Put on Your Own Campus Poverty Awareness Event and Concert for Hope

A Step-by-Step Guide and Free Tools To Make Your Event a Success

Your educational institution may be thinking about how it can influence change in domestic poverty and help lessen the impacts of inequality. How about starting by putting on a poverty awareness event to get students involved and inspired about the importance of making a difference in their communities and country? Showing that your school is involved in helping to make social changes may have positive impact on its enrollment, perception and philanthropy.

There are many separate issues that fall under the domestic poverty umbrella such as social justice, medical (e.g., universal insurance), sustenance, education and non-violence. Whether you choose to focus on one poverty issue or many at your event, the legwork and production work still involves many hands. But it doesn't have to be overwhelming. The Elfenworks Foundation would like to help you make your event planning easier with our 'poverty event in a box' plan and royalty-free music and video presentation resources.

We recently held our own Poverty Awareness event to celebrate the inauguration of the Center for the Study of Poverty and Inequality at Stanford University, and the launch of its flagship website, www.inequality.com, as well as to celebrate our inaugural In Harmony With Hope Awards. The event was so successful that we realized that we had something really good to share. The marketing plan along with unique audio and visual presentation tools created for this event by Stanford University and The Elfenworks Foundation team are now yours to use.

Available for use in combination or uniquely at your event, we are offering a free DVD of our film Faces of Poverty, produced and directed by Gerard Straub of the San Damiano Foundation, in addition to two fabulous Concert for Hope new musical compositions -- La Povertà by Stanford composer/professor Giancarlo Aquilanti and special gospel music, including the new piece In Harmony With Hope — which is the Elfenworks Foundation's motto or slogan — composed and performed by long time Stanford Jazz Workshop faculty member Tammy Lynne Hall. You may choose to use the music as a CD recording [see bottom note] or go to your school's music department with the written music scores offered by TEF and you will no doubt find willing musicians to perform and sing these wonderful contemporary and moving compositions. All of these audio visual tools are being offered to you for your event royalty-free, in the spirit of cooperation and the advancement of this issue, but we do ask that you let us know about your forthcoming event, so that we can help to spread the word.

So really, all you need to do is add your own marketing twist, create a little artwork (or use ours), round up some manpower and a speaker or two, and get the word out... and you've got a wonderfully produced, cause-worthy event! In Bill Gates' commencement address to Harvard students, he states "I left Harvard with no real awareness of the awful inequalities in the world -- the appalling disparities of health and wealth and opportunity that condemn millions of people to lives of poverty, disease and despair." Gates goes on to logically dissect the problem and recommend a four-point methodology: determine a goal, find the highest-leverage approach, discover the ideal technology for that approach, "and in the meantime, make the smartest application of what [the technology] you already have." Using this good advice, we give you a four-point plan that you can customize for your own poverty event, plus marketing and PR tips to make it a success.

Determine Your Goal / Naming and Planning Your Poverty Awareness Event

• Purpose: Does your school have a 'mantra' on helping those in need and taking a role in supporting its community? If not, why not create one and weave it into a show of cause as part of your school's identity. Think about where your school is located. Is your campus located near a community that has specific need or serves a specific population such as seniors or the homeless? Could there be less crime in the neighborhood, a need for subsidized childcare? Can you reach out to a nearby 'burb' and pool together ideas and resources of how students can improve that community? Do you have a well-heeled local graduate or alumnus that would be willing to be a spokesperson at the event?
• Naming: After you identify your 'niche' or how your event will have the most impact, it's time to create a name. We like "[your school name] Poverty Awareness Days". It could be "Social Justice Awareness Days", "Stamp out the Violence Awareness Days", "Universal Health Insurance Days"," Help Our Community Week", or choose a specific title that has a special focus like we did, as in "Concert for Hope." Keep in mind that you have TEF's free tools to use, so keep it simple.
• Timing: Plan your event so that it doesn't conflict with school holidays, government holidays, etc. You'll need manpower, i.e. students and volunteers. We've found that people are busy on Fridays and weekends and the beginning of the week is generally busy. Thursday seems to be a great day for events. Make your event short and sweet, an hour or less; there is no reason to drag it on. Plan it well and if you have speakers, be sure the speeches are short and to the point. Make it interesting with audiovisual tools like our film and music pieces that are perfect accompaniments to keep interest flowing
• Partners/Sponsors: It's wise to do a little research and see who is doing what out there in helping to turn domestic poverty into domestic prosperity. For this event, we found Boys Hope Girls Hope and The Bay Area Allstars in our neighborhood, organizations that are making a difference. Local organizations may want to piggyback on your event, providing extra resources to help make your event that much more compelling.
• Location: Since we believe that music should be an integral part of your event (and we are providing such great music!), it makes sense to hold the event at a musician friendly location such as your school's concert hall, church hall or theatre. If utilizing video to visually supplement your 'concert', a video projection screen will also be necessary. Pick a location big enough but not too big and compatible with video and music presentations.

