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A Tool kit for messaging Your Civic Engagement Work

Making the Most of Media outreach

A p r i l 2 0 0 8

Wisdom Works: Building Better Communities

A program of the National Council on Aging • Made possible by a grant from MetLife Foundation �


acknowledgmentWe appreciate the support of MetLife foundation, which sponsors the Wisdom Works: Building Better communities initiative. since 2003, MetLife foundation has awarded funding for this initiative to provide opportunities for older adults to make meaningful contributions in their communities. this support has allowed Wisdom Works to pilot the concept of self-directed teams of older adults as a strategy to help nonprofit organizations build their capacity while systematically helping older adults to discover ways to help solve community problems. national council on aging continues to foster this concept as a vehicle for ensuring older adults are recognized as a vital community resource.

for more information about Wisdom Works, visit www.ncoa.org/wisdomworks. full project assessments are available under Phase i and Phase ii.

MetLife foundation, established in 1976 by MetLife, has been involved in a variety of aging-related initiatives. since 1986, the foundation has supported research on alzheimer’s disease through the MetLife foundation awards for Medical research program and has contributed over $11 million to efforts to find a cure. in addition, the foundation has provided support for a variety of healthy aging projects address-ing issues of caregiving, intergenerational activities, mental fitness, health and well-ness programs, and volunteer opportunities. MetLife foundation supports health, education, civic and cultural programs throughout the united states. for more information about the foundation, visit www.metlife.org.




dear civic engagement Leader:By 2030, adults 55+ will be 77 million strong. older adults are one of america’s fastest growing resources, and we have a critical role to play in shaping our country’s future.

We must debunk the stereotypic image of “senior volunteers” if we want to maxi-mize meaningful opportunities to transform our communities. our goal is to bring to mind a new vision, expectation, and reality of how investing in the knowledge of older adults as a resource can create consequential change.

together, we can inform americans about the new paradigm of civic engage-ment—in which older adults play an essential role in meeting important community needs. through the national council on aging’s Wisdom Works initiative, which is supported by MetLife foundation, we have documented what is possible when older adults join together to tackle critical local challenges.

self-directed Wisdom Works volunteer teams have demonstrated huge potential for building the capacity of organizations to meet their mission and extend their reach. it’s compelling to see older adults step up to help their neighbors remain indepen-dent, combat childhood obesity, reduce high school suspension rates, and connect nonprofits with highly skilled volunteers. no doubt, there are countless other areas where older adults can leave a legacy of positive change.

once you have made the decision to implement a civic engagement initiative, an important way to amplify your project’s impact is by engaging in media relations. Media outreach can be a powerful tactic for getting your message out, recruiting volunteers, attracting funding, and inspiring others to act. it can also help transform the way our country views older adults and open new opportunities for paid and unpaid service.

this tool kit is designed to help you begin fostering relationships with local media. You’ll learn how to build a media list, develop story ideas, prepare your pitch, con-tact journalists, and make the most of coverage. We have also included a list of other resources to help you move forward with your outreach.

some organizations have staff dedicated to media and public relations, however oth-ers do not. if you’re new to doing media outreach, don’t be intimidated. in fact, many journalists would rather hear from community members than from Pr professionals.

You know more than anyone the critical need your Wisdom Works project is addressing. Be confident, be enthusiastic, and tell us about your success. We look forward to reading and hearing about your important work!

Sincerely,

ConstanceTodd,Director Wisdom Works: Building Better Communities

2 A program of the National Council on Aging • Made possible by a grant from MetLife Foundation

Wisdom Works: Building Better Communities Wisdom Works: Building Better Communities



table of contentsWhat is the Media? .............................................................................................................3

Building Your Media List ....................................................................................................4

developing story ideas .......................................................................................................5

Preparing Your Pitch ...........................................................................................................6

contacting the Media ..........................................................................................................8

using Your Web site and social Media ................................................................................9

Making the Most of coverage .......................................................................................... 10

sample Pitch..................................................................................................................... 11

sample Media advisory .................................................................................................... 12

sample news release a .................................................................................................... 13

sample news release B ................................................................................................... 14

sample Letter to the editor .............................................................................................. 16

sample op-ed .................................................................................................................. 17

calendar announcement .................................................................................................. 18

sample Public service announcement .............................................................................. 19

sample fact sheet ............................................................................................................ 20

sample case study ........................................................................................................... 21

resources ......................................................................................................................... 23





What is the Media?Before you begin planning your media outreach, it’s helpful to take a minute to think about what seems like a basic question: What is the media? You may be surprised to discover the answer is constantly evolving.

