Public relations and fundraising
Here’s a great example of using PR to jump start a fundraising campaign. Last year we developed a new Web site, www.giftsthatheal.org, an on-line catalog of gifts, each of which, once “purchased,” benefits a needy person in the community. Gifts include a one-month supply of medicine, a wig for a breast cancer patient, eye glasses, transportation to a doctor appointment and more.
This type of fundraising program relies on donations, so care was taken to ensure the program utilized the strongest possible combination of low- and no-cost marketing tactics to promote it.
As soon as the site went live, we distributed a news release to journalists, promotion managers and talk show hosts and then followed up with personal calls. We wrote copy for a 30-second public service announcement and a local community-minded radio station produced it at no charge. Flyers and e-blasts were distributed to targeted community groups.
Combined with donated and discounted ad space, the PR enabled the campaign to make a big impact on a small budget. In the first 10 days, media coverage included a 7-minute live radio interview, a 5-minute television interview that was replayed during at least 2 broadcasts and posted online, and multiple column inches in the print media. A local television talk show host conducted an interview and other electronic, print and Internet media helped to publicize the site. In all, more than $24,000 in media value was garnered.
