Rich & Rachel Pulvino
What’s a cause you’re passionate about and why?
Opportunities for helping students and young professionals in our community. Be it through mentoring or working with organizations, we are inspired to help and support those who are perhaps looking for guidance and inspiration in their lives or careers.
What motivated you to donate to Causewave?
As communication and PR professionals, it felt like a natural fit. Additionally, the work and campaigns Causewave supports are near and dear to us from personal life experiences.
What excites you most about the future of Greater Rochester?
The growth and increased pride you see in people when it comes to being from Greater Rochester and helping to build a better future for the community.
Why do you think Causewave’s work is important?
Causewave is an ideal example of what it means to work collaboratively and to execute collective impact best practices to address community issues. Take the Drive2B Better campaign—to see multiple organizations coming together to address a public safety issue and for Causewave to play the role of convener was a perfect case study of what can be accomplished through collaboration.
What does “a catalyst for meaningful change” mean to you?
It means being optimistic, realistic, and authentic about what meaningful change will result in and how one can contribute. It doesn’t mean being the leader, but rather taking a collaborative approach and being enthusiastic about the opportunities change will bring.
What’s your favorite thing about Rochester?
Our community’s resiliency and ingenuity. Greater Rochester is a wonderful place that has a rich history. We are an ever-evolving community filled with inspiring people leading these changes, and it’s wonderful to see and read about every day.
Favorite activity: exploring our community. Be it something more historic like hiking Mt. Hope Cemetery or walking the Susan B. Anthony Neighborhood, annual events like our many festivals, or visiting new businesses—we love taking it all in. We also love visiting local breweries, restaurants and wineries. We live in one of the best cities for food and drink in the country!
Meeting our community’s challenges requires compassion and courage. Persistence and optimism. Creativity and grit. Won’t you join us?
Shaun Nelms, Ed.D.
What’s a cause you’re passionate about and why?
I’m drawn to causes that help empower people, in particular organizations like the Center for Youth. I’ve seen firsthand their involvement with a number of students at East, and I am a proud supporter of their commitment to our community and to see students exceed in life.
How (or why) did you first get involved with Causewave?
After learning about the work Causewave did with the Student Attendance Initiative, it became apparent this was an organization I needed to be a part of. There are so many organizations working to address diverse issue in our community and Causewave is at the epicenter of it, bring a voice to those diverse causes.
What excites you most about the future of Greater Rochester?
Rochester is becoming more focused on issues that create barriers for others, more and more organizations are coordinating their effort on poverty and racism. As a community we are becoming more open and honest about what’s going on and the more we can coordinate our efforts the better off we will be.
Why do you think Causewave’s work is important?
At the Annual Celebration, I experienced the depth of impact Causewave has—they honored several organizations who work to change our community. Causewave’s support reaches countless community members and organizations. There was a moment of pride as a board member, as a donor and as a citizen of Monroe County.
What does “a catalyst for meaningful change” mean to you?
To ensure equity, one must be willing to give something up. For the most, it’s a place of comfort. The issues Causewave works on are uncomfortable but they are necessary and bring voice to causes that need to be spoken about. They break the silent truth of equity.
Favorite thing about Rochester?
My favorite activity is exploring the Rochester food scene. I love checking out new places, trying their incredible meals, and meeting the chefs and other people at the restaurant. I look forward to when the food scene is more reflective of the Rochester population and when restaurants transcend race, class and culture.
Meeting our community’s challenges requires compassion and courage. Persistence and optimism. Creativity and grit. Won’t you join us?
Bob Johnson
What’s a cause you’re passionate about and why?
My passion is the fight against Alzheimer’s. The reason I’m so passionate is because my wife, Debbie was diagnosed at the age of 50 and she suffered for 9 years before succumbing to the disease earlier this year.
How did you first get involved with Causewave?
I first became involved with Causewave when the Alzheimer's Association asked Debbie and me to be in a video that the (then) Ad Council was helping with, Katelin and a videographer came to our house and interviewed us. I was motivated to be a donor because I started seeing the great things Causewave was doing throughout the community.
Watch Bob Johnson’s Reason for Hope video here.
What excites you most about the future of Greater Rochester?
The continued growth of new technology and the emergence of new companies bringing new jobs, and are utilizing students from area schools and universities.
Why do you think Causewave’s work is important?
Causewave’s work is important because that they help nonprofits and charitable organizations which in turn helps so many people in need.
On a personal note, one year I was featured in a video played at the Annual Celebration. In the video, I discussed being a Caregiver to Deb and how I deal with Alzheimer’s. After the breakfast, Doug Emblidge introduced himself and asked if I’d like to be featured on his new show – Someone You Should Know – I was the first one! Being on his show and all these other efforts really help me raise awareness about Alzheimer’s.
What does “a catalyst for meaningful change” mean to you?
The ability to spread the word about different organizations that are trying to help people and make a change in their lives.
Favorite thing about Rochester?
“The people.” The way people of Rochester come together to take care of each other in need.
I have a couple of favorite activities – one is volunteering for the Alzheimer's Association and continuing with my ballroom dance lessons at Arthur Murray Dance Studio. (Bob’s being modest – he competes once a year in their Spring Showcase and has traveled with the studio for regional competitions; AND he dances 4 or 5 days a week for group and individual lessons.)
Meeting our community’s challenges requires compassion and courage. Persistence and optimism. Creativity and grit. Won’t you join us?
Genesee Orleans Ministry of Concern
Determination, Endurance, Evolution
The Partners
Thanks to grant funding from the Ralph C. Wilson, Jr. Foundation, Causewave was able to offer capacity building grants to nonprofits in Monroe, Genesee and Orleans counties over the past two years to help offset the cost of services and support nonprofits in those regions.
In Genesee and Orleans counties we have partnered with a range of organizations including GO ART!, the Byron Bergon Community Center, the YWCA of Genesee County, the Genesee County Office of the Aging, Hospice of Orleans, and the Genesee Orleans Ministry of Concern.
