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How To Use Local Media To Promote Your Charity Fundraising

When you're fundraising for a marathon, half marathon or another charity running event, it's natural to focus on asking friends, family and work colleagues for support. They are usually your first donors and often your biggest supporters, but they're only a small part of your local community. Local newspapers, radio stations, community magazines and neighbourhood websites are always looking for positive local stories.

When you're fundraising for a marathon, half marathon or another charity running event, it's natural to focus on asking friends, family and work colleagues for support. They are usually your first donors and often your biggest supporters, but they're only a small part of your local community. Local newspapers, radio stations, community magazines and neighbourhood websites are always looking for positive local stories. Someone taking on a running challenge to raise money for charity is exactly the kind of story many of them want to feature. A single article or interview can introduce your fundraising campaign to hundreds or even thousands of people who would never otherwise have heard about it. Better still, media coverage often gives your fundraising extra credibility. People are generally more willing to support a campaign they've seen featured by a trusted local publication than one they've only come across on social media. Remember That You're Giving Them A Story One of the biggest mistakes fundraisers make is contacting local media simply to ask for publicity. It's far more effective to think about what you're offering them instead. Journalists need interesting stories that will appeal to their readers or listeners. Someone from the local area training for a marathon while raising money for charity is often exactly the type of positive community story they are looking for. If there's an additional angle, such as running in memory of someone, overcoming a personal challenge or supporting a charity that has helped your family, your story becomes even stronger. Try to think like a journalist rather than an advertiser. The more interesting your story is, the more likely it is to be published. Contact Local Media Early Many people wait until the week before their race before trying to contact the local newspaper. By then, you've already missed weeks or even months of potential publicity. Newspapers, magazines and community websites often plan their content well in advance, while local radio stations may schedule interviews several weeks before major events. By making contact shortly after launching your fundraising page, you give them far more opportunity to include your story and allow potential supporters plenty of time to make a donation. You may even find they want to follow your progress throughout your training, leading to several opportunities for coverage rather than just one. Write A Simple Press Release You don't need to be a journalist to write a press release. In fact, most local newspapers are simply looking for clear information that they can quickly turn into an article. Your press release should explain: Who you are. Which running event you're taking part in. Which charity you're supporting. Why you've chosen that charity. Your fundraising target. A link to your fundraising page. Your contact details. A recent, good-quality photograph. Keep the information concise and easy to read. Journalists receive dozens of emails every day, so making their job easier immediately improves your chances of being featured. Don't Just Contact Newspapers Local newspapers are an excellent place to start, but they are far from your only option. Many communities have local radio stations, parish magazines, online news websites, Facebook community groups and neighbourhood newsletters that regularly feature local fundraising stories. Running clubs may also have newsletters or websites where members' achievements are celebrated, while local business groups often enjoy supporting people who are raising money for charity. The more places your story appears, the greater the number of people who will discover your fundraising campaign. Use Social Media To Amplify The Coverage If your local newspaper publishes an article or you appear on local radio, make the most of it by sharing the coverage across your own social media channels. People are much more likely to share an article from a recognised publication than another request for donations. It also provides independent recognition of your efforts, which can encourage people who don't know you personally to support your fundraising. Whenever you share the coverage, include a direct link to your fundraising page so that anyone inspired by your story can donate immediately. Keep The Story Going Your first piece of media coverage doesn't have to be your last. As your training progresses, there will often be new milestones worth sharing. Perhaps you've reached your fundraising target earlier than expected, completed your longest training run or organised a successful fundraising event at work. Each of these developments provides another reason to contact local media. Once you've completed your event, let them know how you got on. Sharing your finishing time, photographs from race day and the final amount raised gives journalists the opportunity to complete the story while recognising everyone who supported your challenge. If local businesses, your employer or community groups have supported your fundraising, don't forget to mention them where appropriate. Perhaps a local café donated raffle prizes, a running shop sponsored your training T-shirt or your employer matched the money you raised through company match giving. Recognising these organisations not only thanks them for their generosity but also gives them positive publicity within the local community. Businesses are often more willing to support fundraising when they know their involvement may also receive local media exposure. Local radio stations are always after good stories Make Donating As Easy As Possible Media coverage is only valuable if people know how to support your fundraising. Whenever possible, include a link to your fundraising page in newspaper articles, online features and social media posts. If you're interviewed on local radio, mention where listeners can find your fundraising page, and if you're speaking at a community event, make sure QR codes or printed donation details are available. Removing unnecessary barriers makes it much more likely that people will donate while your story is still fresh in their minds. Thank The Media Afterwards Journalists, presenters and editors don't have to feature your fundraising, so taking the time to thank them afterwards is always worthwhile. A simple email or message expressing your appreciation helps build a positive relationship and leaves a good impression. If you decide to take on another charity challenge in the future, they're far more likely to remember you and consider covering your story again. Building relationships within your local community is just as valuable as raising money for your chosen charity. Combine Local Media With Your Wider Fundraising Plan Local media works best when it's supporting everything else you're doing rather than acting as your only source of publicity. If you're organising a bake sale, quiz night, coffee morning, charity car wash or sponsored challenge, let local media know about those events as well. Likewise, if local businesses are supporting you or your employer has agreed to provide company match funding, mentioning these partnerships demonstrates that your whole community is getting behind your fundraising. Rather than relying on one fundraising activity, media coverage helps amplify every other effort you make. The more people who hear about your challenge, the more opportunities you create for donations. Final Thoughts On Using Local Media For Fundraising Using local media remains one of the most effective and underused fundraising tools available to charity runners. A well-timed newspaper article, radio interview or feature on a community website can introduce your fundraising campaign to thousands of local people, many of whom are keen to support worthwhile causes in their area. You don't need an extraordinary story or professional media experience to gain coverage. A genuine reason for supporting your charity, a well-written press release and a willingness to share your journey are often all that's required. When you combine local media with social media, workplace fundraising, company match giving and support from local businesses, you give yourself the best possible chance of exceeding your fundraising target while also raising valuable awareness for your chosen charity.

how-to-use-local-media-to-promote-your-charity-fundraising

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