This document discusses public relations in nonprofit organizations. It covers the differences between nonprofits and for-profits, the practice of nonprofit PR, challenges nonprofits face, and success factors. Some of the most common types of nonprofits discussed are health/human services organizations and membership associations. Challenges include gaining recognition, competing for resources, and managing multiple stakeholders and goals. Success requires strong internal PR, unified external messaging, and board participation through donations.

1. Mattoponi River
Peyton Nichols Lauren Irby
Meghan Roan Austin Ling
Maria Soliven
PUBLIC RELATIONS IN NON-
PROFIT ORGANIZATIONS
Chapter 15

2. The World of Non-Profits
http://www.youtube.com/watch?v=UXE25_9WZTE

3. Today’s Agenda
 Nonprofit vs. For-Profit
 The Practice of Nonprofit PR
 Public Relations Challenges Faced by Nonprofits
 Success Factors for Nonprofit PR
 Activity

4. Nonprofit vs. For-Profit
 What is a Nonprofit Organization?
 What is a For-Profit Organization?
 Importance of Public Relations in Nonprofit
Organizations
 Money
-VS-

5. The Practice of Non-Profit PR
 Health and Human Services
 Most common
 Challenges
 Membership Associations
 Same interest
 Challenges
 Educational Institutions

6. Challenges faced by Non-
Profits
 Gaining recognition in a private environment
 Competing for resources
 Weathering crises and scandals
 Managing multiple publics
 Balancing multiple bottom lines
 Building a brand and an identity

7. Success Factors
 Revisiting mission statements
 Strong Internal PR
 External PR that unify
 Board members participate by donating
 Messages that support program goals

8. ACTIVITY
 NRA Case Study

9. Conclusion
 Influence of large nonprofits
 The role of PR

10. Works Cited
 Lattimore, A., Baskin, O. W., Heiman, S. T., & Toth, E. L. (2009). Public
relations, the profession and the practice. McGraw-Hill Humanities/Social
Sciences/Languages.