Earth Day Network is the non-

non-profit organization that grew out of the original

Earth Day in 1970. Earth Day Network supports and coordinates thousands
thousands of
Earth Day events worldwide each year. Earth Day, April 22, is the
the largest
secular holiday in the world, celebrated by more than a billion people.

Earth Day Network seeks to grow and diversify the environmental movement
worldwide, and to mobilize it as the most effective vehicle for promoting a
healthy, sustainable planet. We pursue our mission through education,
education, politics,
events, and consumer activism.

EDN's international network reaches over 17,000 organizations in 174

countries.

This Organizer’
Organizer’s Guide will give you all the information you need to plan an
Earth Day event in your local community, get involved with our organization,
organization,
and help us protect the environment and fight climate change.

For more information about Earth Day, including how you can participate
participate and M1
www.earthday.net.
register your events, please visit www.earthday.net.

Earth Day Network grants any Earth Day organizer the right to reproduce
reproduce this
guide free of charge for purposes that support the mission and values
values of Earth
Day Network, provided acknowledgement of Earth Day Network is included.
included.

CONTACT US:

Earth Day Network

www.earthday.net
1616 P Street, NW, Suite 340
Washington, DC 20036
Tel: 1-202-518-0044
Fax: 1-202-518-8794
Email: communications@earthday.net
Slide 2

M1 "For more information about Earth Day, including how you can participate and register your events,
please visit www.earthday.net."
Mickenberg, 11/24/2008
Table of Contents

Earth Day In Brief

When is Earth Day 4
A brief history of Earth Day 5
Earth Day is Every Day 6
Make a difference 7
Together, we are stronger 7
Success stories 8

Getting Started: So you’ve decided to organize an event

Explore ideas for the event 9
Consider mission and message 9
Create an organizational structure 9
Develop a strategy 10
Improve communication and build capacity 10

The Big Step: Organizing your Earth Day event

Planning for the event 11
Considerations for mass events 12
More tips for Earth Day 14

Step out: Inform policymakers

Get policymakers to spread the word 17
Influence your legislator 17
Working with Volunteers
Finding volunteers 19
Extending an invitation 19
Meeting with volunteers 20
Signing up volunteers 20
Establishing committees 21
The importance of specific assignments 21
Empowering your volunteers 21
Developing a timetable 22
Keeping track…Be accountable! 22

Raising Money
Creating a budget 24
Types of financial support 25
Should you incorporate? 27
A final word on fundraising 28

Working with the Media

Getting press coverage of your message through earned media 29
Message 29
What to give the media 30
Setting up your media program 31
Event coverage, step by step 32
Additional communications opportunities 35

Congratulations! You are an Earth Day Organizer 37

Earth Day is the only event celebrated simultaneously around the
globe by people of all backgrounds, faiths and nationalities. More
than a billion people participate in Earth Day activities each year.

When is Earth Day?

The official date of Earth Day is April 22nd; however, Earth Day events are
often scheduled on the weekends before or after Earth Day. Additionally,
many people celebrate Earth Week, the week surrounding April 22nd,
or Earth Month – the entire month of April.

Regardless of when you hold your celebration, remember that Earth Day is
Every Day for Everybody.

A brief history of Earth Day

Earth Day, April 22, 1970 signified the birth of the modern environmental
movement in the United States. Earth Day founder Gaylord Nelson, then a
senator from Wisconsin, recalls his motivation for proposing the first
nationwide environmental protest: "The objective was to organize a
national demonstration of concern for the environment so large that it
would shake up the political establishment and force this issue onto the
national agenda. It was a gamble, but it worked.”

At the time, Americans were powering their

vehicles with leaded gasoline. Growing
industries belched out smoke and sludge with
little fear of legal consequences or bad press.
Air pollution was commonly accepted as the
price of prosperity. Earth Day turned all that
around.

4
On April 22, 1970, 20 million Americans took to the streets, parks and
auditoriums to demonstrate on behalf of a healthy, sustainable environment.
Denis Hayes, the national coordinator, and his youthful staff organized
massive coast-to-coast rallies. Thousands of colleges and universities held
protests against the degradation of the environment. Groups that had been
fighting against oil spills, raw sewage, toxic dumps, heavily polluting factories
and power plants, pesticides, freeways, the loss of wilderness and the
extinction of wildlife suddenly realized they shared common values.

"Conservatives were for it. Liberals were for it. Democrats, Republicans and
Independents were for it. So were the ins, the outs, the Executive and
Legislative branches of government." (New York Times)

Earth Day achieved a rare political alignment, enlisting support from both
major political parties, rich and poor, urban dwellers and farmers, businesses
and labor leaders. The first Earth Day led to the creation of the U.S.
Environmental Protection Agency, the passage of the Clean Air Act, the Clean
Water Act and the Endangered Species Act.

In 1990, Earth Day went global, with 200 million people from 141 nations
participating. Thousands of activities took place worldwide, including
demonstrations, tree plantings, river clean-ups, cultural events and
government-sponsored initiatives. This international groundswell of concern
for the environment elevated the status of environmental issues on the world
stage and led many governments to create agencies for environmental
protection.

