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50th Anniversary Toolkit
July 2011
Dear Campaign Leaders,
The Combined Federal Campaign (CFC) Foundation is proud to present you with this CFC 50th Anniversary
Toolkit. This product was developed in partnership among the U.S. Office of Personnel Management’s (OPM)
Office of CFC Operations, the National CFC Committee, and Vanguard Communications to support your efforts
at publicizing the great work done by Federal employees via their charity and volunteerism. Vanguard is helping
the National Committee and OPM to cultivate media at the national level, while you use local communications
channels to further advance the CFC message.
If you haven’t done much media in your campaign, the Toolkit gives you “how-to” resources to cover many
outreach opportunities and provides a great way to prioritize and properly allocate resources. We realize that you
cannot do everything; however, now is the perfect time for you to think about your message and the many ways it
can be customized and disseminated for consumption during the fall 2011 campaign.
As the channels of communication continue to expand, remember to include social media outlets in your mix.
While we recognize that many government agencies restrict personal use of these channels during the business
day, Federal employees of all ages use these for personal communications. Plus, these Federal departments and
agencies recognize the value of these channels and are using social media in appropriate ways to spread their
messages to constituents.
Here’s what you need to do next: Work with your campaign team and the volunteers within Federal installations
and offices to decide what messages will resonate in your market. Then, focus on the dissemination of those
messages through newspapers, Web sites—including video-sharing and social media sites—and other relevant
channels.
We appreciate everything that you and your team are doing to make this 50th Anniversary campaign the most
successful in CFC history.
With appreciation,
Kalman Stein
[email protected]
Chair, CFC Foundation
President and CEO, Earth Share
About the Combined Federal Campaign’s 50th Anniversary ................................................................................. 1
Overview ....................................................................................................................................................................................... 1
Looking Forward .......................................................................................................................................................................... 2
How to Use the Toolkit ...........................................................................................................................................3
50th Anniversary Theme and Key Message Points ................................................................................................4
Outreach Opportunities .........................................................................................................................................5
Media outreach ............................................................................................................................................................................. 5
Community outreach ................................................................................................................................................................... 5
Outreach principles ..................................................................................................................................................................... 6
Media Outreach Tips .............................................................................................................................................8
Why reach out to the media? .................................................................................................................................................... 8
Learn the media landscape ....................................................................................................................................................... 8
Build relationships with reporters ............................................................................................................................................ 8
When and when not to call ........................................................................................................................................................ 9
What to expect when you call ................................................................................................................................................... 9
Pitching the media ..................................................................................................................................................................... 10
Outreach opportunities ..............................................................................................................................................................11
Outreach ideas ............................................................................................................................................................................11
Social Media Outreach Tips ................................................................................................................................. 13
Why use social media? ............................................................................................................................................................. 13
Social media platforms ............................................................................................................................................................. 14
Social media tools ..................................................................................................................................................................... 19
Community Outreach Tips ...................................................................................................................................25
Why is community outreach important? ............................................................................................................................... 25
The benefits of getting out there ............................................................................................................................................ 25
Know your community .............................................................................................................................................................. 26
Engaging community partners ............................................................................................................................................... 26
Community outreach ideas ..................................................................................................................................................... 27
Planning an event ...................................................................................................................................................................... 28
Event planning checklist ........................................................................................................................................................... 29
Outreach Tools .....................................................................................................................................................31
Press release .............................................................................................................................................................................. 31
Op-ed ............................................................................................................................................................................................ 33
Drop-in article.............................................................................................................................................................................. 34
Radio PSAs.................................................................................................................................................................................. 35
Poster ............................................................................................................................................................................................ 36
Appendices: Sample Outreach Tools ...................................................................................................................37
Appendix A: Sample press release........................................................................................................................................ 37
Appendix B: Sample op-ed....................................................................................................................................................... 39
Appendix C: Sample drop-in article....................................................................................................................................... 41
Appendix D: Sample radio PSA.............................................................................................................................................. 43
Appendix E: Sample poster...................................................................................................................................................... 44
Endnotes ..............................................................................................................................................................45
About the Combined Federal
Campaign’s 50th Anniversary
Overview
The Combined Federal Campaign (CFC) is the world’s largest and most
successful annual workplace charity campaign, with more than 200 CFC
campaigns across the U.S. and internationally that help raise millions of dollars
each year. The mission of the CFC is to promote and support philanthropy
through a program that is employee-focused, cost-efficient, and effective in
providing all Federal employees the opportunity to improve the quality of life
for all. By providing and expanding a range of donation options for Federal
employees to make meaningful differences in the world, the CFC has helped
raise more than $6 billion since donor contributions began being tracked in 1964.
As one of the most efficient and effective channels for philanthropic giving, the
CFC has also given Federal employees an accountable, flexible way to donate to
the charities of their choice.
The 50th anniversary is a tremendous opportunity for the CFC to reflect on its
accomplishments and significant impact over the last 50 years; to celebrate the
compassion, selflessness, and sense of responsibility of the Federal worker;
and to reinvigorate the fundraising efforts of the CFC by capitalizing on new
opportunities and preparing for potential challenges over the next 50 years.
Looking Forward
Today, there are new options for philanthropic giving, such as online fundraising
drives and mobile campaigns, which increasingly compete for donors’ dollars.
But, as giving methods change with time and advances in technology, the CFC
will continue to evolve to meet donors where they are, while maintaining the
core mission that has driven the success of the Campaign since its inception.
Increasingly, CFC campaigns in the United States and internationally are starting
to utilize new electronic giving options for Federal employees that will allow them
unprecedented control and access in managing their CFC donations throughout
the year.
As the CFC moves into its next 50 years, outreach efforts will aim to increase
participation by emphasizing the accomplishments and impact of the CFC, the
benefits of donating through the CFC, and the reasons why younger Federal
donors should use the CFC for philanthropic giving. In addition to marking a
significant milestone in the CFC’s history, the 50th anniversary also provides a
chance to engage new and current CFC volunteers in promotion and outreach
activities.
There is no better time than during the 50th anniversary year to build a strong
sense of pride and a renewed sense of commitment among Federal employees to
200 CFC campaigns.
This 50th anniversary toolkit provides with all of the valuable information, tactics,
and tips CFC campaigns can use to spread the good word. Good luck!
2
How to Use the Toolkit
There are many ways to get involved in and support the CFC’s 50th
anniversary outreach efforts, from placing a story in your local newspaper
to creating a public service announcement (PSA) to holding an event that
highlights the considerable impact CFC has had in your community and
beyond. Chances are, you or your CFC campaign won’t have the time or
resources to utilize all of the tools included in this toolkit, so be strategic
about what you want to accomplish and who you want to reach. Above all,
be realistic about what you can take on and the outcomes you desire.
The toolkit is organized into three main sections: 1) Outreach
Opportunities; 2) Outreach Tips; and 3) Outreach Tools. Each provides
background on how to select the right outreach strategy, as well as general
information on the tools at your disposal, such as a press release template,
drop-in article template, and a sample live-read radio PSA script.
The templates are customizable; you can use as much or as little of them
as you choose in your efforts to reach key audiences and the community.
For example, tailoring a press release with information and data specific
to your CFC campaign and/or community makes it much more relevant
and newsworthy for the local media. Remember, however, to reinforce the
key CFC 50th anniversary message points (see page 4) in order to ensure
a consistent voice with other CFC campaigns and supporters across the
country who are using these tools in their outreach.
3
50th Anniversary Theme and
Key Message Points
As you reach out to your key audiences about the importance of the CFC and
the significance of the 50th anniversary, we hope you’ll emphasize the message
points below. Stating these facts again and again will make it easier for people to
remember and believe them, and will support the fact that the CFC is one of the
most successful and impactful philanthropic programs in history.
Single Overriding Communications Objective
The Single Overriding Communications Objective—or “SOCO”—identifies the
core messaging behind communications efforts. This is the organizing message
that all other messages should work to support. For the 50th anniversary, CFC’s
SOCO is:
The commitment and generosity of Federal workers has made the Combined
Federal Campaign one of the most successful and impactful philanthropic
programs in history.
Supporting Message Points
•
Over the last 50 years, Federal workers have donated more than $6
billion to the Combined Federal Campaign, making them one of the most
powerful philanthropic forces in the world.
•
The Combined Federal Campaign continues to expand opportunities
for all Federal workers, regardless of their socioeconomic status, to
make meaningful differences in the world by providing a broad range of
donation options.
•
4
As one of the most effective and efficient channels for philanthropic
giving, the Combined Federal Campaign includes a huge variety of
local, national, and international causes and gives Federal workers an
accountable, flexible way to donate to the charities of their choice.
Outreach Opportunities
When it comes to getting the word out about the CFC, there are many
opportunities to boost public awareness and educate audiences in your
community. But first, you have to identify who those audiences are to ensure
strategic and effective communications.
If you want the community to learn about the importance of the CFC and the
impact it has locally, then consider a media push to your local newspaper,
television, radio, and other community-based media. If you want to spread the
word about the wide range of charities that Federal employees can donate to
through the CFC, you may want to put together a fair, similar to a job fair, where
Federal employees can browse and talk to representatives from various charities.
Once you’ve identified your audience(s), it’s time to get the word out.
Media Outreach
Identify and Understand
Your Audience
Ask yourself:
★★ Whose knowledge, attitudes,
and behaviors must be
changed (or informed) in order
for you to achieve your goal?
