Protect Furry Friends

How Pet Charities Protect Furry Friends

It’s summertime and the thermostat is definitely letting all of us know. So is a popular national pet charity. Each year countless pets die of heatstroke because they are left in vehicles without air conditioning. The internal heat of the vehicle creates an oven-like condition and these animals cannot cope. Each summer one group makes it their mission to get the word out about these tragic realities.

Ronn Torossian says these informational campaigns may be difficult to consider, but the cause is good and the group is doing good work to take a serious issue seriously. Even if we don’t like to think about it. But the 5WPR CEO says that’s not the only way pet lovers connect with well-placed charity PR.

Storm warnings

During a natural disaster the pets are often forgotten. Medications, food, comfort items – these are sometimes overlooked when a family is preparing their disaster preparation kit. National pet charities make it a point in the proper seasons to encourage people to think about their furry and feathered members of the family. When people receive these friendly reminders they not only think about their pets, they can also make the connection to the responsible charity. This is a win-win PR move for all involved.


While statistics can be the toughest way to prove, advance or sell your position, sometimes the numbers are so stark they speak for themselves. Pet charities use statistics on pet abuse, neglect and mistreatment in order to encourage responsible pet owners or potential pet owners to consider adoption of animals. Torossian says other uses of statistics in charity PR could include how pets improve mood and even the health of pet owners.

Friendly faces

One of the most famous recent pet charity PR campaigns included a soulful song being crooned as the soundtrack of a video reel of lonely looking animals in need of a good home. People reported immediate and visceral reactions. Love it or hate it, that commercial stuck with you. In many cases, the best PR may not make you feel good, but proves to be inescapable. In this case, the sad reality is difficult to face. But the song and images make sure you think about it. In that way the charity can get potential donors thinking about the problem, not necessarily the solution. Then, when they follow up with that solution or a call to action, the market is ready to hear it.


npr charity

Effectiveness of NPR’s Latest Charity PR Bid

For a large, and largely taken for granted, nonprofit corporation, the challenge can often be keeping people engaged in a way that will motivate them to continue to give with regularity. In this article, 5WPR CEO Ronn Torossian uses NPR’s latest charity PR bid to unpack this idea

PBS and NPR have teamed up to keep donors engaged this summer with an interesting “Field Trip” campaign. The nonprofit PR campaign suggests 10 books for parents to use to get the kids off the couch and out exploring. While it may seem counterproductive to use books to promote outdoor activity, NPR says that idea is simply shortsighted.

They are banking on this campaign to keep their donors engaged throughout the traditionally slack summer months. Here are three ways this charity PR campaign works.

Keeps NPR Front of Mind

Because the books were chosen directly because of NPR, any families who take this summertime challenge will trace the credit directly back to NPR. In addition, these connected thoughts keep the nonprofit enterprise “front of mind” in a time when parents are generally more concerned about vacation, childcare and sunscreen. As a top PR firm in NYC, 5WPR has implemented numerous campaigns of this type.

Invites a Response

Because there are multiple books on the list, the very nature of the nonprofit PR invites a response. Parents can pick and choose what books they want their kids to read. Plus, they can read one and keep coming back for more. Either way, the program invites connected families to respond, rate the books and share their experiences. These repeated positive interactions will strengthen the brand in the minds of those families.

Creates an Expectation

When a family commits to engage in this way, even if they only choose three or four books instead of all 10, that decision creates an expectation. When that engagement delivers priceless summer memories, those families will have NPR and PBS to thank. That gratitude will definitely transform into goodwill for the organization –and likely financial support.

For more information about how to use targeted charity PR to establish or build your nonprofit’s brand, contact Torossian and 5WPR.

Ronn Torossian Charity Crowd Funding

How Nonprofits Can Benefit from Crowd Funding

In today’s marketplace, where peer-to-peer social media marketing is growing in importance, crowd funding is fast becoming a viable income source for both startups and nonprofits. Ronn Torossian, the CEO of 5W Public Relations, explores the impact crowd funding can have on charity PR.

Crowd funding requires different messages than typical corporate support communications. When approaching business sponsors for charity, there are several reasons why they will say “yes.” They may be looking for a similar charity to support. The ownership may appreciate your work or they may just want to generate some good press. These are all important, valuable and viable motivations, but dealing with individuals is a little different.

Ronn Torossian noted that individuals respond to charity PR on an intensely personal basis. The vast majority of the time, they start promoting or supporting a charity because that work speaks directly to them on an emotional level. Then, once they start supporting that group, they are very likely to keep supporting it.

Individuals have vastly different motives. This may seem self-evident, particularly in light of what we just talked about. But what I mean by this is that each individual who supports your charity or non-profit group will have his or her own reasons. While a general cause may work well to attract corporate sponsors, individuals need a specific reason or cause. Crowd funding for a specific reason meets this want perfectly. Crowd funding charity PR should be about a certain project, specific cause or line item. In this way each donor can specifically connect with the cause.

