To build public supporT for

human services in massachuseTTs
Acknowledgements
TheGuideBookwasdevelopedby:MichaelRippleandBillYelenakoftheProviders’Council
andPatrickBresettefromtheDemosCenterforthePublicSectorandassistedby:LeoSarkissian,Arc
Massachusetts;GaryBlumenthal,AssociationofDevelopmentalDisabilitiesProviders;SueTodd,Children’s
LeagueofMassachusetts;BillAllen,DisabilityPolicyConsortium;BethGreen,HumanServiceForum;Joe
Diamond,MassachusettsAssociationforCommunityAction;VicDiGravio,MentalHealthandSubstance
AbuseCorporationsofMassachusetts;TobyFisher,NationalAlliancefortheMentallyIll–MAand;Christina
Kasica,UnitedforaFairEconomy.
Special thanks to The Boston Foundation and staff members Geeta Pradhan and Allison Bauer
for their support of the Two Penny Project
January 2008
Dēmos
A Nrrwon× von Inras ± Acriox
Table of ConTenTs
introducing the Two penny project - Q & a 1
a short course in reframing 5
Tips for Working with the media 8
more core values and ideas 10
a list of resources that Will help build Your presentations 1 1

appendix
facts and figures about the human service sector 12
facts & figures on the human service Workforce
& its economic impact 13
Nonprofts embody the best spirit and values of our
nation. They help millions of individuals and families
daily. They protect, feed, heal, shelter, educate, and
nurture our bodies and spirits. Nonprofts also give
shape to our boldest dreams, highest ideals, and
noblest causes. They turn our beliefs into action – as
promoters of democracy, champions of the common
good, incubators of innovation, laboratories of
leadership/responders in times of trouble, stimulators
of the economy, and weavers of community fabric.

– by Tim Delaney
The Center for Leadership, Ethics, & Public Service.
I nTRoDUCI nG THe TWo PennY PRoJeCT
QUesTI ons anD ansWeRs
Thegoalofthisprojectistobuildpublicsupportforhumanservicesbyfndingnewwaysforhumanservice
providersandtheirsupporterstocommunicatetothepublicandourelectedandappointedoffcialsaboutthe
valuableservicesthatoursectordelivers.Aspartofthisoverarchinggoal,wemustalsofndwaystorebuild
supportfortheroleofgovernmentinprovidingfundingandsupportforhumanservices.Wewanttoadvance
theprinciplethatthehumanservicessectorhelpstosupportthecommongood,andwewouldliketoengage
thepublicinthisendeavor.

THIS PROJECT IS A NEW WAY OF THINKING ABOUT HOW TO
WRITE, SPEAK AND COMMUNICATE ABOUT OUR WORK.
Andwhyengagethepublic?ThoughweknowhowimportanthumanservicesaretolifeinMassachusetts,therearemanynegative
stereotypesusedtodenigrategovernmentspendingonhumanandotherpublicservices.Insomecircles,spendingonhuman
servicesisfrequentlyframedas“wasteful”andthattoomanypeopleare“dependent”ongovernment“handouts.”Humanservice
providerscouldcounterthesenegativeperceptionsbycreatingbetterpublicunderstandingofthepositiveimpactthathuman
serviceshaveonindividuals,familiesandcommunitiesacrossthestate.Wecandothisbyofferingapowerfulalternativemessage
andstorythatdebunksthenegativeframesweconfrontandcreatespositiveframesofourown.Havingthepublicrecognizethe
valueofhumanservicesandinvolvingthemincommunicatingthistotheirlegislatorscanonlyhelpusachieveourgoal.Thepublicis
ourmostimportantdonor,andtheyshouldknowandappreciatethevalueoftheirinvestmentinthehumanservicesector.
Itwascalculatedthatonlytwopenniesfromeverydollarofpersonalincome(per
capita)inMassachusettsarespentonhumanservices.
Itisimportanttounderstandtheconceptof“framing”atthispoint,andhowmessages
canbecreatedthatwillengagethepublicandourdecisionmakersinstategovernment.
Wealluse“frames”tomakesenseoftheworld…
TheTwoPennyProjectisbasingitsprogramontheworkofPublic Works: The Demos Center for the Public Sectorandaproject
theyhaveundertakenwiththeFrameWorks Institute.PublicWorkshasundertakenamulti-yearefforttounderstandwhathas
happenedtoAmerica’sperceptionsofgovernmentandwhatitdoesandfunds.Theresearchconductedforthiseffortbythe
FrameWorksInstituteusesaninnovativeprocesscalledStrategicFrameAnalysisTM.FrameWorksdefnesa“frame” as “the way
a story is told – its selective use of particular values, symbols, metaphors, and messages – which, in turn, triggers the
shared and durable cultural models that people use to make sense of their world.”