★★ What do they know now about
the CFC? What would you like
them to know?
★★ How do they like to receive
information?
★★ Where do they congregate?
The media are a crucial conduit for getting the word out to your key audience(s)
about the vital role the CFC plays in helping make a difference in your community,
across the country, and around the globe. Reaching out to newspapers, radio
stations, and other local outlets is often the most effective means of delivering
your message on a large scale to your desired audiences. Making meaningful
connections with key reporters on topics relevant to the CFC and Federal
employees can pay off time and time again. Media can include magazines,
newspapers, television and radio stations, and online news and blogs.
Community Outreach
Community outreach is the practice of conducting public awareness activities
through targeted interaction and is designed to educate the public about a
particular issue, such as the 50th anniversary of the CFC. A “community” can be
a state, county, city, neighborhood, reservation, university, faith-based group, or,
in your case, the Federal employee community. Reaching the community can be
achieved through placing posters in public places, submitting a drop-in article to a
local newsletter, or staging a 50th anniversary celebration or information
fair featuring CFC supporters, volunteers, and representatives from CFCapproved charities.
5
Outreach Opportunities
Outreach Principles
Stick to It!
Keep It Simple
Once you’ve presented your message, don’t be afraid to repeat it, and repeat
it often. You may feel like you are not answering a question directly or perhaps
even boasting, but for Federal employees and the community at large to truly
gain an appreciation for the CFC, it’s important to state these messages over and
over again. The audience(s) you’re addressing may ask you questions that take
you away from the point you are trying to make, so it is important to deal with
questions while staying on message.
Whether you are reaching out to the media, your community, or Federal workers,
the success of your efforts depends on identifying and sticking to a specific
overriding message or theme. Once you determine your message, resist the
temptation to add to it, since doing so will dilute its clarity and power.
Transitional phrases come in handy when reporters, community members, or
other audiences veer the conversation away from the goal of the CFC and the 50th
anniversary. When this happens, simply use a transitional phrase to get back to
your message.
Getting your point across can be challenging because those you are
communicating with may have a very different perspective than you do. But
saying what you mean and saying it often is the most effective way to achieve
your goal. The following principles should help you communicate better.
Refer to the key message points listed on page 4 and identify one or two that will
best resonate with your audience. For example, will your audience care about
how the CFC includes a huge variety of local, national, and international causes
and gives Federal workers an accountable, flexible way to donate to the charities
of their choice? Perhaps, but they may be more likely to care about how the CFC
continues to expand opportunities for all Federal workers to make meaningful
differences in the world by providing a broad range of donation options.
Make Your Point
The bottom line in any of your messaging must be that the CFC is one of the
most successful and impactful philanthropic programs in history, and continues
to expand opportunities for all Federal workers to make meaningful differences
in the world by providing a range of donation options. As one of the most efficient
and effective channels for philanthropic giving, the CFC includes a huge variety
of local, national, and international causes and gives Federal employees an
accountable, flexible way to donate to the charities of their choice. To capture the
attention of local audiences, you can spotlight a local charity or local chapter of a
national charity that has greatly benefited from the money raised by the CFC. You
can also tie the role that the CFC plays to current topics in the national
news arena, such as anniversaries of national tragedies and fundraising for
natural disasters.
6
Outreach Opportunities
Transitional Phrases
★★ The real issue is…
★★ But just as important is…
★★ Let me explain…
★★ But equally important…
★★ It’s important to tell your
viewers/readers/listeners)…
★★ You know, I think it’s equally
important to know…
★★ I’m also frequently asked…
★★ We might be overlooking…
★★ A common concern is…
Be Timely and Unique
While your ultimate goal may be to promote the CFC and the 50th anniversary,
it is unlikely that a reporter will respond to a “pitch” that simply announces the
50th anniversary and provides a general overview of the CFC. Instead, suggest a
unique local angle or use national headlines to make the story more appealing to
the reporter. Educate yourself about the topics the reporter or newspaper covers,
and find a way to integrate your CFC message. A reporter will appreciate that you
want to provide relevant content for the publication and not just advance your
own agenda.
★★ You can go a step further…
★★ I’m proud to be able to tell
you…
★★ Let me give you the facts…
★★ You should also know that…
Integrate Social Media
The strategic use of social media is becoming an increasingly necessary
component of an outreach campaign. News is no longer generated exclusively by
traditional media outlets, and anyone with Web access can use social networking
sites, micro-blogs, and video-sharing sites. Social media tools allow CFC
campaigns, supporters, and volunteers to initiate stories that become news, as
well as share breaking news, information, and opinions.
A more detailed explanation of social media and how it can benefit your outreach
is discussed on page 13. Tips, ideas, and suggestions to make the most of
today’s social media tools are incorporated throughout this toolkit.
7
Media Outreach Tips
Why Reach Out to the Media?
The media take the lead in educating and informing the public on important
issues that affect the community, and as such are in a prime position to raise
awareness about the 50th anniversary and the critical role the CFC plays in
improving the quality of life here in America and around the world. However,
competition for the media’s attention is strong, so your messages and approach
must rise above the rest. Remind yourself and those who are helping with your
media outreach efforts that you have a compelling story to tell—the CFC is
one of the most successful and impactful philanthropic programs in history that
continues to expand opportunities and provide a broad range of donation options
for all Federal employees to make meaningful differences in the world.
Learn the Media Landscape
To effectively compete for media attention and make the news, you must
be a regular consumer of the news. Learn about the main sources of news
and information in your community. For example, are there one or two daily
newspapers? Are there Federal employee, community, or ethnic publications? Is
there a television news station in your city or town, or is it located several towns
away? Does the radio news feature interviews with local personalities? As you
consider the media options in your community, think about those that would be
the best suited to report about the value of the CFC and the significant impact it
has on the local community.
To obtain media coverage about the work of the CFC in your community, you
can request, or “pitch,” feature stories, drop-in articles, calendar items for CFC
campaign events, op-ed articles, letters to the editor, and blog entries.
Build Relationships with Reporters
It’s important to identify reporters that cover philanthropy, Federal programs,
and related topics. Take note of how they cover these topics. Do they focus on
a specific element of philanthropy or particular types of causes? Do they cover
specific Federal programs and initiatives? Who do they consider to be local
experts? Is their coverage positive, negative, or neutral? Before reaching out,
read their last 10 stories so you fully understand their approach to the issue. The
more you learn about relevant reporters in your community, the more prepared
you’ll be to tailor your CFC messages and capture their interest.
Your outreach to reporters will be most effective—whether you target print,
online, or broadcast reporters—if you work to develop a relationship with them
and always keep their needs in mind. Before you contact a reporter with an “ask,”
8
introduce yourself and your CFC campaign as a local resource on issues related
to philanthropy. Sometimes, the best way to establish a relationship is by helping
reporters get their jobs done without asking for anything in return.
Keep in mind that most reporters are bombarded daily with story ideas and
have tight deadlines. So before launching into your pitch, ask if the reporter is on
deadline. If he or she is, ask when will be a better time to reach them. This simple
question shows you respect their work and their time, and starts to build a positive
relationship. When they express interest in your story idea, ask them about specific
deadlines and requirements for their story. For example, the focus of a TV story is
visual, so providing footage or creating opportunities for the station to film a CFC
event or interview an individual(s) in the community who has benefited from the
money raised by the CFC is important. Similarly, a radio piece would likely rely
on a pre-taped or live interview with your spokesperson or an individual(s) in the
community who has benefited from the money raised by the CFC.
When and When Not to Call
If you are reaching out to daily news reporters, your best chances of catching
them at their desk with a minute or two to talk is during the first half of the day.
Reporters are likely to be rushed no matter what time of day you call, but in the
late afternoon most reporters are racing to meet their deadlines for the next day’s
edition. They will always let you know whether your story is something they might
be interested in, and you should not hesitate to ask if there is a good time for
them to speak with you in further detail.
Similarly, if you are reaching out to a morning radio talk show, call the host or the
host’s representative after the show has aired but before they leave for the day,
which for most stations means between mid-morning and early afternoon.
Feel free to inquire about your contact’s preferred manner of communication
(phone or email) as well. Usually, calls are best when you’re following up on an
important story or breaking news. If it’s something that can wait, your ideas will be
better received by email.
What to Expect When You Call
Newsrooms are extremely fast-paced—especially television and radio stations.
You may have to try numerous times to get through to a reporter, and you may
be told to try back another time. You might also get someone on the phone
that seems rushed and might be short with you. Don’t be afraid to be persistent
until you get through to someone, but always make sure that you’re calling with
something newsworthy.
9
Media Outreach Tips
Preparing for Interviews
When asking your spokesperson
if he/she would like to participate
in an interview with the media,
let him or her know whether the
interview will be for a television,
print, online, or radio outlet. If
it’s for a broadcast interview,
will it be live or taped? If it
is for television or video, like
YouTube, will your spokesperson
be required to travel to a studio,
or will the segment be taped
on-site? If it is for a bilingual,
multi-lingual, or non-English
language media outlet, do they
require spokespersons to speak in
their language?
Don’t hesitate to ask reporters for
the questions that will be asked
of your spokesperson in advance.
They don’t always comply, but
often you can get a good idea
of the types of questions your
spokesperson should be
prepared for.
