When Do Nonprofit Organizations Need Public Relations?
Strong public relations strategies are essential for non-profit organizations. In fact, they can help them educate the public, along with increasing donors and cultivating volunteers. Despite this potential, however, nonprofit organizations allocate less than 5 percent of their budgets on PR or marketing campaigns. These numbers are alarming, since most non-profits and charities are always looking to extend their reach across the Web. Similarly, these philanthropic brands are always looking to create mass awareness and validity as well. A recent infographic chronicles the importance of public relations services for any new or existing nonprofit.
To learn more, checkout the infographic below created by University Of San Francisco’s Online Master of Public Administration degree program.
The Benefits of Nonprofit Public Relations Services
With years of extensive industry experience, PR firms continue to help nonprofits domestically and abroad. In fact, they have the tools and expertise to conduct successful nonprofit fund-raising campaigns. This includes crowd funding online, along with traditional marketing and advertising services. They also lead or assist any non-profit with donor procurement, engagements, and membership drives. They even help organizations with volunteer retention, as well as public affairs lobbying and advocacy. One phone call or e-mail is all you need to get help for event planning, social media marketing, media relations, and even crisis control and communications. These companies specialize in helping nonprofits achieve their yearly goals and aspirations.
Raising Awareness and Raising Funds
PR firms employ industry-leading professionals that specialize in non-profit sector campaigns. This includes social media gurus, along with advertising specialists and marketing professionals. They also network with customer service reps, client fulfillment teams, and so much more. As always, a PR agency can raise social awareness about any cause or issue. In fact, they can inform and educate potential donors about the issues your nonprofit holds to heart. For example: public relations experts can easily formulate strategic marketing plans to raise awareness about breast or other cancers.
This includes fund raising, along with educating the public about risks and prevention. They also create marketing and educational materials for both online and offline purposes. This includes social media campaigns, donor engagements, fliers, TV/radio spots, commercials and so much more.
Research Funding and Grants for Studies
Public relations firm also help organizations with research funding and grants for studies. In fact, this is a crucial part of non-profit PR services in any capacity. These services are designed to lobby the government via educating legislators about issues, while discussing ongoing research initiatives.
Similarly, they can show the government how to increase support for research and preventative measures. PR firms also handle all marketing aspects for nonprofits across the board. This includes e-mail lists, donor calls, and monthly newsletters. Other services include social media campaign blasts, as well as Tweets and anything and everything related to marketing your company’s goals and directives.
Member Engagements and New Drives
Nonprofit PR agencies also focus on member relations. This includes answering any questions and concerns, along with maintaining and developing relations with new donors. They also go those extra miles to support those that support your non-profit’s message and goals. As always, it is up to these members to decide if they want to financially support nonprofit operating expenses or not. Whether they choose yes or no, they are always kept in the loop with newsletters, fundraisers, and campaigns. Of course, they can easily opt to stop receive correspondence — in any platform — as well.
One of the main goals of publication relations are to you help your organization raise funds. This is done via several avenues, which include traditional calls and e-mails. Donor packages are also sent out for those interested, while crowd-funding links are sent via e-mail or social media posts. Member relations are also implemented and monitored via newsletters, magazines, online seminars, or outdoor/indoor events. Large donors — and any donors — for that matter always receive tax write-off information. They receive receipts as well, and vital information on government support for grant writing. From cancer and AIDS research to Alzheimer’s disease and more, public relations companies handle all marketing services for any non-profit organization.
The info-graphic also highlights the many ways PR firms utilize social media to reach audiences. In fact, Facebook and Twitter are some of the platforms these agencies utilize to extend any nonprofits reach across the Web. These networks also enable public relations teams to discuss a range of relevant topics. This may include new donor drives, along with fulfillment for existing donors and large or small corporations. This mode of engagement carries little to no overhead, and allows any new or existing organization to reach core, niche or mass audiences.
Social media marketing is also cost-effective and designed to secure timely results. This means generating a lasting buzz about the non-profit, while increasing leads and higher conversion rates. The latter, of course, revolves around gaining more donors and members — but also to get the word out about your cause or issue.
Nonprofit Public Relations Goals
While goals tend to differ among nonprofit companies, there are a several constants that remain. In fact, most PR firms working for non-profits strive to promote the organization’s overall mission. They also develop multiple channels of communications for these groups. This, of course, is to serve the growing needs of their existing and potential members. PR agencies must also be able to create favorable climates for fund raising. The latter, of course, must also seamlessly integrate across several platforms and services. This includes traditional fund-raising, online fund-raising, and other avenues as well.
Nonprofit PR professionals also support the development and maintenance of public policies — as it relates to an organization’s mission. As always, they must be able to meet all organizational goals and initiatives to the best of their abilities. While inspiring potential donors — of those that believe in an organization’s message — is not a requirement, most PR professionals do take those extra steps to educate, inform, and connect people to non-profit causes. This unique info-graphic also highlights the benefits of PR for social networking, advocacy campaigns, and especially government lobbying. For more information on how and when nonprofits need public relations, simply take a look at the info-graphic link below.