barbara bush foundation for family literacy quantitative detailed report
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Barbara Bush Foundation for family literacy quantitative detailed report. methodology. PSB conducted online interviews among General Population and National Elites - PowerPoint PPT PresentationTRANSCRIPT
NEW YORK • WASHINGTON • DENVER • SEATTLE • LOS ANGELES • SAN FRANCISCO • AUSTIN• LONDON • HONG KONG • BEIJING • DUBAI
BARBARA BUSH FOUNDATION FOR FAMILY LITERACY
QUANTITATIVE DETAILED REPORT
METHODOLOGYPSB conducted online interviews among General Population and National Elites
U.S. General Population: Ages 18-64, including statistically significant samples of African Americans and Hispanic/Latino populations.
AUDIENCE SAMPLE SIZE MARGIN OF ERROR
All 1,149 +/- 2.89%General Population 1,075 +/- 2.99%National Elites 74 +/- 11.39%Male 409 +/- 4.85%Female 666 +/- 3.80%African American 100 +/- 9.8%Hispanic/Latino 119 +/- 8.98%Northeast 179 +/- 7.32%Midwest 250 +/- 6.20%South 341 +/- 5.31%West 305 +/- 5.61%
2
AMERICANS ARE SYMPATHETIC ON LITERACY, BUT THEY NEED MOTIVATION
3
EDUCATION IS A MIDDLE-TIER ISSUE FOR AMERICANS: ON THE RADAR BUT NOT TOP-OF-MIND
4
Economy/jobs
Healthcare
National budget/deficit
Education
TaxesWars/Conflicts in
Afghanistan/Iraq/LibyaImmigrationHomeland
security/Public safety
Energy
The Environment
Foreign policy
Other domestic issues
Transportation
7451
4023
2117
1410109
64
2
TOP ISSUES FACING THE U.S. In your opinion, what are the 2-3 most important
issues facing the U.S. today?
Economy/jobs
Healthcare
EducationLocal/state
budget/deficitTaxes
Public safety
Immigration
The Environment
Energy
Transportation
Other domestic issues
71
38
33
30
30
15
14
9
9
7
3
TOP ISSUES FACING THE COMMUNITYIn your opinion, what are the 2-3 most important issues
facing your community today?
Showing All Showing All
BUT AMERICANS DO SEE A NEED FOR ACTION ON EDUCATION
5
Showing DC Elites
TRACK OF THE SCHOOL DISTRICTThinking generally the school district where you live, do you believe that the school district as a whole is on the right track or off in the wrong
direction?
17
39
44
TRACK OF THE EDUCATION SYSTEMThinking generally about the U.S. education system
today, do you believe the education sector as a whole is on the right track or off in the wrong
direction?
14
25
61Right Track
Wrong Direction
Don’t know
Right Track
Wrong Direction
Don’t know
This tells us that they are willing to act but need motivation – Hispanics/Latino are slightly more concerned than African Americans
• 37% of African Americans say the education system is on the right track, compared to 28% of Hispanics/Latino
• 50% of African Americans believe their school district is on the right track, compared to 38% of Hispanics/Latino
Showing All Showing All
LITERACY IS SEEN AS A MIDDLE-TIER EDUCATION ISSUE
6
Funding
Quality of teachers
Basic literacy
Class size
Science, math and technology curriculum
Safety and security of schools
Parental involvement in schools
Early education opportunities (e.g. Pre-K)
Extra-curricular opportunities
36
31
22
21
20
17
13
6
6
TOP ISSUES IN EDUCATION SYSTEMWhat do you see as the main issues in the education system that need to be
addressed? You can chose up to 2 issues.
