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Fundraiser Promotional Guide

HOW TO PROMOTE YOUR FUNDRAISER

Congratulations on your custom wine bottle fundraiser with Old York Cellars!  Now comes the most important part of your fundraiser…Promoting it!  

While this can be intimidating for some, it is a critical part of the success of your fundraiser.  That’s why we’ve created the guide to show you HOW TO PROMOTE YOUR FUNDRAISER to help set you up for success this packet will guide you through a variety of communication vehicles, including emails, internet & social media, as well as, events.  

Included are instructions for a variety of platforms, a set of images of your bottles, a short video (aka “a reel”) and a press release template.  Used together, these tools should help you get the word out.  

So let’s get started!  

Email Marketing

Send out personalized email announcements to your existing staff, volunteers, supporters, and mailing list.

  • Include photos of your custom design bottles. 
  • Add links to your fundraiser page on Old York Cellar’s website so that they can purchase your special wine collection. 
  • Include contact information back to your organization for any questions (this can be a phone # or webpage URL for contacting your organization)
  • Highlight the uniqueness of the charity wines and the impact their purchase will make on the cause.

Social Media (Facebook, X, Instagram, Tiktok, Linkedin)

Social media is a great FREE tool to use to get the word out about your fundraiser. 

Research shows people spend on average 2.5 hours a day on a variety of social media platforms (www.statista.com).  That’s both good and bad – Good because you can reach a large audience but also Bad because there is so much content on social media your post can easily get buried.  

To get the MOST out of your post, make sure you do the following:

  • Create an exciting hook to have people read further
  • Add a link your fundraiser page on oldyorkcellars.com
  • Use relevant hashtag #charity #fundraiser #wine
  • Tag @oldyorkcellars in all of your posts and other partners, businesses, supporters
  • Repost at least once a week with a new image from the OYC press package or take some photos yourself with the bottles at your location

If you are a social media posting novice check out our Social Media guide – click here: In depth Social Media Guide

So, what should your post look like?  Here are two posts that include all the recommendations.  

Website:

Make sure everyone knows about your fundraiser who visits your website with a landing page or special section on your home page about your fundraiser. 

You can even add a “hero slider” on our main page’s banner that visitors can click on to be redirected to a separate page on your website that has all the information about your fundraiser.  

If your website is managed by another company, ask them to set it up for you.  Make sure it includes the following:

  • Photos of the wines
  • Brief description of the wines (in your press kit)
  • Link to your fundraiser shop on the Old York Cellar’s website.

Press Releases:

Similar to social media posts, sending out a press release to local news outlets offers another free avenue of communication.

  • Customize the press release template in your Press Kit from us (also below)
  • Research local newspapers, magazines, and online media outlets.  Most will ask for online submission with photos.  
  • Keep a list of who you’ve sent the press release to so you can check for publication.
  • Seek interviews and features that highlight the philanthropic aspect of the charity.

Events:

Hosting events is a great way to promote your fundraiser.

This could be a standalone in person event, or in addition to another event you already planned.  For example, host a tasting event.  

  • Invite people in your organization to a social evening to taste the wines and learn about the fundraiser.
  • Expand the invitation to not just your organization, but to others who are supporters or community leaders.  
  • Use these events as an opportunity to educate attendees about the charity and the importance of their contributions.

If your organization is less local, and more global, we can help you put together a virtual tasting event, led by one of our wine associates.  

Events are the best way to showcase the fundraiser if you don’t have much of a presence on social media.

Partnerships and Sponsorships

Get the word out to your community partners. 

This can be done with posters or flyers as well as digital posts.

  • Collaborate with local businesses, and community boards to promote the fundraiser.
  • Create a flyer to post in windows or boards around your community.  
  • Created a QR code (there are many free QR code makers online) that directs people to your fundraiser page on the Old York Cellars website.

Summary

Remember, consistency is key. Regularly update your audience about the progress of the fundraiser and the impact their contributions are making. By employing a mix of these strategies, you can effectively promote your fundraiser and drive more support for your cause.

PRESS RELEASE TEMPLATE

PRESS RELEASE TEMPLATE

A press release is a quick and easy way to get the word out through newspapers, news outlets, community groups, etc. that something GREAT is happening at your organization.  Typically, you will write a simple description of the event and add 1-2 photos to the submission.

For your fundraiser, we have made it easy by using our Press Release Template –

Download and customize it to reflect your organization and the efforts of your fundraiser.  See the sample below, highlighting a previous fundraiser.