Wealluseframestoreducecomplexsubjectsintoideasandconceptswecanreadilygrasp.Theseframesbecomeshortcutsto
thinking.Theyalsobecomehabitsinthewaywemakesenseoftheworld.Withinthehumanservicessector,someofthewidely
heldframesaboutourfeldandgovernment’sroleinsupportingwhatwedoworkagainstusandsomeworkforus.Ifyouusethe
words“humanservices,”thepublicmaythinkof“naggingadvocates,givinghandoutstotheundeserving”ortheymaythinkofthose
folksdoing“God’swork.”Oncepeopletagwhoyouare,orwhatyourstoryis,withsuchrefexivethinking,itisoftendiffculttoget
themtothinkmoredeeplyordifferentlyaboutanissue;therestofyourstorymaynotbeheard.Theythinktheyknowwhoyouare
andwhatyouaregoingtosay,andtheysimplytuneout.
Evertellsomeoneyouworkinhumanservices?Doesthatpersonsay,“Iamgladtherearepeoplelikeyoudoingthatkindofwork.”
Andthendoyoufndtheconversationslowlydies?
AT ITS MOST SUCCESSFUL LEVEL, THE TWO PENNY PROJECT
HOPES TO ENABLE THE PUBLIC TO TAKE “PERSONAL
RESPONSIBILITY FOR THEIR SHARED RESPONSIBILITIES.” WE
ALSO WANT OUR ELECTED AND APPOINTED OFFICIALS TO
READ IN THE LOCAL PRESS ABOUT THE CONTRIBUTIONS
OUR PROGRAMS MAKE TO OUR CITIES AND TOWNS
ACROSS THE STATE.
Wouldn’titbegoodiftheframesthatweretriggeredbyaconversationabouthumanservicesweremorelikethis:
•“Humanserviceprogramsenablethousandsofpeopletogotoworkeveryday,knowingthatafamily
memberhasqualitycarefromacommunity-basedagency.”
•Mylocalhumanserviceagencyemployshundredsoflocalpeoplewhospendtheirmoneyrighthereintown,
andthesejobswillnotmoveoutofstate.”
•“IamgladourtaxdollarsareaccomplishingsomuchgoodformytownandfortheCommonwealth.”
Atitsmostsuccessfullevel,TheTwoPennyProjecthopestoenablethepublictotake“personalresponsibilityfortheirshared
responsibilities.”Wealsowantourelectedandappointedoffcialstoreadinthelocalpressaboutthecontributionsour
programsmaketoourcitiesandtownsacrossthestate.Tohavethishappen,itwilltakeaconcertedeffortonthepartofhuman
serviceproviderstocommunicateeffectivelyandconsistentlyaboutthevalueofourwork,andtoengagethebroaderpublicin
understandingandappreciatingtheworkwedoeveryday.
Notexactly.Thisprojectismoreaboutanewwayofthinkingabouthowtowrite,speakandcommunicateaboutourwork.The
goalistohelpyoureframemessagesovertimeinordertochangetheoverarchingperceptionsofourfellowMassachusettsresidents
abouthumanservices,governmentandoursharedrolesandresponsibilitiesinmaintainingthiscriticalsystemofservicesand
supports.Intacklingthischallenge,wealsowanttohelpthepublicfeeltheyhaveanactiveroleingovernment,inwhatitfundsand
supports,andtorememberitisnotsomethingthatjusthappenstothem.RememberwhatthelatePresidentJohnF.Kennedysaid:
“Ask not what your country can do for you, ask what you can do for your country.”
Thereisvalueinhavingseveral“taglines”thatweallusetobuildabroad-basedidentityforthehumanservicesector.Theemphasis,
however,isonyoutheindividualproviderbuildingtheframesthattellapositivestoryaboutyourmission,youreffortstoserveyour
entirecommunity,howyoucontributetothelocaleconomyandhelptobuildastrongandcaringCommonwealth.
Yes.ThenextthreeparagraphscomefromaFordFoundationProjectcalled– An Economy that Works for All.
Suppose you wrote:
America is increasingly being separated into the haves and have-nots. One of every three Americans
is poor and two-thirds of those are single mothers with children. Try to imagine the plight of a single
mother working a low-wage job. Even at $10 an hour – twice the minimum wage, she earns only about
$20,000. Who could support a family on $20,000 a year?
After extensive testing the Ford Foundation found:
TheSympathy/Povertymessagewastheleasteffectiveframeofallthosetested.Theproblemwiththe
Sympathy/Povertyframeisthatitreinforcestheideathatpovertyistheresultofbadindividualchoicerather
thanaconditionthatrequiressystemicreform.Thismessagealsorecreatesthesensethatpeoplewillthink
nothingcanbedonethatdoesn’tmakemattersworse.Note: It is important to create a sense of hope
within your audience to have your ideas accepted.
So – what message – or frame – might be better?
The Ford Foundation Project suggests:
Creating prosperous communities tomorrow requires responsible planning today. Too many companies
and decision-makers focus on short-term profts and short-term thinking to the detriment of our
communities. And when we allow one part of the community to weaken and struggle, it weights us all
down, resulting in a lower stan dard of living. Our nation needs to change its short-term thinking and start
building good paying jobs with benefts and strong communities for the long term. With better planning
we can repair our economic engine and create a future with good-paying jobs and strong communities.
