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Implications for housing & community
development advocates of
Putting Families First:
Good Jobs for All
Messaging Research
NACEDA 2015 Annual Meeting
October 6, 2015
We work with state and local partners to
create and protect housing trust funds
Housing Trust Fund Project
June 2015
Lake Research Partners
Washington, DC | Berkeley, CA | New York, NY
LakeResearch.com
202.776.9066
Putting Families First: Good Jobs for All
Messaging Research
Like Most Conversations about Poverty …
“Brand Advocates”
The Base is the Best Messenger of the Message.
• 19% of sample
• More likely to be Democratic
• More African Americans and
Latinos
• Wealth product of luck
• Government should guarantee
jobs
• Don’t believe wealthy create
prosperity for all
• Clustered around values of
fairness and family
• 16% of sample
• More likely to be men, over
65, Republican, white.
• Wealth product of hard work
• Government should get out of
the way
• Rich create jobs and
prosperity
• Clustered around values of
getting government out of
economic decisions, lowering
taxes.
12
Replace Embrace
A, B, C policies Different set of rules that give
everyone a chance.
Change the rules about wages and
working conditions.
Marginalized, underserved, poor
communities
Can’t get ahead
Struggling to make ends meet
Increase minimum wage, adequate
wage
Paid enough to sustain family
Provide for those you love
X earn less than Y X are paid less than Y
Wages you can raise a family on Wages you can sustain a family on
Good for the economy Good for the nation/for Americans
Economic inequality
Gap between top and bottom
Economy off balance, too much
wealth in too few hands
Conditions persist, X experience,
are being impacted
Lawmakers choose, employers deny
Lobby Day 2015
RUN: Residents United Network
Sign up for the
Housing Trust Fund Project
e-newsletter!
The Housing Trust Fund Project publishes a quarterly e-newsletter
with updates on state and local housing trust fund campaigns
from around the country.
housingtrustfundproject.org
Follow us on twitter
@ccchtfp
Michael Anderson
Housing Trust Fund Project
Center for Community Change
3909 SE 51st Ave
Portland, OR 97206
(503) 308-0067
manderson@communitychange.org
Vision
A clear statement
of the problem you
are trying to
address in a way
that everyone can
see their stake in
addressing the
issue.
The solution you
are proposing
and the
principles or
outcomes it is
designed to
achieve.
Values that underpin the challenge and
your proposed solution. The answer to
the “why does it matter” question.
Values
SolutionProblem
Your vision for the community, state,
society. A sense of the purpose and
goal that drives you to seek the
change you are working for. Your
aspiration and inspiration.
What’s Wrong
Why it Matters
What Can be Done
What Can be Done
Why it
Matters
What’s
Wrong

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Housing Strategic Communications and Advocacy

  • 1. Implications for housing & community development advocates of Putting Families First: Good Jobs for All Messaging Research NACEDA 2015 Annual Meeting October 6, 2015
  • 2. We work with state and local partners to create and protect housing trust funds Housing Trust Fund Project
  • 3. June 2015 Lake Research Partners Washington, DC | Berkeley, CA | New York, NY LakeResearch.com 202.776.9066 Putting Families First: Good Jobs for All Messaging Research
  • 4.
  • 5. Like Most Conversations about Poverty … “Brand Advocates” The Base is the Best Messenger of the Message.
  • 6.
  • 7.
  • 8. • 19% of sample • More likely to be Democratic • More African Americans and Latinos • Wealth product of luck • Government should guarantee jobs • Don’t believe wealthy create prosperity for all • Clustered around values of fairness and family
  • 9. • 16% of sample • More likely to be men, over 65, Republican, white. • Wealth product of hard work • Government should get out of the way • Rich create jobs and prosperity • Clustered around values of getting government out of economic decisions, lowering taxes.
  • 10.
  • 11.
  • 12. 12
  • 13.
  • 14. Replace Embrace A, B, C policies Different set of rules that give everyone a chance. Change the rules about wages and working conditions. Marginalized, underserved, poor communities Can’t get ahead Struggling to make ends meet Increase minimum wage, adequate wage Paid enough to sustain family Provide for those you love X earn less than Y X are paid less than Y Wages you can raise a family on Wages you can sustain a family on Good for the economy Good for the nation/for Americans Economic inequality Gap between top and bottom Economy off balance, too much wealth in too few hands Conditions persist, X experience, are being impacted Lawmakers choose, employers deny
  • 15. Lobby Day 2015 RUN: Residents United Network
  • 16. Sign up for the Housing Trust Fund Project e-newsletter! The Housing Trust Fund Project publishes a quarterly e-newsletter with updates on state and local housing trust fund campaigns from around the country. housingtrustfundproject.org Follow us on twitter @ccchtfp
  • 17. Michael Anderson Housing Trust Fund Project Center for Community Change 3909 SE 51st Ave Portland, OR 97206 (503) 308-0067 manderson@communitychange.org
  • 18. Vision A clear statement of the problem you are trying to address in a way that everyone can see their stake in addressing the issue. The solution you are proposing and the principles or outcomes it is designed to achieve. Values that underpin the challenge and your proposed solution. The answer to the “why does it matter” question. Values SolutionProblem Your vision for the community, state, society. A sense of the purpose and goal that drives you to seek the change you are working for. Your aspiration and inspiration.
  • 19. What’s Wrong Why it Matters What Can be Done What Can be Done Why it Matters What’s Wrong
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