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A Year of Action and Impact A Year of Action and Impact NCLD ANNUAL REPORT 2013 What’s Inside At NCLD, we envision a society in which every individual possesses the academic, social and 04 From Our Leadership emotional skills needed to succeed in school, 06 Empower Parents at work and in life. 10 Transform Schools For more than 35 years, we’ve committed our 14 Create Policy and passion and expertise to make this vision a reality. Advocacy Impact We’ve helped improve millions of lives—by 18 Enable Young Adults empowering parents, helping to transform schools, 21 Looking Ahead to 2014 and advocating for families and children challenged by learning and attention issues. 22 Ensuring That Our Kids Count: Our Annual Benefit Our work is guided by the belief that better 24 The Year in Numbers academic, social and emotional outcomes for 26 Friends and Supporters individuals with learning and attention issues are directly linked to decisions and actions taken by the 29 Our Voluntary Boards most important people in their lives. 32 The NCLD Team This report tells the story of NCLD in 2013 and 33 Connecting to what we achieved to help people realize their power Change Lives to learn, to hope and to succeed. Copyright ©2014 National Center for Learning Disabilities, Inc. All Rights Reserved. 2013: A Year of Action and Impact As the year concluded, Informed activities were at all-time highs Guided 23,000 for NCLD. pediatricians Connected with 75,000 on signs of LD educators and families 1.9 on RTINetwork.org million Shared LD.org visitors information with Communicated with 257,000 monthly visitors 30,000 Facebook fans in the Mobilized year’s closing month Listened to 34,000 for legislative 37,000 action young adults through FriendsofQuinn.com NCLD ANNUAL REPORT 2013 3 CONTENTS From Our Leadership Dear Friends, At NCLD, we look back on an extraordinarily Our School Transformation initiative and policymakers—we navigated and helped productive year with gratitude to our partners produced a more targeted approach to shape rapid changes in our field. and supporters who worked with us to fulfill to engaging schools, districts and state As we look ahead, NCLD is poised for yet our mission. Our success is very much about departments of education through greater growth and impact. Our agenda is people—parents feeling heard and supported, collaborative action. Mentoring and strategic ambitious—launching a major initiative to teens ready for college or work, principals consulting focused on leaders to produce create a stronger parent advocacy network, taking schools to new heights and legislators systemic change that improves the entire significantly increasing our work with schools, understanding the impact of their decisions. public school community. furthering best practices, advocating for new We’re proud of all the NCLD team, volunteer In Public Policy and Advocacy, we again policy changes and taking action on what we boards and trusted advisors have done to successfully advanced critical policy learn from our research with young adults. advance the Strategic Plan adopted by the recommendations and advocated for changes Thank you for being part of this exciting Board in 2012 to achieve the measurable in laws. This year we intensified our efforts period of learning, growth and change. results you will read more about in this report. to mobilize parents, doubling the number We could not do it without you! A great deal has been accomplished to begin receiving alerts and reaching out to legislators. to fulfill the goals laid out in this three-year plan. While we have worked for many years to help Best regards, To Empower Parents—we listened and Young Adults with learning and attention we acted. Parents guided the reimagining issues advocate for themselves and their of LD.org leading us to create best-in-class peers, in 2013 NCLD committed to learning content and more than 350 new web products. much more about this age group. A major We significantly expanded social media research project began looking at the critical activities to reach more parents and connect transition period from high school to college them to vital information. The significant or work to help us assess what is needed to increase in visits and meaningful time spent on fill gaps so that our young people strengthen LD.org proved that what we did was working. their ability to succeed. We believe that empowering parents is the Most important this year, we came to a single most effective way to improve the greater appreciation of the importance of lives of children with learning and attention partnerships, understanding that collective issues. In the coming year, we will take that impact is far more powerful than what we can Frederic M. Poses James H. Wendorf understanding and commitment to parents to do alone. By working with others who care Chairman Executive Director much greater heights. Stay tuned. deeply about learning and attention issues— parents, other non-profits, schools, foundations