5

Paul Coleman
Since 1990, I have walked
45,000 kilometers through
39 nations planting trees
and spreading a message
about the beauty of the
earth and why we need to
preserve the natural
environment that we all
need to exist. I have had a
long involvement with Earth
Day. Because of my
journey, millions of trees
have been planted and
many people have been
inspired to action.
Presently I am walking
through China, from Hong
Kong to Beijing on the
'Greening the Olympics,
Greening The Earth Walk.'
Since 1994, I have been an
Ambassador to the
'Cultures of Peace' UN
Peace Messenger
Initiative, am an advisor to
Pathways to Peace and the
Charity Ambassador of The
Living Rainforest, a UK
based institution.
EARTH DAY IS EVERY DAY - 100 POSITIVE THINGS TO DO
“Many of us have heard the phrase, EARTH DAY EVERY DAY.
But what does it mean? Does it take anything away from Earth
Day itself? Does it mean that we celebrate the Earth every day,
the way we do on April 22nd, by holding special events, festivals,
concerts, tree plantings, etc.?
Earth Day Every Day does not take away from the celebration of
Earth Day on April 22nd. It is around this day that people can
come together, united, to protect and appreciate the Earth.
Practicing Earth Day Every Day by making simple changes in your
lifestyle can have a significant impact on the environment. Over
the course of the next few months, from now until April 22nd, I aim
to show at least one hundred actions I have taken during this
period to help make this world a better place. By doing this I hope
to show the countless little things that we can do, and often do
without even realizing it, to keep our beautiful planet in a state that
will support life for a long time to come.
The tiny little things we do in our lives, like refusing a plastic bag
in a grocery store for example, are day to day environmental
success stories that can fill us with energy and a sense of well-
being. Doing those simple little daily things that make the Earth a
better place for all is living EARTH DAY EVERY DAY. It is when
we each begin to live our environmental lives to the fullest that we
will begin to change the state of this planet for the good.
What am I going to do on Earth Day? At this moment I don't know.
Perhaps I'll go to an event that someone else has organized,
show my support for a movement, plant a tree or just simply lie on
the ground and say 'Thank you Earth and thank you for all those
wonderful folks around the world who are making this day so
special.‘”
Paul Coleman’s edited comments from
www.network.earthday.net
6
Make a difference
Earth Day is now widely celebrated around the world as a collective expression
of public will to create a sustainable society.

Earth Day activities educate and mobilize people worldwide to protect and
appreciate the environment, rekindling public commitment and involvement in
this endeavor across all social sectors. Countries, citizen groups, local
governments, businesses, neighborhoods, schools, college campuses, and
faith-based groups participate. Individual and collective choices that reflect
environmental values and broaden public support result in sweeping changes.

Earth Day helps expand and strengthen networks of community groups. As an

annual event bringing people together, Earth Day events inspire changes that
bring ongoing benefits to the community.

Together, we are stronger

The strength of Earth Day is the diversity of people participating from different
communities worldwide. In our experience, the best events are those in which
organizers team up with others and take input from all players involved.

Don’t try to organize your event alone—that is the direct route to burnout.
Instead, encourage others to take leadership roles and delegate activities.

Share the excitement and fun with others and you will create an Earth Day
event where the enthusiasm is contagious.

7
SUCCESS STORIES
What happened last year?

For Earth Day 2008, hundreds of

thousands of people around the world
attended events under the Call for
Climate theme, generating millions of
calls to legislators and governments
demanding a moratorium on coal,
investment in renewable energy,
building efficiency, and measures to
protect the poor and the middle class
from unfairly bearing the cost of solving
the climate crisis.
The Michail Lakatnick Primary school in
Bourgas, Bulgaria dedicated an entire week to
Earth Day. The school has built an outdoor eco-
classroom to use as an educational tool for the
school and community, and is now. One class of
fourth graders planted a few varieties of trees
around the front of the school. There are plans to
build a bush and tree-lined green fence which
will protect the school and the children from the
noise and the car exhaust.

As part of the Call for Climate campaign, The

Waste Management Society of Nigeria
(WAMASON) Earth Day celebration was
intended to inspire awareness of and
appreciation for the environment. For Earth
Day, WAMASON launched a public-awareness
campaign encouraging citizens to stop littering
and educating them on sustainable practices.
With this celebration we call on all ‘to recognize
and respect Earth’s beautiful systems of
balance.
8
1.Explore ideas for the event
Begin by exploring what is already being planned in your community. Others
may have already done the legwork and you might not want to
compete with other events!

•Check our Global Events Registry to see what events have been planned in
your area.

•Contact possible partners such as community service organizations,

environmental groups, and schools to see if they already have a plan. If there
is no plan, organize a kick-off meeting with the above groups to get your event
started! Use the meeting to pull together a steering committee and outline
what you want out of the Earth Day event.

2. Consider mission and message

Earth Day 2009 will officially kick off the Green Generation Campaign , a
global initiative to mobilize public action and support for effective climate
policies and a strong global agreement; large scale investments in renewable
energy; a comprehensive green jobs program; poverty-alleviation measures
that are compatible with sustainability, and other public actions that will
support a resolution of the climate crisis. This will be our theme this year, and
we’d love to have you on board!

Should you decide on a theme or goal, state your message clearly so it

cannot be distorted. Also, repeat your message at every opportunity, because
while you may get tired of relaying the message, others will be hearing it for
the first time!

3. Create an organizational structure

If you choose to team up with other organizers for your event, consider
forming committees to oversee basic functions. Committees might cover the
following areas:

•Project/event planning – arranging for location, facilities, overall

management of event.

•Fundraising – soliciting monetary and in-kind donations.

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•Outreach – creating materials, engaging media and community.
4. Develop a strategy
Identify your goals and objectives for the event. How will you achieve them?
Will you rely on volunteers or will you hire staff? Which members of the
community have a vested interest in your event? Will your campaign make
extensive use of paid media or will you try to generate free media by creating local
interest? Will your strategy involve forming a new coalition? There are many ways
to craft your strategy. Pull together your steering committee and choose an action
plan that is best for you.

5. Improve communication and build capacity

•Create a contact list with the names, numbers and email addresses of your staff
and volunteers. Make this into a database where you can sort the list by
committee or involvement to find people useful to particular needs.

•Create a list serve and telephone tree to reach key members of your team
quickly.

•Develop a website that is appropriate to your target audience. Make it

informative, interactive and fun. There are a number of free web hosts available
and it is likely that one of your volunteers will know at least basic web design.

•Offer up-to-date, relevant resources that will make people want to visit your site
more than once. Set up an email account where visitors can communicate with
you, and don’t forget to answer their emails!

•Register your event with Earth Day Network at our Global Events Registry. More
than four million people visit our site every year, and many of them are looking for
an event to attend!

•Take advantage of all the free tools at your reach. Use the power of social
networks and video sites like Facebook, MySpace, You Tube, or EDN’s
Community Pages to interact with your own group, communicate with different
organizers around the world, and spread the word about your event.

10
If there is a particular issue concerning your community, be the leader that
unites community members to address the problem!

Planning for the event

• Host planning meetings. To get things started, invite people who would be
interested in helping you to plan your event. Invite your network, local
environmental organizations, Parent Teacher Associations, and school
environmental clubs. To spread the word, create flyers to post in public places
with the date, time, and directions to your planning sessions. Places to hold the
meetings could include your home, community center, local coffee shop, or
public library. At the meeting, have all participants fill out a sign-up sheet with
their name, email, address, and telephone numbers. Ask people to introduce
themselves and say what motivated them to come to the meeting. From this you
can assess their interests, relate them to your own, and develop your plan for
Earth Day.

