PLANNING
THE CAMPAIGN STRATEGY
Remember
the goal:
Getting a skatepark completed in your area
When trying
to advance from planning to fundraising to construction to opening proceed
with a clear strategy, especially when working with community members and
city government. In order for your campaign to build a skatepark to
succeed in the shortest amount of time you will need to become the local
experts on the sport, skatepark design, and skatepark construction. To do
this, your group will have to demonstrate to others the need for a
skatepark and convince them that they should support the skatepark
financially. Remember, supporters will eventually have to part with some
of their own hard-earned money to make things happen, so you want to be
convincing.
The more
knowledgeable that your group has and the more you demonstrate this
knowledge the more likely community members will be to ask for your
opinion in the future. For example, when it comes to making key decisions
during the construction of the skatepark (when time is money for the
contractor) you will want them consulting you first. You want them to ask
for and respect your knowledge and opinions. For them to even consider
including you, all individuals interested in and associated with the
project must have faith in your knowledge, ability and willingness to work
as part of a team. They must also find that you are accessible, reliable
and dependable.
Develop
an Information Sheet and Fact Sheet
The
campaign should begin with the compilation of a body of information on
skating and skateparks that you can provide to people.
The
Information Sheet
:
It will give them an overview of the skating sports (rollerblading,
skateboarding and bmx) and the growing popularity of skateparks and answer
their questions and concerns about a skatepark. This information sheet
should be one-page in length providing a concise summary of the plan to
build a skatepark in your area and information on skateparks. This page
should also provide information on the need and support for a skatepark in
your area. Remember, the majority of community members are not skaters.
So, concentrate on providing information on the benefits to the community.
Explain the economic and social benefits of a skatepark. Compare skating
to other sports that require a specialized facility, such as tennis or
gymnastics. List the number of individuals that would use and could
benefit from a skatepark. Make people aware that parks are being built all
over the world at an astonishing rate. Describe how popular these
skateparks have become. However, remember that the majority of the
community have never been skaters and will not appreciate stories of
police harassment or how the best spots have been shut down. This
information sheet should be available when youth skatepark committee
members and other involved parties make their first contacts with
community members.
The
Fact Sheet
:
The fact sheet is an extension of the information sheet but provides more
detailed information. The fact sheet answers the nitty-gritty questions
concerning the skatepark. Be sure to make the information sheet your own
so that it speaks to members of your own community. Laws associated with
skating differ from state to state, so do your own research and make the
information packet applicable to your own community. Remember to pass
these fact sheets out everywhere! Never miss an opportunity to increase
support for your skatepark.
Develop
a Flyer
Also
develop a flyer that is a synthesis of the information and fact sheets.
The flyer can be easily mailed without an envelope. Distribute the flyer,
information sheet and fact sheet around the community. Always leave a few
extras. Divide these items up between youth committee members and make
them available during speaking engagements. Make sure the flyer lists the
committee members to contact when people want to inquire about
volunteering and/or want to make monetary or in-kind contributions.
Develop
a Petition
Developing
a petition is essential to your cause. It provides detailed information to
city government and others about how many individuals are in support of
your skatepark project. Make copies of the petition and give them to
friends. Leave them at local skate shops, bike shops and sporting goods
stores. Use your imagination to gather as many signatures as possible. Ask
permission to stand outside grocery stores, the mall, library or sporting
events to solicit signatures.
Don't be
shy, simply state y
our case, ask for support and give everyone an
information sheet, fact sheet or flyer to pass along. Then ask them to
sign the petition. The more people you involve the better your chances
are. Try to get a local newspaper to follow your progress. Ask
schoolteachers for help. Ask parents to take petitions to work. Think
about groups at a college or university in your area. There are literally
hundreds of groups that could be approached for support. Save a few
petition pages for business owners and other prominent members of the
community. Put those pages right on top. When you feel that you have
enough signatures to demonstrate solid grass-roots support, get ready to
take your case to the city council. At a city council meeting you can
present the need and support for a skatepark, and ask to have all signed
petitions entered into the meeting record.
Develop
a Mailing List
Starting
and maintaining a good mailing list requires a lot of time and effort, but
it needs to be done. All of the work will be well worth it. It is best to
start from scratch, as you will have complete control of the content of
the list. The petition pages are a good place to start. The mailing list
should be updated often so that the information is current. Avoid the
tendency to go for the big list, always opt for quality over quantity.
Include only those groups or individuals that have expressed support and
can help to further the cause now or in the future. Don't use other
organizations lists, as they are unlikely to be of much good. The only
exception might be to use the mailing list of a non-profit agency in the
event that you are operating under the umbrella of their non-profit
status. Never pay for a list and never wait until you need the mailing
list to put it together.
