Cause Marketing

Public Relations Challenges For Non-profits

~ K. Quesenberry ~ 2 Comments

Public relations for a national non-profit organization poses many unique challenges compared to working with a for-profit business. Public relations includes activities such as communications, community and customer relations, employee and industry relations, issues management, press agentry, media relations, publicity, public affairs and speechwriting. How can each of these help non-profits face the following challenges?

One of the first challenges is the economy. The downturn in the economy has affected all business, but non-profits started out with limited resources before the recession hit. In 2008, charitable donations were down 2 percent from 2007 and giving could take an even bigger hit in 2009. Donations to the nation’s largest nonprofits were expected to fall an additional 9% – the steepest drop The Chronicle of Philanthropy has reported in 17 years. And the Foundation Center in New York expects giving to foundations to decline more than 10%.

Another challenge facing non-profits is that they compete with other “worthy causes” for their limited resources and there are over 1.9 million nonprofit organizations in the US. How do you say that saving kids in Africa is more important than feeding kids in Atlanta? With the economy down it will grow even more competitive than ever, as state governments and private foundations cope with resources that have dropped sharply. Corporations, foundations and government is looking to cut costs across the board–they have to be able to justify that a non-profit is making enough of a difference to justify their donations and government subsidies.

Another challenge is that limited budgets, resources and staff limit the options you can use to accomplish goals. Some strategies and tactics may be removed and you are left to come up with more creative solutions. And what about crisis management? Do you know what all employees and volunteers are doing across the country? With hidden cameras and hidden agendas digital media has made it quicker and easier than ever to portray a non-profit in the wrong light. The non-profit ACORN was forced to shut down some operations and threatened with a freeze on their government funds after hidden-camera videos were to the public.

But it is not all dire news. Interest in community service is at an all time high and giving is becoming a vital part of everyday life. President Obama and the first lady have made strides in inspiring a new volunteerism in the country. Cultural/news websites like Huffington Post have introduced sections about doing good. And social media like Facebook and Twitter are helping to spread philanthropy with online fund raisers and contests.

As part of an integrated marketing plan, Public Relations has a lot to contribute in helping non-profits face their challenges and take advantage of their opportunities.

Celebrity, Media Outreach And Events Oh My!

~ K. Quesenberry ~ Leave a comment

Three PR techniques that can be very powerful are celebrity, media outreach and events. There is one campaign that used both very well in its launch. Product RED is a huge cause project created by Bono and Bobby Shriver that raises money for the Global Fund To Fight AIDS, Tuberculosis and Malaria by donating a portion of profits from a range of branded products. American Express, Converse, Giorgio Armani and Gap were the initial partners in the program. GAP ran a lot of advertising surrounding the launch, but they also used a lot of media outreach for a cause made newsworthy because of all the celebrity support. Penelope Cruz, Jennifer Garner, Chris Rock, Maria Shriver and Steven Spielberg all promoted and represented various Product RED goods. For the launch event Bono, Winfrey and other celebrities shopped in downtown Chicago in an effort to enlist support followed by a full episode of The Oprah Winfrey show dedicated to the cause campaign.

But you don’t need celebrities to have a powerful PR campaign. General Mills is using a contest to make their cause campaign newsworthy. “My Hometown Helper” is designed to link its Hamburger Helper brand to community involvement. In 2006 it gave $133,000 in grants to 33 towns and cities for various projects from installing lights for a football field, cleaning up a local river and purchasing ambulance equipment. It is a national story because of the contest. Applicants are asked to write a short essay describing how the grant would help with a community project. Awards range from $500 to $15,000. But the company also picked up press coverage in small communities such as Franklin, PA, whose newspaper ran a feature story about the local Rotarians renovating a theater giving credit to Hamburger Helper for the purchase of the chairs by participation in the company’s My Hometown Helper program.

Another way to garner PR attention is simply by aligning yourself with a hot news topic. Citizens Financial Group may be accused of green washing, but they are picking up attention for their new program called Green$ense which rewards customers who use their debit cards instead of writing checks. It started out refunded 10 cents for each electronic payment they make, up to $10 per month and $120 per year, but the company plans to double these rewards. Besides simply being green, this program is also attractive because it invites consumer participation. People are attracted to small, everyday things they can do like reducing paper transactions that can have a big impact on the environment. To the eco-consumer and eco-press anything tied to green will get attention.

How can you use these tactics to grow your brand?