Using Free Publicity to Grow Your Non-Profit

Many clubs & non-profits struggle with therelease in your hands, but what now? You need
problem of how to get new members. I was ableto develop a list of fax numbers. You can do that
to help a non-profit club that had a need to raiseby going to your county library and looking in their
membership by capitalizing on free publicity.In thisreference section for the following books: Bacon's,
article, I will share three keys on how to gain notGebbies, Editor and Publisher, and Broadcast and
only new members, but also gain media/pressCable Yearbook. There you will find a wonderful
coverage for your worth-while charitable causes,list of contact information for magazines,
services, and events. This free publicity will lead tonewspapers, TV & radio shows. I recommend
more community awareness of yourthat you create a word document with just the
organization's activities and can lead to morefax numbers and get a subscription to Efax ( This
donations, volunteers, and increasedsoftware allows you to send faxes just like email,
membership.Key #1 - Media/Press'sso you can easily send dozens of faxes with a
WeaknessesThe press (i.e. newspapers andsingle mouse click once you have your distribution
magazines) and media (i.e. TV and radio) arelist created.Key #3 - Eliminating the
constantly getting requests for coverage. In orderMiddlemanNow, the person on the other side of
to improve your odds of coverage, there arethe fax is known as the "Assignment Manager". In
two time periods to keep in mind: Hot Times anda word, this person is BUSY. They are listening to
Cold Times.The first period is known as Hotnine Police Bulletin radios for stories, the phone
Times. This is when the press/media are coveringringing off the hook, the fax is printing non-stop,
a juicy story and will print or air anything evenand it's their responsibility to send a dozen news
remotely associated with the topic. For example,crews out to cover stories.More than likely, the
during the Michael Jackson case, any lawyer couldAssignment Manager will throw away the press
have called into a talk radio show and asked torelease you sent. I don't tell you this to discourage
give their two-cents on the trial. At the end ofyou, but rather inform you of the reality. Sending
the commentary the attorney could havea press release is like sending a message in a
mentioned his/her name, firm, and phone number.bottle. You don't know if it ever made it to them.
The benefit was not only attracting new clients,To further increase your odds of coverage, I
but that he/she could then put on their marketingrecommend you compile a list of publications and
materials "As featured on X show" for addedTV news stations you would like to appear on.
credibility.An example of linking a product orYou can then read, watch or listen to those to
service to a hot topic is the story of a restaurantfigure out what reporter would most likely cover
in Texas. At the time, Bill "Big Tuna" Parcells wasyour story. Reporters are like cops, they each
announced to be the upcoming coach of thehave different beats. Some specifically cover
Dallas Cowboys. The creative restaurant changedhomicide, while others just cover sports, still
the name of their entrée to "The Big Tuna".others cover community stories.Before you pick
They sent out a few press releases, made a fewup the phone, there is just one more thing to
phone calls, and got literally tens of thousands ofprepare....your pitch. Your pitch must be concise
dollars worth of free publicity.Another exampleand to the point. For example, the civil war can be
was when I noticed that a contestant on Donaldsummarized in two sentences:The North Fought
Trump's The Apprentice was fired for poorThe South. The North Won.The reason why I
presentation skills. I then sent out a press releaseshare this with you is that reporters are busy and
that read "Don't Get Fired for Poor Presentationyou need to be able to verbalize your story idea
Skills, Join Toastmasters".The second period isin under 30 seconds or less. Here is a sample
known as Cold Times. This time frame beginsconversation with a reporter:"Hi John, you don't
Thanksgiving and ends January 2nd. The reasonknow me. My name is Sam. I read your article on
why this period is called Cold Times is becauseXYZ Topic and enjoyed it so much that it's on
the press/media lose approximately 25% of theirmy refrigerator door. John, I've been looking for
resources since big business and the governmentsomeone to cover a story, and I hope I have
goes on winter vacation. That means that theyfound the right person in you." At this point, then
have more blank pages to fill betweenyou would give your two sentence pitch.Notice
advertisements. Why not use your story to fillthat I sincerely complimented the reporter. The
those pages?You may be asking yourself, whatfact that you took the time to research his
do I do or say to fill these stories? There areprevious work will endear you greatly. Should the
two books I recommend to use should you notreporter tell you that he is not interested, ask for
be able to link your story to a hot topic. Celebratea referral. Then, immediately call the referral and
Today by John Kremer and Chase's Calendar ofmention "John insisted that I call you", then, pitch
Events. These two publications show holidays youthe referral. Mentioning John's name makes you a
didn't know existed. For example, did you knowwarm-contact and they will be more open to
that July 3rd is Air Conditioning Appreciationyour pitch.The Publicity BlitzThe name of the
Day?Key #2 - Killer Press ReleaseOnce you havegame is perseverance. Although what I described
an idea for a story, it is time to type it up. It'sin this article costs little, it will take time and effort
important that the press release be in the correcton your part. Using this technique, I was able to
format. On the top right, it should read "Newshelp my Toastmaster club go from 1 guest per
Release", followed by your contact information.meeting to a high of 18 guests per meeting. That
On the top left it should say "For Immediatewas how we ultimately went from 35 members
Release". The headline is the most important partto 50 members within 90 days.In closing, it's all
of the press release. It needs to be juicy. Theabout The Buzz. The juicier you can make the
whole press release should be only 1 page andstory the better. Reporters are people just like
double-spaced. At the end of the page, put 3you and me. At the end of the day, they just
centered # signs to signify the end of thewant to do a good job and go home. You are
release.I highly recommend that you use a coverproviding them with a service by filling a need of
page that states that your organization is atheirs and in return, they will fill your need by
non-profit. The Radio Stations & Newspapersgiving your non-profit organization free
have to legally give Public Service Announcementspublicity.Sam Santiago is the author of Secrets of
(PSA). That is how I was able to get dozens ofBusiness Promotion Revealed and is a respected
free newspaper articles and free radioauthority on teaching others how to get publicity
commercials on NPR & WMTR forfor their businesses and non-profits.Download the
Toastmasters.Free examples of press releasesfirst three chapters of his e-book on today.
can be downloaded at you have your own press