Fundraising campaigns thrive on visibility. The more people know about your situation, the greater the chance that they will support your crowdfunding campaign financially. Targeted press relations can help you raise awareness of your campaign and attract more donors. Here you can find out how to do this and what is important to bear in mind.
Why Are Press Relations Important for Crowdfunding Campaigns?
The media have enormous reach and create trust. When a newspaper, online magazine, podcast or radio station reports on your campaign, it is taken more seriously by potential supporters. Working with the press is particularly worthwhile for larger crowdfunding campaigns (5,000 euros or more). It also allows you to reach a large number of people, move them with your story – and some of them will donate.
But beware: journalists work under intense time pressure and receive many press releases every day. Your story must therefore be particularly relevant and well prepared. A clear, not too complex message and an interesting story are essential to stand out from the crowd. You should also focus on those for whom your story is relevant. More on this later.
What Should I Bear in Mind when Contacting Journalists?
Journalists may also become aware of the fundraising campaign on their own initiative, e.g. in the event of a house fire, a crime, etc. Regardless of how the contact is established, you should bear the following in mind:
1) Key Messages and Personal Questions:
These are often very personal issues. Remember that you do not have to answer any questions that make you feel uncomfortable. You can respond with ‘that is not the topic I want to discuss in this interview’ and return to the message that is central to you and your crowdfunding campaign. Think of three main messages that you definitely want to convey in advance.
2) Ask Them to Include the Link:
The aim of press work is to let people know about your crowdfunding campaign and make it easy for them to donate if they want to. It is therefore very important to ask the journalist to make the link easily accessible to readers or listeners. People may want to see how much has been donated so far, or they may be moved by the story and want to contribute. Everyone who is in contact with journalists – campaign starters and supporters – should be aware of how important it is to include the link, otherwise even those who want to donate will not be able to do so.
Depending on the medium, the link to the crowdfunding campaign can be embedded in various ways:
- TV: Ask to film the donation page, e.g. on the campaign initiator's mobile phone, in live shows: ask to name and spell the link or display it on screen
- Social media: Ask to share the link in the story or mention it in the caption text
- Radio: Ask them to mention and spell out the link, or do it yourself.
- Printed newspaper or magazine: Ask them to print the link. Sometimes journalists will take a photo of the campaign starter holding their mobile phone with the donation page on display.
- Online articles: Ask them to link to the donation campaign or embed a social media post by the campaign initiator that includes the link, as in this example from the Bayreuther Tagblatt:
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3) Short Link:
To ensure that the link to the campaign can be embedded and is accessible to interested parties, it should not be too long. It is therefore advisable to shorten the link to the donation campaign. You can change the link in the admin area of your campaign under ‘Campaign link’. It is also good if it has a motivating effect, such as GoodCrowd.org/Gemeinsam-fuer-Mariam. This encourages readers to take action. Since people may have to type in the link, the rule of thumb is: the shorter, the better.
When Is the Right Time for a Press Release?
Not every campaign is newsworthy from the outset. A good time for a press release is when you have already reached a certain amount of donations – for example, €1,000. This shows that your project is well received and could be interesting to the public.
Other suitable occasions are:
- A special promotion or event as part of the campaign
- Support from a (possibly regionally) well-known personality or a local institution
- A relevant theme day that fits your campaign and is covered by the media, e.g.
- International Day for the Elimination of Violence against Women
- World Refugee Day
- International Day of Persons with Disabilities
- International Human Rights Day
- Trans* Day of Visibility
What Makes Your Campaign Interesting for the Press?
Not every news item is relevant to the press. To attract attention, your campaign should:
- Tell an emotional story: People love stories that move and inspire them.
- Have a current relevance: Is there a current social issue that is related to your campaign? If so, mention it in the press release. For example, quote an expert on the topic who clearly explains the social problem behind the campaign.
- Be locally relevant: Regional media like to report on projects and events in their area, such as a house fire.
Get active: Start your social crowdfunding now!
