Public Relations: Big Media Splash as Grand River Agency Launches Nonprofit Fundraiser
It’s wonderful when things go exactly as planned. Even better when they exceed expectations. By now you’ve likely heard about Grand River Agency launching a $1 Million Fundraising Campaign for one of its nonprofit clients, the Olean Food Pantry. After months of planning and building communications capacity, the announcement required a public relations push to create a BIG MEDIA SPLASH.
And that’s exactly what happened! Simply enough, we wrote and submitted a press release announcing the fundraising campaign – leveraging our decades of media experience and extensive industry contacts. What made that initial press release stand out above thousands of others submitted to local, regional and national media outlets that day?
Expert storytelling, of course.
Within 12 hours, our expert media relations team had orchestrated the PR splash we desired, capturing the attention of local, regional and even national media outlets.
Every. Single. Media. Outlet. Targeted. What a fantastic kickoff generating widespread buzz and support for Olean Food Pantry’s crucial mission!
BIG Public Relations Campaign Boosts Nonprofit Fundraising Campaign
Here’s how we did it.
Setting the Stage for Success
At Grand River Agency, we understand the power of nonprofit storytelling and the importance of leveraging media relations to amplify our clients’ messages. Having already improved Olean Food Pantry’s digital presence and crafted a compelling case for support document, the stage was set for community engagement.
The launch of the Olean Food Pantry’s $1 Million Fundraising Campaign offered an awesome opportunity to build a narrative around a BIG fundraising goal in a small community. That’s news in itself! Ambitious plans aren’t often hatched here in the impoverished northernmost tip of Appalachia.
Crafting a Compelling Narrative
The initial press release justified a breakdown of major gifts, individual donations, corporate donations and grants required to meet fundraising goals. It weaved an emotional narrative around evidence of local food insecurity as told by food pantry administrators and volunteers, who routinely see record numbers on distribution days. Told correctly, the story needed no client testimonial to still paint a picture of severe struggle.
This compelling narrative highlighted the urgency of the Olean Food Pantry’s mission and the impact of fundraising efforts, expressing exactly how far every dollar donated can go. We emphasized the staggering rise in food pantry usage in recent years and the critical need for community support to address this pressing issue.
Making Waves in All Levels of Media
With our narrative in hand, we embarked on a strategic media outreach campaign, targeting a diverse array of media outlets to maximize our reach. A strong PR strategy doesn’t emphasize just one – or even a handful of media contacts – but rather a comprehensive list of journalists.
It’s not enough to just send a PR pitch to the local paper and call it good.
At Grand River Agency, our proprietary list of media contacts include rank-and-file journalists, editors, producers and other decision-makers from local newspapers and radio to regional TV powerhouses and national aggregate sites. In targeting the hierarchy, we stand a greater chance at influencing coverage with reporters looking for “a scoop” that day and newsroom leaders who direct news production.
Within hours of publicly announcing the campaign, our press releases and pitches had captured the attention of news media outlets including:
- The Buffalo News
- Olean Times Herald
- TapInto Olean
- Bradford Era
- Solomon’s Words for the Wise
- Ground News
- Many radio & television stations
Additionally, the PR secured a lead story that evening on Buffalo’s NPR station, further extending the campaign’s reach beyond local eyes and ears. Each publication either ran the press release in its entirety or expanded upon food insecurity in Western New York and the importance of community support.
Building Buzz & Momentum
Initial media coverage generated by Grand River Agency’s public relations efforts helped to build buzz and momentum around the Olean Food Pantry’s $1 Million Fundraising Campaign. It quickly drove increased visibility and support for their cause, laying a foundation for future press releases, op-ed pieces and other media outreach to be received favorably.
The community dialog is now launched with Olean Food Pantry strategically positioned as a thought leader in the War on Hunger. It further solidified the organization’s brand reputation as a trusted and impactful charity.
Expert Public Relations for Nonprofit Clients at Grand River Agency
At Grand River Agency, we’re passionate about using our media relations prowess to benefit nonprofit clients and promote fundraising initiatives that make a difference. Expert public relations are a powerful tool to supplement a well-rounded professional communications strategy.
We’re committed to helping our clients achieve their goals through strategic storytelling and media outreach. OFP’s fundraiser is just one case study on what we can do for your organization. Whether you’re launching a new initiative, raising awareness about an important cause, or seeking to engage the community in your mission, Grand River Agency is here to help.
Contact us here and let’s get to know each other.
President and Founder, Grand River Agency
With over 19 years of diverse experience in print journalism, digital media marketing, and nonprofit administration, Kelsey Boudin founded Grand River Agency (formerly Southern Tier Communications Strategies) in 2020. The agency specializes in offering contract-based strategic communications, content marketing, grant proposals, website design, and public relations services to small businesses and nonprofits. Kelsey’s career spans roles as an editor, content creator, and grant writer, reflecting his expertise in leading successful digital marketing campaigns, securing funding, and executing various projects.
