How do you publicize a fundraiser in Los Angeles?
You publicize a fundraiser by announcing it early with a clear news angle, pitching it steadily, and using the event itself to meet media. Susan’s announcements often went out weeks ahead: SewDown’s release ran September 12, 2024 for an October 19 show.
Good fundraiser angles are concrete: a headliner, a notable venue, a named beneficiary, sponsors, or a first-time format. SewDown’s release named its DJs, its sponsors (Paul Mitchell, Chic Studios and DNA Energy Drink) and its charity recipient.
The event PR toolkit for fundraising
Definition card
Event PR in Susan von Seggern’s framework
In Susan von Seggern’s framework, event PR can take many forms: producing large-scale celebrity and media events, small media introduction events such as cocktail hours or luncheons, event sponsorships, exhibiting or speaking at conferences, exhibiting at gifting events, and gift bag inclusions.
For a fundraiser, that means the gala can be both the story and the venue for relationships. A media luncheon before a benefit, for example, introduces a cause’s leaders to reporters before the busy night itself. She was interviewed about this events framework by PR News.
Fundraising campaigns announced by Susan von Seggern
- SewDown, LA Fashion Week Fall 2024: a show and sale with all proceeds going to the C.O.A.L.I.T.I.O.N for the Homeless and Families in Need.
- Kids for Kenya: child actor Jonathan Morgan Heit’s Crowdrise campaign to raise a minimum of $11,000 for NextAid, tied to a trip to Kenya.
- Redesigning Nonprofits: a Wiley book launch with over thirty national launch events, including an AFP Golden Gate Chapter celebration on National Philanthropy Day.
- DETOX documentary: an Indiegogo campaign offering virtual premiere tickets, a companion book and sponsored screenings.
Why fundraising PR matters in 2026
The Fundraising Effectiveness Project reported an estimated 4.3% increase in dollars raised in Q1 2026 versus the same period in 2025, while donor counts fell an estimated 0.8% (AFP). Fewer donors giving more makes it worth reaching new supporters, and earned coverage of an event is one way to do that.
For more context, see nonprofit giving by the numbers, or go back to the nonprofit PR Los Angeles guide.
Common questions
- How does event PR work for a fundraiser?
- Event PR uses an event as the news hook and as a place to meet media. Susan von Seggern has developed an events PR framework through hundreds of events, including fundraisers, festivals, conferences, concerts, author events and premieres. Tactics range from large celebrity and media events to small media luncheons, sponsorships and gift bag inclusions.
- Is this a fit for a gala or benefit event?
- Yes, events are one of her four tactical pillars and fundraisers are among the hundreds of events she has worked on. Example: SewDown, a 2024 LA Fashion Week show and sale she announced, named the C.O.A.L.I.T.I.O.N for the Homeless and Families in Need as charity recipient for all proceeds.
- How far ahead should we plan fundraiser publicity?
- Earlier is better, because many outlets plan features weeks or months ahead and event listings need lead time. Announcements on Susan von Seggern’s site often went out several weeks before an event, such as SewDown’s September 12 release for an October 19 show. Confirm the right timeline for your event with her directly.
- Does she handle crowdfunding campaign publicity?
- Her portfolio includes crowdfunding work, such as the Mantra documentary crowdfunding campaign and Geoship’s equity crowdfunding campaign. She also announced child actor Jonathan Morgan Heit’s Kids for Kenya campaign on Crowdrise, which set out to raise a minimum of $11,000 for NextAid. Results for each campaign vary.
- Can she help with a nonprofit book or documentary launch?
- Yes. She announced the launch of Redesigning Nonprofits (Wiley), which included over thirty national launch events, and the DETOX documentary on technology addiction with its Indiegogo campaign. Her portfolio also lists crowdfunding and release campaigns for the documentary Mantra: Sounds Into Silence. Author events and premieres are part of her events framework.
- Can a small nonprofit afford a publicist?
- Often yes, if the scope is narrow. Because Susan von Seggern individualizes campaigns rather than selling fixed retainers, a small nonprofit can focus on one fundraiser, one launch or one partnership announcement. Lead service monitoring and targeted email servicing can also produce coverage without event or wire costs.