Non-profit organizations often have limited budgets and resources for marketing and advertising. However, media coverage can be a powerful tool for increasing visibility, attracting new supporters, and raising awareness for your cause. In this guide, we will explore the different types of media and how non-profits can utilize them to get coverage.
Earned media refers to any publicity that your organization receives through word-of-mouth, customer reviews, social media mentions, press coverage, etc. This type of media can be particularly effective for non-profits, as it can establish credibility and trust with your audience. To generate earned media, focus on creating valuable content that addresses your audience’s needs and interests. Share your successes, stories of impact, and testimonials from supporters. Encourage your supporters to share your content and engage with your organization on social media.
Owned media refers to the channels that your organization has control over, such as your website, blog, email list, and social media accounts. For non-profits, owned media can be an excellent way to share your message, engage with supporters, and build your community. To make the most of owned media, focus on creating compelling content that resonates with your audience. Share your mission, vision, and values, and provide opportunities for supporters to get involved with your organization.
Paid media refers to any advertising that you pay for, such as online advertisements, sponsored posts, and search engine marketing. While paid media can be expensive, it can also be an effective way to reach new audiences and drive conversions. For non-profits, consider targeting ads to individuals who have previously engaged with your organization or who have demonstrated an interest in your cause.
When it comes to writing a press release, keep your audience in mind and provide valuable content that addresses their needs and interests. Make your headline honest but catchy, and be sure to answer the essential questions of who, what, where, why, when, and how. Including quotes can add credibility and personality to the release, and visuals like photos and infographics can make the content more engaging and shareable.
A successful media strategy for non-profits often includes a combination of earned, owned, and paid media, tailored to the specific needs and goals of the organization. By utilizing each type effectively, non-profits can increase their visibility, reach their target audience, and ultimately drive support and impact for their cause.