Complete
a User Survey
A User
Survey can be developed to gather information from individuals within the
community with regard to their interest in sports that could benefit from
a skatepark. This information is important because it allows you to
accurately address issues such as potential usage patterns. It shows
community members and city government that you are prepared and have done
your research. It also provides a resource of potential volunteers when it
comes time for skatepark design, fundraising and construction. In
addition, the combined information can be invaluable during the design
phase as it provides the design group with information on potential use
patterns, age groups and skill levels.
Complete
a Survey of Communities with Existing Skateparks
A survey
should be sent or given to persons involved with the building of
skateparks in other communities. The results of this survey can provide
powerful information. Persons responding to the survey are likely to be
similar to the individuals who will be deciding the fate of your campaign
for a skatepark. So the opinions of these individuals will be respected
and valued by those individuals (e.g., members of city government). By
developing a survey of communities with completed skateparks you can
identify potentially troubling issues and take steps to avoid them before
you ever speak to the city council. Again, the gathering of this
information will demonstrate that you are prepared, have done your
research and are not asking for allocation of a large amount of funds
without forethought and planning.
Working
with the Media
The
Print and Electronic Media
Develop and
maintain a list of all media contacts, so you know immediately who to call
when needed. Include all of the newspapers, magazines, television and
radio stations in your area on the list. Consider regional and national
sources only if you have a reason to believe they will take an interest.
Newspapers and television editors send out reporters based upon the news
of the day. Magazines, on the other hand, prepare for press months in
advance. Call each contact and ask for their deadlines and submission
criteria. Include this information on your list.
The
Press Release
Press
releases should be written and used to announce and describe anything
newsworthy. Do not send press releases out too far before the deadline. If
the release arrives too early for publication, it is likely to be
misplaced or discarded. Some publications are interested only in
information in advance of some major event. Others are interested in
reporting the fact that something interesting has taken place. If writing
a press release to announce an event that has already occurred, let them
know what happened; and what was seen, said, heard, and who reacted.
Remember, what seems ordinary to you could be fascinating to an editor,
journalist, or host of a radio or television interview program.
A press
release should tell the facts, but not sound like a weekly report at
school or boot camp. It should interest the reader, inspire an editor to
assign a writer to a story, or inspire a television reporter to provide
coverage. Usually it has to be something that will get the general public
interested and involved.
If writing
is not your expertise, do not write a press release. Find someone that is
good with words and who finds the task of writing on behalf of your
organization enjoyable. Keep the press release simple so that it will be
accessible to a large audience.
The
following items should be included in the press release:
1. The headline should set the hook and announce the event.
2. The first paragraph should state the purpose of your project and
capture the readers' interests.
3. The second and third paragraph should contain what is known as the
"five W's": who, what, when, where, why. Any additional
paragraphs should back up the first 2 or 3 with quotes or other
interesting details.
Whenever
possible, issue the press release under the auspices of the city or your
non-profit umbrella organization. Ask for permission to use their
letterhead with the understanding that they can approve the final copy. In
some instances they may have a public-relations representative. If this
person offers to help or you wish to seek their help, make sure that this
person is qualified to help you by using the following criteria:
1. The
person is not
threatened by your aggressive pursuit of good press
coverage.
2. The person is willing to cooperate.
3. You can communicate freely with this person.
4. She or he really understands and is committed
to seeing a skatepark
built in your community.
The
Media Kit
Any time
that you have an event, you will want to invite the media. They have the
greatest capability to bring your project to a large audience. Every time
that the newspaper, radio or television media shows up, provide them with
a media kit. This is a current packet of information regarding the project
and the progress currently being made. The reporter can keep this media
kit to assist in the preparation of news stories. The media kit makes the
reporter's job a great deal easier and increases the likelihood for
positive, accurate coverage. The media kit should contain the information
sheet, wishlist (a list of donations needed), fact sheet, flyer, press
release, photos and any other pertinent information. Do not overwhelm
members of the media with this kit. Keep it fairly short and concise.
The
Internet/World Wide Web
The
Internet is also a valuable tool to gain support and gather information.
Develop a website and start by posting your information sheet. Add pages
specifically addressing fundraising, current activities and progress.
During the design phase, the design plan can be placed on the web with an
area for viewer comments. Weekly comments posted to the web can be shared
at regular meetings. As design plans change, the revised plans can be
posted so that interested persons could follow the progress of the
skatepark.
Don't forget to add links to other sites that may help further your cause.
Many skate manufacturers have websites with skatepark directories and
other information that can prove useful. Always get permission before
establishing a link. Once fundraising has started, use the Internet to let
the public and volunteers know what is coming up. After construction
begins, take digital photos or scan pictures to provide a weekly update.
