Cuts to the social safety net have pushed nonprofits to their limits.  Populations who were already in need of their services face seismic challenges, such as a wage gap that grows larger by the day. Nonprofits are being asked to fill these gaps while operating on increasingly tight budgets. All of this makes publicity for your organization’s work all the more important. Traditional mediums like newspapers, TV and radio will continue to have a place in public relations, but audiences are increasingly diversifying their news consumption and turning to new media. 

According to Pew Research Center, half of U.S. adults get their news from social media. Beyond X, TikTok and Facebook, audiences are also flocking to podcasts and online newsletters to stay up to date. Momentum does not advocate abandoning traditional media outreach, but it is no longer the sole way to reach people eager to help a cause.

The new media landscape is vast and overwhelming. It can be difficult to know where to start. In our experience, the outlets that have had the biggest impact on our clients are podcasts, online newsletters (like Substacks) and social media influencers. 

Podcasts

There are now over 4.5 million podcasts globally. Clearly not all will be a fit for every nonprofit, so the first step is to find the shows that reach your audience. Most likely you will be interested in breaking into the big podcast players, like Joe Rogan or Ezra Klein. Those hosts have massive, built-in audiences but, just like how placements in legacy media may not necessarily reach your target audiences, niche podcasts can be more effective in reaching engaged audiences. It’s also not exactly a breeze to get onto one one of these high-profile shows.

When you reach out to a podcast you should:

  • Pitch the producer when possible. In most cases, they are the ones who go to the host with ideas on who to book on the show.
  • Offer a compelling story, unique data point, or an expert who can teach listeners something they can use immediately.
  • Provide prep materials such as an episode outline, suggested questions, short bios, and clear takeaways for listeners.

Online Newsletters

From The Associated Press to The Washington Post, traditional media outlets are cutting staff. Online newsletters continue their work. For well-established reporters, these platforms are the perfect spot to reach their readers and establish their own personal brands. Online newsletters often contain traditional reporting but can also be more opinion-oriented, making them ideal if you are willing to take strong stands on controversial issues.

Here are items to consider when pitching an online newsletter:

  • If the online newsletter features contributions from outside authors, pitch a contributed article on a topic relevant to their audience.
  • Offer to promote the interview on your organization’s social channels. This can be especially attractive to up-and-coming writers.
  • Make it clear that you have followed the writer’s career trajectory by referencing previous works prior to their online newsletter.

Influencers

If social media is the wild west, influencers are the deputies. As the name suggests, they have tremendous influence on the audiences they reach. That makes them the perfect vessel to deliver your message. Working with influencers doesn’t come cheap but, if you have the budget, you could end up reaching an active audience.

When recruiting influencers you should:

  • Do your research to find influencers that speak to the audiences you want to reach. Make sure to vet their content to ensure they align with your brand.
  • Find an influencer with a personal connection to your cause. They may be willing to lower their standard fees to do work close to their hearts.
  • Set a budget that aligns with industry standards.
  • Onboard the influencer with your messaging and brand standards. Create a posting schedule that matches with your internal objectives (i.e., a fundraiser).

The Bottom Line

Nonprofits must meet audiences where they are and these days, that’s online. Traditional outlets remain vital for credibility, but expanding into podcasts, online newsletters and influencer partnerships multiplies pathways to action and opens the door to new audiences who may be eager to support your cause.