Tweet

Nonprofit PR Marketing With a Mission

Written by: Harvey Farr

Article Overview: Successful nonprofit organizations understand that to attract funding, they must promote their agency as a brand, just like commercial enterprises. Every nonprofit should create and implement a public relations / media relations program to let potential funders, supporters and volunteers know who they are and what they do. This is a must for effective fundraising. With all the nonprofits in the country, getting media exposure is competitive and not an easy task. But it can be done as this article outlines.

Nonprofit PR Marketing With a Mission

If you’re the executive director of a nonprofit organization, you come to work each day with two things on your mind. First, how can your agency best fulfill its mission, and second, how will you get the funding you need to fulfill your mission. The two are intertwined, a Catch-22 if you will. While most nonprofit leaders love doing the work of healing the sick, feeding the hungry, housing the homeless, educating the uneducated or even furthering the arts, many heads of nonprofits dread the never-ending yet unavoidable task of fundraising.

There are many routes to fundraising. The obvious and perhaps most predominant one is writing grants for foundation funding. But there are many others including government assistance, nurturing private donors and creating special events.

There is no secret to effective fundraising, but it is clear that the most successful nonprofits have an easier time raising funding when they have an effective and ongoing marketing and public relations program in place.

The reason is obvious. First, funding is more likely to come the way of an organization that has an image and that people know or at least have heard of. Second, donors prefer giving money to organizations that are successful, not appearing as through they are teetering on closing their doors. Nobody wants to donate money to an operation that may not exist tomorrow to carry out its mission.

That’s why so many nonprofits are creating and implementing campaigns to brand and position themselves. And most of all, every nonprofit rightfully seeks positive media exposure

Getting the media to profile your nonprofit is not an easy task. In fact it is tough. There are hundreds of thousands of nonprofits in America, each seeking media exposure. How many of these organizations can get profiled on a national television program? How many can get a feature story in the Los Angeles Times, New York Times or any other major metropolitan newspaper?

Too few.

So how is it done? Can it be done? Yes it can.

First, determine how your nonprofit is different from all the others who seemingly do the same thing you do. Yes, every nonprofit agency is different, you just have to look close. Second, think how you can market your differences and make them interesting -- no fascinating -- to the average reader or TV viewer. Third, define how your work is changing lives for the better. You are, aren’t you? Fourth, look for anecdotes, real-life examples of people whose lives your agency has changed.

Take all over the above, put together a list of media targets that you believe may have interest, and craft an email selling your story. You may not like the term, but it is a sales job and if you believe in your nonprofit, as I’m sure you do, you should have no problem touting yourself.

Certainly this is an oversimplification of how to get media exposure. That’s why public relations professionals exist who have the experience and knowledge to help you craft your message and deliver it to the right people in the right manner.

But if a PR pro is not in your budget, try it yourself. The reporter may say no at first, but don’t give up. Sooner or later you’ll likely come across a story the media will find irresistible. And when you do, take that story and send it to as many donor prospects as you can so when you solicit them for funding, they will know who you are and what you do.

Related Articles
  Starting a Non-Profit
  Strategic Thinking Planning for Nonprofit Organizations
  Nonprofit Vision Statements, Core Values & Mission Statements
  Starting A Nonprofit
  Profitable Non-Profits

Article Tags: los angeles pr firm, marketing, marketing firm, pr firm, public relations



Related Forum Posts
Mission Mantra - Why don't we call it a mission mantra? It depends on the business and how much emphasis they put on a Mission Statement or Mantra. Most of the business I've dealt with don't really care to much about a Mission Statement and only believe they need one because everyone else has one.
Re: Essential Leadership skills - Vision Values Mission Strategic Thinking Decision Making Communication Team Bonding People Development Coaching / Mentoring / Guiding / Grooming Presentation Thanks Robert
Re: What is your Business? - We are running a Online Marketing Firm and we have some good clients to which we are offering a complete Digital Marketing strategy like Search, Mobile Marketing, Branding and Design. I think in Online Marketing company online presence can be a wining factor for the success of the company.
Re: Let’s talk about the ways of marketing your products, servic - I agree with some of the others who responded it depends on what your selling... but to answer your questions here are some of the methods I use. Forum Marketing Yahoo Answers (I need to use more of) SEO (Search Engine Optimization) Bum Marketing or Article marketing P-P-C (Pay Per Click) Marketing Online Directories Hope this helps.
Re: Should Evan add a "Social Media Marketing" category to the f - Hi, Online Marketing would be a great title, and having sub categories would make it even better, there would plenty of categories to choose from, Social Media, SEO, Article Marketing and yes even Affiliate Marketing to name just a few, great looking site btw Jeff, take care, Carol


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

The five pillars of internet marketing strategy

Looking for an Easy Online Business Opportunity?

Ten Steps to Go from Idea to E-book for Sale

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.