PR and Fundraising

Creating PR is a natural process for the fundraiser. Although it is unlikely that pure PR will create income, working together with fundraising PR is important and effective tool of telling the story to potential and current donors. It is important to distinguish between what is a fundraising role and what needs individual PR attention.

This fact sheet looks at how a fundraiser goes about creating PR.

Create a simple strategy that lists the aims and objectives of your PR in practical terms (e.g. if you find that you want national press and continual coverage it is likely this is not a fundraising function and that the organisation needs a employ a Press Agency/officer)..

Find out where you want to tell you story and list the names and addresses of those who you need to cultivate.

Organisations: newspapers (local/national); local correspondence, radio, television.

Make a list of 'interesting' people within your organisation who could talk on the services of the Charity, or have backgrounds that may be interesting to the media. (Ask them if you can use their details). Include any celebrities, local VIPs etc.

Make a list of stories that you have coming up.

Create one contact at the organisation who will be the press contact.

Create a General Press Pack (see General Press Pack fact sheet).

Create a template press release (see Press Release fact Sheet).

DEALING WITH YOUR CONTACTS

Being reliable and making contacts with the media is vital. The more reliable you are the more likely opportunities are going to be given to fundraising and the organisation.

Here are some tips:-

Keep your contact within the media up to date and always follow up any press.

Always ensure your information is accurate and truthful.

Ensure all your contacts have a press pack with the background information on the Charity.

Understand what is actually NEWS i.e. it is relevant to now.

Ensure that you offer contacts equal chances so that you do not offend.

Create a media list and invite them to events. Make them feel important.

Having a photographer who is freelance and works for the local media will also help you get your photos in the local press. Understand that you are likely to have to pay for this.

Ensure that your contacts receive your newsletters and materials.

Other fact sheets in Organizational planning
Fact sheet index

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