Volunteers want to be invested. People go out and sweat for a cause they believe in. Most of these same folks, given the chance, would dig deep to support the cause. Giving them an opportunity to not only touch a project but have a hand in funding it going forward allows them to keep a piece of that “ownership” feeling perpetually. Charity PR that uses crowd funding as a source of revenue should always remind donors that, as long as they give, they are making that specific work possible.

So, next time you are crafting a PR campaign, consider adding a crowd funding element. Interact with your donors on a more personal level and allow them to be a more direct link in the chain between cause and effect.

ronn torossian social media

Social Media can Improve your Next Non profit Event

As winter gives way to spring, New York City public relations firms like 5WPR prepare to manage countless charity events across the city. While, in many cases, guests are there to see and be seen, public relations experts like Ronn Torossian point out that it is important to keep them engaged and interacting with your brand.

With that in mind, here are a few different ways social media savvy firms can get the best charity PR out of every single event.

#1 – Encourage participation on social media

Before, during and after the event, ask questions and take surveys that people can answer on your social media page. Use QR codes to link guests directly to specific questions, comment sections or content. Make it easy for them to engage and encourage feedback.

#2 – Get guests using smart phones early and often

Chances are if you can get your guests to take their phones out and get them taking pictures, then they will share those shots via Instagram, Twitter and Facebook. Providing multiple short entertainment opportunities both inside and outside the event will not only keep guests entertained, it will keep them snapping photos and sharing videos online.

#3 – Photo ops

Set up various places in and around the event venue that absolutely scream “photo

opportunity.” Then have staff or volunteers waiting nearby to offer to take a photograph for them. When asked why, Ronn Torossian explains that guests will appreciate the gesture and have one more pic of them dressed to kill that they would love to share with all their friends. Each time they post, upload or share a pic from your event, your organization is also being promoted.

#4 – Publicly thank sponsors via social media

There is always a point during an event that sponsors are publicly thanked. Instead of simply mentioning their names or putting a logo up on a big screen, have QR codes set up that link back to their sites or social media pages. Put these in the program and, during the “thanking” time, encourage guests to thank those sponsors by scanning those codes. Now, instead of initiating passive interest in the sponsor, your event will drive direct traffic to their site. The sponsor gets much more bang for their buck and will be that much more likely to continue sponsorship.

With these few action steps companies like 5WPR stay ahead of the game by keeping charity event guests engaged while driving more traffic to the organization’s website and social media and encouraging continued sponsor generosity.

Ronn Torossian, President of the Ronn Torossian Foundation - Image

5WPR CEO Says Meals on Wheels Employs Smart PR

Ronn Torossian on Success

Meals on Wheels rarely seeks recognition, but the good work of these selfless people is its own form of charity PR. Imagine you are homebound or disabled. You are hungry and cannot leave your home for food. Then, suddenly, as if manna from heaven, there is a hot meal right there for you at your door. This is exactly the great sort of good work the people at Meals on Wheels do every day all across this nation just like 5WPR does for its clients. For these volunteers, many people of faith, part of practicing their religion means doing for the less fortunate. For others, it’s just about being neighborly.

Recently, Meals on Wheels representatives in Tampa, FL, recognized several of their volunteers for outstanding service. One was named volunteer of the year. Others were lauded in various additional ways. Then all of this was released to the press by the local Meals on Wheels non-profit PR firm. It became breaking news on every local paper website. Huge accolades and comment after positive comment. People, who moments before had no idea there was a local Meals on Wheels program, were now publicly praising the organization.

Stories like this benefit the charity organization in at least three distinct ways:

Encourages volunteers

Can you imagine getting a call or e-mail from a friend, “Hey, I saw you in the paper. Great job!” That would feel pretty great, right? Well, that’s exactly how all these volunteers felt. Humbled, but also very proud.

Attracts new volunteers

Ronn Torossian notes that one of the key issues every charity faces is finding, recruiting and keeping volunteers. Some find their calling and stay forever. Others come and go. But, no matter what sort of charity you are trying to do, operations work best when you have a certain number of volunteers you can count on. This often requires a steady stream of new names and faces. Seeing an organization in the paper, particularly one that goes out of its way to publicly honor volunteers is a great incentive to roll up your sleeves and help out.

More publicity

While this may not have been the primary purpose of the release, it is one of the definite benefits says 5WPR CEO Ronn Torossian. More people than ever learn about your organization. Some are learning specifics when they used to only have a general idea who you are and what you do. Others are hearing about you for the first time.

It bears repeating that we know charities are not in it for the acclaim. But you can’t do the most good if no one knows about you. Honoring volunteers is a great way to get the word out.