10
You can reach out to several reporters at an outlet, but only if you’ve tried multiple
times to contact the first reporter or that reporter declined the opportunity.
Reaching out to several reporters at the same outlet with the same story is
frowned upon.
Pitching the Media
When pitching the media, be sure to:
• Be brief—Before making the call, narrow your message down to a brief
sentence or two. Tell reporters who you are, where you are calling from,
and that you are contacting them with an opportunity for a story. It is
essential that you can convey in just a few minutes why this story matters
to their audience and why it should be covered now.
•
Be creative—No story has just one angle. Consider the various
perspectives and elements of philanthropy and charitable giving that a
reporter could use to cover the story. Keep in mind the kinds of stories
the reporter often writes and try to fit your story into their mold.
•
Be persistent—If one reporter cannot cover your story, another reporter
may. If a features reporter is not interested in covering the human-interest
side of your story, a business reporter may be interested in covering your
CFC campaign’s financial impact locally during tough economic times.
Persistence pays.
•
Be compelling—Stories of the contributions of real Federal employees
helping real people in the community are powerful. They illustrate
the critical role of the CFC and provide the human-interest angle that
reporters love.
Media Outreach Tips
•
Be quotable—Reporters are always in search of compelling quotes to
bring their stories to life. Think about the best way to describe how the
CFC and local Federal employees contribute to your community and
prepare some short sentences for your spokespersons in advance of their
interviews.
•
Be appreciative—It is not a reporter’s job to make you or your CFC
campaign happy, but reporters do appreciate praise when they’ve done
their job well. Write a note or make a quick phone call to pass along your
appreciation for their coverage. But remember, thanking reporters for
doing their job isn’t appropriate. It’s better to recognize and comment on a
job well done.
•
Be patient—Highlighting the CFC and its 50th anniversary is important,
but it might not be the right fit for a media outlet at the time. If your pitch
is declined, thank the reporter for taking your call and be sure to follow up
with future story ideas.
Outreach Opportunities
Contact the reporters you know whenever your CFC campaign has news about
upcoming CFC events or any time a Federal employee or group of Federal
employees take part in a CFC activity that illustrates their value to the community.
This will strengthen your relationship with reporters and will help the public
see the many ways that the CFC is helping to advance a spirit of service and
generosity in the community and beyond.
Outreach Ideas
•
Be prepared—When you offer a spokesperson your story, be sure that
the person is willing and ready to talk to a reporter, understands the
overall outreach goal, and is prepared with the appropriate messages.
Not everyone gets the local paper or watches the evening news. Involving likeminded organizations in your media outreach efforts can help energize potential
partners and stakeholders about your local outreach efforts.
•
Be convincing—Use compelling data about the success and impact
of the CFC in your media materials when speaking to reporters. For
example, reporters will be more likely to believe messages about costeffectiveness if you present them with the latest figures showing that
more of each Federal employee’s dollar goes to support the cause of their
choice when donating through the CFC.
Many organizations involved in philanthropy and Federal issues have Web sites,
newsletters, social networking sites, and other communication channels to reach
their audiences. Some examples are:
• Government agencies;
• Community and neighborhood associations;
• Churches, synagogues, and other faith-based organizations;
• Civic organizations;
• Local businesses; and
• Libraries.
11
Media Outreach Tips
Social Media Outreach Tips
Prove Your Point
It is important to support your press materials and statements to reporters with
facts. Several resources are available on both the CFC Web site (http://www.opm.
gov/cfc) and the CFC Foundation’s Web site (http://www.cfctoday.org).
Some of these resources include:
• Fact sheets
• Donor resources
• FAQs
• Local campaign locator
Why Use Social Media?
While Twitter, Facebook, and blogs may be relatively new tools, the concept of social
media is not. Social media has been going on for centuries (yes, centuries!), although
instead of using Internet- and mobile-based tools, people used “word of mouth.”
Today, Internet-and mobile-based applications give people the ability to send out
messages rapidly—and to millions of people. In fact, the number of people who
access and share information via the Internet continues to increase sharply. As a
result, the media is now seeking breaking news through social media tools on a
regular basis.
So why not use social media channels to celebrate the 50th anniversary and the
Federal worker?
In every area of outreach—whether to media outlets or to the community directly—
CFC campaigns, supporters, and volunteers will benefit from considering how they
can use social media components to amplify the CFC’s 50th anniversary message,
engage younger Federal workers and other new potential donors, and reenergize
the current donor base.
Building and Engaging a Community
As the use of social media continues to rise, organizations across the nation and
around the world­—the CFC included—are identifying ways to use social media to
reach their target audiences and advance their cause.
Social media is beneficial in that it allows you to:
• Reach a large number of people through one medium;
• Educate Federal employees and the community at large about the 50th
anniversary and the CFC;
• Offer up-to-the-minute coverage of what’s happening in your CFC
campaign and community;
• Create awareness about the 50th anniversary and your CFC campaign
events;
• Build communities of supporters who can help share your 50th
anniversary messages;
• Offer younger Federal workers a sense of community where they can
hang out virtually;
• Engage supporters and volunteers with the pillars of the CFC and the 50th
anniversary; and
• Showcase the successes of your CFC campaign and the personal stories
of individuals who have directly benefited from the money your campaign
has raised.
12
13
Social Media Outreach Tips
Social Media Outreach Tips
Using Social Media To Reach Your Audience
Facebook
Social and traditional media have a lot in common. They need to:
• Support a program’s overall communication goals;
• Communicate specific messages to intended audiences;
• Be easily accessible to (and easily found by) intended audiences;
• Be strategic and well-planned; and
• Be evaluated to gauge effectiveness.
Ages of American Users
7%
0 - 17
12%
18 - 24
25 - 34
Social media platforms have the following unique advantages over traditional media.
• Cost-efficiency–While there may be some start-up costs associated
with going online, there is little difference in cost to reach 10 people or
10 million people. However, unlike traditional media, there are frequently
ongoing costs to maintain a presence.
• Easily updatable–Once you print and distribute a brochure, you can’t
collect them all, update the information, and redistribute them. You can,
however, keep online media up-to-the-minute.
• Interactivity–Online users can easily respond to and interact directly
with each other in real time. This is not just a benefit of social media; it is
becoming a necessity.
•
•
•
•
•
14
Users create profiles with information about themselves and establish a
network by “adding friends.”
Users upload photos and videos, install applications to their profiles,
utilize email, blog (through the “Notes” function), create and invite people
to events, create and join groups, become fans of pages, and interact
with their network by commenting on other profiles, pictures, and pages.
Organizations, companies, politicians, and causes create “fan pages” to
organize grassroots support and disseminate information.
The Facebook “News Feed” is a real-time display of updates of prominent
friends within a user’s network. Users can customize this feed to display
information about friends they want to see “more” or “less” of.
The core user interface and template cannot be modified.
26%
55 - 64
8%
65 or more
2%
0%
20%
40%
60%
80%
100%
60%
80%
100%
Income of American Users
12%
$0 - 24,999
$25,000 - $49,000
32%
$50,000 - $74,999
32%
12%
$75,000 -$99,999
7%
$100,000 - $149,999
4%
$150,000 or more
Social Media Platforms
How does Facebook work?
21%
45 - 54
Despite these advantages, social media should be thought of as one piece of a
communications plan. It should not constitute the entire communications effort.
Facebook—Friend-based social network
24%
34 - 44
0%
20%
40%
Who uses Facebook?
•
•
•
•
•
•
•
•
Facebook recently became the second most visited Web site in the U.S.1
Facebook boasts more than 400 million users worldwide.2
Facebook offers translations of its site into more than 70 languages.
70 percent of users are outside of the United States.
Average user has 130 friends and spends more than 55 minutes each
day on Facebook.
All types of organizations have embraced Facebook, including large
corporations, small businesses, nonprofit organizations, and advocacy
groups.
The average user is 38 years old, and 57 percent of users are over the
age of 35.3
Among American users, 55 percent are female, 44 percent make less
than $50K/year, and 79 percent have completed some college.4
15
Social Media Outreach Tips
Why would I use Facebook?
•
•
•
•
•
More and more people get their information from Facebook and not the
Web at large. Facebook aims to replace Web searches with content
recommendations from friends.
To organize at the grassroots level to boost event attendance, increase
issue awareness, generate discussion, or generate action around a
cause.
To provide users with content they can easily share with friends, family,
colleagues, and other contacts.
To network with other members.
To drive traffic to your Web site and other social networks. Facebook has
become one of the top traffic referral sites in the world.
Social Media Outreach Tips
•
•
•
Twitter
Ages of American Users
•
•
•
•
•
11%
18 - 24
25 - 34
30%
34 - 44
27%
45 - 54
How does Twitter work?
•
4%
0 - 17
Twitter—Micro-blogging service
•
Average user is 39 years old.5
Among American users, 52 percent are female, 50 percent make less than
$50K/year, and 86 percent have completed some college.6
Ninth most popular Web site in the United States.7
18%
55 - 64
Users create profiles with a brief biography about themselves or their
organization, as well as an image and a username (maximum of 15
characters).
Users publish messages with a maximum of 140 characters; these
messages comprise a user’s “feed.” Messages often include links to
other Web sites.
Users follow one another’s feeds for updates from each other.
Users address messages to one another using the “@” symbol in front of
a username. This format creates a hyperlink to a user’s profile.