One of these nonprofits — the Ministry of Concern — is an organization that began in the 1950’s to support the many migrant workers who resettled in Genesee and Orleans counties, facing job and housing discrimination and economic hardship.
The Need
The Ministry of Concern’s mission is to help families living in poverty (primarily the working poor) avoid crisis and overcome difficult circumstances. This is done through three main programs – supportive services to help with a financial gap or emergency; a furniture program; and a team-building, youth development model involving volunteers and parents.
The Ministry’s ultimate goal is to reduce community members’ dependency on public welfare and short-term emergency services. With a limited number of staff and board resources, this small but mighty organization was looking for support to raise the profile of the organization with donors and reconnect with historical donors across Western NY.
Our Approach
Before launching a fundraising communications plan, we spent time learning about the challenges and community resources in Orleans County. In partnership with the Executive Director, Causewave developed short- and long-term goals to: develop a fundraising plan to raise private funds, develop institutional capacity among board and staff to successfully implement fundraising activities, and answer the question: what is the Ministry of Concern uniquely qualified to do?
As part of the plan, we prioritized the target audiences for this effort (current donors, prospect donors who have a connection to the cause, and local foundations) and came up with three key messages to leverage the Ministry of Concern’s story of resiliency and determination, endurance, and evolution.
What’s Next?
Today, the Ministry of Concern is moving forward with fundraising strategies and tactics that help tell their story to new and current donors. Last year they hosted a 50th anniversary celebration – a successful event which raised awareness in the community about the legacy of their founders and the work that continues today. This spring, they planned their first-ever gala, “Legends and Laughter,” which included live entertainment, dinner, an auction, door prizes and raffle— plus 220 people in attendance!
UPDATE (September 2019):
Thanks to the generous support from the Ralph C. Wilson, Jr. Foundation, we are pleased to announce that grant funding is available to offset the cost of Causewave programs. We are able to offer capacity building grants to nonprofits in Monroe, Genesee and Orleans counties to help address a variety of issues and projects. For more information and to find out if you are eligible, click here.
By learning from and working alongside rural county organizations like the Ministry of Concern, Causewave has seen firsthand the critical nature of collaboration and partnership. We look forward to continuing our community coalition and capacity-building work in this region in order to help meet organizational needs, ultimately aiming to have a greater impact in the communities we live and work in.
Spotlight: Nan Burgess-Whitman
Volunteer Spotlight with Nan Burgess-Whitman
Qualitative Research Consultant
Can you talk a little about the work you do?
I am a Qualitative Research Consultant. That means, I analyze consumer behaviors like motivations and emotions behind buying or using services. I try to understand what target audiences need and what ads resonate with them. I’ve worked for companies all over the nation and even across the global in sectors like technology, education and health care. As you can imagine there are a lot of places that need market research.
How’d you get into market research?
That’s a good question. I never thought I would end up in market research, for a while I didn’t even know what it was. I used to work in Student Affairs at RIT and I spent a lot of time conducting group meetings with different departments and students. That’s when a friend of mine, who worked in market research, said she thought I would be a great group facilitator. It was at that point that I made the leap into market research. Since then it just snowballed, the more I learn, the more I love the field. It’s a dynamic and ever-changing environment where you get to work with a lot of different people. And funny enough, it was something I never planned to do, I fell into it.
How did you first hear about Causewave and what motivated you to get first get involved?
I was doing work in the Village Gate when I remember noticing the name change from the Ad Council of Rochester to Causewave Community Partners. I was familiar with the Ad Council but it was at that point I became more curious about Causewave. The biggest eye-opener was actually going to the Annual Celebration Breakfast, I was able to get an in-depth view of what goes on every day at Causewave. I was inspired being in a room filled with passionate and energetic nonprofits, and hearing about results from various projects Causewave worked on. I knew I wanted to be a part of it in some way whether it was a pro-bono project or volunteering at an event— I just wanted to be a part of this organization.
You’ve done a ton to support Causewave’s work recently, what volunteer role sticks out the most to you?
Recently, I’ve been hearing a lot about the Stay True 2 U campaign. People are telling me young women on local college campuses recognize and talk about this campaign, even though it has only been in the community for less than 9 months. That just solidified how much I enjoyed beginning part of the process. A lot of times, as a market researcher you don’t know what the client chooses to do with the results but with this role I was able to advise, coach and see the outcome on the other side. I loved being a part of it from start to finish!
Why do you think capacity building is important?
I feel like I am an educator at heart, I am interested and invested in seeing organizations grow beyond what they are. The world is changing so quickly and technology is hitting us in so many different ways that organizations have to look at what else they can do or how they can do it better. I love helping organizations do that. I love being able to say let me guide you through this, or let me build your capacity in market research and show you how it can continually make your organization vibrant.
Everyone has different ideas about how to make a difference in the community. What’s your philosophy?
To me education and awareness is probably number one, a thriving community is one that uses shared resources and knowledge. I recently worked with the Fast Forward Film Festival, it’s an environmental film festival in Rochester. This initiative allowed people in the arts to submit a film on environmental sustainability and shared it with the Rochester community. New initiatives like this, have the ability to educate community members and see it ripple through the community. I encourage everyone to get out and learn about something new in the community, even if it’s outside your comfort zone.
Do you have any thoughts or advice for other people who volunteer with us or in the community?
My belief is the more you give, the more you get back from the community. I encourage people to get out, volunteer for something you know nothing about and see how it opens up your world. Once you realize you like something new or that you can shed light on a new subject for someone else, it’s contagious. I believe we all have something we can give back to the community. A great place to get started is right here at Causewave, there are so many volunteer opportunities. I mean when I was going through the list, I checked all the boxes!
What might be something readers are surprised about to know about you?
I am an artist. I have always enjoyed art, it goes back in our family for decades. I’ve found it to be a great way to relieve stress, to develop my own creativity and to be inspired daily.
