Strategies for Getting Your Nonprofit Featured on the News

While your nonprofit may already be successful with over 1.4 million website visits and more than 4000 members, it's not uncommon for small organizations to lack the kind of recognition that can help further their narrative. By strategically engaging the media, you can significantly enhance your nonprofit's profile. This article provides actionable steps and insights on how to get your nonprofit featured in the news.

Engaging the Media Strategically

Welcome to the world of nonprofit public relations, where a proactive approach is often necessary. Hundreds of writers, radio hosts, and journalists across the country and internationally are always on the lookout for fresh material. Launching a story idea can elevate their profiles, leading to a symbiotic relationship. Consider approaching a few key writers or outlets. Additionally, engaging local businesses can sponsor your nonprofit's activities, providing more opportunities for public exposure.

Proactive Outreach to the Press

Instead of waiting for the media to notice your nonprofit, taking a more proactive approach can yield better results. Start by inviting journalists to your events or sharing details about recent activities that are likely to be of interest to local readers. For instance, if your organization recently received an award, don't assume the local newspaper will recognize its significance. Provide detailed explanations of why others should care.

Timing is also crucial. Contacting local news outlets on a busy news day can sometimes have your messages overlooked. Therefore, it's essential to be persistent and prepared to try again if the first approach doesn't yield results.

Focus on Quality Work, Not Just Press

While getting onto the news can be beneficial, focusing on the quality of your nonprofit's work is more important. Efforts to gain media coverage should not overshadow the core mission of delivering meaningful services to your community. The approach should be about enhancing and building upon the existing good work, making it more visible and impactful.

Strategic Public Relations and Media Engagement

To be successful in getting your nonprofit noticed, consider reading books like Guerilla PR, which can offer valuable insights into the mindset and strategies used in modern PR. Publicity is often cheaper and more effective than traditional advertising, as it aligns with what people are naturally looking for.

To narrow your outreach, start by contacting your local news outlets, including newspapers, radio, and television stations. Don't overlook the public service ads that radio and TV stations are legally required to run. Additionally, consider calling the Charity Navigator, a key resource for evaluating charitable organizations. Being listed on this site can attract donors and can be a starting point in gaining credibility among potential supporters.

Final Thoughts

Remember, getting your nonprofit featured in the news is a journey that requires patience, persistence, and strategic planning. By building a strong relationship with the media and focusing on quality work, you can significantly enhance your organization's impact and visibility.