Offer to contribute time, goods, services, or cash. Ask if your company logo can be included in ads. Your name can be mentioned in radio public service announcements and talk show interviews. Offer to appear as a spokesperson. You can organize your own media events.
Television likes events with a highly visual component.
When a car dealership raffled chances to win a car, they had the finalists wrestle in a pool of Jello to find the key. Every TV station in town sent a camera. Newspapers tend to go for ideas, studies, and stories. Make sure your spokesperson has plenty for the reporter. Make an effort to keep your association with a non-profit from sounding too commercial.