How do you drink your coffee?
With one Sweet’N Low.
Any final thoughts you would like to share?
Only to say thank you, to you guys! The work you do so important and so impactful. I’m just proud to be a Causewave volunteer. I am always willing to help because I feel so much of your mission from each and every one of the Causewave staff.
Stay True to You
“The Center for Disease Control has identified teen pregnancy prevention as a Winnable Battle. With additional effort and support for evidence-based, cost-effective strategies that we can implement now, we will have a significant impact on our nation’s health.” (Source: CDC.org)
The number of babies born to teen mothers in Rochester has declined 2008. Despite this progress, Rochester still has one of the highest rates of unintended pregnancy in New York State, and our community’s averages are still above national numbers.
Over the past year, Causewave helped to convene a powerhouse of local experts to create the Stay True to You campaign. The initiative is focused on reducing the number of unintended pregnancies in young women by improving access to and awareness of all available contraception methods. The Steering Committee determined that the key message should aim at educating young women so that they can make informed reproductive choices without judgment.
JAY, a local advertising and marketing agency, created and donated an eye-catching messaging with media to intrigue young women to learn more about their birth control options. Additional key pro bone production partners include Entercom Rochester, Whitman Consulting, City Blue Imaging Services, Soucier Design, Initial Here Creative Services and Accountable Digital.
Our partners on the Stay True to You campaign include Action for a Better Community, Healthy Baby Network, Highland Family Planning, Hoekelman Center at URMC, IBERO American Action League, Jordan Health, Metro Council for Teen Potential, Monroe County Department of Public Health, Planned Parenthood of Central and Western New York, Rochester City School District and Rochester-Monroe Anti-Poverty Initiative.
Visit www.staytrue2u.org to learn more.
drive2Bbetter: Traffic Safety
Driver error remains the number one cause of crashes involving cars and bicyclists/pedestrians, despite the fact that drivers have the most power to prevent these accidents from happening in the first place.
The drive2Bbetter Campaign is has been brought to life through the work of community-wide stakeholders who strive to improve safety for all road users – including pedestrians and bicyclists.
The initial phase of the campaign focuses on three desired driver behaviors: slowing down, scanning for pedestrians and bicyclists, and leaving at least 3 feet of space when following, driving beside or passing a bicyclist on the road. By following these three simple driving habits we can begin to reduce the nearly 1.3 crashes that happen each day in Rochester.
Our partners on the drive2Bbetter campaign include AARP, Center for Disability Rights, City of Rochester, City of Rochester Police Department, Common Ground Health, Genesee Transportation Council, Injury Free Coalition for Kids of Rochester, Monroe County Department of Health, Monroe County Department of Public Safety, MVP Healthcare, Reconnect Rochester, Regional Transit Service (RTS), Rochester Cycling Alliance, School 19 – Rochester City School District, United Way of Greater Rochester.
Visit drive2Bbetter.com to learn more information.
Spotlight: Jared Longmore
Volunteer Spotlight with Jared Longmore
Director of Advancement for Athletics, University of Rochester
Can you talk a little bit about the work you do at University of Rochester?
My current position is Associate Director of Advancement for Athletics at the University of Rochester. Most of my work is cultivating donors who can reasonably give at the major gift level over a 5-year period. The majority of my job is to build long term relationships with donors. I like to say I am in the business of creating transformational relationships rather than transactional. My ultimate goal is to try and find a project that a donor is super passionate about and funnel them towards a positive relationship with the University.
How did you get involved in development work?
I think, like most people, I kind of stumbled into development. I was at Colorado State, finishing up my graduate degree in English. A friend of mine, who was working at Foodlink told me about an open grant-writing position. I naively thought that if I studied English, I would be able to write anything, including grants. I realized that wasn’t the case but instantly clicked with the nonprofit world. About 3 ½ years ago, the opportunity to work for the U of R came up and it was an opportunity that I couldn’t refuse. As a first-generation college student, it was really important for me to be on a campus so working for one was almost like a dream come true.
The U of R has a pretty amazing reputation in Rochester. What do you think is the secret for why it’s such a successful organization?
I guess there are two parts to that. I think the reason the U of R has such a successful reputation in the community is because of its motto, Meloria. Meloria is Latin for “ever better” and the U of R lives and breathes that every day. It’s unique to find an organization so committed to its brand but it’s true that we are always trying to do better than we did yesterday. Secondly, I think the ability to grow and specialize in one area of interest adds to why people love working there. Everyone at the U of R is an expert at what they do; you are able to immerse yourself in that field. I know that has been one of my favorite things about working at the U of R.
How did you first hear about Causewave and what motivated you to get involved with us?
When I was at Foodlink, part of my responsibilities included being on the direct mail team. It’s a pretty big program and Foodlink has been quite successful in that area but we had no perspective on it. We didn’t know how we compared to others in the field and hadn’t done a deep dive into our data. Another team member and I decided to come to Causewave for a Coffee and Consult. Ultimately the conclusion was that Foodlink was doing great, and we didn’t need additional support from Causewave. I remember thinking how this was a core part of what Causewave does, but yet they’re telling us not to take their services. This was a level of expertise and integrity that I had not seen before.
Everyone has different ideas about how to make a difference in the community. What’s your philosophy?
I think people have an obligation to pay it forward. Everyone has a different skill set, by recognizing that and owning it, people can find those opportunities that allow them to use their unique abilities. For me, I am comfortable with the fundraising side of things and that’s where I think I can volunteer my skills to have the biggest impact.
You’ve been involved in two really important fundraising plans with Causewave, what sticks out to you as the most rewarding?
