July 2, 2012#

Inspiring Communication: Insights into Non-Profit PR

Here at Sammis & Ochoa, community is an integral part of our core values. Our community involvement includes providing public relations and support for inspiring organizations such as the Raul Jimenez Thanksgiving Dinner, Susan G. Komen for the Cure, San Antonio Guatemalan Endeavor, and Transplants for Children. Another non-profit which constantly inspires is Gridiron Heroes. Gridiron Heroes exists in order to provide immediate as well as long-term resources and support to individuals sustaining a catastrophic spinal cord injury through activities associated with high school football.

Non-profits compete for volunteers and donors as well as awareness among the public. In San Antonio alone there are more than 300 registered non-profits. So how can your non-profit compete with the thousands of non-profits throughout the nation?  The connection between a successful non-profit and its public relations strategy is crucial. By communicating your mission effectively, your non-profit will stand out among the rest. The following public relations strategies will help you reach new people.

Matching your Budget:
Creating a strategy to match your budget is key. Limited time and resources can be a challenge, however strategic communications tactics can help you overcome these obstacles. Analyze your target audience and then prioritize your communication channels. One local television ad may take up your whole budget. Rather than using all your money on one outlet, create co-marketing opportunities. Partner with local celebrities, other non-profits and local businesses. This helps to leverage your resources for contacts, volunteers and support.

Getting the Media Involved:
Human interest stories provide the perfect opportunity for the media to showcase what is happening in the community. Non-profits and their community involvement provide just that. Don’t hesitate in getting to know local journalists and reporters who deal with features and community news, as well as the producers who manage the distribution of the news. Take advantage of these resources, and become an information resource for the media.

Remembering your Online Audience:
In today’s online world blogs are widely followed and highly circulated. By gaining the support of several bloggers, you also gain the support of their audiences. Facebook and Twitter are also great ways to interact with existing volunteers, donors and supporters. It also provides a great forum for highlighting upcoming events. These outlets are wonderful ways to garner feedback and keep supporters involved year-round.

Communicating with Volunteers and Donors:
This aspect of your communications campaign is truly unique to non-profit work. No other PR dealings rely so heavily on these two resources. Your non-profit needs constant communication with both volunteers and donors to keep them updated on the latest activities. This can be done through your website, social media, a monthly newsletter or a blog. Get creative with information sharing, remembering to keep your target audience in mind. In addition, maintain a current database of donors. These people are the base of your non-profit and not only deserve recognition, but desire to be appreciated for their investment in the community.

By implementing these public relations strategies, your non-profit can become an inspiration within your community.

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