Leveraging data-driven strategies for impact in your community
Consider the work you do every day. Nearly every interaction with the community generates valuable data, from event attendance to responses to engagement campaigns. Under Adrienne Lever’s guidance, the PEU has mastered harnessing this data to refine and direct its community engagement initiatives. By meticulously analysing this information, they can identify not only the services in highest demand but also understand the barriers different community segments face in accessing these services. This tailored approach ensures that resources are strategically allocated, significantly improving community access to services and programs.
For example, by analysing data on language preferences and communication habits, the team customises their messages, ensuring accessibility and resonance with diverse audiences. The PEU’s commitment to data extends to evaluating their campaigns, setting clear success metrics, and continuously monitoring progress. This iterative process, grounded in real-time data, fosters a culture of continuous improvement and adaptation, showcasing the transformative power of data in public engagement.
Overcoming engagement barriers with diversity and technology
Every community engagement initiative faces challenges: How do we minimise barriers to reach as many people as possible? Lever tackles hurdles like awareness deficits, distrust, and linguistic diversity by reflecting the community’s diversity within the PEU and adopting cutting-edge technology. This strategy allows for empathetic and effective connections with community members, fostering trust and understanding.
“[If] we can reach people in their own language, we can reach people with faces that look familiar to them, stories that sound familiar to them… there is a level of trust that they may not otherwise have.” - Adrienne Lever
This commitment to assembling a diverse team transcends language and ethnicity, embracing a broad spectrum of cultural backgrounds and experiences, and enhancing community engagement.
Complementing this diversity, technologies like peer-to-peer texting and data analytics enhance engagement quality. These tools support personalized communication, allowing organisations to tailor interactions to meet individual community needs. This approach ensures outreach efforts are not just efficient but meaningful and responsive, breaking down engagement barriers and making each interaction impactful.
Developing personal connections to enhance community engagement
Trust in government is waning nationwide, but it’s not an insurmountable challenge. Lever’s experience in grassroots organising showed the unparalleled power of face-to-face conversations in fostering understanding and trust. This principle guides the PEU’s strategy, emphasising the importance of physical and cultural presence to forge genuine connections.
By engaging with as many community members as possible, whether in person or online, you build trust in your daily efforts. Organisations should prioritise personalised outreach, through methods like door-to-door canvassing or community meetings, to ensure every community member feels acknowledged and valued.
The importance of flexibility and continuous learning in public engagement
Flexibility and continuous learning are pivotal in public engagement, underscoring the necessity for strategies to evolve in tandem with shifting community needs. The PEU embodies this principle through a dynamic approach that adapts based on feedback and data analysis. Implementing continuous feedback mechanisms is vital for remaining responsive to community shifts, fostering trust, and showcasing a commitment to listen and evolve according to community feedback.
Adrienne Lever emphasises,
“What works in one community might not work in another, and what works today might not work tomorrow. Our strategies evolve based on what we learn from each campaign and the feedback we receive.”
Acknowledging the distinctiveness of each community and the evolving nature of effective strategies is crucial for maintaining relevant and impactful engagement. By embracing flexibility and learning from every interaction, organisations can cultivate a deeper, more responsive connection with the communities they serve.
Building a model for future engagement
Adrienne Lever and the Public Engagement Unit’s work in New York City exemplifies how local authorities and organisations can effectively engage with communities. By valuing personal connections, embracing diversity and technology, leveraging data-driven strategies, and maintaining flexibility, organisations can reimagine their approach to community engagement, fostering more inclusive and responsive communities.
To listen to our full conversation with Adrienne, check out the podcast episode wherever you get your podcast:
