| When non-profit organizations aren't out changing | | | | about it. They'll decide if it's a fit and pursue it |
| the world, they're appealing to supporters and the | | | | further. |
| public for donations. Fundraising is a constant | | | | To get an idea of the kinds of stories the paper |
| challenge for non-profit organizations and it's not | | | | and local networks like, spend a few weeks tuning |
| because people don't want to give the money - | | | | in or scanning the pages. It will be obvious the |
| it's because people don't always know that there's | | | | kinds of things they're looking for. |
| a need. | | | | Pay close attention to the journalists and |
| Fundraising efforts include direct mailings, | | | | reporters who write on topics related to yours. |
| advertising, and marketing campaigns. Each of | | | | These are the people you are going to want to |
| these is costly and there's no way to guarantee | | | | contact with your story. |
| return on investment. Wouldn't it be nice to be | | | | Local outlets want local stories, and this can |
| able to gain exposure and elicit donations without | | | | represent multiple opportunities for media |
| having to dip into the coffers? You can - they're | | | | coverage. For instance, if the person your story |
| called "editorial placements," or as we in media | | | | focuses on lives in a town other than where your |
| relations like to say "free advertising." | | | | organization is based, you can pitch the story to |
| Newspapers and magazines live and die by their | | | | both locales. |
| content. If people don't want to read what they're | | | | Let the world know what's happening. |
| printing, they're in trouble. Being able to offer a | | | | Hosting or sponsoring an event can garner more |
| print publication (or even a broadcast network) | | | | attention than a two-line announcement in the |
| with a story that will entertain, educate, or | | | | calendar section. What is the story surrounding |
| inspires its readers is a challenge, but well worth it | | | | your event? If you're launching a clothing drive for |
| if it's printed. | | | | professional attire to help women get jobs, |
| Which of the following newspaper placements do | | | | highlight a success story, such as a woman |
| you think will garner more public response: an ad | | | | associated with your organization who overcame |
| placed in the "weekender" or "volunteer | | | | hardships and landed a great job that changed her |
| opportunity" sections describing your organization | | | | life. If you're hosting a casual fun-day dog show |
| and asking for donations; or a touching feature | | | | for kids to benefit a local animal shelter, find a pet |
| story about how the organization is making a | | | | owner who plans to enter his or her adopted |
| difference in the community? The feature story | | | | shelter dog. |
| will almost undoubtedly send more people to an | | | | Even your fundraising events can be promoted |
| organization's Web site than an ad, and the funny | | | | through editorial placements. You don't have to |
| this is that the feature story cost the organization | | | | have a high-profile MC or a gala to make the |
| nothing to secure. | | | | news. If this is an annual event, how do you |
| Why does the public respond more strongly to a | | | | expect to surpass last year's donations? How |
| feature than an ad? Because appearing in the | | | | were the funds used? If they built a library or |
| media provides instant legitimization. People tend | | | | added a wing to a senior center, what's the story |
| to trust the organizations or people they see in | | | | behind that? |
| the paper or on TV. If you run a non-profit animal | | | | Announce Everything |
| shelter that is featured on the weekend nightly | | | | Organizations in large cities face direct competition |
| news' adopt-a-pet segment, chances are the | | | | for donations and media coverage. To help |
| public will think of you first when looking to adopt | | | | improve your chances of media attention, do |
| a pet as opposed to if you simply placed an ad in | | | | everything you can to stay in the news (or at |
| the Sunday paper every week. | | | | least in the minds of the news writers in your |
| So how do you obtain "free advertising?" By | | | | area). Is there a staffing change or new hire (a |
| reaching out to the media every chance you get. | | | | positive one)? Announce it. If you've added a |
| Smaller organizations that utilize community | | | | service to your organization, announce it. In sales |
| support can offer personal feature stories on | | | | and marketing, a consumer needs to hear about |
| certain overachieving volunteers. The media loves | | | | a product seven times before he or she will buy |
| a good "feel good" story: how one volunteer has | | | | it, on average. The same is true for donations to |
| made such a difference, how a beneficiary of the | | | | non-profits. The more often the public sees your |
| organization's services is thriving now, and so on. | | | | organization in print or hears about it on the radio |
| How did your organization start? Did someone sell | | | | or on television, the more likely they will be to |
| their business to establish a women's shelter? | | | | consider donating. Keep that in mind the next time |
| Does a local mother care for homeless animals on | | | | you've got news to share! |
| her farm? Here are some ideas to help inspire | | | | Media relations is about building relationships and |
| you to develop a story for your organization or | | | | having an idea of what the public wants. It's not |
| cause. | | | | as complicated as it may seem, after all, you are |
| Every person has a story. | | | | the public. What do you want to read? What |
| Discover the stories behind the people in your | | | | would be interesting to you? Talk to your |
| organization and make the media aware of them. | | | | co-workers and friends and find out their opinions. |
| By "story," I mean a simple, conversational story | | | | Identify the media people in your area who cover |
| - the type you might tell a friend. Pitching a story | | | | the types of things you and your organization do |
| to the media doesn't mean you have to write it | | | | and begin to build a relationship. Before you know |
| and offer it in its entirety. When you pitch a | | | | it, you may have them calling you for a story. |
| story, you simply let your media contact know | | | | |