Compassionate Companies Contribute To Their Communities
Non profit public relationsppt
1. NON-PROFIT
PUBLIC
RELATIONS
Melinda Alaniz
November 15th, 2011
2. What is a Non-Profit?
Non-profit organizations are noncommercial
entities whose main purpose is to serve the
public interest.
They do generate income or hold assets.
However, they have restrictions on how their
income may be generated and managed.
They are represented as fostering
goodwill, and as beacons of social
responsibility.
3. Non-Profit Facts
Non-profit organizations are classified as not-for-
profit organizations or charities.
In the United States there are almost 2 million such
groups.
Non-profit organizations have approximately 7
million people working in the non-profit sector.
Non-profit organizations can range from
membership organizations, advocacy groups and
social service organizations to educational
organizations, hospitals and health agencies, small
city historical societies, and global foundations
that disperse multimillion-dollar grants.
Non-profit organizations are tax exempt.
4. Public Relations and Non-
Profits
Non-profit public relations differs from
traditional public relations because these
organizations are not profit oriented.
Recruiting volunteers and keeping them
enthusiastic are essential for non-profits.
All non-profit organizations create
communication campaigns which include
special events, brochures, radio and television
appearances to stimulate public interest and
involvement.
5. Fundraising
Most non-profit organizations establish fundraising
goals and formulate plans to raise money.
Most donations are made by corporations and
foundations but individual contribution exceed
combined corporate and foundation donations.
Approximately 75 percent is individual
contributions.
In 2008, the American Red Cross raised
approximately $3.2 billion, followed by Food for
the Poor who raised $1.5 billion and Feed the
Children who raised $1.2 billion.
Charities often receive these amounts of
donations after well-publicized events.
6. Types of Fundraising
Structured Capital Campaigns
DirectMail
Event Sponsorship
Telethons
Telephone Solicitations
Online and Social Media
Corporate and Foundation Donations
7. Risks
Fundraising involves risks as well as benefits.
An organization needs to remain credible
and at the same time needs to adhere to
high ethical standards when soliciting
contributions, so that expenses constitute a
reasonable percentage of the funds
collected.
Groups have had their reputations severely
damaged by disclosures that only a small
portion of the money they raise is actually
applied to the causes they advocate.
8. By The Way…
Organizations must regularly analyze the
competition they face from other fund-raising
efforts.
The public can become resentful and
uncooperative if approached too frequently
for donations.
A partnership with United Way is a good way
to gain funds. They collect funds during a
drive and then distribute among participating
agencies.
9. Why Volunteer or Donate?
In a Gallup Organization survey 53
percent of those people responding said
that their personal motive for volunteering
and giving was “assisting those who are
less fortunate.”
The second most frequent reason was
gaining a feeling of personal satisfaction.
The third reason people said was religion.
10. Advocacy Groups
Organizations that fight for social causes, such as:
poverty, abortion, and racism to threats such as epidemic
diseases and environmental degradation.
They advocate to promote their own causes, but also are
seen as lobbying for the good of the whole society.
Some examples are Greenpace, People for Ethical
Treatment of Animals (PETA) and American Family
Association (AFA), which are all activist groups.
Some social issue groups are Mothers Against Drunk Driving
(MADD), Right to Life and pro-choice groups such as
Planned Parenthood.
These groups spend anywhere from $500,000 to $1.75
million on lobbying efforts.
12. Advocacy Groups:
Strategies and Tactics
Lobbying
Litigation
Mass Demonstration
Boycotts
Reconciliation
Fund-raising
13. By The Way…
The Gates Foundation, which is the largest
foundation in the world, received a donation
in 2006 of $30 billion from the world’s second
richest man, Warren Buffett.
By giving 85 percent of his fortune, he
doubled the foundations assets to $62 billion.
The Gates Foundation funds projects for
education and global health.
The second largest foundation is the Ford
Foundation with a $11.6 billion fortune.
14. Social Service Organizations
Social service organizations include social
service, philanthropic, cultural, and religious
groups that serve the public in various ways.
Their advocacy is rooted in a sense of social
purpose and the betterment of society as a whole.
Social service organizations require active and
creative public relations programs. They frequently
have dual roles, both service and advocacy.
Some examples of organizations are Goodwill
Industries, the American Red Cross, the Boy Scouts
and Girl Scouts of America, and the YMCA.
15. Public Relations Within Social
Service
Public relations goals vary depending on the
purpose of the social service organization.
Non-profit social service organizations
develop public awareness, encourage
individuals to use their services, recruit and
train volunteer workers and obtain operating
funds.
Most cultural institutions have in-house
divisions of public relations but others, employ
outside agencies for these purposes.
16. Social Service Organizations:
Strategies and Tactics
Publicity
Creation of Events
Use of Services
Creation of Educational Materials
Newsletters
