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NPO, Edu & Health PR

Ch 18 Think!
by

Adrienne Wallace

on 9 September 2015

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Transcript of NPO, Edu & Health PR

Adrienne Wallace, MS, MPA
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
Communication
Adrienne Wallace, MS, MPA
Defines problems
Defines publics
Determines process
Who to reach
What action to take
What messaging to use
Research
Adrienne Wallace, MS, MPA
School districts
Build community support
Crisis communication
Marketing of schools
Sports & extracurriculars
Administrative
Educational Organizations
Adrienne Wallace, MS, MPA
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
Educational Organizations
Adrienne Wallace, MS, MPA
PR Strategies and Tactics
Publicity
Creation of events
Use of services
Creation of educational materials
Newsletters
Social Service Organizations
Adrienne Wallace, MS, MPA
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 Club
American Heart Association
Boys and Girls Club
Social Service Organizations
Adrienne Wallace, MS, MPA
PR Strategies and Tactics
Lobbying
Litigation
Publicity stunts
Media campaigns
Mass demonstrations
Boycotts
Polls
Briefings
Fundraising
Social media
Advocacy Groups
Adrienne Wallace, MS, MPA
Social Issue Organizations
Mothers Against Drunk Driving
National Organization for the Reform of Marijuana Laws
Advocacy Groups
Adrienne Wallace, MS, MPA
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
Membership Organizations
Adrienne Wallace, MS, MPA
Professional Associations
Seek mutual benefit
Examples
Royal Institute of British Architects
National Association of Professional Organizers
American Medical Association
Membership Organizations
Adrienne Wallace, MS, MPA
Fundraising
Adrienne Wallace, MS, MPA
Fundraising
Adrienne Wallace, MS, MPA
A major public relations task
Motivations for giving
Why do people give?
These are potential strategies
Fundraising
Adrienne Wallace, MS, MPA
Competition for donations
Partnership based on common interest
Conflict with different causes
3 Issues
Adrienne Wallace, MS, MPA
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]
Sometimes R.O.P.E in Nonprofits
Adrienne Wallace, MS, MPA
Measure
What were outcomes? [not outputs]
Identify
Was it successful?
How do we know?
Adjust [strategies/tactics]
Research [again]
Evaluation
Adrienne Wallace, MS, MPA
Goals
Audience
Objectives
Strategies
Tactics
Action
Adrienne Wallace, MS, MPA
Research
Action
Communication
Evaluation
Remember R.A.C.E?
Adrienne Wallace, MS, MPA
Types of Health Organizations
Hospital (nonprofit & profit)
Health agencies
Health campaigns: Strategies and tactics
To prevent and respond to diseases
To promote health and quality of life
Growth of online health information
Health Organizations
Adrienne Wallace, MS, MPA
Religious Organizations
Churches
Social Service Organizations
Adrienne Wallace, MS, MPA
Cultural Organizations
Examples
Libraries and musical organizations
The Getty Museum
The New York Philharmonic
Social Service Organizations
Adrienne Wallace, MS, MPA
What kinds of strategies and tactics do advocacy groups use to further their causes?
What about the law?
Advocacy Groups
Adrienne Wallace, MS, MPA
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
Advocacy Groups
Adrienne Wallace, MS, MPA
Labor Unions
Represent the interests of an entire industry
Examples
National Basketball Association
Teamsters
Screen Actors Guild
Membership Organizations
Adrienne Wallace, MS, MPA
Trade Associations
Memberships are held by corporate entities, not individuals.
Examples
Electronic Industries Alliance
American Beverage Association
Membership Organizations
Adrienne Wallace, MS, MPA
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
Voting [Toyota Cars for Good]
Fundraising
eNonprofit
Adrienne Wallace, MS, MPA
Fundraising
Adrienne Wallace, MS, MPA
Generate awareness
Enhance fundraising efforts
Survive a crisis
Change public policy
Why PR in Nonprofits?
Adrienne Wallace, MS, MPA
Acceptance
Build [audience]
Communication
Donations
Encouragement
ABC’s of PR for Nonprofits
Adrienne Wallace, MS, MPA
Serving public interest
Fostering good will
Tax exempt
Staff development
Volunteer recruiting
Fundraising
The Role of PR
Adrienne Wallace, MS, MPA
Government cutbacks
Competition
Demand
Diversity & cultural issues/initiatives
Credibility/Accountability/Transparency/Trust
Social problems
Technology
Climate Change in NPO’s
Adrienne Wallace, MS, MPA
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]
What is a nonprofit [npo]?
Adrienne Wallace, MS, MPA
Ch 18: Nonprofits
SOURCE: Giving USA Foundation™/GIVING USA 2013
2013 eNonprofit Benchmarks Study
How does your fave npo fundraise?
Do you think they are successful?
How could they reach YOUR demographic better?
Full transcript