PR for Non-Profit Organizations: 9 Impactful Ideas

How do you keep your nonprofit in the public eye?

It's one of the many challenges facing most nonprofits, but solving it is vital to raising awareness and keeping donations and other funding rolling in.

Public relations is one way to keep your organization's visibility high. But if you're a small organization with a tiny team of volunteers, you may be wondering what PR is and how you can use it to get the word out about your cause.

We've put together a guide to PR for Nonprofit organizations to help you plan a strategy to get your nonprofit the positive attention it needs.

What is PR for nonprofits?

Public relations (PR)is all about your nonprofit organization building relationships and a good reputation in the public arena through positive media coverage. That attracts your target audience, meaning people may actively seek you out or be more receptive to help if you contact them.

Good PR helps you raise awareness of your work. In turn, that leads to increased donations, more volunteers signing on, more projects started or completed and so on.

Marketing and public relations are related. However, marketing often uses paid (e.g., advertisements) or owned media (blogs, social media), while public relations concentrates on earned media (news stories, mentions on other websites, press coverage by local media, feature articles etc.)

How to create a nonprofit PR strategy

1. Identify your main goals

Great PR reflects your organization's mission, values and objectives and works when you understand precisely where your nonprofit is now, who you want to attract, and what you want to achieve through your public relations strategy.

Do you want to:

  • Raise awareness about the organization's cause, mission, and impact?
  • Build and maintain a positive reputation and public image?
  • Attract potential donors, volunteers, and supporters?
  • Influence public opinion and policy on issues related to the organization's cause?
  • Foster community engagement and support?
  • Educate the public about the problems your nonprofit solves?
  • Nurture relationships with businesses and supporters?
  • Build reliable financial support through monthly sponsorships or regular business contributions?

Identify your goal. Research your organization's current position in relation to that goal, what your target audience thinks or feels about it and what sort of communications they prefer.

Now, you can start planning your PR strategy.

2. Be realistic about how much time you have

Nonprofit teams are often juggling a million things at once, with most of the work being done by a handful of staff and outstanding volunteers.

So, be honest about how much time you really have and focus on the PR efforts that will give you the best bang for your buck.

Develop mutually beneficial relationships with local organizations so you can ask for help when you need it. Try looking for easy wins that won’t add too much to your plate. That way, you can boost awareness and support without burning out your team.

3. Find your story

More than ever, people are looking for genuine connections and personal relationships. Humans relate to stories on a fundamental level. They're one of our oldest traditions and found in all ancient and modern countries and cultures.

That's why human interest stories are so popular and effective. Larger nonprofits know how vital they are in marketing and PR. That's why they communicate their before-and-after stories so often, so donors understand their contribution is making a difference.

Smaller nonprofits need genuine, impactful stories, too.

  • Stories that showcase your work to existing and new audiences.
  • Newsworthy stories to attract journalists and reporters.
  • Education stories to demonstrate the need and your success in meeting it
  • Tales to demonstrate the vital contributions from local donors

4. Identify and build contacts

Who can help you with your PR efforts?

Think about local media, businesses, service clubs, schools, reporters, influencers, volunteers, board members, national media, and regular donors who might want to get more involved.

Nurturing relationships and communications with interested organizations and individuals in the community is a vital part of your pubic relations strategy. How can you help them, and how can they return the favor?

5. Pitch

People need to know about your nonprofit before they can help, so you need to get comfortable pitching your stories to the media.

Media sources include reporters and journalists, social media posts from influencers, and your own media channels (website, newsletter, Facebook, YouTube, etc.)

Again, this is where personal relationships can help. If you've built trust with your local newspaper, for example, you might be able to pop into the office or phone a reporter and invite them to cover your fundraising event.

You can also pitch journalists, podcast hosts and influencers by email. Check out How to Pitch a Podcast for ideas on reaching out to podcasters. The same ideas can apply when you want to reach out to reporters, social media influencers, or business leaders who might be interested.

Nine effective PR ideas for nonprofit organizations

Podcast guesting

Podcasts can be an excellent way to get the word out to the world. Find the sort of podcasts that your target audience enjoys and pitch your story to the host or producer.

Sounds daunting?

Rephonic's podcast database can help you find podcasts that might be interested in featuring you on their show. The Rephonic blog has a heap of articles on how to approach podcasters and how to be an effective and memorable podcast guest.

Start learning with our guide How to Get Interviewed on Podcasts.

The Storytelling Lab podcast on Rephonic

Example: Listen to Zach Green's episode on the Storytelling Lab for inspiration on how and why to tell stories that resonate and as an example of how podcast guesting can raise awareness of your organization.

Work with influencers

With influencer PR, you can work with one or more influencers who align with your mission. They'll share your organization's message and play an essential role in advocating for your cause.

Influencers may be in the public eye—e.g., TV presenters, actors, social media personalities, sports stars and local or national heroes. They may also have political influence, such as current or former politicians, respected commentators, noted journalists, leaders and activists.

It helps if the influencers have a personal connection with your cause in some way. Perhaps they or members of their family have experienced the illness, condition or trauma you work with. Maybe they came from a similar background to those you help. Or they may simply believe in your nonprofit's mission and want to use their influence to help a worthwhile cause.

Joe Crowley influencer

Example:  Anthony Nolan is a UK charity dedicated to saving the lives of people with blood cancer and blood disorders by matching stem cell donors with patients in need of life-saving transplants. Their patron is respected actor Dame Olivia Coleman, and they partner with several other prominent UK personalities who have in some way experienced blood cancer to support their cause.

Influencers may represent you on a podcast or attend your fundraising event. Popular TV quiz shows like The Chase regularly record episodes where celebrities play to win money for a charity of their choice. Those charities are often smaller nonprofits dear to that person's heart, and being represented on such a show could earn you substantial donations and recognition.