Honestly, both projects I worked on were really rewarding for me. I had little to no knowledge of the true role the National Women’s Hall of Fame and the Gillam Grant Community Center played in their respective communities. And when you looked closer, each organization was filled with these talented and hardworking individuals, who for the most part, are volunteers. But what made these projects so exciting was the fact that they had so much untapped potential and were so willing to listen to what Causewave had to say. I think small nonprofits don’t always realize there are simple things they can do to make themselves more efficient. Seeing first-hand how our advice was really able to make a change is pretty rewarding.
Do you have any thoughts or advice for other people who volunteer with us or in the community?
Like I said before, people have an obligation to pay it forward. Everyone can find the time to give back in some way, maybe it’s monetarily. Personally, I strive to volunteer and donate. As a W.B. Potter Society Member, I feel as though both my donations and professional skills are being put to good use. Something that’s unique about volunteering with Causewave is that there is this multiplier effect around the work you do. By working with so many organizations, Causewave is helping all of them become better and in turn, that helps those organizations serve the community better. By volunteering in that way, Gilliam Grant is hopefully a little bit better, National Women’s Hall of Fame is hopefully a little bit better and the communities they serve are hopefully a little bit better. At Causewave, you are surrounded not only by passionate, hardworking staff members but you are exposed to numerous other passionate and hardworking organizations in the community striving to make it better.
What might be something readers are surprised to know about you?
I have an underground supper club! We usually do a multi-course meal that is inspired by a part of the world. Our next dinner is French inspired.
How do you drink your coffee?
Just black. I’m pretty simple.
If you could live anywhere on this planet, where would you choose to live?
I love Rochester- but I guess that’s a pretty boring answer. There are other places that are beautiful; like when I lived in Colorado or visited Portugal. But, all of my family is in New York, so it’d be tough to leave. Rochester all the way!
Any final thoughts you would like to share?
I think people should get involved. I think people should find things they’re passionate about and should do them. Reach out and be open to new opportunities. It’s really easy to say “no” to things, but people should just try saying “yes” more often; usually good things happen!
Spotlight: Gladys Pedraza-Burgos
Volunteer Spotlight Interview with Gladys Pedraza-Burgos
Chief Operating Officer, Ibero-American Action League Inc.
How do you drink your coffee?
I liked mine with flavored cream, something sweet like hazelnut.
Can you talk a little bit about the work you do at Ibero-American Action League? Why you got involved and how long have you been working there?
Well, I’ve been involved with Ibero my whole life; my Dad was a founding member so it’s always been a big part of my life. In high school, I worked part-time and volunteered whenever I could. Before I started my current position, I was on the Board for about 7 years. Currently, I am the Chief Operating Officer and have been for just over 5 years. I’ve done so much with Ibero, it's better to ask what I haven’t done!
We have heard so much about your commitment to Rochester, specifically with the Hispanic community and the resettlement of displaced Puerto Ricans from Hurricane Maria. What has motivated you to get so involved with the community?
I think it’s my upbringing. Both of my parents valued people who worked hard, and who were courageous. They've instilled their strong values in me, not only by teaching me but by their actions as well. I was able to see first-hand how hard my Dad worked at making Ibero a meaningful organization. His strong commitment and dedication really impacted my life. Plus, I have a really good reminder to "Be the Change" when I come into work and see the Ibero mural outside our offices. It forces me to ask myself every day: Am I doing enough to make a change? (Ibero mural pictured above!)
You’ve done a ton to support Causewave’s work, including being an influential member of both the Every Minute in School Matters and Unintended Pregnancy Reduction steering committees. But what volunteer role sticks out as most rewarding?
While I have really enjoyed my time working on the Unintended Pregnancy Reduction Campaign (and I am so excited to see our hard work pays off), I have to say the most rewarding role has been working with the Every Minute in School Matters campaign. As the first person in my family to graduate high school and college, I am a huge proponent of education. I believe that the right education will pull people from poverty and into prosperity. Therefore, I see, the issue of student absenteeism as a very critical issue. Parents simply weren’t aware of the effects of missing even two days of school. This campaign is focused on educating and encouraging parents to get their kids to school. Since the beginning of its launch, I have seen a real shift in attitude towards a child’s attendance and I am so happy to have been a part of that work.
Are you working on any projects right now that you are particularly excited about?
Wow, there is so many it’s hard to pick just one. However, I am really excited about working with The Children’s Agenda, a local nonprofit that advocate for kids. We have partnered with them to ensure Rochester City School District (RCSD) provides an equal education to all its students, no matter their background. In the upcoming school year, there will be 600 new kids and we are working with RCSD to help prepare the schools for the influx of these students. Ibero and The Children’s Agenda’s main role will be to advocate for these new children.
The project I am most proud of is, the resettlement of over 3,000 displaced Puerto Ricans. After Hurricane Maria, Ibero led local relief efforts, which meant coordinating with 25 other agencies. Many Puerto Ricans were coming over through November, December and January, and as you can imagine, there was quite an adjustment period (especially with the snow). Our job at Ibero was to help these people build a new reality and settle in. We provided everything from food, shelter and healthcare providers.
Do you have any thoughts or advice for other people who volunteer with us or in our community?
Rochester is a community that is not only culturally diverse but also has a variety of life stages. We have people who are retiring, people who are in the middle of their careers, and people who are just beginning their professional journey. Volunteering provides a different avenue for each of those populations and has so many benefits. It allows you to step out of your comfort zone both professionally and personally, it allows you to live out your values, and I believe it's the most rewarding job there is. Volunteering is a way to show you care about others; it’s a way to stay connected and show your gratitude for your ability to share your knowledge. It gives you the ability to know you have made a real difference in the community. Rochester might be cold, but our community knows how to keep everyone warm!
If you could sit on a bench in a beautiful woods, who would you like sitting next to you on the bench?
Well, I would want someone who’s talkative; I don’t just want someone who is just going to sit there and not say anything! I think I would like to have my Dad, he passed away recently and he loved nature so I would love to be able to sit next to my Dad and just talk for awhile.
What might readers be surprised to know about you?
