CH_18 NPO, Ed, Health PR
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Chapter 18 Think! textbook. Slides adapted from Think!
![What is a nonprofit [npo]?
• A collection of entities that are organizations;
private as opposed to governmental; non-profit
distributing; self-governing; voluntary; and of
public benefit
• Often referred to as the third sector,
independent sector, voluntary sector,
philanthropic sector, social sector, tax-exempt
sector, or the charitable sector.
• NGO overseas [nongovernment organization]
Adrienne Wallace, MS, MPA](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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CH_18 NPO, Ed, Health PR
- 1. Ch 18: Nonprofits Adrienne Wallace, MS, MPA
- 2. What is a nonprofit [npo]? • A collection of entities that are organizations; private as opposed to governmental; non-profit distributing; self-governing; voluntary; and of public benefit • Often referred to as the third sector, independent sector, voluntary sector, philanthropic sector, social sector, tax-exempt sector, or the charitable sector. • NGO overseas [nongovernment organization] Adrienne Wallace, MS, MPA
- 3. Climate Change in NPO’s • Government cutbacks • Competition • Demand • Diversity & cultural issues/initiatives • Credibility/Accountability/Transparency/Trust • Social problems • Technology Adrienne Wallace, MS, MPA
- 4. The Role of PR • Serving public interest • Fostering good will • Tax exempt • Staff development • Volunteer recruiting • Fundraising Adrienne Wallace, MS, MPA
- 5. ABC’s of PR for Nonprofits • Acceptance • Build [audience] • Communication • Donations • Encouragement Adrienne Wallace, MS, MPA
- 6. 3 Issues • Competition for donations • Partnership based on common interest • Conflict with different causes Adrienne Wallace, MS, MPA
- 7. Why PR in Nonprofits? • Generate awareness • Enhance fundraising efforts • Survive a crisis • Change public policy Adrienne Wallace, MS, MPA
- 8. Fundraising • A major public relations task • Motivations for giving – Why do people give? • These are potential strategies. Adrienne Wallace, MS, MPA
- 9. Fundraising Adrienne Wallace, MS, MPA
- 10. Fundraising Adrienne Wallace, MS, MPA
- 11. Fundraising Adrienne Wallace, MS, MPA
- 12. eNonprofit Adrienne Wallace, MS, MPA
- 13. eNonprofit Adrienne Wallace, MS, MPA
- 14. Fundraising • Fundraising methods – Corporate and foundation donations – Structured capital campaign – Direct mail [direct email] – Event sponsorship – Volunteering [$ budget offset $21+ per hour] – Telephone solicitations – Online and social media – Text-to campaigns – Friend raising Adrienne Wallace, MS, MPA
- 15. Membership Organizations • Professional Associations – Seek mutual benefit – Examples • Royal Institute of British Architects • National Association of Professional Organizers • American Medical Association Adrienne Wallace, MS, MPA
- 16. Membership Organizations • Trade Associations – Memberships are held by corporate entities, not individuals. – Examples • Electronic Industries Alliance • American Beverage Association Adrienne Wallace, MS, MPA
- 17. Membership Organizations • Labor Unions – Represent the interests of an entire industry – Examples • National Basketball Association • UPS employees Adrienne Wallace, MS, MPA
- 18. Membership Organizations • Chambers of Commerce – Work to improve city’s commercial climate and to publicize city’s attractions – Examples • The U.S. Chamber of Commerce • Local chamber of commerce Adrienne Wallace, MS, MPA
- 19. Advocacy Groups • Use various forms of advocacy to influence public opinion and/or policy. • Groups vary considerably in size, influence and motive. • Some long term, some short term. • Examples: – PETA – NRA – Greenpeace, Sierra Club Adrienne Wallace, MS, MPA
- 20. Advocacy Groups • Use various forms of advocacy to influence public opinion and/or policy • Groups vary considerably in size, influence and motive • Some long term, some short • Examples: • Social Issue Organizations – Mothers Against Drunk Driving Adrienne Wallace, MS, MPA
- 21. Advocacy Groups • What kinds of strategies and tactics do advocacy groups use to further their causes? • What about the law? Adrienne Wallace, MS, MPA
- 22. Advocacy Groups • PR Strategies and Tactics – Lobbying – Litigation – Publicity stunts – Media campaigns – Mass demonstrations – Boycotts – Polls – Briefings – Reconciliation – Fundraising – Social media Adrienne Wallace, MS, MPA
- 23. Social Service Organizations • Philanthropic foundations • The original “nonprofit” – Examples • The Susan G. Komen Breast Cancer Foundation • The Bill and Melinda Gates Foundations • Habitat for Humanity • United Way • Gilda’s • American Heart Association • Boys and Girls Club Adrienne Wallace, MS, MPA
- 24. Social Service Organizations • Cultural Organizations – Examples • Libraries and musical organizations • The Getty Museum • The New York Philharmonic Adrienne Wallace, MS, MPA
- 25. Social Service Organizations • Religious Organizations – Churches Adrienne Wallace, MS, MPA
- 26. Social Service Organizations • PR Strategies and Tactics – Publicity – Creation of events – Use of services – Creation of educational materials – Newsletters Adrienne Wallace, MS, MPA
- 27. Health Organizations • Types of Health Organizations – Hospital (nonprofit & profit) • Health agenciesHealth campaigns: Strategies and tactics – To prevent and respond to diseases – To promote health and quality of life – Growth of online health information Adrienne Wallace, MS, MPA
- 28. Educational Organizations • Colleges and universities – Involve both development/fund-raising and enhancing the prestige of the institution. • Elementary and secondary schools – The need for public relations has increased. • Competition among districts for students. • Sports & other extracurriculars. • Various ballot initiatives. Adrienne Wallace, MS, MPA
- 29. Educational Organizations • School districts – Build community support – Crisis communication – Marketing of schools – Sports & extracurriculars – Administrative Adrienne Wallace, MS, MPA
- 30. Remember R.A.C.E? • Research • Action • Communication • Evaluation Adrienne Wallace, MS, MPA
- 31. Research • Defines problems • Defines publics • Determines process – Who to reach – What action to take – What messaging to use Adrienne Wallace, MS, MPA
- 32. Action • Goals • Audience • Objectives • Strategies • Tactics Adrienne Wallace, MS, MPA
- 33. Communication • Execution of the plan – What messaging through which channels – Did they reach intended audience – How will we know if we are successful? • Evaluative process planned here Adrienne Wallace, MS, MPA
- 34. Evaluation • Measure – What were outcomes? [not outputs] • Identify – Was it successful? – How do we know? • Adjust [strategies/tactics] • Research [again] Adrienne Wallace, MS, MPA
- 35. Sometimes R.O.P.E in Nonprofits • Research • Objectives • Programming • Evaluation • Be able to translate between the two – ROPE is an integrated communications approach term [read: marketing people got ahold of it] Adrienne Wallace, MS, MPA
Notas del editor
- This question will stimulate discussion of the strategies and tactics used by advocacy groups.