Chapter 18 Think! textbook. Slides adapted from Think!

1. Ch 18: Nonprofits
Adrienne Wallace, MS, MPA

2. What is a nonprofit [npo]?
• A collection of entities that are organizations;
private as opposed to governmental; non-profit
distributing; self-governing; voluntary; and of
public benefit
• Often referred to as the third sector,
independent sector, voluntary sector,
philanthropic sector, social sector, tax-exempt
sector, or the charitable sector.
• NGO overseas [nongovernment organization]
Adrienne Wallace, MS, MPA

3. Climate Change in NPO’s
• Government cutbacks
• Competition
• Demand
• Diversity & cultural issues/initiatives
• Credibility/Accountability/Transparency/Trust
• Social problems
• Technology
Adrienne Wallace, MS, MPA

4. The Role of PR
• Serving public interest
• Fostering good will
• Tax exempt
• Staff development
• Volunteer recruiting
• Fundraising
Adrienne Wallace, MS, MPA

5. ABC’s of PR for Nonprofits
• Acceptance
• Build [audience]
• Communication
• Donations
• Encouragement
Adrienne Wallace, MS, MPA

6. 3 Issues
• Competition for donations
• Partnership based on common interest
• Conflict with different causes
Adrienne Wallace, MS, MPA

7. Why PR in Nonprofits?
• Generate awareness
• Enhance fundraising efforts
• Survive a crisis
• Change public policy
Adrienne Wallace, MS, MPA

8. Fundraising
• A major public relations task
• Motivations for giving
– Why do people give?
• These are potential strategies.
Adrienne Wallace, MS, MPA

9. Fundraising
Adrienne Wallace, MS, MPA

10. Fundraising
Adrienne Wallace, MS, MPA

11. Fundraising
Adrienne Wallace, MS, MPA

12. eNonprofit
Adrienne Wallace, MS, MPA

13. eNonprofit
Adrienne Wallace, MS, MPA

14. Fundraising
• Fundraising methods
– Corporate and foundation donations
– Structured capital campaign
– Direct mail [direct email]
– Event sponsorship
– Volunteering [$ budget offset $21+ per hour]
– Telephone solicitations
– Online and social media
– Text-to campaigns
– Friend raising
Adrienne Wallace, MS, MPA

15. Membership Organizations
• Professional Associations
– Seek mutual benefit
– Examples
• Royal Institute of British Architects
• National Association of Professional Organizers
• American Medical Association
Adrienne Wallace, MS, MPA

16. Membership Organizations
• Trade Associations
– Memberships are held by corporate entities, not
individuals.
– Examples
• Electronic Industries Alliance
• American Beverage Association
Adrienne Wallace, MS, MPA

17. Membership Organizations
• Labor Unions
– Represent the interests of an entire industry
– Examples
• National Basketball Association
• UPS employees
Adrienne Wallace, MS, MPA

18. Membership Organizations
• Chambers of Commerce
– Work to improve city’s commercial climate and to
publicize city’s attractions
– Examples
• The U.S. Chamber of Commerce
• Local chamber of commerce
Adrienne Wallace, MS, MPA

19. Advocacy Groups
• Use various forms of advocacy to influence
public opinion and/or policy.
• Groups vary considerably in size, influence
and motive.
• Some long term, some short term.
• Examples:
– PETA
– NRA
– Greenpeace, Sierra Club
Adrienne Wallace, MS, MPA

20. Advocacy Groups
• Use various forms of advocacy to influence
public opinion and/or policy
• Groups vary considerably in size, influence
and motive
• Some long term, some short
• Examples:
• Social Issue Organizations
– Mothers Against Drunk Driving
Adrienne Wallace, MS, MPA

21. Advocacy Groups
• What kinds of strategies and tactics do
advocacy groups use to further their causes?
• What about the law?
Adrienne Wallace, MS, MPA

22. Advocacy Groups
• PR Strategies and Tactics
– Lobbying
– Litigation
– Publicity stunts
– Media campaigns
– Mass demonstrations
– Boycotts
– Polls
– Briefings
– Reconciliation
– Fundraising
– Social media
Adrienne Wallace, MS, MPA

23. Social Service Organizations
• Philanthropic foundations
• The original “nonprofit”
– Examples
• The Susan G. Komen Breast Cancer Foundation
• The Bill and Melinda Gates Foundations
• Habitat for Humanity
• United Way
• Gilda’s
• American Heart Association
• Boys and Girls Club
Adrienne Wallace, MS, MPA

24. Social Service Organizations
• Cultural Organizations
– Examples
• Libraries and musical organizations
• The Getty Museum
• The New York Philharmonic
Adrienne Wallace, MS, MPA

25. Social Service Organizations
• Religious Organizations
– Churches
Adrienne Wallace, MS, MPA

26. Social Service Organizations
• PR Strategies and Tactics
– Publicity
– Creation of events
– Use of services
– Creation of educational materials
– Newsletters
Adrienne Wallace, MS, MPA

27. Health Organizations
• Types of Health Organizations
– Hospital (nonprofit & profit)
• Health agenciesHealth campaigns: Strategies
and tactics
– To prevent and respond to diseases
– To promote health and quality of life
– Growth of online health information
Adrienne Wallace, MS, MPA

28. Educational Organizations
• Colleges and universities
– Involve both development/fund-raising and
enhancing the prestige of the institution.
• Elementary and secondary schools
– The need for public relations has increased.
• Competition among districts for students.
• Sports & other extracurriculars.
• Various ballot initiatives.
Adrienne Wallace, MS, MPA

29. Educational Organizations
• School districts
– Build community support
– Crisis communication
– Marketing of schools
– Sports & extracurriculars
– Administrative
Adrienne Wallace, MS, MPA

30. Remember R.A.C.E?
• Research
• Action
• Communication
• Evaluation
Adrienne Wallace, MS, MPA

31. Research
• Defines problems
• Defines publics
• Determines process
– Who to reach
– What action to take
– What messaging to use
Adrienne Wallace, MS, MPA

32. Action
• Goals
• Audience
• Objectives
• Strategies
• Tactics
Adrienne Wallace, MS, MPA

33. Communication
• Execution of the plan
– What messaging through which channels
– Did they reach intended audience
– How will we know if we are successful?
• Evaluative process planned here
Adrienne Wallace, MS, MPA

34. Evaluation
• Measure
– What were outcomes? [not outputs]
• Identify
– Was it successful?
– How do we know?
• Adjust [strategies/tactics]
• Research [again]
Adrienne Wallace, MS, MPA

35. Sometimes R.O.P.E in Nonprofits
• Research
• Objectives
• Programming
• Evaluation
• Be able to translate between the two
– ROPE is an integrated communications approach
term [read: marketing people got ahold of it]
Adrienne Wallace, MS, MPA