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National Public Radio. American Red Cross. The New York Public Library. Green Peace. Whatever the organization, nonprofits have a duty to serve the public interest, and have long faced challenges when it comes to fundraising. Big or small, most nonprofits are on tight budgets—so how do they reach the influencers who can inspire communities to take action? Cision’s 2015 Nonprofit PR Kit gives PR and marketing professionals tools they can use to build awareness—including pitching tips, profiles of connected influencers in the nonprofit sector, and outside-the-box ideas for amplifying your message on a budget. Get your campaign in front of the people who can make a difference, without pounding the pavement.
NONPROFITPR Kit
April 2015
©2015 Cision | 866-639-5087 Learn more about influencers who cover your industry at CISION.COM
Photo via the Austin American-Statesman
Andrea Ball is an investigative news reporter for the Austin American-Statesman covering social issues, poverty, non-profits and social services. She focuses on social issues, including homelessness and poverty, as well as charities, regional non-profits and mental health, including information on new psychiatric drugs and treatments. She has worked for the paper since 1999, and has also covered civil and federal courts.
TIP
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“Pitches must have a Central Texas connection. I don’t want to hear about an author or documentary-maker from New York.”
“Please have some familiarity with the magazine, its coverage and its audience before pitching.”
ANDREA BALLInvestigative News Reporter, Austin American-Statesman
Clolery is the vice president and editorial director for the NPT Publishing Group, and also serves as the editor-in-chief for NonProfit Times covering non-profit businesses, philanthropy, fundraising and volunteerism. He joined the NPT Publishing Group in December 1994, and was previously the senior editor for The Practical Accountant. Prior to that, Clolery spent more than a decade in the daily newspaper business in Texas and New Jersey. He has been honored a dozen times for reporting excellence, including awards from Associated Press Managing Editors and the Society of Professional Journalists. The Society of Professional Journalists has twice awarded him first place for column and opinion writing.
PAUL CLOLERYEditorial Director, The NonProfit Times
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PaulClolery
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1.6KFollowers
andreeball
APRIL 2015 NONPROFIT | PR Kit
©2015 Cision | 866-639-5087
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Tracey Drury is a reporter for Buffalo Business First and covers nonprofits, healthcare and insurance. She’s interested in local hospitals that acquire major medical equipment that will impact the people it serves. Drury has been a reporter for the publication since 1994. She is a recipient of multiple journalistic recognitions, and is the 2014 first place winner for coverage of health, healthcare and science, awarded by the New York Press Association.
TIP“Be prepared to set-up an interview with an executive for live quotes. I will not use press release quotes…If you pitch a national trend, I need a Buffalo-area interviewee. Out-of-town experts are okay, as long as they can discuss a local issue.”
TRACEY DRURYReporter, Buffalo Business First
Nicole Millman-Falk is the managing editor of InView and the Group Circle magazines and covers associations and nonprofit management. She is not interested in new product releases or service announcements. The publication runs feature articles that focus on how association/nonprofits executives can do their jobs better. Materials can focus on specific areas of management like government relations, communications, marketing, meetings and conventions management, use of technology and general management of volunteers and staff. Book reviews are also considered.
NICOLE MILLMAN-FALKManaging Editor, InView
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APRIL 2015 NONPROFIT | PR Kit
Learn more about influencers who cover your industry at CISION.COM
©2015 Cision | 866-639-5087 Learn more about influencers who cover your industry at CISION.COM
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Beth Kanter is the editorial force behind ‘Beth’s Blog: How Connected Nonprofits Leverage Networks and Data for Social Change,’ one of the longest-running and most popular blogs for nonprofits. She has over 30 years of experience in the nonprofit sector, specializing in technology, training, capacity building, evaluation, fundraising and marketing. Additionally, she serves as an in-demand global trainer and has helped thousands of nonprofits develop integrated social media, network building and relationship marketing practices. Beth is the co-author of two books, The Networked Nonprofit (J Wiley, 2010) and Measuring The Networked Nonprofit (2012).
BETH KANTERBlogger, Beth’s Blog
With over 30 years in the nonprofit sector, it’s no stretch to call Joanne Fritz an industry expert. In addition to dispensing advice to her social media and About.com audiences, she has also held
senior management positions at two national nonprofits (director of development for the Girl Scout Council of Greater St. Louis and associate director of programs at Elderhostel’s Southwest Regional Office) and two universities (director of university relations at both St. Louis University
and the University of Iowa), and has served on numerous nonprofit boards.
JOANNE FRITZNonprofit Expert, About.com
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APRIL 2015 NONPROFIT | PR Kit
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Pamela Grow authors a self-titled blog aimed at helping small nonprofits maximize their fundraising results. She is the founder of Simple Development Systems, and has also written a book of the same name, which furthers her mission of empowering small nonprofits through smart, affordable, donor-first fundraising. Pamela shares her development expertise with her sizable social following, and also provides insight into grant-writing, engagement and marketing.