 SAMPLE

FOR IMMEDIATE RELEASE

For additional information contact:

Nick Jones

nick@tabbysplace.org

(908) 237-5300

https://www.tabbysplace.org/ 

Making a Difference One Bottle at a Time

Tabby’s Place Partners with Old York Cellars to save cats from hopeless situations.

East Amwell, NJ:

Tabby’s Place is excited to announce their Tabby’s Place Wine Collection, a new collaboration with Old York Cellars winery in Ringoes, NJ.  Available on bottles of Old York Cellars What Exit white, red, and blush blend wines, the custom label has been designed to commemorate what is important to the organization.  For each bottle sold, a portion of the proceeds will be donated to Tabby’s Place to continue their mission to give unwanted felines a sanctuary.   

To purchase Tabby’s Place wines, visit the winery at 80 Old York Road in Ringoes, or order online at https://shop.oldyorkcellars.com/Purchase/Fundraiser/Charity-Labels and look for their fundraiser.  Wines ordered online can be picked up at Old York Cellars, at one of the 10 locations throughout the state that carries Old York Cellars wines or can shipped to 20 states.  Find a location near you.

Established in 1999, Tabby’s Place embraces the neediest cats regardless of age, most medical issues, or temperament, making us a harbor of hope for the most desperate. Most of our cats go on to be adopted; but those who aren’t find a loving home for life at Tabby’s Place. For additional information call (908) 237-5300 or online at tabbysplace.org. 

Nestled in the foothills of the Sourland Mountains in Central New Jersey, Old York Cellars offers a full winery experience.  The winery plays host to a variety of wine inspired experiences including guided wine tastings, wine pairings, Wine & Music on the weekends, Wine & Comedy Nights, Private Events, Corporate experiences, and their exclusive Vintner’s Club.  Old York Cellar’s wines are handcrafted by acclaimed winemaker Scott Gares. Over the years, their wines have won numerous medals at a variety of international wine competitions.  You can find a selection of Old York Cellars wines at their 15 New Jersey Restaurant partners and at all 9 New Jersey Wegman’s locations.  For additional information about Old York Cellars, call 908-284-9463 or online at https://www.oldyorkcellars.com/. 

 

INDEPTH SOCIAL MEDIA GUIDE

IN-DEPTH SOCIAL MEDIA GUIDE

Before you begin to post make sure you download all assets in your email which include photos, and videos.

How to post an Instagram reel on your profile (Mobile Device)

  1. Download the Video provided on the email
  2. Navigate to the upload screen. Click on the button at the bottom of the screen, then click “Reel.”
  3. Select the video we have provided or the video you have. 
  4. Click Next
  5. Then a brief description of the fundraiser
  6. Add the following hashtags #fundraiser #customlabel #wine #charity and any other hashtags you feel will be beneficial to the cause. 
  7. Tag @oldyorkcellars and other potential supporters. 
  8. When you’re ready to post, click the blue “Share” button on the bottom right of the screen. 

Instagram reels are a great way to reach a large new audience.

How to post on Tiktok (Mobile Device)

  1. Download the Video provided on the email
  2. Tap at bottom of the screen. 
  3. Upload content from your device Library
  4. Tap Next
  5. In the caption tag @old_york_cellars and give a brief description of the fundraiser
  6. Add the following hashtags #fundraiser #customlabel #wine #charity #fyp and any other you feel will be beneficial to the cause. 
  7. Post your video 

How to post on Facebook (Desktop)

  1. Download the Video provided on the email
  2. Look for “What’s on your mind” bar
  3. Click, then write a brief description of your fundraiser bottle
  4. Click the green photo icon to add photos of the bottles
  5. Add the following hashtags #fundraiser #customlabel #wine #charity
  6. Tag any relevant pages, then click the blue “Post” button. 

Facebook is great to post for events or groups!

Post a Thread (Mobile)

  1. Click at the bottom
  2. Write a brief description of your fundraiser bottle. Or a thought-provoking idea to spark conversation about your fundraiser.
  3. To attach a photo or video to your thread, click
  4. Click Post in the bottom right.

