Partnership & Communications Specialist (PCS) Training AARP Foundation Tax-Aide
National Office Staff Marcy Gouge, Assistant National Director, mgouge@aarp.org North Atlantic Region, Eastern Region, Gulf Region Dorothy Howe, Assistant National Director, dhowe@aarp.org Plains Region, Pacific Region, Northwest Region Position Not Filled, Assistant National Director Great Lakes Region, Central Region, Western Region David Alexander, Program Coordinator, Dalexander@aarp.org New England Region 1 New PCS Training - 2012
PCS Facilitators Megan Morris PCS Hawaii Joan Jagolinzer PCS Maine Chris McMillan PCS FL1 Sharon Gares PCS VA 2 New PCS Training - 2012
Agenda Overview Webinar 1: July 18 (2 hours) Understanding the Role of the PCS--Megan Morris Working with Your SMT--Joan Jagolinzer Webinar 2: July 25 (2 hours) Partnerships & Coalitions--Marcy Gouge/PCS Facilitators Grant Writing Opportunities--Marcy Gouge/PCS Volunteers 3 New PCS Training - 2012
Agenda Overview Webinar 3: August 1 (2 hours) Volunteer Recruitment Chris McMillian Putting Your Knowledge to Work Megan Morris Webinar 4: August 8 (2 hours) Communications and Social Media Marcy Gouge Working with AARP State Offices and the National Office Sharon Gares 4 New PCS Training -2012
Name (Split) State Introduce Yourself Tax-Aide Experience Years in Program Other Current / Previous Roles Partnership / Communications / Recruiting Experience e.g. Past Lives Goals / Expectations Why did you agree to do this job? 5 New PCS Training - 2012
Glossary of Acronyms PCS RC SC DC LC TCS TRS ADS ERO CC PVC SMT TCE VITA NLT 6 New PCS Training - 2012
Understanding the Role of the PCS Who Am I and What Am I Suppose to Do? 7 New PCS Training - 2012
PCS Multiple Roles Communications / Publicity SMT Function Partnerships Volunteer Recruiting 8 New PCS Training - 2012
PCS is a Critical Component of State Management Team! SMT Function Works with other SMT members to determine State Plan and Goals Works with other SMT members to Determine Priorities and set Action Steps to Achieve Goals Works with other SMT members to analyze level of success at end of tax season 9
The PCS has the opportunity to bring the Tax-Aide message to the community and the state. Communications / Publicity Directs the State Communications Plan Ensures other volunteers communicate standard program messages to the public Mentors/Trains local Communication Coordinators as needed Serves as State resource for Media and National Office 10 New PCS Training - 2012
PCS can help to fill in the gaps between what the state has and what it needs to be successful. Partnerships Works with local/state businesses to obtain donations of cash or equipment Works with local/state organizations to build volunteer base Ensures that all agreements meet program policy 11
PCS helps to ensure that Volunteers are recruited and placed at sites where they can be most effective. Works with the PVC to ensure efficient processing of prospective volunteers Volunteer Recruiting Serves as liaison between PVC and SMT to determine where additional volunteers are needed 12
PCS Toolkit / Resources Job Description PCS Guide AARP National Office AARP State Office AARP Volunteer Portal www.aarp.org/tavolunteers VMIS (via ADS) Prospective Volunteer System 13 New PCS Training - 2012
SMT Role SMT Function 14 New PCS Training - 2012
Working with the SMT Goal Setting Meet with SMT to establish goals for Partnerships, Volunteer Recruitment & Communications Prioritizing Determine which areas of activity are the most important. Determine what you think you can accomplish based upon your strengths, resources, etc. 15
Work with SMT To Develop Plan Ask the questions that will lead you to success: What has worked well in the past? What are the barriers to success? What s the message you want to portray? What levels of volunteers needed? Special target areas geographically? Focus on diversity? What can the State or National Office do to assist? 16
PCS Calendar PCS calendar is a tool for organizing your work. Broken down into three areas: Group 1: Partnerships Group 2: Recruiting Group 3: Communications 17
Your PCS Calendar Month Partnerships Recruiting Communication July PCS Training via Webinars August September October November December January February March April May June 18
July Sample PCS Calendar Month Partnerships Recruiting Communication PCS Training Webinars Meet with SC / SMT to determine State needs / goals August Research Partnership options Assess recruitment needs with SC & DCs. Order recruitment materials. Develop State Partnership & Communications Plan September Prepare and present Partnership proposals. Negotiate and finalize formal arrangements.. Begin intensive State-wide volunteer recruitment campaign. Assist DCs with local recruitment. Write and distribute media press releases for recruitment. October Present all Partnership proposals to the SC for approval. Communication Partnership info to DCs as appropriate. Continue recruitment activities. Review and adjust as necessary. Letters to the Editor for recruitment. November Begin Partnership implementation. Continue recruitment activities. Review and adjust as necessary. December Partnership implementation. 19