The Ford Foundation recommends that advocates frame their messages in terms of responsible planning and economic
vision, with a strong secondary or reinforcing message about community planning. The research also shows that
messages about teamwork in the workplace and respect for workers buttress support for policy change.
“Asteadydripcanchangetheshapeofanyrock.”Jointhesponsoringmembersinreachingthepublicwithpositivestoriesabout
ourwork.Therearenoperfectanswerswhenitcomestotellingthehumanservicestoryinnewways,butworkingwithothersinthe
pursuitofcreatinggoodframesandmessageswillenricheveryone’sjobandhelpthesector.ThisProjecthopestobuildthecapacity
ofthehumanservicecommunitytoworktogetheraswecommunicatetothepublicthroughallpossiblemeans.
More information is also available at:
http://www.demos.org/publicworks
http://www.frameworksinstitute.org/
1. Joinourtrainingprogramsandwebinars.
2.TakeadvantageofourresearchandcommunicationadvisorsandaskforaTwoPennyconsultationor
messagecoaching.TheDirectorofOperationsandCommunicationsManagerattheProvider’Council,andthe
CommunicationsDirectorattheMassachusettsBudgetandPolicyCenterarereadytoworkwithyouonyour
communityoutreachefforts.
3.Needadditionaltraining?Wewouldbegladtoarrangecustomizedtrainingswithregionalprovider/advocacy
groupsthatwanttolearnmoreandbecomeapartofthisProject.Callus.
4.LetusknowthatyouwanttobecomeactiveintheProject.AreyoureceivingtheTwoPennyTipsforongoing
education?Ifnot,calloremailus.
5.UsethisGuideBook.Ifyouaddtoit,pleaseletusknowhow.Wewanttomakeitbetter.Andpleaseshareit
withyourhumanservicecolleagues.
6.UsethefactsandfguresinthisGuideBooktobolsteryourcommunitypresentations.
7.UsethemedialiststheTwoPennyProjecthasavailabletohelpyoureachyourcommunity.
8.Readyformoreinformation?Callthe
Providers’Councilat617.428.3637and
askfortheDirectorofOperationsor
CommunicationsManager.Youcanalso
calltheCommunicationsDirectoratthe
MassachusettsBudgetandPolicyCenterat
617.426.1228forconsultationortechnical
assistance.
a sHoRT CoURse I n RefRaMI nG
Therearecentralthemesthatweneedtoevokeinallourmessagingandcommunications.Thefollowingkeystoreframingare
derivedfrommaterialsdevelopedbytheFrameWorksInstituteandPublicWorks.Pleasekeepinmind–thereareno“onesizefts
all”answers.Eachtimeyouwritetherewillbenewproblemstosolvethattakecarefulthinking.Itiseasytoslipintooldwriting
habits.Wehopeyoustartdevelopingnewones.
Thisisthewayitgoes:
The goal of the Two Penny Project is to rebuild public support for the role of government and the human
services sector in particular. TheProjectwouldlikethepublictobecomepartnersinpublicdecision-making,andtobuilda
“citizenperspective”ratherthanthe“consumerperspective.”Whatdowemeanbythis?InresearchconductedbytheFrameWorks
InstituteforPublicWorks,oneofthebarrierstobroaderpublicengagementwithandsupportforgovernmentandgovernment-
fundedservicesisthedominanceofa“consumerstance”inoursociety–eventowardthepublicsector.
In the consumer perspective:
•Governmenttakesmoneythatpeoplecanuse.
•Governmentredistributesincome–thinktaxes.
•Governmentisadragontheeconomyandabarriertobusiness.
•Governmentservicesareforthelazy,whilethosewhoworkhardwillsucceed.
•Governmentistheproblem.
However,peoplealsoholdmorepositive“citizen”perspectivesthataremoredormant,butcanbeelevated.
In the citizen perspective:
•Governmentisanecessaryagentinmaximizingqualityoflife.
•Governmentredistributesrisk–thinkSocialSecurity.
•Governmentworkswithcitizensandnonproftsandbusinesstocreateeconomicopportunity.
•Governmentservicesofferprotectionandempowermentwhenneeded.
•Government,partneringwithourresidentsandnonprofts,isourtoolforsolutions.
•Citizensseethemselvesas“stockholders”ingovernment.
ToquoteMassachusetts’GovernorDevalPatrickintalkingabouttheneedfortaxes:“…it’s not this idea
that people earn what they earn and have no responsibility for the Commonwealth. We have a
responsibility, in addition to personal responsibility, to take charge of shared responsibility.”
TheTwoPennyProject,withhumanserviceproviders,wouldliketofostermore“citizen-thinking”andtohelp
peoplerecognizeandfeelconnectedtothecriticalrolehumanservicesplayintheircommunities.TheTwo
PennyProjectwantstobuildthesensethathumanservicesadvancethecommongoodandbeneftsusall.
Human service providers need to understand the power of “frames.” Framesarementalshortcutswealluse
tomakesenseoftheworld.Theycanactlikestereotypesthatgiveusrefexiveanswerstocomplexquestions.AstheFrameWorks
Institutehasshown,understandingisfrequentlyframe-based,notfact-based.Overtime,peopledevelophabitsofthoughtand
expectationthatconfgureincominginformationtoconformtoourframes.Tochangeopinion,humanservicecommunicators
mustshifttheframe.
