Media Kits for Non-Profits

Sample Media Kit for Non-Profits

Sample Media Kit for Non-Profits

A strategically executed PR campaign can help non-profits achieve national and international attention for their causes. It can also help attract well known personalities to become fundraising champions, exceed fundraising goals, increase event attendance and create more volunteer opportunities. Working in conjunction with a social media content strategy, PR has the ability to help a campaign go viral, consistently growing the number of donations, year after year.

So how do you get started?  Part of being sufficiently prepared for a media campaign and establishing positive relationships with the media, is making sure that you have all the proper materials in a centralized location for each campaign. Directing media to a centralized hub for information will make it easier to handle media requests and make the story pitching process move more seamlessly.

Building a media kit doesn’t have to be extremely expensive or time-consuming. Before you spend a lot of time and energy creating news releases for each campaign, let me show you how to put together an effective media kit and how to put it to good use.

 

Pay Attention to Where Your Network of Supporters Congregate

Today, many journalists, bloggers and other media members will undoubtedly have a social media network on various channels. Chances are your network of supporters have their own audiences through social media as well, so why not tap into that? If you give your donors, volunteers and the media the right tools, they’ll relay your news for you to their Facebook fans, LinkedIn connections, Instagram followers and YouTube subscribers.

Rather than creating bland blocks of text with quotes from key personnel, give journalists the key points, visuals and ideas in highly shareable formats such as infographics, videos and slideshows. It’s a great way to extend the life of re-useable organic content that focuses on your cause. The goal is to make it as easy as possible for your network and journalists to share news of a campaign or event, so here are some pieces to share with them to make it as easy as possible.

 

Jazz Up the Executive Bios

Instead of creating bullet point bios for key personnel in your non-profit, why not feature some short video clips where the key team members introduce themselves and talk about what inspires them about your cause? Post the videos (and high resolution head shots, just in case) in a centralized location. It could be on your website’s media page or a separate mini-site just for your exclusive media kit.

 

Share a Timeline of Your Non-Profit’s Highlights

Sample Non-Profit Infographic

Sample Non-Profit Infographic

Instead of writing a drawn-out executive summary of your non-profit’s history, why not turn that timeline into a more interactive slideshow or infographic? You can showcase highlights in your history such as your first fundraising event or the largest donation you’ve ever received-with eye-catching designs-and track how many people view your slideshow/infographic. So not only do you have a visually interactive piece for your media kit, the built-in analytics will also show you how journalists and your supporters interact with it.

 

Make Sure High-Resolution Logos & Branded Materials are Easily Accessible

Sample Non-Profit Logo

Sample Non-Profit Logo

Any high resolution versions of your logo and other branded materials such as posters & mobile optimized images should be easily accessible for downloading and sharing purposes online.

 

Videos & Photos Are Essential to Letting People See How Your Cause Works

Fundraising Event

Fundraising Event

Photos and videos that focus on your fundraising events as well as press interviews can really give your supporters and journalists a great sense of how your organization works and how passionate you are. You can include easy-to-share buttons as well as branded hashtags for your supporters, making it easy for them to share them via Instagram, Twitter, Facebook or LinkedIn as well as YouTube. Journalists will get an idea of the kind of press you’ve received and what stories about your cause are the most popular.

 

Sample Social Media Posts

Sample Non-Profit Instagram Post

Sample Non-Profit Instagram Post

Provide supporters with sample social media posts for Twitter, Facebook, Instagram, LinkedIn or YouTube about your latest campaign or initiative. Include easy-to-understand prompts for sharing, provide a branded hashtag with each post and encourage supporters to share it in their own personal style. Use one of the social listening tools (mentioned in a previous post) to track how the hashtag is being used and thank those who share the posts.

 

Create Infographics

Non-Profit Infographics

Non-Profit Infographics

If you’re sharing new research or releasing new information (ie. increase in donations, number of volunteers etc.) consider using one of the infographic tools (mentioned in a previous post) to create eye-catching and easy to read infographics for your supporters to share via their own networks. Infographics make research much more compelling to read and journalists can pull statistics from them to use in tweets, status updates and posts on LinkedIn, Twitter, Facebook and Instagram.

Share Blog Posts

Non-Profit Blog Post

Non-Profit Blog Post

If any of your supporters have blogs, you might want to consider giving them a list of ideas for sample posts about your organization or providing a select few with a guest post that they can share with their audiences. Even better, you can share the links to your blog posts as part of your sample social media posts, making it even easier for your network of supporters to share posts.

Make sure you display all these important elements of your media kit on a prominent page on your website-and keep the prompts for sharing the content easy to find, read and understand.

Subscribe here for more great insights on non-profit social media marketing, public relations, content curation and fundraising ideas!

