earth day

earthdayLeveraging a news item or holiday by connecting your org to its theme is a tried-and-true nonprofit media relations strategy that succeeds at little cost. (See PETA case study).

But there’s more than media coverage to be gained in connecting your organization’s issues with a major news event or holiday. Doing so links your org to what’s already in your supporters’ minds — like this year’s 40th anniversary of Earth Day — so works well to motivate them to give or sign a petition.

Here are just a few of the many strong models of nonprofit marketing campaigns around Earth Day 2010 (via my colleagues active on the Progressive Exchange list serv. Please join us.):

  • The Media & Policy Center’s “Growing Greener Schools” will air on PBS throughout Earth Day week (check local listings).  It’s supported by a terrific new network of green school activists and initiatives, and the community building is reinforced by an e-newsletter.
  • The Green for Life video series was launched by the United Methodist Church and an action alert of Six Things You Can Do this Earth Day shared by United Methodist Women.
  • The Nature Conservancy is organizing action around its Earth Day To-Do List and needs just 110 more signatures via Facebook to reach its goal for its “Be Part of the Solution” petition. Sign it now.

More great Earth Day-related nonprofit fundraising and marketing campaigns here.

Learn more by reviewing these examples of organizations connecting with a news event for nonprofit communications success, and one of a for-profit doing so and treading on your opportunity:

Please share your organization’s strategies for leveraging news events to boost your nonprofit communications in the comments box below. Thanks much!

P.S. Get more in-depth articles, case studies and tools for nonprofit marketing success — all featured in the twice-monthly Getting Attention e-update. Subscribe today.

Nancy Schwartz in Campaign Marketing Models & Tips, Media Relations and Press | 0 comments
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What Environmental Org Does Most Rate it -- GreatNonprofits 2009 Green Choice AwardsIn celebration of Earth Day (April 22nd), GreatNonprofits is holding a contest to ID the best environmental nonprofits out there, as rated by volunteers, donors and others in the know.

The winning orgs will be featured in national media coverage and all voters are entered to win prizes such as earth-friendly wines from Fetzer, a stay at Joie De Vivre hotels and more!   

So environmental nonprofits — here's your call to action: Email those who know your impact (everyone, be creative) and ask them weigh in here, today.

Crowdsourcing in the most useful and positive way. Love it!

P.S. GreatNonprofits solicits ratings from folks who know what orgs work, and which don't! Not only is this info used by prospective donors, volunteers, program participants, etc. — it's valuable audience feedback at no effort or cost to you. Make sure you use what's there on your org.

Nancy Schwartz in Audience Research, Awards, Nonprofit Communications, Special Opportunities | 0 comments
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