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“Low-Cost and No-Cost Strategies for Generating Publicity for Your Nonprofit”

Maryland Nonprofits Workshop Series Shrita D. Sterlin of Penn Strategies July 24, 2012 2:00 pm — 4:00 pm

© Penn Strategies 2012. All Rights Reserved.

Learning Objectives 1.Create a compelling narrative 2.Use mainstream media to boost credibility 3.Hone social media marketing to give your story legs 4.Get recognized as an industry expert 5.Stage dynamic events to engage supporters

Buzz Building Basics What is buzz, and how do you know when you have built it?

Why is building buzz for your nonprofit important?

How can you use publicity to show your unique value?

Buzz Building Basics Publicity helps to communicate the difference your nonprofit makes

Buzz Building Basics

Integrate and align public relations and marketing plans with your nonprofit’s strategic plan

Regularly update internal and external stakeholders: volunteers, board members, donors, staff and clients (e.g., media, social networking, direct mail)

Buzz Building Basics

Lack of publicity can mean a lack of: • Awareness • Fundraising • Volunteer support • Popular enthusiasm

Buzz Building Basics Publicity success will: Raise public awareness Inspire supporters to support Translate enthusiasm into action Build fundraising support Brand your nonprofit and its leaders as industry experts


Create a Compelling Narrative

Create a Compelling Narrative The FIRST step for public relations success is to create a compelling story

Create a Compelling Narrative Successful Storytelling: Attracts media interest and publicity Inspires an emotional connection Encourages people to take action

Create a Compelling Narrative Common challenges: Not providing relevant context Getting bogged down in statistics and studies No human face Great pictures ďƒ no backstory You have limited window to connect. Make it count.

Create a Compelling Narrative A compelling story does four things: 1. Summarizes your core objectives 2. Conveys your message with passion, humanity, genuineness and/or humor 3. Puts a human face on abstract concepts, statistics and ideas 4. Ends with clear call to action

How can nonprofits build buzz?

Mainstream Media Outreach: Boost Your Credibility

Mainstream Media Outreach Social media, email and blogs are a great way to connect with supporters, generate awareness and raise your profile. But mainstream media coverage remains the golden standard for building credibility.

Mainstream Media Outreach Make connections: Establish media contacts Ask colleagues to make media introductions Schedule a series of “pad and pen� sessions

Mainstream Media Outreach Create a media kit: Overview, 400 words or less Thumbnail biographies List of key facts/statistics Testimonials Recent press clippings High res photos High res logo Collateral

Mainstream Media Outreach Craft powerful press releases: Current, newsworthy angle Did your organization publish a new report? Are you kicking off a big capital giving drive? Did your CEO or founder receive an award?

Mainstream Media Outreach Build your media target list: Start by targeting local newspapers, TV and radio Use Google Alerts to monitor key words, subjects, reporters and trends Take advantage of free trials from Vocus, Cision, Meltwater and

Mainstream Media Outreach Pitch your story: Tailor your pitch to match the media Know the journalist beat, story trends and audience Make sure your story is a good match

Mainstream Media Outreach Pitch your story: Tie your pitch to current news trends or the reporter’s recent work Offer sound bites for local radio stations and visuals for local TV stations Give the reporter a list of other sources (and their contact info) for interviews

Social Media Marketing: Giving Your Story Legs

Social Media Marketing: Giving Your Story Legs

Why social media is important to your publicity strategy: • The world is becoming more social • People share and learn online • You can kick start conversations about your nonprofit

Social Media Marketing: Giving Your Story Legs Get visual: Pictures and video draw and spark interest Pinterest, Flickr, Instagram, and/or Tumblr ďƒ thrive on visual sharing Show your difference

Thought Leadership: Recognized as an Industry Expert

Thought Leadership: Recognized as Industry Expert Benefits: Builds credibility Expands your nonprofit’s brand Helps with media source-filing

Thought Leadership: Recognized as Industry Expert Market your leader to local media: Pitch your ideas to your local nightly news, local NPR or radio Modify your nonprofit’s press kit to include your CEO’s qualifications, a brief biography, headshot and recent press clippings Expand outreach to regional and national organizations over time

Staging Events Be different; do something out of the ordinary that sparks media interest Place, timing and practicality are important

Do not let the stunt overwhelm, contradict or confuse your message

Staging Events Virtual events: Reach a diverse group of supporters with minimal time, energy and overhead. Record, repurpose and reproduce to share with media, supporters and on social media sites

Get Full Presentation Package 43 slides, complete with handouts: Join our mailing list for your FREE copy today. eBook coming soon!

How will your nonprofit use these strategies to

BUILD BUZZ? Share with us.

For more tips:

Š Penn Strategies 2012. All Rights Reserved.

Low-Cost & No-Cost Strategies for Generating Pubicity and Press for Your Nonprofit (public)  

Shrita Sterlin, chief executive and brand officer of Penn Strategies, shows nonprofits how to develop and implement public relations strate...

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