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TRANSCRIPT
An Advocacy Toolkit
Telling YourGEAR UP Story
ContentsADVOCACY 101 ...................................................................... 2
TELLING YOUR GEAR UP STORY .................................. 4
DELIVERING YOUR STORY ............................................... 5
TIPS & RESOURCES FOR KEY AUDIENCES ................• ELECTED OFFICIALS• MEDIA• PARTNERS
7
KEY MESSAGES ...................................................................... 8
Congresswoman Jaime Herrera Beutler and White Pass School District students Brenda Draper and Breana Kelly
What is advocacy?Advocacyistraditionallydefinedastheactofsupportingacauseorproposal.Butreally,advocacyisjusttellingastoryaboutsomethingthatisimportantandcelebratingsuccesses,inthiscase,sharinghowGEARUPandcollegereadinessprogramshavebeengoodforyourschoolandcommunity.
Why should I advocate?StakeholdersandotherpotentialorganizationsorindividualsmightnotknowaboutGEARUPandhowimportantitistopreparestudentsforcollege.Tellthem—andthenaskfortheirsupport,withpublicity,funding,orvolunteers!
Who should I tell my story to?Everyone!Thelocalmedia,localandstateelectedofficials,currentandpotentialpartnersinyourcommunity,potentialfunders,yourstudents,parentsandyourcommunity.
When should I tell my story?Allthetime,anytime.Forexample,getthewordoutbeforemajoreventsoractivities(sotheywillwanttocomeandseeforthemselves!),afterstatereportcardscomeoutshowingimprovedtestscores,beforetheschoolboardmakesbudgetdecisionsoranyotherrelevantoccasional.
OK, I’m in! How should I do this?Wethoughtyou’dneverask!Firstthingsfirst,youneedtocreateyourmessage.Then,starttalking—ore-mailing,ortweeting,orhoweveryouliketocommunicate.Readonformoreinfo!
Advocacy101
It’s all about relationshipsTellingtheGEARUPstoryisthefirststepinbuildingarelationshipwithstakeholderswhoyoucanaskforsupport.ThismeanspromotinganawarenessofGEARUPactivities,convincingstakeholdersinthebenefitsoftheprogram,andfinally,askingthemtoactinsomeway.
It’s mutually beneficialAdvocacyisatwo-waystreet!Whenaskingforstakeholdersupport,besuretoletthemknowhowGEARUPisgoodforstudents,theeconomy,andtheirowninterests.Considerhowtheschoolmighthelpstakeholdersmeettheirgoals;itcanandshouldbeawin-winforbothparties.
It starts locallyGetthesuperintendent,schoolboard,mayorandcitycouncilonboardwithGEARUPandtheimportanceofcollegereadiness.
It’s on-going, and long-termAdvocacyisnotaone-timeevent.Rather,it’sacontinuousprocessofcelebratingGEARUP’ssuccesseswithstakeholdersinanefforttobuildandmaintainrelationships.UseourEventChecklisttoremembertoinvitemediaandelectedofficials,takephotosandgetquotestobetterhelptellyourstory!
No lobbying to members of Congress!GEARUPgranteesareprohibitedfromusingfederalfundstoengageinlobbying.ThatmeansyoumaynotrequestincreasesinGEARUPfundingordiscusscurrentfundinglevels.However,youmaysharetheimpactofyourprogramwithelectedofficialsandthankthemfortheirpastsupport.
Advocacy 101
ItisimportanttohaveaclearandconsistentmessagewhentellingtheGEARUPstory.Nomattertheaudience,youcanusethesamestories,dataandanecdotes.FollowthesefivestepsusingourAdvocacyWorksheettocreateanadvocacyplanandacustommessageaboutyourschool:
1. Familiarize yourself with GEAR UP’s key messages. Hint:Justcopyandpaste!
2. List three key statistics/data points that demonstrate that GEAR UP works in your community. Hint:WhatistheevidencethatGEARUPworks?
3. List three examples of GEAR UP at work in your community. These should be specific, true examples from a student, parent, staff or partner. Hint:Whatareyourpremiereventsorprogramsthatpeopleshouldknowabout?Doyouhaveastudentwhohasovercomeobstaclestoachievesuccess?
4. List three things you want or need and could ask for from a stakeholder. Hint:Wouldyoulikevolunteers?Anappearancebyanelectedofficial?Anewspaperstory?
5. List three stakeholders you want to connect with to share the GEAR UP story. Hint:Bespecificand,ifpossible,includehowyouwillconnectwiththemandwhatyouwillask.
TELLING YOURGEAR UP STORY
DELIVERINGYOUR STORYNowthatyouhavetheelementstotellyourstory,youneedtohaveapowerfulandconcisedelivery.Usethissimpleformula:
The Issue: Whatistheissuefacingstudentsorthecommunity?Statethisclearly.The Solution + a Story: HowdoesGEARUPaddressthisissue?Provideaspecificexampleorstatistics.The Ask: HowcanthisstakeholdersupportGEARUP?Howcantheschoolsupportthisstakeholder?
