Creating a Shared Narrative for a Complex Field

A funder collaborative builds unity and capacity to promote a powerful array of career training and education programs.

Nearly 50 members of the Pathways and Workforce Funders Group came together around the belief that high-quality education and training programs equip people to build vibrant, long-term careers. Next, this diverse group of funders needed a shared narrative to spark interest among learners and parents—and strengthen employer demand for these credentials.

Our research uncovered a powerful and surprising insight: Contrary to initial assumptions, stigma wasn’t the main barrier to people enrolling in these programs. Access was.

7 in 10

people found pathways programs as appealing as a bachelor's degree

Rather than trying to counter the idea that college is the best option, the new narrative tells a powerful story of career education and training programs as a practical, empowering way for people to move toward the future they want, connecting them to a range of options and showing how they can build a lifetime of meaningful work. 

“The quality of the end product, and its ability to be useful right away, was so refreshing.”  —Pathways and Workforce Funders Group member

Awareness

was the #1 barrier to enrollment—not stigma or lack of interest.

Interested in creating a shared narrative for your issue? We’d love to talk with you! info@hattaway.com