Each nonprofit agency has its own unique story. They each have a background that shares their humble beginnings and how they have evolved into what they are today. There are many pieces to this story and when sharing it with others, especially the media it needs to be accurate and consistent. Using a carefully crafted media kit is the best way to do this.
So, what exactly is a media kit? A media kit is a carefully compiled portfolio of pertinent agency information created to share with others, primarily the media for agency publicity purposes. It’s an excellent way to get accurate agency details out in a clear, concise, consistent format.
Let’s talk about what type of information should be included. Stacy Jones with NonprofitPR.org suggests starting with a general introduction page. This should include up-to-date contact information, along with the agency address, phone number, email, website and social media links.
Provide some general background information. This should include the agency cause and mission statement. Next, add agency statistics and facts that represent your activities. For example, share the number of clients you serve and their demographic information. Include information about any annual events your organization holds, and details about how or where people can donate. Feel free to use charts, graphics, photos, and other illustrations of your goals and mission.
It’s also important to share the biographical information of your organization’s leadership team. This is an excellent spot to showcase their expertise and accomplishments. On the final or back page of the media kit, be sure to include your website, address, phone number and contact information again.
A simple, concise media kit can be used during special events, fundraisers, conferences, workshops and community events. Always be sure the information is correct, current and tailored to best serve its purpose. Don’t forget to include it on your agency web site in an easily downloadable file format.
Media kits are an essential public relations tool for sharing key points about your organization. Take advantage of their value and have yours ready to go.
Michelle has been a volunteer with the Volunteer Center of McHenry County for a year serving as a marketing volunteering.