EXAMPLE:Studentswhogrowupinruralcommunitieshavelimitedexposuretothekindsofcareersthatmaybeavailabletothemaftercompletingapostsecondaryprogram.GEARUPaddressesthisissuebyprovidingtheresourcesandopportunitiesforstudentstoparticipateincareerexplorationactivitiesandjobshadowprograms.Infact,75%ofGEARUPstudentscompletedacareerexplorationcurriculumlastyear.
YoucansupportGEARUPinthiseffortbyallowingyouremployeestouseworktimetovolunteerinourclassroomsandtalktostudentsabouttheirowncareersandeducationalbackgrounds.Wecansupportyoubypublicizingyourcompaniescultureofvolunteerismanddedicationtothestudentsandfamiliesinourcommunity.
The average number of phone calls it takes to convince a Member of Congress that an issue is important in their community.
TherearemanywaystocommunicateyourGEARUPstorytostakeholders,includingface-to-facemeetings,phonecalls,letters,e-mails,andsocialmedialikeFacebookandTwitter.Usethemethodthatismostappropriateforyouraudience—andthatwillgenerateattention!Ingeneral,thebiggestimpactwillcomefrommorepersonalcontactincludingpersonalmeetingsandphonecalls,butwithlimitedtimeandresources,Twittercanbeagreattoolforbuildingawarenessandprogramsupport.Remember,advocacyisallaboutbuildingrelationships!
SOCIAL MEDIA FacebookandTwitterareotheravenuesforgettingthewordout—eitherbycreatingafanpageorTwitteraccountforyourschool’sGEARUPprogram,orsimplyusingyourpersonalaccounttopostarticles,links,andinformationaboutGEARUPonyourwallorthoseofyourelectedofficials.
Washington’s Members of Congress on Twitter:@PattyMurray@MariaCantwell@RepDelBene@RepRickLarsen@HerreraBeutler@RepNewhouse@CathyMcMorrisRodgers@RepDerekKilmer@RepJimMcDermott@DaveReichert@RepAdamSmith@RepDennyHeck
Hashtags to Remember:#GEARUP
#GEARUPWorks#NationalGEARUPWeek
#IheartGEARUP
#MyGEARUPstoryFor more on using Twitter, check out the
Mashable Twitter Guide Book.
WeencourageallGEARUPsupporters—particularlystudents,alumni,andprogramstaff,totweetmessagestotheirelectedofficials.It’sastraightforward140charactersthatcanspeakvolumes.Notsurewhattosay?Trysomethinglike:
• DidyouknowWA#GEARUPkidsenrollincollegeatarate28%higherthantheirlow-incomepeers?#GEARUPWorks
• Thankyou@PattyMurrayforyoursupportof#GEARUP!WA&thenationappreciateyourdedicationtostudents.#GEARUPWorks
• It’sofficial!@GovInsleeproclaims9/19-23WashingtonGEARUPWeek!#GEARUP#NationalGEARUPWeek
• Soexcitingfortwoofouramazing#GEARUPstudentstogetthechancetomeettheirRepresentative@HerreraBeutlerandsharehow#GEARUPWorksforthem!
TWEET CONGRESS
ELECTED OFFICIALSPolicymakersonbothlocalandnationallevelswanttorepresenttheinterestsoftheirconstituents.TellyourGEARUPstorysotheywillknowthatcollegereadinessisanimportantissueinyourcommunity!
Checkoutwww.gearup.wa.govfor:FindYourLegislators(U.S.andWashingtonContactInfo)TipsonContactingElectedOfficialsTipsforWritingLetters/EmailstoMembersofCongress
MEDIAConnectingwiththelocalmediaaboutGEARUPatyourschoolisakeywaytoengagewiththecommunityandsharesuccesseswithabroadaudience.Italsohelpstoinspirestudents,parentsandschoolpersonnelwhentheyarefeaturedinnewspapersandmagazinesoronTVorradioshows.
PARTNERS & FUNDERSCommunityorganizationsandbusinesses,universitiesandcommunitycolleges,aswellaslocal,stateandnationalfoundationsandfundingagencieswillbekeyinthesustainabilityofGEARUPatyourschool.Seekoutandbuildtheserelationshipsnow.
TIPS & RESOURCES FOR KEY AUDIENCES
ConnectingwiththelocalmediaaboutGEARUPatyourschoolisakeywaytoengagewiththecommunityandsharesuccesseswithabroadaudience.Italsohelpstoinspirestudents,parentsandschoolpersonnelwhentheyarefeaturedinnewspapersandmagazinesoronTVorradioshows.SpreadthewordaboutOregonGEARUP!
