How to Get Media Coverage for Your Grassroots Charity Even With a Small Budget

For grassroots charities and community organisations doing vital work on the frontlines, visibility can make the difference between staying open or shutting down. But many small charities assume that media coverage is out of reach unless they have a large PR budget or a full-time communications team. The truth is, with the right strategy, compelling storytelling and a little persistence, your charity can earn meaningful media attention without breaking the bank.

At Ariatu PR, we understand the constraints that grassroots and community-led organisations often face. We’ve worked with clients who don’t have massive fundraising campaigns or glossy annual reports but who do have powerful missions, community trust and stories that matter. 

The first step in securing media coverage is understanding what makes your charity newsworthy. Journalists and editors are constantly on the lookout for stories that resonate with their audiences, especially those with a human element. Your work may not feel “newsworthy” to you because it’s what you do every day but to the right outlet, your organisation’s impact could be exactly the kind of story they want to share. Focus on how your charity changes lives, addresses local challenges, or speaks to broader social issues, particularly those that are underrepresented in mainstream narratives.

Grassroots charities often have one powerful advantage over larger organisations: authenticity. Media outlets, especially local and community-based platforms, are drawn to voices that are close to the ground. If your charity is embedded in a specific community, serving underrepresented groups such as Black, Asian, or marginalised communities your voice carries credibility. Use that to your advantage by reaching out to local media with confidence.

You don’t need a fancy press kit to connect with journalists. A clear, well-written email that outlines what your charity does, why your story is timely and how it relates to their audience is often enough to start a conversation. Include relevant details, a quote from a staff member or beneficiary and if possible, high-quality images. Think about timing too, if your organisation is running a campaign, responding to a crisis, or marking an awareness day, these are natural hooks for media outreach. Try to look at the current social climate or trending topics and see what you can jump on the bandwagon of; a really good example of this was the popularity of Netflix’s Adolesence and youth charities being able to share their knowledge and insights.

Another overlooked resource is partnerships, collaborate with other charities, community groups or even local businesses that share your values. Joint press releases, co-hosted events or shared campaigns can increase your reach and make your pitch more compelling to journalists. It also shows a spirit of collaboration and impact beyond your own organisation, which media outlets often value.

It’s also important to remember that not all media coverage comes from major newspapers or TV. Digital PR, podcasts, community radio, blogs and social-first platforms are equally valuable sometimes even more so when trying to reach specific audiences. At Ariatu PR, we work closely with grassroots charities to identify platforms that align with their goals and values. Whether it’s a Black-owned online magazine or a diaspora-led podcast, getting featured in spaces your audience already trusts can dramatically boost your visibility.

One of the most consistent barriers for small charities is time. When you’re running programmes, managing volunteers and chasing funding, PR can feel like an extra burden. That’s why we encourage small organisations to focus on building a few meaningful media relationships, rather than trying to reach everyone because consistency and credibility go a long way. Over time, as journalists see your charity as a reliable source, you’ll find that opportunities start coming to you.

Getting media coverage on a small budget is not only possible, it can be transformative; it can help you reach funders, connect with your community and raise awareness of issues that matter. Overall it puts your mission in front of people who might otherwise never hear your story.

If you’re a grassroots charity looking to gain visibility, now is the time to invest in a strategic, culturally aware approach to PR. At Ariatu PR, we’re passionate about supporting purpose-led organisations that want to amplify their message and deepen their impact. Get in touch with us to find out how we can help you secure the media coverage your charity deserves.