Oh! That’s an easy one, I love Star Trek! I just love the creativity and the connections between our world and theirs. They struggle with similar social problems but learned how to embrace the diversity. My dream is that we have a world like that, a world where we celebrate and appreciate what makes us unique.
Any final thoughts you would like to share?
Live long and prosper!
A Winnable Public Health Battle
“The Center for Disease Control has identified teen pregnancy prevention as a Winnable Battle. With additional effort and support for evidence-based, cost-effective strategies that we can implement now, we will have a significant impact on our nation’s health.” (Source: CDC.org)
In 2016, the City of Rochester had a teen birth rate of 31 births per 1,000 women ages 15-19. This compares to rates of 16 in New York State and 24 nationwide. While these numbers have steadily declined over the past two decades, they are still much higher than in other developed countries (e.g. Canada=11 and the Netherlands=4). However, research shows that in Rochester, it's not just teens. In fact, the highest rate of unintended pregnancies of young women are between the ages of 20-24, followed by 25-29 year olds, then 15-19 year olds.
Over the past year, Causewave helped to convene a powerhouse of local experts to create a community-wide initiative. The catalyst for taking on this issue was twofold:
- Evidence shows that by improving access to more effective contraception like long-acting reversible contraceptives (LARC), unintended pregnancies will drop; and
- There was a mix of passionate individuals and organizations ready to take on this challenge in our community.
The initiative is focused on reducing the number of unintended pregnancies in young women from teens up to 29 year olds by improving access to and awareness of all available contraception methods. The Steering Committee determined that the key message should aim at educating young women so that they can make informed reproductive choices without judgment.
“Stay True to You echoes a great deal of what young women are hearing from mentors and other women they respect. It’s a great platform for those mentors and healthcare professionals to engage and inform young women even more about the true facts they likely don’t know about their birth control options, to make the discussion more publicly and culturally acceptable, and ultimately help reduce the number of unintended pregnancies in young women in the Rochester area. ”
JAY, a local advertising and marketing agency, has created an eye-catching messaging with media to intrigue young women to learn more about their birth control options. With help from Nan Burgess-Whitman, a volunteer market researcher, we were able to test two possible campaign messages and the corresponding creative. Nan, who has years of experience in the market research field suggested Causewave use both online and in person focus groups to test these concepts. This was decided partly on the age demographic we were trying to target and partly on the numerous benefits of using online focus groups, which includes reduced cost, more data and quicker results. Causewave had never used online focus groups prior but found them to be easy, fun and the results were really surprising!
Thanks to JAY, who is donating all of the creative development and media planning, Causewave and its many partners are now in the final stages before officially launching the campaign.
Keep an eye out for the public launch of the campaign this summer! If you'd like to learn more or get involved, please contact Stacey Saracene, Senior Program Manager, at ssaracene@causewave.org.
Huge thanks to all devoted steering committee members, including: Rachael Phelps, Katherine Greenberg, MD, Andy Aligne, MD, Sherita D. Bullock, Jess Coleman, Sandy Coleman, Sheila Driscoll, Marielena Vélez de Brown, MD, Tori Toliver-Powers, Audrey Korokeyi, Mary Terziani, Krysta Baccari, Jessica Cranch and Gladys Pedraza-Burgos. Special thanks to Jay Advertising and Nan Burgess-Whitman for all the hard work and dedication they’ve put into the messaging strategy for this initiative.
Picture Source: The Sunday News
Spotlight: Lisa Chen
Volunteer Spotlight Interview with Lisa Chen
Principal, Lisa Chen Research Consulting
Can you talk a little bit about your work?
I’ve spent most of my career doing qualitative market research with potential customers. The research I do is typically quite detailed and in-depth — I delve into deep questions and really get to know people. My work is about revealing the narrative story to clients and solving the disconnect between the end results and the means to how we got there. Most often, this takes the form of in-person and online focus groups.
How’d you get into market research?
I first started working in Sesame Street’s research department when I was in graduate school for Developmental Psychology at NYU. In that role, I talked to a lot of two- to four-year olds to assess the appeal of characters and comprehension of the educational content.
You’ve done a ton to support Causewave – what motivates you to be involved?
I love the causes that Causewave is behind. In particular, I care a lot about diversity and inclusion initiatives — it was the focus of my studies and I wrote my dissertation on racial/ethnic socialization among Chinese immigrant families. That’s why I got involved in the Race and Media project, which I believe is going to make an important impact when the study results are announced.
In recent years, I’ve realized I also need to consider taking on leadership roles; that it’s not always enough to be a committee member. I take my Causewave work and my board position at www.RochesterKids.org very seriously. I try to look towards the future and think about what mark I want to make with my social justice work, and so that’s why I step up.
Capacity building is at the core of all our projects. Our Senior Program Manager Stacey Saracene said you recently helped to build our own team’s capacity by training her in how to organize a focus group. Why do you think capacity building is important or why you enjoy it?
For years I’ve worked in a small boutique firm where I rarely have the opportunity to mentor any more. I love being around young, vibrant people, so I miss that. Plus, that was for the Diversity of Opportunity (DO) Partnership, an important project gathering feedback from urban and suburban parents about new opportunities to increase the socioeconomic and cultural diversity of the city schools.
You’ve done a ton to support Causewave’s work lately, including focus groups RCSD, Student Attendance Initiative, Hillside Foster Care, an Opioid Prevention Project. Do any of those roles stick out as particularly rewarding?
Carly Layton from Hillside followed up after the Foster Care project and let me know how successful that campaign was in attracting new foster parents. Typically when conducting a research study, I don’t get to hear the final results or impact of the research. Learning about the people who foster children in our community gave me a whole new outlook on parenting. How does a person take in six foster kids when I can’t even get mine to soccer on time? It’s incredible what foster parents do by opening their hearts and their homes.
What might readers be surprised to know about you?
One day I think it’d be fun to see if I could pull off being a blond.
