"Without tools he is nothing, with tools he is all."
- Thomas Carlyle
Click on link to go directly to sub-section, or scroll down
to read entire chapter.
Networking for Information and Contacts
( Schools and Universities , International and Local Organizations ,
Business Groups and Associations , Public Utilities ,
Government Officials , Networking with Computers )
Bringing in the Experts
( Advocacy and Campaigning , Government Lobbying ,
Convention Ratification , Business and Consumer Boycotts)
Preparing for and Dealing with Conflict
Education and Training
Using the Media
( Airwave Power , Advertising ,
Write On! , Alerting the Public ,
Writing an Effective Press Release )
Fund-raising and Finding Sponsors
Writing Proposals
Once your organization has decided to mobilize itself around environmental issues, and has organized to take effective action, the next step is to take stock of the tools that will be needed to get the job done.
Your organization may already have access to some of these tools, others will have to be either developed or acquired. However, it is important to remember that it is always possible to do something, even with limited resources. Do not let a lack of resources become an excuse for not taking action. The most important tool for any task is motivation; with it, almost anything can be accomplished.
This chapter outlines a few of the basic tools your organization
may need. The collection of tools, both tangible and intangible,
can be considered your "community toolbox." Each particular
situation will require its own unique toolbox, which will be determined
by the geographic reality of your community, the nature of the
problem, your access to additional resources and the people in
your community or organization. Being prepared to take effective
action requires analysing what tools you have, what tools you
will need and how you will use them. This chapter should get you
started.
Networking for Information and Contacts
Who we know is often as powerful as what we know. If your organization has both-powerful contacts and powerful knowledge-its efforts to preserve the environment will be greatly enhanced.
Acquiring both knowledge and contacts is best achieved through the process of "networking." To acquire knowledge, it is necessary to have access to a variety of information sources. Much of your information will come through the people you know. It is no secret that knowing the right people can open the right doors. By establishing your own network of people, and linking it to other networks of people, you will directly contribute to the building of a community that can turn the tide of environmental degradation.
Whether you're addressing a company's proposal to build on your local nature reserve or responding to a serious pollution incident that has poisoned your local fishery, you may be sure that someone, somewhere, will have "expert knowledge" about your problem or at least will have had a similar experience. If you can make contact with that person or persons, you can learn from their experience. Check with others in your area who are concerned with the same issues and ask their help to find out what resources are available. A lot of time can be saved by not redoing things that have been done before.
An important part of being an effective networker for the cause of environmental preservation is to maintain a constant awareness of what is needed and how these needs can be met. When you begin to meet people and develop your network, you will become aware that some of the people you meet have needs that can easily be met through the resources of others you have met before. By bringing these people together, you not only assist others in meeting their needs, but you also contribute to a common cause-the environment. At the same time you increase the number of people who can assist your organization when it is in need.
You will meet your contacts at meetings, conferences, parties, perhaps even on a bus. Ask pointed questions and get a sense of what they do. When you have an idea of what their needs and interests are, you will be able to send material or people to them that will help them in their own contribution to the cause of sustainability. If you come across an article that could interest them, make a copy and send it. You may soon find them sending information and people to you as well. Remember always to send a letter of appreciation to any of your contacts that may do a favour for you.
Following are a few suggestions of places where you can extend
your network, both to meet the right people and to locate the
right sources of information you will need in your efforts to
pursue sustainability for your community.
Many schools are including the study of environmental issues in their curricula. There could be a professor or teacher at your community college who has studied particular environmental issues in your area and has a collection of material that he or she would be happy to share with you. If you do not have time to enroll in a formal course, perhaps you could sit in on some classes, or even arrange for professors to speak to your organization. If the schools in your area do not offer classes on environmental issues, ask them why. Perhaps you could get them to start if they see there is an interest in the community.
