Best PR practices for non-profits

In order for non-profits to survive and thrive, the public needs to know about them. This simple fact points to another: non-profits need PR just as much as anyone else. In fact, there is an argument they need it even more.

As a non-profit, you need to get the word out about your cause so that you can get the funds that you need to survive. However, you can’t expect to simple put our your message and expect people to hear it. With that in mind, here are three best practices for communicating about your non-profit.Differentiate with your messageThe reality is that there are hundreds of non-profits and they are all fighting for the same attention. Unfortunately, only a few will break through and get noticed. If you want to be one of them, you need to think twice about how you are going to present yourself.As Sean Wood, partner at RLM Finsbury and author, you need to differentiate yourself. He is quoted on MediaBistro: “Whether a multi-national corporation, a start-up, or a small nonprofit, every organization must define its unique story and value to the communities it serves. This story should be built on a foundation of sharply defined messages that clearly position and differentiate the organization. A core message platform is the cornerstone of any communications strategy.”Once you have this core message, you’re well on your way to placing yourself in front of an audience with the confidence that you’ll get a positive response.Improve ways of gathering informationIf you want people to know more about your, you need to push out news as often as possible. However, in order to have a successful newsletter, you first need to gather the personal information from your audience. Now, instead of simple asking for you, you need to think differently.Nancy E. Schwartz, president of Nancy Schwartz & Company explains this an article. She writes, “Don’t just ask for email addresses when you ask your audiences to subscribe to your e-news. Gather name, street address, zip code, how they heard about you. Take it one step further to do some quick surveying on issues.”The point in this exercise is to present your non-profit as a business. As much as you are asking for funds and rely on the generosity of the public, that doesn’t mean that you shouldn’t view yourself as a business.Have a detailed fact sheetA great way to help someone understand more about your organisation – and essentially give them a reason why to help you – is to write up a fact sheet. This is a point agree to by Amy Shanler, director of PRLab at Boston University.Shanler writes, “This two-page document helps frame the underlying issues that form the foundation of the nonprofit’s mission. For example, if a nonprofit focuses on animal rescue, a fact sheet would help explain the need for these services by outlining the number of abandoned domestic animals, the services the animal rescue organization provides, and the effect the services have on the cause.” In having the necessary facts and figures on hand, you are able to supply anyone with the right information. And that can get your message out.What are your thoughts? Do you know of any other best practices that you should embrace for communicating information about your non-profit? Tell us below.