By Nancy Schwartz on Getting Attention
Leveraging a news item or holiday by connecting your org to its theme is a tried-and-true nonprofit media relations strategy that succeeds at little cost. (See PETA case study).
But there’s more than media coverage to be gained in connecting your organization’s issues with a major news event or holiday. Doing so links your org to what’s already in your supporters’ minds — like this year’s 40th anniversary of Earth Day — so works well to motivate them to give or sign a petition.
Here are just a few of the many strong models of nonprofit marketing campaigns around Earth Day 2010 (via my colleagues active on the Progressive Exchange list serv. Please join us.):
- The Media & Policy Center’s “Growing Greener Schools” will air on PBS throughout Earth Day week (check local listings). It’s supported by a terrific new network of green school activists and initiatives, and the community building is reinforced by an e-newsletter.
- The Green for Life video series was launched by the United Methodist Church and an action alert of Six Things You Can Do this Earth Day shared by United Methodist Women.
- The Nature Conservancy is organizing action around itsEarth Day To-Do List and needs just 110 more signatures via Facebook to reach its goal for its “Be Part of the Solution” petition. Sign it now.
More great Earth Day-related nonprofit fundraising and marketing campaigns here.
Learn more by reviewing these examples of organizations connecting with a news event for nonprofit communications success, and one of a for-profit doing so and treading on youropportunity:
- PETA’s Media Relations Win: Groundhog Day as Animal Rights Platform–Home Run in Nonprofit Communications
- Sierra Club Earth Day Email Success — Upped My Awareness & Engagement in a Second
- Macy’s Celebrates Earth Day: How to Get Heard When Your Org’s Issue is Mainstreamed.
Please share your organization’s strategies for leveraging news events to boost your nonprofit communications in the comments box below at bottom or via email. Thanks much!
P. S. Get more in-depth articles, case studies and tools for nonprofit marketing success — all featured in the twice-monthly Getting Attention e-update. Subscribe today.
Nancy E. Schwartz helps nonprofits succeed through effective marketing and communications. Nancy and her team provide marketing planning and implementation services to nonprofit organizations and foundations nationwide.
She is the publisher of the Getting Attention e-update and blog. Subscribe here to learn how to improve your nonprofit marketing impact: http://www.nancyschwartz.com/getting_attention.html.