Public Relations for Nonprofits: What to Pitch
Public relations is essential for nonprofits. Your mission relies on getting the word out there so people know you have a program they can benefit from, volunteer for, or donate to.
The only problem is figuring out how to pitch the media.
If you have a publicist on staff or on retainer, they’ll work their magic and suddenly you’ll see your mission in the media.
But if you don’t, it’s up to you to make that important connection.
Should you write up a press release? Call the local news? And what should you tell them?
The good news is that it is not hard. Don’t overthink it.
A pitch is just an email you send to any publication letting them know what is going on with your organization. It doesn’t have to be complex or crazy. You don’t need a formal press release. And you don’t even need to spend a lot of time writing your pitch.
Keeping it conversational and to the point is key.
But what exactly should you include in your pitch to the media?
1. Tell the media what your nonprofit does and who it serves
Let’s say you have an event coming up and you want to invite the media. Sending an invitation is a great way to land a media placement, but it’s not the only information you need to send.
It’s crucial that you show the media why they should care. What is your impact? Who or what can benefit? What is the problem? And why is your organization the one to tackle this issue?
Remember that not everyone is an expert in the needs that you serve, so make sure it’s abundantly clear.
You can talk about the services you offer, but put more emphasis on the significance of your work. I find that numbers, especially something like the number of people impacted, are a great way to concisely explain your significance.
2. Make sure you tell the media that you’re local
Local media wants to cover people in the local community doing big things. If you’re based in the city that you are trying to get media in, mention it!
And if your organization is not based in the same city you are trying to get media in, mention that you help the local community.
I always recommend mentioning that you’re local as early as the subject line. Seriously, it’s an attention grabber!
3. Bullet point additional information
The goal of the pitch is to convey information in the least number of words possible.
Nobody likes to read a wall of text, but sometimes you have a lot to say. If you find yourself with too much information, break it down into three to five brief bullet points.
When a busy reporter reads your email, their eye will be drawn to the bullet points. Just make sure they’re truly bulleted information, not bulleted sentences.
For example, if you are pitching an upcoming event, you can bullet the invite info or the topics of the event. Or if you’re pitching an expert from your organization, bullet the issues they are prepared to comment on.
Bullet points are so effective, I rarely send a pitch without them.
If you’re having trouble cutting out information, remember that this is only the pitch. It’s not the story. It’s more important to keep it short when you first reach out, reach out to a lot of publications, and then let them ask you for more information.
Keep these three things in mind when you pitch your nonprofit to the media and you’ll feel like a public relations pro in no time.