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Holiday Cards: Forging Relationships with Reporters

By on Wednesday, December 14, 2011
This holiday card by Pasado’s Safe Haven shows a rescued pup

It’s the holiday season and many nonprofits sent out weeks ago their infamous “end of the year” fundraising appeal letters, aiming for last-minute holiday donations from well-wishers (who also don’t mind getting a tax write-off). Many nonprofits focus on end of the year fundraising, but have you ever considered the value of simple holiday cards for relationship-building with reporters?

I’m always surprised when I encounter nonprofits that don’t send out holiday cards. Some view them as a stodgy antique from the past, or as a luxury they simply can’t afford (after seeing what the larger nonprofits do when they specially order holiday cards with their logos and program images and lamenting that they could never afford anything half as nice). The big boys have a point – holiday cards can help nonprofits build relationships with donors, the media, supporters, and partners.

For some nonprofits, a holiday card image can be a great opportunity to be a little playful with your mission and cute – in a way that nonprofits often can’t be. Even if you don’t have a big budget – printers today have more options for customizing cards – including simple layouts where you can pop in your logo. While it’s better to send a card that reflects your nonprofit’s mission and work – even just a regular box of Hallmark cards will work just fine. Pick something in tone with your organization and its work.

As a public relations professional who works with a number of reporters on behalf of nonprofits – I see a lot of value in sending holiday cards from the nonprofit to the reporters they’ve worked with throughout the year.
I constantly remind nonprofits – media relations should be about forging long-term relationships with reporters. Sending simple holiday cards are an easy way to foster and build those relationships.

It’s rare in our society today, that people hear the words “thank you” and sending a card is a great way to express your gratitude and wish them a happy holiday season. Many people today only get holiday cards from vendors selling services, not people who just want to say thanks for support or help.

The holiday card is a great opportunity to thank reporters, producers and others who have helped the agency throughout the year. Conveniently, it also reminds reporters about your organization and what you are about. When they return to their office after New Year’s – there your card will be – hanging in their cubicle in the newsroom – a reminder to call you about that story – and a reminder that you are a decent person who knows how to say thank you – and isn’t just in it to sell them another story.

Keep what you write in the card short and sweet – thank them for their help this year and wish them a happy holiday season. This is no time to pitch a story, followup on a call, request a donation, or ask for a correction. Just be neighborly and gracious.

And yes, some people did already send out their holiday cards this year and it’s December 14th today – but you still have time for this year to send out a few cards to reporters you want to thank. You don’t have to do a lot – just send a handful to people you worked with this year on stories.

A number of nonprofits also raise money (and awareness) by selling holiday cards for supporters to mail out to friends and family. The card shown above by Pasado’s Safe Haven shows a rescued pup wearing a fun Santa hat, and they sell these cards to raise funds and awareness. Don’t forget to mark your calendar for next year’s holiday cards – so you can get started earlier if necessary.

Everyone wants to know what you think.

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