POWER OF PVA
80th Anniversary Chapter Toolkit
FILES TO DOWNLOAD
Download template documents and brand assets at: PVA.org/ChapterResources
TEMPLATE DOCUMENTS
• PSA director pitch letters
• Sample PSA social media posts
• Media advisory
• Press release
• Sample anniversary social media posts
BRAND ASSETS
• PVA National anniversary logo (three colors)
• PVA Chapter anniversary logo (three colors)
• PVA Chapter anniversary print ads
• PVA Chapter anniversary digital ads
• PVA social media graphics
• Historic images
PVA HISTORY
Eighty years ago, our founding members came home from World War II with spinal cord injuries and found they couldn’t fully access the country they had just defended. They couldn’t comfortably live in their homes. They couldn’t access public transportation. They found barriers to independence everywhere: from workplaces and sidewalks to stores and restaurants.
Refusing to be limited or defined by their injuries, these veterans banded together to form Paralyzed Veterans of America to improve accessibility for themselves, their fellow paralyzed veterans, and ALL people with disabilities.
PVA embodies that same heart of service today. While our mission still centers around accessibility, we have greatly expanded our efforts, reach, scope of programming, and influence.
INTRODUCTION
On March 2, 2026, PVA will officially kick off our 80th year. To mark the occasion, PVA will launch Power of PVA—our 80th anniversary public awareness campaign highlighting our longstanding impact.
The campaign will span six months and spotlight five key areas: PVA’s Power of… Partnership, Community, Advocacy, Opportunity, and Care. The campaign will also feature two public service announcements: Power of PVA, and Hard Work, which will showcase our adaptive sports programming and other critical PVA touchpoints.
Chapters, members, and staff are encouraged to raise awareness about this campaign in hopes of generating a united front and longstanding buzz about PVA’s rich history.
This Chapter toolkit was developed to help you amplify this message. Reaching out to supporters, pitching to local media, and sharing milestones on your social media channels will help drive brand awareness of PVA, as well as secure donations that enable us to continue delivering life-changing programs and services for the next 80 years.
*NOTE: As the year progresses, this toolkit will be updated to reflect changes in campaign messaging and planning, along with additional resources. The toolkit is designed exclusively for PVA Chapters and is available at PVA.org/ChapterResources.
ANNIVERSARY GOALS
1. Build PVA brand awareness
2. Highlight PVA impact
3. Spotlight PVA’s programmatic efforts
4. Position PVA as a national leader in the disability space
TIMELINE AND INTEGRATED CAMPAIGNS
PVA has created a high-level marketing and communications calendar to help guide our messaging for the remainder of FY26 and the beginning of FY27. Our Marketing & Communications team will continue to provide Chapter Toolkits and materials for larger initiatives. Current resources can be found at PVA.org/ChapterResources.
Over the next six months, this campaign will shine through our annual events and new opportunities. Each month will highlight a different area of PVA’s important work (i.e. Power of....) — from launching major partnerships and leading sessions at South by Southwest® to celebrating the 45th National Veterans Wheelchair Games and opening the new VA SCI/D Center in San Diego.
While the Power of PVA campaign continues through December, in September we’ll transition into our more forward-leaning One of One campaign, shifting the focus from PVA’s history to its future efforts.
FY2026
BRAND GUIDANCE
COMMEMORATIVE NATIONAL AND CHAPTER LOGOS
The 80th anniversary logo was created to commemorate and uplift PVA’s rich history. It follows the same look and feel of PVA’s 75th anniversary logo, introduced in 2021. We encourage you to utilize both the commemorative logo and the standard PVA logo to sustain the integrity of the brand and our copyright process.
We strongly encourage using this logo ONLY online and on digital products between March 1 and December 31, 2026.
* Disclaimer: You do not need to reproduce tangible items (pop-ups, tents, building signs, flags, shirts, etc.) with the anniversary logo.
