How earned media for nonprofits can strengthen your brand [5 tips]

Nonprofits often rely on storytelling to grow support, and when others share that story on their own, it can be one of your most powerful tools. This kind of visibility, known as earned media, can pay off in big ways.

Whether it’s coverage from a media outlet or a supporter’s post on social media, earned media helps your nonprofit build trust, improve search engine optimization (SEO), and reach new audiences in a cost-effective way. It’s one of the best ways to raise awareness and deepen connections with the people who matter most.

In this blog, we’ll explain what earned media is, how it differs from owned and paid media, and why it plays a key role in any nonprofit media strategy. We’ll also give practical tips to start building your earned media approach to help you grow your impact and strengthen your brand.

What is earned media and how does it work?

Earned media refers to the attention your nonprofit gets when others talk about you without getting paid. It can come from a news story in a local paper, a podcast interview, a social media post from a volunteer, or a shoutout from an influencer who believes in your mission.

What makes earned media so powerful is that it’s trusted. When people see your nonprofit featured by respected media outlets, that credibility often rubs off. They’re more likely to believe in your impact and want to get involved. This type of media is also cost-effective, especially for organizations with limited funds. Instead of paying for ads, you earn exposure by building relationships and sharing meaningful stories.

Another key benefit is longevity. A paid ad disappears once your budget runs out. However, earned media lives on. A good article, podcast episode, or influencer mention can stay online for years. It may show up in search results, get reshared on social media, or get quoted in future stories. That makes earned media a lasting part of your media strategy.

Know the difference: earned media vs. owned or paid media

A strong media strategy uses a mix of earned, paid, and owned media. Each type serves a purpose, and together, they can help your nonprofit reach more people and build trust.

• Earned media: Free coverage from outside sources. Earned media coverage builds credibility and trust because people see it as more authentic.
• Paid media: Any marketing you pay for, like Google Ads, social media ads, and sponsored content. It can drive quick visibility, so use it strategically.
• Owned media: Content you create and control, like your website, email campaigns, donation pages, blog, and social media channels. It’s great for telling your story and keeping supporters informed.

Together, these form the EPO media model: earned, paid, and owned. When used well, they support each other. For example, an ad (paid) can boost a blog post (owned) and then get picked up by a local outlet or shared by a supporter (earned).

Why earned media matters for nonprofits

When trusted sources talk about your work, it sends a powerful message to your target audience, potential donors, and stakeholders: This organization makes a real impact.

Earned media helps increase your visibility without the cost of advertising. It introduces your mission to new audiences, often through success stories, local events, or powerful personal narratives that inspire people to take action.

You can also index earned media by large language models, like those powering artificial intelligence (AI) tools, making your nonprofit more likely to show up in AI-generated results and research. That kind of evergreen presence can expand your reach in ways that weren’t possible a few years ago.

Most importantly, earned media helps you build lasting relationships with your audience, media contacts, and the broader community. It’s about more than raising awareness—it’s about deepening trust and laying the groundwork for stronger fundraising, outreach, and engagement for years to come.

5 tips to build an earned media strategy

Creating a successful earned media strategy starts with clear goals. While fundraising is crucial, earned media can do much more: It can raise awareness, educate the public, and influence policy changes that expand your nonprofit’s impact. For example, an education-focused nonprofit might use earned media to promote campaigns that shift community behavior or support new legislation.

Knowing your audience is equally as critical. Different media outlets reach different groups, so understanding where your supporters and potential partners spend their time—whether that’s Instagram, TikTok, local newspapers, or national news—is key. Remember, hyperlocal press, too, as it often has a powerful influence within communities and can build strong grassroots support.

Use the tips below as a jumping-off point for your earned media strategy.

1. Encourage online sharing of your mission

To generate earned media, start by making it easy for supporters to share your mission online. Add simple calls to action on your website, emails, and campaign pages, like “Share this with a friend” or “Help spread the word.” Also, include sharing buttons on all digital platforms for supporters to post with one click.

Many GoFundMe campaigns gain media attention because people organically amplify them. When your community shares your story, it builds momentum, increases visibility, and catches the eye of media outlets looking for meaningful local content.

2. Get noticed by media

To build earned media coverage, reach out to media outlets with press releases, success stories, and strong visuals. Local and niche reporters are especially valuable, and timely outreach tied to campaigns, events, or awareness days can boost your chances of getting covered.

At GoFundMe, we’ve learned that media success comes from human-first storytelling—real, emotional narratives told from the individual’s perspective. Reporters respond to clean story packages with clear quotes, strong images, and verified facts. During a crisis, like a natural disaster, earned media can also become a key tool for quickly mobilizing support and establishing a trustworthy voice. 

Whether pitching a story or responding to breaking news, be timely, responsive, and focused on impact. That’s what gets noticed and helps build relationships.

3. Empower your volunteers

Your volunteers are often your most passionate supporters, so why not turn them into ambassadors for your mission? Create structured initiatives, like a volunteer speakers bureau, to help them share your work with local schools, community groups, and partner organizations.

Before they go out into the world, train them on your brand standards, messaging, and basic public speaking. These efforts can lead to valuable partnerships, local visibility, and media attention as volunteers help spread your mission through trusted, grassroots connections.

4. Promote peer-to-peer fundraising

Peer-to-peer fundraising is one of the most effective earned media strategies for nonprofits. When supporters fundraise on your behalf, they share your mission with their networks, building awareness and trust through personal stories.

On GoFundMe Pro, 80% of donors to peer-to-peer campaigns are new to the nonprofit. Our platform makes it easy to launch branded initiatives, equip fundraisers with ready-to-use templates, and track success with real-time leaderboards.

Whether it’s a birthday fundraiser or a community challenge, peer-to-peer campaigns help you reach new audiences, raise more funds, and turn everyday supporters into powerful ambassadors for your cause.

5. Tap into the power of social media

When supporters share, tag, or mention your nonprofit on social media, these organic interactions count as earned media, helping you reach new audiences and build trust.

Platforms like TikTok, Instagram, and LinkedIn offer unique ways to connect with different communities. Partnering with small influencers or mission-aligned creators can amplify your message in authentic, relatable ways. These collaborations often lead to increased visibility and engagement without the high cost of paid ads.

By leveraging social media and influencer marketing, your nonprofit can boost awareness, foster community, and establish your organization as a thought leader in your field.

How to measure the impact of earned media

Measuring the impact of your earned media efforts helps you understand what works and where to improve. Track key metrics like media mentions, social shares, and new traffic to your website.

Using free tools like Google Analytics, which easily integrates with GoFundMe Pro, you can see how earned media drives visitors and donations. Monitor which stories or posts generate the most engagement and follow the path from visibility to giving.

By analyzing this data, earned media becomes a powerful tool to grow your nonprofit’s reach and fundraising success.

Start building your nonprofit’s earned media strategy today

Earned media is a cost-effective way to build relationships, increase visibility, and boost fundraising for nonprofits. By taking small steps, like writing a press release or sharing a compelling story, you can begin to harness the power of earned media for your organization.

Ready to take it further? Learn how GoFundMe Pro can help your nonprofit build trust, gain exposure, and raise more funds with a smart public relations strategy designed specifically for nonprofits.

Are you a GoFundMe Pro customer interested in partnering on joint storytelling? We’d love to hear from you. Email us at press@gofundme.com to explore opportunities to share your impact together.

Copy editor: Ayanna Julien