3 Reasons Nonprofits Need PR to Grow Their Impact
PR is one of the least expensive ways to get the word out there about your organization. For nonprofits that are trying to make every penny count, an earned media strategy is a super cost-effective way to get momentum behind your mission.
If you’re not familiar with PR, earned media is essentially when the media publishes content about your organization because it has merit, not because you paid for it. So unlike advertising in a local paper or magazine where you have to pay to be published, earned media is when a reporter includes your organization in their story for free.
And this goes for podcasts, local TV, morning shows, radio, blogs, trade magazines, online publications, and every other type of media you can imagine. If you are featured or included for free, we call it earned media.
You’ve probably read, watched, or listened to lots of stories that have included experts from the field sharing their take on current events or told the human-interest story of a person that was able to overcome the odds. All of this is earned media and you can use this strategy to raise awareness for your cause too.
In previous posts, I’ve talked about great nonprofit stories to include in your pitch, but today I’m going to take a step back and talk about why.
Why should a nonprofit prioritize PR in its communication strategy?
Budget is a big factor, but let’s go deeper.
1. PR can increase program engagement
You have a noble mission and you know that you are needed. But if the people who need you the most don’t know you exist, it won’t make a difference.
Let’s say your nonprofit is offering tutoring for children who struggle to read. You may have ample tutors and a great space to host your tutoring sessions, but for all of this to be worth it, you need kids to show up.
In this case, you could pitch a local morning news segment about how to get kids interested in reading or the latest books for kids. This is a great way to get the community to know more about your organization.
More important, this kind of media attention helps your nonprofit reach the people you need to reach.
If you offer classes, events, or programming that needs attendance, PR is a great way to get people to show up.
2. PR can attract donors
In addition to reaching the beneficiaries of your nonprofit, PR can also help raise awareness among potential donors.
Fundraising is hard and fundraising by advertising is even harder. There’s always a looming fear that you could sink your money into a campaign that doesn’t return on your investment, leaving you worse off than you were before.
But with earned media, your only cost is the time you spend writing emails to the media. You can hire a PR firm if it’s in your budget, but it’s not necessary.
A good story about how your nonprofit is changing the world can inspire people to be part of your cause.
3. PR builds credibility
Charities that are well known and trusted will get more donations and opportunities to grow their impact.
When you hear brands like “Meals on Wheels,” “World Wildlife Fund” “St. Jude Children’s Research Hospital” or “Habitat for Humanity,” you know that these organizations are doing incredible work.
The reason you know that is because of PR.
Nonprofits that earn consistent media attention also earn credibility. Think of it like the media is vouching for you every time they publish something about your organization.
In the long-term, this means that you’re going to be able to have more influence, raise more money, and help more people.
If you’re not sure where to start or what kind of budget you need to get started, I have a relatively short online course that will give you all the information you need to start reaching out to the media today.