1. The Nine Network and
Community Impact
April 2014

2. What is Community Impact?
Through our Community
Impact approach, we focus on
the unique needs of and issues
in our region.
Our approach has been
informed by the concept
of Collective Impact.
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3. What is Community Impact?
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The core of this service strategy calls
for:
Working with local partners to
identify challenges faced by the
community,
Aligning local productions… to
help viewers connect with
local partners working to
address these issues,
And documenting results.

4. Our Definitions
Community Impact
Our approach/model
A structured, collaborative effort by a
committed group of partners around a common
goal, sustained over time with dedicated
resources, that creates positive change within a
community/communities.
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5. Our Definitions
Actions
What you do
The activities/tactics that are part of a
community impact initiative. At Nine, we tell
compelling stories that touch people’s hearts
and minds to help us achieve the shared
outcomes
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6. Our Definitions
Impact (Results)
What you achieve
Positive changes in awareness, attitudes, and
actions that are intentionally measured and
result from our efforts, moving us closer to our
ultimate goal/objective.
These changes can be short-term, mid-term,
and/or long-term.
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7. So… for Nine, What is Impact?
Positive changes
in our community
that result from
our collective efforts.
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8. How Do We Achieve Community Impact?
– Attract, convene, and align partners and their resources
around key issues,
– Establish consensus around the critical outcomes needed
to make an impact in the community,
– Tell the stories of the issue to help everyone work toward
those outcomes,
– Finally, we measure and evaluate the impact of our work,
to help direct our work toward our ultimate objective.
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9. What is Community Impact?
Four critical questions:
1. What outcomes are we trying to accomplish/
achieve? Are they consistent with our shared
values?
2. Does this issue impact the entire community?
3. How can we work together to create and affect
that change in the community?
4. Is this effort scalable, sustainable, and
measureable?
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10. COMMUNITY IMPACT EVOLUTION
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11. Community Impact Evolution
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Water Matters
2014 -

12. 12
Organized spaces for interaction Safe havens for decision makers
Conscious community discussion Strong, diverse leadership at all levels of
the community
Catalytic organizations that help
engage people in public life
Community norms for public life
Informal networks and links that
connect individuals, groups,
organizations
An Abundance of social gatherings
A shared purpose for the community
© 2007 The Harwood Institute For Public Innovation
Community Engagement Initiative
Public Capital Factors For Civic Health

13. Community Engagement Initiative
What are the concerns, challenges and
issues people talk about, how do they
define those concerns—what webs
emerge; what tensions are people
struggling with and why?

14. Community Engagement Initiative
What aspirations do people hold for their
community, their futures and those of others?

15. It’s the Stories We Tell Ourselves.....
• The desire for a new narrative—one that
offers a roadmap to where we want to go as a
community.
• Envisioning what kind of community we all
want to live in—vocalizing and making explicit
the community’s aspirations.
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16. COMMUNITY IMPACT CONSIDERATIONS
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17. Considerations
• Staffing
• Culture Shift
• Financial
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18. Funding Considerations
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Trends
• Increased total number of
funders
• Increased new funders
• Increased multi-year
commitments
• Increased funding
categories

19. COMMUNITY IMPACT
MODELS AND MEASUREMENT
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20. COMMUNITY IMPACT CONTINUUM
Awareness
Understanding
Action
System Change
Community Impact Model
1-2
Informal
Partnerships 2-4
Situational
Partnerships 4-6
Structured/Ongoing
Partnerships
TIME
Broadcast Exposure1
Public Media-Driven Awareness2
Public Media-Driven Understanding3
Public Media-Driven Involvement4
Collective Outcomes5
Collective Impact6
REQUIREDRESOURCESOVERTIME

21. COMMUNITY IMPACT CONTINUUM
Roadmap For Community Impact
Community Impact Model — Copyright January 2013, Nine Network of Public Media, St. Louis, MO
Convene
Partners
Articulate
Shared
Vision
Determine
Shared
Objectives
& Outcomes
Identify
Stories
Capture
Compelling
Stories
Increased
Awareness
Increased
Understanding
Individual and
Community
Action
Collective
Impact
Nine Network
facilitates at scale a community
conversation that creates impact
Building Public Will

22. Measures of Impact
• Have we reached/connected with members of our
community?
• Have we educated and informed them on this
topic/issue?
• Have we caused/encouraged them to act?
• What things have changed as a result?
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23. Specific Measures of Impact
• Increase in awareness of the importance of caring,
consistent adults in a youth’s life
• Increase in understanding of the importance of
caring, consistent adults in a youth’s life
• Increase in community involvement
– Number of individuals that signed up to volunteer
– Number of individuals that identify that they are champions
– Number of individuals identified by others as champions
– Number of hours volunteered
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24. Measurement Support
• Surveys
– Quarterly member/e-mail opt-in
– Content specific
– Event specific
• Observation
– Web tracking
– Social media counts
• Social Media Analysis
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25. Our results included:
• Increased awareness and
understanding of the impact
of the crisis on all
community members, who
then shared info/resources.
• A 400% increase in calls to
United Way’s 2-1-1 line.
• Homeowners connected to
trusted help.
Facing the Mortgage Crisis
Approach
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Actions Results
Nine convened more than
25 community partners
that collaborated to:
1) Help raise awareness of
the impact of mortgage
crisis
2) Connect individuals to
trusted resources
Our work included:
• Working with the
partners to focus on the
two outcomes.
• Aligning our assets
on-air, online, and in the
community in
conjunction with our
partners to achieve
these two outcomes.

26. American Graduate
Approach
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Actions Results
Since 2011, Nine has led efforts
with partners around the goals of:
• Raising awareness of the
dropout issue and its impact
on the entire community;
• Creating lasting partnerships
and engaging stakeholders in
dialogue and collaborative
solutions;
• Building capacity of local
communities to support
at‐risk youth;
Our work to date includes:
• Collaborating with partners
nationally and locally to
focus on the goals/themes.
• Producing more than 1,700
hours of programming that
paints the story of the issue
and engages communities in
the discussion.
Our results to date include:
• 80 percent of survey
respondents believe public
media added value “by telling
the story in a way that enabled
more people to become
involved.”
• 66 percent of community
organizations reported public
media added value to their
efforts by creating materials that
could be used to combat the
dropout crisis and improve
graduation outcomes.

27. Water Matters STL
Approach
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Actions Results
Nine, The Nature
Conservancy, and a
network of partners are
working together to raise
awareness and
understanding of how the
health of our water is
connected to the health of
our region’s people, land,
and economies.
Our work to date includes:
• Stay Tuned dedicated to
water in advance of World
Water Day.
• Interstitials to educate
homeowners on what they
can do to help conserve and
protect our water resources.
• Community conversations
with homeowners to
understand their
aspirations.
Our results to date include:
• Ongoing – initiative
launched in March 2014.

28. Amy Shaw
ashaw@ketc.org
April 2014