If Your Pitch Isn’t Getting Picked Up, Read This
Hey, it’s Nadia.
If you’ve ever sent out a pitch, crossed your fingers… and heard absolutely nothing back, you’re not alone. I hear this all the time from nonprofit leaders:
“We’ve sent the emails. We’ve written the press release. We’ve tried different angles… and still nothing.”
I know how frustrating that can feel—especially when you’re doing meaningful work that deserves attention.
So today, I want to pull back the curtain a little and take you into the newsroom.
Because before I stepped into the nonprofit space, I spent 17 years as a reporter—working with outlets like CBC and Global News—and I can tell you exactly what was happening on the other side of your pitch.
What It’s Really Like in a Reporter’s Inbox
On any given day, I’d get dozens—sometimes over a hundred—emails.
Internal emails. Assignment updates. Breaking news alerts. And yes… pitches.
Here’s the truth:
I didn’t read most of them.
Not because I didn’t care. Not because the stories weren’t important. But because I didn’t have the time.
Newsrooms are fast. Deadlines are tight. You’re often scanning your inbox quickly, asking one simple question:
“Is there a story here I can use right now?”
If the answer wasn’t obvious within seconds, the email was skipped—or deleted.
That’s the reality your pitch is entering.
So the question becomes:
How do you stand out in that environment?
The 3 Things Every Strong Pitch Needs
When I think back on the pitches that did catch my attention—the ones I actually opened, responded to, and turned into stories—they all had three things in common:
1. Your Pitch Needs to Be Relevant
Relevance is everything.
If your pitch exists in a vacuum—focused only on your organization—it’s going to be a hard sell.
Strong pitches connect to what’s already happening.
What’s in the news right now?
What’s being discussed at City Hall or provincially?
What’s your community talking about?
Even broader moments matter:
Holidays
Awareness months (Mental Health, Black History, Breast Cancer, etc.)
Seasonal challenges like food insecurity in the winter
The best pitches plug into the conversation that’s already happening.
And just as important?
Context.
Sending a flyer isn’t enough. Saying “we’re hosting an event” isn’t enough.
You need to answer:
Why this event?
Why now?
Who does this impact?
What problem are you addressing—and what’s the solution?
When you provide that context, you help a reporter see the story.
2. Your Pitch Needs to Be Focused
This is where a lot of nonprofits get stuck.
You care about a lot of issues. Of course you do.
But when everything is important, nothing stands out.
A strong pitch answers one clear question:
“What is this story about?”
Not five things. Not a laundry list.
Just one.
When your pitch is focused:
It’s easier for a reporter to understand
It’s easier to visualize
It’s easier to say yes to
I can’t tell you how many times I passed on pitches simply because I couldn’t quickly figure out the angle.
Clarity wins. Every time.
3. Your Pitch Needs to Be Personal
Let’s talk about how you’re sending your pitch.
Mass email lists? They have their place. I get it.
But if you really want attention, personalization makes a difference.
The pitches that stood out to me were the ones that felt directed to me.
A thoughtful email referencing the kinds of stories I covered
A DM that got straight to the point
Even the occasional text message from a trusted source
I remember one nonprofit leader who would regularly text me story ideas.
And you know what?
I paid attention.
Because:
I knew it was relevant
I knew it would be actionable
I knew she’d be available
That relationship mattered.
And even if you don’t have that relationship yet, you can still:
Target the right reporter
Reference their past work
Make it clear why this story fits their beat
That’s how you start building trust—and getting responses.
A Simple Gut Check Before You Hit Send
Before you send your next pitch, pause and ask yourself:
Is this tied to something happening right now?
Is the story clear and focused on one main idea?
Does this feel like it’s written for a real person—not a list?
If the answer is yes to all three, you’re already ahead of most pitches in a reporter’s inbox.
Final Thoughts: Small Shifts, Big Results
You don’t need to completely reinvent how you pitch.
But you do need to shift how you think about it.
From:
“Here’s what we’re doing”
To:
“Here’s why this matters right now—and why you should care”
That’s the difference.
And if you’ve got a pitch you’re working on right now, go back and take another look at it through this lens:
More relevant
More focused
More personal
You might be surprised at how much stronger it becomes.
If you want a second set of eyes on your pitch, feel free to reach out or send me a DM—I’m always happy to help.
And if you haven’t already, make sure to check out this episode of Nonprofits in the News for more behind-the-scenes insight.
Happy pitching.