Americans understand it is still a problem, but our call needs to be clear on why they should act
Showing All
AMERICANS UNDERSTAND LITERACY
7
Don't knowHaving a high school diploma or equivalent
The ability to speak and understand a language
The ability to read long sections of text, as in a
book or newspaper
The ability to read and write basic words and sentences
241317
64
DEFINING LITERACTY Which of the following best describes the term literacy? (Showing All)
They are familiar with the meaning of literacy
Which of the following best describes the term literacy? GP Elites
Gender Race Region
Male Female AA Hispanic NE MW South West
The ability to read and write basic words and sentences
65 54 61 67 71 61 60 68 66 65
The ability to read long sections of text, as in a book or newspaper
16 26 18 15 7 21 17 13 19 15
The ability to speak and understand a language 13 16 14 12 16 12 17 12 11 13
Having a high school diploma or equivalent 4 4 4 3 4 5 5 4 3 4
Don't know 2 0 2 2 2 0 1 3 2 3
AMERICANS BELIEVE BASIC EDUCATION IS A RIGHT THAT THE COMMUNITY CAN HELP PROVIDE
8
9
90 3 7
Agree DisagreeDon’t know
EDUCATION A CIVIL RIGHTHow much do you agree or disagree with the following statement: Education is a civil right that all
Americans should be entitled to. (Showing All)
How much do you agree or disagree with the following statement: Education is a civil right that all Americans should be entitled to.
GP Elites
Gender Race Region
Male Female AA Hispanic NE MW South West
Strongly agree 67 59 63 70 85 76 64 68 73 61
Somewhat agree 23 28 25 22 13 17 28 23 18 26
Somewhat disagree 4 5 6 2 0 3 6 3 4 4
Strongly disagree 2 5 2 2 1 2 0 1 2 5
NEARLY ALL VIEW EDUCATION AS A CIVIL RIGHT
This resonates very strongly with African Americans and Hispanics
10
SECOND CHANCE AT EDUCATION: How much do you agree or disagree with the following statement: All adults who want a second chance at pursuing a high school diploma or GED should be entitled to getting the education they need.
All GP Elites
Gender Race Region
Male Female AA Hispanic NE MW South West
Strongly agree 60 60 58 53 65 82 66 57 59 65 56
Somewhat agree 29 29 30 34 25 14 27 33 30 26 27
TOTAL AGREE 89 89 88 87 90 96 93 90 89 91 83
Somewhat disagree 6 6 7 6 5 1 3 6 6 3 8
Strongly disagree 2 2 4 3 1 2 1 1 1 2 2
TOTAL DISAGREE 8 8 11 9 6 3 4 7 7 5 10
Don't know 3 4 1 4 4 1 3 2 3 3 6
NEARLY ALL AGREE THAT ADULTS ARE ENTITLED TO A SECOND CHANCE AT A BASIC EDUCATION
82% of African Americans strongly agree
AMERICANS BELIEVE LITERACY STARTS AT HOME, BUT THERE IS COMMUNITY RESPONSIBILITY AS WELL
11
40 7 53
School ParentsDon’t know
WHO IS RESPONSIBLE FOR CHILD’S LITERACY?In your opinion, should a child’s school or parents be more responsible for his or her ability to read and
write? (Showing All)
In your opinion, should a child’s school or parents be more responsible for his or her ability to read and write?
GP Elites
Gender Race Region
Male Female AA Hispanic NE MW South West
School 40 53 35 42 29 36 43 44 38 36
Parents 54 43 57 52 63 58 48 52 55 58
5 6 8
88 85 74
6 9 19
AN OVERWHELMING MAJORITY SUPPORT PROVIDING FREE EARLY CHILDHOOD, ADULT EDUCATION AND ESL CLASSES
12
SUPPORT/OPPOSE FREE PROGRAMSHow much do you support or oppose the following programs being provided free of charge as
part of the public education system?
Support OpposeDon’t know
Early Childhood Education
Adult Education ESL Classes
• Hispanics/Latino in particular support ESL classes – 86% support
Showing All
MESSAGING SHOULD START WITH GIVING OUR CHILDREN THE CHANCE TO SUCCEED
13
MESSAGE SCORING METHODOLOGY
To easily compare the messages, PSB creates a Summary Index Score for each message comprised of the following components:
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COLOR CODING LEGENDTop Scoring MessageTop Third MessagesBottom Third Messages
The most compelling phrases have been bolded in dark blue font if in the top 10%;
and in blue font if in the top 3rd.
