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A Window Into Nonprofit PR Work

January 21, 2009 by Tiffany Gallicano

WindyBy Windy Hovey
A couple of months ago, Tiffany invited me to post on her blog about my professional public relations work with a local nonprofit organization (WREN). I realized how excited I am to meet college students who are eager to dedicate their energy and talents to social change. You see, that was me five years ago. Fresh out of my undergraduate studies, I found that the inquisitive nature, strong writing skills, and ability to work under deadlines that had led me to a bachelor’s degree in journalism were of great benefit to a small, ambitious nonprofit in Idaho. I was immediately addicted to this line of work and since then my life has intertwined with this sector.

Kelli Matthews noted on her PRos in Training blog that local nonprofit organizations are a superb place for public relations students to get real-world experience. From the standpoint of both a former student and a current nonprofit professional, I would like to further explain why this is true.

It’s All About Relationships
So what does public relations look like in the nonprofit world? There is a tremendous range of publics with whom we build relationships, including (but by no means limited to) clients who receive an organization’s services, business owners that might sponsor special events, media professionals, volunteers, and donors. The last two publics I listed are unique and essential to nonprofit organizations. How lucky are nonprofit staff to get to relate every day with individuals who demonstrate the most inspiring personal qualities you could ask for in people: philanthropy (means love of the human race) and voluntarism? When it comes to donors and volunteers, our primary focus is not on the checks they may write or the hours they may commit. It’s about – you guessed it – cultivating long-term relationships with people.

Making an ask of someone is merely one part of a continuous cycle that includes raising awareness, gaining feedback, addressing concerns, involving supporters in programs, and recognizing support. One key principle often repeated among development professionals is “people give to people, not good causes.”

Potential Public Relations Projects
Below, I depict some examples of projects that a public relations practitioner or student intern might undertake.

  • Calling members and donors after an organization’s fundraising event they attended to thank them for their donation: Ask them how they think the organization is doing or if they have any ideas for future events.
  • Giving presentations about an organization to local associations and businesses.
  • Developing a public relations campaign for an upcoming special event
  • Completing an assessment with an organization’s board, staff, volunteers, and major donors. Overall, are they in agreement with the direction and mission of the organization?
  • Reviewing an organization’s key messages and developing a media campaign around those messages.
  • Building an organization’s online visibility: Discuss with organization leaders whether launching a blog or social networking site would align their goals. If so, create and implement a social media plan and set them up with the knowledge and programs to track traffic on their online sites.
  • Launching or revitalizing an organization’s newsletter: Are there ways the organization can freshen up its publications, save money, or more directly reach target audiences?
  • Compiling testimonials, photos, and narratives: Take a month to attend an organization’s programs and events, take photos, and interview participants, volunteers, and donors. Put this together into a document that an organization can use for everything from grants to donor packets to presentations.

These are just a few ideas to get the brain buzzing. Please do remember that nonprofit organizations are limited on time and resources. When working with them, use their time efficiently, and under-promise and over-deliver.

Closing Thoughts
Members of the Millennial Generation are said to be more engaged in civic action than previous generations. This is fantastic news for nonprofits and the communities they serve. The personal satisfaction of working to save the world one day at a time is immeasurable. To top it off, you receive the privilege of working with others who wake up each morning driven to make this world a better place. I encourage you to share your knowledge and skills with the challenging-but-rewarding, sometimes chaotic-yet-highly gratifying nonprofit world.

Windy Hovey graduated in September 2008 with a master’s degree in communication and society and a certificate in nonprofit management from the University of Oregon. She has five years professional experience working with nonprofits in public relations and fundraising. Currently, she is working as the resource development specialist for the Willamette Resources & Educational Network in Eugene. She is seeking a position in development for a nonprofit organization or consulting agency in the Portland and Seattle areas.

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Posted in Career | Tagged nonprofit PR | 12 Comments

12 Responses

  1. on January 21, 2009 at 11:00 am Les Potter

    Excellent thoughts, Windy. I am a huge fan of nonprofits as well. I’ve worked with many as a consultant and as a board member and volunteer leader.

    Many of my PR Track students at Towson University are interested in events planning. I tell them that nonprofits are excellent career choices for folks interested in events planning. Nonprofits do so many varied and creative events to gain visibility, boost their reputations, and gain volunteers and donations.

    Nonprofits are great for entry level communicatiors/PR types because you can generally be involved in many facets of the profession, not just a speciality. That is great for fast track growth in skills and experience.

    Les


  2. on January 21, 2009 at 2:40 pm Mich

    Great post. I too work in nonprofit PR and you just described my to-do list 🙂 From idea generation to member assessment to revitalizing online and newsletters, each of the tasks you described are a part of a daily routine that’s more than enough to keep a guy busy year-round.