Your High-Leverage Approach — Make an Impression

• The most important understanding when creating a poverty awareness event is that you want people to walk away with a mission to get involved, to take action. You want to compel them to think genuinely about your cause, or just one specific cause, to which they will regularly contribute, whether it be their time or their money.
• Making an impression involves having a well-organized, well-publicized event. Start early in your planning. Choose a good time of year where attendance can be maximized. Create compelling materials that will draw people to your event and get them out early. Invite notable speakers and organization to contribute their talents. Rehearse your event at least twice. If using live musicians, create a rehearsal schedule that works with their schedules including a same day dress rehearsal if possible.
• Tie-in your event with non-profits that are making a difference with their work on domestic poverty and in your community. Invite important people to your event...CEOs of high-profile local businesses, local government officials, including your city's mayor and your state's governor. Invite one or two 'luminary' speakers to present short compelling speeches to reemphasize your cause.
• Keep your event 'classy', to the point and not more than an hour in length. Offer a take-away item to remind them of the event such as a cause bracelet.

At Your Service - Royalty-free Poverty Video and Music Scores

• Beautiful music can touch hearts and compel thoughtful action. At the Concert for Hope event at Stanford, we premiered not one but two new musical compositions. The first, by Stanford composer/professor Giancarlo Aquilanti, was a modern work for eight strings and two voices and addressed poverty directly in its text. The second, special gospel music composed and performed by Stanford Jazz Workshop faculty member Tammy Lynne Hall, had the crowd singing along, a first step towards joining in the work to come. Performed against the background visual of Faces of Poverty and slides with startling statistics and hopeful ideas, from the Center for the Study of Poverty and Inequality, these musical compositions created the perfect blend of excitement and thoughtfulness befitting the purpose of the event. They are available to you on request, as original scores. We highly recommend live performances of these pieces and suggest that you organize volunteer musicians from your schools music department staff or student body to perform them. We will also make available a recording of the pieces as performed at the inaugural Stanford Concert for Hope to help in your preparation and rehearsal. [see bottom note].
• Too many good cause events are simply 'uneventful' and leave people uninspired. Tables of info and long and boring speeches just don't cut it in today's entertainment-oriented society. Our film Faces of Poverty will put a new face —and name— on your poverty awareness event. Seen on a big screen, this movie cries out to viewers to take action. The movie can make a difference in how your audience views your event's purpose. The film paints an unblinking look at the rising tide of inequality and poverty in America, and that's a bleak landscap. Coupled with beautiful music and a specific and well-reasoned call to action, it can play a powerful part in creating your hopeful moment. Because we want your event to be successful, we are happy to mail you, free of charge, a screening copy of Faces of Poverty. Be one of the first, and we'll even spring for the popcorn (!) Send your DVD request to us using our contact page and we'll ask a question or two and have you going in no time.

Filming Your Event

• It's really good to set up a site survey and camera meeting for the camera operators shooting a multicam show, especially without a director. Ideally the site survey would be a week before, so if anything needs to be rented it can be reserved. A lot of times a survey can't be done very far ahead but even the day before can make a difference. In our case the lighting wasn't really a problem, but it often can be.
• Most important is a camera meeting. This ideally should occur before the rehearsal (which should be taped as well if possible) and again before the event if there is enough time. This allows the director (if there is one) or the camera persons themselves (if there isn't a director) to work out a strategy for dividing coverage of each part of the show to maximize shot choices later on.
• Coverage of an event can really benefit a lot from the third camera, but only if the camera ops can see the rehearsal and talk to each other about strategy. In a perfect world a special remote pan/zoom controller is useful, if you have one.
• Give your speakers some "video clothing guidelines" ahead of time. That will help eliminate nightmare conditions for the cameras and lighting. The guidelines are simple and mostly common sense:
  • Try to avoid sharp contrast in colors - i.e., black suit -white shirt. Often a light grey shirt or light blue shirt will give the same formal look without killing the video
  • Always avoid herringbone patterns and very tight stripe patterns. Also avoid the same patterns in ties.
  • Bright red and bright yellow can create problems.
  • For women speakers, avoid earrings that dangle or move too much. It becomes distracting from the speech.
• As for make-up - EVERYONE looks shiny under lights. Women should use their own powder and men should consider a Lancome product that cuts the shine on the face (and balding spots) without making them look like they have on make-up. It's called Lancome Pure Focus - it is a clear gel and worth the investment for frequent speakers - with or without video. Women should also brighten their lips with a color lipstick and/or gloss.

Working Smart - Using What You Already Have

• If you are already an established educational institution, you no doubt have the strong support of school and community leaders. This could be a good time and opportunity to utilize this clout to empower education as a way to turn poverty into prosperity. While education is seen as a given to some, to others it is a privilege. Hosting a poverty awareness event can both reinforce the importance of education to those who are receiving it (or have received it), while raising the profile of your school as an entity that is doing something about education for all.
• You've got a great student body. Let's say it takes one person a week to distribute a few thousand flyers. Then, it should take 100 people only about an hour. This is the powerful force of volunteers (and one good manager!). You have a wealth of student talent - from writers to artists, musicians and bloggers, why not use them!