• Find a venue. Identify a location for your Earth Day event. Outdoor public
venues such as local parks are ideal, but depending on the nature of your event
you may also consider a school or community center. Explore whether or not a
permit is required, and submit the paperwork early enough to ensure that the
event isn’t held up by administrative problems.

• Consider parking availability and access to public transit. Think about

how people will get to your event. Is it possible to use public transit?
If participants drive, where and how will they park? Finally, will there be bike
racks available for bicyclists? If at all possible, find a location that allows people
to make use of public transportation, sidewalks, or bike routes to get to and from
your event.

• Plan the stage. If you have speakers, musical acts or presentations, think
about having a stage. How big would it need to be and how would you set it up
(podium, speakers, sound equipment)?

• Plan for food. Offering food at your event will attract people, and involve
local businesses or farmers. Consider offering environmentally conscious
items, like local and organic food, as well as vegetarian/vegan options.

11
• Provide Information. Invite environmental groups and green businesses to set
up booths at your Earth Day event. These booths can be educational displays
(teaching about renewable energy, for example), action centers (with computer
or phone stations for people to sign petitions or call their members of Congress), or
organizational displays, where organizations can spread their cause.

Considerations for mass events

1. Publicity. Don’t forget to publicize your event! Get the word out early and
often through every possible medium. (For more on event publicity, see
Working with the Media.)

2. Merchandise. Selling or giving away T-shirts, banners, pins and other Earth
Day items can both publicize and finance your event. Create your own or
order items from the Earth Day Network E-store.

3. Labor. Some jobs require special expertise. For instance, you may want to
hire someone to help with the delivery of stage and equipment, or to
manage audio controls.

4. Tents. Outdoor events benefit from tents to protect participants from the sun
or rain. If you have exhibitors, charge them a fee to cover the cost of tents.

5. Exhibits. Budget money for the creation of interactive displays and activities.
These can range from educational exhibits of cardboard with flaps that lift
to reveal answers to energy trivia questions, to campaign information to
models that display how solar, wind, and hydropower work. Be creative!

6. Exhibit fees. To help cover your production costs, consider charging a

realistic exhibit fee. Have one rate for non-profits and another for
businesses. Design the fees so that your tents, tables and chairs are
covered, with enough money left over to pay for your sound system,
portable toilets, and insurance.

7. Tables and chairs. Exhibitors will need tables and chairs. Usually your tent
supplier can also provide these for a small additional cost. Build that cost
into your exhibitor’s fee.

12
8. Signs and banners. Directional signs to restrooms and activities will be
needed in strategic locations. Make them large and easy to read.

9. Sound. Many performers have their own sound systems. If you have
presenters or performers, figure out what they plan to use and what you will
need to supply.

10. Entertainment/Music. Musicians and speakers often charge reduced or

no fees for an Earth Day event. Ask all performers to provide a stage map for
microphones and props. This will help you as you plan the stage design.

11. Volunteers. Have lots of volunteers on hand to help you with everything
from setting up to cleaning up. Identify them by providing buttons, caps, shirts,
or nametags. Providing food and beverages is nice, although not essential if
you are strapped for money. (Read on—you’ll find lots of tips in Working with
Volunteers.)

12. Security. Volunteers can generally provide good security. If your event is
going to be large, look into private security or off-duty police officers to help out.
Generally they charge an hourly rate. Make sure that private firms are insured
and bonded to assume liability for their staff. (NOTE: If you get the city and/or
county to co-sponsor your event, they may be able to provide security for free.)

13. Insurance. Special events may require additional insurance, so be sure to

check with the site owner. Acquiring insurance may be as simple as getting an
insurance rider on a participating organization’s existing insurance policy, or you
may need a one-day special events policy.

14. First aid. Be sure to have at least one complete first aid kit on hand at your
Earth Day event. Additionally, make sure that each volunteer knows where the
kit is located and how to use it.

15. Portable toilets. These are essential for an outdoor event. You may be able
to obtain them free of charge from your local Department of Waste Management.
If not, negotiate for a reduced rate.

13
16. Cleaning up after your event. Here are some things you can do to make
sure your Earth Day event leaves no trace behind:

•Have plenty of garbage bags on hand to use for clean-up.

•Provide clearly marked recycling bins and establish an on-site recycling center
to separate trash from recyclables. Check with your local recycling center to find
out what materials they accept and how materials should be sorted.
•Assign a special Eco-Team the task of cleaning up any trace of your event.
•When serving food at smaller events, consider using donated plates and cups
that can be washed, rather than disposables that will get thrown out. If a larger
event, look into using compostable utensils and plates.
•Remember that cleaning up litter or what you brought is only part of your
departure plan. Make sure that any plants uprooted or trod upon are re-planted
or re-seeded. Stone or wood paths should be surveyed to ensure that they
have not been disturbed.

More tips for Earth Day

Focus on our future: Whatever your event is, make sure it has a very strong
educational component, paying special attention to children and young people.
Make it about solutions to our most pressing environmental challenges, starting
with climate change. Work with your school district to organize in-the-classroom
activities.

Hold a contest: Organize a poster, essay, poetry, T-shirt design, photography,

or art contest with an environmental theme like the Green Generation. You will
need a central location and a contact person for collecting entries. For poster and
essay contests, send notices to schools and youth groups. Your notices should
announce the theme, prizes, contest rules, eligibility and deadlines. You can
have the awards ceremony at a culminating event and invite local businesses
or individuals to donate prizes for different age groups.

Educate your community: Help set up an Earth Day exhibit in your local library,
school, religious meeting place, city hall or popular public location.

Organize a water-quality monitoring activity for a local waterway:

Cleaning up litter and testing water samples are excellent ways to learn more
about your local environment. Learn more about water issues at the Global Water
Network. 14
Create a schoolyard/community garden: Communal gardens bring more
green spaces to a community and connect people together and with nature.
You can create a wildlife habitat, native flower garden or organic vegetable
garden. You can also create a bioremediation field to take toxins out of the
soil with natural methods, using sunflowers for example.