Post on X (Desktop)

  1. Click “what is happening?!” bar
  2. Write a brief description of your fundraiser bottle. Or a thought-provoking idea to spark conversation about your fundraiser.
  3. Click to add photos or video
  4. Post

Fundraiser Promotional Guide

HOW TO PROMOTE YOUR FUNDRAISER

Congratulations on your custom wine bottle fundraiser with Old York Cellars!  Now comes the most important part of your fundraiser…Promoting it!  

While this can be intimidating for some, it is a critical part of the success of your fundraiser.  That’s why we’ve created the guide to show you HOW TO PROMOTE YOUR FUNDRAISER to help set you up for success this packet will guide you through a variety of communication vehicles, including emails, internet & social media, as well as, events.  

Included are instructions for a variety of platforms, a set of images of your bottles, a short video (aka “a reel”) and a press release template.  Used together, these tools should help you get the word out.  

So let’s get started!  

Email Marketing

Send out personalized email announcements to your existing staff, volunteers, supporters, and mailing list.

  • Include photos of your custom design bottles. 
  • Add links to your fundraiser page on Old York Cellar’s website so that they can purchase your special wine collection. 
  • Include contact information back to your organization for any questions (this can be a phone # or webpage URL for contacting your organization)
  • Highlight the uniqueness of the charity wines and the impact their purchase will make on the cause.

Social Media (Facebook, X, Instagram, Tiktok, Linkedin)

Social media is a great FREE tool to use to get the word out about your fundraiser. 

Research shows people spend on average 2.5 hours a day on a variety of social media platforms (www.statista.com).  That’s both good and bad – Good because you can reach a large audience but also Bad because there is so much content on social media your post can easily get buried.  

To get the MOST out of your post, make sure you do the following:

  • Create an exciting hook to have people read further
  • Add a link your fundraiser page on oldyorkcellars.com
  • Use relevant hashtag #charity #fundraiser #wine
  • Tag @oldyorkcellars in all of your posts and other partners, businesses, supporters
  • Repost at least once a week with a new image from the OYC press package or take some photos yourself with the bottles at your location

If you are a social media posting novice check out our Social Media guide – click here: In depth Social Media Guide

So, what should your post look like?  Here are two posts that include all the recommendations.  

Website:

Make sure everyone knows about your fundraiser who visits your website with a landing page or special section on your home page about your fundraiser. 

You can even add a “hero slider” on our main page’s banner that visitors can click on to be redirected to a separate page on your website that has all the information about your fundraiser.  

If your website is managed by another company, ask them to set it up for you.  Make sure it includes the following:

  • Photos of the wines
  • Brief description of the wines (in your press kit)
  • Link to your fundraiser shop on the Old York Cellar’s website.

Press Releases:

Similar to social media posts, sending out a press release to local news outlets offers another free avenue of communication.

  • Customize the press release template in your Press Kit from us (also below)
  • Research local newspapers, magazines, and online media outlets.  Most will ask for online submission with photos.  
  • Keep a list of who you’ve sent the press release to so you can check for publication.
  • Seek interviews and features that highlight the philanthropic aspect of the charity.

Events:

Hosting events is a great way to promote your fundraiser.

This could be a standalone in person event, or in addition to another event you already planned.  For example, host a tasting event.  

  • Invite people in your organization to a social evening to taste the wines and learn about the fundraiser.
  • Expand the invitation to not just your organization, but to others who are supporters or community leaders.  
  • Use these events as an opportunity to educate attendees about the charity and the importance of their contributions.

If your organization is less local, and more global, we can help you put together a virtual tasting event, led by one of our wine associates.  

Events are the best way to showcase the fundraiser if you don’t have much of a presence on social media.

Partnerships and Sponsorships

Get the word out to your community partners. 

This can be done with posters or flyers as well as digital posts.

  • Collaborate with local businesses, and community boards to promote the fundraiser.
  • Create a flyer to post in windows or boards around your community.  
  • Created a QR code (there are many free QR code makers online) that directs people to your fundraiser page on the Old York Cellars website.

Summary

Remember, consistency is key. Regularly update your audience about the progress of the fundraiser and the impact their contributions are making. By employing a mix of these strategies, you can effectively promote your fundraiser and drive more support for your cause.

PRESS RELEASE TEMPLATE

PRESS RELEASE TEMPLATE

A press release is a quick and easy way to get the word out through newspapers, news outlets, community groups, etc. that something GREAT is happening at your organization.  Typically, you will write a simple description of the event and add 1-2 photos to the submission.

For your fundraiser, we have made it easy by using our Press Release Template –

Download and customize it to reflect your organization and the efforts of your fundraiser.  See the sample below, highlighting a previous fundraiser.

