East Bay Coalition for the Homeless - Roger Williams University

EBCAP Board Responses: Again, message B (homelessness does not discriminate + focus on independence) was ranked
as “most effective” by more respondents. In contrast to the EBCH board responses, here message A (homelessness
statistics) was ranked as the next potentially effective message – thought some ranked it last. Message C (Homelessness
can happen to anyone) garnered an equal number of #1 and #2 rankings. Message D (identifying the homeless
as people one might know + the independence focus) had the most #3 and #4 rankings.
Overall, board member responses suggest that a message that helps break the stereotype of a homeless person and that
also emphasizes the EBCH focus on helping families become independent would be the best message.
B. Are there other messages that would be more effective
EBCH Board Responses: EBCH board members’ comments advocated a “short and sweet” approach, using superlative
words and strong visual language. Some added that it would be important to highlight the reality of job loss and the
fact that homelessness can affect anyone, not just a homeless stereotype. Respondents also indicated that it is important
to emphasize that the EBCH is a hand up, not a hand out, and include phrases such as “we need your help.”
Members also felt that including a statistic in the message could be very powerful.
EBCAP Board Responses: EBCAP board respondents tended to suggest that a combination of all the suggested messages
would be a good approach. One board member suggested referencing the housing and foreclosure crisis. Another
respondent wrote that the suggested messages were too dramatic and vague and felt that highlighting specific
cases or statistics would be more effective.
60