Create a community green map: A green map highlights all the

environmental-related spots in your community, such as parks, recycling
centers, farmers’ markets, thrift stores, public transit stations, and stores that
sell organic produce and other eco-conscious products. See the Green Map
System’s website at www.greenmap.com.

March for Parks: The National Parks and Conservation Association created
March for Parks in 1990 as a nationwide walking event to benefit America’s
parks and open spaces. The event, held annually during Earth Day weekend,
educates the public and raises funds for parks. To register a March for Parks
event, email MFP@npca.org, or visit www.npca.org.

Be a smart shopper and clean out your closet: Read the labels on your
cleaning supplies, art supplies, and personal care products – are all the
ingredients non-toxic? Dangerous chemicals are found in everyday items in
your house and school, so choose wisely what you will come in contact with!
The National Institute of Health has a product database that can help you
learn more; the Environmental Working Group’s chemical index is another
great resource to look up ingredients’ safety information. To find safe arts and
crafts supplies, go to the Art & Creative Materials Institute.

Un-Plug: The Environmental Protection Agency estimates that 75% of the

electricity used to power electronics such as televisions, computers, and DVD
players is consumed while the products are turned off. You can combat this
“phantom” electricity use in your home or office by unplugging your electronics
when they’re not in use, or by switching off your power strip at the end of the
day. Also, if you are purchasing new electronics, such as computers,
monitors, copiers, fax machines, or even “Exit” signs, push for items that are
Energy Star-certified for products that up to 50% more energy-efficient.

15
Go outside! On average, we spend over 90% of our time indoors.
Make Earth Day a day to spend some time outside! Explore ways to green the
outside of your school, house or building – plant a flower and vegetable garden,
taking care to remove harmful invasive species, and planting drought-tolerant,
pollinator-friendly plants. You can create an outdoor learning environment ideal
for both education and nature appreciation!

Show a film. We have a great library full of educational videos at Earth Day TV,
and you can show them for free!

Host a speaker

Give a presentation

Go door to door to talk with people and hand out educational materials

Present art and cultural performances

Produce a TV or video show about environmental issues in your

community. We’ll be happy to show it on Earth Day TV!

16
Get policymakers to spread the word
An inexpensive and effective way to get the ball rolling in any city, county or
state is to encourage the governor, mayor, city council, board of supervisors,
school district or other official body to issue a public statement about your
Earth Day event or campaign. Send officials your proposed proclamation and
invite them to discuss it at their next meeting or presentation.

Influence your legislator

Arrange a meeting:

• Consider meeting with your governor, mayor, city council members, the
president of your local chamber of commerce, and/or heads of local
companies to discuss your campaign for Earth Day.

• Have a small but diverse group attend these meetings to emphasize your
broad base of support.

• Be well prepared. Arrange in advance who will lead the meeting and who will
say what. If the person with whom you meet has questions for you that you
do not know how to answer, it is okay to say, “I am not sure, but I will research
that and get back to you.”

• Use a short fact sheet and other supporting materials to ensure that you
have a clear message.

• Offer concrete suggestions for how civic leaders can help achieve a rapid
clean energy transition. Call for city- and state-wide energy audits to identify
potential reductions in power use benefiting taxpayers, state and municipal
budgets, and the environment. You can also consult an expert to provide
more information. Be sure to ask the person you are meeting what his/her
stance is on the topic so you know best how to approach him/her.

• Let your representatives and local leaders know that you’ll keep contacting
them until your issues are adequately addressed.

17
Public meetings and actions

You can indirectly lobby public officials through actions that bring public
attention to your campaign. Target those public officials who do not
adequately address your issue and support and thank your political allies.

• Attend public meetings to get your issue addressed. Talk about it publicly
and generate enthusiasm. Have Earth Day buttons or stickers for supporters.
Bring fact sheets, sign-up sheets, or other useful information.

• Take out an ad in a local newspaper. Explain Earth Day and your campaign,
and encourage people to take action (phone calls, letters, emails, etc.).
Confirm where your ad will be placed, so it does not get buried where few
people will see it. Include contact information so that people can find out more
about your campaign.

• Hold a rally, phone and letter-writing effort, or a march with your supporters.
A week before the event, send out a news release to publicize what you’re
doing, including the time, date, and location of the event. Don’t forget your
contact information so people can request more information. At the event,
have signs, stickers, petitions, and fact sheets available.

• Take the opportunity to speak about your event or campaign at public

meetings where legislators may be present. Attend your representatives’
public meetings, ask questions, and organize your network in the audience to
do the same.

• If the legislator appears on a local television or radio program, call in and ask
questions. Organize others to do so as well.
Letters, petitions and email

You can organize a lobbying campaign through written communication. This is a

good way to start attracting interest to your cause. Outside of face-to-face
meetings and phone calls, personalized letters are the most effective forms of
communicating your message. That being said, a petition drive or email
campaign with large numbers of participants can also be valuable. At every
event, have a letter-writing table with sample letters. Supply stamps, postcards
or pre-stamped envelopes, and collect the letters or postcards to be mailed.

18
Whether you are working with an existing local group or wish to start a
new Earth Day project in your community, you will need to recruit and
manage a team of volunteers to accomplish your goals.

