5 Things Non-profits Should Share with the Media

Non-profit organizations looking to generate buzz around the great work their organization is doing should include public relations efforts into their annual marketing strategy. Spreading news about the organization, its mission and its milestones is a proven way to build non-profit awareness and possibly increase donations or volunteer numbers.


Sharing information with the media can be time-consuming, and relying on professionals who have experience dealing with the media can yield the best results. Whether hiring an outside firm or individual to manage PR or taking it on in-house, these are five things that can be shared with the media throughout the year.


1. Annual growth statistics.

If your organization has grown year-over-year, that may be of interest to the media. The more dramatic the growth, the more interesting the media will find it.


2. Notable new hire announcements.

Many local media outlets will publish new hire press releases or brief announcements. Here in Indianapolis, Inside Indiana Business’ Big Wigs and New Gigs newsletter¬†is a good example of this. Senior-level hires, like Vice Presidents or C-suite folks, might be of interest to media outlets outside of the local media.


3. Events. 

Hosting a fundraiser or other event? Especially if it is open to the public, it may be covered in the media. Let writers and reporters know the details of the event – like the where and when – but also tell them why it is unique and what kind of difference it will make to your organization.


4. New initiatives/partnerships.

If your non-profit organization is going to start a new program or initiative that serves a new community, let the media know! Also, notable partnerships, like with local or national celebrities, may be newsworthy. Hosting events that feature celebrity partners is a proven way to increase your chances of coverage.


5. Mission success metrics.

If your organization has grown in size or substantially increased donations, it might make sense to share that with the media even if it isn’t an annual growth statistic. For example, The Salvation Army chapters usually tell the media how much money its nationally-known Red Kettle Campaign makes locally each year. You can see an example of that coverage here.


It can be tricky to secure ongoing media coverage throughout the year, but sharing information that is both relevant and timely increases your chances of landing media coverage that can make a noticeable difference to your organization.

What other news items are you sharing with the media? Let us know in the comments section.