The document discusses the importance of public relations for nonprofits and provides examples of how PR can help nonprofits achieve their missions. Specifically, it discusses how PR can help nonprofits generate awareness of their cause, enhance fundraising efforts, and survive crises. It provides case studies on housing and homeless shelters that used PR campaigns to increase awareness, change perceptions, and boost donations. The document emphasizes having a clear PR plan, crisis management plan, and evaluating success metrics.

1. Public Relations for NonprofitsNavigating you through the noise.Andrea J. Sok

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 Relations Handbook for Nonprofits

3. “Effective PR is essential to raising money, attracting members, energizing supporters, and fulfilling the organization’s mission.” Art FeinglassPublic Relations can help nonprofits achieve their mission in three ways.

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. Housing Virginia Campaign 2003Create awareness for Housing Virginia and the affordable housing issue among 30% of Charlottesville area residents.Decrease the percentage of Charlottesville area residents who believe affordable housing only refers to individuals on welfare by 5%. Increase the percentage of Charlottesville area residents who believe that municipal employees and the elderly are individuals who need affordable housing by 5%.Identify target audiencesPut a “face” on affordable housing by illustrating the need among elderly and municipal workersDesign and launch a revised tag line and logoAdvertise key message in radio and printAlso deliver key messages at grass roots level through print collateral.Develop full service website with easy access to information.ObjectivesPR Plan

6. The Results48% 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 areasTotal Budget: $150,000

7. Enhance FundraisingCampaign SupportEvent Attendance Cause Marketing

8. San Diego Rescue Mission Increase total donations by 25%.Generate four times the previous media coverage as the year before.Engage at least six high profile advocates for the Mission to help with continued fundraising.Increase corporate contributions by 25%.Develop and repeat key messages Capitalized upon the community’s interest in philanthropy during the holiday season to generate publicity for the Mission’s work. Create two high profile events to engage the media and generate awareness.Media training for staffObjectivesPR Plan

9. The ResultsIncreased 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. 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. United Way of Lansing, Michigan 2002Limit the loss of donations to better than 20-50% declines (benchmark set by other United Ways in similar circumstances).Limit the loss of the number of donors who contribute. Media training for spokespersons Multiple news conferencesMeetings with local mediaDaily media briefings and updates Public service announcementsObjectivesPR Plan

12. The ResultsAnnual raised $6.32 million toward their $6.95 million goal Donor base remained stable at 3000Total Budget: $48,000

13. Recommendations PR Plan Crisis Management PlanMeasure Your Success

14. Your PR Plan“The most frequent mistake that nonprofits make when reaching out to the media is not having a plan in place first.” Lagasse

15. Crisis Management Plan“This was a crime against the community. We will prosecute those responsible to the fullest extent of the law, relentlessly pursue recovery of the stolen funds, and implement safeguards to protect community funds.”Lansing United Way

16. Measure Your Success

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