As we know, new media and social media—digital content—is vital for today’s world. The most successful partners who team with us on our shoe drive fundraisers work digital media well. But there’s also something else that they leverage. And that’s traditional media. You may be asking, what is traditional media? While it may seem to be a bit old school, traditional media consists of printed newspapers, magazines, radio, television, and magazines. Moreover, this content still sells and attracts an audience.

So, why is traditional media still important? One of the reasons is that consumers still trust what they read in print. Another point you should keep in mind is that the coveted group, 18 to 23 year-olds, find reading print easier than digital. Sure, while digital is essential, your nonprofit should also consider traditional media. In today’s world, a lot of what gets published in print also gets published digitally.

So, it’s great for exposure in old news and new media outlets.

We want to share a few recent examples of partners across our brands with you that succeeded in leveraging traditional media’s power.

So, let’s dig in a little more and consider why you should also consider doing it for your marketing efforts.

Why the Public Still Cares About Traditional Media

As we discussed earlier, some people prefer traditional media over consuming everything digitally. For example, you have people who still like to purchase a printed book than reading one on a tablet. But, other reasons exist for these preferences. Pop-up ads have become commonplace. When people are reading content, especially in long-form, they don’t appreciate pop-up ads. It isn’t enjoyable, and it breaks the flow of reading content.

For nonprofits in need of promotions, traditional media could serve as a complement to your digital content. As marketers know, they have to get their brands in front of people. Usually, it takes at least 8, if not 11, impressions for someone to convert. In other words, someone has to see your information nearly a dozen times to move to take action.

So, traditional media is an excellent way to complement your digital efforts. Moreover, if people happen to watch the local news and see your nonprofit, the one they saw earlier on social, they’re going to remember. Again, the more they see your brand, the more familiar they become. And the more familiar they become, the higher the chances they’ll take action.

As we know, most nonprofits in the U.S. are small. They don’t have large budgets. And because of it, many operate in a single town or city. Traditional media is excellent for helping groups to target audiences geographically. They’re also more transparent than lots of social on who see any advertising or story.

How can you leverage old media for your nonprofit?

Now that we’ve answered the question, what is traditional media, and why you should do it, let’s explore how to leverage it for your nonprofit. The following tips will help you pitch media and raise awareness about what you’re doing.

Give News Outlets a Reason to do a Story

One of the first things you want to know is that nonprofits have a story to tell traditional media. Local newspapers and television channels care about human interest stories. So, your organization should look at your fundraising campaigns, for example, and decide to pitch your story to the news.

Coordinate All Media So It Compliments Everything

As we mentioned, it takes people time to connect what they see, your brand, and taking action on all forms of media. So, you want to make things memorable. If you’re doing any advertising in local printed papers, add the URL to your site. Also, make it a point, as you do on your online advertising, to create a call-to-action.

Understand How to Write a Compelling Media Pitch

Writing a media pitch is a bit of art and a bit of science. In other words, you need to know how to do it, and it takes a bit of practice. One of the critical things is that you want to make sure you’re concise and to the point. Remember, this isn’t creative writing. For information on how to write a media pitch, check out this JustReachOut article.

Your Subject Line Has to Be Strong for Media Attention

Now that you know how to make a great pitch to the media, you’re ready to send your pitch to a reporter. That’s awesome. As you know, the aim is to have your email opened, so make sure to write a solid and compelling subject line. Prowly created a good piece for you to understand how to develop a strong subject line.

Get Your Social Accounts Onto All of Your Advertising

Even if you decide to give traditional media a try (and you should), you want to make sure you give people your social and digital brand information. So, if you’re doing advertising, don’t forget to include your social usernames. If you happen to get interviewed, make sure to mention how people could find you (e.g., website URL or social media page).

In conclusion, traditional and digital combined are a potent combination. If your nonprofit is looking for more ideas about getting good at storytelling, check out How to Tell Your Story in One Paragraph. Also, take a look at Storytelling Through Digital Marketing, which includes a free webinar you could view and the accompanying deck.


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