By Terri Ferinde, Ed.D., Partner
For the first time, we can see the youth fields workforce more clearly—across geography, job type, age, background, and more.
The Power of Us Workforce Survey is a landmark moment: a first-of-its-kind, cross-sector snapshot of the people who support young people beyond the school day. With over 10,000 professionals and volunteers participating, we now have rich data to understand who makes up this workforce, what brings them to the field, and what they need to thrive.
Led by the American Institutes for Research, in partnership with National Institute on Out-of-School Time (NIOST), Collaborative Communications Group and hundreds of organizations and champions nationwide, and supported by The Wallace Foundation , this effort reflects the strength of collaboration—and the power of purpose.
At Collaborative, we were honored to lead the national communications campaign that helped bring this workforce into view.
Our Role: Strategy and Storytelling at Scale
The mission was clear: invite thousands of people in diverse roles and settings—afterschool programs, arts-based nonprofits, community centers, mentoring organizations, housing services, and more—to not only take a survey, but to see themselves as part of a larger movement.
Our campaign strategy unfolded over 18 months in five distinct phases:
Spring 2022 – Laying the Foundation
We developed campaign branding, outreach materials, and digital ads, then showed up at key events like the NAA Convention and Beyond School Hours to begin building excitement. At each stop, we invited people to take a photo and share a quote about why they are a youth serving professional.
Summer 2022 – Cultivating Champions
The partners—led by Rebecca Goldberg—launched the Power of Us Champions strategy hosting office hours, sending targeted emails, and empowering local and national advocates to activate their networks.
Fall 2022 – Amplifying the Momentum
A coordinated Tweetstorm and expanded paid social campaign helped flood the field with opportunities to participate. We introduced the Power Pledge to motivate organizations to boost response rates.
Winter 2022–23 – Sustaining Engagement
We kept the drumbeat going with newsletter placements, blog posts, and a fresh push of paid promotion. Communications toolkits and visual content made it easy for partners to spread the word.
Spring 2023 – Final Push
We closed strong with one more Tweetstorm, local stipends to support outreach, and continued collaboration with field leaders to elevate visibility.
At the heart of the campaign were real people—those who volunteered their stories and their faces to help others recognize themselves in the call to action. The result wasn’t just a high response rate. It was a deep sense of belonging.
Turning Insight Into Impact: Design and Data Visualization
After the researchers at the American Institutes for Research completed the deep work of analyzing the data and developing the final report, we rejoined the effort—this time to help bring the findings to life. Our team at Collaborative partnered once again with AIR to design a set of visually engaging, easy-to-digest materials. From a reader-friendly report layout to simple one-page data snapshots, our goal was to make the insights not only clear, but usable—for practitioners, policymakers, funders, and champions in every corner of the youth fields.
The Power Behind the Power
We want to extend sincere thanks to every individual and organization who contributed—from local champions who hosted storytelling events to national partners who shared the survey far and wide.
We’re proud that this effort not only delivered data, but also affirmed identity, built connection, and lifted the field.
What’s Next?
The Power of Us survey is just the beginning. Now that we have a clear picture, the next phase is about meaning-making: engaging with the data, sharing stories, and continuing conversations about how to strengthen support for those who support youth.
At Collaborative, we remain committed to amplifying those voices and helping the field turn insight into action.
Follow our LinkedIn series as we share data stories, participant voices, and reflections from the field.
#PowerOfUs #YouthDevelopment #YouthFieldsWorkforce #CollaborativeCommunications #StorytellingInAction
