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How can philanthropists communicate their impact to the media?

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As a philanthropist, you want to share your positive impact with the world, but how do you communicate it effectively to the media? The media can be a powerful ally or a fierce critic, depending on how you approach them. In this article, we will explore some tips and strategies to help you craft your story, pitch your message, and engage with journalists and influencers.

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Miren A. Bengoa

Social impact with a gender lens | TEDx speaker Influencer, Philanthropy Advisor | Women's Health and Humanitarian Aid…
Dee Butler

Head of Growth | Optimist | Visionary | Talks Grants Management | Leading Submit's partnerships, communications and…
Kimberly O'Neil

Award-Winning Executive, Nonprofit Advisor, and Professor | Community Capacity Builder and Social Responsibility…

1 Know your audience

Before you reach out to the media, you need to know who you are talking to and what they care about. Different media outlets have different audiences, agendas, and formats. You need to research and understand their tone, style, and angle, and tailor your communication accordingly. For example, if you are pitching a story to a local newspaper, you might want to emphasize how your impact benefits the local community and include some human interest stories. If you are pitching to a national magazine, you might want to highlight how your impact aligns with a broader trend or issue and provide some data and insights.

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Miren A. Bengoa

Social impact with a gender lens | TEDx speaker Influencer, Philanthropy Advisor | Women's Health and Humanitarian Aid | Board member and social investor. views my own
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The media can have a biais towards quantitative results and therefore providing evidence of success can be a first step. However, the aim is to nurture the relations with quality-oriented media to develop narratives with higher human value.

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Dee Butler

Head of Growth | Optimist | Visionary | Talks Grants Management | Leading Submit's partnerships, communications and brand awareness.
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Philanthropists can communicate their impact to the media by leveraging social media, traditional media, showcasing impact to donors, and utilising new media technologies. These strategies help philanthropists reach a wider audience, share their impact stories effectively, and inspire others to support their causes.

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Kimberly O'Neil

Award-Winning Executive, Nonprofit Advisor, and Professor | Community Capacity Builder and Social Responsibility Strategist | Doctoral Student at IU Lilly School of Philanthropy
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Identify Media Outlets' Focus: Research and target media outlets that align with your philanthropic goals and their audience's interests. Customize Your Message: Adapt your impact stories to resonate with each outlet's audience's specific demographics, interests, and concerns. Use Accessible Language: Avoid jargon and use relatable and understandable language to the general public. Highlight Relevant Impact: Emphasize aspects of your work that directly address the issues and causes significant to the audience. Engage with Audience Queries: Be open to feedback and questions from the media audience to foster engagement and deeper understanding.

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2 Craft your story

Once you know your audience, you need to craft your story. Your story should be clear, compelling, and credible. It should answer the questions: What is your impact? Why does it matter? How did you achieve it? What are the challenges and opportunities? You should also include some elements that make your story stand out, such as a personal connection, a surprising twist, or a powerful testimonial. Your story should not be too long or too complex, but rather focus on the key points and messages that you want to convey.

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Maria Kuntz

Strategic Marketing Communications Director @ University of Colorado Boulder | Brand Campaigns | Storytelling | Executive Leadership
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As institutional storytellers, our team balances the impact of a gift or contributions with the story of the people behind the gift - the philanthropists. Giving is a personal act that is generally aligned with and fueled by values, vision and beliefs. This part of the story can inspire others to give and also inform audiences about why someone chooses to be generous and share. Impact, however, can be concretely described with data and stories by answering: what happened? How is the world different because of this philanthropic effort? What is now possible because of this generous act. There is real inspiration in seeing the direct effect of a gift on people and communities, which is essential to share when describing impact.

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3 Pitch your message

After you have your story ready, you need to pitch your message to the media. You need to identify the right contacts, such as editors, reporters, or bloggers, who cover topics related to your impact. You need to write a concise and catchy email or press release that summarizes your story and explains why it is relevant and newsworthy for their audience. You need to follow up with them and offer additional information, such as photos, videos, or quotes, if they are interested. You need to be polite, professional, and persistent, but not annoying or spammy.

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Blair Huddy

Strategic PR, Communications & Marketing for B2B companies that help people and the planet | LinkedIn Top Voice | AI Marketing Expert | Author | Founder of Hudson Davis, the agency for change.
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Please pitch reporters like an actual person. I write a normal email like I would to someone I work with or need to start working with and include a link to the pitched content. 90%+ of emails reporters get are bad ai copy jobs pasted in an email. If you act like a human, because you are one, immediately your email stands out. Do you ever reply to those spammy emails you get? No, you don’t. Reporters feel very much the same. People naturally ignore or automatically delete anything that even seems spammy.

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4 Engage with journalists and influencers

Once you have secured some media coverage, you need to engage with journalists and influencers who can amplify your message and reach. You need to thank them for their interest and support, and provide them with any feedback or updates on your impact. You need to share their articles or posts on your own channels and platforms, and tag them or mention them. You need to build and maintain relationships with them, and offer them exclusive access, invitations, or insights in the future. You need to be respectful, responsive, and reciprocal, but not intrusive or demanding.

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María Teresa Casas Sardi?as

??Helping people find their sense of purpose and belonging
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A while back, while working for a philanthropic foundation, I provided a select group of journalists and influencers with exclusive access to behind-the-scenes insights. It was a fantastic experience! They had the opportunity to conduct interviews with key stakeholders and benefit from exclusive coverage opportunities. This collaboration led to the development of trust-based, long-term partnerships, and significantly amplified the foundation's message. Following this positive experience, these journalists and influencers sought exclusive coverage, adding valuable content and enhancing the foundation's credibility even further.

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5 Monitor and measure your impact

Finally, you need to monitor and measure your impact of your media communication. You need to track and analyze the quantity and quality of your media coverage, such as the number of mentions, views, shares, or comments. You need to evaluate the sentiment and tone of your media coverage, such as positive, negative, or neutral. You need to assess the outcomes and effects of your media coverage, such as the awareness, engagement, or action of your target audience. You need to use tools and metrics that suit your goals and objectives, and adjust your strategy accordingly.

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6 Learn and improve your skills

Communicating your impact to the media is not a one-time event, but a continuous process. You need to learn and improve your skills as a philanthropist and a communicator. You need to seek feedback and advice from experts, peers, or mentors who can help you refine your story, message, and pitch. You need to follow the best practices and trends in the media industry and the philanthropy sector. You need to experiment and test different approaches and formats to see what works best for you and your audience. You need to be curious, humble, and open-minded, but also confident and passionate.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can philanthropists communicate their impact to the media?

1

2

3

4

5

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1 Know your audience

2 Craft your story

3 Pitch your message

4 Engage with journalists and influencers

5 Monitor and measure your impact

6 Learn and improve your skills

7 Here’s what else to consider

Philanthropy

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How can philanthropists communicate their impact to the media?

1

2

3

4

5

6

7

1 Know your audience

2 Craft your story

3 Pitch your message

4 Engage with journalists and influencers

5 Monitor and measure your impact

6 Learn and improve your skills

7 Here’s what else to consider

Philanthropy

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