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This initiative is a project of the National Human Services Assembly and is generously funded by The Kresge Foundation and Annie E. Casey Foundation.
Pressing the Refresh Button on Reframing
The human service sector plays an integral role in creating a vibrant, thriving society. Yet each year we find ourselves having to make the case, all over again, for critical funding and better policies, while competing for limited and insufficient resources, attention, and investment. The power of reframing is that it helps us tell our story in a way that we know will build public understanding and support that is sustainable and constant over time. We are seeking no less than a cultural shift in the conversation around what it takes to make sure everyone can reach their full potential and contribute in their community.

Throughout this first year of the mobilization, we’ve shared guidance and resources to help the sector reframe our communications. This week, we want to offer a quick refresher on some of the key storytelling components involved in reframing.

The new frame is anchored by the research-based Building Well-Being Narrative, which uses the following elements together to provide the public with a complete picture of what human services are and who they benefit:
Image used courtesy of the FrameWorks Institute
As the chart above shows, it is imperative to use all of the narrative elements together to realize the full effect of the frame. But reframing doesn’t end with using the language of the narrative. When reframing your communications, remember that the full context of the message matters as much as the specific words used. We bolster the public’s receptivity to human services by using a reasonable tone in our communications, focusing on solutions, telling thematic stories rather than providing vivid examples, and avoiding common communications traps for our sector.
The Chronicle of Philanthropy recently featured FrameWorks Institute and its groundbreaking work to reframe a wide range of issues including early childhood development, climate change, immigration, and aging. The article also highlighted the research FrameWorks conducted for NHSA’s National Reframing Human Services Initiative. We are so excited for our partner and the well-earned attention they are receiving for their innovative, multi-disciplinary approach to communications.
You may also consider registering for the webinar "Building Well-Being: Encourage Participation, Deepen Support, and Raise Funds for Your Nonprofit" hosted by Social Solutions and featuring Ilsa Flanagan on October 13 at 3:00 PM EDT.
Register for webinar
The NHSA Reframing Team has conducted intensive workshops in communities across the country, including New York City, Seattle, San Francisco, Miami, Chicago, Austin, and many others to share FrameWorks research on human services and provide participants with the tools to start using the Building Well-Being Narrative. In the first year of the mobilization, over 500 community and national leaders have been trained on the new frame.

Over the next several months we’ll be headed back to some of those communities to provide a second round of workshops, devoting even more time to hands-on activities and commonly asked questions in order to increase the participants’ expertise in applying the new frame to their communications. Stay tuned for more details.

If you’re interested in bringing a reframing presentation, workshop, or webinar to your network, contact Ilsa Flanagan, Director of the National Reframing Initiative, for details.
We have a robust set of free tools to better equip you integrating this new narrative into your communications strategies.
Contact Us
For more information on how your organization can join the reframing mobilization, please contact Ilsa Flanagan at iflanagan@nassembly.org.
For any questions about this newsletter or the online tools or website information, please contact Bridget Gavaghan at bgavaghan@nassembly.org.

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