Traditional Print and Broadcast Mediaorganizations have long used the media as a credible way to bring valuable information to the public. When you think of the media, what probably comes to mind are traditional print and broadcast formats:

n daily and weekly newspapers

n seniors newspapers

n Magazines

n radio

n television

in these traditional formats, journalists serve as gatekeepers who bring objective news to the public. decisions about what to cover are based largely on news values like proximity and novelty, but they’re also affected by space constraints and deadlines. these traditional formats remain an important source of news and are a major focus of this tool kit.

Online Journalismin recent years, you may have noticed that many media outlets now have Web sites. early on, a newspaper’s Web site was often simply an online version of the print publication. however, today’s media Web sites offer additional news stories, up-to-the-minute headlines, community calendars, and opportunities for visitors to interact with each other. technology advances have created a 24-hour news cycle where there are many more opportunities to share information.

The New Social Mediaan even newer development is the growing popularity of online social media like message boards, weblogs (blogs), and video sharing. You may have heard of examples of these technologies like google groups, Myspace, and Youtube. if you’re new to social media, it’s a good idea to start by seeing if trusted organizations, like your congregation or senior center, offer their own versions of these types of technologies.

With social media there is rarely a gatekeeper, which offers both advantages and drawbacks. since you have the power to “publish” any information you want, there is great potential to recruit volunteers and let the public know about your Wisdom Works project. however, it’s important to be aware that you have little control over information once it’s out there, and the anonymous nature of the internet can sometimes attract con-artists. that doesn’t mean you should avoid social media—just use common sense.

the best approach to media outreach is a mix of the tried-and-true with a little of the new.

� A program of the National Council on Aging • Made possible by a grant from MetLife Foundation




Building Your Media Listthe first step to getting media coverage for your Wisdom Works project is to compile a list of media contacts. in some cases, your area agency on aging or senior center may have a media list to share with you. other times, you will need to start from scratch using the steps outlined below.

n create a spreadsheet where you can enter all of the media contacts you find. include columns for their name, title, organization, mailing address, phone number, fax number, e-mail, and other notes (preferred method of contact, deadline).

n Make a list of the print, broadcast, and online media in your area. check the phone book, or see if your library has a copy of Bacon’s media directory or the news Media Yellow Book. You can also visit the Advocacy section of ncoa’s Web site (www.ncoa.org) and do a media search under Take Action. remember to include weekly and monthly publications, and media geared toward specific cultural groups.

n use the table below to decide which specific journalists to include. contact information is usually available in the About Us or Contact Us section of the organization’s Web site. You can also call the main number to fill in any gaps.

n Be sure to include any members of the media that you or other volunteers know personally. in addition, when you come across a story that relates to your project, you should add the journalist who covered it to your media list.

Larger Newspapers and • city editor or Metro editorMagazines • Beat reporter (i.e. health, aging, retirement) • Photo editor • calendar section • editorial Page editor • Web site editors/reporters/calendar (may be different than print edition)

Smaller Newspapers, Newsletters • Managing editor or editorand Senior Newspapers • calendar section

Radio Stations • news director • Public affairs director (for Psas) • Producer or Booker (for specific show) • Web site community calendar

Television Stations • assignment editor or Planning editor • Producer (for specific show) • Web site community calendar

Wire Services • assignment editor

Daybooks • daybook editor

Online Communities, Online • editor or other (visitors post content)Bulletin Boards, Web Sites, Blogs • calendar section





developing story ideasnow that you have a media list, the next step is to brainstorm story ideas. typically, local jour-nalists look for stories that impact the community, illustrate a trend, solve a problem, or involve something new or unusual. a good visual always helps too! Let’s consider some common news angles—and how they relate to examples of Wisdom Works projects.

Put a local “face” on national news. is the latest study about america’s childhood obesity problem all over television? if your team has, for example, started a fitness and nutrition program for at-risk children, let the media know. ask families and a community health expert to share how your program is helping, and be ready with statistics about local obesity rates.

Offer yourself as an expert source. does your local television station do a weekly segment offering career advice? if your team is coaching older adults on how to network and find new opportunities, offer to answer call-in questions and share your “top 5” tips.

Save the day! Was an older community member in danger of losing her home because she couldn’t afford to make needed repairs? ask her to share her story, and invite the media to stop by as your team works on her house. explain how others can request assistance.

Keep the calendar in mind. are scientists predicting a bad summer for West nile Virus? explain how your team’s prevention campaign ties in with the specific season, and have a list of tips for how to stay healthy. also, think about times of year (thanksgiving, december holidays) when the media typically run stories about people “giving back.” share what your project is doing and stress that it’s unique because it is organized, led, and implemented completely by older adults.

Respond to a recent story. has your newspaper recently run an article about skyrocketing heating bills? Write a brief letter to the editor mentioning the story, and explain how your program helps older adults “winterize” their homes.

