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.