Issuu

STRATEGIC PLAN

ACTIVATE A MOVEMENT STRONGER TOGETHER STRONGER TOGETHER

GAMECHA ANGERS ACTIVATE A M MOVEMENT

GAMECHANGERS

2024 - 2029

The sum of qualities that defines a person. It’s goodness in action.

CHARACTER

On behalf of the Character.org Board of Directors, I am excited to share our 5-year Strategic Plan, which reflects extensive work by our board members, staff, and consultants to better understand our context and opportunities to amplify character in our society. We embarked with the aspiration to identify breakthrough insights that would transform our organization and the field of character development. During our eight months of discussions, we kept returning to one core question: "How do we elevate the importance of character?"

Guided by insights that emerged, we have identified four key goals that will guide our work and the character field into the future. We acknowledge that our aspirations are bold and new for our organization. We also recognize that to achieve our mission to activate American society to the importance of character, we need to transform our organization and once again lead the way.

We know we cannot drive the character movement forward alone. We must convene partners, funders, and key supporters to bring out the goodness in everyone and reinvigorate a movement. We are excited by the opportunity to return character to the forefront of our national dialogue in our homes, communities, schools, and workplaces.

Dr. Arthur Schwartz, President Character.org.

WHO WE ARE OUR MISSION

To activate the appreciation of character throughout American society

OUR VISION

Character is valued and seen as essential for a more ethical, civic-minded, and caring nation

WHAT WE BELIEVE COMMITMENT COURAGE

TEAMWORK GRATITUDE

COMMITMENT

We are dedicated to activating a movement that awakens the "spark of goodness" inside all people.

We trust that together, we are stronger, and we freely share our strengths and weaknesses with each other.

TEAMWORK

GRATITUDE

We believe an "attitude of gratitude" sweetens even the smallest moments.

WHAT WE VALUE RESPECT RESPONSIBILITY GRIT

HONESTY

Our Word Is Our Bond

Character begins with being honest with ourselves and each other. Living in truth changes who we attract, every decision we make, and how we experience everything.

We Treat Others As Worthy

Character is often defined by how we treat others, especially those we disagree with, compete with, or who are from different backgrounds and cultures. When we start with respect anything is possible.

Our Legacy Is Our Work

Character requires taking personal responsibility for ourselves while leaving the world a little better for the next generation and honoring those who came before us.

We Stay The Course

Character is a lifelong process of discovering who we are as we become our best selves. From 5 to 85, we are always developing our character in everything we think and do.

JOIN US

OUR GOALS

CONTENT CREATOR

ETHICS & INTEGRITY

REIMAGINE SCHOOLS

INCUBATE & INNOVATE

We believe that through these four goals, we can activate a movement that transforms the nation, leaving a better America for future generations.

CONTENT CREATOR

Overview: Lead the character field in amplifying universal character strengths and character-inspired stories across traditional and social media to invigorate American society. This content will include video, print, social, and paid media (e.g., short and longform videos, social media postings, animated and documentarytype productions, podcasts, and other forms of media). Culturechanging campaigns like “This is your brain on drugs” and “Just do it” are a rallying cry combined with a call to action to cultural creatives to activate the movement through writing, music, art, and video production to be shared through us and by them through all media outlets. We believe that collectively, creatives can change the culture. Key Insight: Key thought leaders, major funders, and leading organizations in the character field need a strong voice and visible advocate who can get the "message out” and be the “tip of the spear.”

BIG AUDACOUS GOAL

NATIONAL CAMPAIGN

We will create, produce, and launch a national campaign that rebrands character and how the nation values it.

BIG AUDACOUS GOAL

SUPERBOWL COMMERCIAL

We will create, produce, and broadcast a Super Bowl commercial promoting character by the end of our five-year plan, which reaches 200 million people worldwide.

OVERVIEW: Stakeholder feedback indicates that the character field, and the term character itself, need to be refreshed and made more tangible, specific, and relatable to the general public. We strongly believe there is an opportunity to refresh and incubate innovation that increases the relevance of character strengths in public thinking and discourse— specifically focusing on the character strengths of ethics, honesty, and integrity.

KEY INSIGHT: This goal is a natural evolution of Character.org’s long-standing relationship with The School for Ethical Education and provides a unique opportunity to sustain the work and legacy of John Winthrop Wright, SEE’s founding donor and benefactor.

BIG AUDACOUS GOAL LEADERSHIP ACADEMY

We will create a viral video campaign through our Leadership Academy Influencer initiative that gets over 1 million views on social media

BIG AUDACOUS GOAL

LAWS OF LIFE CONTEST

We will get one million students to participate by the 40th Anniversary of the Laws Of Life contest in 2027

OVERVIEW: The National Schools of Character program (NSOC) is Character.org's most visible and well-known initiative, but it needs clear positioning, branding, and investment to expand scale, visibility, and impact.

KEY INSIGHT: While participating schools have experienced a strong, positive impact from participating in NSOC, the program needs to be more broadly known.

BIG AUDACOUS GOAL

SOC's IN ALL 50 STATES

While there are over one thousand Schools of Character, serving over 3 million students, we will expand the program to include all 50 states at the end of five years.

BIG AUDACOUS GOAL

PERSONAL FRAMEWORK

While our 11 Principles Framework has successfully transformed institutions, we will create and promote a new framework for transforming the individual student called the 5 C's.

OVERVIEW: Launch an incubation and innovation center that will set the agenda for new areas of research, learning, and practicing character strengths.

KEY INSIGHT: Stakeholders shared that the field is graying in terms of its experts and leaders and needs to develop the next generation of thinkers and innovators who can create and disseminate new character-centered knowledge and approaches.

POTENTIAL AREAS OF INCUBATION: Potential areas of exploration of the intersection of character strengths and mental health, social media, sports, parenting, and workplace.