DIY Founder: The Power of Media Coverage
One of the biggest mistakes nonprofits make? Not prioritizing media coverage for their programs and events.
Whether it's your launch event, annual fundraiser, community workshop, or advocacy campaign, every event is an opportunity to tell your nonprofit’s story, build credibility, and solidify your impact in the public eye. But if you don’t capture it properly, it’s as if it never happened.
Why media coverage is essential for nonprofits.
Your events are proof of impact.
Most nonprofits don’t have the luxury of constant programming—especially in the early years. If you’re only hosting a few key programs per year, the content you capture needs to sustain you between programs. This might be your only opportunity to show the world (and funders) what you do, so make it count.How to build social capital:
It’s an opportunity to control your narrative.
If you don’t tell your story, someone else will—or worse, it won’t be told at all. Media coverage ensures that your mission and the impact of your work are framed accurately and compellingly. You want people to walk away with the right understanding of your work, and visuals help solidify that message.
It makes your beneficiaries & community feel seen.
Representation matters. If your nonprofit serves a specific community, make sure they are the ones featured in your content. Without real photos and videos of the people you serve, you’ll be stuck using generic stock images that don’t reflect your true impact.
Why media has always been my biggest investment.
For most of my events, the biggest expense is always media coverage—and for good reason. Photos and videos aren’t just content; they are your nonprofit’s visual legacy. When I started NotJustYou, I knew that the moments we were creating needed to be captured with intention, because they weren’t just memories—they were marketing tools, credibility builders, and evidence of our work.
Long after the event ends, the footage remains. It’s what potential funders, partners, and community members will see when they visit your website or social media. I never hesitate to put money into hiring great photographers and videographers because I know that high-quality visuals give our nonprofit the legitimacy it deserves.
When planning any event, I always ask myself: If I don’t capture this well, will people believe it even happened?
Avoid the “Stock Image Trap”
If you don’t document your event properly, you might find yourself relying on stock images for months (or even years). And let’s be real—stock photos don’t tell your story.
Having real images of your team, your community, and your impact:
Builds trust and credibility
Helps funders and supporters connect with your work
Gives your nonprofit a recognizable identity
How to secure media coverage for your nonprofit.
1. Hire or recruit a photographer & videographer
If possible, invest in a professional. High-quality images and videos will serve you long after the event is over.
If budget is an issue, find a volunteer photographer or a media student looking to build their portfolio.
Capture a mix of candid and posed shots—people engaging, speakers presenting, audience reactions, and group photos.
2. Create your own content for social media & your website
Assign a team member (or volunteer) to capture Instagram Stories, TikToks, and live updates.
Take behind-the-scenes footage—people love seeing the process, not just the polished result.
Collect testimonials—ask attendees and beneficiaries to share their thoughts on video or in short written quotes.
3. Reach out to local media
Send a press release to local newspapers, radio stations, and TV news channels—many are actively looking for community stories.
Connect with journalists who cover nonprofit, community, or human interest stories and invite them to attend.
Offer a compelling human story—media outlets love emotion, impact, and personal testimonies.
Final thoughts: media is your organization’s memory.
Your nonprofit’s programs and events don’t just serve a purpose in the moment—they live on through the content you capture:
They help attract future funders and donors.
They provide content for your website, social media, and reports.
They create momentum for future community engagement.
So when planning your next event, don’t just think about logistics—think about how you’ll document it.
Because if a nonprofit does meaningful work but nobody sees it, did it even happen?
By investing in media coverage, you ensure that your nonprofit’s impact isn’t forgotten—it’s amplified.
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