It's an EXCELLENT example of a pitch. So good in fact that I'm sharing it with you even though I'm not into online games.Jocelyn -We haven't met; I am the 'chief storyteller' for GamesThatGive, a new startup that creates casual video games that people can play, for free, and raise money for charity. I know Change.org, I am a fan, and I thought that you might find what GamesThatGive is doing interesting. So, that's why I am reaching out.
Full transparency - I want you, or someone from the nonprofit times, to think GamesThatGive is cool enough that you will write about it, tell your friends, shout from the rooftops, and similar. Of course, I have spent a lot of time working in the PR business, so I know how awful being pitched can be. My goal is to make this email not like all those other pitches you may have received.
Ok - Here is what you need to know:
- GamesThatGive.net went live about two months ago, as a beta, but our big public rollout just started. Not only do I think you might find what we are doing on the site interesting, but we know that the people who read your stuff are interested in supporting charities and causes, and probably don't mind playing a few games every now and then.
- The model behind GamesThatGive is simple: people play really cool games, for free, and by doing so, help generate donations for our partner charities. That's it. No catch.
- How do we do this? The games are sponsored by advertisers, and we donate 70% of the ad revenue generated to the charities. If you do the math, that has the potential to be a lot of money for some really terrific causes.
- Our charity partners include Feeding America, the , the US Fund for UNICEF, DoSomething, and about a dozen others. We have limited the number of charities that we invited to be on the platform, because we wanted to help raise a massive amount of money for these groups -- we have learned the lesson of other social and game platforms trying to raise money for charity and won't dilute the experience by allowing every nonprofit in the world to participate.
- Our advertisers, to date, include Dominos Pizza, Pepsi, and Mastercard. And in addition to their advertising presence, all our advertisers will be offering coupons or incentives for people to play.
That's about it. Like I said, the site went live two months ago, but promotion really begins in earnest today. We have about 3500 registered users so far and the early statistics have shown that people are coming back to play (average of 2+ times per day), and playing for a long time (average time on site right now is more than 13 minutes). Those are big numbers, and we are obviously very excited about the potential for the site.
I have a background document I can send you, with more detail, as well as a 'thinking paper' that we released providing some arguments about why we think GamesThatGive is pretty special.
As I said above, my hope is that you will think what we are doing at GamesThatGive is pretty cool and help to get the word out. If it would help, I would also love to connect you for a conversation with our CEO Adam Archer, or one of the other folks on the senior leadership team, who can walk you through the ins and outs of this in more detail.
Let me know what you think and if you have any questions. You can shoot me an email firstname.lastname@example.org or call me at anytime ( ).
I look forward to hearing from you. Thanks.
Don't just play. Give. http://gamesthatgive.net
Here is why it works:
1. It's PERSONAL. I actually felt like this release was written just for me.
2. It's written for the Web. (News flash! If you want bloggers to sell your stuff don't send us traditional releases for print media. Chunk up your copy. Keep it short and sweet. This will make it easy for us to cut and paste and pass along.
3. It's authentic. Mike's voice mirrors the stuff he sells - games. This makes the release resonate. A stiff, formal release wouldn't be true to the brand/image and service he is promoting.
Pitching bloggers is different from pitching traditional journalists. Don't be sloppy but do speak in the voice of the media. Blogging is less formal than print so you can and should take this into account when doing outreach.
Also, you should ALWAYS know your customer before trying to connect. Bloggers and journalists are people too! We want good tips and we want to believe that you care about the work we do. Remember good PR is about good RELATIONSHIPS.
P.S. I LOVE that Mike's title is Chief Storyteller. Again, this title may not work for all PR pros but it's a perfect fit with Mike's brand.