 SAMPLE

FOR IMMEDIATE RELEASE

For additional information contact:

Nick Jones

nick@tabbysplace.org

(908) 237-5300

https://www.tabbysplace.org/ 

Making a Difference One Bottle at a Time

Tabby’s Place Partners with Old York Cellars to save cats from hopeless situations.

East Amwell, NJ:

Tabby’s Place is excited to announce their Tabby’s Place Wine Collection, a new collaboration with Old York Cellars winery in Ringoes, NJ.  Available on bottles of Old York Cellars What Exit white, red, and blush blend wines, the custom label has been designed to commemorate what is important to the organization.  For each bottle sold, a portion of the proceeds will be donated to Tabby’s Place to continue their mission to give unwanted felines a sanctuary.   

To purchase Tabby’s Place wines, visit the winery at 80 Old York Road in Ringoes, or order online at https://shop.oldyorkcellars.com/Purchase/Fundraiser/Charity-Labels and look for their fundraiser.  Wines ordered online can be picked up at Old York Cellars, at one of the 10 locations throughout the state that carries Old York Cellars wines or can shipped to 20 states.  Find a location near you.

Established in 1999, Tabby’s Place embraces the neediest cats regardless of age, most medical issues, or temperament, making us a harbor of hope for the most desperate. Most of our cats go on to be adopted; but those who aren’t find a loving home for life at Tabby’s Place. For additional information call (908) 237-5300 or online at tabbysplace.org. 

Nestled in the foothills of the Sourland Mountains in Central New Jersey, Old York Cellars offers a full winery experience.  The winery plays host to a variety of wine inspired experiences including guided wine tastings, wine pairings, Wine & Music on the weekends, Wine & Comedy Nights, Private Events, Corporate experiences, and their exclusive Vintner’s Club.  Old York Cellar’s wines are handcrafted by acclaimed winemaker Scott Gares. Over the years, their wines have won numerous medals at a variety of international wine competitions.  You can find a selection of Old York Cellars wines at their 15 New Jersey Restaurant partners and at all 9 New Jersey Wegman’s locations.  For additional information about Old York Cellars, call 908-284-9463 or online at https://www.oldyorkcellars.com/. 

 

INDEPTH SOCIAL MEDIA GUIDE

IN-DEPTH SOCIAL MEDIA GUIDE

Before you begin to post make sure you download all assets in your email which include photos, and videos.

How to post an Instagram reel on your profile (Mobile Device)

  1. Download the Video provided on the email
  2. Navigate to the upload screen. Click on the button at the bottom of the screen, then click “Reel.”
  3. Select the video we have provided or the video you have. 
  4. Click Next
  5. Then a brief description of the fundraiser
  6. Add the following hashtags #fundraiser #customlabel #wine #charity and any other hashtags you feel will be beneficial to the cause. 
  7. Tag @oldyorkcellars and other potential supporters. 
  8. When you’re ready to post, click the blue “Share” button on the bottom right of the screen. 

Instagram reels are a great way to reach a large new audience.

How to post on Tiktok (Mobile Device)

  1. Download the Video provided on the email
  2. Tap at bottom of the screen. 
  3. Upload content from your device Library
  4. Tap Next
  5. In the caption tag @old_york_cellars and give a brief description of the fundraiser
  6. Add the following hashtags #fundraiser #customlabel #wine #charity #fyp and any other you feel will be beneficial to the cause. 
  7. Post your video 

How to post on Facebook (Desktop)

  1. Download the Video provided on the email
  2. Look for “What’s on your mind” bar
  3. Click, then write a brief description of your fundraiser bottle
  4. Click the green photo icon to add photos of the bottles
  5. Add the following hashtags #fundraiser #customlabel #wine #charity
  6. Tag any relevant pages, then click the blue “Post” button. 

Facebook is great to post for events or groups!

Post a Thread (Mobile)

  1. Click at the bottom
  2. Write a brief description of your fundraiser bottle. Or a thought-provoking idea to spark conversation about your fundraiser.
  3. To attach a photo or video to your thread, click
  4. Click Post in the bottom right.

Post on X (Desktop)

  1. Click “what is happening?!” bar
  2. Write a brief description of your fundraiser bottle. Or a thought-provoking idea to spark conversation about your fundraiser.
  3. Click to add photos or video
  4. Post