Substance Abuse Prevention Coalition of Ontario County
Social Media Takes On Drug Addiction
The United States is in the midst of an opioid crisis, and upstate New York is no exception. A new study found that roughly half of those in the Finger Lakes region who overdosed on heroin or other opioids had prior prescriptions for painkillers, the largest group affected being those in the 15 to 29-year-old age range.
Partners
Over the last few months, Causewave partnered with The Substance Abuse Prevention Coalition of Ontario County (SAPC) to launch an awareness campaign. With the help of trusted designers Andrew Soucier and Sarah Mongeau (a former Causewave intern), as well as the media experts at Butler/Till, we were well prepared to make some change.
The goal
To increase perceptions of risk for opioid, heroin and prescription drug abuse among youth and young adults.
Our Approach
We planned and implemented a social media campaign targeting 12 to 25-year olds, leading them to landing pages with information about many of the lesser known risks of opioid use. Because the target audiences and goals for each audience were different, our team decided to develop two strategies and two landing pages.
Each site was given a vanity URL and included testimonials and jarring facts that demonstrate how addiction can happen to anyone. To drive traffic, we ran ads on Facebook, Instagram and Snapchat (a Causewave first!). Each told the story of someone struggling with addiction, reaching out for help and wishing they had known the consequences of substance abuse before it happened to them.
Some lessons learned:
This campaign experimented with a number of tactics, which we adjusted based on initial results. If you’re considering a paid social media advertising campaign for your organization, here are five best practices you should know.
1. Troubleshoot digital ads before sharing
If you plan on running ads on Facebook or Instagram, you should familiarize yourself with their ad policy. Essentially, ads with more text will be shown to fewer people, and ads with less text will experience greater reach. We recommend using Facebook’s Image Text Check tool to make sure your ads are as effective as possible. In our case, we got dinged for using doodle-like graphics, which Facebook considered text.
2. Use a variety of creative assets
Creative fatigue is real and happens fast! When audiences get used to seeing certain images and text, they tune out. The solution is to prepare extra imagery and copy that can be rotated throughout a campaign to maintain people’s attention.
3. Understand banner ads
Many people write off banner ads as a failure because of low click rates, but that’s not really their purpose. Banner ads expose your target audience to your message, leading to familiarity and interest. Once someone sees these banner ads enough times, they’ll be more likely to click when they see that ad appear somewhere else — so don’t count these guys out!
4. Try a vanity URL
A unique, branded domain name will stand out to your audience and be easier to remember. A custom URL is more pleasing to look at and easier to share on social. Plus, they’re not expensive – they typically cost around $20.
5. Track using Google Analytics
How can you tell if your campaign is meeting its goals? One easy way to track essential metrics is with Google Analytics. Take the time to install the tool on your website before you launch your campaign and get trained on the basics (there’s many free webinars). We promise it’s worth it!
Our Takeaway
With an issue as complex as the current opioid epidemic, trying to make a positive impact can feel as difficult as boiling the ocean. However, at the end of the day, even one life saved from the battle of addiction is the most priceless form of ROI anyone could ask for, and in this case, social media may be to thank.
Interested in social media and community change? If you have questions, contact us at info@causewave.org or 585-442-0200.
Healthy Baby Network
Fundraising Planning and Support
The context
Health starts in our homes, schools, workplaces, neighborhoods, and communities. It is often determined by access to social and economic opportunities, including the resources and supports available to parents.
The challenge
Healthy Baby Network (HBN) is dedicated to improving health outcomes for mothers and babies by addressing the inequities in these social determinants of health in Greater Rochester. HBN works to reduce infant mortality, connect mothers with individualized case managers, and ensure that all women have equal access to care, no matter their income, zip code, or race.
Traditionally HBN has relied heavily on federal funding, and last year the board saw a need to diversify the sources of funding to sustain their work in the future. And as a first step, they needed to develop their capacity to fundraise.
What we did
Causewave helped to create and implement a fundraising plan to develop the staff and board’s fundraising skills, increase individual giving, and expand sponsorship for their current events. The work included fundraising tools and training for staff and board, annual appeal support, and activities that would increase donor engagement to retain and grow relationships.
Impact
You will be proud to learn that your support has allowed Causewave to offer strategic direction and support to this small-but-mighty nonprofit organization. As a result, HBN successfully raised twice their year-end annual goal and secured a $5,000 major gift from a dedicated volunteer.
“This is thrilling. We now have concrete data to go back to the board with. Fundraising really is a true mix of both art and science. Clearly we’re on a path: what a difference a year — and a fundraising plan —make!”
Call for volunteers!
Would you like an opportunity to make an important impact on how the media covers people of all races in our community? We're hoping you can join us for just few hours, for one session of an upcoming study that we're conducting.
Background: Structural racism and unconscious bias have a significant impact on poverty in greater Rochester. Indirect experiences, like messages seen in the media, play an important role in shaping attitudes towards race. To better understand the effects of local media on racial attitudes, Causewave is conducting a scientific study.
We're recruiting a group of volunteers to help analyze a large set of local media content and assess how different racial groups are currently represented.
What's involved: You will be trained by our professional research partners at the start of each session. You will then answer brief questionnaires about local media stories (print and recorded TV).
Timing: 3-hour sessions will be held the following dates...
Thursday 1/18 4–7pm
Saturday 1/20 9am–12pm
Monday 1/22 4–7pm
Thursday 1/25 4–7pm
Monday 1/29 4-7pm
Thursday, 2/1 4-7pm
Note: It is important to the study’s design that we recruit a racially balanced volunteer team.
Who’s a good fit: Any adults with availability during one or more sessions. No background in media or marketing needed.
Location: All sessions will all be held at RIT.
Please let me know if you are available to participate in a session. If you have friends, family, or colleagues who may be interested, please spread the word!
If you have any questions, please email me or call 442-0200 x206.
Thanks so much!