    But as for what they don’t teach you in school:

    1) Always have a Plan C. Plans A and B rarely work.

    2) Practice patience with volunteers. They’re not getting paid, you are.

    3) Your art will suffer. Get used to marketing with zero budget; and

    4) Go slow and enjoy it. Mr. Potter’s right: You’re going to learn a lot. But only if you pay attention.

    Mich


  3. on January 21, 2009 at 11:15 pm Windy

    Les, absolutely! A wonderful aspect to nonprofit work is the many hats that we get to wear. Fertile ground for energetic and enthusiastic students. Work is never dull, that’s for sure. And I salute your dedication to nonprofits *salutes*. Volunteer community members are the heart of every nonprofit.

    Mich, your words are so wise and true. On point 2): The exciting thing is how much the professionalization and knowledge of volunteer “management” has blossomed over the past decade, teaching nonprofits how to cultivate long term relationships with these amazing people.


  4. on January 30, 2009 at 2:10 pm Marissa Phillips

    Tiffany,

    Your post was so helpful. I am a senior studying PR at the University of Oregon. Growing up, my dad always worked at different non-profit arts organizations and I loved what they did and how they did it. I then interned at two different non-profits in the Bay Area and was able to experience first-hand thrill of non-profit work. I loved the diversity of projects, the interaction with different community members, and the feeling that I was working toward a common good. I’m curious. How did you start your non-profit work right out of college?

    Thanks,

    Marissa


  5. on January 30, 2009 at 2:27 pm Windy

    Marissa, when you first experience the thrill of working for a nonprofit and realize all the benefits and knowledge you gain, doesn’t it just seem like a great secret that you want to share with everyone?!

    Shortly after I received my undergraduate degree I began a public relations internship with a nonprofit. I was fortunate to have a day time job on campus that allowed me to do it for university credit at a very low cost. When I moved to Eugene in 2004, I began volunteering for WREN in the mornings before I went to my regular job. I was responsible for many public outreach and fundraising activities. In 2006, I was welcomed onto the staff.

    So, in seeking employment with a nonprofit, a great strategy is to do an internship or volunteer with them for a while. As a senior, you are in the perfect position to do so. The staff and board will get to know you and see the important contributions you are making. Also, it can take some time for a position to open up or for them to build the funding into their budget to support a new position. It also is just a fantastic opportunity for networking. In the nonprofit world, everyone knows everyone.

    Best wishes with your future endeavors!
    Windy


  6. on January 30, 2009 at 2:47 pm Linky Love: Non-Profit PR « Marissa Phillips’ Blog

    […] A Window into Non-Profit PR Work […]


  7. on February 1, 2009 at 9:53 am Potentail PR Projects « Non(pr)ofit

    […] PR Projects The following excerpt is from The PR Post by Tiffany […]


  8. on February 1, 2009 at 1:30 pm Kristen Victory

    Great post. I’m in my senior year studying public relations right now and have always wanted to work for a Non-Profit. This post completely reaffirms that desire. Thanks so much.


  9. on February 3, 2009 at 8:10 pm PR Can Save the World, Man. « Melissa’s PRagmatic Post

    […] Windy Hovey recently wrote a fantastic guest post on Tiffany Gallicano’s PR Post titled, “A Window Into Non-Profit PR Work” that sparked my fancy for several different […]


  10. on April 20, 2009 at 10:22 pm YouthNon-Profit

    I am on the board of a non-profit and i have not received my undergraduate degree yet. I was deeply involved in the community and I attracted their attention when they were founded. I can’t even believe how much I have learned from this organization! I have done all the “potential projects” and more. I also have learned important volunteer “management” skills as I had to completely manage a large group of volunteers. I was there through many issues with the organizations and those were the best experiences I had. I now feel well-equipped to handle a wide-range of issues. I don’t think that I can ever stray away from non-profit work after this. Working with people who devote their time and efforts for something that isn’t a paid job is life-fulfilling for me. Their benevolence emanates from them and I get to help show it to the world and inspire others to get involved.


  11. on February 8, 2010 at 11:00 pm The nonprofit option : Tehama Group Communications

    […] So I talked to my adviser this semester, and she told me it sounds like I might like working in PR for a nonprofit. She told me to pursue what I am already interested in and try to combine what I love into my […]


  12. on March 6, 2011 at 7:32 pm Non-profit PR « Cbarce's Blog

    […] and reading a blog post by a woman named Windy Hovey, allowed me to gain some insight on what nonprofit PR […]



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  • Tiffany Gallicano, Ph.D.

    I teach PR classes and conduct research at UNC Charlotte. I only post on occasion to this blog due to other priorities.
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