Sample PCS Calendar Month Partnerships Recruiting Communication January February Implement partnerships Write and distribute media press releases for Tax Preparation and Site Locations; Dog and pony shows on radio and TV March April Implement partnerships Implement partnerships Continue dog and pony shows on radio and TV; Calendar insertions in newspapers and on TV Calendar insertions in newspapers and on TV May Consult with AARP Tax-Aide members involved in partnerships and evaluate effectiveness; solicit suggestions Talk with SC about recruitment of vacant SMT & district leadership; Contact AARP State Office to get fall recruitment through Inkjets June Review and edit formal partnership agreements for coming year Contact AARP State Office for Newsletter insert on volunteer recruiting; explore other newsletter opportunities Write and distribute newsletter releases on volunteer recruiting 20
How will we accomplish this? During the three webinars we will look closely at each of these key roles of the PCS position Pick the roles that interest you the most If you need training or assistance, call the National Office Start small and do what you know you can accomplish Don t get discouraged! Find a mentor Be a mentor What do you need from this training? 21
Partnerships & Coalitions How can a partnership or coalition help our program? How can I seal the deal? 22
Partnerships and Coalitions Partnerships And Coalitions 23
A Look at Partnerships What is a Partnership? Definition Types of Partnerships What is a Coalition? Example Baltimore Cash Coalition Why should we consider participating in a partnership/coalition? Finding potential partners Internet Use Volunteers Affiliations Standard Sources e.g. BBB, Chamber of Commerce, local businesses/banks 24
The Parts of a Great Partnership Getting approval MOU Signed (if necessary) Follow through Evaluation Create a timeline 25
A Look at Partnerships Selecting a potential partner Approaching the potential partner Be specific about needs Posting on their Website? Volunteers? Supplies? Computer Lab? Donated Computers? 26
A Look at Partnerships Q: How can our partner benefit AARP Foundation Tax-Aide? Q: How can AARP Foundation Tax-Aide benefit our partner? Approval of the deal Close the deal Put it in writing 27
Examples of Successful Local Partnerships and Coalitions AARP Driver Safety Program Credit Unions for Community Development Department of Revenue Society of CPA s Association of Retired Educators AARP State Office United Way RSVP Programs Cash Coalition 28
Discussion What Partnerships do you have in your state? Are there other Partnerships that would be helpful? Is your state already working with Coalitions? Is there an MOU in place? What benefit is the Coalition bringing to your program? What benefits is your program bringing to the Coalition? What benefit is your program giving to the Coalition? 29
Local Funding Opportunities What are your local needs? How can you meet those needs? 30
Why Companies Want to Fund Tax-Aide Business Benefits Cause Marketing Building new and deeper community networks Reaching their targeted customers cheaper and more effectively Enhanced credibility with key customers Enhanced trust and positive perception Access to knowledge and experience to aid in future sales, enhanced services Enhanced employee recruitment and retention 31
Ways to Meet Local Needs Donated funds--payments made either by individuals or businesses/corporations to support the program. Funds are set aside at National Level for use of state program. Used at discretion of SC, with input of SMT. Prudent man standard In-kind donations--goods or services provided to program with no funds exchanged. Goods become the property of AARP Foundation Tax-Aide. Local program has responsibility to maintain and account for. 32
Donated Funds Taxpayers not permitted to ask for contribution Retiree or employee matching grants Corporate Matching Gift Programs (United Way, etc.) Corporate Matching Volunteer Programs (cash for time given) Business contributions of equipment and/or cash support example: Wal-Mart Local Giving, Best Buy Equipment Personal donations 33
In-kind donations Although not direct money, can build your program, especially if you are strategic in how you look for donations Types of in-kind donations include: Equipment Storage Supplies Volunteer recognition 34
Research... Library Networking Search the Internet Grant Opportunities Discuss opportunities with your SMT Follow the steps in the PCS Guide for writing your grant Problem areas 35
How to Succeed with Grants Review guidelines carefully (watch out for niche grants) Follow guidelines precisely and get clarification if needed Be positive Avoid jargon and acronyms Be concise Emphasize how you fulfill their need and fit within their mission 36
What Stays Local? What comes to the National Office? National Office Checks Grants in excess of $5K Grants that have extensive requirements (i.e. annual report, Foundation Executive Director s signature, 990s, etc.) Proposals you would like Development Staff to review (two weeks notice) Local Smaller grants where you don t need assistance from the National Office Retiree and employee matching gifts and/or grants (unless required by the company) No reporting requirements 37
