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Call to Action: specific, compelling, doable

  Be clear about what you want people to do.    By Tom Peterson Al Gore’s 2006 documentary An Inconvenient Truth gives an inside look at a presentation the former vice president made more than a thousand times. After two hours of information alerting the audience to the crisis of climate change, Gore ends with […]

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Asset Mapping, a powerful tool for improving communities

            By Tom Peterson On a Friday morning in August, some three dozen people gather in a large meeting room at the Forsyth County health department in Winston-Salem, North Carolina. Down the halls are public clinics and offices for the staff who inspect restaurants, track diseases, or otherwise keep the […]

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Mind Mapping for people changing the world

        Mind Mapping, Part 2 To read Part 1 “Mind Maps: who, what when to use them” click HERE. By Tom Peterson Visually outlining through mind maps opens up creativity and helps you see structures and connections in fresh ways. It’s great for tasks like understanding complex issues or starting new enterprises. […]

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Target audience: Focus your communications efforts

      By Tom Peterson  Who is your target audience? Each student in my class—marketing for nonprofits and social change at the Clinton School of Public Service—creates a marketing plan for a real organization. They work on it all semester. As the weeks progress we go over their work, and almost every year, no […]

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