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Non profit public relationsppt

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Non profit public relationsppt

  1. 1. NON-PROFIT PUBLIC RELATIONSMelinda AlanizNovember 15th, 2011
  2. 2. What is a Non-Profit? Non-profit organizations are noncommercial entities whose main purpose is to serve the public interest. They do generate income or hold assets. However, they have restrictions on how their income may be generated and managed. They are represented as fostering goodwill, and as beacons of social responsibility.
  3. 3. Non-Profit Facts Non-profit organizations are classified as not-for- profit organizations or charities. In the United States there are almost 2 million such groups. Non-profit organizations have approximately 7 million people working in the non-profit sector. Non-profit organizations can range from membership organizations, advocacy groups and social service organizations to educational organizations, hospitals and health agencies, small city historical societies, and global foundations that disperse multimillion-dollar grants. Non-profit organizations are tax exempt.
  4. 4. Public Relations and Non-Profits Non-profit public relations differs from traditional public relations because these organizations are not profit oriented. Recruiting volunteers and keeping them enthusiastic are essential for non-profits. All non-profit organizations create communication campaigns which include special events, brochures, radio and television appearances to stimulate public interest and involvement.
  5. 5. Fundraising Most non-profit organizations establish fundraising goals and formulate plans to raise money. Most donations are made by corporations and foundations but individual contribution exceed combined corporate and foundation donations. Approximately 75 percent is individual contributions. In 2008, the American Red Cross raised approximately $3.2 billion, followed by Food for the Poor who raised $1.5 billion and Feed the Children who raised $1.2 billion. Charities often receive these amounts of donations after well-publicized events.
  6. 6. Types of Fundraising Structured Capital Campaigns DirectMail Event Sponsorship Telethons Telephone Solicitations Online and Social Media Corporate and Foundation Donations
  7. 7. Risks Fundraising involves risks as well as benefits. An organization needs to remain credible and at the same time needs to adhere to high ethical standards when soliciting contributions, so that expenses constitute a reasonable percentage of the funds collected. Groups have had their reputations severely damaged by disclosures that only a small portion of the money they raise is actually applied to the causes they advocate.
  8. 8. By The Way… Organizations must regularly analyze the competition they face from other fund-raising efforts. The public can become resentful and uncooperative if approached too frequently for donations. A partnership with United Way is a good way to gain funds. They collect funds during a drive and then distribute among participating agencies.
  9. 9. Why Volunteer or Donate? In a Gallup Organization survey 53 percent of those people responding said that their personal motive for volunteering and giving was “assisting those who are less fortunate.” The second most frequent reason was gaining a feeling of personal satisfaction. The third reason people said was religion.
  10. 10. Advocacy Groups Organizations that fight for social causes, such as: poverty, abortion, and racism to threats such as epidemic diseases and environmental degradation. They advocate to promote their own causes, but also are seen as lobbying for the good of the whole society. Some examples are Greenpace, People for Ethical Treatment of Animals (PETA) and American Family Association (AFA), which are all activist groups. Some social issue groups are Mothers Against Drunk Driving (MADD), Right to Life and pro-choice groups such as Planned Parenthood. These groups spend anywhere from $500,000 to $1.75 million on lobbying efforts.
  11. 11. PETA Publicity Campaign
  12. 12. Advocacy Groups:Strategies and Tactics Lobbying Litigation Mass Demonstration Boycotts Reconciliation Fund-raising
  13. 13. By The Way… The Gates Foundation, which is the largest foundation in the world, received a donation in 2006 of $30 billion from the world’s second richest man, Warren Buffett. By giving 85 percent of his fortune, he doubled the foundations assets to $62 billion. The Gates Foundation funds projects for education and global health. The second largest foundation is the Ford Foundation with a $11.6 billion fortune.
  14. 14. Social Service Organizations Social service organizations include social service, philanthropic, cultural, and religious groups that serve the public in various ways. Their advocacy is rooted in a sense of social purpose and the betterment of society as a whole. Social service organizations require active and creative public relations programs. They frequently have dual roles, both service and advocacy. Some examples of organizations are Goodwill Industries, the American Red Cross, the Boy Scouts and Girl Scouts of America, and the YMCA.
  15. 15. Public Relations Within Social Service Public relations goals vary depending on the purpose of the social service organization. Non-profit social service organizations develop public awareness, encourage individuals to use their services, recruit and train volunteer workers and obtain operating funds. Most cultural institutions have in-house divisions of public relations but others, employ outside agencies for these purposes.
  16. 16. Social Service Organizations: Strategies and Tactics Publicity Creation of Events Use of Services Creation of Educational Materials Newsletters
  17. 17. THE END