How to get good public relations for your nonprofit
Nonprofits are unique because their objective is to help the community and society, Robert Heath and W. Timothy Coombs note in their book "Today's Public Relations: An Introduction." Nonprofits depend primarily on donations to help them achieve their humanitarian mission. To generate interest and attract donations, spread the word about the nonprofit group in the community and in the news media. Good public relations can also increase membership.
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Instructions
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Play off the emotions of your cause. Relate the nonprofit's cause to your public relations efforts and humanize every event. In his book "Public Relations for Nonprofits," Art Feinglass stresses the human element, which drives nonprofits but can be lacking in corporations and other groups seeking media attention. Utilize it and seize the opportunities it offers. It's no secret that everyone loves a good story, especially one that tugs at the heartstrings of its audience. One example would be a military family struggling after a husband and father returns home from war. Any story involving animals grabs attention, too.
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Create an online social media campaign. Tap into the membership database and use websites like Facebook and Twitter to create buzz about the cause. Don't underestimate their power. Updating the content daily can increase membership and awareness and even generate revenue. In a June 2010 article in "The New York Times," David Kirkpatrick, author of the book "The Facebook Effect," says that over 20 percent of the 1.7 billion people on the Internet -- including more than 35 percent of Americans -- use Facebook regularly. The best thing about using websites like Facebook and Twitter is their cost -- they are free.
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Plan an unusual fundraiser. Brainstorm with the membership to put together something that is relevant to the nonprofit's mission and interesting enough to grab attention. Instead of arranging one more silent auction, dinner or charity walk, think outside the box. If the nonprofit is a historical society, hold a dinner where everyone must dress up in period costumes. Events like this often generate interest from the local news media, and everyone loves free publicity.
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Pay attention to the news cycle. Read the local newspaper and watch local television newscasts to find out how what is going on in the news affects the nonprofit organization, and how the nonprofit can help. Let's say you're seeking publicity for a nonprofit that provides hospital equipment to low-income families and you see a story in the local news about a family who needs what the organization offers. The nonprofit group can donate the equipment to that particular family while you send a news release to the local newspaper. This will get the nonprofit group's name out in the community in a favorable light.
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