It’s easy for people to lump the field of public relations into a singular idea. The notion about a PR agency is that they just get good press for their clients (and step in when something goes awry). But there are so many more layers to what we do, from optimizing our client’s websites for SEO to media training before live interviews. And when it comes to working with non-profits, the work gets even more exciting and nuanced than for-profit clients. Here’s how:

It’s Less Promotional

Public relations is all about promotion, right? While, yes, the goal is to promote the non-profit organization, it’s done so in a way that doesn’t feel promotional in a traditional sense. Rather than promoting a product or a thing, the focus is on spreading the message for a cause. We are shining a light on the areas and people the non-profits are there to serve. So, we are often pitching the excellent work the non-profit is doing and raising awareness for those areas the non-profit serves. The goal is just to raise awareness and not to solicit donations. The donations come as a trickle-down effect.

Pitch Personal Stories and Highlight Local Leaders

As a publicist, it’s exciting to step out of the box a bit. That happens with non-profits since we aren’t focusing on securing explicitly promotional stories. Instead, we have more room for more thoughtful human-interest stories than pieces that feel like earned advertisements. Since it’s not a product or thing, we get to share personal stories or profiles of those who benefit from the non-profit organization. There are also opportunities to get a voice or local leader into the public arena through op-eds.

For example, with our work with All In Together, we get to place many op-eds that help get co-founder and CEO Lauren Leader on television. We also help promote their programming locally, giving a platform to those leaders in the areas where it makes the most difference.

Create Longer, More Thoughtful Campaigns

At Pace, some of our first clients and those we’ve had the longest working relationships with have been non-profits. That’s because non-profit organizations are in it for the long game. Although they might have newsy events, polls, or insight, their goal is to build long-term awareness. They’re not pushing out a product that needs to sell immediately. Getting donations are important, but the causes they are supporting aren’t going anywhere overnight.

We get the opportunity to work on longer and more thoughtful campaigns. That means working with various departments within the organization like the events team to develop a strategy to spread the message. For Concern–who helps the globe’s most vulnerable population– we pitch their events and pitch leadership to weigh in on appropriate topics and natural disasters. Sadly, those aren’t going away. So, we can build a long-standing relationship that ensures they’re always part of that conversation when those events do occur.

Offer Lower Rates for More Rewarding Work

Another more practical difference between working with non-profits versus for-profit companies is adjusting our rates. We understand that non-profit organizations have different budgets that we must take into consideration. The benefit, of course, is that we get to help organizations we believe in. Not only that, we get to be involved in ways typical donors or volunteers don’t. We can increase awareness, which helps the organizations and the causes they support thrive. And that is incredibly rewarding.

Looking for PR Firm for Your Non-Profit? Reach Out to Us Today!

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