Museums also provide valuable learning opportunities on a wide
range of topics, including everything from science and technology
to natural and human history. If you haven't already visited the
ones in your area, you may want to check them out. Organize a
trip for your community organization, or perhaps for the students
in a school you work with. Take a notebook and turn the trip into
a learning exercise. If your museum does not have a good environmental
display, perhaps your community could volunteer to help set one
up.
International and local organizations
From the coasts of East Africa and the cities of Europe, to the slums of Rio de Janeiro and the halls of the United Nations, citizen groups are actively working on social and environmental issues. Many of these organizations may be like the ones you are working with in your community. These groups are as varied as the people who join them, but they often share a common vision, working to reduce poverty, advance human development and manage natural resources sustainably. Many of them begin by tackling a local problem, before joining in coalitions with other groups to address larger, more regional and international issues.
NGOs and CBOs can provide information about the environment as
well as advice regarding other learning opportunities. Many are
involved in research and education on environmental issues. There
are NGOs in nearly every country. Find out which ones are active
in your community. You may find that they have been working with
the same issues and are eager to assist you.
Business groups and associations
Many businesses and business associations such as the International
Chamber of Commerce study environmental questions relevant to
their particular interests, and will provide information upon
request. If the businesses in your area do not have such an organization,
perhaps your inquiry (and then the inquiries of all your friends)
will get them to start. You also can get the address of their
headquarters, wherever that may be, and send a letter of request
to them. The letter should be addressed to their public information
department.
Public utilities (government agencies running water, electricity,
public transport, etc.) often publish educational materials on
subjects such as household waste, water use and energy efficiency.
They are sometimes also important sources of information on particular
local or regional environmental concerns. Quite often, they will
have public information departments whose responsibility it is
to liaise with community organizations, the press and interested
citizens. If they do not have such an office, ask them why not,
and get them to open one.
Many governments, both local and national, publish information on environmental issues as a public service, and, like utilities, can provide information on the status of particular current environmental problems. Other sources include intergovernmental organizations like the Organization of African Unity (OAU) and the Arab League.
Contact the ministry of environment or the equivalent in your government and ask them what your government's position at the Earth Summit was. The statement given by your government delegate in itself could offer a lot of information. Many countries are now preparing national environmental reports. Contact your government to see if yours is available.
You also could check with individual members of your government's
legislature, or with city councilmembers who have publicly stated
their pro-environment positions. Their staff often has background
papers on different environmental issues and are willing to share
them.
These days, small groups can become as effective as large ones by using computers to access needed information, communicate with people around the world who share the same concerns, and send and receive electronic mail. Computers are also great for word processing, saving enormous amounts of time when writing letters, press releases or information booklets. You can also use them to design the material you need to promote your cause. In these ways and many others, computers are quickly becoming the best friend of the environmental movement.
If you or your organization does not have a computer, inquire at local businesses to see if they will donate some of their old equipment. Also, you could look into writing a grant proposal to the government or a foundation, explaining that a computer is needed to help increase the efficiency of your efforts. You could engage in fund-raising to raise money to buy one, and perhaps even convince a computer store to give you a special discount as a public service organization. If there is no way to acquire a computer for your organization, perhaps you could have access to one owned by another organization, or a local school.
Don Rittner, author of Ecolinking, Everyone's Guide to Environmental Networking, says there has been a silent revolution over the last ten years: the revolution of on-line communications-using computers to connect with people and information. It is estimated that more than 40 million people in more than 80 countries are now connected in this way, able to send each other electronic mail, reports, collections of data and even photographs in a matter of seconds.
There are various requirements for electronic networking. An older computer, a modem and a simple phone line can provide basic access to electronic mail, or "e-mail" as it is usually called. E-mail is the most widely used form of computer communications. The electronic equivalent of normal paper mail, it is available in almost everywhere. With it, you can communicate quickly and cost-effectively with people around the world. You can send messages to one person or several simultaneously.
Most e-mail is sent through the Internet, a global "network of networks" that includes tens of thousands of databases and discussion forums where people meet through their computers and exchange information. An e-mail address typically has a person's name, followed by "@" and ending with a domain, or network (host computer) address. Thus, john.smith@unep.no would be the address for someone named John Smith at the United Nations Environment Programme.
