PR Prescription for Nonprofit Success

Time for a Nonprofit PR Boost

by Michael B. Perini, ABC
perini & associates

There are currently more than 1.5 million nonprofit and charitable organizations in the United States, according to the National Center for Charitable Statistics

In a world where sharing is more critial than ever, how do nonprofit organizations “tell their story” with so many of them reaching out by-in-large to the same public?  A public , by the way, that is strapped for free time and resources.

Look around you.  We all know folks who are struggling now in the current economic crisis.

Truly all these organizations have the same challenge:  to  reach out in a embracing manner that informs, educates and becomes a call to action whether it be volunteering or those dreaded  two words: F U N D   R A I S I N G.

Many nonprofits, especially at local and state levels, do not have the in-house public relations staff to provide that key advice and counsel in the 24/7/365 instant information world in which they must compete for time and attention.

Having experience on several nonprofit boards plus experience starting up a volunteer service organization, I can say  that the road today is a tough one.  HOWEVER!  It can be traveled!!  And, with this post I offer a few necessary tips and tricks to make the public relations aspects of the nonprofit organization work.

Where is da plan? I recently was a guest presenter at PRSA Colorado’s annual “PR Boost” for nonprofits. A wonderful opportunity for local nonprofits and an activity that should be repeated elsewhere.  Nearly every nonprofit representative I worked with said, “What plan?”  Having a communications plan is critical as a necessary first step.  It’s your roadmap to success.  A basic plan has the following areas of concentration:

• Part 1: Introduction with Mission Statement
• Part 2:  Situational Awareness/Challenges to overcome/Identified target markets
• Part 3: Marketing Strategy and Objectives/Financial Objectives/Marketing Objectives
• Part 4:  Tactical Programs/Target Markets/Services, Programs and Products/Promotion (advertising, sales, public relations and personal selling)/Implementation time table with long, mid and short-term strategies
• Part 5:  Budget (1, 3 and 5 years)
• Part 6:  Additional Considerations (Internal and External Factors)

What really works! Everyone wants to know the answer, right?  Well, it isn’t just having a website. If you have a site  it has to be updated frequently and must communicate effectively.  It isn’t just having your organization page on facebook. The “wall” needs to pop and content updated.   It isn’t one event to attract folks to your organization.  A more frequent strategy for special events is often a better course of action.   Remember, all these activities are just “dots” or separate activities.  Isolated likely and without links to the other often I find.  In my view, the key is “connecting the dots”.  Having an integrated approach —  where all public relations practices tie together — there is your key to success that will also result in a remarkable return on investment.

Grade your paper!  Isn’t the cat cute?  Well, I think so.  The graphic represents the “CAT” or Communications Assessment Tool that we have developed at Perini & Associates.

Our analysis guide  covers the public relations aspects for a nonprofit — from top to bottom.  The end result is a “prescription” toward success.  “Two aspirins or open heart surgery,” I often tell clients. What does your lab report indicate?

If you don’t have public relations expertise in your nonprofit I would recommend you find a successful practitioner who can evaluate your PR pulse and provide you a plan for success.  Contact us at: customerservice@periniassociates.com.

Yes, it is a tough time for nonprofits.  But it is a time in our nation for sharing in both resources and volunteering.  I see it daily in my professional and personal life.  I hope you do as well.  People need a push as to where to turn their talents and resources and nonprofits need to do a better job of informing.

Finally, the recommendation I have for nonprofit success is moving above the crowd and showcasing the value of your organization in connected and planned ways.  You can get a real boost if you take the time to invest in seasoned public relations practices.

Please let me know what has worked for you and your nonprofit.  If you need a guide, please let Mr. Cat  assist.