“Traditionalmedia”includesnewspapers,magazines,TVandradio.Therearespecificways(mediaalerts,pressreleases,andpitchletters)tocontactthemeitherbeforeorafteranevent,orsimplytobeprofiledinthelocalnews.Thereareafewguidelinesthatapplytoallofthese:
KNOW YOUR MESSAGE!1. Rememberthe4C’s:
• Consistency(havekeytalkingpointswrittendown)• Candor(beopenandsincere)• Credibility(repeatgoalsandbenefitsforthecommunity)• Control(alwaysprovidearesponse;almostneversay“nocomment”asitassumesguiltorthatyou’re
hidingsomething)2. Everystoryneedsaface–focusonspecificstudents,parents,etc.whocanreiterateyourmessage3. Gatherdatainadvance–haveinformationaboutGEARUPandyourschoolavailable
CONTACTING MEDIA OUTLETS Media Alert1. Beforeanevent(ceremony,guestspeaker,student-runevent)takesplace2. TheBasics:Who,What,Where,When,Why3. Identifycontactpersonformedia,includephonenumbersande-mail4. Statenewsinheadline5. Provideadditionaldetailsthatmightinterestthemsuchasguestspeakers,6. Includedirectionsifit’snotawell-knownlocation7. IncludeboilerplateinformationaboutGEARUPandyourschool8. E-mailalerttoappropriatenewsdesk;beawareofdeadlines!9. Followupwithreportertoseeifhe/sheiscoming,presentations,etc.
Press Release1. Afteraneventtakesplace2. Identifycontactpersonformedia,includephonenumbersande-mail3. Summarizestoryinheadlines
MARKETINGGEAR UP INYOUR COMMUNITY
4. Providedetailsoftheeventandrelevantquotes5. Donotexceedonepage6. IncludeboilerplateinformationaboutGEARUPandyourschool7. E-mailtomedia8. Havespokespeopleavailableformediacallsandlineupstudents/parentswhoareavailableor
interviews
Pitch Letter1. Knowtheaudience2. Frameitaspartofalarger,relevantissue3. Addresstoaspecificperson,whenpossible4. Haveacompellingfirstline,followedbyinformationastohowthestoryrelatestotheiraudience5. Havestorycomefromarecognizablename,whenpossible6. Includecontactinformation7. Followupwithphonecallore-mail
GEAR UP IN WASHINGTON:WashingtonStateishometoelevenGEARUPprograms—thestateGEARUPprogramandtenGEARUPpartnershipgrantees.Alltogether,ourprogramsserveover34,000studentsin72schooldistrictsstatewide.
WASHINGTON STATE GEAR UP KEY MESSAGES:• Wepromoteequalaccesstoeducationandeducationalexcellencethroughconcertedpartnershipeffortson
behalfoflow-incomestudents.
• Weencouragestudentenrollmentinrigorousandchallengingcurriculaandcourseworkinordertoreducetheneedforremedialcourseworkatthepostsecondarylevel.
• Weprovideinformationaboutfinancialaidtostudentsandtheirfamilies.
• We improve the number of participating students who obtain a secondary school diploma and enterpostsecondaryeducation.
• Wepromotereformsandimprovementsintheschoolcurriculumaswellasinteachingandlearningmethods.
• WebuildlocalandstateeffortstoencourageinvestmentthatwillsustainGEARUPactivitiesandservicesbeyondthefederalgrantperiod.
• Wedevelop regionalandnationalpartnerships tobuildprogramcapacity to serve low-income studentsacademic,financial,andsocialsupportneedsstatewide.
Key MessagesWHAT IS GEAR UP?CreatedbyCongressin1998,GEARUP—GainingEarlyAwarenessandReadinessforUndergraduatePrograms—isafederalprogramfundedbytheU.S.DepartmentofEducation.Thegoaloftheprogramistosignificantlyincreasethenumberoflow-incomemiddleandhighschoolstudentswhoarepreparedtoenterandsucceedinpostsecondaryeducation.
Sincebecominglawin1998,GEARUPhasbecomeaprolificprogram,impacting12millionstudentsin49states,WashingtonD.C.,andtheU.S.territories.
GEARUPcurrentlyserves647,772low-incomestudentsandfamiliesin42statesandtwoterritoriesfrom6th to 12thgrades.Itprovidesinformationforstudentsandfamiliesaboutcollegeentrancerequirements,scholarshipresources,academicpreparation,mentoring,counseling,andfinancialaid.
ThecontentsofthispublicationsweredevelopedunderagrantfromtheDepartmentofEducation.However,thosecontentsdonotnecessarilyrepresentthepolicyoftheDepartmentofEducation,and
youshouldnotassumeendorsementbytheFederalGovernment.
ThisguidewasdevelopedbyWashingtonStateGEARUPandisanadaptationoftheOregonGEARUPprogram’sadvocacytoolkit,andtheNationalCouncilforCommunityEducationPartnershipsNCCEP/GEARUPResourceGuideandEffective
Advocacy Toolkit.