Announce an award. did you receive a grant from ncoa’s Wisdom Works initiative? Let the media know you have won a national award (see sample news release). explain how your project ties in with the trend of older adults organizing themselves to solve critical community problems. Be sure to mention ncoa’s national Wisdom Works initiative and its funder MetLife foundation, as well as any local sources of funding.

Mark a milestone. are you about to place your 50th older client in a rewarding position at a nonprofit? invite a reporter to spend “a day on the job” with him. Be prepared with statistics about the economic and social value of civic engagement.

Hold an event. invite older adults in your community to an “opportunity fair” to network with nonprofits in honor of national Volunteer Month this april. ask an older local celebrity—such as a retired news anchor—to be honorary co-chair of the event.

Highlight a volunteer. does your television station or newspaper do regular stories about local residents making a difference? encourage them to feature one of your volunteers during May in honor of older americans Month. consider choosing someone who is a long-time resident or who has a unique story about becoming involved.

Think visually. is flu season quickly approaching? see if an anchor is willing to get a flu shot on camera while you demonstrate proper hand-washing technique. Be prepared to share tips for staying healthy.





Preparing Your Pitchonce you have a story idea, the next step is to decide how to approach the media. this includes what you plan to say to journalists, as well as your written materials. at the bottom of your materials, be sure to reference ncoa’s national Wisdom Works initiative and its funder MetLife foundation, as well as any local funders. You will find examples of the materials described below throughout this tool kit.

n a Pitch Letter (or E-mail) is a brief, personalized letter used to suggest a story idea. often, the first paragraph reads like the lead of a newspaper article. other times, it begins by refer-encing a recent article or particular segment that relates to your story idea. the pitch then goes on to “package” the story by describing potential sources, statistics and photo opportu-nities. You can also use a pitch letter as the basis for phone calls.

n a Media Advisory is used to invite journalists to an event. it tells the “5Ws” (who, what, where, when and why) in less than a page—usually in the form of bullet points. Be sure to include your contact information at the top and mention any photo opportunities.

n a News Release tells your story in the form of a newspaper article. it is used to:

• describe a program. “Retirees Help Local Elementary Students Get in Shape”

• give the record of an event. “Nonprofits Recruit Older Adults at Opportunity Fair”

• discuss a trend. “Older Volunteers Help Nonprofits Survive Cutbacks”

• share useful tips. “Simple Steps Can Protect Against West Nile Virus”

news releases are typically no more than a page and a half double-spaced, and they include the following elements:

• the date, your contact information and “for immediate release” at the top

• a brief, factual headline

• a lead paragraph that describes the who, what, where, when and why

• 3-4 supporting paragraphs with details and quotes

• a boiler plate paragraph that describes your project and Wisdom Works

• the symbols “###” at the bottom to signal the news release is complete

n a Letter to the Editor is used to respond to a recent article or add additional perspective. for example, you could reference an article about “the aging of america,” bridge into the importance of using older adults’ skills and experience, and explain how your project achieves this goal.

n an Op-Ed is an opinion piece in the newspaper, written by an expert, that brings attention to an important political, social, or local issue. Before writing an op-ed, it’s helpful to call the op-ed editor and see if he or she is interested in the topic. Be sure to ask about submission guidelines and whether there is an exclusivity policy.





n a Calendar Announcement is used to invite the public to an event. Many media Web sites have an online form you can use to submit listings. if not, you can send an e-mail to the appropriate person that explains the “5Ws” in two or three short sentences. typically, you need to send calendar listings at least two weeks in advance, but some magazines require several months’ notice.

n a PSA is a 10, 15, 20, or 30-second script for radio and television stations. it can be used to promote an event, recruit volunteers, or share brief tips. Be sure to include your contact information at the top.

n a Fact Sheet provides basic information about your program, such as its purpose, accomplishments, history, structure, and funding. it can also include statistics about the issue your program is addressing. You can send your fact sheet to journalists as background information and post it on your Web site.

n a Case Study is a “good news” story that shows how your Wisdom Works program is making a difference. You can send case studies to journalists as background information and also post them on your Web site.

Preparing Your Pitch ... Continued





contacting the Medianow that you’ve finished all of your legwork, you’re ready to start pitching. Below are some tips for when and how to contact reporters.

General Pitching Tips

n introduce yourself and ask if the journalist has a minute. (it’s best to call print media from 10 a.m. to 2 p.m.; television from 10–11 a.m. or 1–3 p.m.; and radio before 8:30 a.m. or between 10 a.m. and noon.)

n Be able to make your pitch in less than 30 seconds.

n avoid using words that may be unfamiliar to the reporter. for example, journalists are more likely to recognize the term “volunteering” than “civic engagement.”

n Make sure to mention photo and video opportunities.

n offer to fax or e-mail written materials.

n When following up, offer new information, such as an additional photo opportunity.

n if a journalist isn’t interested, respect that decision.

n if you get voice mail, leave one message with a brief pitch, your name and number.

n don’t pitch the same idea at once to two reporters who work for the same place.

n When pitching a seasonal story (i.e. Winter Workouts for kids), begin your outreach to newspapers, radio and television stations 2-3 weeks in advance. Magazines may require 2–3 months’ notice.

