Plan and Measure Social Impact PR for Nonprofits

The purpose of PR for non-profit organizations might seem unclear to outsiders. A mission-driven brand seeking to do work should be able to raise awareness on their own.

 

What those outsiders fail to realize is the need to compete for the limited attention that donors, contributors, and potential partners might have in a competitive landscape.

 

Even when profit isn’t the motivating factor, time and attention come at a premium.

 

The main goals of raising awareness, fundraising, and building a brand image with transparency isn’t as easy as it seems. Mid-sized nonprofit communications strategies may very well differ from hyper local organizations or large corporate foundations.  

 

If you’re seeking a public relations agency for nonprofits, here are some tips on how to find a partner that can meet you where you are. 

 

Have a Clear Goal

Long before you reach out to any agencies, have internal conversations on how you want to make the most of your partnership.

 

Clearly defined goals, with a step-by-step plan, as granularly laid out as possible, will give your partner something to work with.

 

A goal like “raising awareness” or “fundraising” is too nebulous. How much do you want your brand footprint to grow and on which channels? How much money did you raise last year and how much more do you want to raise this year? Do you have any ideas for how to succeed?

 

More importantly, can you define any hurdles in your path?

 

Whether it’s donor engagement, member recruitment, institutional reputation, or crisis readiness, knowing what the hurdles are will reveal the agency’s capabilities. Expect a good partner to start the conversation with goals, audiences, and outcomes rather than tactics. 

Seek Experience with Non-profits or Associations

 

While PR comes in all shapes and sizes, not all PR firms do mission-driven work. Corporate branding work requires a different set of skills and approaches than non-profit work. It takes a unique skill set to build trust, raise money, and speak on social issues via marketing campaigns.

 

Budgets are often much tighter, meaning that each dollar spent will be scrutinized by boards and directors. An agency with non-profit experience will take these concerns seriously.

Additionally, some PR firms have a broad set of mission-driven work in their portfolio. 

 

PR firms with non-profit experience understand donor psychology, how to motivate volunteer engagement, the importance of story telling, and navigating the dynamics of boards. Your purpose-driven key messages are a powerful tool that requires strategic communications to hit your target audience in real time.

 

Ask for case studies to demonstrate their experience with organizations like yours that are mission-driven and focused on relevant concerns. Look for experience with media relations for nonprofits and how they utilize their integrated capabilities to creatively earn authentic attention from the audiences you care most about. 

 

Expect a Strategy-First Approach

 

As stated above, if your goals are clear, your nonprofit PR firm partner’s should be as well.

 

Online presence is a must, and mentions across social media, digital outlets, and via search engines should be part of the strategy. 

 

However, these tactical concerns should all point toward your association’s broader goals. They should make it easier for donors to find you. They should make it easier to communicate your social impact. They should deliver value that translates to growth.

 

Your ideal PR partner will start with an overall messaging strategy. That strategy will include a clear narrative with leadership and staff all focused on a central message. That message will communicate what makes your organization stand out.

 

From there, they’ll conceive of the content to measure impact, with each piece of content contributing to the broader strategy. 

 

How Do They Handle Brand Reputation?

 

Even agencies with the most positive impact on a community can run afoul of challenges to their reputation. Even positive cause marketing and advocacy can be poorly received.

 

Whether it’s the actions of a donor, a statement given by a member of your board, or a badly timed social media post, a public image is a double edge sword. The more people who know about your brand, the more detractors you attract.

 

No matter if you’re operating in the private or public sector, ask your PR firm about how they’ve handled reputation challenges. Their responses might be whitelabeled or “unbranded”, but they offer insight into how the firm handles reputation issues. 

 

Look for a Real PR Partner

Working with a PR agency is as much of a feather in their cap as it is a benefit to your organization. A true partnership will be mutually beneficial. Expect your agency partner to be proud to work with you on social impact campaigns and PR.

 

Whether touting your track record on social justice issues, raising funds, or executing a specific marketing initiative, you’ll need a partner who understands your nonprofit communications strategy. 

 

If you’re looking for a partnership with an agency with non-profit work, check out our award-winning campaigns for such organizations as Elimin8 Hate and SickKids Foundation.  If you want to start a conversation about working together, reach out today.