Non-profits: Raise Funds without Buying Ads or Mailings

When the nonprofit organization is not out to change the world, they are appealing to supporters and the community for donations. Fundraising is a constant challenge for non-profit organization and it’s not because people do not want to give money – it’s because people do not always know that there is a need.

Fundraising efforts including direct mail, advertising, and marketing campaigns. Each is expensive and there is no way to guarantee return on investment. Is not it nice to be able to gain exposure and bring in donations without having to dip into the coffers? You can – they’re called “editorial placement,” or as we say in media relations as “free advertising.”

Newspapers and magazines live and die by their content. If people do not want to read what they print, they are in trouble. Able to offer print publications (or even a broadcast network) with a story that will entertain, educate, or inspire readers is a challenge, but well worth it if it is printed.

Which of the following placement of newspaper do you think will garner more public response: an advertisement placed in the “Weekender” or “volunteer opportunities” section that describes your organization and ask for donations, or a touching story about how the features of the organization make a difference in society? The story features will almost certainly send people to the organization’s Web site from the ad, and it is funny is that the story features no fees for secure organization.

Why do people respond more strongly with the features of the ads? Since appearing in the media provide instant legitimacy. People tend to trust the organization or the people they see in newspapers or on TV. If you run a non-profit animal shelter that is displayed in adopting a pet-a-weekend evening news segment, it is likely people will think you first when looking to adopt a pet as opposed to if you just place an ad in the Sunday paper every week.

So how do you get “free advertising?” By reaching out to the media every chance you get. Smaller organizations that utilize community support can offer features personal stories on a certain ambitious volunteers. The media loves a good “feel good” story: how the volunteers have made a difference, how the organization’s service recipients are developing now, and so on. How did your organization start? Does anyone sell their business to build a women’s shelter? Are local mother care for homeless animals at the ranch? Here are some ideas to help inspire you to develop the story for your organization or cause.

Everyone has a story.
Discover the stories behind the people in your organization and make the media aware of it. By “story,” I mean a story, a simple conversation – the kind you might tell a friend. Pitching stories to the media does not mean you have to write and offer as a whole. When you pitch a story, you just let the media who contact you know about it. They will decide whether it is suitable and pursue further.

To get an idea of ​​the kinds of stories and local networks such as paper, spent several weeks in the tuning or scanning the page. It will be clear about what they are looking for.

Pay close attention to journalists and reporters who write on topics related to yours. These are the people you would like to contact with your story.

Local outlets like local stories, and this may represent some opportunities for media coverage. For example, if you focus on one story of life in cities other than where your organization is based, you can pitch a story for both locales.

Let the world know what happened.
Hosting or sponsoring an event may get more attention from the announcement of two lines on the calendar. What is the story about your event? If you are launching a clothing drive for professional clothing to help women get jobs, highlight a success story, like a woman in touch with organizations that address the difficulties and landed a big job that changed his life. If you are hosting an event that is fun for the casual dog-day children to benefit local animal shelter, find a pet owner who plans to enter her adopted shelter dog.

Even your fundraising event can be promoted through editorial placement. You do not have to have a high profile MC or caulking to make the news. If this is an annual event, how do you expect to surpass last year’s donations? How are funds used? If they build a library or add a wing to the senior center, what’s the story behind it?

Announce It
Organizations in large cities facing direct competition for donations and media coverage. To help increase your chances of media attention, do everything you can to stay in the news (or at least in the minds of the writers of the news in your area). Are there any changes or hire new staff (positive)? Announce it. If you have added service to your organization, to announce it. In sales and marketing, consumers need to hear about a product seven times before he will buy, on average. The same goes for donations to non-profits. The more often people see your organization in print or heard about it on the radio or on television, the more likely they will consider donating. Keep in mind that the next time you have news to share!

Media relations is about building relationships and have an idea of ​​what the public wants. It’s not as complicated as it may seem, after all, you the public. What do you want to read? What will be interesting for you? Talk to your colleagues and friends and find out their opinions. Identifying the media people in your area that includes the kind of thing that you and your organization are doing and start building a relationship. Before you know it, you might have them call you for a story.

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