# Corporate mags reach new audiences for free

- Link: https://fundraising.co.uk/2012/12/04/corporate-mags-reach-new-audiences-free/
- Published: 2012-12-04T14:20:16+00:00
- Author: Simon George

**In my post today was This Way magazine. Not heard of it? Nor had I, but it’s the
publication of Toyota GB, sent to 330,000 Toyota owners nationally and inside is
an excellent two-page spread about ShelterBox, the disaster relief charity.**

Toyota is keen to stress its innovation and use of latest technology and its Best
of British section showcases ShelterBox’s hi-tech but practical approach to saving
lives. The online version of the magazine also [carries the same feature](http://magazine.toyota.co.uk/#/best-of-british).
This is great publicity for ShelterBox (who happen to be a client of ours) and it
got me thinking.

## Corporate magazines

There has been some interesting coverage recently on BBC Radio 4 (showing my age
here!) of corporate magazines, and how some of them – notably Tesco’s – have higher
circulations than many newspapers. The point here is that these mags are often overlooked
by charities as a way (often cost free) of getting their message across to new and
existing supporters. Many large companies have them – not just the supermarkets,
as the Toyota example shows.

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## How to get coverage

So where do you start if you want a slice of this coverage? The first point is to
research the market. Which companies are you interested in? Do they have their own
magazine (whether for staff, customers or both)? Is there any affinity between your
cause and the company’s brand? Perhaps you already have relationships with companies
that could run a feature on your work. If not, do your research and draw up a short
list. Then you can contact the editors and develop some interesting pieces for submission.
If you can, provide high quality photos and make sure your contact details are run
in or with the article if possible (the one omission I noticed in the ShelterBox
piece).

Of course, PR on its own does not raise money. What it does though is prepare the
ground for future fundraising by getting you in front of some new prospects and 
reminding existing supporters that you are still there doing good work that needs
their support. Corporate magazines are always on the look out for interesting copy,
so think about which ones you can target in 2013.

If you have not seen the [ShelterBox website](http://www.shelterbox.org/news_global.php?id=1064)
have a look: their latest appeal supports Syrian refugees.

## ⏎ More from Simon George

> [Trusts research – how to find new funders](https://fundraising.co.uk/2019/02/26/trusts-research-how-to-find-new-funders/)

> [Do you know which harbour you are heading for?](https://fundraising.co.uk/2012/09/24/do-you-know-which-harbour-you-are-heading/)

> [New IoF Code is more than just compliance](https://fundraising.co.uk/2012/11/19/new-iof-code-more-just-compliance/)

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