While The Tow Foundation, based in Connecticut, provides grants that revolve around issues like juvenile justice, child advocacy, life skills and more, the foundation’s executives see communication as a linchpin – no matter the initiative. And in Tow’s case, communication is frequently up close and personal – at meetings, conferences and while simply observing grantees at work.

Emily Tow Jackson, Tow’s president, and her staff, including Diane Sierpina, senior program officer, espouse an evergreen approach to communication: they show up in person at every possible opportunity to meet with and monitor grantees.

“Most of our grants,” says Emily, “are in Connecticut so we can interact with grantees regularly. We do have a reporting process, of course, but being there is the best way to observe the results of our grants.

Tow’s emphasis on communications begins before grants are even made. According to Emily, “We have a specific question on our application related to the potential grantee’s communications strategy.

“We specially ask about their advocacy,” says Emily, “and by advocacy we mean being part of statewide and national networks, testifying at legislatures, and reaching out to family members.”
           
Keeping Score: The Tow Toolbox in Essential Communication

• Prominent on the home page of The Tow Foundation, alongside the About Us tab, is a tab called “Outcome Stories.” It takes readers to specific stories and anecdotes about the foundation’s work -- documenting Tow’s investments and specifics about the outcomes.
• The main thrust of the home page, says, Emily, is “to talk about positive outcomes. That’s the message we’re trying to get across. People want to know about good results. They inspire continuing community support,” according to Diane. ”We are constantly sending out email alerts about success”. And grantees are advised to do the same . Read More
• Tow believes its annual printed brochure has high memory and reference value. Containing data on the cost/benefit of reform and positive trends, as well as detailed information about grantees, it is sent to foundation colleagues, nonprofit partners, legislators, state employees, school superintendents, municipal officials, police chefs and other stakeholders.  Tow  encourages grantees to be vocal and initiate meetings with all these parties.
•  “We have hosted lunches,” says Emily, “and other programs for grantees where we bring them together with experts on media, advocacy and other issues to advise them on telling their stories more effectively.” Tow has also provided grantees with copies of “Forces For Good” (Leslie Crutchfield and Heather McLeod Grant – John Wiley & Sons) – a book that shows how nonprofits can become more effective by adopting strategies such as complementing direct service with advocacy, engaging individuals to advance your mission, and developing good business practices.
• On Social Media Outlook- The foundation, says Emily, has discussed the use of social media; she notes that most grantees have websites, and a few are developing Facebook pages and Twitter accounts. Some, she says, have been leaders in those areas.

One grantee that has an extremely active Facebook presence, says Emily, is Waterbury Youth Service Systems, which constantly updates its lively page.
           
While Tow has considered an online forum for grantees as a way of making connections among them, Emily says, “You can’t just do something like that and leave it alone. You have to have somebody minding the shop. When we do it, we want to do it right.”

 Editor’s note: In a future column we will cover Tow’s leading role as an advocate in the juvenile  justice area. Meanwhile, visit www.towfoundation.org. Harvey Chipkin