How to Put Together a Press E-Mail List
To send your press release to the right people, you need a press distribution list. We explain what you need to bear in mind:
- Research relevant media: Which newspapers, online magazines, radio stations, podcasts or blogs report on your topic?
- Find the right contact persons: You can usually find the contact details of editors on the media websites. Otherwise, it is also worth calling and asking who would be most suitable for your story.
- Use social media: Many journalists are active on LinkedIn, Instagram or Bluesky. A brief, personal contact can open doors. You can ask for a contact address via direct message or suggest your story in a short version directly via social media.
- Involve networks: Perhaps someone in your circle knows a journalist? Recommendations often help.
Writing the Perfect Press Release
A press release must be concise, informative and appealing. Make sure it has the following structure:
- Headline: Short, concise and intriguing.
- Teaser: Answer the most important questions (who? what? when? where? why?) in three to five sentences.
- Main section: More detailed explanation with quotes and background information.
- Conclusion: Call to action, i.e. a call for support with a link to the campaign. This could look like this, for example, adapted to the respective medium:
Viewer/reader/listener service: Your listeners/readers/viewers can find further information and the current donation total at [LINK TO THE CAMPAIGN]. We kindly ask you to link/mention/print the link in your coverage of the crowdfunding campaign as a service to readers who want to find out more.
- Interview offer: Who is available for interviews?
- Contact: Provide a contact person with telephone number and email address.
Guide with Real Examples and Template
Want more support? In our press guide, you will find sample press releases for real campaigns on our platform. We have also created a template for good press releases that all starters can use for themselves. You can find all of this here for download.
Pro Tips:
- Send the press release directly in the email text, not as an attachment. Emails with attachments often end up in spam automatically.
- Make sure you use a professional sender address (e.g. firstname.lastname(@)emailprovider-domain.de).
- Keep the subject line of the email short and exciting.
- Avoid large attachments – it is better to provide images or further information via a link for download so as not to clutter up inboxes unnecessarily. If you send photos, please make sure they are of good quality.
Build Relationships with Journalists
Especially if you are collecting donations over a longer period of time, it is worth staying in touch. Instead of just sending a one-off message, you should actively cultivate relationships with journalists:
- Stay in touch: Keep them informed about updates to your fundraising campaign. Even if you have already reached your goal, journalists who have reported on your campaign and their readers will be interested to see what happens with the money.
- Show interest: Share or comment on articles by journalists who are relevant to your topic and whose work you appreciate.
- Invite them to events or for an interview: A personal encounter strengthens the relationship.
Conclusion: Press Relations Can Help Your Campaign
If you target the journalists who are relevant to your press release, offer an exciting story and choose the right moment, you have a good chance of success. Because you are offering journalists exactly what they are looking for: a good story for their medium.
The Most Frequently Asked Questions and Answers about Press Relations
1. Why is Press Relations so Important for Crowdfunding Campaigns?
Press relations give your campaign credibility and reach. A report in the media can convince potential donors to get involved in your crowdfunding campaign. It also builds trust when a reputable source reports on your initiative.
2. What Should I Bear in Mind when Contacting Journalists?
Think about three key messages that are important for your crowdfunding campaign in advance. You don't have to answer uncomfortable questions. Just come back to your key messages. The aim is for as many people as possible to find out about your campaign and donate – so be sure to ask them to share the donation link prominently. The link should be short, engaging and easy to remember. Create a short link in the admin area of your campaign.
3. When Should I Send Out a Press Release?
A press release makes particular sense if you have a specific occasion – such as reaching a donation milestone, receiving support from a well-known personality or a thematically relevant day of action. If you choose a day of action, it is best to send out the press release a week in advance.
4. What Should a Press Release Contain?
A good press release should have a concise headline, a snappy introduction with the most important questions (who? what? when? where? why?), a detailed main section with background information and quotes, and a clear call to action. Journalists are also happy to accept interview requests. If you have high-quality photos, you can send them along with a download link.
5. Should I Create Different Press Releases for Different Media Outlets?
Yes, it can be useful to tailor your press release to the specific medium. Regional newspapers are mainly interested in local relevance, while trade magazines appreciate more detailed information about your campaign.