Timeline for Contacting the Media About an Event3-4 Weeks in Advance: Write and e-mail your calendar announcement to print and online calendars. Write and send Psa scripts to radio and television public affairs directors. follow up with a phone call.

2 Weeks in Advance: Write your media advisory. send it to weekly newspapers and magazines, organization newsletters, and church/congregation bulletins.

5 Days in Advance: e-mail or fax the media advisory to your media list. follow up by making phone calls.

Day Before: Make follow-up calls to offer new information, such as a photo opportunity with a local celebrity. confirm attendance and resend the media advisory. Make sure reporters can reach you anytime at the number provided.

Event Day: call newsrooms in the morning to answer questions and offer to re-fax the media advisory. Make sure you carry your cell phone at all times. greet reporters and help facilitate interviews and photo opportunities. distribute your news release.

Afterward: respond promptly to any questions from journalists. follow-up with reporters who were interested but didn’t attend. send copies of any coverage to [email protected].





using Your Web site and social MediaWhile contacting reporters is a key part of media relations, you also want to make it easy for journalists, volunteers, and donors to find you on the Web. Below are some tactics for building an online presence for your Wisdom Works project.

n ask your senior center and area agency on aging to post information about your Wisdom Works project on their Web sites. a good place to start is by sending them your fact sheet, which should include contact information for both the public and media. ideally, you will be able to post additional information like upcoming events, case studies, news releases, and links to media coverage.

n see if you have a volunteer who is willing to create a Web site specifically for your Wisdom Works project. include the information listed above, and ask your senior center and area agency on aging to create a link to your Web site from their Web sites.

n if you have volunteers who are comfortable with online social networking sites like eons or facebook, ask them to create a “profile” for your Wisdom Works project. this will allow volunteers to stay on top of new developments and easily introduce your project to their online network of friends. it also makes it easy for potential volunteers with similar interests to find your project online.

n for a more basic effort, ask volunteers who use online social networking sites to spread the word about upcoming events and volunteer needs through their online network of friends.

�0 A program of the National Council on Aging • Made possible by a grant from MetLife Foundation


A program of the National Council on Aging • Made possible by a grant from MetLife Foundation ��


Making the Most of coverageWith a lot of hard work and a little luck, you will succeed in getting your Wisdom Works project into the news. Below are some ideas for leveraging coverage to expand your project’s impact, recruit volunteers, attract additional funding, and influence policy.

n send any reporters who cover your Wisdom Works project a thank you note or e-mail. Be sure to mention that you would love to be a resource for future stories relating to volunteerism, older workers, aging issues, etc.

n forward copies of any coverage to your current funders—especially if the story mentions them by name. include a note thanking the funder for their continued support of your project.

n When pitching yourself as an expert source, include links to previous articles in which you were quoted.

n e-mail your friends and colleagues links to any coverage with a brief note about your project and how they can get involved. ask them to pass it on to others who might be interested.

n send a letter to faith-based leaders explaining your project, and ask them to let congregants know about opportunities to serve. enclose copies of recent media coverage.

n forward any stories to your local and state legislators with a brief note explaining the value of civic engagement. You can use the introduction of this tool kit as a basis for your letter.

n Bring copies of articles and stories to meetings with potential donors. Media coverage can help enhance your project’s credibility.





sample PitchA “pitch” is used to sell your story to journalists. It’s common to make a pitch phone call or send a pitch e-mail, and then follow up by sending additional background information.

Telephone Pitch

YOU: hi, i’m Bob smith, and i’m with a group of senior citizens that’s started a free after-school fitness and nutrition program for low-income children. do you have a minute?

REPORTER: Yeah, but that’s about it.

YOU: Well, as you’ve recently reported, close to 18 percent of children in our area are now considered obese. We’re offering after-school fitness activities twice a week at aBc elementary school, so kids have a safe place to get exercise. We also provide healthy snacks and talk about how to make good food choices.

REPORTER: uh huh…

YOU: i’d love to put you in touch with some of the parents and children, and the senior volunteers who lead our activities. You’re welcome to stop by aBc elementary on a tuesday or thursday afternoon at 3:45 p.m. to see our program in action.

REPORTER: it sounds like a worthwhile program. can you send me something in writing?

YOU: sure, i’ll fax over our flyer right now. thanks for your time.

