Public Relations For Nonprofits


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This is the presentation I put together for my capstone project. I hope you will enjoy it. Please contact me with questions or if you need assistance in public relations for your nonprofit.

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Public Relations For Nonprofits

  1. 1. PUBLIC RELATIONS FOR NONPROFITS Navigating you through the noise. Andrea J. Sok
  2. 2. WHY IS THIS A CRITICAL ISSUE? Competition for funding, volunteers and donors.  How do you make your message the one that is heard? Technology has a virtual shrinking effect on the world. The public is  bombarded with images, causes, and requests for support form organizations in Asia, Africa, and their hometown. How do you put your mission in front of the decision makers? Accountability, Transparency and trust are demanded by the  public. How do you bolster your credibility and garner the public’s trust? “Employ the right PR to beat the competition, fight for your share of voice and go all out to make a personal connection with your target audience.” Art Feinglass, The Public Realtions Handbook for Nonprofits
  3. 3. Public Relations can help nonprofits “Effective PR is achieve their mission in three ways. essential to raising Generate Awareness  money, attracting members, energi Enhance Fundraising  zing Help survive a crisis  supporters, and fulfilling the organization’s mission.” Art Feinglass
  4. 4. GENERATE AWARENESS “Lack of visibility in the media is not due to any shortage of great stories to tell but, as for many other nonprofits, to a lack of focus on public relations.” Art Feinglass
  5. 5. HOUSING VIRGINIA CAMPAIGN 2003 Objectives PR Plan Create awareness for Housing Virginia and the Identify target audiences   affordable housing issue among 30% of Put a “face” on affordable housing by  Charlottesville area residents. illustrating the need among elderly and municipal workers Decrease the percentage of Charlottesville  Design and launch a revised tag line and  area residents who believe affordable housing logo only refers to individuals on welfare by 5%. Advertise key message in radio and print  Also deliver key messages at grass roots  Increase the percentage of Charlottesville area  level through print collateral. residents who believe that municipal employees and the elderly are individuals who Develop full service website with easy  need affordable housing by 5%. access to information.
  6. 6. THE RESULTS 48% of area residents were aware of Housing Virginia and the affordable housing issue.  18% fewer residents believed affordable housing was only for families living on welfare.  9% more residents believed municipal workers and the elderly were among those needing affordable  housing. Other: City of Charlottesville adopted a housing strategy that created additional affordable housing. The state legislature began considering a plan that would require a portion for affordable housing out of all new housing developments in the Charlottesville area. The success of the campaign also afforded Housing Virginia the ability to expand to serve the Northern Virginia and Virginia Beach areas Total Budget: $150,000
  7. 7. ENHANCE FUNDRAISING Campaign Support Event Attendance Cause Marketing
  8. 8. SAN DIEGO RESCUE MISSION Objectives PR Plan Develop and repeat key messages Increase total donations by 25%.   Capitalized upon the community’s  Generate four times the previous  interest in philanthropy during the media coverage as the year holiday season to generate before. publicity for the Mission’s work. Engage at least six high profile  Create two high profile events to  advocates for the Mission to help engage the media and generate with continued fundraising. awareness. Increase corporate contributions  Media training for staff  by 25%.
  9. 9. THE RESULTS Increased donations by 118%.  Generated five times the previous media coverage.  Enlisted 17 high profile individuals to assist with the campaign.  Increased overall corporate donations by 65%.  Total budget of $0 ($5,000/month to retain Public Relations firm)
  10. 10. SURVIVE CRISIS “Our overall goal is to be sure a line of communication is established at the time of the crisis and continues throughout; including follow-up efforts that outline what is being done to solve problems and make sure they do not occur again,” Cary Pfeffer, ClearComm Communications.
  11. 11. UNITED WAY OF LANSING, MICHIGAN 2002 Objectives PR Plan Limit the loss of donations to better Media training for spokespersons   than 20-50% declines (benchmark Multiple news conferences  set by other United Ways in similar Meetings with local media  circumstances). Daily media briefings and updates  Limit the loss of the number of  Public service announcements  donors who contribute.
  12. 12. THE RESULTS Annual raised $6.32 million toward their $6.95 million goal  Donor base remained stable at 3000  Total Budget: $48,000
  13. 13. RECOMMENDATIONS PR Plan Crisis Management Plan Measure Your Success
  14. 14. Public Relations Plan “The most frequent mistake that What are we trying to accomplish?  nonprofits What are the short term and long term goals that  make when need to be met? reaching out to Who is our target audience, and how can we reach  the media is them? not having a What are the time parameters?  plan in place Who will do what? first.”  What results do we want?  What are the key messages we want to relay?  Lagasse How will we measure results? 
  15. 15. Crisis Management Plan “This was a crime against the Identify and continually relay key messages.  community. We will Appoint and train a spokesperson(s).  prosecute those responsible to the Train employees how to respond to a crisis.  fullest extent of the Provide a constant stream of information.  law, relentlessly Tell the media only what you know.  pursue recovery of the stolen Form good relationships with the media before a  funds, and crisis. implement safeguards to protect community funds.” Lansing United Way
  16. 16. MEASURE YOUR SUCCESS Develop benchmarks o Use focus groups o Surveys o Keep a Clip Book o Use a media value system o Advertising Equivalency o Media Impression o
  17. 17. CONCLUSION “PR for nonprofits is an ongoing process of telling the organization’s story, conveying its message, establishing its identity, and maintaining its image in the hearts and minds of the public.” Art Feinglass Invest in Public Relations to Navigate through the noise