For example:Ifcommentatorsorpoliticianssaythatbudgetdevelopersmust“starve the beast,”theyare
inherentlycallingforfundingcutsforhumanandsocialserviceprograms.Thisthinkingproducesapowerful
anti-governmentframe.Itistheproviders’jobtocommunicatethevalueofhumanservicesmakeusmore
human.Toinoculateagainstthedominantnegativeperceptions,weneedtocreateourownpositiveframes.
FRAMES ARE MENTAL SHORTCUTS WE ALL USE TO MAKE
SENSE OF THE WORLD. THEY CAN ACT LIKE STEREOTYPES
THAT GIVE US REFLEXIVE ANSWERS TO COMPLEX
QUESTIONS.
Whencommunicationsareinadequate,peopledefaulttothe“pictures”or“framesintheirheads.”When
communicationsareeffective,peoplecanseeanissuefromadifferentperspective.
(The FrameWorks Institute)
Why doesn’t the public seem to take responsibility for pressing social issues? Itisnotbecausepeopleare
selfsh,small-mindedoruncaring.Itismoreoftenacognitivefailure,ratherthanamoralone.Peopledon’tunderstandwhattheir
responsibilitycouldbe.Wecanhelpchangethat.
So how do we frame?
•First,researchshowsnewframesareonlypossiblebecauseideasandissuescomeinhierarchies.
•Cognitivescienceteachesusthatthesehierarchies,orlevelsofthought,trackanddirectourthinking.
•Higher-levelframesactasprimesforlower-levelframes,andhigher-levelframesmaptheirvaluesand
reasoningontothelower-levelframes.
Level One Values: Writeorpresentyourmessagebyfrstevokingvalueslikejustice,protection,familyand
community,qualityoflife,independenceandopportunitythatunderpinyourwork.Thesearelikelyvalues
youraudiencerecognizesandsupports,anditwillhelpyouengagetheminwhatyoudoandwhy.This is
critical.
Level Two Values:Nextmovetoissueslikewomen’srights,children’sconcerns,theenvironment–inour
casehumanservices,mentalhealth,homelessness,etc.
Level Three Values: Nowyourreaderisabletoapplythebigpicturetothespecifcsthatyouwouldlike
themtoconsiderwhichmightincludeadequatepay,independentliving,minimumwage,etc.
You are now ready to draw your audience into a solution.Byappealingtohigher-levelvaluestoreframeyourissues,youare
workingtoconnecttowhatthebroaderpublicalsocaresabout.TheTwoPennyapproachcanofferpeopleanalternativewayto
perceivetheissueswecareabout;forexample,aboutvariouschildren’sissuesortheneedforindependentlivingassistance.And
providerscannowmovepeopletowardconsiderationofsolutions,notmerelywringingtheirhandsoveranotherintractablesocial
problemthataffectschildren.
WRITE OR PRESENT YOUR MESSAGE BY USING VALUES LIKE
JUSTICE, PREVENTION, FAMILY, EQUALITY, INDEPENDENCE
AND ECONOMIC OPPORTUNITY.
Researchhasshownthatwhenprovidersapproachpeopleascitizens,parentsandstewardsoftheircommunities,wetapinto
powerfulmodelsthatcanguidetheirthinkingaboutthemselvesandtheirpoliticalresponsibilities.Bycommunicatingthisway,we
canalsocombatthecurrentlydominantandoftennegativeframesaboutoursectorandgovernment’srole.We can move toward
solutions by reminding our citizens and our neighbors about the widely-shared Level One values they have already
incorporated into their thinking and help them to make important choices for the world.
Again,youneedtokeepinmindthatthereareno“silverbullets.”Eachnewsituationcallsforanewcreativecommunicationjust
likepaintinganewpicture.
Values
The health and well being of our communities depend on the network of human services that helps us all in times of need,
protects the vulnerable and offers opportunity to all members of the community. (Note the use of Level One Values).
Nowwhowoulddisagreewiththat?Youraudienceisreadytolisten,nottuneyououtwithanexistinghuman
serviceframe.Youhaveevokedaconnectedness–oursharedfate.
Model
What“tools”areinplacethatcanbringvictory?Or–whatarethefamiliarforums/avenuesatyourdisposalthatcanhelpcreate
positivechange.(Movetothe“issues”andLevel2values).
Throughout our communities, private agencies work with our public structures to meet the needs of people
with mental illness, empower those with disabilities, care for children and support families. This partnership
between our government and our dedicated nonproft organizations helps to keep our community and our
state thriving and working together.
Thatsoundshopeful,andyouhavenotsentyouraudiencerunning.Youaremovingthemtowardasolution.
Solution
And so, as we look to the budget priorities being discussed by our policymakers, each of us must make sure our leaders put
these services at the top of their list. (Follow with specifcs relevant to your agency and mission . . . )
Itisnoteasytoreframethewaywecommunicate.ButtheTwoPennyProjecthastoolsandadviceavailableto
helpyouandtomoveyourmissionforward.
