If you don’t know how to market it effectively, your nonprofit will remain a “best kept secret”. This is why Marketing and PR are essential to nonprofits for promoting your programs and services, as well as your organization as a brand.
Nonprofit public relations traditionally meant developing a strong relationship with your local media to increase visibility and community support. While good media relationships and support remain vital to not for profit organizations, good PR is more than good media relations. In today’s digital world, nonprofits need a public relations strategy that bridges the gap between traditional and new media and communications, and projects a trusted image for your organization.
4 Reasons Nonprofit Organizations Need Public Relations
1. Media Relations
Positive media relations will always be critical to nonprofits for fundraising, increasing community visibility, recruiting volunteers, and attracting donors and supporters. PR can also establish your staff, donors and volunteers as SMEs – Subject Matter Experts – for news releases, as trusted media sources and as authorities in your field.
2. Digital Marketing
Digital PR includes evaluating and choosing your social media channels, developing a website, and creating a content strategy that informs and attracts your audience. Only 69% of nonprofits have even a part-time employee working on social media, and many websites fail to reach, inform or convert their intended audiences. Much of digital marketing is “free” to use: but the wrong digital strategy can be costly to your nonprofit. Public relations via digital marketing support campaigns such as digital cause marketing campaigns, a trending partnership strategy where for-profit companies partner with a nonprofit cause to raise awareness and funds through online platforms.
Logo design, videos, print ads and brochures, newsletters and events require a consistent message and image to promote your nonprofit’s public face. PR branding is critical to making your nonprofit organization stand out and be noticed, and to target the right audiences. Developing a style guide, a consistent voice and the desired image for your nonprofit all impact how your audience receives and interprets your message.
4. Executive Communications
Many nonprofit executives, board members and donors are called on to address the media, make speeches, prepare annual reports, and write papers or articles for grant funding, project briefings, and industry communications. Public relations and media training advise, prepare and support you during crisis and ongoing communications efforts to share your nonprofit’s vision and goals.
Public relations is the foundation for nonprofit organizations to communicate with and attract the support of their community and promote their cause to internal and external audiences. A strong public relations strategy turns your nonprofit into a magnet that attracts donors and supporters. PR raises awareness of your organization and exposes you to new opportunities in the community: and exposes the community to your nonprofit.