If you want your crowdfunding cause to earn media coverage, a strong press release is key to your efforts. When you write for a journalist you are not writing for the general public. Reporters receive many requests and face deadlines, so make your fundraiser press release brief. Articulate why your cause merits attentions from local media outlets.
Check out How to Write a Crowdfunding Press Release for instructions on how to get started. With these tips, you can learn how to make your news release more likely to catch the attention of a reporter.
Five Effective Fundraiser Press Release Tips
1. Be honest in talking about your hardship
Your hardship or challenge is incredibly personal, and it can be difficult to talk about something so close to your heart. Being honest about your story is necessary. This way the reporter can both understand and verify the accuracy of your story, and so they can see that your story matters to their audience. Be thorough in describing the history of your hardship and how it has brought you to your current situation.
2. Focus on news value
What is newsworthy about your situation? Mention any specifics that make your cause relevant to current or unusual news topics. Examples include:
- Rare health conditions
- Well-known conditions that people have heard about but do not fully understand
- Your situation’s connection to a news event, such as a fire, a disaster, a shooting or an accident
- Unusual timing or circumstances (such as something that took place on your honeymoon, on a major holiday, just before you were scheduled to graduate, etc.)
- Unique activities and offline fundraising events that bring in a crowd
3. Talk about the importance of your fundraising campaign
Be very clear about how the funds will be used. Explain what a difference the fundraising campaign will make in your life, to your family, or in your community. If your experience can help others learn how to raise money online, highlight the lessons you can share. Include the URL link to your campaign as well as your personalized hashtag to make it easy for reporters and their audiences to find details and make online donations.
4. Talk about your ties to the community
Make a list of the ways through which people in your area know you or know groups in which you participate. It’s good to show that you are active in the community. Are you or your family involved in community organizations? Your list might include schools, civic groups, sports, charities, and so on. Check that you refer to organizations’ full names accurately, so that a reporter can recognize or reach them quickly.
5. Be positive
In addition to being honest about your need for help, identify positives that you can emphasize. For example, how can you describe your attitude or outlook? How are you and your family coping daily and dealing with your life challenge? Reporters look for news to feature in which people who are facing challenges are working hard to overcome obstacles. Perhaps you are an unsung hero, an underdog who inspires the community, or a courageous example of someone who never gives up.
Ensure Your Fundraiser Press Release Meets News Criteria
Journalists expect to receive information that follows a specific structure, which they can evaluate at a glance to see if it meets their initial news criteria. Leave no room for questions. You want the reporter to have all the information they need to write about your story. For details about basic elements to include in your release, use these links to see step-by-step guides and samples:
- CareCure Forum thread featuring a sample release written from a personal story
- About.com article about the essentials of a fundraising news release
- WikiHow article about how to write a press release (with examples for your reference)
Don’t forget about using social media to promote your fundraiser to gain more reach. Consider creating a powerful video for your fundraiser that has the potential to go viral. To learn more ways to raise awareness for a cause, check out our guide to storytelling for your crowdfunding cause, fundraising tips page, and fundraising ideas page.