How to run a FUNDRAISING CAMPAIGN Part 7

How to Create a Press Release for Your Fundraiser

A press release is an important component of your fundraising event. Your media kit will alert the media that something fun that is going to happen in the near future- an event that they will hopefully find newsworthy enough to report on. If you are fundraising for a known cause, you may be able to access free advertising brochures and media kits from them. If not, it is easy to create your own with today's modern technology.

Your press release is what you send to the newspaper after the event to describe what happened, how much was raised and who the sponsors were. It should be as professional as possible. If you can access a free downloadable press release, personalize it with the relevant details and print it out on the letterhead of your own organization.

Up the top of your press release, print in large uppercase letters "FOR IMMEDIATE RELEASE" followed by your name and contact number. Write about all the details in a conversational manner, just as you would read something written in the newspaper. Try and include any funny incidents that happened, because many newspapers like to serve up a dash of humor to their readers. And if they don't like it, the editor will undoubtedly delete it.

Send it off to the paper and after a few days phone to ask if they received it, if they are going run it and when. Be sure to get a few copies and clip out the news of your fundraiser. Display it in an appropriate place for all to see and send some clippings to your sponsors, especially if their names are mentioned.

If you've asked the media to be present at your event, it may be that they have written their own article about the event. This is fine, but make sure they have the relevant material such as sponsors and the amount made to go in it. See to it that they get to interview your sponsors or VIPs and make sure there are plenty of opportunities for them to photograph important aspects of your fundraising event.

If they are not present, make sure you get some good snapshots, or designate someone else to be the official photographer, then you'll be able to include these in the press release. Find out before time, what sort of photographs the newspaper prefers. Some take high resolution JPGs while others prefer 35mm.

How to Enlist Help with Your Fundraiser from Current Supporters

Your current supporters are the mainstay of your organization. You've gone to a great deal of time and trouble to get them on side and they have supported you well over the years. How can they be asked to give even more? While they may be unwilling or unable to give more money, they may be more than willing to give something else - their knowledge and their endorsement.

They will have many contacts in their business world of others like themselves who may be willing to give to your cause in a similar manner. To find and contact these companies and organizations would be time-consuming on your part, but the help of your supporters will make it much easier. They say it's not what you know, but who you know that gives success, so if you can drop a name that your know and that the head of the new company knows, then they will take time out of their busy schedule to listen to you.

To cold-call on someone you don't know in the hopes of a large donation is not something everyone fancies, neither is it likely to be successful. In fact you may not even get to see someone without the necessary referral. But if you have a letter of referral from a friend of theirs, you are much better off. And if you can confidently offer it to them knowing that it contains a glowing testimonial to your cause's efficiency and professionalism then you are almost assured of a good donation.

It may be that the new people will not only offer a one-time gift, but they may be happy to make annual donations, particularly if they know their friend is doing the same. Then, when you get to know them really well, you can expand the ripples in the pond of referrals and ask them for other names, along with references or a letter of commendation.

It is most necessary to interact with these people in a way that will make you and your cause a known and familiar face. While you must be professional, you must also be friendly and have a positive attitude. In fact, treat them the same as you treated your current supporter when they were new to you. Never assume they know all about you through their friend or business associate. They must be furnished with all the facts and data of your fundraising organization, so they can see you know what you are doing.

How to Generate Gifts or Donations for Your Fundraiser from Sponsors

To generate donations or gifts from sponsors, you will firstly need to make them aware that you exist - or that your cause exists. This won't be hard if you are fundraising for a national cause that everyone knows about. They may even have advertising hints or kits for you to use.

Otherwise, start off by sending an email to the person or company outlining your goals and your need for support. Make it sound like they will be investing in a worthy cause that could benefit them or someone they know, in the future - as indeed, many good causes do. For instance, there is hardly a family that has not been touched somewhere by cancer. Most people have children who go to schools so if you are fundraising for education or schools, it's easy to make your appeal relevant.

Follow up your preliminary email with a snail mail letter and in it, refer to your email. Send even more information about your goals and if possible include pictures. If yours is a charitable organization, mention that fact. Many companies like to know they can write off their donations on their tax. Make your fundraising efforts sound as professional. Use properly designed brochures or leaflets.

After a week or so, follow up with a phone call - keep it brief, as most people are very busy, and they'll appreciate it if you don't waste too much time. You could either ask for a donation or ask for a brief interview to discuss it. Make sure they know that it will benefit them in some way.

If your event is somewhere with facilities for displays, you could have special sponsorship cards designed for the manager or person to sign and then have them displayed. This both advertises the company and gives it a good reputation for sponsoring the event. Most companies like this sort of publicity.

You could provide clear plastic frames to hold the name and company logo of your sponsor. This idea is suited more to an indoor function than something like a walkathon. For a walkathon you could have armbands, participants' numbers or even banners printed with the company name. The latter could hang from certain points along the route. The tape across the finish line could have their name on it also. Thee are many ways in which to make your sponsors feel special and a part of the fun.

More to Come in Part 7...