Access for All: Expanding CDFI Impact in the Disability Community - - PowerPoint PPT Presentation
Access for All: Expanding CDFI Impact in the Disability Community The CDFI Funds Capacity Building Initiative Marketing and Outreach: Creating Accessible Programs March 31, 2020 Authors: Jack Brummel, David Beck, Danny Housely and Susan
The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
March 31, 2020 Authors: Jack Brummel, David Beck, Danny Housely and Susan Tachau of Team BCT
Access for All: Expanding CDFI Impact in the Disability Community
The CDFI Fund’s Capacity Building Initiative
Marketing and Outreach: Creating Accessible Programs
The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
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The development of this training presentation was funded by the CDFI Fund, under Contract No. 20340619F00005. The curriculum and opinions expressed in this webinar are those of the authors, who are solely responsible for the content, and do not reflect the opinions of the CDFI Fund
Disclaimer:
The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
Aims of the “Access for All” Training Series
characteristics, customer service etiquette, and accessibility considerations
needs and demand and with the product features expressed by and for people with disabilities
networks, and resources to set a strategic course of action to serve the disability market.
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firm that delivers a full range of research, consulting, training, technology, and analytics services
that lead to equity
partnering organizations to deliver training and technical assistance for the “Access for All” training series.
About BCT Partners
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Susan Tachau Pennsylvania Assistive Technology Foundation Jack Brummel Northwest Access Fund Danny Housely Georgia Institute of Technology David Beck Self-Help Credit Union
Instructors
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This webinar will help CDFIs to develop and enhance programs for people with disabilities by addressing the importance of marketing, outreach and
to serve people with disabilities. The session will also teach CDFIs how to tailor marketing and outreach efforts for targeted audiences (e.g., Centers for Independent Living and disability-specific organizations such as affiliates of the National Federation of the Blind, The Arc organizations, state hearing loss associations, the National Multiple Sclerosis Society, etc.). Finally, participants will learn how to make websites and marketing materials accessible, that is, usable for people with disabilities.
Introduction
The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
The Importance of Marketing and Outreach
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The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
Target Audience for Marketing and Outreach
Society, ALS Association, Arc, etc.)
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Development, Labor & Industry, Education, etc.)
Target Audience for Marketing and Outreach (continued)
The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
Target Audience for Marketing and Outreach: Peer-Led Organizations
based, cross-disability, nonresidential private non-profits designed and
an array of independent living services
defends the rights of blind people of all ages and provides information and support to families with blind children, older Americans who are losing vision, and more
activists to engage in nonviolent direct action to assure the civil and human rights of people with disabilities to live in freedom
in P2P programs across the nation and provides emotional and informational support to families by connecting parents of children with disabilities or special health care needs
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The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
Marketing Approaches of Successful Programs
disability types and groups, and specific target audience entities)
multi-cultural center, senior centers and social service centers)
friends and family members
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The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
Best Practices from Successful Programs
marketing (e.g. Twitter, Facebook, LinkedIn, and etc.)
your products and services
and financing for PWDs
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The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
Best Practices from Successful Programs (Continued)
mobility vendors
philanthropic and nonprofit organizations, and government agencies serving PWDs to cross promote products and services
and anti-poverty stakeholders in your state or region
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The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
Engaging content that supports your message is key to building an effective marketing and outreach plan
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Informational Publications
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Educational Events
The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
Facebook, Top 3 Posts – 2019
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Meaningful Posts
The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
Twitter, Top 3 Posts – 2019
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Meaningful Posts (Continued)
The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
Date Campaign Email Subject Line Click Thru Rate Dec 5, 2018 Winner Announcement #MyLifeWithAT2018 Photo Contest Congratulations to the winners of #MyLifeWithAT2018 Photo Contest 27.6% Apr 9, 2019 Funding Guide Announcement New Publication: Funding Your Assistive Technology 27.6% Oct 5, 2018 2018 September Newsletter Jobs and Homes Aren't Enough: The Missing Link 21.5% Nov 9, 2018 2018 November Newsletter Giving Back Through Music 20.9% Dec 13, 2018 EOY 2018 1 New Guide! How To Access AT in Community Health Choices 19.7%
Constant Contact, Top 5 Newsletters - Based on Click Through Rate – FY2019
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Engaging Content
The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
reading/comprehension level
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Accessibility is Mandatory
The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
Primary Marketing and Outreach Strategies
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Digital Marketing
The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
Print Materials
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The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
In-Person
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The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
Brand Guidelines
empowerment
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Assistive T Tec echnol
= Independence, Quality of Life We are Pennsylvania’s experts on funding assistive technology.
Assistive Technology
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Northwest Access Fund Marketing Material
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Northwest Access Fund Marketing Material (Continued)
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Disability Etiquette on Images Used
The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
The Right Format
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The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
A Case Study — Hearing Aid Loans
increased 0%-interest loan cap
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A Case Study – Hearing Aid Loans (Continued)
The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
A Case Study — Hearing Aid Loans (Continued)
In the first half of FY2019:
Increase in number of loans for hearing aids
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The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
The importance of analytics!
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Total Website Pageviews, by Day – FY2019
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Two significant peaks:
Total Website Pageviews 2018-2019
The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
Other Factors Matter
adjusted for particular types of loans?
process?
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The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
What Needs to be Accessible?
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The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
Everything!
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The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
Accessibility Isn’t Scary
can offer support)
everyone
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Know Your Audience (But also – everyone benefits from accessibility!)
Everyone Benefits from Accessibility
The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
The Importance of Web Accessibility
people with disabilities can perceive, understand, navigate, and interact with the web and contribute to the Web
physical, speech and visual)
people with slow internet connection, smart phone users, older people with changing abilities, people with situational limitations, and people with temporary disabilities)
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The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
Social Media
credibility
alternative text capability)
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The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
Best Practices for Making Word Documents Accessible
charts, embedded objects, ink, and videos
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The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
Resources for Accessibility
PDF and Microsoft Word and PowerPoint, captions for videos, and accessible websites
Word
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The CDFI Fund’s Capacity Building Initiative // Marketing and Outreach
Key Takeaways
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Please direct follow-up questions to: cdfi@bctpartners.com For additional information on the Access For All training series, please visit www.accessforall.info
Contact Information