E-mail Pitch

re: retirees Launch after-school Program to fight childhood obesity

dear rick reporter,

i was deeply troubled by your March 13 segment about how childhood obesity rates in our area have climbed to nearly 18 percent. i thought you might be interested that some local retirees have launched a free after-school fitness program for low-income children in Willowville.

our program meets tuesday and thursday afternoons at aBc elementary school, located on 123 Pleasant drive. older volunteers lead 45 minutes of structured games and fitness activities, and then we provide a healthy snack. one of our volunteers is a retired nurse, and she talks with the children and parents about making healthy food choices.

i would be happy to put you in touch with some of the families we’re helping, as well as the volunteers who lead our program. You’re also welcome to stop by aBc elementary school on a tuesday or thursday at 3:45 p.m. to see us in action. if you have any questions, please call me at 123-456-7890 or e-mail [email protected].

sincerely,

Bob smith





sample Media advisoryM E D i A A D V i S O r YMarch 29, 2008for immediate release

C O n tA C t: Jane smith, community cause corps, 123-456-7890, [email protected]

Nonprofits to Recruit Seniors at April 5 Opportunity Fair

W h At: a growing number of nonprofits are relying on older workers and volunteers to continue providing essential services in the face of funding cuts. on april 5, more than 20 local organizations will visit XYZ senior center to network with area seniors about paid and unpaid opportunities to serve the community. retired anchorwoman sally celebrity will speak during lunch about her efforts to launch a childcare program for teenage mothers.

W h O :

n More than 20 local nonprofits with paid and unpaid service opportunities

n hundreds of older adults from rockland and surrounding areas

n sally celebrity and teenage mothers being helped by her childcare program

W h E n : saturday, april 5, 10 a.m. – 1 p.m. (sally celebrity will speak during lunch at noon.)

W h E r E : XYZ senior center 123 any street rockland, Md 20852

W h Y:

n older adults are america’s fastest growing resource.

n april is national Volunteer Month!

p h O t O O p p O r t U n i t Y:

sally celebrity will be available for photos at 11:30 a.m. with two of the teenage mothers and children being helped by her community childcare program.

# # #

Community Cause Corps is a senior-run organization that connects retired professionals with paid and unpaid opportunities at nonprofits. It is part of Wisdom Works, an initiative by the National Council on Aging (www.ncoa.org) to create new models for civic engagement among older adults. Wisdom Works is made possible by funding from MetLife Foundation.





sample news release an E W S r E l E A S EMarch 6, 2008for immediate release

C O n tA C t: sarah smith, 123-456-7890, [email protected]

Volunteers Needed to Help Low-Income Seniors Claim Federal Stimulus Payment

PLeasantViLLe, Md—to help stimulate the economy, the federal government will be sending a one-time payment to 130 million american households later this year. Seniors Helping Seniors is seeking volunteers to make sure eligible low-income seniors don’t fall through the cracks.

Seniors Helping Seniors will hold volunteer training at aBc Library on March 15 and 16, from 10 a.m. to noon, to explain the stimulus payment and the special irs form that certain seniors will need to complete. Volunteers will then sign up to staff information and assistance tables over the next month at senior centers, libraries and grocery stores.

“Most people just need to file their taxes as usual, and the irs will send them a check of up to $600 for individuals and $1,200 for married couples filing jointly,” explained John smith, a retired accountant who volunteers with Seniors Helping Seniors. “however, people who don’t normally file a tax return—because their income is below the required level—may still be eligible for a pay-ment of $300 for individuals and $600 for married couples filing jointly.” the stimulus payment is different than a tax refund and will arrive as a separate check.

to qualify, people must have received at least $3,000 in 2007 from social security, Veterans affairs, railroad retirement, or a combination of these, along with any income earned in 2007. those who do not normally file a tax return must complete a simple irs tax form called a 1040a to receive their stimulus payment. the form is available at most public libraries and post offices, or online at www.irs.gov.

for more information about the stimulus payment, visit www.ncoa.org. to register for a volunteer training session, call 123-456-7891 or e-mail [email protected].

# # #

Seniors Helping Seniors provides opportunities for retired professionals to use their knowledge and expertise to meet critical community needs. It is part of Wisdom Works, an initiative by the National Council on Aging (www.ncoa.org) to create new models for civic engagement among older adults. Wisdom Works is made possible by funding from MetLife Foundation.

�� A program of the National Council on Aging • Made possible by a grant from MetLife Foundation




sample news release Bn E W S r E l E A S Eapril 3, 2008for immediate release

C O n tA C t: Pat smith, 123-456-7890, [email protected]

National Grant Awarded to ABC Senior Center Senior Activists to Open Career Doors for Low-Income Women

WaterViLLe, iL—aBc senior center has been awarded a $20,000 grant from the national council on aging (ncoa), in partnership with MetLife foundation. a team of senior activists will use the funding to launch a skill building and career coaching service for low-income women trying to re-enter the workforce.

aBc senior center is seeking older volunteers with backgrounds in human resources, manage-ment, communications and administrative support. Volunteers will be called upon to lead seminars and provide one-on-one mentoring to women referred to the program by Waterville’s department of family services.

