Covering Non-Profits
Com 359 • Public Affairs Reporting
What qualifies as a non-profit?
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Legal distinction
 Any corporation, trust, association, cooperative or
other organization that is
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operated primarily for service, charitable, scientific,
educational or other similar purposes;
is not organized for profit; and
uses its net proceeds to maintain, improve and/or expand its
operations. (Chapter 591, USAID)
What qualifies as a non-profit?
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Characteristics
 Tax-exempt
 Volunteer board, paid director and staff
 Actively promotes particular agenda
 Accepts donations to fund projects
 May be affiliated with national or international groups
What is on a non-profit beat?
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Religious organizations
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Cause organizations
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United Way
Emergency services
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American Cancer Society, GreenPeace
Community services
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Churches
Red Cross
Grass-roots “helping”
How to cover a non-profit
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Where to start:
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Research the organization
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Tips on researching non-profits
United Way of America
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United Way of Lafayette
Story ideas
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Press releases, general PR
How do they make news?
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Good works
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Personnel changes
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Controversy
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Fraud
How do they make news?
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Fraud
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Capitalizing on public sympathy
 Katrina scams
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Always check…
 Hoaxbusters
 Crimes of Persuasion
 Better Business Bureau
 IRS
Writing the charity story
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Avoid over-promotion of emotional appeals
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Make sure story describes what the charity will do to
address needs
Be wary if charity representative is reluctant to
answer reasonable questions about operations,
finances and programs
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Request written information on the charity's program(s) and
finances
 including annual report and financial reports to government
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even new organizations should have basic information available
Source: Better Business Bureau Wise Giving Alliance
Writing the charity story
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Ask:
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What part of donations will be used for the activity
mentioned in the appeal?
How much will go toward other programs and
administrative and fund raising costs?
Find out what will be done with any excess
contributions
Source: Better Business Bureau Wise Giving Alliance
Writing the charity story
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Be aware of public-private partnerships
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Integrity in Science
Look for trends and ideas for follow-up stories