2018 NPower Communications Toolkit by NPower

LAUNCHING TECH CAREERS. TRANSFORMING LIVES.

COMMUNICATIONS TOOLKIT

AN INFORMATIVE GUIDE TO IMPLEMENT SUCCESSFUL COMMUNICATIONS FOR NPOWER

LAUNCHING TECH CAREERS. TRANSFORMING LIVES.

TABLE OF CONTENTS COMMUNICATIONS TOOLKIT PURPOSE

HOW YOU CAN HELP

AUDIENCES WE WANT TO REACH

MESSAGE HOUSE

HOW TO USE

ABOUT NPOWER

MISSION, VISION, STRATEGIC GOAL AND CORE VALUES

BROAD CONTEXT

NPOWER FACTS AND STATS

AUDIENCES WE SERVE

COMPETITIVE DIFFERENTIATION

CALL TO ACTIONS

TOOLKIT ASSETS

COLLATERAL

OUTREACH EMAIL SAMPLES

EMAIL SIGNATURES

SOCIAL MEDIA

SPEECH / PRESENTATION

STUDENT PROFILES

OTHER ASSETS

COMMUNICATIONS TOOLKIT

LAUNCHING TECH CAREERS. TRANSFORMING LIVES.

COMMUNICATIONS TOOLKIT PURPOSE This toolkit is designed to help you promote NPower among targeted stakeholders, potential partners and funders. It provides key messages and templates to help you prepare communications to advocate for the work we do and the impact we enable. The messages and information contained in this toolkit are intended as material you may find useful in your ongoing communications, and that you are free to adapt as appropriate.

HOW YOU CAN HELP You can share these resources introducing NPower to other potential partners, sponsors or funders. SHARE MATERIALS AND RESOURCES

We have created a suite of materials and resources you can download and use to promote NPower. We have also drafted suggested text for your email outreach to assist you with sharing information about NPower.

INCLUDE IN YOUR COMMUNICATIONS

POST AND TWEET IT

LINK TO US

We developed evergreen messaging your internal communications teams can use when writing blogs or profiles about partnership with NPower. We are also including links to recently co-authored content developed with other partners as examples of opportunities we want to explore with you. You can use our social media guide to distribute messages about NPower through your own social media platforms. We encourage you to link to NPower from your company website and/or email. It is best to do this from your CSR or Foundation webpages or other related content. We have included our standard logo and program descriptions of NPower for your use.

SHARE SUCCESS STORIES

KEEP US IN THE LOOP

COMMUNICATIONS TOOLKIT

We have developed a comprehensive student success story bank. These are brief profiles highlighting our impact through student success our programs in every region. You can access and download them in this toolkit. We are also seeking board member or corporate partner profiles to add to our story bank for use in marketing communications. If you would like to share your story please contact marketing@npower.org. We would be grateful to receive copies of any communications you distribute through your networks. Please send these to marketing@npower.org.

LAUNCHING TECH CAREERS. TRANSFORMING LIVES.

AUDIENCES WE WANT TO REACH While the community at large is important, our communications goal is to reach and influence the following audiences. We know you will want to use this toolkit to advance NPower’s mission.

WHO CURRENT FUNDERS POTENTIAL FUNDERS

CURRENT CORPORATE PARTNERS

POTENTIAL CORPORATE PARTNERS

POTENTIAL BOARD / ADVISORY BOARD MEMBERS

MEDIA

COMMUNICATIONS TOOLKIT

WHY Who, by deepening their knowledge will feel better connected and engaged and, therefore, more likely to renew funding to sustain our organization’s work. Whose strategic thrust aligns with the NPower mission and the audiences we serve and are open to an introduction through an advocate for the organization. Who currently provide financial and/or resource support, and routinely review their “investment” to ensure their company name remains aligned with the “right” non-profits. Note: Support can come from one internal champion—a problem if they leave. This makes it important to familiarize other decision makers in the company (i.e. Human Resources, Marketing) with NPower’s work and purpose.

Whose corporate citizenship includes financial and/or resource support of nonprofits respected by the community. Note: Tech companies that target disconnected youth, young women or military veterans are particularly good targets.

Who should be informed regularly about the important contribution NPower programs are making to the business community and diverse communities locally. Who, by enhancing their knowledge will feel better connected and engaged and, therefore, more likely to give each year; recruit like-minded board members/ partners; and “talk up” the organization’s work and impact to people they know. Who reach and influence all of the above, as well as the public at large.

