How PR Can Help with Fundraising
The overall goal in fundraising is to connect with individuals, companies, or foundations who respond well to your message. Once that connection is established, a relationship can begin to form that (hopefully) will lead to a significant donation in support of your work.
Doesn’t it make sense then to craft a compelling message that resonates with the audience you are targeting? Or better yet, put the word out there so new donors begin seeking you out?
Finding and cultivating new leads can be time-consuming and often disheartening. Imagine having messages waiting from major funders who had heard about your organization and wanted to learn more about your work and about what your funding needs are? Baller! That can and does happen for nonprofits, both large and small, if a strong public relations strategy is in place.
How Can PR Help Me Raise Money?
Smart non-profits realize that a strong PR effort, and good press coverage, can lead to increased fundraising. There are several ways good PR can help you raise more money:
1. Raises General Awareness:
PR raises awareness in the community about your non-profit and the work you do. It can be especially difficult for small nonprofits to approach new prospects. After a couple of good press stories about your non-profit, people start to know your name, and may even remember your mission, which makes it much easier to start cultivating them.
2. New Prospects Will Find You:
When you get good coverage, people learn more about your work and want to get involved. When you get really good coverage, you start to get calls from prospects wanting to learn more, volunteer and donate. Good press coverage is a great way to find new prospects.
3. Press Coverage to Leverage
Press coverage provides “proof” that what you are doing matters, and that your organization is a leader in your field. Approaching a new prospect with links to articles featuring your company, or a short video from the local news can go a long way toward overcoming objections and moving a prospect forward. Share it with current supporters, on your newsletter, social media platforms, website or even include a link in your email signature to put a spotlight on your brand.
So, where do you start?
Great PR rarely just happens. It takes lots of emails, calls, press releases, and follow-up to generate good coverage. If you are a smaller organization or otherwise can’t afford a firm, that’s ok, much of the work can be done in house!
Start by compiling a contact list for all of the press outlets and reporters in your area, including TV, podcasts, radio, newspapers, magazines, and online outlets. Then, start pitching stories, sending out press releases, and holding press events. Check out some of the other entries on our blog for more tips, tricks and how-tos to get your started.
As you pitch and secure press coverage, remember to keep the stories you are generating mission-focused, and do your best to stay on message. It’s nice getting press coverage of any (non-scandalous) kind, but for fundraising purposes, its best to generate great stories about your work and your mission.
Remember the number one rule of getting press coverage: the press wants to cover you, but they only want to cover you if you have real news to cover. Work on creating a strong hook for newsworthy items that will get your press coverage rolling in.
For more information on public relations or PR tactics, strategies, campaigns and more email us at Eva@noagencypr.com.