The technology of computer communications also enables you to access a huge base of information through the Internet. Some of the ways to access information and participate in the Internet are through e-mail, telnet, gopher, and the World Wide Web. Telnet involves sending commands through the Internet to access information. Gophers are easier, enabling the user to directly access the directories of remote computers and download the information that is stored there. The World Wide Web (WWW) is the easiest of all, incorporating text, graphics and even sound and video into an interactive environment. The WWW is the fastest growing sector of the Internet, but mostly in the developed world.
A vast amount of environmental information can be accessed on the Internet for little or no cost. Much of this information is provided by governments, universities, businesses, non-profit organizations and individuals. Several agencies of the United Nations, including the UN Environment Programme and the UN Development Programme, maintain extensive databases of information on the efforts of the UN in attaining global environmental sustainability. This information includes UN documents, statements at conferences, reports and studies on a variety of issues. These databases can be accessed through the gopher, through the World Wide Web, or even through simple e-mail. The gopher address is gopher.undp.org; the address of their World Wide Web server is http://www.undp.org or http://www.un.org.
To access the UN gopher databases via Internet e-mail, send a blank message to "gopher@undp.org". You will receive back a message with a menu, and instructions to copy the menu into a new message and place an "x" next to the menu item that you want to access. You then send this back to "gopher@undp.org", and the next level of the menu will be sent to you. You can descend into various directories this way until you find the document you want the gopher to send you. Nearly all of the documents of the UN can be accessed in this way.
Another good source of environmental information is the networks of the Institute for Global Communications (IGC). These are used by many activists organizations worldwide to share important documents and discuss strategies. To find out more, send a blank e-mail message to econet@econet.apc.org and their computer will automatically send you back some information.
Many other services are offered through computer networks. These include public discussion forums, technical help, specialized databases, access to thousands of software programmes and round-table conferences among people separated geographically by thousands of miles. Many of the people in this environmental "on-line" community are scientists, business people, and government representatives. But there are also many students and interested private citizens. Though the cost of access limits some people from getting "on-line," it often is less expensive to communicate via this medium than through normal air mail service.
There are several ways to conference on-line. Three of these are "chat," bulletin board conferences and "listservs." By using chat, which is usually reserved for a single network, you can communicate with another person or group on-line, in real time. Bulletin board conferences can be operated by a single network, or can be public domain and reside on the Internet. They are useful for discussing a particular issue, or for following the discussions of other people. One of the primary benefits of this type of conference is that the participants do not have to live in a particular time zone. You can post a message or response to the conference as part of a discussion, and check back later to see if anyone responded to you. In this way, some discussions can last weeks, or even months.
A listserv is an automated mailing feature that brings people together from other on-line services. There are thousands of listservs on the Internet, some private and some public. They can be either "participatory" or "one way." In a participatory network, you send a message to an address, which then multiplies that message and sends a copy to everyone on the subscription list. When someone replies to your message, he or she can either send it directly to sender, or back into the listserv, so everyone receives a copy. Conferencing in this manner can be a great way to brainstorm issues among a group that is separated by distance. One particularly good listserv on environmental issues is UNEP's Infoterra listserv. Hundreds of environmental professionals subscribe to this list. If you pose a question to the list, regarding an environmental problem in your community for example, other users will do their best to help you. To subscribe to this list, send a message to "listproc@pan.cedar.univie.ac.at" with a blank subject line. In the text of your message type "subscribe Infoterra (your name)". You will receive back a confirmation with further instructions.
An example of a "one-way" network would be one that
exists only for the purposes of offering a subscription to a particular
publication. Several publications distribute their issues electronically
via listservs. Two examples of this are the Earth Negotiations
Bulletin (ENB), which monitors all United Nations conferences
concerned with sustainability, and Rachel's Hazardous Waste
Newsletter. You can subscribe to these publications automatically
by sending an e-mail message to their listserv (for the ENB, listserver@ciesin.org;
for the newsletter, rachel-weekly-request@world.std.com). Each
time an issue is released, you will receive it in your electronic
mailbox wherever you are on-line.
