Few nonprofits employ public relations staff; they try to use their resources to provide the nonprofit’s services. In the majority of organizations, the employees performing the day-to-day activities are also responsible for marketing and PR.
Unfortunately, for many nonprofits, marketing and PR are low-priority items. However, there are a few steps any nonprofit can take to increase the public’s awareness of the organization.
Make sure all materials are well written and up-to-date, and that they offer relevant information on your nonprofit and its programs. Plan events well in advance and offer tie-ins for corporate or private sponsors for these events.
Work on compelling and well-thought-out reasons for convincing funding sources to give the nonprofit their funding dollars.
Create a database of media outlets and other possible information sources that include the media type, contact name, phone number, fax number and email address. Consider including entries from local television, cable and radio stations; local and community newspapers; professional newsletters and journals; relevant organizations; wire services; and relevant websites.
Nonprofits should also plan regular public exposure by: (1) circulating their everyday news to the media; (2) offering education to the public: and (3) offering the public ways to familiarize itself with their individual missions. One very effective marketing method is to provide an educational or instructional forum for community members and/or professionals in the nonprofit’s field of service.
Nonprofits should hold regular “open houses,” tours and community events to broaden their exposure to potential funding sources. Tours and open houses may be held on an invitation basis, whereby select groups of potential funding sources are invited to see the facility and ask the staff questions about individual jobs and projects. Conversely, a regularly scheduled tour or open house that is open to all who are interested will allow potential donors to observe the actual functioning of the organization.
Regardless, nonprofits’ employees should be proactive about obtaining funding and maximizing their community profiles.
Matthew King is a Seattle attorney. He can be reached at 206-414-9307 or via email at matthew.king.esq@gmail.com.
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