Download logos at: PVA.org/ChapterResources
CHAPTER LOGOS
NATIONAL LOGO
BASIC LOGO RULES
• Visit PVA.org/ChapterResources for your Chapter-specific logo and other MarCom materials.
• Each Chapter will have three logos: a full-color logo, a navy blue logo, and a white logo (known as a reverse logo) for your varying marketing and communications needs.
• Maintain a clear space around the logo on all sides of at least the height of an upper case “P” as depicted on the right diagram. The logo should not be touching any other graphic elements or text.
• For letterhead, the logo should be flush left on the page.
• For a press release or media alert, the logo should be flush right on the page.
Check the new PVA Style Sheet for more details and direction: PVA.org/ChapterResources
LOGO COLORS
On white or light gray backgrounds, please use the four-color logo. On navy blue, red, and dark gray backgrounds, please use the white logo. The navy blue logo may be used on white or light gray backgrounds.
Full-color logo showing required clear space
White logo
Navy blue logo
TALKING POINTS
To ensure that everyone is speaking with a consistent voice, we have updated key messages and talking points. We ask that you provide all members of your Chapter and staff with these materials to help answer any questions they may receive from friends, family members, and others outside of PVA.
POWER OF PVA CAMPAIGN
• The Power of Paralyzed Veterans of America is infinite. No other nonprofit organization matches PVA’s depth of expertise or influence.
» It surrounds our members and their families, as well as the disability community at large— following and supporting them in every aspect of their lives.
» It isn’t simply influence though—it’s IMPACT.
• The Power of PVA can be felt everywhere.
» It touches the lives of 1.3 billion people living with disabilities around the globe.
» It can be seen in every corner of the nation.
» It can even be experienced throughout every community.
• Since 1946, PVA has been member-led and member-run. That lived experience is the compass that guides everything we do.
» It’s why PVA shows up at the bedside and on Capitol Hill,
» Why we fight to fill VA staffing shortages and rewrite unjust policies,
» Why we advocate for accessible homes and meaningful careers,
» And why we won’t stop until EVERY person living with a disability has access to equitable treatment.
• PVA is a relentless ally, transforming challenges into change and driving REAL action.
• As we mark PVA’s 80th anniversary, we honor that impact by highlighting and celebrating PVA’s Power of… Care, Opportunity, Advocacy, Community, and Partnership.
• Everyone from our members and their families to our partners and staff have fueled the Power of PVA. We invite YOU to be a part of that power.
• Visit PVA.org today to learn more, get involved, and make a difference today! #PowerOfPVA
GENERAL
• Paralyzed Veterans of America is the only nonprofit solely dedicated to supporting veterans with spinal cord injuries and diseases, like MS and ALS, as well as ALL people with disabilities.
• For 80 years, PVA has been a lifeline for our nation’s heroes — fighting for the healthcare they need, the benefits they earned, the meaningful careers they want, and the accessible homes, vehicles, and communities they deserve.
• PVA has more than 70 offices and 33 Chapters across all 50 states, the District of Columbia, and Puerto Rico.
• PVA is committed to quality health care. We examine, monitor, and audit the quality of health care and related programs at all VA Spinal Cord Injury and Disorder centers and health facilities, and advocate for vital improvements.
• PVA connects veterans with our National Service Officers, who specialize in VA benefits claims and appeals for PVA members and any veteran, family member, or caregiver – not just individuals with spinal cord injury or disease.
• PVA provides career assistance and vocational counseling to transitioning service members, paralyzed veterans, military spouses, and caregivers across the country.
• PVA’s advocacy and legislation efforts focus on policy priorities that affect our members, as well as efforts to improve the lives of all individuals with disabilities.
• As the only VSO with on-staff architects, PVA provides free design assistance to veterans, businesses, and other architects to help ensure that public and private projects, facilities, and sports complexes are ADA compliant.
