Increase Visibility with Press Releases

Smart fundraising ideas from Kinetic

Increase Visibility with Press Releases

When writing press releases, be as specific as possible. Media outlets will dig through press releases to develop their own articles, so you want to include interesting details and answer any questions readers may be asking themselves about your organization and its activities.

A few pitfalls to avoid:

Don’t go there.
If an issue cannot be commented on thoroughly, do not allude to it in the press release. That will only beg the question. Include only topics your organization would like to discuss at length.

Don’t forget to give credit where credit’s due.
Be sure to reference in the press release all those who have made your progress possible. It is easy for organizations to take credit for improvements, but smart ones give away all the credit they can.

Don’t be a one-source wonder.
Include names of individuals that readers may contact for more information. Often, reporters will only call the organization and the contact issuing the press release. However, this can lead to one-source stories. You may be able to move your press release ahead of others by including quotes and information from several sources, making your news item more intriguing and comprehensive.

Break down significant events into multiple press releases issued in sequential weeks. For example, if your organization has a big change to announce, consider releasing the general information one week; information about how the change will affect the organization’s facilities the next week; and then a third press release focusing on how the change will improve the lives of those you serve. Press releases are an inefficient and inexpensive method for increasing your organization’s visibility, especially if you avoid the pitfalls.

Matt Beem, President and CEO (Kansas City) matt@kineticfundraising.com

Join Us on the Growing Philanthropy Tour

Next stops on the road to achieving Kinetic’s mission of growing philanthropy by 25 percent in the next 20 years:

Richmond, Va.
March 8, 2016
Virginia Association of Fundraising Executives
“Sustainable Fundraising”
Keynote: Karin L. Cox

St. Louis
April 18-20, 2016
National School Foundation Association
2016 National Conference
Karin L. Cox

Phoenix
April 19-21, 2016
The Salvation Army
2016 National Community Relations and Development Conference
Bud Cooper

Indianapolis
April 29, 2016
Indiana University
Lilly Family School of Philanthropy
Franztreb Fundraising Lecture Series
John List, Homer J. Livingston Professor of Economics, University of Chicago

Kansas City
May 18, 2016
Association of Fundraising Professionals Forum
Matt Beem

San Diego
May 25-27, 2016
2016 Boy Scouts of America National Annual Meeting
Matt Beem
Ross J. Pfannenstiel
Tammy J. Weinman

Charlottesville, Va.
July 28, 2016
Virginia Fund Raising Institute
“Fundraising Leadership”
Keynote: Karin L. Cox

Kansas City
August 2016
Inspired Fundraising Summit
Adrian Sargeant

New Orleans
August 24-26, 2016
Boy Scouts of America Top Hands
Matt Beem
Ross J. Pfannenstiel
Tammy J. Weinman

Resources for Smart Fundraising Available on Kindle

Keep up to date on the latest fundraising trends with the Kindle ASR Media collection:

• Fundraising Leadership – The definitive source for empowering board members to become pro-active fundraising leaders by Karin L. Cox
• Performance-Driven Fundraising – Handy, yet entertaining reference tool for new and seasoned fundraisers by Matt Beem

Book Deal of the Month

Fundraising Leadership: The Essential Guide for Nonprofit Board Members Who Want to Make a Lasting Difference (ASR Media) – an exciting new book by Karin L. Cox – is the definitive source for empowering board members to become pro-active fundraising leaders.  Click here to order Fundraising Leadership for a special price of $10 (plus shipping and handling).

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Strategies for Success explores smart ideas, connecting with thousands of fundraising professionals. We welcome your best practices contributions or comments. Send to Strategies for Success editor Karin Cox, kcox@kineticfundraising.com. If you’d like a free subscription to Strategies for Success or its monthly companion, Philanthropy Success, contact info@kineticfundraising.com.