Many people raise the question, “Does PR benefit nonprofits?” In reality, relying on public relations far exceeds just inquiring financial support. Public relations is relatively about sculpting a positive image that brings opportunities that align with the goals of your organization. Learning the various ways to shape your communication efforts will encourage members of your organization to positively represent your goals throughout the community.
Often times, the goal of nonprofit organizations is to persuade the community to behave in a specific manner. For this purpose, public relations can help spread the word with particular issues that interest your organization. Public relations activities may include promoting a specific cause, creating email campaigns, or writing articles and blogs for specific magazines or newspapers. In addition, having a continuous PR campaign may assist with encouraging the Internal Revenue Services to grant or remove tax exemptions from your organization. As stated in a recent blog article, How Innovative Performance Incentives Made 1 Non-Profit a “Top Organization to Work For,” continuous communication with the public and your employees will ensure that the goals of your nonprofit are conveyed in the appropriate manner in order to build a following for meetings, fundraisers, and volunteerism in the future.
Having a positive public image is crucial for all nonprofit organizations. Having this image inspires others to contribute their time and money to your organization. The majority of all nonprofits entail volunteer assistance in order to operate their business and accomplish the goals that have been set forth. Volunteer work may include donations of skills such as web development and graphic design. Volunteer work also includes modest tasks such as working at registration tables during events.
With volunteer assistance from the community comes great organizational responsibility. It is important to track your volunteers through an efficient human capital management system so that your organization maintains control of those offering their assistance. Having a strategic human capital management system reduces compliance risk, organizes time and attendance, and increases productivity to guarantee that all task are completed. If you cannot measure performance and how much time is being invested by volunteers, you cannot measure the success of your nonprofit.
As stated, having a positive public image encourages others to contribute their time and more importantly, their money. When donors see the success of nonprofits, they are more likely to contribute their money. Also, when donors see that their money is being spent on positive causes, they will continue funding your organization.
The efforts of your nonprofit can be boosted through the help of legislation. Nonprofits that focus on explicit conditions or diseases will escalate their chances of the state legislatures increasing their funding but only if they possess affirmative public relations. Furthermore, nonprofits that have a difficult time directly contacting legislators can inform them by adding their emails to your organization newsletter or email campaigns to engage them in your activities. This can in return provoke these legislators to support the goals of your organization.
There are many benefits of having public relations for your nonprofit organization. Shaping your organization publicly can increase aspects of your business that most nonprofits struggle with such as funding and receiving assistance from the community. Understanding how to properly convey your public image and organizational message will ensure that your nonprofit thrives and receives the support it deserves.
Ashe-Edmunds, S. (n.d.). Do Non-Profit Organizations Need Public Relations? Retrieved March 18, 2014, from http://smallbusiness.chron.com/nonprofit-organizations-need-public-relations-70340.html