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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.
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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.
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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.
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Radio PSAs

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