BASIC NEEDS OF NONPROFITS
To create campaigns and programs such as:
special events, websites, brochures, radio/T.V.
appearances to stimulate public interest in the
To Develop strong staff to handle all the work.
Volunteers are essential in nonprofits because the
amount of work needed is too much for a small
To Establish a realistic fundraising goal, and plan.
NONPROFITS BREAK DOWN IN 3 GROUPS
Chamber of Commerce
The membership of a trade association usually
consists of manufacturers, wholesalers, retailers, or
Unions must seek to build their memberships,
protect members’ job security, and improve their
Members of a profession or skilled craft organize
for mutual benefit. Their goals resemble those of
labor unions in that they seek improved earning
power, better working conditions, and public
acceptance of their role in society.
CHAMBER OF COMMERCE
A Chamber is an association of businesspersons,
often joined by professionals, who work to improve
their city’s commercial climate and to publicize its
The chamber of commerce is the public relations
arm of the city government. The staff produces the
maps and brochures sent to individuals who seek
information about visiting or moving to the area.
Environmental Groups such as:
Other Activist groups such as:
Social Issue Organizations such as:
METHODS OF OPERATION
The principle ways in which advocacy groups work to
achieve their goals include:
For the purposes of identification, nonprofit social
organizations and their functions may be grouped
into seven categories:
Social Service agencies
PUBLIC RELATIONS GOALS
Emphasis on goals will vary, but in general, nonprofit
organizations should design their public relations to
achieve the following objectives:
Develop public awareness of the purpose and
Induce individuals to use the services
Create educational materials
Recruit and train volunteer workers
Obtain funds to operate the organization
WAYS TO MEET THOSE GOALS
The news media provide well-organized channels
for stimulating public interest.
Free medical exams, family counseling, offers of
scholarships are some ways to get individuals to
use the services.
The quickest way to inform a person about an
organization is to hand out a brochure. Written and
audiovisual materials are basic to any organizations
MORE WAYS TO MEET GOALS
The sense of making a personal contribution to
society is a primary factor in motivating people to
An understanding of what motivates individuals and
companies to give money is important to anyone
involved in fund-raising. Fund-raising however,
involves risks as well as benefits.
The risks of fund-raising result when companies
disclose that only a small portion of the money
raised was applied to the cause, with the rest
consumed by solicitation expenses and
The National Charities Information Bureau sets a
standard that 70% of funds raised by a charity
should go into programs.
Another risk is the Competitive Factor
THE COMPETITIVE FACTOR
The competitive factor is when the public feels or
becomes overwhelmed with solicitations for
contributions. This is why the United Way of
America exists: to consolidate solicitations of
numerous important local service agencies into a
single unified annual campaign.
The money collected from an annual campaign is
distributed among participating agencies according
to a percentage formula determined by the United
Way budget committee.
TYPES OF FUND-RAISING
Corporate and foundation donations
Structured capital campaigns
Sponsorship of events
Use of telephone numbers with “800” and “900”
area codes for contributors
2009 CONTRIBUTIONS BY TYPE OF
Religion $100.95 billion
Education $40.01 billion
Gifts to Foundations $31.0 billion
Human Services $27.08 billion
Public-Society Benefit $22.77 billion
Health $22.46 billion
Unallocated $28.59 billion
International Affairs $8.89 billion
Arts, Culture & Humanities $12.34 billion
Environment & Animals $6.6 billion
Foundation Grants to Individuals $3.51 billion
Source: Giving USA 2010
Footnote: *Unallocated contributions included deductions carried over
multiple tax years, gifts to new organizations and government agencies,
and foundation grants to international recipients.
THE ROLE OF PUBLIC RELATIONS
The crucial point is that nonprofit organizations is
that they are tax exempt.
The government grants them this status because
they enhance the well-being of their members or
enhance the human condition in some way.
Many nonprofit organizations could not survive if
they were taxed.
Public relations task to raise money and awareness
to pay for expenses and finances their projects.