There are over 1.5 million non-profit organizations in the U.S. alone. With such a crowded global market, standing out and securing media coverage for your organization is more difficult than ever. It is, however, necessary. Media coverage helps organizations amplify their messages, attract donors, and build long-lasting support for their causes. Here are five essential strategies for boosting not for profit media presence, stemming from our work with Yad Sarah, Israel’s leading volunteer-staffed non-profit organization.

1. Come Out, Come Out Wherever You Are 

Many NGO founders are driven by a deep commitment to social causes, often making them reluctant to stand in the spotlight or seek publicity for their work. While modesty is admirable, hiding from the spotlight can really limit the organization’s potential reach. Public confidence in the NGO’s mission and accomplishments is critical. This requires the organization to be vocal about successful initiatives and their level of impact in order to reassure donors and other stakeholders that they are making the right choice by supporting the cause. Being vocal also allows non-profits to position themselves as thought leaders on the social issues they tackle, as well as other related topics like nonprofit management.  Embracing the need to step out from behind the curtain is the first step NGO leaders need to take to help their organization stand out. 

For example, Philip Bendheim, Head of International Affairs at Yad Sarah, regularly shares his insights on leading an NGO through contributed pieces and op-eds on prominent news sites such as eJP, JNS, the Jerusalem Post, and Non-Profit Pro. His regular contributions have helped spread the word about Yad Sarah, provided stakeholders with insights into the organization’s work, and helped pique donor interest.

Tip: If an organization’s leader is adamant about remaining out of the public eye, consider hiring an official spokesperson.

2. Stop Shapeshifting 

The social issues NGOs tackle are often multifaceted and complex, appealing to different audiences in various ways. Highlighting different aspects of social issues, and the programs they run to address them, has long been a leading strategy for activists to raise awareness and reach new audiences. However, when it comes to media coverage, organizations should maintain consistent messaging and highlight how each of their varied programs contributes to their overall mission and goals. This helps build a coherent narrative that resonates with wide audiences and reinforces the organization’s identity.

For example, Yad Sarah’s core mission is to fill the gaps left by the national healthcare system. Every department, from medical equipment lending to caregiver support groups and pro-bono legal services, regularly emphasizes this core message and how they are fulfilling that mission.

Tip: Share a clear mission statement in every interview to ensure the underlying message remains strong.

3. Sound Professional

To be recognized as leaders in their field, nonprofits should position themselves as professional organizations. Strong, professional messaging helps organizations stand out and attract serious media coverage. This messaging, like much of the donor-focused messaging, can also evoke emotion, but the emotion should come from the impact the organization is having through its actual work. Showcasing an organization’s achievements and positive results resonates more effectively with potential donors or partners, and it positions organizations as leaders in their fields.

For example, rather than creating materials solely about the need for their services or individual human interest stories, Yad Sarah produces reports on the impact of their work, including how much money their efforts have saved the Israeli healthcare system and how their operations have contributed to national responses to emergencies like the recent Covid 19 pandemic and ongoing war. This professional approach appeals to the public while reinforcing the organization’s commitment to maintaining high standards. 

Tip: Use data-driven reports to emphasize the impact of initiatives and show the organization’s commitment to addressing the cause.

4. Steady and Strategic

Certain times of the year see a spike in charitable giving, with December alone accounting for about 30% of annual donations. Many NGOs ramp up their efforts during these peak times, organizing fundraising dinners, galas, PR campaigns, peer-to-peer fundraisers, and PR stunts. However, competition is fierce, and not all efforts yield the desired results.

Success during peak times often relies on the groundwork laid in the preceding months or even years. Consistent media engagement and story production during quieter periods can establish valuable relationships with journalists. Then, when the busy season arrives, these journalists are more likely to respond positively to pitches from organizations they are familiar with or include them in their lists of top charities. 

For example, when the recent war broke out, Yad Sarah was listed as one of the go-to charities in several outlets’ lists. These articles were, for the most part, written by journalists who had previously covered Yad Sarah. The relationships Yad Sarah had built with those journalists during non-peak times earned them inclusion, as the journalists were already familiar with their activities and had conducted prior research about them.  

Tip: To ensure continuous coverage, foster and maintain relationships with journalists by offering commentary, exclusive stories, and regular updates. 

5. Expand Your Audience

NGOs typically receive coverage from niche outlets like philanthropy journals, local papers, and media focusing on their specific issues. However, thinking creatively and promptly offering commentary can help secure wider coverage and broaden audiences. For example, when organizations or leaders comment on government policies or other major breaking news events that affect their sector, they can gain quotes in top-tier or politically-focused outlets, effectively expanding their reach to new audiences. By engaging with broader topics and demonstrating relevance in wider conversations, NGOs can attract more attention to their cause and position themselves as leading entities tackling the issue. 

For example, when attacks by Houthi rebels in Yemen disrupted shipping routes to Israel, Yad Sarah faced delays in importing medical equipment from Asia. It then managed to find a creative workaround by airlifting critical supplies. Leveraging the geopolitical impact on its operations, the organization promptly positioned itself as a source for stories on the Houthi disruptions to supply chains, securing several mentions, including in the Washington Post.

Tip: Speed is critical for getting quotes into a news story. Draft a playbook for quotes, regularly monitor for relevant current events, and pitch as quickly as possible to increase the chances of securing mentions.