I still can remember the first time a Christian non-profit I was working with landed big media coverage in USA Today. Their leadership was excited, but I knew the opportunity was far bigger than just the article itself. It was important for them to realize that “This coverage is great, but it’s only the beginning—what we do with it next will amplify its value.” That being said, if your Christian organization is earning valuable media attention, here are five ways to maximize it.
1. Share on Social Media and Engage Your Faithful Followers
When a story about your work surfaces in the media, get it in front of your audience on those platforms. Don’t just post a link—invite your supporters to take part in the conversation. Ask them to pray for the results or share their personal stories of the impact your work has had. That kind of engagement strengthens connections with your stakeholders.
– Social media is where your followers can share your news with their contacts, and when you create a dialogue, the story goes beyond the outlet—it moves on and reaches more people.
2. Donor Communications: Share the Success
Your supporters are invested in your mission. Intentionally put them first to hear the exciting news of any positive media coverage. Frame it as a testament to God’s faithfulness and their financial support. Their involvement makes them a big part of the beneficial attention in the media.
– The fact is that donors respond when they feel appreciated and are able to directly observe the fruit their contributions are bearing.
3. Prominently Feature it on Your Website
When someone visits your website, it should be evident that outside parties are recognizing you, especially that the media is publicizing your excellent work. Create an “In the News” section where you list links to your media hits. It builds credibility and exhibits that your mission is impacting others beyond your internal community.
– When you have an established media name on your site, it’s like a badge of honor, proving that your work is making “headlines.”
4. Leverage It for Thought Leadership
Media coverage positions your organization and leaders as experts. Share that content with church leaders, Christian influencers, and your peers. Use positive reflections of your authority to open doors for speaking engagements and partnerships.
– I’ve seen how media can provide non-profits with a voice that resonates far beyond their immediate circle, merely by being recognized as a leader in their niche.
5. Send Out a Follow-Up Press Release
– Does the media coverage lend itself to an “encore” presentation? Issue a follow-up press release on related news items from your organization. If it is news of an annual event, make sure to mark your calendar to publicize it again next year. You will often see non-profits with annual events getting publicity year after year because the media enjoys covering it each time.
– Mostly importantly, be sure to appreciate the reporter who covered your organization. I’ve repeatedly witnessed how good manners garner satisfactory media relationships and can increase positive representation of your Christian non-profit.
I’ll never forget that first non-profit client—they thought that one article was the big win. But after we leveraged it across platforms and communities, its impact multiplied beyond what they’d ever imagined. The president of the organization also noted that the publicity that first year prompted significant increases in donor dollars. In one case, there was a five-figure contribution from a new supporter. Coverage is just the start. With a plan and intentionality, you can turn it into further progress for your organizations, including more funds to expand your ministry.