Messages often contain “hashtags,” which serve to categorize posts by
subject matter. Hashtags are generated by users.
Twitter updates in real time. Many users make use of external software—
or “clients”–to make Twitter more accessible. Popular clients include
TweetDeck and HootSuite.
Users can customize their Twitter page’s background, but not the core
functionality of the site.
8%
65 or more
2%
0%
20%
40%
60%
80%
100%
60%
80%
100%
Income of American Users
16%
$0 - 24,999
34%
$25,000 - $49,000
22%
$50,000 - $74,999
15%
$75,000 -$99,999
8%
$100,000 - $149,999
5%
$150,000 or more
0%
20%
40%
Who uses Twitter?
•
•
•
•
16
Journalists and bloggers.
Tech-savvy and highly networked individuals.
Marketers, businesses, celebrities, and personalities who use the
network to send messages related to their brand, product, or area
of expertise.
News organizations, who have begun using Twitter for breaking
news updates.
Why would I use Twitter?
•
•
•
To disseminate unfiltered information in a public forum where it can be
accessed and re-published by other users.
To communicate directly with other Twitter members.
To provide journalists, bloggers, and influentials with primary information
about you or your organization.
17
Social Media Outreach Tips
•
•
•
•
To monitor ongoing conversations about particular topics.
To provide coverage of events as they happen.
To drive traffic to your Web site and other social networking properties.
To manage crisis communications via real-time updates.
YouTube, Vimeo, Flickr, Picasa—
Multimedia hosting and sharing sites
How do these sites work?
•
•
•
•
•
•
•
•
•
These sites serve as hosts for multimedia content such as video and
pictures.
Users create accounts that enable them to upload and share multimedia
content.
Users frequently can upload a photo to represent them on the site, as
well as fill out basic identifying information about themselves or their
organization.
YouTube allows customization of your “Channel”—the page that hosts
your video content—to manipulate the design.
These sites frequently have basic accounts that can be used free
of charge, and expert or “pro” accounts that require some form of
validation–either in the form of popularity on the site or by paying a usage
fee.
With permission from the content owner, users can easily comment on,
share, and embed multimedia content hosted on these sites.
Content is organized through tags affixed to the content by the account
that owns it; these tags help other users find content on the sites.
Groups with similar interests use these sites to organize discussions and
feedback centered around a given topic, such as a type of photography or
video production.
These sites often have specific features that can benefit nonprofits, such
as YouTube’s advertising options for nonprofit organizations.
Who uses these sites?
•
•
•
•
18
Almost everyone; multimedia hosting sites have become very popular on
the Web.
Web sites and blogs frequently draw their multimedia content from these
sites to avoid developing their own content or paying hosting fees, which
can prove expensive.
These sites skew slightly toward a male audience.8
Generally, users tend to be more educated than the average population.
Social Media Outreach Tips
Why would I use them?
•
•
•
•
To host multimedia content such as photos or videos that can be used on
your Web site or social networks.
To easily share multimedia content with fans and supporters.
To generate and analyze feedback on multimedia content.
To improve search engine optimization by providing links back to your
Web site.
Social Media Tools
To get started, here are some ideas for using social media in your 50th
anniversary outreach efforts:
Build and strengthen your Facebook presence. Like so many organizations,
local and regional CFC campaigns across the country are on Facebook. If your
campaign is already on Facebook, be sure to post the CFC’s 50th anniversary
messages, promote CFC events, and make CFC-related announcements on
your wall. You can also create a 50th anniversary tab on your Facebook page and
feature more detailed information about it, as well as share stories of individuals
in the community who have benefitted from the money raised by your campaign.
If your campaign isn’t on Facebook, visit Facebook’s homepage and click on
“Help” to find out how to get started. Be sure and take a look at how other CFC
campaigns are utilizing Facebook to communicate with their supporters. Always
remember to link back to your CFC campaign’s Web site, if you have one, for
more information.
Ask your CFC supporters and approved charitable organizations to show
their support for the 50th anniversary on Facebook. Facebook is a great place
to ask partners and supporters of the CFC to show their support publicly. Ask them
to replace their profile picture or avatar with a 50th anniversary-branded image,
which is available for download at http://www.cfctoday.org, or ask them to dedicate
their profile status in support of the 50th anniversary. You also can ask partners and
supporters to use the CFC 50th anniversary Twitter avatar the same way.
Post Facebook status updates and notes. Similar to a blog, Facebook
status updates and notes allow you to share your thoughts with friends through
written entries. They also give you the ability to tag your friends and alert them
to your new post and, once they read your update or note, your friends can
leave comments, “like” your post, and spark a larger discussion. Be sure to post
updates and notes that support the 50th anniversary SOCO and key supporting
messages. Also, make sure to thank your supporters by posting messages of
appreciation throughout the campaign giving season.
19
Social Media Outreach Tips
Organize a contest on Facebook. Organize a friendly contest on Facebook
for individual donors and/or donor agencies. This is a sure way to capture the
attention of new potential donors as well as get your current donor base more
involved in the 50th anniversary. A contest for individual donors could focus on
who can create the most creative and effective 50th anniversary promotional
video. Any compelling videos that are collected can be featured on your
campaign’s Facebook page and/or Web site, and, with a little editing, can be
used to create a powerful video montage promoting the CFC in your community.
A contest for donor agencies could focus on which one can increase their
donor participation levels the most in the 50th anniversary year. The winner of
the competition(s) could receive a small prize from a supporting community
organization/partner.
Circulate a badge for Facebook. Circulate the 50th anniversary badge
provided by the CFC Foundation to your donors and supporters using Facebook,
encouraging them to show their support for the 50th anniversary and create a sense
of community and pride. To upload the badge to your Facebook profiles, visit
http://www.cfctoday.org.
Encourage a day of awareness on Facebook. Encourage donors to have a day
on which they dedicate their Facebook profile to the 50th anniversary. On this day,
ask them to post messages about why they donate to the CFC and why the 50th
anniversary is important to them. You can also ask them to post messages that
serve as a call to action and encourage other Federal workers to donate. This is
sure to build awareness and spark discussion about the importance of the CFC
and the 50th anniversary. Also, any compelling stories or testimonials that are
collected can be featured on your campaign’s Facebook page and/or Web site.
Build and strengthen your Twitter presence. When it comes to social media,
Twitter is pretty special in that it allows you to tune into and participate in millions
of conversations at once. It’s also a hot spot for reporters looking to catch the
latest scoop. To get started, visit http://www.twitter.com to sign up. If you’re
already on Twitter, try using tools like Twitterfeed or Tweetdeck to pull different
blog feeds in or pump your tweets out to other sites like Facebook.
Spread the word on Twitter. Find ways that you can become a part of the dialog
around philanthropic work so that you can promote information about the CFC
and the 50th anniversary to an audience that is paying attention to these issues.
Visit http://www.twazzup.com to find out who is already talking about philanthropy
on Twitter and what hashtags—words started with the # symbol, used to
aggregate conversations on Twitter—they are using. Be sure to include those
hashtags and your tweet will be part of that stream of conversation.
20
Social Media Outreach Tips
Consider tweeting about:
• Upcoming CFC events;
• How the CFC has had a positive impact on the community;
• The many donation options available to Federal employees through the
CFC;
• testimonials from Federal employees about why they donate to the CFC;
• communities, organizations, and professionals that can help to make a
difference; and
• blogs, articles, and new studies regarding the CFC and philanthropy in
general.
Develop customized Twitter messages, or Tweets. Tweets—or messages
developed for Twitter—have special language, symbols, and etiquette that
differentiate them from other digital media messages. In addition to their 140
character limit, tweets use hashtags, retweets, addresses, and direct messages
to specific users. These tools help make Twitter more useful and engaging by
facilitating the spread of information on the network.
Note that all of these Twitter conventions (hashtags, retweets, and addresses) also
contribute to your 140 character limit. Many tweets also make use of Web-based
URL-shortening services, such as bit.ly (http://bit.ly), to create a shorter version of a
URL that will fit in a tweet without taking up as much space as a typical URL. Users
can create bit.ly accounts that allow them to track the number of users that click on
a given link and store all of this information in a central location.
Examples of hashtags:
Account: Greenpeace (www.twitter.com/greenpeace)
• 10 more things you can do to reduce your oil consumption - our
supporters’ suggestions http://bit.ly/9WlZ3X #oilspill
Examples of retweets:
Account: Washington Post (www.twitter.com/washingtonpost)
• RT @reliablesource Chef Jose Andres takes octopus off menu in
honor of psychic octo Paul’s Spain win prediction. http://wapo.st/
dtSXmu
Examples of Twitter addresses:
Account: CNN (www.twitter.com/CNN)
• A TV first: CNN & Philippe Cousteau is going live beneath the oil in t
he Gulf at 11a ET. Follow @DonLemonCNN @AmberLyon @JeniCNN
for updates
Account: Barack Obama (www.twitter.com/barackobama)
• @HHSGov chief technology officer Todd Park and @CraigNewmark are
hosting a Twitter chat about HealthCare.gov at @HealthCareGov now.
