Using Asset Framing to Uplift The People You Serve

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Using Asset Framing to Uplift The People You Serve

“You can’t lift people up by putting them down.”- Trabian Shorters

As marketers, we are called to explain how products and services solve problems. All too often, however, people are cast as the problem. Especially in the nonprofit and philanthropy sectors, we often lead with someone’s worst day, highlighting their deficits rather than focusing on their hopes, dreams, and the barriers they face.

In doing so, we have inadvertently trained nonprofits to communicate in ways that reinforce stereotypes and, over time, may cause harm by suggesting that change is not possible.

In this webinar, we’ll explore Asset Framing, a cognitive skill with powerful applications for communications professionals. Developed by social entrepreneur Trabian Shorters, Asset Framing encourages us to think, write, and speak differently to effectively motivate others to invest in people and transformative change.

You’ll see real-world examples—before and after Asset Framing—and leave with a framework you can use to improve quality of life for your clients, colleagues, and in your personal relationships and daily life.

About The Speaker

Kitty Julian is the chief marketing officer for United Way of Southwestern Pennsylvania and brings more than 30 years of experience in communication and advocacy roles across education, the arts, philanthropy and girls’ and women’s leadership. In her role at United Way, Kitty works to enhance the organization’s profile in the region, ensuring the community fully appreciates the exceptional value of donating to United Way.

Prior to joining United Way, Kitty served as director of communications at The Pittsburgh Foundation, where she wrote and amplified the stories of donors, grantees and staff through various media channels. She also served as marketing and communications director for The Ellis School, earning a CASE Gold Award for Institutional Branding in 2015. Her previous roles include director of marketing and communications for Carnegie Museums of Art and Natural History, leading a young adult audience development initiative for the University of Pittsburgh’s PITT ARTS program, serving as communications director for the Wilkinsburg School District and PR and marketing associate for The Pittsburgh Zoo.

Kitty holds a Bachelor of Arts in communication and liberal arts from Rowan University. In her spare time, she plays on an over 30 women’s soccer team and is camp director for the DFC Football Club. She previously volunteered on the editorial advisory board for “Kidsburgh,” a publication of NEXTPittsburgh and the marketing advisory committee for The Pittsburgh Cultural Trust. She lives with her daughter and husband in Lawrenceville.