“By offering women the training and support they need to succeed in a professional environ-ment, we can open doors that will allow them to provide the type of life they want for their fam-ily,” said director kim Jones, a retired human resources specialist who spent more than 20 years with XYZ insurance group. “this is an opportunity for newly retired Baby Boomers and other older adults in our community to put their wealth of experience to service.”

the grant is part of ncoa’s Wisdom Works initiative, which views older adults as an essential resource for meeting critical community needs. “By 2030, adults 55+ will be 77 million strong,” said Wisdom Works director constance todd. “our goal is to bring to mind a new vision, expectation and reality of how investing in the knowledge of older adults as a resource can create consequential change.”

aBc senior center will support the senior volunteer team through leadership training based on new self-directed models of civic engagement. Because a major goal of the initiative is to encour-age new community partnerships, the center will conduct the program in association with the Waterville chamber of commerce, the Waterville Workforce collaborative, and the Waterville department of family services.

the project builds on more than 4 years of progress by Wisdom Works teams around the country, which are supported by MetLife foundation. “the success of the Wisdom Works projects gives hope that volunteers can make a real difference in their communities and people’s lives,” said sibyl Jacobson, president and ceo of MetLife foundation.

seniors interested in volunteering should contact kim Jones at 123-456-7888 or e-mail [email protected].

– More –





ABC Senior Center serves as the focal point for programs and services related to aging in Waterville. In addition to a variety of exercise, computer, recreation and educational program for adults 60 years and older, the center houses an extensive outreach program that is available to all members of the community. Information is available on topics such as health insurance counseling, home repair, Medicare/Medicaid, legal assistance and aging in place. Visit www.abcseniorcenter.org to learn more.

The National Council on Aging’s mission is to improve the lives of older Americans. NCOA programs help older people remain healthy and independent, find jobs, access benefits programs, and discovermeaningful ways to continue contributing to society. A non-profit organization with a national network of more than 14,000 organizations and leaders, NCOA was founded in 1950 and is based in Washington, DC.

MetLife Foundation, established in 1976 by MetLife, has been involved in a variety of aging-related initiatives. Since 1986, the Foundation has supported research on Alzheimer’s disease through the MetLife Foundation Awards for Medical Research program and has contributed over $10 million to efforts to find a cure. In addition, the Foundation has provided support for a variety of healthy aging projects addressing issues of caregiving, intergenerational activities, mental fitness, health and wellness programs, and volunteer opportunities. MetLife Foundation supports health, education, civic and cultural programs throughout the United States. For more information about the foundation, visit www.metlife.org.

# # #

National Grant Awarded to ABC Senior Center ... Page 2





sample Letter to the editordear editor,

Your June 3 news brief, “clark county Birds test Positive for West nile Virus,” highlights the importance of mosquito bite prevention. People over age 50, in particular, have a higher risk of becoming seriously ill if they get infected.

the good news is there are simple steps people can take to reduce their risk. one of the most important is to use mosquito repellent outside—especially between dusk and dawn. Whenever possible, people should wear long-sleeved shirts and pants.

an easy way to keep mosquitoes out of the home is by fixing or installing window and door screens. it’s also important to empty water from buckets, pool covers, flower pots and other items. even a small amount of standing water can be enough for a mosquito to lay eggs.

Visit ccfightthebite.org for more tips on prevention.

sincerely,

tim Jones Member Clark County “Fight the Bite” Coalition





sample op-edStop Overlooking Our Community’s Fastest Growing Resource

By Jane Doe

By 2030 adults 55 and over will be 77 million strong. Many of these individuals are highly skilled professionals with decades of experience in health care, education and other high demand fields. it’s to everyone’s advantage for them to continue contributing to the community well past traditional retirement age.

community organizations and nonprofits have an unprecedented opportunity to tap into older adults’ skills and expertise. this is particularly critical in the current economic downturn, when budgets are being cut as needs increase.

the first step to harnessing older adults’ potential is overcoming ageism. it’s time organizations realized most older adults are flexible, tech-savvy and able to learn new skills. organizations also need to get creative with human resources strategies like flexible scheduling and virtual volunteering.

in our own community, some forward-thinking organizations are actively recruiting older adults to serve as pro-bono consultants or manage volunteer initiatives. these individuals are helping nonprofits build their capacity in areas like fundraising, communications, outreach and program development.

