3 Op-Eds That Are Helping Nonprofits Make Year-End Headlines

Today is GivingTuesday – the biggest single day of giving of the year for many nonprofits and the unofficial start of the year-end giving season.

But for those of us who are working to help nonprofits and foundations tell their story in the media during this critical time, GivingTuesday began months ago. 

While many news outlets step up their coverage of charitable giving for GivingTuesday and December, if you want to get your organization’s story told, you have to start early.

For our nonprofit clients, that outreach starts as early as September. That’s when we begin planting seeds with reporters and editors who are looking for interesting stories and expert sources.

Often, however, these seeds don’t germinate right away. Reporters have a lot of examples to choose from – and when they do reply, it’s often at the last minute and comes with little notice.

So rather than relying on pitches and direct outreach alone, we’ve been supplementing our media efforts by developing and placing op-eds that are related to year-end giving. 

Here are just three examples of how we’ve been able to do this:

1. The Call to Arms

By mining charitable giving figures available through The Chronicle of Philanthropy’s “How America Gives” database, Greater Washington Community Foundation interim CEO Tonia Wellons calls on residents in her hometown to step up their philanthropy – and shows what’s possible if they are able to bring their giving rate up to the national average.

Tonia’s piece was picked up in Sunday’s local section of The Washington Postand has since led to requests from other local media outlets for interviews.

2. Showing the Need

One Warm Coat – a national nonprofit that collects and distributes winter coats to those in need – was able to get ahead of GivingTuesday by developing an op-ed that showed that those living in poverty are vulnerable before the traditional giving season begins.

In a piece that was picked up by The Buffalo News, One Warm Coat CEO Beth Amodio used local data about poverty to show the need and suggested ways that donors in that community could help their neighbors.

3. Tips for Donors

The New York Community Trust positioned its vice president for donor services, Gay Young, as an expert through an op-ed that provides advice to donors who are looking to give wisely.

This piece, which appeared in Our Town NY, outlines six ways donors can give significantly without having to tap their bank accounts.

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Looking for more advice on how to write and place effective op-eds?

Check out The Op-Ed Option, our free e-book that provides practical tips and real-life examples.