LAUNCHING TECH CAREERS. TRANSFORMING LIVES.

MESSAGE HOUSE

MISSION STATEMENT NPower creates pathways to economic prosperity by launching digital careers for military veterans and young adults from underserved communities.

KEY CLAIMS Bridging opportunity for diverse talent to thrive in technology

Deploying a future-proof, community-driven and agile model

Fueling diversity & social mobility in underrepresented communities

Breaking the cycle of poverty and benefiting businesses

SUPPORT POINTS

Technology companies

Curriculum that evolves

Young adults lack skills

Hands-on expert

lack qualified candidates to match job openings

and access to training employers are seeking

Veterans face

employment challenges when transitioning to civilian life

NPower provides

support services to address social/ emotional needs

Strong corporate engagement

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with the needs of industry instruction

On the job experience via paid internship

Modeling and mentorship via corporate volunteers

Individualized

remediation, job placement and career support

In-demand certifications that keep our students ahead of the crowd

Lack of diversity

Alumni network of over

65% of NPower students

Commitment to 3-year

problem in tech

are unemployed at start of program

NPower student demographics:

47% Black 20% Hispanic 25% Women 40% Veterans

3,000

wage growth

52% average increase in salaries of those employed before program

$1M in lifetime earning potential

Improved business recruitment and productivity

Expand US

competitiveness

LAUNCHING TECH CAREERS. TRANSFORMING LIVES.

HOW TO USE The purpose of the Message House is to provide consistent, clear, and compelling messaging so that we are all speaking with one voice. This will help increase awareness and understanding of NPower and its mission. The Message House is designed in three sections:

MISSION STATEMENT BLUE ROOF KEY CLAIMS GREEN PILLARS SUPPORT POINTS GRAY PILLARS

Describes who and what we are. Use when you have a very short time to get someone’s attention and get your message across. Identify the most compelling claims we can make about NPower. Use when you have a little more time. Provide supporting points for our claims—the details that give evidence for our claims. Use when there is time for a deeper conversation.

Information in the Message House can be used in:

Presentations

Speeches

Written Materials

Email Outreach

Social Media

Adapt the Message House content for your specific region to showcase local data, programs, and case studies by referencing the NPower Facts and Stats section of this toolkit.

COMMUNICATIONS TOOLKIT

LAUNCHING TECH CAREERS. TRANSFORMING LIVES.

ABOUT NPOWER (BOILERPLATE) NPower is a national nonprofit that provides FREE tech training, career development and holistic support for military veterans and young adults from underserved communities. They offer a holistic, personalized program that involves technology skills training, professional skills-building, mentorship, social service support and paid internships with the goal of placement in permanent jobs in IT. NPower operates in many regions around the country, NY, NJ, Baltimore, Texas, San Francisco Bay Area, St. Louis, as well as in Toronto Canada.

MISSION, VISION, STRATEGIC GOAL AND CORE VALUES NPower’s mission is to create pathways to economic prosperity by launching digital careers for military veterans and young adults from underserved communities. NPower envisions a future where our domestic technology workforce is diverse, and clear pathways exist for all people regardless of ethnicity, gender, or socio-economic background to succeed in our digital economy. NPower’s five-year goal is to place 15,000 students (on a path to serve 50,000) in tech careers and to improve 3-year wage growth for their alumni. See more in their 2022 Strategic Plan. NPower’s core values of Impact, Commitment, Integrity, Diversity, and Humility knit together their distributed operations and reflect the passion their team members bring every day.

BROAD CONTEXT NPower is committed to addressing two problems that exists throughout the country:

A skills gap in the labor force at a time when technology is at the forefront of how businesses compete

Lack of access to the skills required in the digital economy by young adults from underserved communities and military veterans

COMMUNICATIONS TOOLKIT

LAUNCHING TECH CAREERS. TRANSFORMING LIVES.

NPOWER FACTS AND STATS (AS OF AUGUST 2018)

80%

of students who enroll graduate from the program

80%

of graduates get placed in jobs or continue their education

Served over 3,000 students

71%

have only some college or a H.S. diploma

65%

of students are unemployed when they enroll

Average salary increase of 52% for those who were employed prior to the program Average salary increase of 1,700% for those unemployed at start of program

AUDIENCES WE SERVE (BASED ON 2017 CLASS STATS)

YOUNG ADULTS

MILITARY VETERANS AND SPOUSES

MARKETS NY, NJ, MO, MD, CA (20% class composition)

MARKETS NJ, CA, TX

18-24 YEARS OLD

MILITARY BRANCHES

DIVERSITY

45% Army

47% Black

26% Navy

20% Hispanic

15% Air Force

25% Women

13% Marine Corps 2% Coast Guard

COMMUNICATIONS TOOLKIT

LAUNCHING TECH CAREERS. TRANSFORMING LIVES.

