Before your press release can be distributed, it must be written. At FundRaisers.Com, we know what we respond to. Our founder, Annie Van Bebber subscribes to the “less is more” philosophy when it comes to press releases. Van Bebber likes press releases that intrigue her and leave her wanting more. She says, “If all the questions have been answered, I usually don’t pick up the phone and inquire further.” Remember, Press Releases are all about attracting the attention of journalists and writers so that you get a story or a mention.

Market Wire offers a guide titled simply, “Writing a Release.” It walks you through eleven steps and concludes with a “Do” and a “Don’t.” Nonprofit marketers would be well advised to learn from the pros at Market Wire. Their suggestions are the result of handling thousands of press releases a day. They know which one’s work…and which ones don’t. (See link at end of article)

Once your Press Release is written, the work has just begun. Even the most articulate, fascinating, provocative, and timely press release is useless if nobody reads it. Media outlets are notoriously fluid; constantly in flux. As a professional press distribution service, Market Wire employs personnel that monitor media outlets and maintain up-to-the-minute databases of editors, publications, broadcasters, freelancers, and institutional journalists. They know which magazines cover specific areas of content, which beats are assigned to individual editors and writers, and when to focus distribution resources on local markets and when to provide nationwide coverage.

Nonprofit organizations can customize their distribution packages, selecting from a variety of geographic locations and categorized content areas. Market Wire does not offer a “one size fits all” program. Their approach is as unique as the organizations they distribute press materials for. They are even able to customize press materials with enriched graphics, video, audio, and professional typographic design.

Because Market Wire provides a wide variety of services, there are a number of variables used in calculating the costs of their services. They maintain complete confidence in their relative affordability. A graphic representation comparing the costs of their services with other press distribution services is provided on their website. To ensure apples are not being compared with oranges, their comparison chart includes a checklist of services included in specific price packages. (See link at end of article)

We, at FundRaisers.Com, love grassroots fundraising efforts. We applaud the “Let’s Put on a Show,” approach propagated by Mickey Rooney and Judy Garland for local charitable events. We could never adequately express our immense appreciation of volunteers filling shoes that are two sizes too big for them. We love do-it-yourselfers. But, when it comes to publicizing the homegrown efforts of nonprofit organizations - whenever possible – trust seasoned professionals, like Market Wire.

Successful media coverage provides visibility and awareness that few nonprofit advertising budgets could afford. Market Wire’s services produce results. They’re professional and cost-effective. Borrowing from a well known advertising campaign, we’d like to point out: The cost of an ink cartridge – thirty five dollars; the cost of a piece of paper – two cents; a blitz on mainstream media resulting in widespread coverage – Priceless.

-- DeWayne Lumpkin

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