If it is possible for your organization, you may want to consider hiring professional advisers or advocates to support a specific environmental cause. This is often the case, for instance, if you are questioning the environmental impacts of the construction of roads or other types of development where the government or industry is involved. It can be very helpful to your cause to have a representative who can speak as knowledgeably about the issue as the developer's economists and planners.
However, beware of fraudulent "experts." As is true in other fields, there are many individuals working in the area of the environment who may represent themselves as experts but who really are only opportunists. Be sure to check credentials and references before signing a contract. Also, always consider the qualifications of several individuals before you decide on the one you think would be suited for the job.
Sometimes, a large organization or the government will lend the
use of its experts as a donation to a particular cause. Inquire
among other NGOs or community organizations if they have experts
that could help you. They may welcome the opportunity to promote
their public profile. It is always a good idea to see if your
organization can find the expertise it needs in this way, before
spending money.
Advocacy and campaigning are two very effective ways to establish
and ensure environmental sustainability for your community. One
very important word of advice to keep in mind when engaging in
this sort of activity, however, is to avoid confrontation. It
is usually more effective to come from a position of partnership
when advocating for your concerns. Sometimes it may seem necessary
to confront someone, an organization or company that you perceive
to be seriously harming the environment, but always exercise caution
and think through all your options before you engage in this type
of activity. The organizations that do sometimes resort to confrontation,
such as Earth First, Greenpeace and Sea Shepherd, are well prepared
and have years of experience.
Whether you are looking for assistance with your initiative, or are seeking to influence behaviour you think might be harming the environment, you will usually have to work in some way with government. The affairs of business, industry, education, the military and other sectors of society are all influenced by government at different levels.
Whenever you approach a government representative or agency, it is usually fruitful to come with a positive attitude of cooperation. Problems are rarely solved through confrontation. Rather than taking an "us and them" antagonistic approach try to maintain a philosophy of "pursuing partnerships" for a common interest, the well-being of ourselves and future generations. Government lobbying is a sensitive issue in many countries without long histories of democracy. In fact, in some places it may be interpreted as subversive activity.
Depending on the country, there are many different levels of government, each of which interacts in different ways with other levels and other branches of government. Usually, a government is divided into central, national or federal sectors, then regional, provincial or state authorities, and finally municipal, city or community-level councils or government. Depending on the issue, your organization could work with any or all of these to help ensure environmental sustainability for your community.
Before you approach your government representatives, always get
your facts straight. This will help support your arguments and
educate the representatives about the issues that you, their constituent,
feel are important. A well-studied and well-documented analysis
of the problem is more likely get the support you seek. Get the
information first hand, talk to people involved, get university
studies if available and take any photographs that may help present
your case.
Convention ratification and implementation
In the intergovernmental process of international law, politics and the United Nations, a number of different agreements have been negotiated that aim to protect the environment and promote sustainable development. Part of your community's work for the environment can be to find out what these agreements are, and to work with your government to ensure that they are abided by in your particular community.
Some of these agreements are not "legally binding, such as the Programmes of Action, Declarations and Agendas adopted at many UN Conferences. However, these documents carry the political authority of being agreed to by many countries, and can be used as reference points to what your government agreed to "in principle."
Legal conventions, on the other hand, must be taken back to the legislative processes of signatory governments and "ratified," in the sense that each government must agree to abide by the Convention's principles. Once it has been ratified by a set number of countries (agreed to in the Convention-usually from 30 to 50 countries), the Convention "enters into force," that is, it becomes international law, and all the countries who have ratified the Convention are legally bound to adhere to its principles.
The next step is for each country that has ratified the Convention to then incorporate it into national legislation and enforce its principles at both the national and local levels.