21
Social Media Outreach Tips
Examples of how these tools are used in tandem:
Account: Live Nation (www.twitter.com/livenation)
• RT @SPINmagazine: Get tickets to @KISSofficial: “The Hottest Tour
on Earth” from @LiveNation: http://su.pr/2WX1ze #spnsr
Account: Centers for Disease Control (www.twitter.com/cdcgov)
• RT @CDC_eHealth Don’t delay. Early bird registration for Health
Comm, Mktg, and Media Conf closes 6/30. Go to http://is.gd/d8YPh
#hcmm10
Account: American Psychological Association Help Center
(www.twitter.com/apahelpcenter)
• Tips for Talking to Children & Youth About the Oil Spill Disaster [PDF] |
http://bit.ly/c6rtpg - (from @samhsagov) #oilspill
Account: Galvin Electricity Initiative (www.twitter.com/perfectpower)
• #FollowFriday thanks retweeters! @lgiandomenico @dr_smartgrid
@wearevotingyes @johnmknight
Circulate a Facebook profile image, Twitter avatar, and Twibbon. Circulate
the 50th anniversary Facebook Profile Image, Twitter Avatar and Twibbon
provided by the CFC Foundation to your partners and supporters using
Facebook, Twitter, or your other outreach channels encouraging them to show
their support for the 50th anniversary and asking others to participate in the
largest workplace giving campaign in the world. To upload the Facebook profile
image, Twitter avatar, and Twibbon to your Twitter or Facebook profiles, visit
http://www.cfctoday.org.
Create a YouTube video. Video is engaging and spreads virally faster than
anything else. It also is a way for you to be the face of your CFC campaign in a
small way that will impact all that watch it. Plus YouTube allows customization of
your “Channel.”
Consider filming a short (less than 2-minute) video about the 50th anniversary—
feel free to add humor while still getting your message across. You can add:
•
•
•
•
22
Stories of individuals who have directly benefitted from the money raised
by your CFC campaign (with permission only);
Footage of your CFC campaign volunteers talking about the program
(with permission only);
Photographs of CFC campaign events; and
Messages from some of the charities that Federal employees can donate
to through the more than 200 CFC campaigns worldwide.
Social Media Outreach Tips
Take photos and videos and post them on Flickr. Document your CFC
campaign events and share the photos online using Flickr. Flickr is an imageand video-hosting Web site that allows you to upload your pictures and videos to
share with the Flickr community. Additionally, you can invite colleagues, friends,
and the media to review and use your pictures. Visit http://www.flickr.com to sign
up. When you share a photo, be sure to tag it with the name of your campaign.
Post comments on articles and blog posts. Comments are the new “letters to
the editor.” Right beneath an article or blog post, you can immediately post a few
sentences that indicate your opinion about the piece.
Because many people get their news online now and want to share their opinions
about the news they are reading, most major news outlets and blogs provide
an option to comment on their online Web content. Engaging individuals on the
CFC’s 50 years of success and its significant impact on charitable giving is a
great way to position the CFC as an efficient, effective, and secure channel for
Federal employees to donate to the charities of their choice.
When posting comments, consider these questions:
• What points in the article do you endorse?
• Which points would you like to see elaborated upon?
• Was there anything incorrect or misleading in the article?
Start a blog or post to an existing blog. A blog is a powerful outlet for you
to share your thoughts on the CFC, why the 50th anniversary is important, and
how the CFC continues to expand opportunities for Federal workers to make
meaningful differences in their communities and worldwide.
You can also pitch content to existing blogs. To do so, contact other bloggers
to see if they would be willing to either post your CFC information, or, better yet,
author some original content about the CFC and the 50th anniversary. You can
search for blogs that discuss philanthropy or find other out of the ordinary outlets
for your information.
Distribute the CFC banner ad. The 50th anniversary banner ad is a graphic
image that supporters and approved charities can post to their Web site to help
promote their connection to the CFC. Ask organizations to link back to your
campaign’s Web site or Facebook page to help raise awareness about the CFC
and the 50th anniversary. You also can purchase advertising space for the banner
ad on community Web sites —visit http://www.projectwonderful.com for ideas
about paid online advertising.
As you reach out to partners and other organizations requesting that your banner
ad be featured on their Web sites, it is important to let them know the size or your
ad. Several sample ads are available for download at http://www.cfctoday.org.
23
Community Outreach Tips
CFC Social Media Tools
Visit http://www.cfctoday.org to download these tools:
•
•
•
•
•
Badge
Banner ads
Facebook profile image
Twitter avatar
Twibbon (A Twibbon is a ribbon that goes on your Twitter picture to
support a worthy cause.)
Why is Community Outreach Important?
The general goal of community outreach is to extend education and awareness to
the community. Federal workers are not only part of the CFC but are an important
part of the greater community as well. Outreach activities give you a chance to
elevate awareness of the contributions Federal workers have made through the
CFC and the importance of the 50th anniversary on a local level.
There are many ways throughout the year to educate Federal workers and the
public about the value of the CFC by demonstrating that value through service.
Every act of community outreach, great or small, is also an act of education; by
serving those around you, you are urging people to understand and recognize
the important role the CFC plays in the community. Giving back to the community
also has the potential to attract media attention.
The Benefits of Getting Out There
Taking the time to host or join community events around the 50th anniversary or
the year-round work of the CFC gives you the opportunity to educate and establish
relationships with Federal workers, charities, and the greater community.
Consider the benefits of reaching out in your community:
People need to know how the CFC benefits the community and the various
donation options the CFC makes available to all Federal employees. Oneon-one interaction is the most effective form of communication. Connecting with
people on a personal level can help them better understand that the breadth
of the CFC campaigns allows for all levels of donations. The more you interact
with people and allow opportunities for real conversations, the better they will
understand that workplace giving can fit into their budget.
Connecting with the community shows that you are part of that community.
Connecting with Federal workers, charities, and the greater community can
happen in many ways, but once you’re out there they will know more about you
and the valuable contributions the CFC can make to the community.
Building relationships in the community helps to build trust. By connecting
with Federal workers in your community, they will better understand the value of
donating directly to the CFC as opposed to a third-party fundraiser. Participating
in local work-related events, providing reporters with the resources they need
for stories, and contributing to online conversations are just a few examples of
ways you can elevate awareness about the role of the CFC as one of the most
successful philanthropic programs in history.
24
25
Community Outreach Tips
Know Your Community
When planning an outreach activity, make sure you have a specific focus. While
you may want to host a general information session about the CFC, it may be
better to concentrate on a population, such as young Federal employees, on
whom you can have the greatest impact.
The more you know about what is happening with Federal workers and the
community at large and what their needs are, the more successful your community
outreach will be.
Engaging Community Partners
Partnering with local organizations in your community is a valuable investment of
your time, especially when you consider the needs of the people you’re trying to
reach. For example, if your goal is to reach spouses of Federal employees, you
may consider partnering with an organization that provides daycare services to
distribute materials about the importance and value of workplace giving.
Partnering with organizations can help you:
• Learn more about the issues that affect people where you live;
• Make connections in your community; and
• Demonstrate how Federal employees can make a difference in the world.
When you reach out to people in your community to partner for local events,
workshops, or other activities, consider the following:
Create an “Action Team” to help identify and engage partners. Partnership
outreach can be a time-consuming task. Your colleagues also may have
connections in the community that can help you expand the reach of your
partnership efforts or they may have creative ideas about new ways to engage
community organizations. When you enlist volunteer support, however, be sure to
assign each person with a specific job so that your efforts are streamlined and no
one has taken on more than they can handle.
Get creative! Consider unlikely partners. While other Federal government
partners may seem like an obvious choice to get the word out about the CFC and
the 50th anniversary, consider where and how the people you’re trying to reach
spend their time. If you want to reach them in meaningful ways, you may look
outside the workplace for partnership ideas. Consider local grocery stores to
reach families on a busy weekend or coordinate with your local intramural sports
league to reach parents on the go. When considering alternative partnerships, it’s
also important to remember the needs of the organization you’re working with and
adapt your materials or presentations accordingly.
26
Community Outreach Tips
Prepare materials for partner recruitment. The first question most
organizations or individuals will ask when you reach out about public education is,
“What is it?” The second question is, “What do you want me to do?” Be prepared
and have materials that describe the activity you’d like their support with as well
as materials to describe how you’d like partners to participate. This will make it
easier for them to share information with decision makers at their organizations
and expedite the partnership process.
Identify partners early in the planning process. Depending on the partnership
role you’ve defined for your activity or event, a true partner will likely be engaged
from the beginning. If you’re looking for an organization in your community to
co-host a workshop about the CFC and the 50th anniversary, invite them to
participate in the planning process. Being confident in your approach and inviting
feedback often and early will boost your credibility with potential partners
and begin establishing relationships that will be helpful for future public
education activities.
When you work with local partners to implement your events, keep the following
strategies in mind:
Success is contagious! Achievement and recognition motivate people to take
action. When CFC supporters and volunteers participate in successful community
outreach activities, others will want to be part of future events. Promote those
successes and the important role CFC supporters and volunteers played in
the event. Keep members informed via email lists, your Web site, and social
networking sites. Be sure to identify upcoming opportunities to participate.
Personal connections are most effective. Establish a person-to-person
connection by emailing or calling interested Federal employees or by recruiting
them at conferences or events. Once a relationship has been established, follow
up with formal invitation letters that can be delivered by snail mail or email.
Consider the time commitment. Be sure to recruit volunteers who are not
already overextended. Define roles for volunteers and recruit candidates who
have relevant skills and/or experiences. Potential subcommittee roles for your
activities might include publicity, event planning, partner liaison, media relations
coordinator, spokesperson for media interviews, etc.