• PVA supports veterans around the country through adaptive sports, recreation, and wellness activities, including the National Veterans Wheelchair Games, virtual yoga classes, cycling, bass fishing, outdoor recreation, and wheelchair rugby.
Your Chapter has also achieved great things. Prepare a few talking points of what has been accomplished in your area to use with the media, volunteers, donors and on social media.
MARKETING MATERIALS
HARD WORK PSA
For 80 years, Paralyzed Veterans of America has done the Hard Work most people never see to help veterans with spinal cord injuries, and diseases like ALS and MS, as well as all people with disabilities. Through lifechanging programs and services, PVA empowers people to build the strength, mobility, and confidence they need to live full lives.
Our new PSA, Hard Work, follows veterans/PVA members Justin, Amy, Rick, Nathan, and Jesse as they turn the skills gained from adaptive sports into everyday independence. PVA’s adaptive sports programs aren’t just about fitness — they’re a powerful tool for building flexibility, motor control, mental health, and community connections that matter. What looks like training is actually transformation, helping people with disabilities achieve milestones like preparing meals, working, caring for family, and more.
Supporting Assets:
PSA director pitch letter template and sample social media post available for download at PVA.org/ChapterResources
PSA files available on PVA’s YouTube Channel in the following formats:
English :60-second :30-second :15-second
Spanish :60-second :30-second :15-second
POWER OF PVA PSA
For 80 years, Paralyzed Veterans of America has been a relentless ally for veterans with spinal cord injuries and diseases, like MS and ALS, and all people with disabilities. By combining lived experience with unmatched expertise, PVA delivers life-changing programs and services that transform challenges into change. That is the Power of PVA.
Today, 1.3 billion people worldwide live with a disability. PVA meets that reality with action, supporting them at every stage of life, both in their homes and throughout their communities. Our latest PSA, Power of PVA, showcases how PVA’s impact is infinite and can be seen everywhere.
Supporting Assets:
PSA director pitch letter template and sample social media post available for download at PVA.org/ChapterResources
***PSA files available on PVA’s YouTube Channel on March 2, 2026, in the same formats (i.e. :60, :30; and :15 second spots).
ANNIVERSARY NEWS TEMPLATES
PSA media advisory and press release templates available for download at PVA.org/ChapterResources
ADVERTISING TEMPLATES
PRINT ADS: FULL, HALF, AND QUARTER PAGE
HISTORICAL PHOTOS
Included in this toolkit are historic photos that illustrate PVA’s roots. Feel free to use them in your posts and marketing materials. Download historical photos
HOW YOUR CHAPTER CAN HELP
Your Chapter can help amplify PVA’s 80th anniversary by using ready-made materials in this toolkit. Hosting an event, engaging local media, and sharing content on social media are simple ways to raise awareness among veterans and supporters in your community.
PROMOTIONAL IDEAS (NON-EVENT)
• Use social media to amplify the celebration. If your Chapter is not hosting an event, you can still participate by sharing anniversary content on your social channels. This toolkit includes pre-written posts and graphics that have been sized for Facebook, Instagram, and X (formerly Twitter). Using these assets keeps all Chapters on brand while making participation easy.
• Encourage your Chapter members to like, share, and retweet social media posts. Their engagement broadens reach and increases awareness throughout their community.
• Request free or discounted local advertising as a local nonprofit and share with your members. Local newspapers and websites often have unsold advertising space and may run nonprofit ads at no cost. Print and digital ads are included in this toolkit and can be shared with local outlets.
PROMOTIONAL EVENT IDEAS
Hosting an event is a terrific way to raise awareness about your Chapter by giving the media a strong local hook. Events are more compelling when there is visible activity and community participation. As you plan your year, consider ways to engage the public while highlighting PVA’s 80 years of impact. Ideas include:
• Host an “80 Years of Impact” Community Open House. Invite the public to learn about PVA’s history and local impact through brief remarks, member stories, and interactive displays, like an accessibility demonstration or adaptive equipment display.
