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How to write a press release
- Want to write an effective, knock-their-socks-off press release to help your nonprofit raise awareness and funds? Use our template below as a guide.
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Your press release should include:
- When the auction event will take place
- What is being listed
- A notable quote
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When
- As soon as your auction event launches.
Who
- Wire services, local media, media that covers stories related to your nonprofit’s mission, etc.
- Please note: If your press release mentions “eBay” or “eBay Giving Works,” the folks at eBay will need to do a review before you release it. To get their approval, send your press release to givingworks@ebay.com at least two weeks before you want to send it out.
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Template press release
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Headline
- Make the headline attention-grabbing, and include the most important element of your charity auction event, e.g. any celebrity involvement or local hook. Your headline should mirror what you want the actual newspaper headline to be.
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Paragraph 1: Tell the story quickly
- Summarize the story, including the following points:
- City, state, and date where taking place
- The auction event (what is being auctioned and when)
- The name of your nonprofit
- That the auction event is taking place on eBay
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Paragraph 2: Add weight and interest with a quote
- Spokesperson quote, summarising the activity and its relevance to the nonprofit. This can come from any of the following:
- A celebrity associated with the auction event
- A spokesperson for the benefiting organization
- The person or organization that has made the auction event possible
- Someone who has been affected positively by the nonprofit’s work
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Paragraph 3: More about the auction event
- Include any other relevant information, including details of:
- Auction event timings – when will it start and finish
- How to find the item, e.g. a link, or eBay listing search terms
- Assurance that the event will take place using eBay Giving Works so people can bid
with confidence - More details on the item(s), e.g. background history of item(s), other items for sale at
the same time) -
Paragraph 4: More about the nonprofit
- Give any relevant background information, e.g.
- What work the nonprofit does, and why it’s important
- How the money from the auction event will help the nonprofit’s work
- Notes to Editors: (This section at the end of your press release is a place to include any additional news of interest)
- The Nonprofit: Here you can put any additional information about the nonprofit
- For more information please contact: Include your contact details here, in case journalists need any extra information