Community Outreach Ideas
The possibilities for outreach are numerous and vary depending on your
community and focus population, but below are a few ideas.
• Organize a walk-a-thon or fun run for Federal employees and open it up
to the entire community. Make sure CFC volunteers are present at the
rest stops, wearing 50th anniversary t-shirts, headbands, and buttons.
27
Community Outreach Tips
•
•
•
•
•
Plan a special celebration (luncheon, dinner, or reception) for Federal
employees to network, reflect on the accomplishments of 2011, and
celebrate the 50th anniversary together. You may want to use this time to
honor some of the donors, supporters, and volunteers who have made
significant contributions to your CFC campaign and the community.
Create a Tweet Hour. This is similar to an online chat in which you
organize a group of CFC supporters and volunteers to post 50th
anniversary Twitter messages during a specific hour, all using the
hashtag #CFC50thanniversary. To read the comments or follow the
conversation, use http://www.Tweetchat.com.
Hold a brown-bag lunch event at various departments in Federal
government establishments. Discuss the mission of the CFC, what
volunteers do, why the CFC is important, and how Federal workers can
help make a difference in their community and the world by donating
directly to the CFC as opposed to a third-party fundraiser. Having the
event at various departments throughout the Federal government is a
great way to emphasize the value of the CFC.
Host a networking event for CFC-approved charities and Federal
workers. Allow Federal workers to mingle and speak with representatives
from charities that they are interested in so they can learn directly from
the source on how their contribution will be used. A table can be set up in
the room for Federal workers to sign-up.
Share your CFC pride at work. Work with your Human Resources
Department to add a slip to your co-workers’ paychecks to let them know
about the CFC. Also, hang a poster in the lunch room, waiting room, or
other common area.
Planning an Event
28
Community Outreach Tips
entice people to your booth, set up welcoming invitations that read, “Ask
us about the 50th anniversary” and “How the Combined Federal Campaign
can work for you.”
(3) Following up with visitors. Include a guest book as part of the display
and welcome visitors to sign it and, if they are willing, to provide their
email address and phone number. Be sure to have a space for them to
indicate whether they would like more information or would like to become
involved with the CFC. Contact inquirers and send follow-up information
within a week after the end of the event. Include information about the 50th
anniversary and charities Federal workers can donate to through the CFC.
Also, provide resources to help them promote the messages detailed on
page XX.
Event Planning Checklist
The following checklist includes the key steps involved in planning a successful
event. While events vary in size and scope and you may not need all of the
activities below for your event, keep this checklist in mind as you plan your next
chapter event.
Up to 2 months out
✓✓
✓✓
✓✓
✓✓
✓✓
✓✓
Hosting or participating in a community event is a great way to meet people in
your area and gives you the chance to answer questions about the CFC and the
50th anniversary. Community events can range from networking events to cultural
food and music festivals and from 5K races to conferences for Federal workers.
✓✓
If you’re taking part in an event, make the most of it by:
(1) Creating welcoming displays. Make your table or booth interesting to
passers-by with eye-catching posters (page 44). Greet visitors, smile,
and be available to answer questions. Place printed materials within easy
reach, and provide souvenirs—such as bookmarks and magnets—for
visitors to take with them.
(2) Making your booth or table “user-friendly.” Be sure to have some
posters that are displayed at least 4 feet off the ground so that people can
see them even if there is a crowd blocking your booth’s table signs. To
✓✓
✓✓
✓✓
✓✓
✓✓
✓✓
✓✓
Hold an initial organizing meeting.
Establish a planning committee.
Secure commitments from participating organizations.
Appoint someone to coordinate all of the elements of the event.
Select the date, time, and duration of the event.
Obtain permission to use the event site (Be cognizant of possible
union regulations).
Design the overall event plan (What time will it begin and end? How many
different activities will there be? Who will speak?).
Develop a detailed budget (If a partner organization has agreed to cover
your event expenses, it is still wise to anticipate resources including
volunteer time, materials, audio/visual equipment, etc.).
Begin approaching local organizations and businesses for funds/
assistance.
Begin scheduling speakers and entertainment, if applicable.
Acquire necessary permits and insurance.
Establish a logistics committee.
Establish s media committee.
Determine whether you need liability insurance.
29
Community Outreach Tips
Outreach Tools
1 month out
✓✓
✓✓
✓✓
✓✓
Write first news release announcing event.
Develop press list.
Distribute posters and fliers.
Send promotional mailing to Federal employees and other potential.
participants (organizations and individuals).
✓✓ Contact press for interviews, feature stories, and talk show appearances.
✓✓ Follow up with press efforts to publicize event.
✓✓ Send announcements to community calendars.
3 weeks out
✓✓
✓✓
✓✓
✓✓
✓✓
✓✓
✓✓
✓✓
Schedule volunteer crews (security, clean-up, stage, first aid professional).
Confirm date with all the speakers.
Reserve stage risers, podium, and sound equipment.
Arrange for banners, background music, and other attractions at site.
Send out complete event update with speakers list, celebrities, activities, etc.
Prepare talking points for media interviews.
Review talking points with volunteers and spokespersons.
Consult with CFC PR department staff for guidance regarding planning
challenges.
2 weeks out
✓✓ Maintain press activities.
✓✓ Secure commitments for coverage, meet with editorial boards, do talk
show interviews.
1 week out
✓✓ Confirm plans with everyone involved—media and logistics committees,
volunteers, and vendors.
✓✓ Double-check publicity progress and re-distribute leaflets and posters as
necessary.
Day of event
✓✓ Anticipate problems and think through possible solutions.
✓✓ Double-check instructions with everyone.
✓✓ Have fun!
The CFC Foundation has developed a series of tools (templates and documents)
for your use in promoting the CFC and the 50th anniversary. Whether you are
pitching a local TV station or planning a community charity fair, these tools will
help you make the outreach activity relevant for the audience you’re trying to
reach while staying true to the overall theme and messages of the CFC.
Note that many of the tools are customizable and space has been allotted for
you to enter local information and data that will appeal specifically to your area
or community. Remember that this kind of information (unique, timely, and
community-based) has the best chance of getting placement in media outlets, as
well as capturing the attention of your audience(s).
Press Release
Press releases are statements written for reporters to inform them of something
considered newsworthy. Local media outlets want to know about events,
information, and other news that generates interest from the outlet’s reporters. A
well-written press release draws reporters’ interest and provides them with the
basic information they need to develop a news story.
Brainstorming Ideas
Consider the following elements of newsworthiness and include a minimum of two
of them in your press release:
•
•
•
•
•
•
Impact—Who does this news affect? Facts and events with the greatest
impact are most newsworthy.
Timeliness—Your news should be about something that is about
to occur, is occurring, or has very recently occurred. Otherwise, it’s
considered “old.”
Proximity—Is your news local? If so, you have a better chance of gaining
coverage.
Prominence—Well-known individuals or institutions in your community
will add credibility and interest to your news.
Human Interest—Use something such as personal stories with which
readers, listeners, and viewers may identify.
Usefulness—News that helps the public solve everyday problems is
often well-received.
After event
✓✓ Send thank you notes to all appropriate parties (e.g., supporters,
attendees, media, etc.).
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31
Outreach Tools
Writing a Press Release
You don’t have to limit your
50 th anniversary press release
distribution to traditional media
outlets. Try sending it to:
★★ College newspaper, TV, and
radio station reporters
★★ Federal department newsletter
editors
★★ Community center resource
contacts
★★ Writers for the elementary and
high school newsletter/parent
fliers
★★ Faith-based organization
bulletins
★★ Other distribution channels
that may reach communitybased audiences, such as local
hospitals, clinics, etc.
Op-Ed Format
Well-written op-eds typically
follow a standardized format and
include:
★★ A personal or local story tied to
the issue
★★ The writer’s opinion about the
issue
★★ Evidence to support that
opinion
★★ A closing argument that
provides a clear call to action
★★ An adherence to the paper’s
word count limit
32
When you have completed the brainstorming process and feel ready to write a
press release—or customize the CFC 50th anniversary press release template
(Page 37)—make sure to:
• Include the answers to the five Ws—who, what, where, when, and
why—in the first paragraph of the release. Who or what are you writing
about? Where and when did this or will this news happen? Why is this
important? Cover the most important facts first and then follow with
details.
✶✶ Include your contact information at the top of the release. If you
don’t list yourself as the contact, be sure that the person you do
list is prepared to answer reporter questions and available to take
reporters’ calls.
• Write in the third person and include a quote from a local or national
spokesperson. Use specific, concrete information, such as statistics
or research, and refrain from including opinions except as part of your
spokesperson’s quote.
• Be sure to link your news to the CFC’s 50th anniversary key messages.
• Be creative and use a headline that will grab attention. Make sure that it
covers the 5 Ws in 10 words or less. A reporter who reads the headline
and first paragraph should have all of the information he or she needs to
make a decision about covering the story.
• Proofread the release thoroughly before you send it to your media outlets.
Distributing a Press Release
After you have put the final touches on your press release—including a thorough
proofread—send it to the traditional media outlets you deem most appropriate.
Try emailing it to managing editors and assignment editors of the outlets you have
selected. You can usually find their email addresses in the “Contact Us” sections
of the outlets’ Web sites, or you can call the outlets and ask.