COMPETITIVE DIFFERENTIATION While there are other great organizations with complementary programs, NPower has identified several attributes that set us apart from the rest.

WE SERVE THOSE WHO NEED US THE MOST

We serve young adults and veterans (and their spouses) that lack access to the skills needed to launch tech careers

We do not require an entrance exam or competency test for entry into our programs We deliver a comprehensive technology training program that prepares student

WE ARE ALL TECH ALL THE TIME

with IT professional competencies with one-to-two years of experience

We provide Cybersecurity, Coding, and Cloud Solutions training to prepare alumni for higher wage IT jobs

CREDENTIALS THAT GET (AND KEEP) OUR STUDENTS AHEAD OF THE CROWD

We offer in-demand and advanced IT certifications that demonstrate our student’s aptitude and employability

We offer an opportunity to earn a nationally recognized IT Generalist

Apprenticeship credential from the United States Department of Labor

We are commitment to three-year wage growth monitoring for alumni to ensure COMMITMENT TO ALUMNI

they are growing in their roles

We provide ongoing professional development and career coaching for alumni interested in advance certifications

We have long-term, deep relationships with Fortune 500 and Tech companies CORPORATE ENGAGEMENT UNDERLINES EVERYTHING WE DO

who provide curriculum input, funding and employ many of our graduates

Exponential impact on individual and communities The improvement and potential in earnings help break the cycle of generational poverty many of our students would otherwise inherit

CALL TO ACTIONS There are many ways you can get involved in NPower. Mentor a Student or Alumna

Donate Your Time or Money to Advance Our Mission

Host an Intern or Hire a Graduate

Visit npower.org to Learn More

COMMUNICATIONS TOOLKIT

LAUNCHING TECH CAREERS. TRANSFORMING LIVES.

TOOLKIT ASSETS Easy to use handouts and templates help you tell the NPower story to raise awareness, attract partners and sponsors, and increase financial support.

COLLATERAL Use these one-pagers to accompany in-person meetings or attach to an outreach email. Click on the links below and download and attach to emails. (Sample email letters below).

DOCUMENT LINKS STRATEGIC PLAN PARTNERSHIP

USE CASE Overview of NPower’s mission and five-year strategic thrust Overview of NPower mission, proven model and corporate engagement partners

EMPLOYER TECH FUNDAMENTALS CYBERSECURITY CLOUD COMPUTING

Pitch the importance of building a diverse tech talent pipeline, business benefits and NPower alumni competencies for Tech Fundamentals (TF), Cybersecurity, Cloud Computing and Apprenticeship programs.

APPRENTICESHIP DEVELOPMENT SPONSORSHIP GALA

COMMUNICATIONS TOOLKIT

Program overview and need for new paradigm of support; targeting high net worth individuals Sponsor level options for support of NPower’s annual fall fundraiser.

LAUNCHING TECH CAREERS. TRANSFORMING LIVES.

OUTREACH EMAIL SAMPLES PARTNER PITCH This email is an introduction to NPower by current corporate partner. It can be modified to suit your specific level of engagement with NPower.

Dear

Today I’m writing to tell you about NPower, an organization that I am extremely proud to be a part of. NPower trains military veterans and young adults from underserved communities with the in-demand tech skills needed to succeed in our digital economy. They have graduated over 3,000 students in the past five years around the country with over 80% placed in career-track jobs. As a member of the [National Board], I am helping NPower build out critical skills and economic prosperity into communities that have been traditionally left out of the technology workforce. [Company X] has been a longtime supporter of NPower. From annual funding and gala sponsorship to internship hosting and hiring their graduates, we recognize how central partnership is to NPower’s success. Not only is NPower changing life trajectories for individuals from vulnerable communities, but they are also strengthening the overall competitiveness of U.S. businesses hamstrung by today’s limited pool of IT talent. I invite you to take a meeting with a representative from NPower to learn of the vital importance of their work and vast benefits your business and employees can reap through partnership. See partnership overview attached and learn more at www.npower.org.