PAMELA GROWBlogger
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©2015 Cision | 866-639-5087 Learn more about influencers who cover your industry at CISION.COM
Content has become essential in creating buzz. For a nonprofit, increasing brand awareness and expanding the reach of a specific message can be the difference in donations, programming and administered services. But creating and curating content takes time and personnel, so how does a budget-conscious organization succeed with limited resources?
Nonprofits come in all shapes, sizes and mission statements, and most have communities of supporters and advocates willing to further the organization’s work. Use donor information and social media monitoring tools to build rapport and relationships with your most ardent ambassadors. Ask if they’d like to share their personal experiences with your service or cause by writing a blog post, creating a video or agreeing to an interview. You don’t need to recruit an A-list celebrity to get noticed. It’s more important to find someone who is influential within their community and passionate about what you do. Pick those people who can reach your target audience, and give your nonprofit the push it needs by utilizing their social networks.
Those events, workshops and galas mentioned above? They usually provide a wealth of content. Anytime your nonprofit hosts a keynote speaker, unveils an organizational change, announces a milestone, or throws a public or online event, it’s smart to deploy someone who can record or write about your news. The best part is, you might find that you’re able to repurpose this content again and again, by going beyond the scope of typical events coverage. Think outside the box and you can turn speeches into lists or tips, break down presentation highlights into how-to articles, or even edit video coverage into smaller, more digestible sound bites.
As a nonprofit, you may have testimonials readily available from the people who attend your events, workshops and galas, or from people who may be receiving services or support from your organization. Keep track of the positive things being said about your nonprofit. Incorporate these testimonials into your content. You can illustrate quotes with free image software (such as Canva) and share across your social channels or use testimonials to inspire presentations, collateral and press releases. Testimonials make content creation easier, and add a compelling human element to your story.
3 WAYS NONPROFITS CAN SOURCE CONTENT ON A BUDGET
APRIL 2015 NONPROFIT | PR Kit
1. Ask an
influencer.
2. Use your
testimonials.
3. Cover your
events.
©2015 Cision | 866-639-5087 Learn more about influencers who cover your industry at CISION.COM
APRIL 2015 NONPROFIT | PR Kit
NONPROFIT EDITORIAL CALENDARS/OPPORTUNITIES
YEARLONG MAY JUNE
CRAIN’S CLEVELAND BUSINESS CONTACT: SCOTT SUTTELL
[email protected]: Sources for becoming more actively involved in the region’s
n onprofit community for Giving Guide supplement.Deadline: News: 10/12/2015, Features: 10/12/2015,
Advertising: 10/12/2015
ACCOUNTING TODAY CONTACT: DANIEL HOOD
[email protected]: Info on nonprofit accounting software for June 2015 issue.
Deadline: News: 5/2/2015, Features: 5/2/2015, Advertising: 5/2/2015
THE NONPROFIT TIMES CONTACT: PAUL CLOLERY
[email protected]: Info on nonprofit retail for June 2015 issue.
Deadline: News: 5/2/2015, Features: 5/2/2015, Advertising: 5/2/2015
JULY AUGUST SEPTEMBER
DAYTON BUSINESS JOURNAL CONTACT: CALEB STEPHENS
[email protected]: List: nonprofit executive compensation for August 2015 issue. Deadline: News: 8/7/2015, Features: 7/10/2015, Advertising: 8/12/2015
ATLANTA BUSINESS CHRONICLE CONTACT: JESSICA SAUNDERS
[email protected]: List: Nonprofit organizations for September 2015 issue.
Deadline: News: 9/4/2015, Features: 9/4/2015, Advertising: 9/11/2015
RISK MANAGEMENT CONTACT: MEGAN O’ROURKE
[email protected]: Info on nonprofit risk management for September 2015 issue.
Deadline: Features: 7/3/2015, Advertising: 7/21/2015
OCTOBER NOVEMBER DECEMBER
PRWEEK CONTACT: GIDEON FIDELZEID
[email protected]: Non-profits and fundraisers—
challenges and opportunities in the sector for October 2015 issue.
Deadline: News: 9/24/2015, Features: 8/20/2015, Advertising: 9/21/2015
THE CHRONICLE OF PHILANTHROPY CONTACT: HEATHER JOSLYN
[email protected]: Info on managing nonprofits for November 2015 issue.
Deadline: News: 10/18/2015, Features: 10/18/2015, Advertising: 10/18/2015
425 MAGAZINECONTACT: LISA PATTERSON
[email protected]: Nonprofits worth knowing about for November 2015 issue.