As you build relationships with reporters, send a quick note to those you have
recently been in contact with to let them know when your release or other
newsworthy information has been posted to your CFC campaign’s Web site, if you
have one.
Outreach Tools
Op-Ed
Local media outlets are uniquely positioned to deliver news and information that
reflect the needs and interests of Federal workers and your community. Op-ed
articles —articles that appear opposite the editorial page in print newspapers—
and opinion essays create opportunities for Federal workers, CFC supporters and
volunteers, and people in the community to express their thoughts about current
events, and allow them to tell a national story on a local level. You can use opeds to educate readers in your community about the significant impact the CFC
has had locally and help them understand how the CFC makes contributing to
charities easy through a variety of donation options.
Prepare for Success
Reach for the
blogosphere!
Local blogs are increasingly
becoming strong community
voices, providing analysis of
news, opinions, and politics that
affect your community. Consider
submitting your op-ed as a guest
blog or opinion essay. Or, turn the
op-ed into a video commentary
read by a CFC volunteer and
post it to YouTube and your local
campaign’s Web site.
Before you write an op-ed, identify the outlet in which you would like your
story to appear and understand how that publication covers issues related to
philanthropy. Doing so will help you write an op-ed that meets the interests of the
publication’s readers, increasing the likelihood that your op-ed will be placed.
A good op-ed begins with an introduction that compels your audience to continue
reading. It should clearly express your point of view and what you want your
readers to think, do, or feel by providing a memorable “hook” that connects your
op-ed to recent headline news and cites specific people or local events that
humanize your story. Statistics, quotes, analogies, and case studies enhance
your argument throughout the essay. Sometimes, quoting the competition or
unlikely supporters can be the best evidence available to prove your point.
The closing argument of the op-ed must offer a clear call to action and remind
readers about what you want them to think, do, or feel. The recap and closing
argument is your final opportunity to influence your readers and drive your
point home.
Pitching and Submitting an Op-Ed
When pitching an op-ed, it is important that you reinforce the timeliness of the
topic in your cover note and draw connections between your op-ed and current
events. There is a lot of competition for space on the op-ed page, so be sure to
follow up with the editor to increase the chances that your essay will appear in
print. It is up to you to help the editor understand why your submission is timely
and relevant to your community.
Make sure to:
★★ Offer your op-ed to only one
media outlet at a time. Most
papers require exclusive rights
to op-eds they place. If the first
outlet declines, try again with
another outlet. It is standard
practice to allow 7 days for the
editorial department to decide
whether or not to place your
op-ed.
★★ Always submit an op-ed with
the name of the author, his
or her title, and the author’s
contact information in the
cover note.
★★ Always include a boilerplate
statement at the end of the
op-ed. This should be one
sentence about the author and
his or her affiliation to your
CFC chapter.
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Outreach Tools
Be creative when you
think of outlets for your
article.
After all, the more places that
receive it, the higher the odds for
placement. Consider the following
alternative outlets:
★★ Faith-based organization
publications
★★ E-blasts to your mailing list
★★ Federal association Web sites
or blogs
★★ Smaller community papers
★★ Government/Federal
newsletters and magazines
Think glossy!
While most locally published
magazines generate their own
content, there are times when
they have leftover space to fill.
In these cases, your drop-in
article can provide a timely and
interesting alternative. Contact
the magazine as early as possible
and ask for their copy deadline.
Consider sending your drop-in
article to television and radio
station Web sites. They may agree
to post your article or at least
elements of your article online.
Additionally, it might spur a story.
34
Most newspapers offer instructions for submitting op-eds on their Web sites,
including the outlet’s word limit—submission guidelines, and the specific person or
department who should receive your essay. Most outlets prefer to receive op-eds
electronically, but some would rather receive them by fax or through the mail. Be sure
to follow the guidelines provided by the paper to increase the likelihood of placement.
The sample op-ed on page 38 notes the areas where you can contribute
local information and nuances to increase the likelihood that the outlet will run
your essay.
Drop-In Article
Drop-in articles are also an effective tool for highlighting the CFC’s significant
local impact and/or educating people about the role that the CFC plays in helping
Federal workers donate to their preferred charities. A drop-in article is written
for direct insertion in community or weekly newspapers. Because community
newspapers tend to have much smaller staffs than larger daily papers—
sometimes only an editor or publisher and a few reporters—they tend to welcome
newsworthy and locally relevant articles that are literally ready to be dropped in.
Prior to writing a drop-in article, familiarize yourself with the article format and
style of your weekly and community newspapers. Your drop-in is more likely to be
placed if it mirrors the style and tone of other articles written by the publication’s
staff. Additionally, try to weave in community happenings and instances where
the CFC has impacted local individuals, families, and organizations. Most drop-in
articles are between 400 and 800 words, emphasize a human-interest angle, and
provide concrete tips for readers to act on.
As you write the drop-in article, be sure to:
• Articulate messages and facts about the CFC and your experiences as a
campaign supporter or volunteer.
• Share stories of individuals in the community who have directly benefitted
from the money raised by your campaign.
• Address the most important information first and close with a call to
action for readers.
• Avoid using straight facts and figures but rather offer solutions to the
problem and/or issue you are posing.
• Use bullet points to pull out important topics and tips.
• Keep the article short and easy to read.
• Tailor the language to an 8th grade reading level.
Outreach Tools
Radio PSAs
Radio public service announcements (PSAs) are brief messages that convey
important ideas to the public at no cost to the sponsoring organization. In fact,
they promote a public service or educational message that helps people gain
awareness of and learn more about an important issue. Running for 1 minute at
the most, they can be a very effective way of getting messages to stations that
especially appreciate the local impact that these announcements speak to. While
broadcast stations are required by the FCC to air a certain number of PSAs in
a broadcast day, they are not required to give your particular organization any
specific degree of exposure. If you want something particular said a specific
number of times and in a particular way, you may have to pay for it by buying
what are called “spots.” Spots are often sold in package deals.
Broadcast stations run by the clock. If a scheduled program runs shorter than
expected, a PSA may be used to fill the spare time. However, spots have a higher
priority than PSAs. If the program log calls for a 60-second spot at a specific
time, that spot will be run as scheduled because money is involved. On the other
hand, a 30-second PSA may be sandwiched between a time check and a station
break. The issue here is Federal compliance versus profit margin.
Radio PSAs are a great way to celebrate the impact of the CFC in your community
and the significance of the 50th anniversary. They also offer a great opportunity to
target specific audiences. To get a script radio-ready, follow these steps:
•
Choose the script length. There are typically four lengths for radio
announcements:
✶✶ 15 seconds (40 words)
✶✶ 20 seconds (50 words)
✶✶ 30 seconds (75 words)
✶✶ 60 seconds (150 words)
•
Write the PSA. Be sure to include the most important information about
the CFC, its local impact, the 50th anniversary, and about charitable giving
that would resonate with the station’s audience. Always end your PSA with
a call to action or ways people can become involved with the CFC.
•
Pitch radio stations. Identify and approach the radio stations in your
area that air PSAs. Check phone listings or with your Chamber of
Commerce for a list of local radio stations. Contact the public service
directors about placing your announcement. If the station doesn’t have
a public service director, you can contact the community affairs director,
program director, advertising manager, or general manager.
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Outreach Tools
Appendix A: Sample Press Release
When you call a station about your script, be prepared to explain why
your announcement is important to the community. If you contact a radio
station via e-mail or mail, be sure to include a letter of introduction that
explains the CFC and its significant value to the community.
•
Say “Thank You.” Follow up your contact with radio stations with thank
you notes and be sure to send a letter of appreciation when a station
uses your PSA.
Coordinating PSA placement with media outlets can pay off in many ways.
Consider the endeavor a first step in forging a bond with your local radio station
staff. Down the road, reporters you know may contact you first for information
when a story breaks, or be willing to take your phone call when you pitch a story.
Poster
For the 50th anniversary a poster is a great way to promote your CFC campaign
events and key messages. Sample poster copy is provided on page 44; add
information specific to your event(s) and key messages as appropriate.
For Immediate Release:
Contact: [Name]
[DATE]
[Number]
[E-mail]
50th Anniversary of the Combined Federal Campaign Looks to Grow
Federal Employee Donations Beyond $6 Billion Already Raised
[Insert Local/Regional Campaign Name] Honors Volunteers for
Their Commitment and Generosity, Leading to 50 years of
Successful Philanthropy
[CITY, DATE] — The Combined Federal Campaign (CFC) [Insert local/
regional campaign name] will honor its Federal employees for their
leadership and dedication to the people of [Insert state name] despite
tough economic times. By continuing to expand opportunities for all
Federal employees, regardless of their socioeconomic status, to make
meaningful differences in the world, the CFC [Insert local/regional
campaign name] raised more than [Insert dollar figure] for communities
across [Insert State name] in 2010.
“The success of the Combined Federal Campaign demonstrates the
commitment of Federal employees to public service,” said [Insert name
of director/spokesperson for local/regional campaign]. “Not only
do Federal employees devote their livelihoods to their country, but their
generosity has made the CFC one of the most powerful philanthropic
forces in the world.”
With more than 200 CFC campaigns throughout the country and
internationally that help raise millions of dollars each year, the CFC is the
world’s largest and most successful annual workplace charity program.
