Building the Case for Adult Education Jennifer Hahn, Douglas Gould & Co. October 5, 2011

2 Accelerating Opportunity A policy and practice initiative to improve adult basic education to lead people to jobs and a brighter future. Most colleges have experience marketing, but less so advocacy. But, success will require advocacy which requires case making. We need to understand how people think and feel about the constellation of issues related to low-wage work, poverty, etc.

3 Data for Case Making What do we know from public opinion studies on low skill, low literacy adults? Unfortunately not much exists. Need to extrapolate from studies on: Poverty “College” and “Community College” Unemployed and underemployed Recent polling on top concerns

4 Ford Foundation; Economy that Works for All and Bridges to Opportunity – specifically about Community Colleges Pew Economic Mobility Study Public Agenda: Squeeze Play and One Degree of Separation Studies from Pre- and Post Recession

5 People use mental shortcuts to organize information – like file folders. Over time these shortcuts become durable models for thinking about issues. The media creates and reinforces these models, or frames. As new information comes in, it gets organized into the frame that seems to fit. And, people can have seemingly contradictory frames. Calling up the right frame can alter a person’s reaction. What’s Framing?

6

7 People have strong views. The research shows that most advocates frame problems faced by low-wage workers in a “poverty/sympathy” frame. This frame supports fixing the person, not the system. We want to fix systems. Need to change the frame. Framing Is Hugely Important In Poverty and Low Wage Work

8 Not exactly “college”. There aren’t cute young people or “kids”. No moral or social agenda for education beyond high school. Involves the personal not public good. Some energy around “skills” but term “training” remains problematic. Skills for work leaves out education equity argument. Challenges of Framing Adult Ed

9 Need is tremendous. Low skill, low literacy adults are both silent and unorganized. Social issues need pressure to leverage policy action. A Cause Without a Constituency

10 Level One: Big ideas, like justice, fairness, family, education and opportunity. Level Two: Issue-types, like unions, economic policy, work or job training. Level Three: Specific policies and practices, like Adult Basic Education, career pathways, I-BEST. Levels of Thinking

11 The Values in People’s Heads Charity is the appropriate response to the problem. Each individual is responsible for own success or failure. Personal pathologies are at fault, not systems. With hard work comes reward. Anyone can achieve the American Dream. We believe in equal opportunity, not equal outcomes. There will always be people at the bottom of the ladder and this allows others to climb to the top. The economy is a force of nature.

12 Sympathy for the Poor Balancing Work and Family Opportunity/advancement Fairness Disappearing Middle Class Corporate Responsibility Corporate Greed Responsibility/Planning Community Common Story Frames

13 Which is generally more often to blame if a person is poor? Lack of effort on his or her own part, or circumstances beyond his or her control? 0% 10% 20% 30% 40% 50% 60% White Men $25-50 Blue collar men Younger men Republicans Total Democrats Younger women Blue collar women <$25 Women Minority Lack of Effort Circumstances

14 0% 10% 20% 30% 40% 50% 60% 70% 80% White Middle class $25-50 Independent Republican Total Democrat <$25 Working class Minority DisappearingAttainable The middle class is disappearing; we are turning into a society of haves and have nots. The middle class is as attainable as ever for those who are willing to work hard.

15 Causes people to question: What should motivate business? What should society stand for? What defines success? Opportunity to shift from assumption of a two- tiered (winners and losers), free market economy, to a planned economy that works for all. Reactions to Responsibility and Planning

16 Economy and jobs, not poverty. Higher public priority: Broader societal responsibility. Increased policy support. Responsible planning, not sympathy: Foregrounds solutions. Shifts from assumption of a two-tiered, free market economy, to a planned economy that works for all. The Recommended Reframe:

17

18 Communicate the values that motivate public action. Begin the conversation with the values of responsible planning, opportunity, gaining education and skills. Avoid having the communications dominated by sympathy, poverty, disparities, class warfare, or partisanship. Include “strengthening communities” as an objective. Distinguish between local independent businesses that are connected to community, and national or multi-national corporations that take profits out of the community.

19 From Frames to Messages Using language to cue values and draw support

20 How to Think About Messages Messages do Inspire interest Invite people in Make a connection Gear up for more information later Messages do not Explain process Take the place of accurate description Convey complicated ideas

21 National Core Values The primary values for Accelerating Opportunity are: Jobs/Work Economy Opportunity In addition, we identified secondary values that also feed into the initiative's vision. They are: Education Equity Democratic participation Family

22 National Mantra, Messages & Supporting Points Accelerating Opportunity is all about jobs, the economy and providing greater educational pathways for adults. Accelerating Opportunity is supporting states across the country to ensure more workers have the skills they need for today’s good jobs through innovative adult education that provides a valuable credential.

23 Jobs/Work Jobs/Work – Accelerating Opportunity is helping our nation get back to work by providing adults the credentials and skills they need to secure good, family-sustaining jobs.

24 Economy Economy – Accelerating Opportunity is helping drive economic recovery by supporting innovative educational models that better prepare adult workers for today’s jobs.

25 Opportunity Opportunity ­– Accelerating Opportunity is expanding the professional horizons of Americans across the country – regardless of age or background – by helping them earn credentials and learn skills that have real value to employers.

26 Action Messages Internal Stakeholders and Leaders - Your participation in Accelerating Opportunity is an intervention for better jobs in today’s economy. You can help build a better future for thousands of families in your state through these programs. State Elected Officials and Policymakers – Your leadership will help rebuild our state's economy and create jobs by giving adults the skills they need to compete in today's labor market. Funders – Your organization's support for Accelerating Opportunity is a tangible and effective way to make education and training benefit the lives of thousands of people [across the country / in your state / in your community]. State Community College Leadership – The [STATE] community college system is at a crossroads and Accelerating Opportunity will ensure that it serves all students with skills our economy needs to help get our state get back on its feet.