 

Lilian Sue is a marketing communications professional with over 10 years of experience developing integrated multi-channel marketing campaigns (copywriting, social media & PR/media relations) for lifestyle brands, indie film & television projects, B2B companies, tourism/hospitality & food/beverage brands. Learn more about her work at In Retrospect Writing Services.

Influencer Identification Tools for Non-Profits

Discovering Social Media Marketing Influencers

Discovering Social Media Marketing Influencers

In my previous post, I covered what influencer marketing is, how to develop an influencer marketing strategy and how to find the right influencers using the free methods already at your disposal. However, the free methods do take more time to research and organize, which is why this post will help non-profits find the affordable and easy-to-use influencer identification tools that will help them save time on their influencer marketing campaigns.

Trendspottr

 

You can sign up for Trendspottr Alerts as a freemium service to get alerts. Each alert is organized by content, the level (whether it’s elevated, high or extreme) along with accompanying analytics and the overall positive, neutral or negative sentiment on each alert. Once you set up a search query, TrendSpottr will detect any exceptional trending activity for your search query, which can include influencers who have been sharing content about your cause. TrendSpottr Alerts will also send you real-time email alerts that contain trending content that has high potential to go viral.

Not only will it enable you to find influencers who are speaking about your cause, you can also monitor news on your organization and stay on top of emerging news & trends.

In order to create & manage more than one custom alert, you’d have to look at one of Trendspottr’s subscription plans, which start at $49/month with a free 7-day trial.

Awario

Awario refers to itself as a social media and web monitoring tool but the great thing is that you can apply the monitoring directly to influencer research. If you’re looking for people who have mentioned your brand, you can sort it by reach to find the most influential people who are posting about your brand.

You can set up ongoing monitoring alerts for specific keywords and you can view them as influencer reports that will allow you to see the most influential accounts for that topic over time. So you can find influencers in real time and consider to stay on top on who is influential over time. You can also track mentions for keywords in any language, any given location and all across the web. The powerful analytics engine allows you to track the growth in the number of mentions and their collective reach, sort mentions by positive, negative and neutral with sentiment analysis and analyze progress.

You can sign up for a free 2-week trial and the most popular starter plan at $24/month allows you to monitor 1 project with 30,000 new mentions/month with 5,000 stored mentions per alert and you’re allowed to create 3 mention alerts.

 

Klear

Klear is currently one of the most sophisticated influencer search engines on the market. You can search for influencers on all major networks such as Instagram, YouTube, Facebook, Twitter & blogs, with detailed audience demographics such as interests, geography and level of influence. You can analyze 5 years of historical data for any influencer on their influence & engagement levels on each platform, what their true reach is on a given topic and what the top demographics are among their engaged audiences.

Using the top demographics, you’ll be able to dig through each influencer’s network to find other like-minded influencers and manage all of them through Klear’s user-friendly CRM system. You can contact influencers through the system and monitor each campaign. Metrics for each campaign can be monitored via performance reports that contain real time tracking for mentions, engagements and true reach.

The free plan will give you limited access to search for influencers through a finite number of social media platforms. To gain full access, you’ll have to schedule a product demo through Klear.

 

BuzzWeb

 

BuzzWeb Influencer Indentification Tool

BuzzWeb Social Media Influencer Identification Tool

On Buzzweb, you can search for influencers based on different demographics such as age, gender, location and interests. The tool will allow you to reach out to influencers separately or through an influencer list. Top-rated micro and medium influencers with 5k-400k followers are verified and handpicked by Buzzweb and filtered based on location, demographic and average engagement rates with their audiences.

You can use the dashboards to check on campaign progress including overall engagement levels (likes, shares, comments) as well as how many bloggers are currently working on content for you and which ones have yet to be approved. You don’t have to pay the influencers until you approve of the content.

Through comprehensive campaign analytics, you’ll be able to obtain thorough audience insights such as demographics, language and brand awareness. You can also monitor your key account indicators such as engagement, followers, rate of unfollows and prohibit fake accounts from following your account. Blocking fake accounts will allow you to raise the price of your sponsored posts and monitoring post popularity will give you a better understanding of the type of content your audience responds to.

The most popular package for $19/month allows you to search 100K influencers, create 10 influencers lists with 100 contacts/platform and do group outreach. You’ll also be able to monitor follower & engagement growth, obtain audience insight reports and receive growth recommendations and comprehensive campaign reports.

Subscribe to GlobalOwls for more information on non-profit marketing, including ideas on unique fundraising events, email marketing tools and cost-effective online fundraising and follow me for more information on marketing tools, social media marketing, blogging/freelance writing and publicity tips!