In today’s challenging nonprofit landscape, the need for effective PR has never been more critical. With donations on the decline and smaller nonprofits facing the brunt of financial struggles, strategically communicating a mission and impact can feel like an uphill battle. Connecting to a nonprofit’s target audiences requires more than a noble cause and a website – it demands a powerful PR plan that can amplify an organization’s voice, foster meaningful partnerships, and inspire action.
At its very core, public relations is a catalyst for increasing visibility and building credibility, essential for any nonprofit communications strategy. A challenging philanthropic landscape means that organizations must employ as many strategic levers as possible, from earned media placements to engaging social media channels, to effectively reach the folks they need the most to thrive – donors, volunteers, and community partners. And while a nonprofit can control their social media on their terms with their own voice, powerful media placements require skill and consistency.
Earned media coverage and publicity for nonprofits, such as positive news stories or featured op-eds, not only amplify a nonprofit’s message but also bolsters its reputation and add much-needed credibility. The public sees these placements as endorsements from independent sources that validate a nonprofit’s effort, and in turn, can generate increased support from key stakeholders who will continue to advance its mission.
At the heart of any successful nonprofit PR plan is a call to action: how can coverage of the organization be used to inspire key target audiences to join as donors, volunteers, or essential key community stakeholders? Skillfully articulating your organization’s mission and demonstrating the tangible benefits of supporting your cause, in conjunction with casting a strategic net to reach those who will provide the nonprofit with the greatest impact, will ignite passion and mobilize individuals to contribute meaningfully to the organization.
Once relationships have been established with key individuals, fostering collaborations and expanding the organization’s network can then significantly amplify impact. By showcasing shared goals and mutual benefit, PR can create and grow partnerships with other nonprofits, businesses, community organizations, key stakeholders, and government agencies. These relationships will not only continue to spread the nonprofit’s message but also tap into partners’ established audiences and stakeholders, enhancing credibility in the process. Collaborative efforts may even enable nonprofits to pool resources, share expertise, and leverage siloed strengths to tackle complex challenges more effectively. The result is the cultivation of lasting relationships that may cement a nonprofit’s future growth.
Getting started with effective public relations for your nonprofit begins with mapping out the compelling messages you want to share, stories that highlight the mission, impact, and personalized accounts from those impacted by the nonprofits work. Then, match these stories with the right media outlet and channel to be in alignment with the target audience for each. For example, a story about someone being helped by a nonprofit would be great to share in a targeted local newspaper to appeal to local volunteers and donors.
Stay apprised of what others are saying about the nonprofit and be aware of what competitors are doing and saying. How can the organization join the conversation and add a voice to a timely piece of news or event and create a tie to a broader social conversation? Being proactive and responsive is necessary in today’s media landscape and crucial to create lasting visibility and impact through PR.
And lastly, remember that the key to great PR is to maintain a steady drumbeat. A one-off story placement will not be able to penetrate a community and continue to attract support. However, a regular presence in media builds awareness, reinforces credibility, and maintains relevance for desired audiences.
If you’re feeling stuck in your public relations plan for your nonprofit, we’d love to connect and show you how Fearey tackles this problem daily. Contact us.