NCLD ANNUAL REPORT 2013 4 CONTENTS Our Four Strategic Priorities 1 Empower Parents 2 Transform Schools 3 Create Policy and Advocacy Impact 4 Enable Young Adults Each aims to ensure success for individuals 60 million people, 1 in 5, including By expanding our reach, we can be with learning and attention issues. They 10 million children, struggle with learning more responsive to a rapidly changing work together to connect parents and others and attention issues. Our 2012 Strategic educational landscape and impact millions with resources, guidance and support; Plan laid out a broader mission for NCLD to more individuals, changing the trajectory deliver evidence-based tools, resources address the needs of the more than one in five of their lives and their families, schools and and professional development to educators children, adolescents and adults impacted by communities. to improve student outcomes; develop learning and attention issues—in school, at policies and engage advocates to strengthen home, in the community and in the workplace. educational rights and opportunities; and While NCLD had always met the needs of the better understand the aspirations and needs learning disabilities community, we recognized of young adults. the chance to serve a much larger community. Individuals with a formally identified learning disability represent 5% of the population, those with unidentified learning and attention issues represent another 15%. NCLD ANNUAL REPORT 2013 5 CONTENTS LEVERAGING TECHNOLOGY TO Empower Parents This year NCLD expanded its outreach to parents to encompass a wider range of learning and attention issues— through LD.org and a very proactive social media initiative. We created a more engaging site that drew in a larger national network of parents and conducted campaigns to empower and mobilize them. Our goals were met and exceeded; LD.org experienced unprecedented growth. NCLD ANNUAL REPORT 2013 6 CONTENTS THE SINGLE MOST IMPORTANT REASON This incredible growth happened because we increased our reach and deepened our of actions on a number of fronts—as we: A lot can happen impact is a simple one—we listened to parents. They are our best feedback loop. LD.org’s Embarked on a complete redesign of in one year and it popularity increased by more effectively the site—a new architecture and browser- addressing their concerns, better defining personalized content by age and stage for did on LD.org audiences and areas of interest, creating the issues facing parents in a child’s journey multiple touch points and best-in-class content. Concentrated on creating the highest 1.9 million What we did worked—parents came back to quality content that most resonates for the site in much bigger numbers and stayed parents and makes them feel empowered LD.ORG VISITORS (UP 80%) longer. They were more fully engaged. Visits and ready to take action to the site rose some 80%; monthly visits Surveyed the community through LD.org doubled year over year. comments, email and social media Applied SEO practices to find out what 1.8 million resources parents are searching for and how they came to a particular site NEW VISITORS (UP 78%) Significantly increased social media activity to better understand issues and help parents find us more easily 843,198 Engaged new nationwide networks of parent bloggers who kept us up to date on RETURNING VISITORS the latest insights and connected parents to (UP 178%) each other and with thousands of professionals. NCLD ANNUAL REPORT 2013 7 CONTENTS We asked, we listened, we responded. LD.org relied on parents and their understanding of what they needed for their child’s journey. And so in 2013, LD.org introduced To keep the dialogue going and to remain more than 350 new products with more current on parent concerns, we accelerated approachable content in bite-size, digestible our social media activity on Facebook, pieces including downloadable e-books, YouTube and other sites. Here’s what we did: videos, monthly quizzes and podcasts. via earned media, Google Produced video “101s” to lay out basics Promoted LD.org ads, Facebook ads on critical subjects such as dysgraphia, executive functioning, dyslexia and more Began work with partners like Huffington Post and Univision Published “50 Questions About LD,” an expert-reviewed and popular collection Increased Facebook fans annually from 4,990 of parent questions to 46,092 and daily active users from 749 to 25,000 » View at LD.org/50questions Started year at 1,200 Twitter followers, closed at 5,000 Created IEP (Individualized Education Conducted weekly Twitter #LDchat with Program) tools targeted to parent concerns over 100,000 participants in facilitated offering a place for them to gather content and discussion an IEP Roadmap as a visual guide to the process Expanded blogger outreach with influential parents as advisors and increased NCLD » View at LD.org/iepheadquarters awareness among relevant online communities NCLD ANNUAL REPORT 2013 8 CONTENTS And parents liked what we did.
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