HOW TO
CROWDFUNDING CAMPAIGN
WRITE A PRESS RELEASE
If you’re launching a crowdfunding campaign then sending a well-crafted press release – to the right people, at the right time, with the right information – can increase the number of donations you receive. So, what do you need to know?
What is a press release? A press release is a piece of communication directed at media outlets to announce something newsworthy. Press releases are usually sent to journalists at newspapers, online media platforms, radio stations or television networks. Consider who you want to reach
as this will determine which publications you target and how you address them. For example, if you are crowdfunding towards a new science lab, you might send information to national science journals as well as to local radio stations and newspapers. Ideally you want the hyperlink
to your campaign page to be easily clickable for potential donors, so digital media outlets should be
24 SUMMER 2018 FundEd
your primary target. But local papers can be a valuable way of reaching an older (and often more affluent) audience, who may well have past connections to your school. Add a link or button to the homepage of your school’s website as people are more likely to search for the school than type in a long crowdfunding address link.
When should I send my press release? Don’t send your press release when your campaign is on 0%! People are more likely to donate when a project has momentum and looks likely to be successful. For that reason, an ideal time to send your press release is when your fundraising campaign has already reached around 21% of its target. However, it is worth
contacting print publications in advance to request details of their schedules – monthly magazines will need content at least three weeks before publication, and newspapers ideally at least a week before going to print.
What should I include in my press release? Journalists receive tons of press releases a day, and will likely only skim-read the opening sentence, so you should keep your press release short (no more than one side of A4) and punchy, and aim to convey the essence of your story in the first paragraph. Avoid making any political comment and keep your language active and positive.
SUBSCRIBER EXCLUSIVE!
FundEd subscribers can read more crowdfunding guidance online, including Build a Support Base and How to use Social Media. Simply log into the website at
funded.org.uk/ crowdfunding.
IMAGE: MICROVONE/
ISTOCK.COM
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