There are a number of ways that community groups can support international Conventions when pursuing partnership with their governments. The first is to ensure that each Convention makes it through the original ratification process. Second, a community can work with the government to ensure that it understands the importance of a Convention and that it starts to incorporate it into the national legislation of the country. Third, an organization can work with the community through various channels of communication to help the community understand the importance of the Convention.
You should be able to obtain copies of the Conventions from your
local library, or directly from the United Nations by writing
to: UN Department of Public Information, Room S-1040, United Nations,
New York, New York USA 10017. Many UN documents also are available
on the Internet, as already discussed. Some conventions that currently
concern the environment are: the Convention to Combat Desertification;
the Convention on Climate Change; the Basel Convention on the
Transport of Hazardous Waste; the Convention on Biological Diversity;
the Convention on the Law of the Sea; and the Montreal Protocol
on Substances that Deplete the Ozone Layer.
Business and consumer boycotts
As with lobbying, organizing a boycott should be done with considerable care and consideration. If it is justified, however, it can be a powerful tool for persuading companies to reevaluate their business practices in terms of their environmental impact.
Though this approach is most effective in developed countries, where there are more consumer products to choose from, it can be just as effective in developing countries. Mahatma Gandhi, who succeeded in getting the powerful British Empire to leave India in the 1940s, used this tactic by boycotting the British monopoly on salt. Instead of buying salt from the British, he mobilized millions of people to make their own salt by boiling down sea water. His next step was to boycott the British monopoly on cotton production, which he did by getting people to spin their own cotton and to wear simphle ""otis" -a traditional garb in India.
Business is not an external factor to human interaction with the environment. We are all "business" in the sense that we buy and consume the products that business produces. Thus, in a way, we are the "bosses" because we pay the salaries of those working in business through our purchases. If we decide that we do not like the way a particular company is doing business, we can decide not to purchase its products. At the same time, we should let the company know why we are not purchasing their products so they can see the connection between their drop in sales and their behaviour.
Always give a company the opportunity to change its ways first
before you launch your boycott. If they refuse to listen to your
concerns, the above tactic can be very effective in getting them
to listen.
Preparing for and Dealing with Conflict
Conflict enters nearly every facet of life-in your personal life, and in the life of the community or organization of which you are a part. Learning how to prepare for and deal with conflict, and how to transform it into something positive, will greatly enhance your ability to succeed in your all endeavours and initiatives.
When working with your community to organize sustained environmental action, conflicts could arise with the local and regional governments, with the community itself, between members of your own organization or with other organizations. Conflict offers a great opportunity to learn and to enhance communication between you and the entity with whom you are in conflict. All too often, however, conflict derails important projects and causes hard feelings that can take years to repair.
The French author, Antoine de Saint-Exupéry, once said in The Little Prince that "words are the source of all misunderstandings." Many conflicts arise from miscommunication and an inability to see the other person's point of view. This advice is especially useful when preparing for potential conflict in environmental work. When you feel some tension between you and the organization or person with whom you are trying to negotiate a solution, always begin by analysing the communication. Ask yourself if you really understand that person's point of view, and if he or she really understands yours.
Find out what exactly that other person wants out of the situation you are in conflict about, and know what exactly it is you want. Then try to determine if what you both in fact really want is the same thing. Perhaps a "win-win" situation could provide the ideal situation so you both get what you want.
Conflicts can often be diffused if they are caught early. The longer a conflict is allowed to persist, however, the harder it is to deal with. If possible, meet with the person with whom you perceive some potential conflict and communicate your concerns about it. Do this early on in the conflict so it does not worsen. Quite often, a simple statement like, "I believe we are working toward the same goals and I am afraid that if any conflict were to arise it would not be beneficial to either of us," can solve the problem. If you are not working toward the same goals, carefully consider the best path of action that would make your initiative easier and not more difficult. Often, through negotiation, you can find a solution that works to everyone's advantage.
