Over the past month at Prosek, our New York and Connecticut offices participated in the Sterling House Thanksgiving Gift Baskets drive and the New York Care’s Winter Wishes program. Both causes help those in need have a special holiday season and put people in the holiday spirit.
And, there’s something about the holiday spirit that puts people in the giving mood. That’s good news for charities since according to Charity Navigator, the online fundraising platform Network for Good reports 30 percent of annual giving is processed in December.
This is also the time when the media is interested in covering feel-good stories. These stories can introduce charities to a new audience, driving awareness and donations. Charities can lengthen the impact of these stories even once the holiday attention has died down. Below, we outline three ways charities can capitalize on the positive media attention all year long:
1) Build your network
If reporters approach your organization for holiday stories, make sure to build a relationship with them. Exchange business cards and keep their information on file so you can reach out to them with future announcements. To take it one step further, set a date to meet for coffee and discuss how you can best work together.