INDICATORS
Indicators are comprised of ATTITUDES, SKILLS, KNOWLEDGE
ATTITUDES SKILLS

6. Profile Raising Training
OUR GOALS:
Goal 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 CISV
Goal 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
environments

7. ...it starts with the “WHY”
QuickTimeª and a
decompressor
are needed to see this picture.

8. 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.

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

12. QuickTimeª and a
decompressor
are needed to see this picture.

13. 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.

14. Getting Started...
• Goals, Objectives, Decision Makers
• Context (internal and external scans)
• Strategic CHOICES (Audience, Readiness, Concerns, Theme,
Message, Messenger)
• Communications Activities (Tactics, Timelines, Assignments, Budget)
• Measuring Success
• Reality Checks

15. Decisions
• Goals (Statement of Purpose)
• Objectives (S.M.A.R.T.)
• Decision Makers
“If you don’t know where
you’re going, every road
will lead you there”
- Lewis Carroll

16. Context
• Internal Scan (What staff, resources and tools do you have to use
when planning your communications?)
• External Scan (assess the environment for your communications
efforts. What’s happening around you that will affect your
communications strategy.)

17. 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?)

18. 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)

19. 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)

20. Measuring Success
• Monitor your progress
• Identifying both quantifiable and anecdotal ways to measure success
• Measure OUTPUTS and OUTCOMES (outputs = measures of effort;
outcomes = changes that occur)
• Measurements need to be DEFINED and REVIEWED.
• Don’t wait until the end!

21. 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!

22. What’s In a BRAND?
'Brands are the express checkout for people living their lives at ever increasing speed.'
- Brandweek Magazine

23. 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 http://sethgodin.typepad.com/
there is no brand, at least not for you.

24. Why ONLINE BRANDING is
key (time for some stats...):
The AVERAGE
CANADIAN spends
17 hours
online each week
(and that’s not
including email...)
Source:

25. Used by more than
300 MILLION people every day
and is the second most used search
engine (after Google).

26. 70%
of online Canadians are
active on
at least one social network
Source:

27. 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.
Source: NM Incite, a McKinsey / Nielsen Company (2010)

31. CISV...?
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?

33. 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

35. Build awareness, encourage literacy, and support access
Create a uniform approach
Set aside the necessary resources (Volunteers?
Budget?)
Develop and work your media plan
Manage expectations

36. AWARENESS:
- Encourage people to use social media
- Improve your internal communications
LITERACY:
- Offer training
- Offer resources
ACCESS:
- Remove barriers to participation
- Change attitudes

37. UNIFORM APPROACH:
Social Media is not “the JB’s thing”!
It is probably one of our best tools for
recruitment, fundraising
Branding, Branding, Branding...

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

39. DEVELOP YOUR MEDIA PLAN
When appropriate, include social media in
your strategic plan.

40. 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”.

41. Build awareness, encourage literacy, and support access
Create a uniform approach
Set aside the necessary resources (Volunteers?
Budget?)
Develop and work your media plan
Manage expectations

42. “First, we shape our tools.
Then, they shape us.”
- Marshall McLuhan

44. 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 Find
“Just Saying”
the organization is, why it exists, on Resources
and what it does.

45. 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.