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Non-profit Public Relations

Non-profit Public Relations. Dr Bianca Wright. Non-profit PR. The goal of PR is to change or maintain behaviour Non-profit organisations (in all their forms) desire change or maintenance in behaviour whether in terms of donations or in terms of changing social behaviours

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Non-profit Public Relations

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  1. Non-profit Public Relations Dr Bianca Wright

  2. Non-profit PR • The goal of PR is to change or maintain behaviour • Non-profit organisations (in all their forms) desire change or maintenance in behaviour whether in terms of donations or in terms of changing social behaviours • PR techniques can help them to do this

  3. The voluntary sector • Over 162,000 active voluntary organisationsin the UK in 2010/1 • Brings in £11.7 billion to the UK economy (GVA) • An estimated 765,000 people work in voluntary sector organisations. This is 2.7% of UK workforce, and compares with 25% who work for public sector employers, and 72% who work for private sector employers. • National Council of Voluntary Organisations (NCVO) 2014

  4. Challenges • Increasing mistrust • “when asked if they agreed with the statement ‘I trust charities’, only one third of non-donors agreed and just 26% agreed that ‘charities use donations wisely’” (Fundraising Standards Board (FRSB) 2012). • Lack of expertise • Lack of capacity • Funding

  5. 5 Best Practices for Non-Profit PR • Use Strategy to Drive Success • Differentiate with a Compelling, Message-Driven Story • Identify and Message-Train Spokespersons • Map Out All Communications Activity • Use Social Media to Engage and Inspire • Wood (2012)

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