To Get Your Story Told During the Holidays, Start Now

September 7, 2023

By: Peter Panepento

I’ll admit it, I’m not a big fan of holiday creep.
 
I’d prefer to hold off on the pumpkin spice until the leaves turn colors, keep my Halloween decorations packed away until the calendar flips to October, and trim the tree after Thanksgiving.
 
So why am I writing about getting holiday media coverage just days after Labor Day?
 
The answer is simple: if you’re serious about getting media coverage for your social good organization during the holiday season, that season starts now.
 
For many nonprofits and foundations, the holiday season is the Super Bowl — since it accounts for roughly 30 percent of all money raised each year.
 
It’s also when many media outlets are finally shining a spotlight on their work. The holidays, after all, are the perfect hook for sharing stories about people who are making a difference or for writing business stories about charitable giving.
 
This rush of coverage offers a great opportunity for social good organizations that are looking to raise their profile in the media.
 
But if you want to earn some of those headlines, you can’t wait until Black Friday to start your outreach.
 
You need to be proactive.
 
Here are five things you can be doing now to get your story told in December:
 
Identify an inspiring volunteer
Does your organization have a volunteer who goes the extra mile or who has overcome adversity to give back? The holidays offer a perfect opportunity to spotlight and honor one of your supporters and call attention to your mission.
 
Outlets are often looking to tell interesting human interest stories during the holidays. Now is the perfect time to identify a subject, get their permission to have their story told, and prepare your pitch.

Recognize a generous donor
If you received a landmark gift — or have a longstanding donor with a compelling story to tell — the holidays can offer a perfect hook for getting the media to pay attention.
 
We’ve also had success helping media outlets identify donors who have employed a clever or unusual giving strategy for advice stories.
 
If you haven’t already, take a stroll down to the development office and see if they have any donors who might fit the bill.

Spotlight a trend
Every year is different — and reporters are often looking for trends that show their audiences how economic or social forces are impacting real people.
 
If you work for a nonprofit that is experiencing a surge in demand or is joining forces with other organizations to tackle an important problem, you have an opportunity to develop it into a year-end pitch.

Provide advice
Many outlets will develop personal finance or feature stories that advise their audiences on how to give effectively.
 
You can develop a pitch that showcases your top executive or fundraiser as an expert on what to look for before making a donation or on taxwise giving.
 
Show your impact
Has your organization achieved an important milestone with your work? Have you made progress toward solving an important community problem? Are you launching a new campaign that will make a difference?
 
If you can answer yes to any of these questions, chances are you can turn it into a compelling media pitch — and do it with a year-end hook.
 
Any of the above topics can be turned into a story pitch that has a strong chance of getting the attention of a journalist who is looking for a year-end story.
 
But don’t wait. You can jump to the front of the line by making your pitch long before the pumpkin spice stops flavoring your latte.