Volunteer Recruiting What are your needs? How are you drawing volunteers into the program? How do you take them from a prospect to a volunteer 38
Volunteer Recruiting Volunteer Recruiting 39 New PCS Training 2012
Current Volunteers Clients Local Media Outlets Newspaper, Radio, TV Multiple Channels Club, Church, Library etc. Newsletters Posters and Handouts at Local Venues Libraries, Senior Centers, Stores, etc. Email lists Specialized Groups teachers, accountants, others? PCV Prospective Volunteer Coordinator 40
National Recruiting Activities AARP The Magazine (Sept/Oct issue) Inkjet message on President s Page Hits 22 million member households mailboxes July 24-Sept 24 AARP The Magazine (Nov/Dec issue) Ad in back of issue Hits 22 million members mailboxes Sept 24-Nov 27 AARP Bulletin (goes to 22 million member households Oct or Nov) small article AARP Viva (bilingual English-Spanish Magazine fall issue) small article with a Tax-Aide volunteer quote Article in AARP Foundation s To Serve newsletter goes to 300,000 donors 41
National Recruiting Activities Article in fall Natl Retired Teachers Assn newsletter to 32,000 chapters Many AARP web pages in Aug Dec Press release in English and Spanish goes to ASD- Communications in fall for distribution to state/local papers Matt Release with guaranteed placement to small weekly/monthly newspapers sent in fall good coverage for rural areas Using Facebook and Twitter for general announcements and location specific appeals 42
National Office Efforts with State programs Email Blasts to AARP members where local programs in jeopardy of closing or where there is a special effort to recruit volunteers, such as a diversity focus. Appeals to AARP members in specific geographic areas through AARP s Call Center. 43
AARP Brand Ads in National Magazines July/August Issue (on sale 6/15) September Issue (on sale 8/31) 6/7, 6/28 & 8/9 August Issue (on sale 7/20) 44
AARP s Volunteer Effort: Create the Good www.createthegood.org AARP Foundation Tax-Aide comes up first in zip code search Also populated on: 1-800-Volunteer 1 Sky AARP AMERICAN RED CROSS American Solutions for Winning the Future City of New York CNCS Craigslist GIRL SCOUTS HABITAT FOR HUMANITY Hands On Network/Points of Light Idealist Network for Good Organizing for America SERVENET.org Sierra Club The Extraordinaries UJC-Jewish Federation USAservice.org VOLUNTEER MATCH Mentor TechMission UNITED WAY Volunteer2 (Canadian) YOUTH SERVICE AMERICA 45 New PCS Training - 2012
PCS State and Local Activities State Use AARP State Office (newsletters, email blasts, community outreach) Provide Sample Materials to Districts / CCs Assure Effective PVC and District follow-through Train and Monitor Prospective Volunteer System Volunteer to supplement local efforts Special assistance based on SMT priorities Work with State level partners Local Media visibility Newsletters, Newspaper, Radio, TV Drop off Handouts and Posters at local venues Encourage referrals from existing volunteers Maintain list of prospects from previous contacts Work with local partners 46
Prospect to Counselor Prospect Approval Train & Test Counselor 47
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Automatic reporting in real time will display the status of prospects by area and can display final results 49 SAMPLE ONLY
50 The same information is available real time to the individual prospect level
Volunteer Portal Resources Many additional resources can be found at: https://www.volunters.aarp.org 51
Communications and Publicity What are your State needs? How do you communicate those needs? 52
Communications / Publicity Communications / Publicity 53
Develop a Media Plan Review the existing plan, if there is one in your state Meet/talk with SMT, DCs, LCs, CCs Learn from your team the kinds of media outreach methods used in the past Find out where they need help Examine successful/not successful media methods utilized in the past Update the existing plan to reflect what the current goals and needs 54
Communications / Publicity Working with the AARP State Office How we Communicate our Message Tools for Working with the Media Working with Local Media Remember: AARP Foundation Tax-Aide 55
Communication Building Block for a Successful Program Know your subject matter Develop your contacts Utilize your AARP Foundation Tax-Aide Partners (SPEC and AAA) Recognize that you may require assistance and input from others 56
AARP Foundation Tax-Aide Talking Points Basics about AARP Foundation Tax-Aide Largest free, volunteer-run tax assistance and preparation service Available to taxpayers with low-and moderate-income Special attention to those age 60 and over (know what this means!) Over 36,000 volunteers Trained in cooperation with and certified by the IRS Help over 2.3 million taxpayers file their federal, state, and local tax returns each year Nearly 6,500 AARP Foundation Tax-Aide sites nationwide 57
AARP Foundation Tax-Aide Talking Points Other Points to Know Services are available in person from February 1 throughout April 15 each year, plus we provide year round support in some states We are aiming for 100% of returns to be e-filed Provide 24-hour year-round Internet tax assistance service through the web site www.aarp.org Taxpayers can pose questions online and get quality-reviewed answers back within a few days 58