• Plan an 80th Anniversary Day of Service. Volunteers can complete 80 acts of service in your community, ranging from assembling care kits and writing cards to other veterans to hosting a food drive for a local shelter and partnering with local schools to support education.
• Organize an 80th Anniversary Raffle. Local businesses can donate prizes, and tickets can be sold in increments of eight. Host the draw at a dine-out night where every meal costs $8 and a portion of the sales supports your Chapter.
MEDIA RELATIONS
Depending on the news cycle, the media may be more responsive than expected. Before you do any outreach, be sure you are ready to move quickly if they show interest. Review the guidance below, get organized, and create a communications plan.
WORKING WITH REPORTERS
• Select and train a spokesperson on key PVA and Chapter talking points.
• Use a media alert to announce your event, including what, when, where, and interview opportunities. Even if reporters can’t attend, it may spark coverage. Afterward, send a press release summarizing what happened and why it matters. Media alert and press release templates are available.
PITCHING TIPS
Media rooms are often busy workplaces. Before you reach out to a news station or reporter with a media alert or press release, be prepared.
• Be confident about your message. Reporters want strong community stories, and your story matters because it is about providing support and resources to local veterans living with SCI/D and all people with disabilities.
• Send your media pitch via email and tailor it to the reporter (i.e., their name and outlet). Be sure the reporter covers the beat (or issue) in which you are interested. If your first email goes unnoticed, follow up with a phone call. Keep your email subject line and email copy short but detailed and send it early in the morning or mid-day at least a week or two before your event.
• Call local reporters and/or producers early in the morning or midday. Avoid calling during a live broadcast or late night.
• Know each outlet’s style and be familiar with recent stories. If they often do live location segments, offer that in your pitch if possible. Same thing goes for a reporter’s recent story. Compliment the reporter on a recent or past story to show you are following this reporter and did your homework prior to reaching out.
HOW TO FIND A MEDIA CONTACT
• If you have existing relationships, start there.
• Look for “Contact Us” or “Story Idea” links, typically found in the newsroom section of a website or by scrolling to the bottom of the homepage.
• The assignment editor is usually the best contact, as they often review potential stories and assign them. If they aren’t available, try the news director. This is true for both television and radio.
• If you cannot find direct contact information, use the newsroom or News Desk address—they are monitored and could generate a connection.
• After sending a media alert, wait a day or two, then follow up. It’s normal for stations to ask you to resend information.
INTERVIEW TIPS
Customize your key messages with local examples. Reporters want to understand both the national and community impact of PVA.
• Practice with your spokesperson through mock phone or on-camera interviews. Record them and watch the clip together to look for areas of improvement.
• Choose solid colors for TV and avoid sunglasses or transition lenses during outdoor interviews.
• Attend the interview if you coordinated it and be ready to briefly introduce yourself, how you’re involved with PVA, and what it means to you to help raise awareness about the impact of PVA’s work over the last 80 years.
• Bring printed key messages ready for the reporter as a leave behind to ensure accuracy in the final story.
• Listen carefully to the interview so that you can help correct any accidental misstatements.
MEDIA FOLLOW-UP
After your story airs or publishes, send a thank-you email or handwritten note. This small gesture strengthens relationships and helps your Chapter stay top of mind for future coverage.
SOCIAL MEDIA
TIPS AND BEST PRACTICES
• Keep things brief. Short posts with direct language, and engaging call outs are more likely to get people to like, comment, and share.
• Tag people and organizations involved in your post – and use relevant hashtags (without going overboard). Not only does this boost the audience size of your post, but it’s also more likely to be directly uplifted by community members in your space.
• Whenever possible, include a graphic, photo, or video. Visuals grab people’s attention and help tell a story. It is okay to post the same image more than once but try to refresh the message it accompanies.
SOCIAL MEDIA GRAPHICS
See sample social media copy and graphics available for download at PVA.org/ChapterResources.