Since its inception in 1961, the Campaign has raised more than $6 billion
in charitable donations. The CFC includes a variety of local, national, and
international causes and gives Federal employees an accountable, flexible
way to donate to the charities of their choice. In fact, there are more than
20,000 CFC-approved charities worldwide from which Federal employees
can choose.
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37
Appendix A: Sample Press Release Continued
“As we move into the next 50 years, [Insert local/regional campaign
name] will continue to provide new options for Federal employees to
donate to the Campaign,” said [Insert name of a secondary director/
spokesperson for local/regional campaign]. “By keeping up with
philanthropic trends, we will ensure that Federal employees have
unprecedented control and access in managing their CFC gifts throughout
the year.”
[Insert local/regional campaign name] is executed and managed by a
volunteer group of Federal employees who work with experienced nonprofit
executives in their communities to generate contributions and distribute
them to eligible charities. Federal employees’ participation in the CFC
provides an opportunity for them to not only become more involved in their
communities but also to get involved with the charities that they care about.
For more information, interview opportunities, or to find out how to become
a volunteer, please contact [Insert name] at [Insert phone number and
email address].
The CFC promotes and supports philanthropy through a program that is
employee-focused, cost-efficient, and effective in providing all Federal
employees the opportunity to improve the quality of life for all. Established
by Executive Order in 1961, the CFC continues to be the largest and most
successful annual workplace fundraising model in the world.
Appendix B: Sample Op-Ed
50 Years of Giving Easy
The devastating occasion of natural disasters and mass tragedies
demands a humanitarian response of the highest level. It is said that
tragedy begets heroes, and for many, donating money is a manageable
way to make a difference in
the world.
For Federal employees, choosing a channel to make a difference is
easy. Over the past 50 years, the commitment and generosity of Federal
employees has made the Combined Federal Campaign (CFC) one of
the most successful philanthropic programs in history. In fact, since its
inception in 1961, the CFC has raised more than $6 billion.
Each year, with the anniversaries of horrific moments in the history of the
world, like Hurricane Katrina, September 11th, the earthquake in Haiti, and
the earthquakes and tsunami in Japan, Americans continue to donate
funds to various charities. But while many donate with intentions of helping
others, there are countless fraudulent charities out there today that
make a business of capitalizing on tragedies and the resulting compassion
of others.
Fortunately, the CFC gives Federal employees an accountable,
transparent, and flexible way to donate. Before becoming a part of CFC,
charities go through a rigorous evaluation process by the U.S. Office of
Personnel Management, and they must reapply each year.
To make gift giving even more meaningful, Federal employees can choose
from a variety of charities and causes, ranging from local to international,
that they are passionate about. They also have the option to donate onetime gifts or set up their payroll withholding so that they can contribute as
little or as much as they like to charities throughout the year.
[Insert two to three sentences on your local/regional CFC
campaign, including what charities are represented through donor
contributions, the number of volunteers, and how much your
campaign raised last year.]
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39
Appendix B: Sample Op-Ed Continued
For the same weekly cost as a cup of coffee or a pack of gum, our
volunteers can make a difference in the world by providing steady funds
to meaningful charities. It is an easy way for our volunteers to support the
causes that matter most to them. By donating through a payroll contribution
at any level, volunteers can simply “set it and forget it.” The CFC provides a
stable way of giving for donors and a stable way of fundraising for charities.
From Federal employees’ regular payroll contribution, charities are able
to make cohesive plans for the next fiscal year rather than “wait and pray”
that people are in the giving spirit during the holiday season. Programs like
the CFC are also beneficial to charities because a greater proportion of
the dollars contributed goes directly to the charity as opposed to thirdparty fundraisers.
Appendix C: Sample Drop-In Article
Commitment and Generosity of Federal Workers
Drives 50 Years of Philanthropic Success
With devastating and unforgettable tragedies like Hurricane Katrina,
September 11th, the earthquake in Haiti, and the earthquakes and tsunami
in Japan, Americans have responded again and again by opening up
their hearts and donating money to disaster-related charities in support
of relief efforts.
But while it is compassionate to open your heart, it can be risky to open
your wallet.
As one of the most efficient and effective channels for philanthropic giving,
the CFC gives Federal employees an accountable, flexible way to donate
to charities of their choice. Increasingly, CFC campaigns around the world
are creating new electronic giving options for Federal employees that will
allow them unprecedented control and access in managing their CFC gifts
throughout the year.
“As technological advances enable charity defrauders to get more
creative and develop more complex scams, giving to charitable causes
can be as risky as it is rewarding,” says [Insert local/regional campaign
supporter’s or volunteer’s name and title]. “Fortunately, the Combined
Federal Campaign provides Federal employees with a safe and secure way
to donate to the charities they would like to support.”
In 2011, the CFC celebrates 50 years of success. As the program moves
into its next 50 years, it remains on the forefront of philanthropic trends,
constantly looking to provide new options for Federal workers to tap
into the humanitarian within us all and make the world a better place for
generations to come. It is my hope that those of us at [Insert name of
local/regional CFC campaign] can help to make the next 50 years of the
Combined Federal Campaign even more successful than the first 50.
Before becoming a part of the CFC, charities go through a rigorous
evaluation process by the U.S. Office of Personnel Management, and
they must reapply each year to maintain their status. While arduous, this
practice guarantees that the CFC is an accountable and transparent way
for Federal employees to donate to the causes that matter to them most.
[Insert name of author] is a CFC volunteer with [insert name of local/
regional CFC campaign] in [insert city/town and State].
Last year, [Insert information on dollar amount that was raised by
your local/regional CFC campaign in 2010, and insert top three local
charities and dollar amounts raised].
During tough economic times, charities face extreme challenges in their
fundraising efforts. However, by providing Federal employees with a broad
range of donation options, the CFC provides its charities with consistent,
steady support that enables them to make plans for every fiscal year. The
flexibility and accountability that the CFC gives both Federal employees
and the charities they support is a major reason why it is one of the most
successful philanthropic programs in history, having donated more than $6
billion since 1961.
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41
Appendix D:
Sample Radio PSA Scripts
“For 50 years, the CFC has provided Federal employees with an efficient
and effective channel for giving,” [Insert local/regional campaign
supporter’s or volunteer’s last name] said. “As the CFC moves
forward into its next 50 years, [Insert local/regional campaign name]
will continue to keep up with philanthropic trends and provide new
donation options for Federal employees to conveniently make meaningful
differences in the world.”
If you’re a Federal employee, contact [Insert local/regional campaign
name and preferred contact information] to learn more about how you
can make a meaningful difference.
The CFC promotes and supports philanthropy through a program that is
employee-focused, cost-efficient, and effective in providing all Federal
employees the opportunity to improve the quality of life for all. Established
by Executive Order in 1961, the CFC continues to be the largest and most
successful annual workplace fundraising model in the world.
15-second versions
The Combined Federal Campaign is the world’s most successful workplace
giving campaign. Join local Federal workers to celebrate 50 years of making
a difference and donate to the charities of your choice.
Contact [Insert name of local/regional CFC campaign] at [Insert phone
number or preferred contact method] now.
OR
The commitment and generosity of Federal workers has made the Combined
Federal Campaign one of the most successful philanthropic programs in
history. Donate now and join other Federal workers in celebrating 50 years of
making a difference.
Contact [Insert name of local/regional CFC campaign] at [Insert phone
number or preferred contact method].
30-second versions
The Combined Federal Campaign is one of the most successful
philanthropic wprograms in history, having raised more than $6 billion. The
campaign continues to expand opportunities for all Federal workers to make
meaningful differences by providing a broad range of donation options. Join
us to celebrate 50 years of giving and donate to the charities of your choice.
Contact [Insert name of CFC volunteer and local/regional CFC
campaign] at [List phone number or preferred contact method] to
become a part of the CFC.
OR
The commitment and generosity of Federal workers has made the Combined
Federal Campaign one of the most successful philanthropic programs in
history, having raised more than $6 billion. The Campaign continues to
expand opportunities for all Federal workers to make meaningful differences
by providing a broad range of donation options. Join us to celebrate 50 years
of giving and donate to the charities of your choice.
Contact [Insert local/regional CFC campaign] at [List phone number or
preferred contact method] now.
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43
Appendix E:
Sample Poster Copy
Sample 1
Make a difference today. Donate to the charity of your choice.
[Insert event date, time, location]
[Insert contact information to learn more/register for event]
Sample 2
Celebrate 50 years of giving. Donate to your favorite charity.
[Insert event date, time, location]
[Insert contact information to learn more/register for event]
Sample 3
Endnotes
1
Ranking reflects those at http://www.alexa.com.
2
Statistics about number of Facebook users, languages, number of friends, and
behavior were retrieved online from http://www.facebook.com/#!/press/info.
php?statistics.
3
Information on user age retrieved from http://royal.pingdom.com/2010/02/16/studyages-of-social-network-users/.
4
Information and graphs on American users retrieved from http://www.google.com/
adplanner.
5
Information on user age retrieved from: http://royal.pingdom.com/2010/02/16/studyages-of-social-network-users/.
6
Information on American users retrieved from: http://www.google.com/adplanner.
7
Rankings reflect those at http://www.alexa.com.
8
For more information on users for each network, visit http://www.google.com/
You can make a difference. Donate to a charity today.
[Insert event date, time, location]
[Insert contact information to learn more/register for event]]
adplanner.
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Combined Federal Campaign Foundation
Email: [email protected]
www.cfctoday.org