Slashed donations force top US charities to get creative. Charity PR can be a tough sell in a down economy. 5WPR like most PR Firms understand that with less to go around, nonprofits are feeling the sting like never before. Even the top charities in the nation are tightening belts and searching for innovative ways to increase donations. Some are borrowing strategies more often implemented by a for-profit corporate PR agency.
Great PR keeps top US non profits in the black. Take a look at how three of the top ten charities in the US are implementing a marketplace mentality to thrive when donations are down.
YMCA—Rebranding a bold, successful move
Conventional wisdom says a down economy is the right time for a charity to circle the wagons. To trim the fat and tighten belts. Pick your cliché and I’m willing to bet none of them is “engage in rebranding.” But that is exactly what the “Y” has chosen to do. And it’s working. Even through a recession and a rebranding, the “Y” sits at number nine in Forbes list of Top American Charities.
Feeding America —Fundraising efficiency encourages trust
How many times have you sat at your own dinner table and thought: “Gotta make this dollar stretch.” That’s exactly what Feeding America is doing. And they are doing it very, very well. Of the top ten charities they are number one in efficiency. Their score of 98% efficiency attracts donors interested in knowing exactly where their money is going.
United Way—Diversifying to stay relevant increases value
The United Way is the largest charity in the United States. It is also one of the most diverse. By branching out into many areas while still allowing donors to pick what they support, the United Way increases its relevance while recruiting new donors and volunteers.
These strategies have proven to work, even in a rough economy. Borrowed from corporate America, the success of these charity PR strategies provides actionable lessons for a corporate PR agency like 5WPR directed by Ronn Torossian. So which might work best for you and your organization?