comes down to your public relations strategies
Think about it this way: let’s say that you own or you work for a non-profit organization whose purpose is to support people of color in marginalized communities by providing them with access to quality education and health services. However, despite your best efforts to spread the word, for some reason, your organization just can’t seem to get the funding needed to make an actual real difference.
The problem? It turns out – it’s your PR. Your messaging was inconsistent, your social media presence was lacking, and you just weren’t effectively communicating the impact that your organization is having on the community and how you might actually impact it.
Think about it this way: let’s say that you own or you work for a non-profit organization whose purpose is to support people of color in marginalized communities by providing them with access to quality education and health services. However, despite your best efforts to spread the word, for some reason, your organization just can’t seem to get the funding needed to make an actual real difference.
The problem? It turns out – it’s your PR. Your messaging was inconsistent, your social media presence was lacking, and you just weren’t effectively communicating the impact that your organization is having on the community and how you might actually impact it.
Public relations is all about connecting people to your organization and your cause. It's about cultivating relationships with potential contributors and supporters so they feel committed to your organization's success. Fundraising must be done correctly if potential contributors are to develop trust, credibility, and a sense of community.
PR helps build trust and credibility with potential donors by helping them understand what you do better than anyone else. But more often than not, when charities are asked about their goals for PR, the first thing they say is “raise awareness”, followed immediately by “raising money”. This way, we end up having this assumption that these two goals are related, which can lead to the public having an unrealistic and inaccurate image of what our actual goals are. That’s why having a PR strategy that is focused on building relationships and fostering those relationships with compelling messages is extremely important.
But PR can also play a crucial role in cultivating those relationships with donors and creating a sense of community around our organization’s cause. By engaging with potential donors through social media, events, and other outreach efforts, as charities, we can build this trust that we’re talking about and demonstrate first-hand the impact and the importance of our work.
A well-executed PR campaign can boost our fundraising efforts, while a poorly executed one may undermine our fundraising efforts. And let’s face it – nobody wants that. The best way to ensure that a clearly communicated, strategic PR campaign will be successful is to consider the following key elements when planning your campaign.
First of all, research your audience. The key audience for your organization is the one you want to reach with the PR effort. If you're not sure who this audience is or what they like, speak with members of your board or senior management about their ideas!
Do not forget to communicate with clarity to your target audience. You have only one chance to make a first impression on an audience. You must choose words that will resonate with them because they'll be the ones who decide whether or not to support you financially or donate time or resources toward achieving your goals.
And utilize social media with caution. Social media may be a powerful tool for communicating with audiences interested in certain themes such as education, women's problems, and health care. However, you must utilize these platforms properly to avoid alienating prospective supporters or funders who may not be interested in these issues at all. You must understand what you desire and what your company stands for!
The Ice Bucket Challenge might’ve revived some memories from 2014 when everyone was pouring a bucket of ice water over their heads to raise awareness for the research into amyotrophic lateral sclerosis (ALS) and encourage donations. This campaign was a huge success, raising over $115 million for the organization and increasing their visibility exponentially.
This is a prime example of how creative PR efforts can capture the public’s attention and spark a viral moment. It was a simple yet effective idea that engaged people from all walks of life, from celebrities to everyday individuals, to participate in the challenge and donate to the ALS Association.
The campaign’s success was due in part to its strong call to action, which encouraged people to take immediate and tangible steps. It was also due to the fact that it was something that wasn't done before. After all, who would’ve thought that challenging people to pour themselves a bucket of cold water over their heads would gain so much traction?
We mentioned it before, and we have to emphasize it again because it’s an essential part. Determine your target audience! Who are you trying to reach with your fundraising message? This will help guide the messaging and tactics in your PR plan.
Then, consider the following critical components of a great public relations strategy: a clear message, consistent branding, and effective communication tactics. It's also critical to track the performance of your public relations and fundraising initiatives. Metrics such as media attention, social media activity, and contributions received can help with this.
Building a successful public relations strategy requires time and work, but the returns are well worth it. You'll be well on your way to meeting your fundraising objectives if you communicate in the right way and create connections with potential donors.
Of course, it’s important to remember that PR is just one piece of the puzzle when it comes to fundraising. Simply getting media coverage does not automatically translate into increased donations. As charities, we need to be continuously involved in making sure that our actions motivate donors to take action.
Remember that your organization's public impression can have a significant influence on its capacity to recruit and retain contributors. You'll be setting yourself up for long-term success if you put in the time to get your PR right. Who wouldn’t want that after all, correct?