AARP Foundation Boilerplate Must be included on all communications The AARP Foundation is AARP s affiliated charity. Foundation programs provide security, protection and empowerment for older persons in need. Low-income older workers receive the job training and placement they need to rejoin the workforce. Free tax assistance and preparation is provided for low and moderate income individuals, with special attention to those 60 and older. The Foundation s litigation staff protects the legal rights of older Americans in critical health, long-term care, consumer and employment situations. Additional programs provide information, education and services to ensure that people over 50 lead lives of independence, dignity and purpose. Foundation programs are funded by grants, tax-deductible contributions and AARP. 59
How We Communicate the AARP Foundation Tax-Aide Message Newspapers press releases, letters to the editor, feature articles, calendar listings Radio and TV news releases, PSAs, talk shows, programming aimed at those over 60 AARP The Magazine ad, ink jet messages Testimonials/Letters to the Editor Social Networking Media 60
Others Who Can Help You Communications Coordinator (CC) A Communications Coordinator for each District can be an essential element in the success of the District. See the job description in your PCS Guide 61
Why Does a District Need a CC The CC can be very critical to the successful completion of the publicity side of the DC position They can be in a more effective position to identify and interface with local media They will be able to focus on local fund raising partnerships The DC can focus their attention to other program needs 62
The CC Challenge Challenges from DC or LC where there has never been a CC What do you do? Discuss with your SC Develop a relationship with the District Coordinator or site Recognize that their site may be maxed out Offer to focus efforts on increasing volunteer base 63
Local Use of Media 64 New PCS Training - 2012
How to Work With Your Local Media Newspapers Radio Television Newsletters 65
The Basics: The Five W s Who is your audience? What is the message you want to convey? Where is the activity? When will it occur? Why is it necessary? 66
Newspapers Letters to the Editor Be brief, thought-provoking, interesting, concise, accurate. Use personal experience or testimonials Do not be afraid to include facts (be ready to back them up) Call the newspaper to obtain the correct address 67
Newspapers Press Releases Send when appropriate Must be newsworthy information examples? Have a tie to the community Don t be offended if you are not published 68
Telephone Interviews Always return phone calls as soon as possible If caught off guard don t guess Tell them you will call them back in X amount of time Keep your word. Call them back on time When a reporter writes a good story, let them know. 69
Newspapers Items to Remember About Print Media Use standard format (Examples Page 51 PCS Guide) Know the roles of various newspaper staff Establish yourself as a source of information Meet the newspaper deadlines 70
Tips for a Good Newspaper Interview Expect to be tape-recorded Nothing is ever off the record Develop & know key phrases Don t say no comment Know your subject matter if you don t know an answer get back to them Be yourself 71
Watch Out for Know when the microphone is open! Remain focused Listen closely and correct misstatements Always tell the truth Don t give out details that could identify a taxpayer! 72
Additional Tips for Radio Radio can respond more quickly in reporting than newspapers and TV Find out which reporters cover your topic Establish yourself as a source of information Suggest ideas or questions that may appeal to the reporter Be prepared to offer information on what s new Be on Time Take a partner to observe, help and later critique 73
Tips for a Good TV Interview Refer to notes only for dates & times Never assume the camera or microphone is off! Watch your mannerisms on TV Show a genuine enthusiasm your service to the community Never lose your temper Anticipate that you will get a question that surprises you Don t be afraid to say that you don t know an answer, then turn to something you do know! 74
Key Points for a Public Service Announcement AARP Foundation Tax-Aide Ready to Assist IRS certified Volunteers Taxpayers need all required documents to start return Free e-filing Call Toll free 888-227-7669 to locate a site or visit www.aarp.org/taxaide Some sites are walk-in and some take appointments Can t do all returns, contact site to ask questions 75
Key Points for Announcement for Volunteer Recruitment Join our Tax-Aide Team Meet New People Learn New Things and Gain Skills Help others with their Taxes Call toll Free 1-888-AARPNow Make a Difference in your community 76
