Fire department toolkit
Once you have created your Wish List registry, use this toolkit to help you build support in your community. It features tips, tools and resources for conducting outreach and includes actual documents you can customize to distribute to businesses, schools and the general community. In the toolkit, you will find information on the outreach process for three general audiences:
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Contacting the media
Local newspapers, radio stations and TV stations are important channels for educating the community and requesting support. The following step-by-step process outlines how to conduct outreach or “pitch” the media:
STEP 1 – Identify key media by looking at local media websites and finding email addresses for target reporters/editors.
Examples of local media/targets:
- Daily newspapers: editors or reporters who cover city/community issues
- Radio: morning show hosts, news directors
- TV: news assignment editors, producers, reporters, anchors
STEP 2 – Customize news release (docx, 1 MB).
STEP 3 – Customize pitch (docx, 1 MB) to tell reporters about program and encourage them to cover it.
STEP 4 – Send pitch and news release to reporters.
STEP 5 – Follow up with phone calls to gauge their interest.
STEP 6 – If they are interested and say they will cover it, get details on when it will air/run, or ask if you can help add to the story by connecting them with the public information office or chief for an interview.
STEP 7 – If an interview is requested, use key messages (coming soon) and question/answer document (docx, 1 MB) to prepare. Find the best spokesperson to conduct interview, coordinate scheduling and confirm with media once spokesperson/time/date/venue has been identified.
STEP 8 – Secure copy of story if possible.
Another option is to place a commentary from your local fire chief. This is an opinion piece designed to share a point of view and build support. It is not guaranteed that this article will run, but the following steps will help secure interest and the possibility of publishing the commentary in your local paper.
STEP 1 – Identify target at local newspaper (typically the editor) and find out the word limit for the piece.
STEP 2 – Send commentary (docx, 1 MB) pitch to target.
STEP 3 – Conduct phone follow-up. If interested, customize the pre-written commentary for your community.
STEP 4 – Send to target at newspaper.
STEP 5 – Secure copy of commentary if possible.
Contacting local businesses
Engaging the business community will be essential to gaining support and donations for your registry. Not only will business leaders and owners be more likely to have the funds to support, but they’ll also help generate awareness for the cause by telling their customers and other community members about the program. The following outlines a step-by-step process for reaching out to local businesses and business organizations in your community to enlist their support:
STEP 1 – Identify key business leaders and organizations in your community.
Example: Chamber of Commerce President, owners of local grocery store, hardware stores, etc.
STEP 2 – Customize e-mail (docx, 1 MB) to request their support.
STEP 3 – Follow up with phone call to gauge their interest and offer to give a presentation (pptx, 3 MB) about program to their group, give flyers (docx, 1 MB), verbiage for a newsletter (docx, 1 MB), etc.
STEP 4 – If they pledge their support, write personal thank you letter (docx, 1 MB).
STEP 5 – If you have not issued a news release to the media yet, consider including business supporters in the release (upon their permission).
Spreading the word in the community
There are many ways to spread the word about Sparky’s Wish List in the community. While a good first step would be to conduct outreach to the media, you can also directly reach out to schools, community organizations and use social media to help raise awareness. The following ideas are just a few examples of community outreach followed by step-by-step processes for each:
Contact schools/community organizations
STEP 1 – Identify school administrators, school group leaders and community organization leaders.
Example: Superintendents, PTO/PTA leaders, leaders of Knights of Columbus, Rotary Club, Optimist Club, churches, VFW.
STEP 2 – Customize e-mail (docx, 1 MB) to request their support.
STEP 3 – Follow up with phone call to gauge their interest and offer to give a presentation (pptx, 3 MB) about program to their group, flyers (docx, 1 MB), verbiage for a newsletter (docx, 1 MB), etc.
STEP 4 – If they promise their support, write personal thank you letter.
Use social media
STEP 1 – Customize sample social media posts (docx, 1 MB) for Twitter/Facebook and post on department Facebook page.
STEP 2 – Encourage other firefighters to post messages (docx, 1 MB) on their personal pages by using sample posts.
Invite the community to a fire department event
STEP 1 - Hold an event in your community. Here are a few possible options (docx, 1 MB).
Banners for your website
Advertise your department’s need for fire prevention materials online! Download and post banner ads to your department’s site and other community sites. Make sure you link the ad to your Wish List so it’s easy for people to donate. All images are in JPG format. For customized sizes please e-mail your requests to Sadie Ide.
In this video, Sparky the Fire Dog® and Lieutenant Robert Hendrigan from the Brockton (MA) Fire Department discuss ways the department has been letting people know about his department's Wish List.