Marta Driscoll
Program & Outreach Manager
mdriscoll@causewave.org
Summer Meals
It’s more than marketing
In 2014, Causewave began working closely with Rochester’s Summer Meals program, with the goal of ensuring that every child and youth in the City of Rochester has access to free and healthy summer meals.
The Need
In the Rochester City School District, 82% of students qualify for free and reduced-price meals.
Causewave began working on the project shortly after the Center for Governmental Research completed a needs assessment, which found:
Nearly 21,000 RCSD students participated in the free and reduced-price school lunch program in 2012.
Only 4,750 students participated in Summer Meals.
Leaving a gap of approximately 16,000 students.
Our Approach
To close that gap, Causewave has been working to increase awareness of summer meals among school officials, parents, other family members, and community groups. We also collaborate closely with other partners to support projects that make the Summer Meals program more appealing, empowering, accessible, and efficient.
Highlights
Innovative new ways to distribute Summer Meals
In 2016, we helped launch a “mobile meals” pilot, which brought Summer Meals directly to four locations where young people already gather, play, and learn during the summer months. The pilot succeeded in attracting more kids to eat meals provided, and this year grew to ten locations, including libraries, parks, and other community sites.
New mobile and user-friendly website
To ensure children and parents can easily find the closest Summer Meals site, we developed a new website that treats kids and parents respectfully as customers – quickly answering questions about locations, menus, and eligibility.
Collaboration and alignment of partners
The Summer Meals Partnership of Rochester includes numerous nonprofits and government agencies who partner to provide meals and promote the program. In partnership with Common Ground Health and the Community Foundation, Causewave helps to quarterback this group’s joint efforts that ensure the program operates seamlessly. Now delivery routes are now efficiently aligned, decisions about new site locations are made strategically, and participants can expect similar positive experiences at all sites.
Results
Summer Meals participation is up 24% over the last 3 years.
Our most recent data shows:
“Not only do we have a dedicated staff person from Causewave to help us implement our marketing plan, but Causewave has been a partner in helping us analyze our communications. To ask: Who’s missing from the table? What conversations do we need to be having throughout the community? It’s more than marketing. It’s experts from so many areas.”
This success story has a cascading effect: Positive experiences children and youth. Less-stressed parents. Students who retain more of what they learn. Lower obesity rates. Better outcomes for the next generation.
So much good begins with you.
We couldn't do this work alone: a broad coalition of donors, foundations, and volunteers have made countless critical contributions to this important project. Staff and volunteers at partner organizations show extraordinary dedication to the goals. It’s a testament to the spirit of community that sets Greater Rochester apart.
Primary partners: Foodlink, Rochester City School District (RCSD), City of Rochester, Common Ground Health, Rochester Area Community Foundation (RACF)
Summer Meals Partnership of Rochester members: Common Ground Health, Foodlink, RCSD, City of Rochester, RACF, Horizons, YMCA, Youth Voice One Vision, Kids Thrive 585, Law NY, Children's Agenda, Urban League, Hunger Solution
Rochester Educational Opportunity Center
Bringing A Brand To Life: REOC Case Study
At the end of our work helping a nonprofit develop their brand, we always share this nugget of truth: brand ownership is not the same as memorization. The Rochester Educational Opportunity Center (REOC) recently provided a stellar example of how we can all think about bringing our brand to life by engaging our teams, whether staff, board, trustees or volunteers.
REOC came to Causewave to help develop a brand platform that truly describes their organization, which operates in a field that has changed dramatically in the last decade. REOC is part of the statewide network of ten Educational Opportunity Centers (EOCs). It has provided quality, tuition-free, short-term College Preparation, Career and Technical training for adults in the Rochester area for over 45 years. It is sponsored, in part, by The College at Brockport.
From the beginning, REOC leaders focused on shared ownership in the process, putting together a diverse team of employees and stakeholders from across the organization, including employees at all levels, to participate in the brand development workshop. Together, they developed a brand platform that is rich, well-rounded and aligned with where the REOC is heading.
To begin breathing life into their new brand, Roosevelt Mareus, Dean/Executive Director of the REOC, brought together the full REOC staff to kick off the new school year. Everyone was given a tutorial on what the concept of brand means and its importance, survey results from the process, and an overview of how the brand was developed during the workshop.
Three staff members, who participated in the workshop presented the REOC brand platform: Wendy (faculty) presented the target audiences, Jeannette (professional staff) presented personality traits and brand essence, and Doug (maintenance) presented the brand promise. They didn’t just read the brand elements, they talked about what each one means and how they plan to truly incorporate it into their own daily actions.
In the spirit of ownership, Roosevelt then asked people to pair up to role-play one thing they could do right away to start living the brand. Volunteers enthusiastically shared examples...so many examples that it turned into a fun competition among the employees. Roosevelt took the stage to cheer-lead and challenge everyone to start living the brand right away. As someone who leads by example, Roosevelt shared how he plans to begin by focusing on incorporating the brand promise into internal operations.
To cap the event, Roosevelt did his best Oprah audience giveaway impression and passed out t-shirts that have the REOC brand essence on the front and personality traits on the back.
“REOC and Causewave worked collectively to develop our brand platform. Causewave did a great job with helping us to create a successful and exciting brand,” shared Roosevelt. “Our faculty and staff wear our brand t-shirts with pride, knowing that REOC has been and will continue to create ‘Life-changing opportunities.’”
Causewave is excited to see REOC staff so enthusiastically embracing the results of the hard work that their colleagues put into developing such a thoughtful brand platform. We look forward to seeing REOC continue to expand their impact in our community through free, hands-on training and connections to in-demand jobs.
If you have questions about bringing your organization's brand to life, give us a shout at info@causewave.org or 442-0200.
Spotlight: Sara Wallace
I think of Butler/Till as a media planning company. What does that mean and how do you describe your role there?
