1. Creating a new story about smaller housing associations

2. TREE TYPE FRUIT BRANCHES TRUNK ROOTS Geography or issue
Success measures
BRANCHES
Steps for success
TRUNK
Key decision makers
ROOTS
Mutual self-interest

3. The fruit is what the tree produces, it represents
The outcomes you want – the fruit of the labour.
So what are you trying to achieve through your
Influencing work? That might be a particular policy
Outcome, investment for specific purpose or
Strengthening relationships in a tangible way.
The more specific you can be the better.
These should be smart objectives.
SPECIFIC
MEASURABLE
ASSIGNABLE
REALISTIC
TIME RELATED

4. More respect and self respect for what we do

5. Ban ‘only’ ‘smalls’ ‘just’

6. Impact of smaller organisations is clear and out there

7. We see the impact on local communities, families and individuals – we are loved,

8. We are the choice – we are good because of our size

9. WHO ARE YOU TRYING TO INFLUENCE?
Example for national government
Ourselves
Planners in local authorities
Local politicians
General Public
Current and future tenants
Lenders
Big associations
The concentric circles represent the
relationships that, together, make up the
focus of your influencing work.
Those at the centre are the most powerful,
becoming increasingly less influential as
you move towards the bark.

10. Identifying who is good at telling stories not necessarily CEO
Get best stories ready Talk to people you want to influence Meet with tenants to understand, get stories tell the stories Review current plans – communications audit

11. Add Title Here
Add text here

12. Add Title Here
Add text here

13. Add Title Here
Add text here

14. Add Title Here
Add text here

15. Place text here
The branches link the tree
to its fruity – they
represent the actions that
will help you achieve the
outcomes you want.
Place text here

16. Place text here
The branches link the tree
to its fruity – they
represent the actions that
will help you achieve the
outcomes you want.
Place text here

17. Place text here
The branches link the tree
to its fruity – they
represent the actions that
will help you achieve the
outcomes you want.
Place text here