TIPs foR WoRKInG WITH THe MeDIa

Usingthemediaisoneoftheeasiestwaysyoucanbroadcastyourpositivemessagesaboutthevaluableworkyoudo.Knowingthe
basictoolsisimportant.Toooften,coverageabouthumanservicesandgovernmentfocusesonsingulareventsand“whatwent
wrong”inagivensituation.Understandingthebroad,system-widebeneftsofferedbythehumanservicenetworkneedtobeinthe
publiceye.Thereneedstobegreaterfocusonthepositiveroleofhumanservicesandthepositiverolegovernmentplaysinourlives.
Itisincumbentuponustobeproactiveinsharingourstoriesandoursuccesseswiththemedia.
• “Shape”thestoriesandthedebatesurroundingourwork.Wehavetoreinforcethepositiveframesaboutourwork–howourwork
beneftstheentirecommunity,etc.–andwemustavoidnegativeframessuchas:weneedtobeara“taxburden”sothatgovernment
can“takecareofus.”Themoreproactiveweareinthemedia,themorepositivetheviewofourworkwillbeintheeyesofthe
public,andthepolicymakersthatwieldgreatimpactoverourresources.
• Proactivelyusethelocalmediaasatooltoeducatemembersofthecommunityastowhatyourorganizationdoesandwhyitis
anecessarypartofthecommunity,aswellastoinfuencepolicymakersonthelocalandstateleveltosupporttheworkofyour
organization.

PROACTI VELY USE THE LOCAL MEDI A AS A TOOL
TO EDUCATE MEMBERS OF THE COMMUNI TY AS
TO WHAT YOUR ORGANI ZATI ON DOES.
• Reachouttothekeypeopleatthenewspaperandintroduceyourselfandyourorganizationtothem.NewsDeskandEditorial
Pageeditorsarekeycontacts.Dothesamewriterstendtocoverstoriesofimportancetoyouandyourorganization?Thenthoseare
keycontactsaswell.E-mail,phone,snailmail,andfax–fgureoutwhatmethodsworkbestforeachcontact.Andalwaysbesureto
followup.Callacontacttoletthemknowyou’llbee-mailingorfaxingthemsomething,thenofferafollow-upcallafterithasgone
throughtomakesureithasbeenreceived.Providethesemediacontactswithinformationaboutyourorganizationandletthem
knowthatyouarehappytospeakwiththeminthefutureonstoriesrelatedtotheworkthatyoudo.Bevisible!
•Afteryou’vemadeyourintroductions,youshouldbecomfortableengagingtheminanyofseveralways–ofcourse,theTwoPenny
Projectisalwayshappytobeofassistanceasyoucraftyourmediastrategyorindividualmediaoutreacheffort.
• Press Releases–Whenyourorganizationdoessomethingofnote,orwantstoofferapubliccommentonacurrentevent,sending
aconcise,informativereleaseisthemostcommonmethodofengagingthemedia.Makesureyouclearlyillustratethesignifcance
ofwhateveritisyourreleasediscusses,andbesuretofollowupwithmembersofthemedia,toansweranyquestionstheymayhave
andclarifyanythingthatmightbeconfusingtosomebodywithoutyourtechnicalknowledge.
• Letters to the Editor–Whenanewspaperwritesastoryaboutanissueoreventrelatingtotheworkofyourorganization,youcan
respondtothestorywithalettertotheeditor.Didthepaperoverlookanimportantpoint?Didtheynotframetheworkdoneby
yourorganizationintheappropriatelight(asa“fscalburden”ratherthan“vitalservice”forthecommunity)?Also,havedifferent
stakeholderswritelettersfromorganizationstaffersanddirectcareworkers,toclientsandfamilymembers.Thegreaterthevariety
ofperspectivesoffered,themorelikelysomethingwillgetprinted.
• Op/Ed Pieces–Thesearemoresizeablethanletterstotheeditor,andtheyaremeanttoframeordrivethedebateonanissue
ratherthanjustrespondtoexistingcommentary.Editorialpageeditorsrationthisspacecarefully,sopickyourmoments.Oneor
twoop/edsperyearareareasonabletarget.Whenyoudecideyouwanttosubmitanop/ed,contacttheeditorialpageeditorand
pitchthemtheideaandexplainwhythethoughtsyouarepresentinginyourop/edpieceareimportantforpublicdialogue.With
enoughadvancenotice,editorswillusuallybewillingtoworkwithyou.Itisalsoeffectivetopartnerupwithaco-writerwhen
draftinganop/ed.Chooseawritingpartnerwhothepublicwouldn’tnormallyviewasanaturalally.Forinstance,ifyourop/edis
aboutwhyfundingsocialservicesishelpfulforallmembersofthecommunity,fndabusinessownerwhosharesyourviewsonthe
matter.
• Editorial Board Meetings–An“edboard”isameetingofyourorganizationwithkeypeopleatthenewspaperforadiscussionof
atopic.Youhavetheopportunitytohaveamorefree-fowingdiscussionofissueswithwritersandeditorialwriters.Thesearealso
infrequent,sopickyourmoments–forinstance,schedulinganeditorialboardintheweeksbeforethebeginningoftheannualstate
budgetprocesstoletthelocalmediaknowwhatyouwillbelookingforinthebudget,andwhyitisimportanttoyouisaneffective
andwell-timedwaytoprimethemediatobeattentivetoyourorganization’sneedsandgoals.