Thank you for your consideration.

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LAUNCHING TECH CAREERS. TRANSFORMING LIVES.

FUNDRAISING (DONATION) This email is a straight donation ask. It should be targeted to an individual in your network that is already aware of NPower’s work. It can be modified to suit the specific details of your ask.

Dear

As you know I have been a member of the [National Board] of NPower for some time. I am writing you today to ask you to join me in helping NPower move their mission to the next level. NPower is a national nonprofit that trains military veterans and young adults from underserved communities with the in-demand tech skills needed to succeed in our digital economy. They have graduated over 3,000 students in the past five years around the country with over 80% placed in career-track jobs. In order to continue this important work, we need your help. I’m asking you to join me in donating to fuel NPower’s goal of placing 15,000 students in career-track jobs over the next five years. Donate now www.support.npower.org

Thank you, in advance, for your generous donation and being part of NPower’s future. P.S. Don’t forget about asking your company to match your donation.

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LAUNCHING TECH CAREERS. TRANSFORMING LIVES.

NPOWER GALA SPONSORSHIP This email was created for the 2018 Gala and will be updated for 2019 Gala.

Dear

NPower’s 17th Annual Gala will be held on Wednesday, October 24, 2018 at 583 Park Avenue, New York. Not only is this event an excellent opportunity to mingle and network with colleagues, it also serves as the annual fundraising event that supports NPower’s IT training program. The Gala marks an exciting moment for NPower as we launch our expanded efforts to create even more pathways to economic prosperity by launching technology careers across the country for young adults from underserved communities and military veterans. I am writing to extend a personal invitation to attend and support the event, and our on-going efforts, as a [Diamond Partner], (see attached). We are very excited to honor Don Callahan, Head of Operations & Technology, Citi and Ginni Rometty, Chairman, President and CEO, IBM. Both Don and Ginni are visionary leaders and innovative forces in the technology industry. We would greatly appreciate, and enjoy, celebrating this wonderful occasion with you and your colleagues. My fellow Gala Committee members include:

Vittorio Cretella, NPower Board Member Tony DeLisio, HPE Phil Guido, IBM Rich Greenbaum, Citi and NPower Board Member Mike Gregoire, CA Technologies and NPower Board Member Matt Horner, World Wide Technology, Gala Co-Chair and NPower Board Member Moira Kilcoyne, NPower Board Member Debra King, DuPont Ramana Murthy Magapu, Tata Consultancy Services and NPower Board Member Phyllis Post, Merck David Reilly, Bank of America, Gala Co-Chair and NPower Board Member Diane Schwarz, Textron and NPower Board Member I am attaching Gala information above and copying Binta Vann-Joseph of NPower, who can answer any questions you may have. I hope you can make the event on October 24th, when we can spend some time together outside of the work environment supporting a terrific cause.

COMMUNICATIONS TOOLKIT

LAUNCHING TECH CAREERS. TRANSFORMING LIVES.

EMAIL SIGNATURES Below are two examples of email signature you can use apply to your personal or professional email signatures (where appropriate). Signature Line of Text:

Join me in supporting NPower, a national charity that launches tech careers and transforms lives. Proud Board Member of NPower

Signature with Logo:

Proud Board Member

COMMUNICATIONS TOOLKIT

LAUNCHING TECH CAREERS. TRANSFORMING LIVES.

SOCIAL MEDIA We request that you follow NPower on your preferred social networking accounts. We have provided links to each platform and pre-written posts you can use to spread the word about our work. Moving forward you will receive emails with link to high profile posts you can like and share.

˜ LINKEDIN Follow NPower Inc. on LinkedIn so you can like and share future posts. Make sure you add NPower Inc. to your volunteer profile. It’s simple to do… STEP 1

Go to your LinkedIn profile

STEP 2

Click on the “Add profile section” and select “Volunteer experience”

STEP 3

In the open dialogue box, add “NPower Inc.”, your role and “Education” as the cause area

Sample Posts

Check out NPower’s free IT skills training to launch military veterans and young adults from underserved communities into career-track tech jobs. NPower is committed to changing lives. Learn more at www.npower.org

NPower’s FREE tech training programs is helping to fulfill the critical shortfall of tech talent in major companies expected to grow 77% by 2020 in the US. To solve this challenge, they have embarked on ambitious goal to place 15,000 students in tech careers by 2023, setting them on a path to economic prosperity. Learn more about this great organization at www.npower.org

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LAUNCHING TECH CAREERS. TRANSFORMING LIVES.