It often helps to first think through all available options before
reacting. There are usually many different ways to react to any
given situation. Some reactions can cause more conflict, while
others can defuse the conflict. It is often helpful to talk over
different options for reaction with other members of your organization
before you take any action in response to situations that may
give rise to conflict.
Education is one of the most important factors in sustainability. When people know about a problem, they may work to solve it; when they understand the reason behind the problem, they can work to ensure that it never happens again. Understanding requires education, education that can come through an institute, a presentation at a community gathering or perhaps a brochure or booklet passed out in the town square.
Before communicating an environmental concern, and attempting to educate your community about it, it is very important to check, double check and then check again all your facts. If your organization is discredited once for not having all the right facts, it may be difficult to get the attention of your community at a later time.
Educational institutes can serve as remarkable tools in many ways for your community's efforts to support a sustainable environment. They are full of young minds that may need to be informed about environmental concerns. They may also be a great source of information about the environment for your community organization.
If your organization has a lot of expertise on environmental concerns,
or knows where to obtain the resources, you could try to work
with your community's school. You also could hold a public information
seminar at your church, mosque, temple or community centre in
the evenings. If there are any large companies, you could offer
to hold a seminar on some aspect of environmental concern for
their employees.
Your organization will need to communicate its goals and objectives to the public, both to attract more members and to encourage public awareness about important environmental issues. The media (newspapers, magazines, television and radio) can be powerful allies. To achieve success in attracting the attention of the media, you need to fulfill two requirements: 1) find newsworthy ways of projecting your message; and 2) provide clear, professionally-presented information in a form and at a time when the media can make use of it.
Whatever media you are dealing with, try to cultivate a positive, long-term relationship with key journalists. Keep your contacts honestly informed ahead of time, ask for their advice and encourage any sympathy they may have for your cause. While professional journalists are obliged to remain objective about issues, there is no doubt that it makes a difference to your cause if a journalist is personally 'on your side.'
When you begin your programme to build public awareness about
environmental issues, you may find that some people simply do
not understand what you are talking about. The reason for their
lack of understanding might be lack of exposure to issues of this
kind. When campaigning in your community to raise awareness about
a particular issue, it is critical that your message be designed
for different groups of people based on age, education, culture
and societal influences. If you cannot communicate your message
clearly and ensure that it is understood, there will be little
hope of long-term committed activity. As the Brundtland Commission,
in its report Our Common Future, declares: "unless
we are able to translate our words into a language that can reach
the minds and hearts of people young and old, we shall not be
able to undertake the extensive social changes needed to correct
the course of development."
Radio is the most common form of media in the world today. Local
radio is particularly useful as a way to reach the public, because
the programme makers are usually interested in local stories.
You should do a bit of radio research to find out which are the
most suitable and the most listened to programmes (often the early
morning current-affairs ones) and who their producers/presenters
are. Then you can make direct contact with them and get them to
incorporate environmental programming. They also could announce
your cause to the public, and promote different events you might
organize.
Some environmentalists around the world are discovering advertising as a way of communicating their messages. This is especially prevalent in the developed world where magazines and newspapers flourish, and where organizations have considerably more resources at their disposal than groups in the developing world. However, this approach could be just as useful anywhere.
Perhaps your local newspaper will give you a reduced rate for advertising space, or a television station a reduced rate for a one-minute public service announcement. If not, perhaps you can raise the money through activities and fund-raisers.
Your ad should be short and to the point. Study well-known ads
for commercial products to see how they use language and image
to promote their message. You can do the same with an environmental
message. You may want to approach a public relations organization
or advertising company for some advice. They will probably be
more than helpful.
In the mid-nineteenth century, the playwrite Baron Lytton wrote, "Beneath the rule of men entirely great, the pen is mightier than the sword." A well-placed, well-timed and well-argued letter can quite often turn the course of events, so take out your pen, sit down and change history.
Be clear about your purpose in writing the letter. A rambling letter usually just irritates the person you want to push into action. Plan before you write and be sure to have something definite to say.
