Newspaper co. starts support program
WORCESTER — Boston Globe Media Partners and the Worcester Telegram & Gazette have announced a new community program called TOUCH (Telegram OUtreach for CHarities) designed to give subscribers opportunities to meaningfully support their preferred nonprofit organization at no cost.

John Henry, principal of Boston Globe Media Partners, which includes the Telegram & Gazette, announced the program at the recent Greater Boston Chamber of Commerce breakfast.

The TOUCH program allows subscribers to direct which nonprofits the Telegram can further help this year through what the T&G does best: reach engaged community members. Here's how it works: Home delivery and digital subscribers will be invited via a voucher sent in a silver envelope in the mail to direct promotional TOUCH dollars toward the nonprofit of their choice. Nonprofits accumulate TOUCH dollars, which are used toward the redemption of print advertising space in the T&G.

Mr. Henry said, "While the TOUCH program is the first of its kind in the region, we are emulating a similar successful program pioneered by the Orange County Register and its publisher Aaron Kushner."

TOUCH-allocated ad space allows a nonprofit organization to promote its mission, raise awareness, recruit volunteers and promote fundraising in the pages of the Telegram & Gazette.

Nonprofits can leverage the Telegram's large, informed, and engaged audience to publicize their mission and message. The more vouchers collected by a nonprofit, the greater the size or frequency of the ads that can be purchased.