Finding volunteers

Earth Day is an ideal opportunity

for interested citizens who have never
volunteered before. You just need to The key to success in finding volunteers
invite them! On some projects, is sending out invitations that cause
volunteers do it all, including planning, people to respond.
logistics, execution, and follow-up.
• Person-to-Person. At meetings or
The following guidelines will help by phone. If you can’t meet face-to-face,
you develop and maintain a strong nothing beats a phone call!
volunteer team.
• Visual. Flyers and/or posters in the
Extending an invitation mail, student post offices, stores or
businesses.
Invite as large a cross-section of your
• Media, print and online
community as possible to your
meeting.
• Newsletters
Make sure notices get posted in all
• Email or direct mail
areas of your community. You can
usually arrange the use of a meeting
• Partner organization
space through local religious
congregations, schools, libraries or
Find out how people heard about
concerned businesses.
your meeting by a show of hands or
distribute a survey: newspaper
Send a notice to local newspapers
announcement, flyer, through a friend,
stating that you are going to hold an
radio PSA, etc. This is useful information
Earth Day organizing meeting at a
about what methods are most effective for
certain time and place, and that
finding volunteers. Remember, get the word
everyone is invited to attend.
out and be accessible!
19
Meeting with volunteers
• Start each meeting by introducing
yourself and welcoming the participants.
If it’s a small meeting, ask everyone to
do short introductions (for example, their
names and a brief mention of what
brought them to the meeting.)
• When possible, have a printed
agenda ready to pass out or post one in
large print on an easel.
• Let participants know the plan for
the meeting (for example, "First, I’m
going to talk a little about Earth Day.
Next, Susan will describe the projects
we’re working on…")
• Give attendees some background
about your organization and project(s).
Remember, some of them may have just
recently heard about your group.
• The next part of the meeting will
depend on where you are in the planning
stage. If you are just formulating plans,
you can invite participants to brainstorm,
encourage visionary thinking and get a
flow of ideas going. If you have developed
a specific project or plan, present it at the
meeting and ask for feedback. Be sure that
if you ask for feedback, you are truly open
to suggestions. Be responsive, and
incorporate good ideas from the group
whenever you can.
20
Signing up volunteers
At your meetings, always pass around
a sign-up sheet for people to give their
name, phone number, fax number,
email address and home address.
Following the meeting, ask the
volunteers to fill out an information
form and sign up for specific tasks
they are willing to take on. One way to
do this sign-up is to write the names
and brief descriptions of each task on
pieces of paper and tape them up
around the room, then let people sign
themselves up.
To simplify and organize recruiting
and tracking, use a volunteer
information form. The form should
include name, address, day and
evening phone numbers, special skills
and interests, and jobs and roles that
the volunteer would like to take
on. You may want to develop a
working database of volunteers to
match tasks to people’s skills.
Establishing committees
Consider designating committees
through which work can be divided
up. Several different committees may
emerge to work separately on projects
that interest particular individuals. An
events committee might work with a
communications committee to
produce a calendar on which all
events and deadlines leading up to
them might be posted. Once all
activities and deadlines are listed,
everyone can refer to the calendar to
be clear about who is doing what,
where, when and why.
The importance of
specific assignments
Be organized as you seek
volunteers and be prepared to offer
specific assignments. One of the
easiest ways to lose volunteers is to
get them excited about a project and
then not have a specific task ready for
them to do. This word of caution,
however, doesn’t mean that you must
have all details worked out in
advance; helping with planning is a
substantial part of many volunteer
tasks.
It is essential to have things defined
clearly enough so that each person
knows what s/he has agreed to do
and when it needs to be done. Make
sure every task has a target date for
completion.
Empowering your volunteers
People volunteer because they want to
make a difference and because they want
to be involved in something bigger than
themselves. A central tenet of Earth Day
is that everyone can make a difference.
Let volunteers contribute their own ideas.
No one wants to be part of a team where
they never get to have input. Whenever
possible, incorporate volunteers’ ideas
into the overall vision for your project.
One important tool for maintaining
an energized, active volunteer base is
acknowledgement. Acknowledge people’s
contributions and their generosity in
giving their time. You might also seek
ways to thank your volunteers through
dinners or parties, certificates, letters to
their employers or school counselors,
and public recognition.
If you have a volunteer coordinator, it
will make this aspect of your work a lot
easier. S/he must love people and love
to be on the phone!
Assign the right person to any given
task. Don’t try and talk a volunteer into
doing a job that you sense s/he really
doesn’t want to do; it probably won’t turn
out well. In fact, be sure that volunteers
have a chance to decline or back out of an
agreement. Guilt is a very poor motivator.
21
Developing a timetable
From the start be sure to create clear, achievable completion dates—set up
your volunteers to succeed by allowing a fair amount of time to produce your
desired results. Be sure to check in with your volunteers along the way to be
certain everything is moving according to plan.

Know how much time you need, and for how long. Get commitments from
your volunteers a few weeks or a month ahead of time, if possible. This allows
you time to react and get replacements if something unexpected comes up.

Keep track and be accountable

Structuring teams or groups of volunteers makes the work more fun and can
prevent burnout. However, it is important that one person be accountable for
each task. This doesn’t mean s/he does all the work, only that s/he is
responsible for seeing that the work gets done.

One way to keep things moving along is to assign task captains—perhaps

more seasoned volunteers or interns who know the organization well.

They can be your eyes and ears for certain tasks, helping things move along
more quickly. They can inform you when key tasks are completed or when
they may need extra attention.

Be accountable yourself, and set a good model for your volunteers to be

accountable. Be sure everyone is clear on tasks and delivery dates.

One line of thought holds that volunteers can’t be held accountable because
they’re not paid. This thinking is a recipe for disaster. The volunteers with
whom you will be working will respond well to being entrusted with
responsibilities.

22
At the very start, get a clear picture of exactly what it is you need to be able to
carry out your project or event. Begin working to make your vision a reality.

There is a big difference between telling potential donors that you are
doing something and telling them you want to do something and outlining their
potential involvement. Talk in definite and specific terms to convey that you are
serious about your plans. This means outlining exactly what their contribution
will be used for and asking for a specific amount of money.

Although it is important to think carefully about the amount of an ask, aim high.
You can always bargain down, but it is almost impossible to bargain up. This will
make your fundraising more effective.

Remember that Earth Day campaigns and events offer creative opportunities to
educate the community and spotlight your organization or committee, and they
provide sponsorship opportunities for suitable organizations and businesses.

Creating a budget
The first thing an organizer needs to do is create a budget. Make your budget
realistic—not too high, but high enough to accomplish what you’ve set out to
do. Then plan carefully how much money you will need to raise and in what
amount of time.

Many groups and businesses are willing to underwrite or sponsor events, or

to donate needed items for an Earth Day event. Factor into your budget what
things you can realistically expect to have donated and what things you will
have to purchase.

Preparing a budget may seem difficult, but it is worth the effort because it
will:

(1) Help you identify exactly what your needs are.