And finally, here are some marketing the public relations tips to help you plan and carry out your event.

Marketing

• Prepare a bullet marketing plan working back from your target event date. It's best to allow 3-6 months in order to ensure good attendance and to get the word out.
• Announce or advertise your event/concert in your student body and alumni newsletters or magazines to spread the word (allow enough time to do it at least 2 months in a row prior to the event if possible).
• Calendar listings: Give enough time to get your event listed on local newspaper calendars and other online event calendar services.
• Create your primary visual that will be recognized throughout your marketing materials. Utilize student artists or hold a student artwork contest in advance to get an immediate selection of visuals to choose from.
• Create an PDF of your artwork/advertisement that can be scaled and used easily by your schools print and web publications, the media and supporting organizations
• Include as part of your package a postcard / invitation to hand out or post around your campus; send it to your local alumni, parents, businesses and friends in the community. Again, time it with your other marketing efforts. Use the same visual graphics you use on your flyers, posters, and advertisements.
• Send postcards / invitations to your event/concert to community leaders, your city's mayor and other city government officials; invite your state's governor; invite other organizations that are involved with your specific poverty issue(s).
• Give your local 'luminaries' a second chance to come by hosting a pre-reception (by special invitation).
• Email broadcast your event to community newspapers and your school's email alumni / donor lists.
• Send packets of postcards/posters/information to related non-profit organizations, retirement centers, and churches and ask that they be distributed.
• Invite local student groups such as STOP (Students Taking On Poverty) to attend and have a table available with information.
• Distribute flyers and posters to local grocery stores, cafes, bookstores, community centers, and other stores in your immediate area.
• Be sure to clarify directions to the event location and parking and offer links to maps that will get people there and on time without a glitch.

Public Relations

• For story placements in magazines allow a least 3 months prior to submit your initial announcements and artwork. Newspapers, 2 months. Online announcements, one month. Follow up with shorter lead media. You can easily search your local media online. You may have to dig deeper for the proper contact information. The fastest way to the most updated contact information is often a simple phone call.
• Create a 'PSA' (public service announcement) and send it to your local public radio station. If your school has its own radio station, this is, of course, another great way to advertise. Check the station's community calendar to see if there are any good events to piggyback with your announcement or create your own special niche and request they announce your event on the air.
• Send out press releases to local and on-campus media. Send your first press release out 2-3 months prior and don't forget to send reminder press releases.
• Offer the media interviews with a key spokesperson at your school who stands by your event and its purpose. Be sure the spokesperson is properly media trained before these interviews.
• Use a trailer video to advertising the event on local television, on campus or in local retail stores.
• Use clips of original music scores as 'sound bites' for radio PSAs.
• Find a good campus event blogger and spread the word on the Internet.
• Elect and honor a local person or official that has made a big difference by helping domestic poverty issues in the local community. Create an award and honor this person at your event.
• Follow up with news or a press release about the event and distribute it through the same channels use to promote the event. Post the follow-up press release in your student body online news or print newsletter.
• View our event webpage, press release and photos... and check out the post-event Mercury News article!

More on Poverty Awareness Issues

Here are some definitions that may help you decide what kind of poverty awareness event to support:

• SOCIAL-JUSTICE People who are willing to work should have the opportunity to work at a living wage.
• HEALTH/MENTAL-HEALTH - People who are working should have access to adequate basic health care. Providing mental-health-insurance parity (same deductible rate) makes fiscal sense for employers.
• SUSTENANCE - Children shouldn't be homeless (and families are 40% of homeless and the fastest growing segment of the homeless population).
• EDUCATION - Education is the key to social and economic empowerment... but too few are graduating high school and college affordability is an issue.
• NONVIOLENCE - It is only by working to ignite hope and erase fear that we can hope to mitigate the culture of violence and give people a chance to live lives free of fear.

And a message from Elfenworks Foundation CEO, Lauren Speeth. "Taken together, the global warming related concert events this summer were the biggest worldwide event yet. We could take notice of that, saying 'yes, and there's also domestic poverty' or 'yes and like other issue films, there are also *your own film name here*, or the student film which won the Campus Moviefest social justice category, or Faces of Poverty ... want to screen or view one of them?'"

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The recording of La Povertà features the Elfenworks Festival String Ensemble (members of Symphony Silicon Valley) with sopranos Shawnette Sulker and Rebecca Plack, under the baton of maestro Mitchell Sardou Klein of the Peninsula Symphony. In Harmony With Hope features Tammy Hall, piano, Michaelle Goerlitz, percussion, Don Kane, bass, and vocalists Rhonda Benin, Valerie Joi Fiddmont, and La Tonya Reed. These works and recordings are copyright © 2007, all rights reserved, and are made available for this purpose only.