Nothing signals the start of spring in Boston better than the Boston Marathon. For Bostonians, it is an event held near and dear to our hearts, made even more so following the 2013 bombings. It is one of my absolute favorite events in the city, chiefly because of the inspirational marathon stories that dominate the news cycle in the days leading up to the main event. As a public relations professional, I love to hear the stories about the runners, the behind-the-scenes folks, the volunteers, the nonprofit teams, and more.

The Boston Marathon stories exemplify what makes a story compelling for media, and most are positive, feel-good stories that are also abundant within nonprofit organizations. Here are qualities great Marathon stories share that you can use to find stories within your nonprofit organization to secure media coverage.

Personal

Every year, the stories about why people run the Boston Marathon make a huge impact. Many runners are participating in memory of someone or to support a nonprofit that has made a difference in their lives. Boston.com has an annual series about this called “Why I Run.” These personal stories are what make people love the Boston Marathon. It builds a connection between the people running and the spectators. Nonprofits can use this in their own storytelling by leading in through one person that has been served by the organization. This humanizes the story, puts a face to the issue, and can have a big impact on readers.

Surprising

Some of my favorite marathon stories are the surprising ones; the underdogs that overcome obstacles to make it across the finish line. Last year, Sarah Sellers, a 27-year-old nurse from Tucson, made headlines worldwide for her surprise second place finish, despite training while working fulltime. Media love unique stories about the unexpected, and you probably have a few hidden gems within your organization.

Relatable

While the stories about the elite athletes are incredible, it is often the ones about Average Joe Runner that get people excited for the Boston Marathon and make them think: “that could be me.” Finding personal stories in your organization that are relatable and produce empathy, will help those who hear them connect with your mission.

Timely

Timely stories are great, and as demonstrated by the Boston Marathon, the coverage around one event can really dominate the news cycle and spread like wildfire. If your organization has a big event coming up, this can be a great news hook for stories. Alternatively, seasonal topics, like back to school, graduation, holiday giving, and more, are great ways to position the work your organization around timely events. Even better—if an event being covered in the news is relevant to the work your nonprofit does, you should “newsjack” and insert yourself into the conversation.

Relevant

Finally, relevancy is key when pitching your nonprofit’s work to media. Of course, the Boston Marathon stories are relevant to us living in Massachusetts. But the Marathon still gets coverage outside of the city by exploring other angles, such as the runners across the country and beyond who participate, the causes being supported, the sheer athleticism of the event, and the security measures that are critical in today’s world. When brainstorming stories, always ask yourself, “so what? Why does this story matter to readers?” You have to connect the dots for media, which can be set up by talking about the problem that exists, the actions your organization is taking to solve it, the solutions you have achieved thus far, and why this all matters to readers.

Whatever cause your organization supports, these qualities will help you find stories that get you across the finish line with media and secure some great coverage for your nonprofit.