Lecture Slides

1. NONPROFIT, HEALTH,
AND EDUCATION
Introduction to Public Relations

2. The Nonprofit Sector
Also known as “charities”
Main purpose of nonprofits is to serve
the public interest
Competition among nonprofits is intense
Fundraising
Volunteering
Non-financial donations

3. Types of Nonprofits
Professional Organizations
 Set standards for professional performance
 Establish professional requirements
 Ethical Practice
 Promote continuing education
Trade Groups
 Represent business that serve a specific
industry
 Lobby for or against legislation
 Generate public support

4. Types of Nonprofits
Labor Unions
 Advocate for employees of specific industry
 Job security
 Contract negotiations
Chambers of Commerce
 Represent businesses in single location
 Primarily Local Level
 Attract visitors to local businesses
 State and National Level
 Represent industry interests in lobbying

5. Types of Nonprofits
Advocacy Groups
 Promote Social Causes
 Lobbying & Litigation
 Public Engagement (Demonstrations,
Boycotts)
Social Service Organizations
 Two Roles
 Serve a particular public
 Advocate for issues
 Foundations
 Cultural Groups

6. Health Organizations
Two Types of Health Organizations
1. Hospitals
 4 Basic Publics
 Patients
 Medical/Administrative Staff
 News Media
 Local Community
 2 Primary Roles
 Maintain and build hospital’s reputation
 Promote hospital services to consumers

7. Health Organizations
Two Types of Health Organizations
2. Health Agencies
 Can be private or public (federally-funded)
 3 Main Purposes
 Provide individual health care
 Fund health initiatives
 Provide oversight for addressing
health issues

8. Educational Organizations
Colleges and Universities
 6 Key Publics
1. Faculty & Staff
2. Students
3. Alumni/Donors
4. Government
5. Host Community
6. Prospective Students

9. Fundraising
4 Motivations for Giving
1. Assisting those who are less fortunate
2. Personal Satisfaction
 Donating makes me feel good
3. Religious Reasons
4. Ego Satisfaction
 Donating gives me status

10. Fundraising
8 Fund-Raising Methods
1. Corporate/Foundation Donations
 Large scale donations
2. Capital Campaigns
 Sustained campaign for long-term/ongoing
projects
 Building funds
 Scholarships

11. Fundraising
8 Fund-Raising Methods
4. Direct Mail Campaigns
5. Event Sponsorship
 Typically less than one week
 Thanksgiving- St. Jude Hospital
 May 25- Red Nose Day
 Fill the Boot- Labor Day Weekend

12. Fundraising
8 Fund-Raising Methods
5. Television Solicitations
 AKA- The Telethon
6. Telephone Solicitations
7. Endorsements & Tie-Ins
 3 Types of Commercial Money-Raising
1. Organizational Name Licensing
 % of each product sale
2. Profit Sharing of Product Sales
 Share of overall sales of specific
product
3. Business run by organization

13. Fundraising
8 Fund-Raising Methods
8. Online and Social Media
 Crowdfunding (GoFundMe)
 Social Media Campaigns