By asking older adults to put their professional skills to service, organizations are making a smart investment. according to the corporation for national and community service, nearly three-quarters of volunteers in professional or management roles continue volunteering. More organizations should get on board, so we can all benefit from the vast experience older adults have to offer.

Jane Doe is president of Community Cause Corps, a senior-run organization that connects retired professionals with volunteer opportunities at nonprofits. The organization is part of Wisdom Works, an initiative by the National Council on Aging.





sample calendar announcementA calendar announcement is used to invite the public to an event. Check the Web sites of newspapers, magazines, radio stations and television stations for information about where to send them. Often, you will need to submit an event at least two weeks in advance. Magazines may need two or three months’ notice.

C A l E n D A r A n n O U n C E M E n tMarch 18, 2008for immediate release

C O n tA C t: Jane smith, community cause corps Placement specialist 123-456-7890, [email protected]

April 5 Opportunity Fair for Seniors

senior oPPortunitY fair—More than 20 local nonprofits will visit XYZ senior center, located at 123 any street, saturday, april 5, to network with older adults about meaningful paid and unpaid opportunities to serve the community. sally celebrity will speak during lunch about her efforts to launch a childcare program for teenage mothers. the opportunity fair will take place from 10 a.m. – 1 p.m., and a free lunch will be provided. call 123-456-7890 or e-mail [email protected] for more information.

Community Cause Corps is a senior-run organization that connects retired professionals with paid and unpaid opportunities at nonprofits. It is part of Wisdom Works, an initiative by the National Council on Aging (www.ncoa.org) to create new models for civic engagement among older adults. Wisdom Works is made possible by funding from MetLife Foundation.





sample Public service announcement (Psa)p U B l i C S E r V i C E A n n O U n C E M E n t

C O n tA C t: sarah smith, Manager, nonprofit Match, 123-456-7899, [email protected]

Put Your Skills to Service!

30:are you a retired or nearly retired professional with expertise to share? do you want to leave a legacy of positive change? Put your skills to service! Local nonprofits need qualified, committed people to improve and expand critical services. call 123-456-7890 or visit npmatch.org to learn about paid and unpaid opportunities.

20:are you a retired or nearly retired professional with expertise to share? Put your skills to service! Local nonprofits need qualified, committed people to improve and expand critical services. call 123-456-7890 or visit npmatch.org to learn about paid and unpaid opportunities.

15:are you a retired or nearly retired professional with expertise to share? Put your skills to service! call 123-456-7890 or visit npmatch.org to learn about paid and unpaid opportunities with local nonprofits.

10:are you a retired or nearly retired professional? Put your skills to service! call 123-456-7890 or visit npmatch.org to learn about opportunities with local nonprofits.

– 30 –

Nonprofit Match is a professional consulting organization that matches older adults with service opportunities at nonprofits. It is part of Wisdom Works, an initiative by the National Council on Aging (www.ncoa.org) to create new models for civic engagement among older adults. Wisdom Works is made possible by funding from MetLife Foundation.



A program of the National Council on Aging • Made possible by a grant from MetLife Foundation 2�


sample fact sheetNonprofit MatchBy 2030 adults 55 and over will be 77 million strong. Many of these individuals are highly skilled professionals with decades of valuable experience. it’s to everyone’s advantage for them to continue contributing well past traditional retirement age.

About Nonprofit Matchnonprofit Match is an initiative developed by a team of older adults at aBc senior center to con-nect other 55+ adults with volunteer opportunities at local nonprofits. since 2007, the initiative has placed dozens of retired professionals in pro-bono consulting positions. consultants volunteer their skills in areas like research, fundraising, outreach and program development to help nonprof-its build their organizational capacity.

What Nonprofit Match Does

n recruits retired professionals for pro-bono (volunteer) consulting opportunities.

n assists nonprofits in structuring meaningful short-term assignments.

n holds networking events for retired professionals and nonprofits.

The National Wisdom Works Initiativenonprofit Match is part of Wisdom Works, an initiative by the national council on aging. since 2003, MetLife foundation has awarded funding for this initiative to provide opportunities for self-directed volunteer teams of older adults to make meaningful contributions in their communities.

Nonprofit Match Supporters and Partnersnonprofit Match is supported by aBc senior center and a grant from the MetLife foundation as part of the national council on aging’s Wisdom Works initiative. Partners include the department of health, university of knowledge, and aBc Library.

Statistics on Older Adults and VolunteeringSource: Corporation for National and Community Service

n By 2020, the number of older volunteers is set to increase by 50 percent, from 9 million to 13 million due to the size of the Baby Boomer generation.

n older volunteers (65+ years) tend to give the most hours per year, serving an average of 100 hours annually.

n Baby Boomers already volunteer at higher rates than previous generations at the same age, which could soon mean higher rates of volunteering among older americans than we see today.