˜ FACEBOOK

Sample Posts

˜ TWITTER

Sample Posts

I support @NPowerOrg’s mission to create pathways to economic prosperity for veterans and young adults from underserved communities

Help someone you don’t know achieve a personal goal, donate time to a worthy cause, help someone less fortunate. Hire an @NPowerOrg graduate

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LAUNCHING TECH CAREERS. TRANSFORMING LIVES.

˜ INSTAGRAM

Follow us on Instagram so can like or repost our posts. Note posts on Instagram MUST include a photo. See photo options. Sample Posts

Join me in supporting @NPowerOrg’s mission to create pathways to economic prosperity for veterans and young adults from underserved communities.

By supporting @NPowerOrg you’re making a real impact on diversity hiring for IT positions across the country. Become a mentor today #NPowergrads #TechTalent

Photos for Instagram Click below for links to download photos by market. NEW YORK NEW JERSEY CALIFORNIA TEXAS MISSOURI MARYLAND YOUNG WOMEN (GENERAL)

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LAUNCHING TECH CAREERS. TRANSFORMING LIVES.

SPEECH / PRESENTATION ELEVATOR PITCH (SOCIAL IMPACT)

In this country, those who are born into a family living in poverty face the overwhelming odds of remaining in or near poverty for their entire lives. With a mission to train opportunity youth and veterans in a range of tech skills and place them in career-track jobs, NPower is in the business of disrupting the pattern of income immobility. Their free program prepares students with the competencies of an IT professional with one to two years of experience in as little as six months. This experience translates into soft and hard skills and ultimately higher wage jobs without the burden of college debt. NPower students see an average of over 100% increase in salary after graduation. Not only is NPower changing life trajectories for individuals from vulnerable communities, but they are also strengthening the overall competitiveness of U.S. businesses hamstrung by today’s limited pool of IT talent.

ELEVATOR PITCH (BUSINESS IMPACT)

Of the nearly 6 million jobs expected to require tech skills by 2020, labor statistics project a candidate pool of only 3.2 million. Additionally, too few young adults from underserved communities and veterans have the skills or access to launch successful careers in the digital economy. NPower serves as a bridge, preparing a diverse talent pipeline, meet the demands of the labor market, and changing life trajectories for those who need them the most. After completing NPower’s free 22-week program, and earning industry-recognized IT certifications, over 80% of graduates land career-track jobs or pursue a college degree. Their model is supported widely by corporations—like Amazon, Symantec, Citi, Bank of America—that shape curriculum, mentor students and hire graduates around the country. NPower is laser focused on pathways to economic prosperity for the vulnerable communities they serve, with the goal to place 15,000 students (on a path to serve 50,000) in tech careers and to improve 3-year wage growth for their alumni. The improvement in earnings and earnings potential helps to break the cycle of generational poverty many of their students would otherwise inherit.

COMMUNICATIONS TOOLKIT

LAUNCHING TECH CAREERS. TRANSFORMING LIVES.

STUDENT PROFILES We have a comprehensive database of student stories. There are three ways you can leverage a student success profile for use in your communications: 1. WEBSITE

Feel free to include this link to our “Meet Our Graduates” page in your communications. The content is updated once a quarter with a new profile (one from each region). This link will be updated when the new website launches in the fall. 2. EMAIL OUTREACH (SEE EMAIL OUTREACH LETTERS)

We have created a few student profiles that can easily be pasted into an email letter. If you are looking for something beyond what is available, please email marketing@npower.org and we can provide additional ones. 3. SOCIAL MEDIA POSTING (SEE SOCIAL MEDIA)

While we have created pre-sized images that can be posted to social media (see Instagram photo links), it is simpler to “Like” and “share” weekly posts on NPower’s social media platforms.

OTHER ASSETS NPOWER LOGO NPOWER REGIONAL MAP (POWERPOINT SLIDE) NPOWER PROGRAM MODEL (POWERPOINT SLIDE)

THANK YOU!!! We appreciate your willingness to help spread the word about NPower and our impact. Should you have any questions pertaining to this toolkit contact: Binta Vann-Joseph Vice President of Marketing Binta.Joseph@npower.org 212.444.7265

COMMUNICATIONS TOOLKIT