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Digital Outreach Playbook

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This playbook shares lessons the publisher has learned while working with vulnerable populations as they access digital services, with the aim of improving access and awareness to those services.
This playbook is for nonprofits, community-based organizations, and governments who serve people who are eligible for government safety-net and criminal justice services, people with low incomes, and people in contact with the justice system.
It includes guidance in the form of principles and best practices for digital outreach to vulnerable populations.

About this resource




United States

Date Published





PDF publication

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3 reviews for "Digital Outreach Playbook"

  1. mpscipo says:

    I think the graphic design used in this toolkit makes it very simple and easy to use. I like the main themes that are highlighted because I think it makes it easier to follow. The graphs in the toolkit are also very easy to comprehend. The case studies are followed by excellent “lessoned learned” which in combination with the components mentioned above makes this toolkit an excellent training tool. I like the standard PDF format of this toolkit that reads like a report versus having the information on a webpage. Additionally, it could be easily printed out and used without a computer as a training tool unlike the majority of the toolkits.

  2. The Digital Outreach Playbook is a great tool to help your public, semi-public or private organization to reach your vulnerable communities online. I used it to prepare ourselves to reach out to a very low-income, for a big part illiterate, community and the Playbook proved of great value for us.

    The things that really proved of value were firstly the principles and best practices the Playbook provides. Insights such as “start talking with the people who already reach them” might sound a bit obvious, but are a great nudge for your team to start looking in the right places for tips and tricks. Secondly, their overview of the possible marketing channels and guide how to test these channels with only a small budget proved of great value to us as well. This allowed us to gain a great low-cost overview of the possible ways we could reach our community.

    A thing from the Tool that might pose some issues here and there, but that is hard for the creators to change it as it concerns their target group, is that the Tool and its recommendations are very U.S-centred. As said, this makes sense of course for the creators to do, but a tip from someone who used to the toolkit for a really non-US community: make sure to constantly hold the tips and tricks the Tool provide against your own community to see if the underlying cultural assumptions apply. If you’re able to do this and cherry-pick the things that work for you, this is a great toolkit to help you reach your vulnerable communities online.

  3. This toolkit has been specifically designed to provide digital services fit to involve the most vulnerable parts of the population.
    Digitalization is often considered good because it increases the efficiency of the service that is offered to the client. However, such advantage is traditionally associated with the cost of leaving apart the most fragile parts of the population, such as the elder of the lower income bands.
    This toolkit aims at challenging that vision, showing how to involve everyone through digitalization. The most fundamental teaching of this toolkit is about the importance of understanding the needs of the users. This is why tools such as Google Analytics and Adwords are depicted as fundamental by the toolkit, which also provides guidelines about how to effectively use these and many other analytical tools.
    To facilitate the understanding of digital outreach, the toolkit uses two case studies led by the agency. Their presence is significantly useful for getting inspired on how to use the services mentioned in the first part, focused more at introducing various strategies to involve all parts of the population by digital means.
    Designed in a practical PDF format, the toolkit is dense of information and graphs demonstrating the efficiency of the strategies it indicates. The quality of the content is thus very good, although this comes at the cost of synthesis.
    The Digital Outreach Playbook will be a crucial help for all those who desire to launch a new initiative and want to make sure its target population will be aware of it. However, it could also be more than useful for anyone desiring to increase its customer’s base via digital means.

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