M E D i A C O n tA C t: Jane doe, 123-456-7890, [email protected]





sample case studyA case study is a “good news” story that shows how your Wisdom Works program is making a difference. You can send case studies to journalists as background information and also post them on your website. Below is a fictional example of a case study.

Success Story

How the Senior Fix-It Squad Helped Jane Doe Stay In Her Homefor 72-year-old Jane doe, a house is much more than bricks and mortar. the Pleasantville resident’s home holds more than 50 years of memories.

“My late husband ed and i built our lives here,” doe said. “i can still remember how i felt when he carried me over the threshold the day we were married. i’m not ready to give that up.”

doe almost didn’t have a choice when her home was hit hard by Pleasantville’s heavy rains this spring. When the roof began leaking and her first floor flooded, she worried she would have no choice but to move out.

“it was devastating,” doe said. “the carpet, the furniture—everything was soaked. ed was handy and always took care of the house, so i had no idea where to start.”

fortunately, doe saw a poster at the library adver-tising the senior fix-it squad, a unique senior-run program hosted by XYZ senior center. Led by Bob smith and John Jones, two retired contractors, the pro-gram trains teams of older adults to help repair seniors’ homes.

– More –

S E n i O r F i x - i t S q U A D

The Senior Fix-It Squad, hosted by XYZ Senior Center, helps older adults in Pleasantville make need-ed repairs to their homes. The program, which is run by two retired contractors, recruits and trains teams of older volunteers from the community. Since 2006, teams have helped over 100 seniors and contributed thousands of volunteer hours.

The Senior Fix-It Squad is part of Wisdom Works, an initiative by the National Council on Aging. With support from MetLife Foundation, Wisdom Works helps self-directed volunteer teams of older adults make meaningful contributions to their communities.





Projects range from minor issues, like leaky faucets and loose railings, to larger tasks like roof repair and floor replacement. clients are charged only for the cost of materials, and priority is given to seniors with low incomes. for doe, the squad ended up repairing the roof and replacing her carpet with laminate flooring.

the senior fix-it squad is part of Wisdom Works, an initiative by the national council on aging. With support from MetLife foundation, Wisdom Works helps self-directed volunteer teams of older adults make meaningful contributions to their communities.

“i closed my business back in 2005, so my wife and i would have time to travel,” Jones said. “But i always loved my work, and when i started thinking about all of the seniors on fixed incomes, this seemed like a good way to give back.”

for 58-year-old sally smith, who was part of the team that worked on doe’s home, the experi-ence was both rewarding and educational. “Jane was so grateful that we were able to put things back together,” smith said. “i also have to say my kids are very impressed that i now know how to lay flooring.”

doe is thrilled with her new laminate floors and relieved that she was able to afford the needed repairs. she now volunteers once a week at the senior fix-it squad helping to maintain the pro-gram’s volunteer database.

“the senior fix-it squad was really a lifesaver for me,” doe said. “i want to make sure if some-one else runs into trouble, they’re able to get the help they need.”

To volunteer with the Senior Fix-It Squad or request help with home repairs, call 123-456-7890.

p r E S S C O n tA C t: Bob smith, 123-456-7891, [email protected]

Success Story ... Page 2





resourcesthis tool kit is designed to help you raise awareness about your Wisdom Works project, but it is only a beginning. Below are a few resources that you can use to continue enhancing your outreach efforts.

Community Media Workshopwww.newstips.org/index.php

W.K. Kellogg Foundation Communications Tool kitwww.wkkf.org/Default.aspx?tabid=90&CID=385&ItemID=5000058&NID=5010058&LanguageID=0

The Community Toolboxhttp://ctb.ku.edu/en/tablecontents/chapter_1034.htm

Covering Kids & Families Communications Action Centerhttp://covertheuninsured.org/actioncenter/

Wisdom Works: Building Better Communities Initiative National Council on Aging Web Sitewww.ncoa.org/wisdomworks

RespectAbilitywww.ncoa.org/content.cfm?sectionid=213

2� A program of the National Council on Aging • Made possible by a grant from MetLife Foundation

Wisdom Works: Building Better CommunitiesWisdom Works: Building Better Communities

the national council on aging’s mission is to improve the lives of

older americans. ncoa programs help older people remain healthy

and independent, find jobs, access benefits programs, and discover

meaningful ways to continue contributing to society. a non-profit

organization with a national network of more than 14,000 organizations

and leaders, ncoa was founded in 1950 and is based in Washington, dc.

1901 L Street NW, 4th Floor n Washington, DC 20036 202-479-1200 n Fax: 202-479-0735 n www.ncoa.org

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making the most of media outreach · media web sites offer additional news stories,...

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