• Beyond Print Media-Inadditiontoprintmedia,you
candisseminateyourinformationviatelevision,radio,and
internet.Whileyourstorymightnotbesomethingthat
thelocalnightlynewsmightcover,manymunicipalities
haveapublicaccesstelevisionstationwithlocalaffairs
programming.Contactthehostsoftheseprograms,
introduceyourself,andsuggestthatyou’dliketobeaguest
inthefuturetoexplaintheworkyourorganizationdoesand
howitbeneftsthecommunity.Similarly,arethereradio
showsorinternetsites(suchaslocalblogs)thatdiscussissues
relevanttotheworkthatyoudo?Makeyourintroductions
andusetheseconduitsforyourmessageaswell.Again,we
atTwoPennyarealwayshappytoassistyourorganizationin
planningandpreparingmediaoutreachefforts.
And, be sure to use your website as a prime place to “tell your story.” Consider making it a resource for local news outlets.
Withanymediaeffort,alwaysbemindfuloftwoquestions:whoisyouraudience,andwhatisyourpurpose?Isyouraudience
statelegislatorsandyourpurposetorallysupportforfundsinthestatebudget?Orisyouraudiencemembersofthecommunity
andyourpurposeistoinformthemaboutanewprogramofferedbyyourorganization?
Youknowhowcriticallyimportanttheworkdonebyyourorganizationis.Ifyoueffectivelyusethemediaastoolstoshareyour
message,policymakersandthecommunityatlargewillshareyoursupportfortheimportanteffortsofyourorganization.
MoRe CoRe ValUes anD I Deas
The values and ideas listed below come from various sources and can be used to help you create values-based
communications about our sector. Remember STEP 4 in the “Short Course in Reframing?” We listed values that the
public can identify with; they evoke the “I believe in this” response.
(Overcoming Polarization: The New Social Morality by Daniel Yankelovich-January 2006)
Inouranalysisofpublicattitudes,wehaveidentifedelevencorevaluesthatareconsistentlyembracedbymostAmericans.Theycan
besummarizedasfollows:
•Patriotism •Self-confdence •Individualism
•Beliefinhardworkandproductivity •Child-centeredness •Communityandcharity
•Pragmatismandcompromise •Acceptanceofdiversity •Hungerforcommonground
(Remember,someofthesewidelyheld“values”workforusandsomearebarriers;navigatingthiscomplexityisoneofourchallenges)
(The Public Agenda-Jean Johnson)
•Hungerforexplanation…peopleareconfused •Hungerforcandor
•Desireforhonorableness,fairness,civility,respectfulness •Hungerforamessageforourcommongood
Nonprofts embody the best spirit and values of our nation. They help millions of individuals and families daily. They protect, feed,
heal, shelter, educate, and nurture our bodies and spirits. Nonprofts also give shape to our boldest dreams, highest ideals, and
noblest causes. They turn our beliefs into action – as promoters of democracy, champions of the common good, incubators of innovation,
laboratories of leadership/responders in times of trouble, stimulators of the economy, and weavers of community fabric.
•Providingcitizensameansforcivicengagementsopeopleknowmoreabouttheircommunitiesastheyvolunteertochampionthe
commongoodandservetheirfellowcitizens.
•Servingaslaboratoriesforindividualstodeveloptheirleadershipskills.
•Incubatinginnovationsthatservethecommunity,fromsocialservicesandchilddevelopmenttomedicalcuresandscientifc
advancements.
•Providingservicestothosewhoneedthem.
•Stimulatingtheeconomy--becausenonproftsaccountforalmost9%ofournation’spaidworkforce(whichsizeisalmostdoubled
whenconsideringvolunteers’time),sothinkoftheoveralleconomicimpactintermsofcomputers,ink,pens,paper,buildings,
vehiclesandsomuchmore.
•Addingvaluetothebroadercommunity.
•Providingaspaceforindividualstoweaveinvisiblenetworksofconnections
thatbuildandstrengthenthesocialcapitaloftheircommunity.
•Providingthevehiclesforindividualstobuildtheirownsenseofcommunityasthey
increasevolunteers’awarenessofimportantsocietalissuesandmakevolunteersmore
informedcitizens.
a lI sT of ResoURCes THaT WI ll HelP
bUI lD YoUR PResenTaTI ons

A good quote can quickly engage your audience. These are also frames that can tip your listener, reader or viewer into
wanting to learn more. Remember, people want to be hopeful and believe there are solutions to social problems.
Please add your own and share them with the Two Penny Project as well!
•Humanserviceprogramstouchcountlesslivesandservethecommongoodbycaringforsociety’smost
vulnerablemembers.
•“Ournationalqualityoflife,nowandforthefuture,dependsuponourcitizensworkingforthepublicgood.”
