How to Get Publicity for Your Charity

Getting publicity for a charity is all the more important in tough economic times, when public and private grants dry up and regular donors have less to give. Working with local and national media outlets is critical to earning some attention, and you can also host a unique event to inspire media coverage and additional donors.

Instructions

Work with the Media

1. Create a list of media contacts to which you will send announcements, including newspapers, free community publications, news channels, public access channels and radio stations. You can send press releases to news outlets, but public service announcements can go to all the media listed.

2. Send out press releases and public service announcements whenever you have an event coming up or news to share. If an expected contribution has fallen through that could potentially close the charity, send out a press release stating the predicament and what will happen if enough donations are not found.

3. Designate one person in your organization to handle media calls. Ideally, this media liaison will have some public relations or media experience. Have your liaison become acquainted with reporters who would cover the charity. (See Reference 1.)

4. Offer press passes to media outlets for local events. If possible, set up a photo opportunity for journalists at least one week before an event so the news station or paper will have an image to run with a story.

Host a Unique Event

1. Pick a creative concept for a charity event that makes it stand out. The event can be entertainment driven, a special contest, or a new spin on an old favorite. A few examples are: having a popular local band open for a more famous act, holding a pumpkin carving competition or using the newest technology in an otherwise traditional dinner and auction. (See Reference 2.) You can also pick a record to break, such as the world's largest ice cream sundae. (See Reference 3.)

2. Request that the largest media organization in your market sponsor an upcoming event. The organization will often provide free publicity if it is listed as a sponsor. Send a formal letter requesting the sponsorship, including details of the event. (See Reference 1.)

3. Send out a public service announcement to your entire media list and have your media liaison follow up with any reporters she thinks would be especially interested in the story.

4. Involve as many local and national businesses as possible through different levels of sponsorship or providing booth space at an event, if appropriate. You can also have businesses make donations for a silent auction.

References

• Manila Bulletin Publishing Corporation; How to get more publicity for a Charity Function; March 2011
• Volunteer Spot; How to Get Publicity for Your Benefit Auction: Use Auction Games and Raffles!; Sherry Truhla; March 2011
• "Times-Standard": CASA of Humboldt Puts on its First Carnival; Luis F. Molina; July 2011