1. CFJ Organizer Training: 10/30/2007
DEVELOPING A
BASE BUILDING PLAN
CFJ Organizer Training: 10/30/2007

2. DEFINITION OF OUTREACH
Contacting individuals or groups to become involved in an organization, or to attend an event.
There are THREE kinds of Outreach:
To MOBILIZE: Contacting individuals to persuade them to attend an event or action.
To ORGANIZE: Contacting individuals to persuade them to become involved in an organization or campaign.
Coalition Organizing/Mobilizing: Contacting existing organizations or groups to become involved in a campaign, organization, or to attend an event

3. DEVELOPING AN OUTREACH PLAN
1. Assess Membership
2. Develop Outreach Goal/Purpose
3. Develop Your Strategy and Organizing Message
4. Develop Your Tactics and Materials
5. Develop Your Timeline
6. Evaluation

4. Step One: Assess the Membership
It is essential to assess who you have—in order to guide the direction of your outreach drive...
Demographics (Race, Gender, Track, Grade)
Attendance (Who are the most consistent?)
Quantity---Actual Numbers
Leadership (Current, Developing, Potential)
Current Long Beach leader & new members’ demographics:
4 Youth Organizers: 2 Latinas from Renaissance, 1 Native American from Cabrillo, 1 African American from Poly PAAL
9 other active leaders & new members: 2 Latinas & 1 African American/Latina from Cabrillo, 3 African Americans and 1 Latino from Poly/PAAL, 1 Latino from Wilson, 1 Latina from Renaissance
10 active members in Cabrillo club (predominantly Latino/a & African American)

5. Step Two: Develop Outreach Drive Goals
Importance of Outreach Goals
Allows Organizer to Have a Targeted and Measurable Outreach Plan
Re-build leadership to core leaders. Build a strong base in 3 schools (Cabrillo, Poly, Wilson).
Mobilize 15+ new leads to 11/8 new members’ meeting.
What are your greatest needs? (This will determine who your target constituency is)
How many are we attempting to recruit? Number of recruits should represent 1/3 of total sign ups you are attempting to get.

6. 15 25 40 60 The SCIENCE of NUMBERS Names on List* Contacted
The “2/3rds RULE”. . . If you do your work right, you will get 2/3! 60 40 25 15
Names on List*
Contacted
Say Yes (Y1)
Show Up
*Based on “quality” list

7. Step Three: Develop Outreach
Strategy and Message
OUTREACH STRATEGY
How do you plan on reaching out to your target constituency and achieving your goal?
How will you include the overall campaign strategy into your outreach strategy?
MESSAGE DEVELOPMENT
What message resonates with your target constituency?
Based on message—develop script and outreach materials that appeal to your target constituency.

8. Step Four: Develop Tactics and Materials
TYPICAL OUTREACH TACTICS
Classroom Presentations
One on One’s
Tabling/Afterschool Canvassing
Lunch time
Teacher contacts
PA Announcements
TYPICAL OUTREACH MATERIALS
Flyers, Postcards
Banners
Posters
Poster Boards
Websites/
Stickers
Buttons

9. Step Five: Develop Timeline
SOME SUGGESTIONS:
Develop Week By Week Plan of Action—Do What, By When
Use a Calendar to Map out Key Tasks and Activities
Map Out The Work Plan Not Just For You But For The Leaders
Leaders Should Participate in the Timeline Process

10. EVALUATION
Daily: Were outreach goals met? What adjustments or fine-tuning need to be made? Being clear on quality of “leads” – sharing what criteria we used (enthusiasm, comments, etc)
Weekly: Should be meeting benchmarks towards larger goal. If not, what is keeping us from doing so? (Check-in with “success factors”)

11. SAMPLE OUTREACH STRATEGY AND GOALS
Outreach Goals:
60 Sign Ups
15 Attend Event/Mtg.
Target Constituency:
Poly, Wilson, Cabrillo students,
especially students who aren’t
in college-track programs
Where Are They:
Poly, Wilson, Cabrillo HS
Outreach Strategy and Message:
Strategy: Consistently have a presence at Cabrillo, Poly & Wilson High Schools
Message: Students of color don’t have equal access to college preparation. The District should provide all students of color with the correct classes to go to college after high school.
Outreach Tactics and Materials
1. Afterschool outreach
2. Classroom presentations
3. Sign-up Postcards
4. New Member Meeting postcards
Script (speaking points)

12. SAMPLE OUTREACH STRATEGY AND GOALS
Outreach Plan and Timeline:
Week One:
Set Goals & Prep all materials
Complete 2-3 afternoons of outreach, at least once at each high school
Sign up new contacts (60 quality)
ID 40+ “leads” from Sign-ups
Additional outreach through classroom presentations
Input new leads into database
Prepare for phone banking drive to new leads
Week Two and Three:
Complete phone bank drive to all leads
Prepare for Nov. 8 new member meeting
Prep work for new members workshops in December
Involve interns & leaders in recruitment efforts
Follow-up with 1-on-1’s to all new recruits

13. Sample Outreach & Recruitment Timeline
Week One, Oct
Start after school outreach drive
Evaluate daily & on Friday
Week Two, Oct. 29-Nov. 2
Continue afterschool outreach
Phone banking to all contacts
Conduct Classroom Presentations
Week Three, Nov.5-9
Phone bank all LEADS
Reminder calls for Y1s
Hold new member meeting
Week Four, Nov
Follow-up PVs with new recruits
MONDAY
TUESDAY
WED
THUR
FRI
SAT
SUN 22 23 24 25
Poly HS outreach 26 27 28 29
Cabrillo HS outreach 30 31 1 2
Present-ations at Cabrillo 3 4 5 6 7 8
New member meeting 9 10 11 12 13 14 15
Orgz. Retreat 16
Staff Retreat 17
Board/ 18 19 20 21
Outreach drive
Phonebank drive
Follow-up PVs

15. OUTREACH QUALITY CONTROL
Three Factors Determine Success of Outreach:
#1 Compelling Issue
#2 Contacting Sufficient Numbers
#3 Effectiveness of the Organizer

16. OUTREACH PLAN CHECKLIST
Membership Assessment
Purpose for Outreach
Target Constituency
Outreach Message and Strategy
Outreach Tactics and Materials
Outreach Timeline
Evaluation

17. Definition of Key Terms
Mobilizing
Organizing
Target Constituency