From Access to Inclusion: Educating Clients

This paper showcases details of Women's World Banking's (WWB) engagements pioneering new models of financial education to improve knowledge, attitudes, and practices. WWB uses mass media, outreach by branch staff, and interactive materials which have the potential to increase asset building and economic security among women by helping them better utilize their resources. Key lessons from these engagements include:

• Financial institutions should view every interaction between a client and a bank as an opportunity to reinforce basic messages;
• Entrants to the TV market to provide education should partner with established media programs to leverage their reach and expertise and share development and production costs. This will result in higher efficiency;
• Target moments when the client is most open to receiving information. On the mass level, include popular TV or radio shows, and for individual interactions, a visual ATM guide can be the medium of choice;
• Call to action should be explicit and relevant. This can be done by re-broadcasting TV/radio shows, and by repackaging relevant clips for use in branches, financial education classes, social media, and event;
• Rigorous evaluation can help identify components that are working; and provide opportunities to make adjustments for future initiatives.