Issue a press release whenever you have news to share

Media outlets are unlikely know about your newsworthy events, achievements and updates unless you tell your media contacts about them.

The goal of a press release is to generate media coverage and public interest in the subject matter presented. Press releases are a fundamental tool in public relations (PR) and are utilized by companies, non-profit organizations, government agencies, and individuals to share noteworthy developments, achievements, or updates with the broader community.

Mailchimp.

There's an art to crafting an effective press release. Check out Mailchimp's How to craft compelling press releases to learn about relevant press release strategies and access a ready‑to‑use template.

Media Centre press releases

Example: Your press releases have more than one job. As well as alerting the media, your press releases and the articles they generate can live on your website, creating resources for any visitors to find. Build a dedicated media page, like this example from The Smith Family nonprofit, which helps young Australians overcome educational inequalities caused by poverty.

Connect with supporters on social media

Designate someone to create and share engaging content on platforms like Facebook, Twitter, Instagram, and LinkedIn. Your posts can include news items, information, acknowledgments, announcements, stories, images, videos and more.

Then, engage supporters by responding to comments and messages and participating in relevant conversations.

On The House social media post

Example: This New Zealand food-sharing nonprofit's PR efforts are chatty, informative and sprinkled with emojis, reflecting its relaxed, family-oriented vibe. Most of On The House's posts gather many likes, comments and shares, showing that its supporters appreciate its efforts.

Host events

Many nonprofits are very inventive with their fundraising. Some run established events like charity runs, galas, fairs, auctions and online campaigns every year to raise funds and awareness.

You might also organize workshops, seminars, or community service events to involve, engage and educate supporters and potential donors.

Fundraising event for non-profit

Example: This US-based water charity encourages its supporters to create their own campaign to raise money for clean water projects by highlighting past and present campaign ideas. These include running lemonade stands, asking people to give money to the cause instead of buying birthday presents, themed parties, pop-up ukulele concerts and more.

They've encouraged the next generation to join in by creating Tiny Heroes, an annual award celebrating the incredible efforts of some of their youngest supporters.

A TINY HERO’S GREATEST SUPERPOWER? THEY CAN TURN ANYTHING INTO CLEAN WATER.

A month’s worth of rice and beans for dinner. Five-minute tea parties. T-shirts that say, “I like bugs, but not in my water.” With their powers combined, these heroes have brought clean and safe water to thousands of people across the globe.

Speak in public

Perhaps you can further your PR goals with public speaking engagements. Attending conferences,  contributing to panel discussions, presenting keynote addresses and opening events all represent opportunities to raise awareness and get media coverage.

If you enjoy speaking in front of an audience, craft an impactful speech relating to the work your nonprofit does and use it as a TED talk.

Image of Colin Stokes a nonprofit TED speaker plus blurb about his speech

Communicate through content marketing

Posting informative and inspirational videos, blogs and articles on your website is another way to build relationships with your audience.

Email newsletters can engage and encourage your supporters by including regular updates to subscribers about your activities and impact.

Excerpt from Assistance Dogs newsletter

Example: Who could resist an adorable puppy? New Zealand charity Assistance Dogs breeds, raises and trains special dogs to partner with people with many different disabilities or needs. Their monthly newsletter keeps donors up-to-date with their activities and draws readers in by including cute dog photos in every issue.

Consider collaborations

Work with other nonprofits, businesses, and government agencies to amplify your message.

Consider:

  • Teaming up for fundraising events or community activities
  • Partnering on awareness campaigns
  • Exchanging resources (e.g., volunteers, office space, equipment) to help each other out
  • Co-hosting community education workshops or seminars on issues you both care about
  • Promoting each other’s work on social media and newsletters to widen your audience and show solidarity.
Dry Tropics Partnership

Example: In Australia, the Dry Tropics Partnership for Healthy Waters brings together local and federal government agencies, environmental organisations, scientific bodies and local businesses to "support the production of an annual report card on the health of Townsville’s Dry Tropics catchments and waterways, and encourage collective action for waterway improvements."

Partners help through sponsorships, advocacy, informing their own audiences about their involvement and by collecting data for the healthy waters report card. The Dry Tropics website names all their partners and many of the businesses publicize their involvement on their own websites and social media posts.

Do some community outreach

Working with people in your local community is another way to build nonprofit public relations. You might:

  • Participate in local events and initiatives
  • Build partnerships with community organizations and businesses
  • Run in-person activities

If the media isn't already involved, chat to your local media outlet and let them know what's happening and why it's newsworthy.

The Holme Farm Open Day

Example: In 2018, UK farmer Ronnie Kendall decided to address loneliness and support well-being by building a community workshop on a disused farm. The nonprofit holds get-togethers and supports projects to encourage people to socialize, create and rediscover their sense of purpose and fulfillment by being part of a supportive community.

Final thoughts

Feeling inspired? How many of our public relations ideas can you envisage working for your organization?

Now that you've explored our guide to PR ideas for non-profits take a moment to plan your next steps. Start with the ideas that click with your nonprofit's goals and your team's strengths. Look for things you can use again and again, and find ways to make them smoother each time.

If you want even more ideas, check out our Best Free PR Ideas for Small Businesses.

Public relations work takes time and effort, but if done well, the results are more than worth it.


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Lyn McNamee

Lyn McNamee

Writer at Rephonic

Find, pitch and get featured on podcasts

Rephonic gives you listener numbers, contacts, demographics and more across 2.5m+ podcasts.


Lyn McNamee

Lyn McNamee

Writer at Rephonic

Find, pitch and get
featured on podcasts

Rephonic gives you listener numbers, contacts, demographics and more across 2.5m+ podcasts.