From UKRag Guides (wiki)
There is no single way of ensuring that your fundraising event will get widespread publicity. Doing something that is different, the reason why you are doing it or just sheer good luck all play a part. The more publicity you can get for your event the more local interest you will raise, and subsequently raise more money.
Tips for getting publicity
In the beginning: Contact your local newspapers and radio stations, if appropriate. If you are thinking of sending a news release get a contact name to send the release to, and find out which days of the week are the best for your release to arrive. Always make sure you have the correct spelling for names and the right address.
News Releases
Headline
Something snappy or amusing which will grab the editor’s attention. Humour, puns and alliteration are normally well received. Newspapers receive dozens of press releases each day. Make yours different so the editor reads on.
1st paragraph
Get to the point immediately - who, what, when, where. This paragraph should tell the reader exactly who is doing what, when and where it is happening and for whom (which charity).
2nd paragraph
Why the event is happening and how much money you hope to raise.
3rd paragraph
A quote. This should come from one of the principle organisers. It should be relevant to the fundraising event and give the emotive reasons why the event is taking place.
Final paragraph
Ask for support for the event sponsorship, donations etc and give and name and telephone number.
General points for the Press Release
- Type the News Release in 1.2 to 1.5 spacing;
- Keep the Release to one page, if at all possible;
- Always provide a contact name and telephone number (home and work if possible) at the bottom of the release so reporters can check facts and get further information;
- Make sure that the person who is nominated as the contact is aware of the situation and is not planning to be away when the release is sent.
- Always try to have someone else read the article to check for typos before you submit it.
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- TOP TIP: the place you're going to have the most luch placing stories are local newspapers and radio stations, possibly TV if you are doing something highly visual or amusing. Journalists in these newsrooms are told to only write stories about people from the town they're in; they do no always care if students from other parts of the country are hitch-hiking to France. Reporters at the Yorkshire Evening Post only care about Leeds RAG events if there are some raggies from Leeds taking part - so if you have a local person taking part, make sure you put that in the release, and include a quote from them too
- , e.g. "Andy, 21, from Leeds, said: 'I can't wait to get going.....'".
After the event
A short News Release or letter to your local and regional newspapers after your fundraising event thanking people for their support, reporting how everything went and how much money was raised is essential.
Photo
If you have a photo send that too but put a caption on the back together with the names of everyone in the picture. Ideally, use self adhesive labels, and never write in felt tip as it leaks through. Use a photo that conveys a clear message and is interesting. Try to steer clear of cheque presentations as more and more local newspapers are refusing to consider ‘cheque handover’ photos.
Help is at hand
Most charities will have a PR or communications department ask them for tips or media contacts.
Lastly
Good Luck with everything and have fun.
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