The establishment and upkeep of the website is best left to members of the
youth committee. They have (or can quickly gain) the expertise needed to
build a website and the resulting site will reflect the interests of that
age group.
Public
Speaking
Many
skatepark committees find that the best way to reach the largest number of
citizens and to gain the greatest exposure for monetary and in-kind
donations is to take the message to the streets. This requires the
development of a speaking tour. First, select a few of the more dedicated
and articulate members of the youth committee to act as public
spokespersons. Then work together to write speeches and coach the youth on
public speaking skills.
In most cases the youth will have to leave school to complete these
speaking engagements, because many civic organizations meet early in the
morning for breakfast or over lunch. Therefore, it is necessary for adult
committee members to contact parents and the schools to arrange for these
events.
You may
also be offered in-kind donations or leads on gravel or lumber as well as
discounts on cement and professional services such as excavation and
printing. People really get excited when they hear from youth within the
community, particularly when it is a sector of youth that do not typically
participate in group or adult activities.
Demonstrations
In addition
to the speaking tour for civic groups, you may want to try to get
additional youth in the community excited by giving lectures and
demonstrations to elementary, middle and high school age youth. This will
spread the word and garner support. This will also generate cash and
material indirectly by getting more and more parents involved through the
involvement of their children.
Schedule
Open Forums at Town Hall Meetings
A town hall
meeting can be scheduled to open the idea of a skatepark up for public
comment. The town hall meeting should be scheduled in an easily accessible
public location and preferably take place at night when most people are
not at work. Get the word out about the town hall meeting through the
press, your website and word-of-mouth. Personally invite all interested
parties that you have met through your networking campaign. Always invite
members of the press to town hall meetings and provide each press member
with a media kit. Along with supporters of the skatepark, it is likely
that opponents of the skatepark and individuals who are undecided will
also attend. Be prepared to talk with opponents and those who are
undecided.
Prior to
any town hall meeting you must prepare. Prepare so that you can provide
information and answer questions about the sport, liability, injuries and
damage to the area. You must be able to answer questions effectively in
order to enlist as much support as possible for the campaign and to
address the concerns that the meeting attendees have. By being prepared
and answering questions fully, you may stop future vocal opposition of the
skatepark. It is better to confront opposition and undecided community
members at a scheduled town hall meeting than at a city council meeting.
If you wait to address the concerns of community members at a city council
meeting, it will more likely than not result in the instant death of your
skatepark plans.
Stationary
Information Kiosks
While
campaigning and fundraising for the skatepark it is wise to have a
stationary information kiosk that circulates around the community. This
can consist of a three fold cardboard pasteboard made for this purpose.
This can be purchased at office supply stores. This pasteboard should
contain information about the project, the budget, our current needs, and
contact information. A model of the facility and a secure donation box can
accompany this display. During the planning and fundraising campaign, the
kiosk can make the rounds to churches, city hall and the public library.
This display can also accompany speaking engagements. After speaking
engagements, ask if the display can remain at that location for a week or
so before being moved to another location. Depending on the size of your
community, it may be helpful to have multiple stationary kiosks to place
in various locations.
It All
Comes Down to...
Approaching
City Government
Now that
you have the petitions, information gathered from user surveys, the
existing skat
epark surveys and community support, it is time for the
skatepark committee members and skatepark supporters to approach the city.
The key to being effective when approaching city government is to be
humble, respectful and prepared. Make sure you have documentation of
support from within the community. Bring the petition sheets and the
information from your user survey, the results from the existing skatepark
survey, a list of potential donors and site evaluations, and potential
skatepark design plans (if possible). Make a list of all of the rugby,
tennis courts, gymnasiums, playgrounds and other recreation facilities
that exist in your city. Record how many people actually use them and
compare that to local skate spots. Get as many people as you can to attend
the first meeting to show their support for both the skatepark and the
skating community. Toward the end of most city council meetings, there is
a period of time set aside for public comments. When you go up to the
podium, you will have to state your name and address for the record. If
there is a huge turnout of supporters, you may want to recognize the group
as a whole, but only let half a dozen or so supporters speak.
Begin your presentation to the city by explaining that a skatepark is just
like any other sport or recreation area and should be evaluated from that
position. Describe your comparisons of use from other recreation spots to
your information on the potential use of a skatepark. Tell them that the
goal is to have a safe place to participate in your sport. However, don't
expect a big handout. Let the city know that the skatepark committee
members are committed, willing and able to help in anyway that the city
needs and allows. Simply state your case for a public skatepark and submit
the petition and other items for the record.
