The Client:
A nonprofit organization dedicated to supporting veterans, focused on housing, resources, and transitional support.
The Goal:
The nonprofit was launching a fundraising campaign to support the development of a new location that would expand their ability to house and serve veterans in need. With limited marketing budget and minimal prior media coverage, they needed a high-impact visibility boost to get the word out to the local community.
The Approach:
Knowing that local news would be the most direct path to community attention, I created:
- A targeted press release highlighting the immediate human impact of the nonprofit’s work and tying the story directly to the local veteran community.
- Conducted personalized outreach to key contacts at local TV stations, ensuring the story landed with producers who regularly covered community and human-interest stories.
To make the pitch irresistible, I emphasized:
- The timeliness of the fundraising campaign.
- The personal stories of veterans the nonprofit had already served.
The Results:
- The nonprofit secured on-location TV coverage, where the station sent a reporter and camera crew directly to their facility to capture the story firsthand.
- The TV segment significantly boosted community awareness and gave the nonprofit a valuable media asset they could continue using in future outreach.
Key Insight:
- You don’t need a massive budget to secure meaningful media coverage – you just need a story that matters to the audience and a pitch that makes it easy for journalists to say yes.
The Takeaway:
- Local press isn’t just about visibility – it’s about credibility. For nonprofits, especially those with limited resources, a single TV segment can amplify awareness, spark donations, and create a lasting credibility asset.
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