Many nonprofits wonder why the media doesn’t seem interested in their events or initiatives. At the same time, journalists often see nonprofits taking the wrong approach to pitching stories.
The truth is: securing media coverage should be a high priority for nonprofits. A feature in a local paper, a podcast interview, or even a mention on a community website can significantly increase visibility, build credibility, and inspire new supporters. Media coverage also improves search visibility and strengthens your reputation with donors.
So how can your nonprofit attract more press attention? Here are three strategies you can start applying right away.
1. Tell Compelling Stories About Your Nonprofit’s Impact
Reporters and editors aren’t waiting for another generic event announcement—but they are always looking for a good story.
Go beyond the basics of “who, what, when, where, and why” by sharing the human side of your mission. Highlight the lives impacted, the challenges overcome, or the unique role your nonprofit plays in the community. Facts provide context, but it’s the emotion in your story that motivates media outlets to cover it.
2. Build Long-Term Relationships with Journalists
Media relationships work the same as donor relationships: they grow over time. If you only reach out when you need coverage, you’re less likely to get a response.
- Introduce yourself before you have a pitch.
- Offer your perspective as a local expert in your field.
- Connect with reporters on platforms like LinkedIn or Twitter/X.
When journalists see you as a trusted source, they’re more likely to pay attention to your press releases and include your voice in their stories.
3. Target the Right Media Outlets and Contacts
Not every reporter will be interested in your story, and sending mass emails to “dear editor” rarely works. Instead:
- Research which journalists or podcasters cover nonprofits, community impact, or your specific cause.
- Personalize your outreach to show you’ve done your homework.
- Keep a list of media contacts, just as you would with donors.
Maintaining an up-to-date database of media and community contacts makes your outreach more effective. This ensures pitches go to the right people and strengthens relationships over time.
Keep Every Important Relationship Organized
Successful media outreach, like successful fundraising, depends on knowing your contacts, maintaining relationships, and following up consistently. Eleo gives nonprofits one place to organize donor and constituent information, communications, tasks, and relationship history, helping small and midsize teams stay on top of important connections.
With better-organized contact information and outreach activity, your team can spend less time searching through spreadsheets and more time building relationships with donors, community partners, and other important supporters of your mission.
Ready to organize your relationships and strengthen your nonprofit’s outreach? Schedule a Demo with Eleo.
