fundraiser and communicator? nonprofit pr success
TRANSCRIPT
Fundraiser and Communicator?
Nonprofit PR Success
•Public Relations defined•How is nonprofit PR the
same/different?•The public relations plan• Tactics to work smarter•Questions & Answers
Today’s Talk
Public Relations
How we communicate and build relationships with
all of our publics
Nonprofit PR - The Same or Different?
•PR Plan elements are basically the same•Public/audience, budget, resources may be different•Current economic conditions have lessened the differences
•Research•Goal•Objective•Strategy•Action/Tactic•Timeline•Budget•Evaluation
The PR Plan -ReGOSATBE
•Poll, focus group, mail questionnaire
•Man on street, post question on Facebook or Twitter, interview past donors, talk to peers
ResearchFormal or informal
The big, hairy audacious accomplishment
Be the top-of-mind organization when Alaskans think “advocacy for girls.”
Put ourselves out of business when no Alaskan goes to bed hungry.
Goal
•Public - who do we need to reach?•Effect - what effect do we want to
have?•Level - to what degree?•Timeline - how long do we have to
get it done?
Example: Convince 50 of our current donors to increase their level of support over the next six months
ObjectiveP.E.L.T.
How you’re going to do it
Example: Fifty add some $50s campaign
Strategy
Actions/TacticsThe PR tools in the toolbox
•Direct mail campaign•Special event/reception•Collateral-brochure, flyer•Workshop on Planned Giving•Launch online giving capability•Board member in-person meetings
Who is doing what and when
Timeline
Budget
What’s it going to cost
Evaluation
Did we accomplish our objectives?
How many donors did we get and how much more did they donate?
Nonprofit Tactics
•Collaborate with others•Find volunteers/board members with specific skill sets•May have to forego advertising•Out of box thinking is even more critical •Social Media-try to keep up!
Smaller budgets and less resources mean work smarter, faster and focus
on results
Tactics that WorkJr. Classic video for Kenai River Sportfishing Association
Tactics that WorkWorld Wildlife Fund - Media Relations
News ReleaseMarch 6, 2009Contact: Margaret Williams, WWF, (907) 830-4349Kathy Day, KD/PR, (907) 868-4884 or 229-2470 cell
Pribilof Island Ship Grounding Highlights Urgency for Shipping Safety in Alaska
Anchorage (March 6, 2009) – Residents of St. George Island, the US Coast Guard’s Pacific Strike Team, local USCG personnel, and a marine salvager are converging on the remote Bering Sea island to respond to the grounding of a Seattle-based trawler, the Mar-Gun, on the wildlife-rich island. With the crew of the 112-foot fishing vessel safely rescued, the quickly assembled emergency responders have now turned toward the task of removing oil from the ship before it leaks onto the beaches of one of America’s largest seabird colonies and summer breeding ground for thousands northern fur seals
Tactics that Work
Tactics that WorkAlaska Children’s Services - tell your people stories
Tactics that WorkPick. Click. Give.Make lemonade out of lemons
