1. Non Profit Public Relations
Sara McClendon
Food Drive Outreach Assistant
Ozarks Food Harvest

3. Ozarks Food Harvest Overview
A Member of Feeding America
Feeding America is the nation’s leading domestic hunger-relief charity (formerly
named America’s Second Harvest; more than 30-yr history)
200 61,000 37 MILLION
AMERICANS FED
FOOD BANKS AGENCIES ANNUALLY
70K+ programs (all 50 states)

4. Feeding Missouri

5. 1. Donations are made
Ozarks Food Harvest secures donations from the food and grocery industries, government
agencies, individuals and other organizations.
2. Food is stored
Ozarks Food Harvest ensures the safe storage of donated goods until distribution to local charitable
agencies. The Food Bank will also buy any high-demand products that it did not receive through donations.
3. Food is moved
Ozarks Food Harvest moves donated food and grocery products through programs and member
agencies, including soup kitchens, food pantries and emergency shelters.
4. Food reaches those in need
Donations are provided to people in need through 250 member agencies and via direct service
programs such as the Weekend Backpack Program, Kids Cafe or the Mobile Food Pantry.
How we Work

6. 28 counties or 1/3 of Missouri

7. Ozarks Food Harvest Overview
Our Scorecard
Experienced
We’ve been pursuing our mission for nearly 30 years (since its founding in 1983)
Efficient
For every $1 donated, 96 cents is used to feed hungry Ozarkers, and $1 can provide
$10 worth of food distribution
Established
Our facility is named the O’Reilly Center for Hunger Relief after our
largest supporters; partner with other reputable, recognizable names.
Received top awards.

8. New distribution center
46,000 sq. ft. (50% cooler/freezer space)

9. Food Sources
Where the food comes from
Government Food Drives Purchased Food 3% Corporate Food
Commodities: nearly 3% Donors: about 60%
40%
Examples:
Where the food goes
170,000 individuals annually:
40% Children, 50% Families & 10% Seniors
Children’s Programs Hunger Relief Partners Mobile Food Pantry™
Direct relief to at-risk children Hunger relief agencies such as Distributes food & necessities
through Weekend Backpack shelters, soup kitchens, senior to rural, underserved
Program & Kids Cafe® centers, pantries & daycares communities

10. The reality of hunger
in southwest Missouri

11. 1 in 4 Ozarks children is
food insecure
Food insecure means they don’t know where their
next meal is coming from

12. In the Ozarks
1 in 6 adults are
food insecure

13. Every week, on average, the number of people who
access Ozarks Food Harvest’s pantries & sites
would fill the Springfield
Cardinals’ stadium nearly
3 times to capacity

14. My job at Ozarks Food Harvest

15. Food Drive Outreach
Promotional support
Press releases for major food drive
events, promotional and informational materials
Appreciation
Thank you letters, trophies, social media
Working with various donors
Interpersonal communication important when
dealing with different types of people
Soliciting new donors
Finding new ways to get information about hosting
food drives to potential hosts

16. PR at OFH
Branding
Consistent visuals and copy
Social media
Letting supporters know our need, promoting
events and thanking donors
Event planning
Being detailed about every aspect of the
event, determining impact of events, outreach, etc

17. PR in Non-Profits

18. Similarities to other types of PR
Appreciation of key stakeholders
Non-profit: Donors, volunteers, advocates
Other: Customers, clients, shareholders, etc
Media relations
Media lists, press releases, interviews, etc
Deadlines
Every type of PR works with some sort of deadline.
Details
Being detail-oriented is vital in any type of PR.

19. Differences from other types of PR
Many hats
Wide range of responsibilities and skills
needed
Audience
More audiences in non-profit: people you
serve, volunteers, Board of Directors, etc
Daily working environment
Number of employees, office
space, organizational environment

20. Remember this PR campaign?

22. Important Factors in Non-Profit PR

23. Must-haves in nonprofit PR
Testimonies – BIG IMPACT
From donors, volunteers, those you serve
Stories
Compelling storytelling and a way to tell stories
Social media
Key in donor appreciation and in spreading
awareness
Mission statement
Simple, but powerful
AP style skills
Write like a journalist. You want them to not
only pick up your story but use your press
release directly

24. Powerful OFH Testimonies

25. Powerful OFH Testimonies

26. Don’t forget about the donor
THANK the donor
No matter how large or small
THINK like a donor
For example: some donors don’t like
that we have a color news letter.
They’re concerned about what we’re
using their donation dollars on.
TALK to your donor
The impact their donation had. For
example, instead of pounds we convert it into
meals.

27. Landing your first PR job/internship
(Non-profit or otherwise)

28. My experience
Work hard
You won’t know everything, your hard work
will set you apart
Always ask questions
In interview and after you’re hired
Learn to write
AP style, knowing the difference between
passive and active voices, etc
Get online
Tweet, Facebook, Blog, LinkedIn