AARP Foundation Tax-Aide

Partnership & Communications Specialist (PCS)

PCS – Multiple Roles

Communications / Publicity

Partnerships

Volunteer Recruiting

SMT Function

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SMT Role

SMT Function

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The PCS is a Critical Component of State Management Team!

Works with other SMT members to determine State Plan and Goals

Works with other SMT members to Determine Priorities and set Action Steps to Achieve Goals

Works with other SMT members to analyze level of success at end of tax season

SMT Function

Partnerships and Coalitions

PartnershipsAnd

Coalitions

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PCS can help to fill in the gaps between what the state has and what it needs to be successful.

Works with local/state businesses to obtain donations of cash or equipment

Works with local/state organizations to build volunteer base

Ensures that all agreements meet program policy

Partnerships

Examples of Successful Local Partnerships

and Coalitions

Credit Unions for Community DevelopmentDepartment of RevenueSociety of CPA’sAssociation of Retired EducatorsAARP State OfficeUnited WayRSVP ProgramsCash Coalition

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Ways to Meet Local Needs

Donated funds--Payments made either by individuals or businesses/corporations to support the program. Funds are set aside at National Level for use of state program. Used at discretion of SC, with input of SMT. “Prudent man standard”

In-kind donations--goods or services provided to program with no funds exchanged. Goods become the property of AARP Foundation Tax-Aide. Local program has responsibility to maintain and account for.

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Volunteer Recruiting

Volunteer Recruiting

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The PCS helps to ensure that Volunteers are recruited and placed at sites where they can be most effective.

Works with the PVS to ensure efficient processing of prospective volunteers

Serves as liaison between PVS and SMT to determine where additional volunteers are needed

Volunteer Recruiting

National Recruiting Activities Article in fall Natl Retired Teachers Assn

newsletter to 32,000 chapters Many AARP web pages in Aug – Dec Press release in English and Spanish goes

to ASD-Communications in fall for distribution to state/local papers

Matt Release with guaranteed placement to small weekly/monthly newspapers sent in fall – good coverage for rural areas

Using Facebook and Twitter for general announcements and location specific appeals

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Communications / Publicity

Communications / Publicity

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The PCS has the opportunity to bring the Tax-Aide message to the community and the state.

Directs the State Communications Plan

Ensures other volunteers communicate standard program messages to the public

Mentors/Trains local Communication Coordinators as needed

Serves as State resource for Media and National Office

Communications / Publicity

AARP Foundation Tax-Aide Talking Points

Basics about AARP Foundation Tax-AideLargest free, volunteer-run tax assistance and

preparation serviceAvailable to taxpayers with low-and moderate-

income‘Special attention’ to those age 60 and over (know what

this means!)

Over 36,000 volunteersTrained in cooperation with and certified by the IRSHelp over 2.3 million taxpayers file their federal,

state, and local tax returns each yearNearly 6,500 AARP Foundation Tax-Aide sites

nationwide

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AARP Foundation Tax-Aide Talking Points

Other Points to KnowServices are available in person from February 1

throughout April 15 each year, plus we provide year round support in some states

We are aiming for 100% of returns to be e-filedProvide 24-hour year-round Internet tax assistance

service through the web site www.aarp.org Taxpayers can pose questions online and get

quality-reviewed answers back within a few days

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How We Communicate the AARP Foundation Tax-Aide

Message

Newspapers – press releases, letters to the editor, feature articles, calendar listings

Radio and TV – news releases, PSAs, talk shows, programming aimed at those over 60

AARP The Magazine – ad, ink jet messages Testimonials/Letters to the Editor Social Networking Media

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@Social Media

What is Social Media and why should I care?What messages resonate on Social Media?How can I use Social Media to reach potential volunteers?

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Then and Now

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Adult On-Line Activity

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Do our Clients use the Internet?

89% of Boomers use the Internet, and their online activities extend beyond just e-mail to instant messaging, downloading music or movies, financial transactions, and online gaming

64% have been online for six years or more

7 million Boomers with no children in the home own video game systems

Almost a third of bloggers are over the age of 45

And almost half of those 50+ visit video sharing sites like YouTube

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Low-income households spend more time on the Internet than others, using it for e-mail, researching purchases, finding health information and reading news. They also find the Internet more useful [than others], giving them

access to services they can't find elsewhere

90% of all Americans over 13 years old own a mobile phone (double the number who have Internet access).

82% of which have a household income less than $50,000 (which includes 79% of Americans with disabilities).

Adult Americans ages 25-44 send/receive an average of 283 text messages per month.

Adult Americans ages 45-64 send/receive an average of 83 text messages per month.

According to the Cornell Chronicle and Infield Health

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What Messages Resonate?

Inclusivity “you can be a part of this group”

User-ability “it is easy and free to use”

Sharing “this was a great opportunity”

Leveraging “tell your friends about this”

Thanking “thank you so much for helping me!”

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Why Does a District Need a CC

The CC can be very critical to the successful completion of the publicity side of the DC position

They can be in a more effective position to identify and interface with local media

They will be able to focus on local fund raising partnerships

The DC can focus their attention to other program needs

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