Be a contributor first

You have to realize that the media do not care about your organization any more or less than the next non-profit. In the eyes of the corporation, all non-profits just want something free or they want contributions or they want big, fat sponsorships. Don’t focus on your next fund raiser. Try to distinguish yourself among all of the other groups who come begging for freebies and be a contributor. Remember what the media are in business to do: tell stories.

Give them a story they can’t resist

How can you contribute? Give them a story. Not just a “we’re having a big event for people to come and spend money” story, but a real, true, heart-wrenching or heart lifting story for them to eat up and splash all over the newspaper or TV screen. Does your non-profit provide help with debt relief? If so, find a success story of a client who has been helped and who is willing to be profiled.

Reporters are busy

Do your homework upfront so that you can sell the story to the reporter. Don’t send a press release but have one prepared with all the who/what/where/why/how details answered including contact names (spelled correctly) and phone numbers. If the program you are seeking help with asks people to donate a car to charity, have all the technical details written out that you can email to the reporter.

Not all reporters will treat your story the same

You should be familiar enough with the local newspaper or broadcast news to know which reporters cover your type of story. If there are several to choose from, judge from previous stories they’ve written about how they approach emotional types of stories. You want someone you can count on to do your story justice. Then give that reporter a call. Tell them you know of a really interesting story that you feel you can trust them with. Ask if it’s a good time to talk now or if you should call back. Make working with you easy for the reporter. They will appreciate working with you and will also look forward to the next time you call.

Mind your manners

After a reporter writes a story you’ve pitched, you owe them a phone call. Thank them and tell them you appreciate how they approached your story and that you felt they were fair. Tell them you look forward to working with them again. Be nice. Reporters receive calls every day from angry, rude and mean people. You will stand out as a welcome source just by having a pleasant attitude and using common courtesies. Follow up the call with a written thank you note. Most reporters will save them since they get so few.

Keep reporters in the loop

If something happens at a later date regarding a story they’ve written for you previously, contact the reporter and give them an update. They may choose to write a follow up story.

These ideas won’t necessarily guarantee you get your stories in the paper or on the evening news, but you’ll definitely get farther than most people. Don’t be afraid to call a reporter or editor – they are always looking for new stories and rely on the community to provide those leads.

Well the week started off on the wrong foot. I had plans to go to a Youth Encounter for church and didn’t get back until noon Sunday. That may not sound bad but it gets worse. First I went to the store to but cookie dough and started baking. Then Demi called to check in I told her what I was doing. Then she said, “Hay Matt, Did you get a hold of Sarah by chance?” Of course I did know I had to so that was bad.

Day one was ok, Sarah brought some M&M Cookies that sold like no tomorrow, and my sugar cookies were a big chocolate fountain hit. In the end we made about $35. I went home confident and made a few cookies because we still had a good amount.

Day Two was again ok though more kids brought money and we went dangerously low on cookies. The amount was so low that we split the last cookie between the four of us. I went home and made a TON of cookies, about 4-5 dozen.

Day Three, half way done, I then learned the fateful news that we couldn’t do the chocolate fountain. So we went in and almost every single kid asked where the fountain went. I went home a bit ticked because our sales dropped to China. We made, luckily, about $15-$20, only because Mrs. Cooper didn’t have snack window.

Day Four, I walked in and talked with Demi about the sales. We then talked with Lori and Sarah. We decided to ask Mrs. Jost if we could do the Fountain on Friday. Mrs. Jost, the most amazing teacher, then said we could. So, we walked in and set up the table and told Mrs. Cooper to announce that the fountain would be back on Friday. We sold a bit more cookies and earned a fair sum of money.

Day Five, The last day we were going to do the cookies, I walked in with about eighty more cookies. We set up and started getting the fountain ready. Then we started selling. The totals for the lunch periods were: $18 first period, $21.50 for the second, and $20.50 for the third. That made the grand total of the day to SIXTY BUCKS! I went home with amazement and relief.

The Grand total for the week was two hundred, twenty-eight dollars and zero cents. I believe that we set the bar high for the following groups. And that concludes the story of the week that Demi, Lori, Sarah, and I did cookies.

We started on one corner of a block, and I worked on way and Alex worked the other way. We stayed on the same block, and eventually we’d meet on the opposite corner. At first, I wasn’t too happy because of the darkness and the heavy rain. There were few streetlights and most of the light is blocked by the trees lining the street. But as soon as I started, I knew I was going to break my last year’s amount sold (that was for my elementary school), which was eight small boxes, and that cheered me up. I sold a box at the first house, and after that I sold a box for about every three houses I visited. At every house, I knocked on the door or rang the bell. After they answered, I told them my name, and asked if they would like to support the NWSS band by buying one of our fine chocolate-covered almonds. I told them that they were only $3 each, and that they were made from the finest roasted almonds from California. The little speech worked. By the end of the block, I had sold eight boxes, and Alex sold seven. The rain probably helped as it made the buyers more sympathetic and even allowed me to sell to some people who hated chocolate! A kind customer gave me an extra dollar and let me keep the change! Sales were very good, and the rain was starting to let up a bit, so I was very excited to start the next block. On the next block, I sold seven boxes on my own, and because I finished before Alex, I helped him sell to the last two houses of the block, and managed to sell another box. A couple of times I went to three houses in a row without a sale, but considering the sales made, business was still pretty good, and I used the rain to my advantage. At the next block, at his suggestion, Alex gave me some of his chocolate-covered mints to sell and I gave him some of my chocolate-covered almonds so we have both kinds of chocolates to sell, which gives customers a wider selection to buy. On the next block, with the mints, sales increased. I even met a really nice person who bought two boxes and even gave me $3 to buy my own box! At other houses, sales went as usual.

On this block I only managed to sell four boxes (including my own box) because after about five houses, we had to go because my dad was going to pick me up and hour early, at 8 o’clock. In all, 21 almonds and 19 mints were sold. Together, we made over $100! Of course, only a fraction of the money goes to fund our band trip, but with more successful fundraisers like this, our school should be able to raise enough money to pay for most of the trip.