Mainstream Media Discovers Philanthropy:
How you can Take Advantage of the Spotlight
By Tricia McKenna, 6/6/07

When Warren Buffett announced last June that he would be gifting his fortune to the Bill and Melinda Gates Foundation, it was not only a watershed moment in the world of philanthropy but a profoundly significant event in the public relations and media industries. For the next week, every major news organization turned the spotlight on the philanthropic sector. Fortune magazine broke the news with an exclusive interview with Buffett, NPR ran a multi-program series on the impact of the gift, and the Wall Street Journal and many other national publications gave the story front-page coverage.  One would expect such a media response to a $30 billion gift announcement.
 
But then something out of the ordinary happened. The media didn’t stop reporting on the philanthropy space. In our world of information overload and 24/7 news reporting, the mainstream media didn’t let new headlines distract them from taking a good hard look at philanthropy. In the weeks and months following the Buffett/ Gates announcement, the media’s coverage increased in both quantity and fervor. Reporters dissected every aspect of the news: what it would mean to children in Africa, what effect it would have on stock prices, and the significance of major gifts on 21st century philanthropy.

This increased coverage of the sector has not stopped with the Buffett/Gates gift. The media is picking up on renewed interest in philanthropy and in the intersection of philanthropy with business, government, and nonprofit service providers. As reported by Tom Watson in onPhilanthropy, celebrities and leading consumer brands are jostling for space on front pages and prime time viewing. Publications including BusinessWeek, the Wall Street Journal, and Financial Times have all recently added philanthropy beat reporters or expanded coverage of the sector. And a 2006 FoundationWorks study found that coverage of philanthropy has increased since 2000, paralleling an increase in foundation assets and grants. 

This changing media landscape creates new opportunities for philanthropies to tell their stories, and in doing so, make a new kind of contribution to the future of giving. Here are a few reasons why foundation professionals might today consider a media relations strategy:

• Telling the Story Supports the Cause

A story about your foundation or its grantees will educate and inform your potential donor-base other foundations with similar funding interests as well as individuals seeking a worthy outlet for their charitable dollars. It is important to remember that in the philanthropy world, the aim of press coverage is not to say “look how great we are,” it’s about showcasing your activities in and among a vibrant community of players, any of which might be inspired to action by your grantees and funding successes.

In 2004, appearances and endorsements by media such as the Oprah Winfrey Show soon made the Lance Armstrong Foundation’s “Livestrong” wristbands ubiquitous.  As their popularity soared, the Foundation reached its $5 million fundraising goal within 6 months. The visibility put the Lance Armstrong Foundation on the map and advanced its mission of increasing cancer awareness and support.

The “Livestrong” wristbands are an extreme example of the power of making your story public. But you don’t need a glossy ad campaign, celebrity friends, or a slew of press releases to make a difference. A few well-timed conversations with the media can put the issues and organizations you care about most on the map. Sustained visibility requires a more strategic, long-term approach. But that’s no reason not to jump in and make your voice heard now.

• Delivering Additional Value to a Grantee

Nonprofits compete for limited media opportunities. Your willingness to help a grantee tell its story can be a major boost to its efforts to secure press. Offer to speak about the specific circumstances of the gift or the grant, providing context and a new viewpoint to reporters potentially interested in telling the story.

If you have media contacts, judiciously open doors when appropriate. The introduction you make to a high-profile reporter could have as much long-term financial impact as your last check. A media story not only raises awareness among key constituencies, but serves as a third-party validation of the worthiness of the organization.

• Consider the Big Picture

Many people agree that it will take the combined effort of philanthropy, business, government, and the community at large to address society’s challenges and create long term impact. Shared learning leads to new conversations, new partnerships, and new solutions. And media is a powerful vehicle for making these connections. 

To that end, sharing case studies of your successes and failures is another important way to leverage the media and to build a more connected and informed philanthropic community. There is no dearth of such anecdotes, just a prevailing unwillingness to share them. Mainstream publications and programs are looking for stories to tell.  Now is a great time to start talking.

About the Author

Tricia McKenna is Senior Account Director at Louder Than Words, a Boston-area PR agency that works with philanthropic foundations, nonprofit organizations and socially responsible companies.
She can be reached at tricia@louderthanwords.com.