Help Your Cause Through Local Media

Why local media still matters for fundraising

Raising money for a cause means competing for attention. Thousands of charities and community groups are asking for support at any given time, and cutting through that noise is half the battle.

National advertising is expensive and usually out of reach for smaller organisations. Local media offers a more accessible route. Regional newspapers, local radio stations and community websites are often looking for stories with genuine local relevance. If you can provide one, you may find them receptive.

Coverage in local media can raise awareness among people who are more likely to feel a connection to your cause. Someone reading about a fundraiser in their own town is often more inclined to pay attention than they would be to a generic national appeal.

Building a story worth covering

Journalists receive dozens of press releases and pitches every week. To stand out, you need something that feels like actual news rather than a request for free publicity.

Think about what makes your cause relevant to the local area. Is there a personal story behind the fundraiser? Is a local person doing something unusual or challenging to raise money? Are you responding to an issue that affects the community directly?

Local media tends to favour stories with a human angle. A sponsored walk is more interesting if the person doing it has a reason that readers can relate to. An event becomes more newsworthy if it brings local people together in a visible way.

You do not need to manufacture drama. A straightforward story told clearly will often do better than something that feels forced or exaggerated.

Your situation may be slightly different. ask a question below ↓ and our editorial team will reply with our advice.

Writing a press release that works

A good press release makes a journalist's job easier. Keep it short, factual and to the point.

• Put the most important information at the top: who, what, when, where and why.
• Write in plain language. Avoid jargon or overly promotional wording.
• Include a quote from someone involved, but keep it natural rather than corporate.
• Add contact details for follow-up questions.
• If you have a decent photograph available, mention it or attach it.

Send your release to the right person where possible. Many local newspapers list contact details for their news desk or specific reporters on their websites. A targeted email will usually get more attention than a generic one.

Making the most of any coverage you receive

If a local paper or radio station does feature your cause, make the most of it. Share the coverage on your own channels, whether that is social media, a newsletter or your website.

Thank the journalist or publication publicly if appropriate. Building a good relationship with local media can help if you run future campaigns or events.

Keep in mind that one piece of coverage may not transform your fundraising overnight. Local media works best as part of a broader effort. It can raise awareness and lend credibility, but you will still need to follow up with direct outreach and clear calls to action.

For guidance on charity regulations and fundraising rules in England and Wales, the Charity Commission and the Fundraising Regulator both provide useful resources on their websites.