Message tables are color coded in order to allow easy identification of the highest and lowest scoring messages:
NetBelievability
Total % believable – total % not believable
+SCORE =2x Much More
FavorableTotal % Much more
favorable towards the Barbara Bush Foundation
X2
2x Much More Likely
Total % Much more likely to donate to the Barbara
Bush Foundation X2+
RANK MESSAGE TITLE ALL GP Elites AA Hispanic
1 CHILDREN 201 197 217 245 242
2 CIVIL RIGHT 198 194 237 251 235
3 HOME 190 188 227 232 226
4 COMMUNITY 186 181 236 218 211
5 ECONOMY 185 184 230 235 233
6 FAMILIES 181 181 193 232 216
*Score= Net Believability + 2* much more favorable + 2* much more likely
NURTURING OUR CHILDREN WITH THE EDUCATION THEY DESERVE IS THE MESSAGE THAT RESONATES MOST
15
PSB tested 6 messages that relate to education and literacy issues
TOP-TIER MESSAGES
MIDDLE-TIER MESSAGES
BOTTOM-TIER MESSAGES
WINNING MESSAGE
We compared the six messages we tested for the Barbara Bush Foundation for Family Literacy with other messages in PSB’s Message Cloud database. This revealed that all six messages are very compelling – even the bottom-scoring message:
MESSAGING OVERVIEW
93rd
PERCENTILE81st
PERCENTILE
TMTM
TOP MESSAGE: CHILDREN
BOTTOM MESSAGE: FAMILIES
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MESSAGES SHOULD BE BACKED UP WITH INFORMATION ON PROGRAMS AND THE LOCAL IMPACT OF LITERACY
69 68 67 67 65 62
11 13 12 13 15 16
Less LikelyMore Likely
EFFECT OF INFORMATION ON LIKELIHOOD OF DONATIONIf a non-profit organization that promotes literacy were to tell you about each of the following, how much more
or less likely would you be to donate?
17
The effect literacy has on
your own community
Providing information about how donations and programs impact the community help to motivate action
The extent of the literacy
problem
Information on the programs
that donations help to support
The effect literacy has on the
economy, public safety and health
Statistics about the impact that donations have
Stories about people that donations
have helped
Showing All
RECOMMENDATIONS
18
19
Raise awareness of the cause. Support for literacy programs is strong, but Americans just are not thinking about it right now. It needs to be brought to mind.
KEY RECOMMENDATIONS MOVING FORWARD
Messaging should start with giving our children a chance to succeed with the fundamental civil right of literacy.
Messaging can also emphasize the need to give adults a second chance, which they deserve and which will support the economy.
1
2
3
20
AN EFFECTIVE MESSAGING CAMPAIGN, STARTS WITH A NARROW FOCUS, THEN MOVES BROADER
It begins focused on the child and widens to the economy and nation:
Start with a focus on the child
Move on to encouraging parental involvement
Then show the impact of literacy on the workforce and economy
MESSAGE ARCHITECTURE
21
CHILDREN AND CIVIL RIGHT
• Children are a precious resource that should be nurtured
• They deserve basic education and skills
• It is a fundamental civil right, providing equal chance to succeed
Literacy is essential to having a chance at success. Giving our precious children this basic education should be a fundamental civil right. And adults who lack basic skills
deserve a second chance – it’s not just good for their families, it’s good for the economy.
PROOF POINTS
THEME
UMBRELLA MESSAGE
• Local community impact• Information on programs supported by the Foundation• Facts and figures about the impact of literacy on economic and societal issues
SUPPORTING EVIDENCE
PARENTAL INVOLVEMENT
ADULTS AND ECONOMY
• Good education starts at home
• We should help parents and grandparents take an active role in their child’s education
• Puts them on the path to success
• Adults should be given a second chance at a basic education
• This helps their families and it affects us all
• A healthy economy relies on educated workers, and we need a 21st Century workforce
22
RESOURCES FOR PUBLIC SCHOOLS: Thinking generally about the resources available for education, do you think that public school systems have what they need?