(2) Point to avenues for filling those needs (often money is not needed, as
many items can be donated).
(3) Show prospective donors that you are organized and serious.
24
Types of financial support
SOLICITATIONS/DONATIONS
REQUESTS
Fundraising by soliciting donations,
whether cash or in-kind, is the most
important part of your financial work. It is
important to do a cost-benefit analysis
before any fundraising activity. It costs
money to raise money, but it should
generally only cost at most 25% of the total
raised. Don’t spend $75 to raise $100.
Person-to-person requests, phone calls
and mail solicitation provide a great
opportunity to educate others about the
importance of your project and gain
support for your efforts—financially and
otherwise.
While nothing is as effective as person-to-
person contact for soliciting funds, phone
calls can also be effective. Remember that
providing detailed information is important.
Sometimes you will have to communicate
in a variety of ways until you get an answer
from a funder. Be prepared to answer all
kinds of questions about your project,
including how the money will be used and
who else is participating.
It is important to be comfortable talking
about money; this will be a key to success.
Think of it this way: you should feel proud
to ask donors to participate by funding a
worthwhile project.
25
FUNDRAISERS AND VISIBILITY
PROJECTS
Consider a fundraising event or
project. These are designed to:
(1) raise visibility and (2) generate
the money you need to ensure the
success of your project.
•Merchandise such as T-shirts can
be great fundraising products and
can cost as low as $5/shirt and sold
for $10. To take your environmental
message one step further, choose
organic cotton or other natural
fabrics.
•Benefits can generate income and
publicity for your event. Contact a
local radio station or music group
about producing a benefit concert
for your committee. Or encourage
a restaurant or supermarket to
donate a percentage of proceeds
for one day to your committee.
Publicize the fundraising through
the media, flyers and other means.
• Sales of donated merchandise, or
even a good old-fashioned yard sale
can benefit your group.
• Dinner parties, bake-offs,
neighborhood cleanups, stream
walks, bike races, walk-a-thons,
running events . . . all can generate
income and visibility for you.
FOUNDATION SUPPORT
Private foundations exist to support a
variety of projects. These foundations
have specific grant criteria and
application processes that you will need
to research before applying.
Check your local library’s reference
section for the following helpful
publications:
•The Foundation Directory, a complete
reference of private foundations and their Coalition for Environmentally
criteria, listed by state.
•The Foundation Center’s Grant Guides— for Social Responsibility?)
a set of guides listing, by state, the
foundations that fund specific programs.
Guide titles include Grants for
Environmental Education, Grants for
Children and Grants for Agriculture.
•Once you have identified the foundations
that might support your project or event,
call them to request a grant application
and a copy of their annual report.
FUNDRAISING COMMITTEES
If you plan to work with a fundraising
committee either to do individual
solicitation or organize a fundraising
event, ask for a specific commitment from
each committee member. For example,
when putting together an event
committee, bring together 10 people and
ask them each to commit to raising
$5,000 for the project.
The fundraising committee for your
event will need to decide whether to
seek financial assistance from area
businesses. Businesses may be
willing to make charitable donations,
offer advertising, donate in-kind
assistance or provide discretionary
funds in support of Earth Day
celebrations. Try to determine
whether their environmental practices
make them a "fit" for sponsoring Earth
Day. (Something to consider: have
they signed on to the CERES—
Responsible Economies—principles,
or are they members of Businesses
LOCAL GOVERNMENT AS A
RESOURCE
Invite your city and county
government to co-sponsor your
activities and spell out clearly what
you want them to do. If they agree to
be a co-sponsor, you may be able to
draw on the things governmental
agencies can contribute—security,
signage, postage, public relations,
venues, coordination and insurance.
Involving your local government
demonstrates to the community that
there is broad-based support for
addressing environmental issues.
Having the mayor or county
commissioners on stage with you for
presentations and welcoming
remarks means photo opportunities
for them and for you.
GETTING LOCAL BUSINESSES INVOLVED

Many businesses are searching for ways to be greener and you can offer them
an opportunity! Often corporations and businesses have quarterly campaigns in
which they sponsor environmental projects. Corporations may also designate
employees to volunteer or serve on your committee.

In addition to contributing money or volunteers, businesses might donate in-kind

services. For example, many businesses have in-house printing facilities and
may be able to print your programs free-of-charge or at cost.

Approach local businesses for donations of paper, copying, printing, postage,

volunteers, office space or phones.

Spread out the requests so that instead of asking one company to donate
10,000 copies, ask 10 companies to donate 1,000 copies. Make your request as
specific as possible. Share your vision for your project in a way that gets them
excited about being involved.

Should you incorporate?

To accept tax-deductible contributions, you must either: (1) have non-profit status
in your state; or (2) find a local non-profit group whose mission is aligned with
Earth Day and will allow you to operate under their auspices (technically, you will
operate as a project of their organization).

To receive non-profit status, you must incorporate as a federal 501(c)(3)

corporation. This takes time and money for filing fees.

First, contact your state’s Secretary of State for information on incorporation and
registration as a non-profit in your state. Typically, you will need to obtain
non-profit status in your home state first, prior to filing for federal approval. Plan
on a minimum of 6-9 months before your incorporation process is finalized.
Some advantages of federal incorporation:

• You will be eligible to receive donations tax-free.

• Supporters can deduct their donations from their federal taxes.
• Most grant makers require federal 501(c)(3) status, or a relationship to a
501(c)(3) sponsoring organization, for application.
• You will be eligible for bulk-mail, non-profit rates.

If you decide to pursue tax-exempt status, you will need these federal tax
documents:

• Publication 557—Tax-Exempt Status for your organization.

• Form 1023 or 1024—Application for 501(c)(3) status.
• Form 8718—User Fee for Exempt Organization (up to $300).
• Form SS-4—Application for Employer ID number.
• Form 526—Charitable Contributions.

You must also provide your organization’s charter or mission statement, along
with documentation of its history and activity, including fundraising methods
and financial records.

Does all of that seem overwhelming? You don’t need to be intimidated by

The process. Just describe your organization’s work in plain English.
Demonstrate broad public support for your group. The IRS Toll-Free Help
Line is 1-800-829-1040.

If you don’t have a lawyer in your group or on your board of directors, get one
person to commit to seeing the process through to the end. Ask a local lawyer
to help. Many will donate time to non-profit organizations whose missions they
support.

A final word on fundraising

Asking for money can be a daunting prospect. It helps to remember that

working on Earth Day activities fills a vital community need and provides a
way for people to work together for the common good.

