Companies large and small compete for attention to ultimately persuade consumers to purchase their products or use their services. They do this by investing in ways to reach potential customers where they are likely to consume and share information.
As a nonprofit, the types of people you want to reach may differ from for-profit companies, but the need to reach them is as important. Perhaps you want to find potential donors and members or seek to connect with parents of children with special needs, caregivers for aging adults, retirees with the time to give back, local businesses, skilled professionals to offer their expertise pro-bono, people in your community who would benefit from your services, the media and legislators.
If you thought public relations was comprised of communications activities that only help for-profit companies, that’s not the case. Your audiences might differ, but the need to reach them with your messages and concerns is vital.
With uncertainties in the political landscape and future funding resources, it’s imperative to actively engage with all kinds of supporters. PR can help your nonprofit thrive and stand out so it can continue to improve lives and support its mission. This recent New York Times article is spot on about why nonprofits are investing in a range of marketing communications services to help them sell themselves and remain relevant. More companies now offer pro-bono service programs as reported in the Wall Street Journal so yours should be one employees consider.
Here is a list of 10 ways a targeted PR effort can help your nonprofit influence others to achieve your goals:
- Feature the types of people you help by sharing their stories in broadcast, print, blogs and digital media outlets.
- Showcase your nonprofit’s services and the potential impact of legislative action on them
- Share the leadership’s insight about your nonprofit’s services, research, current needs and future goals
- Attract donors willing to contribute to a worthy organization like yours
- Enlist volunteers to participate in and proudly share your nonprofit’s events or ongoing activities as one that aligns with their own priorities
- Secure a partnership or sponsorship with a for-profit company for mutual benefit
- Identify award opportunities to deserving individuals like beneficiaries, volunteers or your leadership and spotlight the honors in the news
- Promote your annual events, conferences, galas or create a new noteworthy event
- Conduct and publicize a survey based upon findings from those you serve
- Identify panels, speaking engagements and online opportunities for your nonprofit’s executives to share their expertise building notoriety for your organization.
Let us know if you’d like to discuss how we can help your nonprofit become top-of-mind for those that matter.