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As a service to the Adult Basic Education community of Minnesota, the advertising and marketing firm Colle + McVoy has worked with Minnesota Literacy Council to do extensive research on who might be interested in tutoring adult literacy learners and what messages would work best to reach this group.
Included in this section are the recruitment materials created by Colle + McVoy for targeting potential tutors and compelling these people to act on their ambitions to get involved.
Most of the items in this kit target potential ESL tutors. Research indicates that what most motivates people to volunteer as ESL tutors is: Desire to make a difference in society; Curiosity about people from other cultures; Desire to meet new people; Diversion from daily stress.
Conversely, the research also shows the primary barriers to becoming an ESL tutor are: Lack of time; Lack of knowledge or awareness of the opportunity; Misunderstanding about the necessary skills required.
This kit contains the promotional tools you’ll need to address the motivations and barriers felt by potential volunteer ESL and literacy tutors.
Contents:
• Instructions for use of the media materials.
• Customizable advertisements and customizable flier designs
• 30-second, announcer-read radio advertisement (or “spot”)
• 1 news release template
Note: All templates are created in MS Word.
Also Available:
MLC also has printed recruitment materials available to associate programs from of charge. Simply call email us at volunteer@theMLC.org and we can send you the materials you need!
• Bookmarks
• large postcards
• small postcards
• table tents
• camera-ready print advertisements (or “slick”) | 
