How to Create a Press Release for Your Fundraiser
A press release is an important component of your
fundraising event. Your media kit will alert the media that
something fun that is going to happen in the near future-
an event that they will hopefully find newsworthy enough to
report on. If you are fundraising for a known cause, you
may be able to access free advertising brochures and media
kits from them. If not, it is easy to create your own with
today's modern technology.
Your press release is what you send to the newspaper after
the event to describe what happened, how much was raised
and who the sponsors were. It should be as professional as
possible. If you can access a free downloadable press
release, personalize it with the relevant details and print
it out on the letterhead of your own organization.
Up the top of your press release, print in large uppercase
letters "FOR IMMEDIATE RELEASE" followed by your name and
contact number. Write about all the details in a
conversational manner, just as you would read something
written in the newspaper. Try and include any funny
incidents that happened, because many newspapers like to
serve up a dash of humor to their readers. And if they
don't like it, the editor will undoubtedly delete it.
Send it off to the paper and after a few days phone to ask
if they received it, if they are going run it and when. Be
sure to get a few copies and clip out the news of your
fundraiser. Display it in an appropriate place for all to
see and send some clippings to your sponsors, especially if
their names are mentioned.
If you've asked the media to be present at your event, it
may be that they have written their own article about the
event. This is fine, but make sure they have the relevant
material such as sponsors and the amount made to go in it.
See to it that they get to interview your sponsors or VIPs
and make sure there are plenty of opportunities for them to
photograph important aspects of your fundraising event.
If they are not present, make sure you get some good
snapshots, or designate someone else to be the official
photographer, then you'll be able to include these in the
press release. Find out before time, what sort of
photographs the newspaper prefers. Some take high
resolution JPGs while others prefer 35mm.
How to Enlist Help with Your Fundraiser from Current
Supporters
Your current supporters are the mainstay of your
organization. You've gone to a great deal of time and
trouble to get them on side and they have supported you
well over the years. How can they be asked to give even
more? While they may be unwilling or unable to give more
money, they may be more than willing to give something else
- their knowledge and their endorsement.
They will have many contacts in their business world of
others like themselves who may be willing to give to your
cause in a similar manner. To find and contact these
companies and organizations would be time-consuming on your
part, but the help of your supporters will make it much
easier. They say it's not what you know, but who you know
that gives success, so if you can drop a name that your
know and that the head of the new company knows, then they
will take time out of their busy schedule to listen to you.
To cold-call on someone you don't know in the hopes of a
large donation is not something everyone fancies, neither
is it likely to be successful. In fact you may not even get
to see someone without the necessary referral. But if you
have a letter of referral from a friend of theirs, you are
much better off. And if you can confidently offer it to
them knowing that it contains a glowing testimonial to your
cause's efficiency and professionalism then you are almost
assured of a good donation.
It may be that the new people will not only offer a
one-time gift, but they may be happy to make annual
donations, particularly if they know their friend is doing
the same. Then, when you get to know them really well, you
can expand the ripples in the pond of referrals and ask
them for other names, along with references or a letter of
commendation.
It is most necessary to interact with these people in a way
that will make you and your cause a known and familiar
face. While you must be professional, you must also be
friendly and have a positive attitude. In fact, treat them
the same as you treated your current supporter when they
were new to you. Never assume they know all about you
through their friend or business associate. They must be
furnished with all the facts and data of your fundraising
organization, so they can see you know what you are doing.
How to Generate Gifts or Donations for Your Fundraiser from
Sponsors
To generate donations or gifts from sponsors, you will
firstly need to make them aware that you exist - or that
your cause exists. This won't be hard if you are
fundraising for a national cause that everyone knows about.
They may even have advertising hints or kits for you to use.
Otherwise, start off by sending an email to the person or
company outlining your goals and your need for support.
Make it sound like they will be investing in a worthy cause
that could benefit them or someone they know, in the future
- as indeed, many good causes do. For instance, there is
hardly a family that has not been touched somewhere by
cancer. Most people have children who go to schools so if
you are fundraising for education or schools, it's easy to
make your appeal relevant.
Follow up your preliminary email with a snail mail letter
and in it, refer to your email. Send even more information
about your goals and if possible include pictures. If yours
is a charitable organization, mention that fact. Many
companies like to know they can write off their donations
on their tax. Make your fundraising efforts sound as
professional. Use properly designed brochures or leaflets.
After a week or so, follow up with a phone call - keep it
brief, as most people are very busy, and they'll appreciate
it if you don't waste too much time. You could either ask
for a donation or ask for a brief interview to discuss it.
Make sure they know that it will benefit them in some way.
If your event is somewhere with facilities for displays,
you could have special sponsorship cards designed for the
manager or person to sign and then have them displayed.
This both advertises the company and gives it a good
reputation for sponsoring the event. Most companies like
this sort of publicity.
You could provide clear plastic frames to hold the name and
company logo of your sponsor. This idea is suited more to
an indoor function than something like a walkathon. For a
walkathon you could have armbands, participants' numbers or
even banners printed with the company name. The latter
could hang from certain points along the route. The tape
across the finish line could have their name on it also.
Thee are many ways in which to make your sponsors feel
special and a part of the fun.
More to Come in Part 7...
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