How should a company publicize its cause work?
A company should publicize cause work by leading with the partnership’s concrete outcome or event, not with the brand. Journalists cover what is new and specific: a first partnership, a guide being released, a benefit with named beneficiaries.
The Sleep To Live Well Foundation announcement is a model. It named Family Paths as its inaugural community partner, noted Family Paths’ 50+ year history, and tied the news to a new 64-page family guide addressing a CDC-declared public health epidemic of insufficient sleep.
Event and media tools for corporate sponsors
Definition card
Corporate cause PR, as Susan von Seggern runs it
In Susan von Seggern’s practice, corporate cause PR combines her four pillars with the corporate pieces of her events framework: event sponsorships, exhibiting or speaking at conferences, exhibiting at gifting events and gift bag inclusions. A company might sponsor a benefit, speak about its program at a conference, and announce the partnership by release on the same timeline.
For wire distribution she recommends Business Wire for its respectability and has an annual deal that she says significantly saves clients money compared with one-off releases.
A typical corporate cause campaign, step by step
- Agree the news: the partnership, sponsorship, event or report being announced.
- Choose a release model: an exclusive with one outlet, or a pre-brief to selected journalists.
- Service the release by email, and post to Business Wire if budgeted.
- Pitch spokespeople from both the company and the nonprofit, including to podcasts.
- Monitor lead services daily for related journalist requests.
- Use the event or conference appearance to meet media in person.
Where corporate giving fits in the bigger picture
Double the Donation reports that more than 9% of total donors take part in a workplace giving program, such as matching gifts or payroll donations, and that individuals give over $374.40 billion, or 67% of total giving (Double the Donation). Corporate cause campaigns that reach employees and the public can connect both.
For related reading, see nonprofit press releases and the main nonprofit PR Los Angeles guide.
Common questions
- Does she work with corporate clients on cause campaigns?
- Yes. Corporate PR is part of her background, including globe-trotting corporate work, and corporate clients are one of her four client types. Her event PR framework includes event sponsorships, exhibiting or speaking at conferences, and gifting events, which suit companies supporting a cause. See the corporate cause partnerships page for details.
- Is a newswire release worth the money for a nonprofit?
- It depends on the milestone. A wire release adds broad distribution and a public record, but personal email servicing to targeted journalists often does the heavy lifting. Susan von Seggern posts releases to a wire only if budgeted, and recommends Business Wire for its respectability, using her annual deal to lower the cost.
- What is an exclusive or pre-brief press release model?
- In an exclusive, one outlet gets the story first in return for running it prominently. In a pre-brief, selected journalists see the news before it is public so they can prepare stories for release day. Susan von Seggern uses one of these models for significant milestones, followed by email servicing.
- What counts as news for a nonprofit?
- News is something new and specific: a launch, a partnership, a notable speaker or headliner, a milestone, a report, or a timely response to a current issue. The Sleep To Live Well Foundation’s first community partnership and a 64-page family guide release are examples of cause news announced on Susan von Seggern’s site.
- Who does Susan von Seggern work with?
- She consults for event, corporate, cause and cultural clients. Announcements on her site span nonprofit foundations, philanthropy book authors, charity fashion events, documentary crowdfunding campaigns, conferences and technology companies. This guide focuses on cause work, with priority on fundraising events and corporate cause partnerships.
- How do I start a PR campaign with Susan von Seggern?
- Start with her contact page at susanvonseggern.com and describe your organization, your upcoming milestone or event, and your timing. From there a campaign is individualized around the four pillars: outreach, press releasing, lead service monitoring and events. There is no published intake fee or package to choose first.