Military Saves The Campaign

Military Saves Based on CFC model

• What is the CFC model?

CFC Model

• Project Officers in every unit (at least 1 per 50 people)• 100 % Ask• Goal Setting• Competition• Kick off Rallies• Target Account Strategies• Leadership Breakfasts• Personalized Correspondence• Recognition Items• Leadership enrolling in a public way• Evaluation• Celebrate Successes• Keep the Campaign Alive all year• Publicity/Marketing

Key to Success

• Installation Commander Involvement

4

Campaign Success: Necessary Players

Key to Success

• Volunteers to Run the Campaign• Recruiting:

– Need people to POC the Campaign– Policy letter tasking personnel or directing

people to run campaign– A lot of success with “Voluntolds”

• These are the people who get personally involved and change their lives

6

Campaign Impact

7

Campaign: Leadership Dynamics

9

Campaign Strategies

• Maintain the Campaign Momentum – most campaigns take years to succeed

• Emphasize negative for attention-getting and positive to change behavior

• Grow strength of social norm• Integrate efforts with other groups (co-branding)• Develop relevant and powerful motivational

messages• Work nationally and locally• Tailor campaign to audience and behavior change

goal

Campaign: Strategies in Action

• Strategy: Maintain the Campaign Momentum– Tactic: Annual “America Saves Week”

• Started in 2007• Participation Increases Each Year

11

America Saves Week

• Yearly reminders to assess your savings status• Act to improve• When you act, act automatically-through

automatic savings

Campaign: Strategies in Action• Sites, Posters, Strategy: Emphasize

negative to get attention and positive to change behavior with

• Tactics: Newsletters, Pamphlets, Web

“The transmission goes out on your car. Your child gets sick, and your spouse has to stay home with the child. All of a sudden,

not only are you not making your regular deposits to savings, but you’re up to your eyeballs in high cost debt, wondering how

you’re ever going to dig your way out.”

“The transmission goes out on your car. Your child gets sick, and your spouse has to stay home with the child. All of a sudden,

not only are you not making your regular deposits to savings, but you’re up to your eyeballs in high cost debt, wondering how

you’re ever going to dig your way out.”

“That’s what an emergency fund is for. After all, you may not be able to predict what’s going to go wrong, but you can be pretty sure that eventually something will. An emergency fund gives you a financial cushion that helps you avoid the worry and expense that comes with taking on debt.”

“That’s what an emergency fund is for. After all, you may not be able to predict what’s going to go wrong, but you can be pretty sure that eventually something will. An emergency fund gives you a financial cushion that helps you avoid the worry and expense that comes with taking on debt.”

Campaign: Strategies in Action

• Strategy: Grow the strength of the social norm – Tactic: Saver Scoreboards

Campaign: Strategies in Action

• Strategy: Integrate and coordinate efforts with other groups – Tactic: Partnerships with nonprofit,

corporate, and government groups, MWR, AAFES, on base banks, and credit unions

Campaign Success: Player Integration

Campaign: Strategies in Action

• Strategy: Develop powerful, relevant and motivational messages– Tactics: Pamphlets, Web Sites, Posters

• Slogan: “You can build wealth.”• Other Examples:

– “You don’t have to be rich, you just have to plan.”– “You can save a quarter, anything, as long as you

save.”– “I want to live with my parents for the next 30 years.”– “Are you savings ready?”

Campaign: Strategies in Action

• Strategy: Work both nationally and locally– Tactic: Grassroots Community Outreach

• Organizing saving fairs (similar to health fairs)• Encouraging financial educators to encourage

wealth development and enroll savers• Persuading schools to adopt or improve asset

development curriculum• Monthly “savers” meetings (they compared

these to AA meetings)

Activity Ideas for Local Use• Place America Saves Week articles in

newsletters/newspapers, get civilian media coverage• Host motivational workshops• Declare a goal of new savings accounts opened,

dollars to be saved• Promote Saving at Tax Time, hold EITC workshops

and promote tax preparation program sites while encouraging Saver enrollment –divert money into savings

• Organize local Money Fairs at the base library

18

Activity Ideas for Local Use

• Set up America Saves Week display/area for reading/research and Web access to saving, debt reduction, and wealth building

• Encourage enrollment as a Saver at information desks or reception areas

• Hold contests/activities targeted to youth on saving and wealth building

• Send emails installation wide• Place a link to America Saves Week and Military

Saves website internal network • Add Military Saves messages to a daily

communication bulletin

19

Campaign: Strategies in Action

• Strategy: Tailor your campaign to your audience and behavior change goal – Tactic: Different cultures between the

services—figure out what works

Campaign: Evaluation

• After the Saver Drive we’ll look for feedback on the following:– What was your target audience?– How did you promote the week?– Which resources did you use?– Estimate how many people you reached– What were your most successful activities?

Military Saves Week Website

• For campaign resources:http://www.militarysaves.org

22

End Result: Behavior Change

Questions?