To thrive, nonprofits must build trust. Without it, they’ll struggle to connect with the people they desire to serve and the volunteers and donors they depend on to support them. Nonprofits that build trust are able to make the connections that expand their reach and maximize their efforts.
Public relations (PR) is a powerful tool nonprofits can use to build trust. PR is designed to boost an organization’s credibility by securing the validation of reputable third-party sources. It also excels at sharing stories in ways that build emotional bonds.
As nonprofits seek to leverage the power of PR to support their mission, the following tips can help them optimize their efforts.
Tell a compelling story
PR can be extremely effective at storytelling. It opens doors for nonprofits to engage in interviews, participate in events, or craft feature articles that explain the heart behind their work. It also creates spaces where stories about the successes the organization has achieved can be shared with target audiences.
To be effective, however, nonprofit storytelling must be compelling — it must grab the audience’s attention in an irresistible way. Compelling storytelling draws people in and inspires them to see themselves in the story.
Compelling stories begin by communicating a clear mission, so PR efforts should zero in on the nonprofit’s “why.” Rather than painting with broad strokes, stories should show exactly how the world is different because of the work the nonprofit is doing.
Doctors Without Borders, for example, communicates its mission as providing medical care specifically to those affected by “conflict, disasters, epidemics, and social exclusion.” Similarly, the World Wildlife Fund expresses its mission as reducing “the most pressing threats” to natural diversity. These organizations clearly show prospective supporters the key areas where their contributions will have an impact.
Presenting a relatable protagonist is also a key element of effective nonprofit storytelling that can take shape in a number of ways. Stories can focus on a beneficiary of the nonprofit’s work, such as a person who has received aid, a natural region that has been preserved, or a volunteer who has found fulfillment in sharing their time or money with the nonprofit.
The key when presenting a protagonist is introducing a component that allows the audience to make an emotional connection. This humanizes the cause and allows people to visualize themselves playing a role.
A final key element of compelling storytelling is measurable impact. PR can show a nonprofit is effective — and consequently worthy of support — by communicating its impact. How many people’s lives have been changed by its efforts? How many events have been organized? How many supporters play a role in the organization’s efforts?
When showing a measurable impact, PR should be careful to do it in a way that is relatable and accessible. Presenting excessive statistics or expressing impact with jargon the average person won’t understand can be counterproductive. Make PR communications feel more like a story and less like a stockholder report, and you’ll have a better chance of fostering a beneficial emotional connection.
Commit to ongoing PR engagement
One major mistake nonprofits make is being reactive instead of proactive with their PR efforts. While it’s understandable that organizations want to reach out via the media or other PR channels when they need urgent fundraising, if they haven’t built trust through ongoing and proactive PR engagement, urgent requests for aid will not be very productive.
Ideally, nonprofits will use PR to maintain visibility year-round. This can include leveraging seasonal storytelling and impact updates to show the nonprofit is constantly pursuing its mission. Creating media touchpoints around milestones, advocacy days, or unique organizational events can also maintain visibility and inspire ongoing donations.
While ongoing PR is valuable, nonprofits should also be careful not to cross the line into an area where they are causing information overload. If the target market feels it is receiving too many messages from one organization, they can tune out. Spreading communication across multiple channels — local media coverage, social media, personalized email messages to donors — can allow organizations to keep both the volume and the impact of their communication high.
Strive to cultivate long-term relationships
Inspiring donor loyalty is a massive priority for nonprofits. Converting first-time donors to repeat donors is critical to establishing financial stability. Studies show that 34 percent of repeat donors are likely to give again, whereas only 17 percent of first-time givers are.
PR builds donor loyalty by allowing nonprofits to cultivate long-term relationships. It builds credibility and trust through earned media and authentic storytelling. Rather than simply demanding immediate action — as a marketing campaign seeking donations might do – PR invites donors to join them on a long-term mission that promises to have a transformative impact.
PR is an investment with the potential to produce huge returns for nonprofits. Its capacity for compelling storytelling allows PR to capture a nonprofit’s passion and pass it on to others. And its ability to cultivate long-term relationships helps nonprofits to gain a steady flow of loyal supporters. Overall, PR gives nonprofits the power they need to earn trust, build momentum, and secure the resources they need to carry out their mission.