Make sure you write to the person who can actually make a difference. By mailing inquiries or making a phone call in advance, you can usually get the name of a person who makes decisions. Always aim as high up the hierarchy as possible, unless you are working within a bureaucracy that you are trying to influence, in which case you will probably have to respect the flow of command.
Be personal in your letter, but at the same time be constructive and formal. After typing the main text of the letter, handwrite a one-line postscript. Something as simple as "your attention to this matter really will be appreciated" is enough to establish personal relations and put your letter at the top of the pile.
In many cases, your letter's effect is amplified by sending a copy of it to someone else. A couple of impressive 'cc:' names at the bottom of the letter usually ensures a more well-considered response. If you are writing to someone in the central government, copy the letter to your local government representative (and vice versa). If you are writing to a hotel to tell its general manager you saw an open sewage pipe running into the ocean, copy it to the local environmental health officer.
Build a question into your letter. Even though you may simply wish to make a rhetorical statement to draw attention to a problem, it is a good idea to incorporate an easily answered question into your letter-one that requires a prompt reply. This way, you're likely to get a reaction to the rest of the letter, as well as proof of its delivery.
Keep your letter to the point. Try to limit your letters to one
side of one sheet of paper. The best way to do this is to write
down the points you wish to make beforehand. Keep each sentence
to the bare minimum. Your main aim should be to ensure that all
your concerns are read and absorbed.
The written word can be used to raise the awareness of your community. It can also be used to mobilize a group of like-minded people around a particular issue. An open letter in the local or national press should have the same basic structure as a letter to an individual, but it must make points of general interest to the readership. Your "letter to the editor" (as it is often called) has to compete with other letters, and with the articles of the publication. Your letter will stand a better chance of being printed if it is short, punchy and provocative. Starting up a long-running correspondence in the local press can be particularly effective in making something happen.
It may be that the points you wish to make need specific targeting to a specific publication that is read by a particular audience. If there are a variety of publications in your area, target your letters accordingly. A letter about the destructive impact of dropping anchors onto a coral reef may have more impact if it appears in a magazine that is read by fishermen and/or scuba divers than if it appears only in the daily newspaper of the capital.
There is an important rule to remember when writing letters. Be
certain of your facts, and avoid specific accusations. Write about
solutions and ways forward, rather than scoring negative points
and opening old wounds.
Writing an effective press release
A press release is a device for giving the media information from your point of view. It is also useful for keeping supporters, believers and the public informed of what you are doing. It should be professionally written, and communicate effectively. If you have good, clear and dynamic photos, include copies. If you want them back, be sure to include a self-addressed, stamped envelope.
When writing your press release, make it:
Brief. No more than two pages in length,
typed double-spaced, and with a wide margin for notes. If possible,
use two sides of the same sheet of paper, unless you are planning
only to fax your press release.
Well-introduced. Begin with an opening sentence
or short paragraph that summarizes the contents. This is called
"the lead," and should answer all the basic questions
of "who, what, where, why, when and how."
Structured. Give the very basic information in a
logical sequence. If they want to know more, they will contact
you.
Personalized. If it is appropriate, include
one or two very short quotes from an appropriate expert to help
authenticate your story. Most good news releases have a strong
quote in the second paragraph that supports the information given
in the first paragraph.
Informative. In addition to the main statement,
it is helpful to give, very briefly, any critical factual background.
This might include details of you or your group, the origin of
the issue and facts and figures that justify your concern.
Finally, it is essential that you include clear and reliable follow-up
contacts. Choose a representative who has full command of the
issue, who can communicate clearly and concisely and who has,
preferably, experience with being interviewed. The aim of the
press release is to tempt journalists to follow it up with a more
detailed investigation-so your representation is critical. Always
follow your press release with a phone call, to encourage a response.
Fund-raising and Finding Sponsors
Around the world, economies are not as strong as they used to be. The number of organizations trying to raise funds is increasing, while the availability of those funds is decreasing. Nevertheless, a worthwhile cause can usually find someone somewhere to support it. The keys to successful fund-raising are defining the need, communicating the cause, creativity and persistence.
