Just like a for-profit company, charities need strategies to help them raise awareness and interest for their brands too. Public Relations is an exceptional way to grow an organization, build a strong following of potential donors, and communicate with a target audience. As many charity organizations have a strict budget to work with, they may not be able to spend a great deal of money on marketing, but PR agencies can work with nonprofits to find a plan that suits them.
There are many PR companies out there that specialize in working with groups from the nonprofit sector and know how to present these organizations in the best possible light, without spending too much all-important cash. Here are just some of the ways that PR companies are handling reputation management for charities in 2018.
1. Publicizing Case Studies
Many consumers, particularly those in the younger generations, are interested in finding ways that they can make a meaningful impact on the world around them. They want to feel like they’re making a difference, and before they hand their money over to a cause, they need evidence that the charity they’ll be supporting shares the same values and goals as they do.
A PR agent can publicize case studies on all the right forums, to help people from different backgrounds see how a non-profit is making an impact on their space. These case studies help to build trust among potential donors because they act as evidence that the group is doing what they said they would do in the first place.
2. Interacting on Social Media
Social media has become a crucial tool for PR professionals in the modern world. In 2018, it’s likely that public relations experts will be working closely with social channels to help charities strengthen the relationships that they have with existing, and potential contributors. For instance, a previous donor could transform into a brand ambassador who shares positive messages about the brand and offers quotes for press releases.
Alternatively, PR groups could reach out to local companies, influencers, and groups to ask for their support in earning recognition for their client. As more people turn to social media for advice on which brands to trust, word of mouth recommendations and influencer shout-outs can go a long way.
3. Strategizing Events
The millennial demographic is one of the biggest markets for today’s non-profit organizations. To help charities grab the attention of these younger consumers, press professionals know that they have to focus on creating unique experiences for people to talk about. By finding partners for a local event, then pitching that event to the right media, or showcasing it in the right channels, PR experts can get non-profits the attention they need from modern markets.
Additionally, PR companies can use the right event to turn charity fans into advocates for the company, by asking them to share their experiences online with a branded hashtag, review, or video. This helps the message of the charity to reach further, without asking the non-profit to invest in an additional paid advertising revenue.
Ronn Torossian is a PR Leader with over 20 years of experience