DIY PR for Nonprofits

No budget? No problem. Do it yourself, but do it right.

 

Too often under-resourced organisations will dive into a campaign on a whim, wasting their time, energy and funding. Skipping straight to the solution is a form of ignoring the problem. For those with little-to-no budget, use this as a guide to focus your time and energy in the RIGHT direction.

Situation Analysis:

Where do you find yourself?

  • Review your organisation and its strategy/mission.
  • Analyse your public perception.
  • Identify your competition.

What is your problem?

Clearly record your problem. Think less about the ramifications and more about the source of the problem.

If you are thinking “brochures,” “emails,” “Facebook,” “advertising,” or similar – you need to stop thinking. These are dirty words (for now) and will prove toxic to your success.

A brochure, email, ad, FB post or the like is a TACTIC. Tactics are not part of the Situation Analysis (or Strategy for that matter).

Remember: You will not solve your problem with the same thinking that created it.

Objectives:

Goal oriented – How will this objective support your organisation’s mission or strategy?

Public focused – Have you customised your objective for a specific public?

Measurable – Can you easily measure your success if/when it is achieved?

Achievable – Are your objectives realistic? Time constraints or resource-poor.

Define your target public:

It is important to understand WHO you are asking before considering WHAT you will ask them to do. Define your target public by identifying their age, gender, geography, sociocultural background and socioeconomic status. Now ask yourself if this target should change or remain the same.

Messaging:

  • Choose a tone of voice that aligns with your organisational strategy.
  • Key words. Word choice is crucial and should be determined by your objectives and target public.
  • Workshop a ‘hero sentence’ that succinctly, and clearly, states your unique offering (this will keep you on track through the next step).

Why am I listening to you? Are you CREDIBLE, LOGICAL or EMOTIONAL? It’s time to choose.

3 ways to establish credibility:

  1. Use a Spokesperson who is renowned for positive influence in your field.
  2. Who would your target believe, if they were to be seen engaging with your product/service?
  3. Team-up with another organisation or individual with established credibility. This technique can be used in many ways, from collaboration to ‘external approval’ (think brands that have fair-trade stamps and the like).

3 ways to appear as the logical decision:

  1. Show statistics. You can use visual representations or verbal evidence.
  2. Draw similarities. Who is currently succeeding that would logically suggest that your service should/will?
  3. Stark contrasts. In some cases, shining light on an illogical (external) occurrence can provide support for your cause.

3 ways to draw on emotion:

  1. Positive reinforcement.
  2. Provide a sense of reward for participation.
  3. Negative emotion. Confronting words, sounds or images can evoke negative emotions. Be sure to assess whether your target will be motivated to act. The idea is not to insult or depress people.

Tactics:

At this stage it is important to ask “where is my target?” as we are aiming to identify which tactic will be most effective in reach and engagement.

  • Direct mail: Brochures, newsletters or magazines.
  • Social media: Facebook, Twitter, Instagram, Pinterest etc. There are many options and each option serves a different purpose.
  • Digital media: Videos, photos, blogs, editorials, websites, widgets etc.
  • Press and other Materials. Press releases, exhibition materials, leaflets brochures.
  • Events, public appearances or exhibitions are great for human interaction.

Use these steps to guide you through the process. Avoid being tempted to skip-ahead to produce tactics. You should not be overwhelmed by the method. It is simply a box-checking process to rule-out useless exercises that consume your time and yield no rewards.

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Showing 3 comments
  • Mabel San Martin
    Reply

    Hi, I hope your are doing well, I researching charity business and I would like to know why did you decided to start this particular business, I mean i see what you want to achieve and i truly believe is great but if is not a problem i would like to know what moved you what motivated you to target this particular issue?
    thanks in advance
    Mabel

    • Keitan Rigg
      Reply

      Hi Mabel!

      Take a look at the page for Our Story. It explains how our founder, Alison Covington, came about the concept.

      All the best,
      – Good360

  • Mabel San Martin
    Reply

    excellent post by the way

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