Newsletters - Online & Hard Copy Helps keep district and site volunteers in touch with the latest happenings in your state Encourage other SMT staff to join in the newsletter with further insight to reinforce AARP Foundation Tax-Aide Goals and state goals Advise State Office of Tax-Aide news to include in their monthly newsletters to all AARP members Participate in any & all partner newsletters whenever possible 77
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@Social Media What is Social Media and why should I care? What messages resonate on Social Media? How can I use Social Media to reach potential volunteers? 79
Then and Now 80
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Adult On-Line Activity 82
Do our Clients use the Internet? 89% of Boomers use the Internet, and their online activities extend beyond just e-mail to instant messaging, downloading music or movies, financial transactions, and online gaming 64% have been online for six years or more 7 million Boomers with no children in the home own video game systems Almost a third of bloggers are over the age of 45 And almost half of those 50+ visit video sharing sites like YouTube 83
Low-income households spend more time on the Internet than others, using it for e-mail, researching purchases, finding health information and reading news. They also find the Internet more useful [than others], giving them access to services they can't find elsewhere 90% of all Americans over 13 years old own a mobile phone (double the number who have Internet access). 82% of which have a household income less than $50,000 (which includes 79% of Americans with disabilities). Adult Americans ages 25-44 send/receive an average of 283 text messages per month. Adult Americans ages 45-64 send/receive an average of 83 text messages per month. According to the Cornell Chronicle and Infield Health 84
What Messages Resonate? Inclusivity you can be a part of this group User-ability it is easy and free to use Sharing this was a great opportunity Leveraging tell your friends about this Thanking thank you so much for helping me! 85
Rules of the Road Be Transparent: Always identify your account as affiliated with AARP Foundation Tax-Aide and clearly identify your communications as coming from an AARP Foundation Tax-Aide representative. Be Responsible: Do nothing to damage AARP s standing as a nonpartisan, nonprofit organization or otherwise jeopardize AARP s reputation. Be Non-Partisan: You may not advocate on behalf of a political candidate or political party on any AARP-affiliated accounts. Be Responsive: Social media is a two-way communications platform. Ensure that you are engaged in a dialogue, not a monologue. Be Honest: Respect Copyrights & Confidentiality. Only post things you have permission to post. Make sure you have permission to post any copyrighted (e.g. images, logos) or potentially confidential information. Be Generous: Social media is, at its base, social. Share, connect, and provide links to interesting things going on, both in AARP Foundation Tax-Aide and beyond. Be Interesting: Share Stories & Best Practices. Collect great stories to tell so that others will know about the important work that AARP Foundation Tax-Aide does. Be Respectful: Don t ever give a taxpayer s name, or any other information that could identify a Tax-Aide site or an individual taxpayer. 86
Social Media Plan Possibilities Set up a website for your state program Start a blog-- day in the life of a Tax- Aide volunteer Tweet daily during season about site availability Create and post a You-tube video about program Start a Facebook page for state volunteers 87
Working with AARP State Office Who do I contact at the AARP State Office? How can I work with them effectively? 88
Your AARP State Office Office in every state Larger states may have more than one office Organization: State Director Assistant State Directors for: Advocacy Communications Community Outreach Multi-cultural Outreach Do you have a current relationship with your State Office? 89
How Can the AARP State Office Help Me? They can assist with Volunteer recruitment Program promotion news releases, ads New site expansion or relocating sites Use of office space for meetings Supplying badges, trinkets, photocopying, etc. Volunteer Recognition Volunteer training (non-tax topics) 90
A Final Look at the Planning Calendar What are my priorities as a PCS this year? What are my greatest opportunities for success? What skills or knowledge do I need to acquire or develop to have success? 91
Review of PCS Role What has been the most successful role in your state in the past? Which role do you feel most most comfortable with? What activity sounds like it will be difficult to accomplish? How will the SMT in my state define success? What are the roadblocks to success in my state? 92
A Final Look What does your calendar look like? 93
My Goals for the Next Year Are: 94
Sharing Your Goals What will success look like? What do you need to be successful? How can your SMT help you to be successful? How can your fellow PCS volunteers help you to be successful? How can the National Office staff help you to be successful? 95
Wrap Up Prioritize! You can t do it all The Calendar is your Friend Personalize your approach to suit your state, your resources, and your personality Think creatively there is no box Enjoy the process Don t be afraid to try something new 96