November 14, 2008 | Read Time: 1 minute
Last month, the Environmental Investigation Agency scored a publicity coup. The New Yorker magazine published a feature about the Washington charity’s efforts to stop illegal logging, filled with detail and intrigue culled from a year’s worth of reporting.
Now, the group is trying to turn that positive news-media attention into donations. Vincent Holmes, the charity’s donor manager, says the article has provided an “entree” with new donors, and given the group a reason to get in touch with past supporters.
“Because it’s so prestigious, it can be a nice door opener,” he says. “We get other media coverage but this article is really in a class by itself.”
Mr. Holmes says he is reaching out to foundations that do not accept unsolicited applications — but do support forest-protection efforts or other environmental issues — by sending a letter of introduction mentioning The New Yorker‘s depiction of the organization’s successes.
The Environmental Investigation Agency is gearing up to send out an online and direct-mail appeal to people who have not supported the charity, but have signed up online to receive information about its work. The appeal will point readers to The New Yorker coverage.
The group is also pondering an event in New York, perhaps in conjunction with the magazine, that would focus on threats to the world’s forests.
Among the other ways the group is using the publicity:
– Highlighting the article, as well as radio and video interviews with the author, on its Web site.
– Referring to the article in online and print advertising.
– Including the article, along with other press coverage, in packets sent to prospective donors.
How have you used positive news-media coverage to your advantage? What recommendations would you have for the Environmental Investigation Agency?