Take pride in your work and don’t be afraid to let others know about your
project. When you reach out to potential funders, it gives them an opportunity
to participate in a meaningful way too.

28
Getting press coverage of
your message
There are two ways to get press
coverage for your message, organization
or Earth Day event: paid media
(advertisements that you purchase for
television, radio, newspapers or
magazines) and earned media (publicity
that you do not pay for, such as
newspaper articles and television
stories). This section deals exclusively
with earned media.
Earned media is one of the most
effective ways of raising public
awareness about your project, campaign
or event. Unlike paid advertising, this
type of publicity is also something that
any organizer can generate, no matter
how limited your budget is. All it takes is
consistency, some insider tips and hard
work. Most media outlets get much more
information than they can possibly use.
It is important to present your information
in concise, interesting, well-organized
and visually appealing ways, with a
consistent, easy-to-recognize style.
Most important, establish personal
relationships with members of your local
media. Find a spokesperson who brings
good, established media relations to your
team—or at a minimum, a good "people
person" who is knowledgeable about
your issue and message and can
communicate effectively with reporters
and members of the public.
29
Message
What is the one thing you want people
to know about your organization,
issue or event? It could be the theme
of your event. Perhaps it is one fact
that beautifully illustrates the
importance of your issue. Whatever it
is, that one thing you want people to
know and remember about you is your
"message" and should be included in
every press release, every quote to a
reporter, every piece of material you
produce—just like your logo.
Repetition is the key—a person
needs to hear your message 7-10
times before it starts to stick.
Think of the limited opportunities
you will have to communicate with the
general public through newspaper and
television stories, letters to the editor,
editorials, your promotional materials
and, in some cases, paid advertising.
It is a true communications challenge
to reach people frequently and
consistently enough that they
remember your message. The
solution is to craft a message that
resonates with people when they hear
it, then repeat it at absolutely every
opportunity.
At the point that you think you can’t
bear to repeat your message one
more time, people are just beginning
to hear it.
What to give to the Media
MEDIA ADVISORY

An advisory is generally used to alert the media that some sort of event will
be taking place. It is a straightforward communication that goes to media in
advance of the event and answers general questions: when and where the
event will be held, what will happen and who is involved.

A media advisory should:

• Be on your organization’s letterhead.

• Include a contact name, phone number and email.
• Be no more than one side of a page.
• Include a general description of the event, followed by logistical information.
• Conclude with a "boilerplate“ description of your organization for context
(boilerplate consists of one or two sentences that reporters can use to describe
your organization).
• Have "-30-" or "###" at the bottom to signify the end of the advisory.

PRESS RELEASE

A press release is used as an announcement (but not to convey logistical

details for an event—see “media advisory,” above) or as a means to convey
your point of view. It is used to give the media information you think they
might find interesting or newsworthy.

Press releases should:

• Be on your organization’s letterhead.

• Include a contact name, phone number and email.
• Be no more than two sides of a page (short is best!).
• Alternate paragraphs that give factual context with short, pithy quotes from
interesting spokespeople that deliver your message and point of view.
• Conclude with a boilerplate description of your organization for context.
• Have "-30-" or "###" at the bottom to signify the end of the release.

30
Setting up your media event or projects, any press clippings
you might already have, fact sheets from
program your group, or information from Earth
Day Network on Earth Day’s history and
THE LIST
mission and web address:
Compile a media list or obtain a www.earthday.net
current one from one of your partner
organizations. If you find yourself Keep your materials consistent,
compiling the list yourself, check your professional and short! Remember to
local library—it will often have lists of include your key message on all
local media you can copy. Then call materials, along with your logo and/or
each outlet to find out which reporter is Earth Day Network’s logo. Reporters
most likely to cover your issue or event. may use any or all of the content you
provide them when they write their
Your media directory should contain: stories.
• Media outlets in your region,
including the content and style of Check your materials with a critical
programs, columns, etc. and their eye—do they accurately reflect your
deadlines. mission and message? Is your message
• An up-to-date list of reporters and likely to resonate with people who will
editors and how to contact them by read the reporter’s story? Will your
phone, fax and email. materials and message excite people
and get them involved?
Be sure to keep your media file
current. Contacts may change as often Don’t ever think that time with a
as every two to three months. reporter is wasted, even if s/he doesn’t
write a story right away. When you
ESTABLISHING RELATIONSHIPS establish relationships with reporters,
you are investing in their future coverage
Get to know your local media. Once of your issue or event. The more
you establish which reporters cover the informed a reporter is, the more accurate
environment and/or community events, the story s/he eventually writes will be.
introduce yourself with a phone call or a
get-to-know-you meeting. If you are respectful of a reporter’s time
and interests, and if you provide
Be prepared—assemble a press kit of valuable, relevant information, you are
important background materials. Your establishing yourself as a source for that
press kit could include a calendar of reporter—and good sources are hard to
events, a press release about your find.
31
MAINTAINING THE FLOW OF
INFORMATION
Once you have made contact with
members of your local media, make
it a priority to maintain a positive
working relationship. Here are
some suggestions for ongoing
communications with your media
contacts:
• Be as helpful and accessible as
possible.
• Provide background information
when a relevant news story breaks.
• Participate in editorial board
meetings or community meetings,
especially when members of the
media are expected to be there.
• Conduct background briefings for
reporters, especially when you are
about to make an announcement or
hold an event.
• Send along interesting materials or
articles you come across, but ONLY
if you know the material is relevant
to what the reporter is interested in.
Include a personal note. NEVER
inundate reporters with information
they don’t want or have no use for.
Don’t hesitate to follow up with a phone
call to reporters to make sure they
received any materials that you
faxed, emailed or mailed to them.
32
This gives you another opportunity to talk
with them and answer any questions
they may have. But be respectful of their
time—reporters work on deadline and
often they will not have time to talk.
Event Coverage, Step by Step
1) Make sure your media list is
in order. Hopefully you have
established relationships with
reporters who are likely to cover
your event. Remember that often
reporters are assigned to stories
only a day or a few hours in
advance, so be prepared to meet
some new reporters at your event.
2) Try to get some advance coverage
for your event. Talk to reporters
you know and ask them if their
outlet might consider doing a story
before the actual event. Think of
good angles that might interest
readers, listeners or viewers. Is
there a good human interest story?
Someone interesting who has
volunteered at your event for the
past 25 years? Feature stories are
a good bet for advance media,
because the event itself is not
"news" until it actually happens.
You might also get some advance
publicity if there are public service
reasons to have the event announced
by the media beforehand (for
example, if the streets in a part of
town are going to be closed for
your street fair).
It is never too early to start talking
about your event to reporters. Get
them thinking about what a great
story it is going to be. Remember,
they spend their days talking to other
people—pretty soon the word will
be all around town.
3) Craft your media advisory (see
above for details, and appendix for
an example). Your media advisory
should go to all local calendar
editors one month in advance of
your event. Call to follow up and make attendance and giving other important
sure they received it. Some will ask
you to resend it when you are closer
to the day of the event—make a note the event. As always, call to follow up
and resend when appropriate.
Don’t forget to send to the local bureaus
of the wire services (like AP, UPI and
Reuters)—they will put it in their list of
daily events, where any reporter or editor
can access it.
Remember that many television and radio
stations will not assign a reporter until
the day before the event. Again, call to
follow up and verify that the appropriate
people have received the advisory. Be
prepared to resend.
4) Craft your press release (see above
for details and Appendix for an example).
It should include quotes by prominent
local leaders, deliver the core message of
your event, talk up the event and say
what it means for the community and the
bigger picture. Intersperse the quotes
with factual paragraphs estimating the
contextual information about the event.
Send the release out several days before
and be prepared to resend.

