Public relations (PR) is an essential tool for nonprofits. Often working with limited resources, nonprofit organizations need effective strategies to elevate their voice, mission and messaging in order to maximize their reach and impact. Here are several reasons why PR is crucial for nonprofits:

Raising awareness

Many nonprofits start out small and focus on specific causes or communities that may not be widely recognized. As a result, their initiatives and fundraisers may take place among the friends, family and acquaintances of founders.  If a nonprofit wants to grow beyond the “friend-raising” stage, the organization needs to use public relations tools such as press releases, media coverage, and social media campaigns to spread the word about their mission, activities and success stories.  Using public relations to get media coverage helps the organization move beyond its original group of supporters to a broader network and enhances the organization’s credibility in the communities it serves.

Establishing Credibility and Trust

Trust is the cornerstone of any nonprofit’s relationship with its donors, volunteers, the communities it serves and with members of the media. Effective PR strategies help build and maintain this trust. By consistently sharing information about their work, finances, and impact, nonprofits can demonstrate their integrity and commitment. Positive media coverage and endorsements from respected individuals or institutions can further enhance a nonprofit’s credibility.

Online Presence (Your Digital Infrastructure)

In today’s digital age, an online presence is crucial for any organization. PR efforts can significantly enhance a nonprofit’s visibility via their website, social media, blogs, and other digital platforms. By creating engaging content, sharing updates, and interacting with followers, nonprofits can build a strong online community. Search engine optimization (SEO) and strategic partnerships with influencers or bloggers can further enhance their online reach.

Can you just use social media to increase awareness about your organization?  Social media should be ONE component of your public relations strategy. It shouldn’t be your ONLY public relations strategy. A multi-faceted public relations strategy will enable you to reach more people and also reach members of the media who may take an interest in your organization. Media outlets use social media to find story ideas and to share news stories. So, any news mentions that you are able to get about your organization can have a second life beyond the initial publication or broadcast, via the outlet’s social media platforms.  In addition, you can share a link to the news story on your organization’s website and social media channels to keep your followers apprised of what your organization is doing and what is being reported about it.

Increasing donor and volunteer engagement

Nonprofit organizations rely heavily on the support of donors and volunteers. PR campaigns can play a significant role in attracting both of these essential resources. By shining a spotlight on the nonprofit’s achievements and the differences they are making, PR efforts can inspire people to contribute their time, money, or expertise. Sharing personal stories and testimonials can create an emotional connection, motivating more people to get involved. Reading a newspaper article or seeing a social media post or story on television about a nonprofit can spur people to take action.

Our client, Warminster Food Bank, has received numerous requests from local businesses and organizations to donate money, sponsor events and hold food drives, as a result of all the publicity they have received from their public relations efforts. “Time and time again, I have seen how utilizing public relations has led to an increase in awareness, cash and food donations, as well as an increase people donating their time,” said Michael Cerino, Executive Director. “It has made a tremendous difference for our organization and ultimately for the people we serve.”

Engaging the Community

Effective public relations can help an organization engage the community in meaningful ways. Through events, workshops, and public forums, nonprofits can foster a sense of community involvement and ownership of their cause. Engaging with local media and influencers can help amplify their message, reaching a broader audience and encouraging community participation.

Managing Crises

Nonprofits, like any other organization, may face crises or challenges that threaten their operation or reputation. Whether it’s a financial misstep, an internal conflict, or some type of public criticism, a well-prepared PR strategy can help an organization manage these types of situations. Proactive communication, transparency, and a swift response can help mitigate damage and maintain the public’s trust. By addressing issues head-on and demonstrating a commitment to resolving them, nonprofits can navigate crises swiftly and effectively.

Securing funding from foundations or the government

If your organization wants to receive funding from a foundation or government entity, public relations can help secure the funding.  Utilizing public relations demonstrates professionalism and adds credibility to your cause by letting your community know what your organization is and what it does in a strategic way. In a previous job, my associate Ilena worked for a nonprofit organization and was tasked with submitting grant applications to get funding for the organization’s community education seminars. She included copies of news stories about the organization with the grant application. This information led to two grants being approved.

Measuring Impact and Success

Public relations also helps measure and demonstrate impact. By regularly communicating their achievements and progress, nonprofit organizations can demonstrate to donors, volunteers, the community and the media how they are making a difference. This transparency is critical for building long-term support and sustaining the organization’s mission. Warminster Food Bank attributes a substantial amount of their growth to increased promotion of their mission and to their public relations efforts. The organization went from annual revenue of $30,000, with 10 volunteers in 2020, to annual revenue of $700,000, with 90 volunteers in 2023.

In conclusion, public relations should be an essential component of any nonprofit’s strategy. It will help an organization build the awareness, credibility, and trust needed to attract necessary support and resources and help maximize their impact in the communities they serve. A well-executed PR strategy will not only support the immediate goals of a nonprofit but it will also contribute to the organization’s long-term sustainability and success.