Fund-raising can be initiated in a number of ways. There is no
single recipe for fund-raising; it all depends on your community
and your situation. When fund-raising, it is best to tap into
those resources that are immediately available, such as through
selling a product or organizing a community dance or concert.
If your organization has a lot of members, perhaps you could charge
a small annual or monthly fee. With these sources, you are depending
only on your own initiative and ability to raise the funds. Concurrently,
however, you may want to pursue external sources of funding, which
will be easier to obtain if you can show that you are engaged
in "on the ground" fund-raising activities.
To apply for external sources of funding, you may have to write a proposal stating who you are, what you do, what you want and why you want it. While there are entire books on how to write effective proposals for raising money, following are a few of the basic principles that should get you started if you plan on pursuing this avenue for raising revenue for your organization. Writing a grant proposal is actually a good exercise for an organization to go through even if it is not planning on applying for grants. The process of writing a proposal forces you to evaluate your objectives, abilities, resources and understanding of the problems you are trying to solve.
There are directories of foundations and other funding sources that can be used to find potential sponsors that support initiatives like those you are working on. These directories are usually available at libraries. Some sponsors support environmental issues, while others may only support population concerns or education. If you send a proposal asking for assistance with a water treatment facility to a foundation that works with women's education, chances are they will not even read it. On the other hand, you can sometimes word your proposal in such a way as to make it fit through the "window" of the target funding source's interests.
While the individual application may vary, a suggested structure for writing proposals starts with a cover letter, and is followed by a proposal summary, an introduction, a statement of the problem, the goals and objectives of your organization, the methods to solve the problems, a statement on future funding sources and a budget for the proposed project. Thinking through the various sections should enable you to create virtually all that either a private or government funding source will ask for. If it is possible, always do a bit of "due diligence" beforehand, and ask the target funding source what exactly they need from you. If they have everything they need the first time, they are more likely to react favourably to your request.
Proposals written for private foundations and those written for government grants (intergovernmental or national) often differ in their final form. Foundations often require a brief letter as an initial approach. A full proposal may follow in many situations. Government and intergovernmental funding sources often require completion of a number of forms along with a detailed proposal narrative. Make sure that you write to the appropriate office or agency and request the guidelines before you start writing.
Your initial cover letter should briefly describe your organization and your proposed project or programme that needs support. It also should tell the grantmaker how important the grant would be to the community, and who exactly would benefit from it. The cover letter should demonstrate the strong support of your organization's committee or board of directors, and any key figures in your community. If you can get the mayor of your town, a professor from the university or any other such individual to write a letter in support of your project, your chances of getting the support you need will increase.
The proposal itself may be as modest as one page (especially if the foundation requests a limit of one page) or it may be several pages long. It may be in letter form or in a more formal presentation. Any additional materials should be limited to those required by the funding source supplemented by pertinent information, such as the resumes of key people in your organization.
Finally, if it is required, you may have to submit a detailed
expense projection for your proposed project, indicating exactly
for what you need the money. Think through this process carefully,
and if possible, contract the services of a qualified accountant
to make sure that all your figures are correct. If a funding source
suspects even for a moment that your math is off, it will be less
likely to give you the support you need.
References
A Primer on Environmental Citizenship; Environment Canada,
1993 - At Ease with E-mail, A Handbook on Using Electronic
Mail for NGOs in Developing Countries, United Nations Non-Governmental
Liaison Service, Geneva, and the Freidrich Ebert Foundation, New
York, 1995 - Citizen Action, Taking action in your community,
Wilson, Don, Longman Self-Help Guides, England, 1986 - EcoLinking,
Everyone's guide to environmental networking, Rittner, Don,
Peachpit Press, USA 1992 - Program Planning and Proposal Writing,
Introductory Version; Kiritz, Norton J. and Mundel, Jerry, the
Grantsmanship Center, Los Angeles, 1992.