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Outreach Toolkit

Get tools to market benefits in your community

In 2016-2017, the Center for Benefits Access engaged the team of M+R/PerryUndem to help us identify what messages work best to compel low-income older adults to apply for public benefits.

Following the research, M+R tested the messages with six pilot sites around the country using several different strategies–earned media, Facebook advertising, radio public service announcements (PSAs), and tele-town halls.

This toolkit provides organizations working with older adults all of the information and resources needed to replicate these strategies in their communities, and encourage more low-income older adults to apply for benefits they may be missing out on.

What the Research Says

What compels older adults to apply for benefits? Learn what a survey of over 1,000 low-income older adults revealed about the messages that work.

Earned Media

Our guide to earned media walks through how to build a pitch, contact reporters, and book and follow-up on a news segment.

Facebook Advertising

Paid Facebook ads are an effective way to reach low-income older adults who may not know about your organization and services, but may be eligible for benefits.

Telephone Town Halls

Telephone town halls are a unique way to reach thousands of older adults with information about benefits and your organization’s services.

Radio PSAs

Discover how to create and run radio PSAs (public service announcements) to reach older adults in your community.