A fundraising press release can be a powerful, and possibly free marketing tool that can gain your group or organization big exposure.

The purpose of a fundraising press release is to alert appropriate media that a fundraising event is upcoming. Often, local newspapers and TV stations will include the information on a community services page. This is a key way to let your community know that a fundraising campaign is ongoing, and how they can support your organization.

In addition to advertisement, press releases are meant to intrigue the local media and gain coverage of your event. This helps your community learn about your group, its function and needs, and is especially helpful if the event is continuing or a second fundraiser will be held of which the writer can make mention.

The problem with press releases is that media do not always have space or time available to cover every fundraising event that is submitted to them. You can improve your chances for coverage by writing a good press release for your fundraiser.

Writing A Fundraising Press Release

Many editors will tell you that in order to gain a full-article write-up, you have to leave them a little something to learn. Your fundraising press release needs to give the essential specifics, but it should be short and sweet, and leave questions for a reporter to ask. Without the need for questions, there is not much reason for a reporter to attend the event or call to ask more, and a bigger opportunity will be lost.

Before writing, it is worth calling the editorial department of the target media to find out if they have guidelines for press releases. Generally though, there is a fairly standard format for press releases, and if you follow it, your chances of having it published and gaining fundraiser coverage will greatly improve:

• Print the release on company or organization letterhead
• Include contact information at the top of the page; organization name, address, phone number, and email
• Center the words PRESS RELEASE, in bold caps, at the top of the page
• Below, include the name and contact number for the press release contact person
• Include a release date, or the words IMMEDIATE RELEASE in capital letters above the title of the release
• Write a title in bold caps
• Write the body of the press release; remember, short and to the point, and leave some interest factor, but include the essentials (who, what, when, where, why); begin the body with the city/town and date of the event; your headline and first paragraph should clarify your news; create a ‘call to action’ within the release to let supporters know their action is needed, and appeal to their sense of responsibility
• Write a second paragraph elaborating briefly on the first, and add a human interest factor for supporters and media personnel to grab their interest
• Be sure to write the press release in a professional and objective tone. Edit and proofread it until it is absolutely to the point and error free.
• End the release by paragraph three; summarize the release, and include organization contact information here. Signal the end of the release with three ‘pound’ signs (###) centered below the last line
• Timing; especially larger publications plan months ahead. Be sure to contact your target publications at least 6 months ahead of time to learn about deadlines for submitting your information

If your group has wide appeal and a website that allows you to collect donations, you should consider having your press release distributed through an online service like PRWeb or PR.com. The general rules for writing a press release are the same, but there are important details that need to be considered and differ among the different online press release services. Tip: Start reading press releases from other organization. You’ll quickly learn what will or will not work for your own group.

Advantages of online press releases are that you can include links to different pages on your group’s website and your release will be visible across the web, according to what kind of distribution plan you choose.

The disadvantage is that for a professional online service you’ll have to pay a fee. Tip: Sign up for the newsletter, or create a free account right away with one or two of the online services. You might get a discount offer just in time for your next press release.

Press releases are invaluable fundraising marketing tools. A well written press release creates great potential for outreach. Ensuring that one volunteer each year becomes skilled at writing press releases will gain lasting exposure for your fundraising group.

For more information on getting the most out of your press release, visit Increase Your Fundraising Campaign’s Media Coverage.

For more fundraiser marketing tips, browse through our “Marketing Your Fundraiser” category.

* * * * *

To easily receive updates on new articles, fundraising ideas and more subscribe to FundraisingIP.com today.