How to partner with external organizations for Community Service
Many times, programs, projects, and events held by the American Legion Auxiliary are held at the post with primarily members attending and volunteering. In an effort to promote community service activities and build community partnerships, units are encouraged to host public events to raise community awareness of what we do while focusing on our national heroes.
Community Outreach Examples:
- Host a blood drive.
- Help coordinate a run/walk benefit for any variety of external organizations.
- Host free or “pay what you can” meals open to the entire community.
- Facilitate theme-related events such as an Easter Egg Hunt, winter holiday party, or Trunk-or-Treat open to the community.
- Clean up trash at a local park or other highly trafficked public area.
How to Partner:
- Gather a small group of active Auxiliary members (not necessarily officers) to develop a list of potential community partners — both individuals and organizations. Contact the individuals and organizations/groups that would make good collaborators on the project. Host a planning event to bring this focus group together to discuss your project.
- Working with your partnering organizations/groups, develop an event that will benefit your community. See Community Outreach Examples (at the top) for some event possibilities.
- Get down to the details. Create a budget. Secure media partners for promotion of the event and any sponsorships needed to fund it (i.e., sponsorships for free food, giveaways, prizes, etc.).
- As you solicit donors and the media, have a prepared “elevator speech” that covers the aims and goals of the project, including information about the key organizations with which you are collaborating.
- Know your objective and target audience.
- Focus on the shared purpose/passion behind the project.
- Identify a media outlet that best fits the needs of your project; the one you like best may not be the best to promote the project. You might select one key media source for any special promotions or access, but you should send information to all local newspapers, television stations, and radio stations.
- If you are seeking a donation of television time, be cautious of February, May, and November, as these are “sweeps” months. During these months, a television station may be less likely to donate airtime.
- Notify the media of your event in advance with a press release and phone call, inviting specific contacts at the outlet to attend four to six weeks in advance. Remind the general media of the event two weeks before the event date with a media advisory or press release.
- Be sure to ask your media sponsors for time, not money. Remember: Their donated time is money you save and be aware of the size of the media market in your town.
- A large media market may mean you are able to get the radio or TV station to develop the promotional spot and donate airtime. A smaller market means you may be able to get more coverage for your event.
- Regardless of the size of the media market, be sure to announce where those interested can get additional information.
- Be realistic. While your event or cause is important, you’re likely not going to get the front page or prime news coverage unless it’s something that is impacting a significant number of people in an unusual way, and even then, you may not.
- Ask for a specific schedule of when your advertisements will appear.
- Be firm on project deadlines.
- Scope out possible locations for your event. Consider a central community location if your post home does not have the capacity to host the event. If the event has sponsors, ask if they could donate space to hold it. Obtain and have the necessary permits on hand. Plan for extras that will be needed such as food and audio/visual equipment.
- Fulfill all promises to sponsors, such as booths or signage at the event.
- Recruit volunteers for additional help at the event as needed.
- Submit news releases to be published within 10 days before the event, inviting the community to attend. Weekends are a great time to get coverage. It’s a slower news cycle. Also, consider small radio stations and small-town newspapers. Some coverage is better than no coverage.
- Add the event to community calendars for newspapers and media outlets.
- Provide information on main partners’ websites and social media accounts.
Possible local partners/volunteers:
- Local high school groups
- Local college student groups
- Local churches
- Other veterans service organizations
- Local nonprofit organizations
- Any organizations your unit has established connections with
- Individuals interested in volunteering with the Auxiliary (“Auxiliary Advocates”)
Follow-Up: Evaluate the Success of the Event
- Did your event accomplish the stated objectives? If not, was there another meaningful outcome?
- Did those in attendance express interest in getting more information about or joining the ALA? This should be considered a success since you were a positive representative of the ALA.
After the Event:
- Be sure to thank any sponsors or donors with a personal note saying why their donation mattered. If you have any media clippings or participation numbers to cite, include them.
- Send a personal ‘Thank You’ note to all community volunteers expressing your appreciation. Say how much you enjoyed working with them and invite them to participate again with the Legion Family at a future volunteer event, if available.
- Thank any organizations or individuals who helped your event run smoothly (i.e., getting a permit or promoting the event) with a token of appreciation such as a greeting card signed by unit members and other event organizers. Be sure to include “American Legion Auxiliary” and other partnering organizations on the card.
- Send photos and detailed information about your event for consideration in the Auxiliary magazine to alamagazine@ALAforVeterans.org. Doing so may gain more exposure for your unit and sponsors!
- Share your event photos in the ALA Community Service Facebook Group.
