Brenda Stier-Anstine and Arielle Babineaux presented at the United Way of Delaware County's Nonprofit Institute. Learn how PR can be effectively tailored to meet your NPO objectives!
2. Agenda
• Introduction
• PR for the Nonprofit
• Real World Application
• Key Points to Remember
• Resources
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3. Brenda Stier-Anstine
• CEO, Marketing Works
• Ohio business owner, more than 25 years
• Public and community relations expert with extensive
experience in PR for associations and nonprofits
• Committed to faith, family, education and community service
• Personal NPO involvement – holds numerous chair and
advisory positions for various organizations
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9. Internal
Internal
Relations
Relations
Program
Program
or Service
or Service Development
Development
Publicity
Publicity
NPO
NPO
Public
Public
Relations
Relations
Media
Media Community
Community
Relations/
Relations/ Relations
Relations
Agentry
Agentry
Public
Public
Affairs/
Affairs/
Lobbying
Lobbying
11. Real World Application
1. Review mission
2. Identify objective
3. Identify publics that can influence
success
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12. Customers Producers
members • clients employees • board members •
donors • volunteers
Enablers Limiters
opinion leaders • regulators • competition • opponents
government • media
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13. Real World Application
1. Review mission
2. Identify objective
3. Identify publics that can influence
success
4. Tailor messaging specific to publics
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14. Tailor Messaging
1. Resonate specifically
with each audience
2. Tell them exactly what it
is you want
3. “What’s in it for me?”
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15. Real World Application
1. Review mission
2. Identify objective
3. Identify publics that can influence
success
4. Tailor messaging specific to publics
5. Identify how you can most effectively
communicate with publics
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16. Example Communication Tactics
• Personal involvement
• Information exchange
• Special event
• News material
• Opinion material
• Interactive news
• Social media
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18. Objective: Fully fund X program at $250,000
Current & Your donation Program tour Make donation via
Prospective leaves a legacy of donation card at end
Donors care. of tour
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19. Arielle Babineaux
• Account Coordinator, Marketing Works
• Leads implementation of marketing plans for Marketing
Works clients
• Prior experience:
– Emmis Communications, cause marketing
– Ohio Bureau of Workers’ Compensation, IT and
communications
• Social media junkie
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20. Social Media Spotlight
Blog
• Let your blog posts tell your story
• Ensure that others can share your blog posts
• Make it easy to subscribe
• Use video to tell your story
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23. Social Media Spotlight
Facebook
• Post photos, videos – tag your organization,
employees, donors, volunteers
• Use Facebook events to promote activities
• Add a store, donations or other boxes
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28. Social Media Spotlight
Twitter
• Create a custom hashtag to support your
organization’s initiatives or events (#GiveBack
#FranklinCountyCares)
• Ask for a retweet
• Follow other organizations
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29. Social Media Spotlight
Miscellaneous
• Find potential board members on LinkedIn
• Post presentations to SlideShare
• BRAND EVERYTHING!
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31. Key Points to Remember
• Overall strategy
– Always ensure all PR aligns with overall mission
and strategy of organization
– Prioritize based on needs and assets
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33. Key Points to Remember
• Overall strategy
– Always ensure all PR aligns with overall mission
and strategy of organization
– Prioritize based on needs and assets
– Measure and evaluate all initiatives
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34. Measure and Evaluate
1. Revisit every activity
2. Re-evaluate moving forward
3. Readdress all initiatives quarterly
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35. Key Points to Remember
• General public communication
– When communicating with any public, know what
motivates them and speak their language
– If you are asking a public to do something, make it
easy for them to do what you want
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36. Key Points to Remember
• Internal communications
– Ensure you keep your volunteers, staff and donors
abreast of any external PR activities
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37. Key Points to Remember
• Media relations
– Position your organization or an organization
representative as a resource for the media
– Have a key volunteer and staff person trained as a
media spokesperson
– Create interesting pitch ideas about your cause
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