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PROMOTING YOUR NONPROFIT…
Gretchen Hirt GendronSarah Hugg Centorino
GAMBEL COMMUNICATIONS
…ON A SHOESTRING BUDGET
What is public relations?
At its simplest level, PR is any
communicationbetween an
organization and its community.
PR is how we communicate who
we are, what we do and how we benefit
the community.
PR conveys the right message to the desired audience at the proper
time using the best language/medium.
WHEN DONE CORRECTLY…
… and publicity is any information from an
outside source and the media that is
considered “newsworthy.”
(TV interviews, news stories, editorial pieces, social media
posts, etc.)
PR PROVIDES PUBLICITY
70% of consumers prefer to get to
know a company via articles over ads
81% of small businesses & 92%
of NGOs use social media
Only 14% of journalists cite the public as a source for news stories
96% of B2B buyers want more content
from industry thought leaders
Users expect a response on social
media within 4 hours
PR gives organizations added
credibility + new platforms from which
to tells their stories to existing and potential
donors and advocates.
MOST IMPORTANTLY
Let’s dig into some strategy …
PR FOR NPOSBEGINS WITH
STRATEGY
Identify (and maintain) your brand.
Layer PR into your marketing strategy.
Understand PR.
Understand your organization.
Keep your vision and mission statements in mind.
Remember, PR is one of many platforms to tell your story, so keep it consistentwith your other marketing
efforts.
DEFINE YOUR BRAND
Look at your organization through a PR lens.• What stories stick out to
you as “newsworthy?”• How can you appeal to your
target audience through editorial pieces? Social media? Interviews?
• What people and events illustrate our mission/vision?
DEFINE YOUR BRAND
PR IS A LAYER
Communications Strategy
MembershipAdvocate
engagementDonor
retentionBrand
awareness
Public Relations
PR IS A LAYER
On a more superficial level, how are you sending these messages to media? • Maintain a consistent look
and point of view• Keep company messaging
consistent from pitch to pitch
PR IS A LAYER
What do you want the public to know
and how do you want them to know
it?
WHAT IS PR (PART II)
Enhance programs & maximize development efforts through:• Media Relations• Community Relations • Donor Relations• Social Media• Advertising/Digital Marketing• Crisis/Issue Management
WE USE PR FOR..
• Announcements• Events • Issue
management/advocacy • Crisis • Partnerships• Brand awareness
KNOW THY SELF
How do you get yourself and your organization in a position to accomplish these things?
• When to use internal resources
• When to outsource
KNOW THY SELF
Good questions to ask yourself: • What are your fundraising goals?
• What are your PR goals?
• How will you deliver your message?
• How will you maintain relationships?
• How will you track your progress?
• Who will manage your PR efforts?
• When will you seek outside counsel?
MOVING FORWARD
Plan annually, by quarter or by initiative/campaign. Identify your goals and objectives, then ask yourself:• What strategies do I already
have in place?• Which strategies can I
enhance?• What do I need in order
make new strategies a reality?
QUESTIONS?
