Have you been chosen to promote the nonprofit fundraising events for your organization? Here's a plan of attack that should help you ensure success:
To begin with, start early! Start just as soon as you know the fund raising event is going to happen.
Your first challenge is to find a newsworthy angle for the event and write a compelling press release.
Can you find a local celebrity who will agree to make an appearance?
Can you involve some of the town's political leaders?
How about the managers of every bank in town?
Are the funds raised going to a specific project that will interest the community?
Have you come up with a new twist on an old fund-raising idea that will capture the imagination?
Can you create a "circus atmosphere" for this event?
Once you've settled on an angle - or two - start working on ideas for a headline. Remember, it is never about you, or your group. It is ALWAYS about the person you are trying to lure to your event.
The headline's function is to arouse their interest and curiosity so the editor will print the release and the public will read it. However, don't be upset if the newspaper decides to change the headline when they run the story. That happens.
The rest of the release needs to stress the benefits of participation as well. You can talk about your group and how the money will be spent, but make sure you show it as positive accomplishments rather than "We want, we need."
Once written, send your press release to every newspaper, radio station, television station, and on-line news service that serves your area.
Again, don't be too upset if the story changes. If they change the meaning, call up and attempt to correct the error. Otherwise, remember its their newspaper and they think they are doing you a favor. I've had editors completely destroy a story after I spent hours getting every word just right, so I know how that feels!
In a few days, think of a new twist or an added benefit, and do it all over again! Keep doing it right up until the event. Make sure your headline shows that you've added something new.
Second, if this is a small town event or one that is focused on a specific neighborhood, get flyers printed and distributed. Post them everywhere you can - being sure to get permission before posting in businesses, please.
Third, write personal letters to influential people who might attend, and ask them to bring their friends.
Fourth, make sure that every member of your organization is informed. Members who don't attend meetings do care, so get them involved with spreading the word. Contact members of other organizations who support your cause, too. Ask for their help and promise to help them in return.
Fifth, start an e-mail campaign. Write a compelling letter to a friend asking him or her to come to the event, and enthusiastically explaining why it is going to be so much fun, such a great benefit to the cause, etc. When you write it to a friend your words will flow naturally and carry more enthusiasm. (But do proofread it, and re-arrange sentences if necessary!) Be SURE to end the letter with a request to pass the letter along. Come right out and say that you want everyone in town to know about and attend your event.
Last, call the appropriate editors at your newspaper and ask them to attend, and bring their cameras, so that this year's event can help promote next year's. Bring your own camera as well, and enjoy the event. You've done your work and now it's time to join in on the fun.
Marte Cliff is a Freelance Copywriter and co-founder of her local Animal Rescue. She offers discounted rates for other rescues in need of fundraising letters and newsletters. Visit her at http://www.marte-cliff.com. Write her at: writer@marte-cliff.com
Marte offers a monthly ezine with tips on advertising that are useful for fund raisers and sales people alike. Subscribe by sending a blank e-mail to: martegale@getresponse.com. You'll get instant access to her ad writing tips report. | 
