October 2011 - Parks & Recreation - 99

virtual window to your " store. " Just as if
you opened an ice cream shop in your
downtown area, make your Facebook
page welcoming, interesting, and inviting and then start a conversation with
those who join.
Continue by establishing relationships with participants and organizational partners:
■■ ■Ask your current participants, volunteers,
and interested parties to tell people about
your organization. Word of mouth is a very
powerful tool.
■■ ■Did someone call your office and ask
about programs? Be sure to follow up
and develop a relationship with the person. The personal connection may help
them get over fears and attend an activity.
■■ ■Consider hosting small events like open
gym days for people with disabilities,
their families, and those interested in

learning more information. A little publicity and a little food can turn a small event
into a valuable outreach opportunity.
■■ ■Develop partnerships with your local
health care providers like the Veterans
Administration. Think of various people
to directly reach out to: (1) recreational
therapists, (2) directors of various units
(offer to come in on a regular basis to talk
about your services), and (3) physical
therapists with whom you can connect
and develop relationships with and who
can send you referrals.
■■ ■Develop partnerships with nonprofit organizations who are doing similar work
such as Blaze Sports, Paralyzed Veterans
of America, Disabled Veterans of America, Disabled Sports USA, and groups that
are local to your community.
■■ ■Ask your local veterans groups and other
appropriate groups to be mentors in your

program. Mentorship can be as simple as
attending events and workouts.
Most importantly, realize that developing and working an outreach strategy is
going to take staff time. Therefore, be prepared to devote time to the assessment,
time for creating communications messaging, and time to develop relationships with
partners and participants. Relationships do
not develop over one email or one phone
call. Meet in person and follow up to show
that you have the commitment to make the
relationship work for both parties.
By using these tips and developing
even more effective strategies for your
own unique community, you will be fulfi lling the goal of reaching more people
with your outstanding programs.
Shelley r. o'brien is NPRA

Fundraising Manager.

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w w w . N R P A . O R G    O C T O B E R 2 0 1 1    Parks

& Recreation

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October 2011 - Parks & Recreation

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