1. NAEH Conference 2013: Reframing for our Future
6.11, Promotion for Events and Organizational Initiatives
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2. Speaking the Language
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3. Presenters Lisa Gustaveson, Seattle University
Faith & Family Homelessness Project
Sara Loken, Community Shelter Board, Columbus, Ohio
Catherine Hinrichsen, Seattle University Project on Family Homelessness (moderator)
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4. Connect With Us #NAEH13 Community Shelter Board on Facebook:
Day to End Homelessness
Sara Colahan Loken
Seattle U Faith & Family Homelessness Project:
Facebook: Lisa Denis Gustaveson
Seattle U Project on Family Homelessness:
Facebook: SUProjectOnFamilyHomelessness
Twitter: chinrichsen_su
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5. Quick Overview of our Project’s Start: Journalism Fellowships
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6. What We’ll Cover A framework for successful events & promotions
Low-cost tips
Ways to engage audiences
Events and promotions we admire
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7. A Framework for Successful Advocacy Events & Promotion
Strategize – Do your research, define your audience, set objectives.
Localize – Demonstrate how the issue is connected to this community.
Personalize – Appeal to emotions, tell stories, show the faces.
Surprise – Reach people in unexpected ways.
Mobilize – Collaborate, partner, engage and spur action.
Publicize – Promote and document before and during, and reinforce/“sell back” AFTER.
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8. My event principle: I’d rather do a great event for 100 people
than a terrible event for 500 people.
Small and successful = greater impact
Success is what people remember.
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9. Element 1. Strategize Do Your Research Define Your Audience
Set Your Objectives –
behavioral, measurable
Cultivate Your Relationships
Research + relationships =
comp appearance by $50,000 speaker
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10. Element 2. Localize Answer the question: “But does it happen here?”
Photo Exhibit, “Looking Into Light,”
National Center on Family Homelessness
With Washington State photos by our
Journalism Fellow Dan Lamont
Street Soccer Team soccer party & “Kicking It” screening
“Motel Kids” screening; “American Winter” screening
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11. Element 3. Personalize Emotional appeal Storytelling
Show the people affected
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12. Element 4. Surprise Reach people in unexpected ways New places
New audiences
New strategies
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13. Element 5. Mobilize Collaborate/partner Engage audiences Spur action
INSERT AM WINTER SLIDE HERE
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14. Element 6. Publicize Promote and document before/during/AFTER.
Become your own news service, and be sure to take lots of photos.
Social media is great, and cheap, but remember your traditional media strategy.
Use publicity to reinforce/sell back later.
See previous five elements.
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15. Low-Cost Tips Recognize anniversaries “backwards”
Do your documenting the day after the event
Collaborate and ask partners to help you promote
Visuals, visuals, visuals! Even from smartphone
Use social media, and learn from people who use it well,
Recruit volunteers who can create content (like videos)
Expand into your personal network, not just work
Find a way to involve kids in your event
Movies like “Motel Kids,” “The Line,” “Kicking It,, “American Winter” are great ways to stimulate discussion; most available on DVD
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16. An event I admire: Housing & Homelessness Advocacy Day, Washington Low Income Housing Alliance
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