PR for nonprofits is different. Here’s why.

Every PR campaign has similar goals: expand your reach, increase legitimacy and get in front of the right audience. If done correctly, this leads to increased sales and new opportunities.

For many nonprofits, however, PR goals go beyond an increase in donations or a higher sign-up rate for volunteers. Many nonprofits are working on very specific projects that benefit from public support as well as partnerships from businesses and organizations.

Take for example a nonprofit that puts on an annual golf tournament used to raise funds for cancer research. An effective PR campaign would target local media coverage, like local newspapers and TV stations, because most people entering the tournament are going to be from the local area. You’d also want to reach out to relevant sponsors, like the pro shop in town. And connecting with other nonprofits with similar missions means they can reach out to their email lists and membership to let them know about your event.

I’ve recently worked with an environmental nonprofit that is seeking approval from their city council for permanent protections for a preserve area. We’ve put together a coalition of other environmental nonprofits in town, offered informational field trips to the site, and partnered with local media to increase public support at city council meetings.

For larger nonprofits, fundraising may be a large part of the PR picture, but public support for ballot referendums or working to change the national narrative about a particular issue may be just as important. Working with a holistic PR strategy that takes into account the larger goals your organization is working towards means you can target the right platforms and develop effective story angles.

Even if your organization isn’t ready to hire a full-time PR professional, working with a publicist on a particular project or on the launch of a new initiative can be incredibly valuable and cost-effective. There are also numerous marketing grants available for nonprofits that can be used to pay for PR.

If you want to learn more about how to leverage PR to meet your nonprofit’s goals in 2024, reach out to us for a free initial consultation today.