All GP Elites
Gender Race Region
Male Female AA Hispanic NE MW South West
Have the resources they need 38 37 51 43 34 32 36 44 35 37 35
Don’t have the resources they need 57 58 47 53 61 65 60 51 59 59 60
Don't know 5 5 1 4 5 2 4 5 6 4 5
RESOURCES FOR NON-PROFITS: Thinking generally about the resources available for education, do you think that the non-profit literacy organizations have what they need?
All GP Elites
Gender Race Region
Male Female AA Hispanic NE MW South West
Have the resources they need 23 22 41 25 21 28 26 25 21 22 24
Don’t have the resources they need 57 58 46 57 58 56 56 56 64 58 53
Don't know 19 20 14 17 21 16 18 19 16 20 23
OVER HALF DON’T THINK PUBLIC SCHOOLS AND NON-PROFIT LITERACY ORGANIZATIONS HAVE WHAT THEY NEED
APPENDIX IIIRIGHT TO EDUCATION
23
24
[IF YES] You indicated that you agree that all adults who want a second chance at pursuing a high school diploma or GED should be entitled to getting the education they need. In your opinion, how should the second chance be made available to them?
All GP Elites
Gender Race Region
Male Female AA Hispanic NE MW South West
Free public education 49 49 46 48 49 58 52 53 49 49 46
Free education provided by private non-profit organizations 24 24 25 23 25 22 28 23 21 28 23
Education offered by private organizations for a fee 17 16 22 21 14 11 13 12 23 12 20
Don't know 10 10 8 8 12 8 6 11 8 11 11
MAJORITY THINK ADULTS SHOULD BE ENTITLED TO FREE PUBLIC EDUCATION
MAJORITY THINK ADULTS SHOULD BE ENTITLED TO FREE PUBLIC EDUCATION
25
89% think that adults who want a second chance at pursuing high diploma should be entitled to it, with the majority in favor of free public education• 82% of African Americans strongly agree
1017
24
49
GRANTING ADULTS A SECOND CHANCEIF YES] You indicated that you agree that all adults who want a second chance at pursuing a high
school diploma or GED should be entitled to getting the education they need. In your opinion, how should the second chance be made available to them? (Showing All)
26
Which of the following statements is closer to your view? All GP Elites
Gender Race Region
Male Female AA Hispanic NE MW South West
In the United States, all children and adults should have access to free education, regardless of background or country of citizenship.
48 48 47 45 50 67 61 50 50 48 43
In the United States, only U.S. citizens (children and adults) should have access to free education.
45 45 45 49 42 31 35 43 42 43 51
Don't know 7 7 8 6 8 2 4 6 8 9 6
BUT AMERICANS SPLIT ON WHETHER FREE EDUCATION SHOULD BE AVAILABLE TO ALL OR JUST U.S. CITIZENS
African Americans and Hispanics/Latino are more likely to say that all should have access to free education regardless of country of citizenship
KEY FINDINGS AND RECOMMENDATIONS
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AMERICANS ARE SYMPATHETIC ON LITERACY, BUT THEY NEED MOTIVATION
• They see a need to do something to improve education and literacy
• But these are not top-of-mind issues• JOB #1: Putting the issue in front of them through a
high-visibility communication campaign• Conversation #1: Barbara Bush Foundation joins 100%
Literacy
1
KEY FINDINGS AND RECOMMENDATIONS
28
THEY BELIEVE BASIC EDUCATION IS A RIGHT THAT THE COMMUNITY CAN HELP PROVIDE
• Americans see basic education as a civil right• They also believe that adults deserve a second chance• They think the public education system has a role in all
types of literacy programs• Conversation #2: Barbara Bush Foundation: Let’s
convene the world thinkers.
2
29
• CORE MESSAGE: Literacy is a right that provides equal opportunity, which our children deserve.
• From there, we can talk about helping parents stay involved in their children’s literacy
• We can also talk about adults getting a second chance, linking it to the economy and the need for skilled workers
• Conversation #3: The new conversation with schools
KEY FINDINGS AND RECOMMENDATIONS
3 MESSAGING SHOULD START WITH GIVING OUR CHILDREN THE CHANCE TO SUCCEED