(MichaelLipskyofDemos)
•Thousandsofpeopleareabletogotoworkeverydaybecauseofthesupportofferedbyhumanservices
programsandtheircommunity-basedprograms.
•Peoplewhowereoncesecludedinrestrictedinstitutionalsettings(becauseofourfearsaboutdifference)
arenowlivingandworkingintheirowncommunitieswiththesupportsmadepossiblebythecitizensofthe
Commonwealth.
“GOVERNMENT IS THE NAME WE GIVE TO THE THINGS WE
CHOOSE TO DO TOGETHER.” – CONGRESSMAN BARNEY
FRANK

•Ratherthantalkaboutunderfunding,consider:“Carefuleconomicplanningisneededtoinsurewecan
meetsociety’sgoals.Therealquestioniswhatkindofsociety/communitydowewanttohaveandwhat
investmentsbyusallarenecessarytoachievethatvision.”
•“Throughoutourcommunity,privateagenciesworkwithourpublicstructurestomeettheneedsofthe
mentallyill,empowerthosewithdisabilities,careforchildrenandsupportfamilies.Thispartnershipbetween
ourgovernmentandourdedicatednon-proftorganizationshelpstokeepourcommunityandourstate
thrivingandworkingtogether.”(Demos)
•“Governmentisthenamewegivetothethingswechoosetodotogether.”(Massachusetts’Congressman
BarneyFrank)
Thankyouforyourinterestinthisvitalsubject.TwoPennyadvisorsarereadytoworkwithyou.Helpusbuildthecapacityofthe
humanservicessectortotellthepublicaboutourvaluablework.Thepeopleinyourcommunityshouldbeasproudasyouare
ofthisgreathumaninvestmentinourcitiesandtowns.Onceagain-calltheProviders’Councilat617.428.3637andaskforthe
DirectorofOperationsorCommunicationsManager.YoucanalsocalltheCommunicationsDirectorattheMassachusettsBudget
andPolicyCenterat617.426.1228forconsultationortechnicalassistance.
aPPenDI X: faCTs anD fI GURes aboUT THe
HUMan seRVI Ce seCToR
The information that follows may be useful to you as you prepare to reach out to your communities to describe your work.
•TheStateLegislatureappropriatesover$2.9billionthroughtheExecutiveOffceofHealthandHumanServicestoprovide
essentialcommunity-basedhumanserviceswithcontractproviders.(FY2007)
•TheseservicesaremandatedbytheLegislaturetoserveoneintenofthestate’sresidents–ourmostvulnerable.
•Thiscontractsystemisgovernedandauditedbyacomprehensivearrayoffederalandstatecontractingandqualityassurance
mechanisms.
•Thesecontractscarefullydetailallexpendituresandstaffngrequirements.Therearevirtuallyno“variable”expenses.Theriseof
“fxed”expensesinthemarketgounrecognizedbythestate’spurchasingsystem.
•Thereareapproximately1,100contractprovidersandtheyoperatefromover5,500sitesacrosstheCommonwealth.
•Servicesprovidedinclude:Community-basedresidentialandvocationalprogramsforpeoplewithmentalandphysicaldisabilities,
protectionforwomenandchildrenatriskofabuse;safehousesforbatteredwomen,mentalhealthclinics,veteransprograms,elder
services,programsfortroubledadolescents,daycare,fostercare,adoption,substanceabuseclinics,vocationalrehabilitation,health
carecenters,supportsforthehomeless,familyplanning,AIDSsupportservices,independentlivingcenters,teenpregnancyandmore.
aPPenDIX: faCTs anD fIGURes aboUT THe
HUMan seRVICe WoRKfoRCe anD ITs
eConoMIC IMPaCT

The information that follows is taken from: “Help Wanted: The Future of the Human Services Workforce in
Massachusetts,” a report commissioned by the Massachusetts Council of Human Service Providers, Inc., April 2006
and completed by the Donahue Institute of UMASS.
In2003,thehumanservicesworkforceexceeded100,000employeesinMassachusetts,representing3.3percentofthestate’stotal
workforce(nearly3millionworkers)and3.4percentofall2.9millionhumanservicesworkersnationwide.TheMassachusetts
humanservicesworkforcewasapproximatelythreetimesthesizeofthebiotechindustryin2001,whenitemployedanestimated
30,000persons,andisofcomparablesizetotheCommonwealth’stelecommunicationsindustryestimatedworkforcein2004.
The Massachusetts human services sector is not just a social necessity – itisasignifcanteconomiccontributor.According
totheDepartmentofCommerce’sEconomicCensus,in2002,theMassachusettshumanservicesindustrygenerated$4.6billion
inrevenueandin2003,industrypayrollaloneexceeded$2billion.Consideringthatthestateprovided$2.6billioninstatefunds
tohumanservicesprovidersinFY06,itisclearthattheindustryprovidessubstantialeconomicaswellassocialreturnstoboththe
peopleandtheeconomyofMassachusetts.
General Massachusetts population fndings
•Massachusettsistheonlystatetohavelostpopulationbetween2003and2004.
•TheMassachusettsbirthratehasbeenfatinrecentyears,resultinginanincreasingmedianageofthepopulation.
