Home Business Insights & Advice Six PR strategies for nonprofits

Six PR strategies for nonprofits

by John Saunders
25th Aug 20 10:42 am

When it comes to promoting your nonprofit, you want to sell your mission statement upon a browser’s first click or the first encounter with your brochure. As a non-profit director, you’ll need to figure out the most effective ways to tell your nonprofit’s story to the public. Developing effective PR strategies can help your team navigate the social media craze and the influx of marketing campaigns. Often, in the world of business, PR is considered to be more valuable than advertising.

Your PR strategy will play a significant role in impacting a donor’s decisions to invest in your nonprofit’s initiatives, fundraising events, projects, etc. However, implementing the right PR strategy isn’t as easy as it may sound. It’s no wonder many organizations struggle to meet deadlines, recruit volunteers, or partner with local businesses. To provide relief to these vulnerable populations, you’ll need the right PR strategy. Highlighted below are some of the most effective PR strategies every nonprofit should consider.

Partner with a PR agency

Pitching a nonprofit public relations story isn’t always easy. It can consume a lot of your time and energy if you’re operating under false premises or wasting energy on ineffective strategies. Creating a successful PR story requires strategy and creativity.

With the rising popularity of social media advertising, securing partnerships is vital if you want highly-visible companies to mention your nonprofit on the sites or social media platforms. If you’re struggling to accomplish your goals and meet the needs of low-income or vulnerable populations with these stale and overused strategies, collaborating with a PR agency could be the first step towards newfound success.

Hiring a PR expert can provide your non-profit with various benefits and present opportunities for expansion. A PR firm can also help boost brand value by gaining credibility with potential donors. Additionally, these professionals can improve your organization’s reputation in the community through influencer connections, networking strategies, and leadership strategies. Most importantly, a PR agency can help enhance your online presence and strengthen your bonds with fellow non-profit organizations and local businesses.

Team up with influencers to raise social awareness

Building and maintaining a substantial audience across different social media platforms can pose a challenging task, especially when other non-profits release content daily on Facebook, Instagram, and Twitter. Luckily, you can team up with influencers who have garnered support and established a strong voice in their industry. These influencers may include business leaders, renowned doctors, political leaders, famous writers, and celebrities. For optimal results, try to connect with influencers who have found their footing in your particular industry.

Engaging and connecting with influencers is a great way to raise social awareness for your nonprofit. However, to maximize the benefits of an industry-related influencer, ensure that your nonprofit partners with influencers who have a robust social platform where you have a presence. For consistency’s sake, make sure their views align with those of your organization.

Take advantage of free advertising options for nonprofits

If you’re working with a tight budget, these budget restrictions shouldn’t be a point of concern. There are a dozen free advertising options you can take advantage of as a non-profit organization, from access to Google Ad Grants to portable sign donations. For example, Google Ad Grants provide non-profit staff with access to advertising funds that boost your nonprofit’s performance.

Free advertising for nonprofits can benefit your organization in a multitude of ways. These benefits include reaching new supporters, accessing market insights, and boosting brand awareness.

The data collected when tracking ads will help you set-up future campaigns targeted towards your specific audience, be it your local community or the entire nation. How you set up the ads will depend on your requirements and the demographic you’d like your non-profit to reach. For small-scale nonprofits, free ads can also boost your website visibility, increase traffic, recruit volunteers, and increase monthly donations.

Invest in PPC campaigns to drive traffic and increase brand awareness

Investing in pay-per-click campaigns is another way to market your nonprofit to a broad audience. This form of advertising charges the client a designated fee each time a potential customer clicks on your ad. An effective PPC campaign can improve your advertising quality and reduce the cost of PPC campaigns over time.

The most notable incentive of this form of advertising is the ability to extend your nonprofit’s reach. With PPC campaigns, your organization can connect with target populations formerly out-of-reach. Unlike PPC, traditional SEO strategies can limit the number of donors likely to stumble on your content, regardless of how highly your nonprofit’s page ranks on Google.

Build your social media profiles and post frequently

Your social media profiles play a pivotal role in your marketing strategy. The best way to attract donors to your content is to build appealing social media profiles. The first step is to post images of the right size and color. Be sure to optimize your profile images and uniform your content across all platforms for professional-looking results.

Represent your nonprofit’s core values and do your team justice by untagging your organization from unprofessional or inappropriate posts and photos. Besides making your profiles attractive, you’ll also want to post regularly to keep the audience engaged. Most importantly, your content should be both useful and entertaining to your target audience.

Become an authority on your nonprofit’s subject matter

Achieving expert status in your niche is often an effective strategy to increase community visibility. Once you’ve established yourself as an expert in the nonprofit industry, potential donors will acknowledge your insights as truth.

You can acquire expert status in your nonprofit’s subject matter by establishing your content curation strategies to grasp what works for your nonprofit and target audience. As a first step, you’ll need to determine your goals, identify your ideal audience, choose your subject matter, and develop a brand image.

 

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