To get started on the funding challenge, remember to research, research, research. Conduct Internet searches on family literacy and funding. Contact the National Center for Family Literacy (NCFL). In addition to providing technical assistance, NCFL has resource materials (e.g., Funding a Family Literacy Program) available and presents an annual national conference. Peruse trade journals such as The Chronicle of Philanthropy: The Newspaper of the Non-Profit World (for information, see http://philanthropy.com).
The notion that family literacy in alternative settings needs to be marketed can be an anathema to program planners. However, marketing family literacy is the same as marketing anything else. It is always based on the WIIFM Principle Whats in it for me? Why should I buy? How is my life (family, school, future) going to change if I buy? Madison Avenue really knows how to market!(12) When an advertisement appears on television or in a magazine, it is targeted toward a particular group or market segment. Madison Avenue promises that life will be better if we buy jeans; eyeliner; beer; a fancy new car, truck, or van; laundry soap; cigarettes; etc. And we believe Madison Avenue. We buy!
While one could argue about commercial advertisings tactics, its principles are worth examining. Applying Madison Avenues principles to family literacy in an incarcerated setting requires asking the following questions:
12 Adapted from Hudson River Center for Program Development, Inc., WORK-BASED LEARNING: A Resource Guide for Change (Glenmont, NY: Author, 1996.)
The Parent and Child
Time I spent with my child today and all other Parent and Child Time is of
immense value to me. I enjoyed myself very much, and from my observation, so
did my child.
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