•Over213,000moredomesticresidentsmovedoutofMassachusettsthanmovedintothestatebetween1990and2002.Between
2002and2004,theimbalancegrew.
•ThemostrecentjobvacancystudyofallindustriesacrosstheCommonwealthindicatesallemployershaveatleast70,000vacant
positionsand140,000peopleareunemployed.
Human services workforce profle
•Thestate’shumanservicesworkforcetotaled98,129in2003,whichiscomparableinsizetothe2004telecommunicationsindustry
andthreetimesthesizeofthe2001biotechnologysector.
•Themedianearningsamonghumanservicesworkersoverallisapproximately$9,000lessthaninhealthcareandotherindustries.
Amongdirectserviceproviders,thegapisevengreater—nearly$15,000lessthanthesameworkersinhealthcareandnearly$5,000
lessthantheircounterpartsinotherindustries.
•Nearly18percentofhumanservicesworkershad1999totalincomethatwasbelow150percentofthefederalpovertylevel;nearly
twiceasmanyhumanservicesworkersareinpovertyascomparedtohealthcareworkers.
•Morethan80percentofhumanservicesoccupationsareflledbywomen;fewerthanhalf(45.5percent)ofjobsinothersectorsare
flledbywomen.
•Nearly70percentofthehumanservicesworkforceprovidesdirectservices;30percentareinmanagementorsupportpositions.
•In2001,45percentofhumanservicesworkersdidnotreceivehealthinsurancefromtheiremployerorsomeothersource.
Economic impact
•In2002,thehumanservicesindustrygenerated$4.6billioninrevenueandthe2003payrollexceeded$2billion.Statecontracted
investmentin2005was$2.6billion.
•Thoughhumanservicesrepresented3.3percentofthestate’sworkforce,itrepresentedonly1.6percentofthetotalpayroll.Low
shareofstatepayrollisconsistentwithlowwagespaidtomanyintheindustry’sworkforce.
•In2003,ofthe$2billionearnedbythe98,129humanservicesworkers,nearly$1.4billionwasincomespentonbasicliving
expenses,goodsandservicesinMassachusetts.
•The$1.4billioninlocalspendinggeneratedanestimated$620millioninadditionalstateeconomicactivity.
•Humanservicesworkers’spendingsupportedanadditional33,918jobsacrossMassachusettsin2003.
•Humanservicesworkers’wagesgeneratedmorethan$112millioninstateandlocalrevenuesin2003.
Forecast of need
•TheCensusBureauestimatesthatthenumberofMassachusettsresidentsoftraditionalworkingage(20to65yearsold)willgrow
muchmoreslowlythantheyoungerandelderlypopulationsoverthenext25years.
•Atpresentpace,dependentpopulationswillgrow24.3percentoverthenext25yearswhiletheworking-agepopulationwillshrink
by3.3percent.
•Humanservicesemploymentisprojectedtogrow37.5percentnationallyoverthenextdecade,indicatinganestimatedneedfor
35,000additionalhumanservicesjobsinMassachusettsby2014.OverallemploymentgrowthinMassachusettsispredictedtogrow
atjustunder1percentannuallythrough2009.
•Homehealthaidesandpersonal/homecareaidesarepredictedtobeamongtheoccupationswiththelargestjobgrowthoverthe
nextdecade;theseworkersareimperativetothehumanservicesindustryandarealsoindemandbyhealthcareandotherindustries,
whichwillcompetefortheavailablelaborforce.
Thefndingsofthisreportstronglysuggestthat,withoutsignifcantpublicpolicyattention,Massachusettshumanservices
employeescanexpectchallengestoworsenintheyearsahead.Employerscanexpecttofnditincreasinglydiffculttofndworkers
willingtoprovideessentialservicestovulnerablepopulationsinahighlydemandingworkenvironmentforrelativelylowwages.
Theycanalsoexpectincreasingcompetitionforbothskilledandunskilledworkersfromhealthcareandotherservicesectorsthat
arealsoexpectedtogrow,butwhichpresentlyprovideemployeeswithcomparativelyhigherwages,trainingandsupport.
Developingpublicpoliciestoassisthumanservicesagenciesinovercomingthesechallengeswillnotbeeasy.Thereisno“silver
bullet”solutiontotheseproblems.Whatisclear,however,isthatmeetingthehumanservicesneedsoftheMassachusetts
populationwillrequireworkers,employersandpublicandprivatefunderstoworktogethertofndwaystoobtainandeffectively
utilizetheresourcesthatwillberequiredtorecruit,retainandsustaintheMassachusettshumanservicesworkforceofthefuture.As
thisreportdemonstrates,theconsequencesoffailingtomeetthesechallengesaresignifcant,bothsociallyandeconomically.These
issuesrequiretheseriousattentionofstateleadersandpolicymakers.Ourmostvulnerableneighborsandasignifcantandgrowing
employerinMassachusettsdeservenothingless.
From: Help Wanted 1: The Future of the Human Services Workforce in Massachusetts
Copyright © 2008 by
Massachusetts Council of Human Service Providers, Inc.,
All Rights Reserved
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