Send your advisory out to all local

media outlets at least one month in
advance of the event, and then again
one week before the event. The
advisory should go to reporters you
have relationships with, reporters who
usually cover the environment or
events, and to a general assignment
editor at each media outlet (you don’t
need the specific name of the editor;
it will change frequently).
33
5) The day before the event and the
morning of the event (if possible)
call your local media outlets to see
if they are planning on covering
the event. Have your advisory and
release handy to resend. Don’t be
surprised if you end up talking with
a general assignment editor you’ve
never spoken with before. Make
your pitch quickly, find out if they
are planning on covering the event,
and move on to your next call.
At this point all you are doing is
final verification of your press
attendance—all your legwork
previous to this call is what will get
you the coverage you deserve.
Have your spokespeople prepared to
talk to the media so that reporters can
get their interviews as efficiently as
possible.
It is important to have a diverse group
of spokespeople available and willing to
talk to the press—local elected officials,
business people, environmental
activists, teachers, parents, youth,
grandparents.They each have a unique
view of why your event or issue is
important to the community.
Both the press coverage and your
relationships with reporters will be
enhanced by such preparedness.

6) Have a media area at the event. 7) Follow up with reporters. Make

Make sure it is clearly identified sure that they got all the information
with signs, and that your advisory, and interviews they need. Your
release and follow up have all been professionalism and attention to their
explicit about where the media area needs will be greatly appreciated.
will be. It is best to hold it right at
the entrance to the event. Have
press kits with information about
the event ready for reporters. Make
sure you collect a business card
from all reporters or have them sign
in so you can follow up with them
later and make sure that they have
all the information they need. It
can also be very helpful to have
articulate, informed volunteers
ready to help reporters find exactly
the information or spokespeople
they are looking for.
34
Additional Communications
Opportunities
EDITORIAL BOARDS
Most newspapers have a board of
writers that decide what positions the
paper will take on a multitude of
different issues. Editorial boards
decide which local—and national—
political candidates to endorse and
whether or not to condemn the local
coal-fired power plant for polluting the
community. They might write editorials
about Earth Day or the environment.
PUBLIC SERVICE
ANNOUNCEMENTS (PSAs)
The public service announcement
(PSA) can be a great way to get your
message out. Since PSAs are
considered a service to the community
and not an advertisement, many radio
and television stations will run them
free of charge.
PSAs provide clear, concise answers
to the who, what, when, where, why
and how of your event. There are
generally four different lengths:
• 10 seconds (25 words)
• 20 seconds (50 words)
• 30 seconds (75 words)
• 60 seconds (150 words)
35
If you provide all four versions, the
station can decide which one(s) to use.
Good PSAs will mention the name,
theme and/or telephone number of your
group or event twice, so listeners will be
more likely to remember the information.
If you are planning to try to place
PSAs with your local media, remember
that you should get the announcement to
a station’s Public Affairs Director at least
two weeks—and preferably up to eight
weeks—in advance. Whether or not you
want to develop an extensive PSA
strategy, keep your local media in mind-
stations are often happy to include your
event information on their "listener
hotlines.”
If you are interested in pursuing a
PSA strategy with your local media, see
appendix for samples of event-related
PSAs.
LETTERS TO THE EDITOR
Letters to the editor are a public forum
that calls attention to your organization
both before and after your event.
Contact your local newspaper(s) to find
out length restrictions, and where to
send letters.
All letters to the editor must be signed
and include an address and daytime
telephone number. Encourage
volunteers and community leaders to
write letters that touch on Earth Day, the
environment, your community’s
environmental challenges, and/or other
themes.

EVENTS CALENDARS

Many media outlets provide a calendar of

events that are likely to be of interest to
their readers. When you contact your
local calendar editor to find out when
they prefer to receive information about
your event, direct them to the calendar
feature of the Earth Day Network Web
site (www.earthday.net) as an easy way
to access local Earth Day information. If
your local area does not have a lot of
events listed, consider compiling the
events yourself as a service to the
calendar editors.

Be sure to enter the information into

the Earth Day Network’s Global Event
Registry so people in your area can find
you when they check our website for
events!

36
Congratulations! As an Earth Day Organizer, you are working along with
millions of people around the world to ensure that we pass on a livable world
to our children and to future generations.

We are committing ourselves to a fundamental shift in the way we consider

our relations to the environment and to each other. We are choosing to act
rather than react; invite rather than direct; and collaborate rather than
compete.

By participating in Earth Day, we enrich each other while working together

to heal our Earth.

Earth Day Network is the non-

non-profit organization that grew
out of the original Earth Day in 1970. Earth Day Network
supports and coordinates thousands of Earth Day events
worldwide each year. Earth Day, April 22, is the largest
secular holiday in the world, celebrated by more than a
billion people.

37