What to Pitch and When

by | Jun 23, 2025 | Uncategorized | 0 comments

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What to Pitch and When

A PR Calendar Template for Nonprofits

If you’ve ever scrambled to get a press release out at the last minute or, worse, realized you missed a great PR opportunity entirely, you’re not alone. Nonprofits are often juggling a lot with limited time and team capacity. However, having a clear, seasonal pitching strategy can make media outreach more effective and less stressful.

You don’t need to be a PR agency with a big budget to plan. A simple calendar can help you pitch the right stories at the right time, boosting your visibility and strengthening relationships with media outlets.

 

Why Timing Matters

Reporters are always working ahead. According to Muck Rack’s 2023 State of Journalism Report, more than 60% of journalists prefer to receive pitches at least a week in advance, and many are planning stories a month or more out. If you want coverage, timing your pitch to fit their schedule (not just yours) is key.

Another stat worth noting is that in 2022, only 8% of journalists said the majority of pitches they received were relevant to their beat.

 

A Month-by-Month PR Pitching Guide

Here’s a high-level framework for what to pitch and when throughout the year. To maximize impact, consider adding local angles, timely stats, or human-interest stories.

January – Fresh Starts & Goals

  • Pitch ideas: New initiatives, strategic plans, volunteer drives
  • Tie-in: New Year resolutions, MLK Day (service), National Mentoring Month

February – Awareness + Heart

  • Pitch ideas: Mental health programs, relationships, community impact
  • Tie-in: Valentine’s Day, Black History Month, Random Acts of Kindness Week

March – Women & Impact

  • Pitch ideas: Women leaders in your organization, equity-focused programming
  • Tie-in: Women’s History Month, International Women’s Day (March 8)

April – Action & Advocacy

  • Pitch ideas: Earth Day activities, awareness campaigns, volunteer stories
  • Tie-in: Earth Day (April 22), National Volunteer Week, Stress Awareness Month

May – Milestones & Celebrations

  • Pitch ideas: Graduation stories, client success, year-end reflections
  • Tie-in: Mental Health Awareness Month, Teacher Appreciation Week

Summer (June–August) – Slower News Cycle = More Opportunity

  • Pitch ideas: Summer programs, community partnerships, behind-the-scenes stories
  • Tie-in: Pride Month (June), Back-to-School prep (late July/August)

September – Fresh Start, Round Two

  • Pitch ideas: New programs, fall events, impact goals for the year
  • Tie-in: Hispanic Heritage Month, Suicide Prevention Month

October – Community & Creativity

  • Pitch ideas: Fundraisers, fall fairs, staff spotlights, spooky campaigns
  • Tie-in: Halloween, National Coming Out Day (October 11), Domestic Violence Awareness

November – Gratitude & Giving

  • Pitch ideas: Donor stories, Giving Tuesday, Thanksgiving meals/gatherings
  • Tie-in: Veterans Day, Giving Tuesday (the first Tuesday after Thanksgiving)

December – Impact & Reflection

  • Pitch ideas: Year-in-review, impact reports, holiday support drives
  • Tie-in: Holidays, end-of-year giving, human-interest recaps

 

Tips for Making Your Pitch Stand Out

  • Localize it: Reporters love stories with a community angle.
  • Make it visual: Include high-quality photos or video links.
  • Lead with people: Human stories are always more memorable than program descriptions.
  • Keep it short: Journalists are busy. Aim for under 200 words in your initial pitch.