Media is such an interesting term…it makes a lot of people think of print ads or the ads they see on Facebook. As part of the Account Team, it’s our responsibility to tell our clients and our partners what we can really bring to the table. It’s not just that we can buy this print ad or that digital ad for you – it’s using media to spread the right message in the right places at the right time and making smart decisions in the future based on the insights we gain.
Butler/Till has a reputation as a great place to work. What do you think is the secret sauce?
The reason why I came here was the culture. I knew I wanted to be around good people, who are highly motivated and want to make the organization stronger. Part of why Butler/Till is like that is because the interview process focuses on how candidates will add the the culture. Once we're on board, we're an employee-owned company, so everything we do directly affects the business, no matter your title. The leadership here does a great job talking about that and attributing every achievement to their entire team.
You’ve volunteered (a ton) with us both as a representative of Butler/Till and as an individual. What made you want to become so involved?
At Butler/Till one of our principles is to step up and not out. It doesn’t just apply to our internal work here, it speaks to reaching out and investing in the Rochester community as well. One way I do that is by participating in projects with Causewave. When moved here in 2015, I wanted to get more involved because I’m not originally from Rochester. I needed to learn more about this community and understand what Rochester is so I was asked to consider the board position. Originally it was to get a better feel for everything, but now it’s become something that just feels good to be a part of.
The media landscape is always changing. How do you keep up?
I was recently out on maternity leave for 12 weeks. On my first day back at work, I sat in on a conference call. After about 20 minutes I got up and walked out. I was so overwhelmed about how much had changed in just 12 weeks. Audiences shifted and the information you can pull from platforms like Facebook and LinkedIn had changed. You can never sit back...keeping up is a constant project. What helps, is that on every team here, we have designated experts who dedicate time monitoring new trends and act as resources to catch the rest of us up. I also subscribe to a boatload of newsletters and spend 15 minutes in the morning to skim them.
Anything else going on in your life right now you want to share?
I had a baby girl four months ago, so that’s definitely the biggest thing going on in my life right now. It has completely changed me in a lot of ways I didn’t expect. There’s a lot going on in the world right now, and having a girl in particular has made me think about what kind of woman I want my daughter to become and what I can do to lead by example. I have a real opportunity to stay involved, get more involved, and then be able to get my daughter involved too. I want her to learn about giving back and staying true to her beliefs and accepting of others.
Spotlight: Krystal Starks
We recently met with Krystal Starks to learn about her experience interning at Causewave:
M: How did you first get involved with Causewave?
K: A counselor from DePaul was familiar with Causewave and encouraged me to apply for a graphic design internship. I am glad I did because I love working here. It's such a comfortable office and everyone sees and accepts me.
M: You have done a lot of design for us for various causes and programs. Of all the projects you have worked on, which would you say was your favorite?
K: This spring I designed a series of ads thanking Causewave supporters. It was my favorite because it involved many new challenges for me, so I really benefited from the experience. My second favorite was creating pieces for the Annual Celebration in May because I actually got to see what I created at the event, which made me so proud.
M: Can you tell us a little bit about your background?
K: I was born in Jackson, Mississippi and raised in Chicago, Illinois. It was very interesting moving from South to North. I am more of a Southern person. I went to Rochester Institute of Technology because there is a deaf community where I could connect with both the hearing and the deaf world. I studied at RIT for six years and finished with two degrees, in graphic design and web development.
M: What would your dream job be?
K: After this internship, it's my dream to find a permanent position in graphic design or any media art technology. In this internship I'm working on gaining experience, so I can be ready to jump in as a professional designer. Please find me in LinkedIn and check out my recommendations!
M: What is something that the readers would be surprised to know about you?
K: I think some of my friends are surprised I know how to write code for websites (since I am a woman). Also, I normally talk with no voice when I'm using American Sign Language, which is pretty unusual.
- Interview with Marta Driscoll and Krystal Starks
Many Barriers to Cancer Screening
We’re partnering with the Cancer Services Program of Monroe County, Martino Flynn, and Myers Creative Imaging and nearly a dozen nonprofit organizations to refresh our current cancer screening initiative. This initiative works to encourage more people to get potentially life-saving breast, cervical, and colorectal cancer screenings.
From behind the scenes at a recent video shoot, we heard volunteers share how cancer has affected their lives. One individual grabbed our attention and our heart strings with his incredible story. Patrick, age 67, is a grateful survivor of prostate cancer. His case was detected early by a prostate screening test.
After losing his father and four brothers at an early age to cancer, Patrick was motivated to get screened. Thankfully he did, because Patrick says he wouldn't be alive today without it.
“As a survivor of prostate cancer whose cancer was detected early enough for cure, I have learned that cancer respects no boundaries and early detection saves lives. ”
The mood changed though as he spoke of barriers that are holding him back from getting screened again. His high health insurance premiums and fear the test might be positive mean he's reluctant to get screened for colon cancer.
His story was a powerful reminder to us that awareness alone won't solve the problem. There are so many other barriers to getting screened. To succeed, we must help people overcome these barriers and dispel the misconceptions around cancer screening.
Keep an eye out for the public launch of this initiative within the next few months. If you'd like to learn more or get involved, please contact Mary Hadley, Senior Program Manager, at mhadley@causewave.org.
#ROC National Volunteer Week
April 23rd-29th marks National Volunteer Week! Join us in recognizing and thanking volunteers who lend their time, talent, voice and support to causes in our community.
Here's a quick, easy way to participate. There's a good chance you'll win a prize!
Here's the deal:
1. Post a picture of someone who's a gold star changemaker (volunteer) on your Twitter or Instagram account. If you post on Facebook, please make sure to tag Causewave (our website can't pull them in directly).
2. Write a caption about why this changemaker inspires you.
3. Include the hashtag: #ServiceUnitesROC
4. All posts will appear on the tagboard below.
5. All posts will be entered into a prize drawing as a small token of appreciation! First prize: Fuego Burundi coffee and set of Causewave mugs. To keep things simple, the person who posts gets the prize – feel free to share it with the nominee!