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How can NGOs use public relations to attract more donors?

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Non-governmental organizations (NGOs) often face challenges in raising funds for their causes, especially in a competitive and uncertain environment. Public relations (PR) can be a powerful tool to increase awareness, credibility, and support for NGOs, but it requires strategic planning and execution. In this article, you will learn how NGOs can use PR to attract more donors by following these six steps:

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1 Identify your goals

Before you launch any PR campaign, you need to have clear and measurable goals that align with your mission and vision. What do you want to achieve with your PR efforts? Who do you want to reach and influence? How will you measure your success and impact? Having SMART (specific, measurable, achievable, relevant, and time-bound) goals will help you focus your PR activities and resources on the most effective and efficient strategies.

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Mukhlesur Rahman

Corporate Affairs @Banglalink (VEON)I Executive Coach I C-Suite I Board Member I Trainer I
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Your business goals and public relations goals must be same or heavily aligned or tied. Unless you align your PR goals with business goals, you cannot have good outcome beneficial for your business. Even PR goals are usually different for different types of business or units. For example, you cannot have same target for B2B or B2C business. So is true for PR goals - you should have different goals for different B2B and B2C customers. Not to mention, if you work for NGO, you may need to take an altogether different goals. So reaching out different audiences does not automatically yield desired outcomes. So PR goals must be set in alignment with business goal.

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Ryan Huang

Marketing Director @ APG — The Programmatic Marketer? — Digital Marketing, Public Relations, Search Engine Optimization & Automation — Let's Connect!
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In today's digital landscape, PR campaigns are closely intertwined with SEO strategies. Setting clear, measurable objectives is crucial. Define your campaign's purpose, audience, and influence goals. Equally important is measuring success through SMART (Specific, Measurable, Achievable, Relevant, and Time-Bound) goals. These include quantifiable KPIs like impressions, website traffic, and revenue through sales, trackable using tools like Google Analytics. Aligning PR with SMART goals ensures efficiency and effectiveness in the digital age.

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2 Know your audience

The next step is to understand who your potential and existing donors are, what motivates them, and how they communicate. You can use various methods to research your audience, such as surveys, interviews, focus groups, social media analysis, and donor data. By creating detailed donor personas, you can segment your audience into different groups based on their demographics, interests, values, preferences, and behaviors. This will help you tailor your PR messages and channels to each group and increase your chances of connecting and persuading them.

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Ryan Huang

Marketing Director @ APG — The Programmatic Marketer? — Digital Marketing, Public Relations, Search Engine Optimization & Automation — Let's Connect!
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We can leverage data analytics tools like Google Analytics for demographic insights and employ resources such as Quantcast. In addition, when we direct individuals to our social media platforms through various campaigns, these tools frequently furnish detailed audience information, encompassing demographics, income levels, occupational profiles, geographic locations, and more.

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3 Craft your story

One of the most important aspects of PR is storytelling. People are more likely to remember and support a cause that resonates with them emotionally and intellectually. Therefore, you need to craft a compelling story that showcases your NGO's purpose, values, achievements, and impact. Your story should answer these questions: Why does your NGO exist? What problem are you solving? How are you making a difference? What are the benefits of supporting your NGO? Your story should also include testimonials, case studies, and visuals that illustrate your work and results.

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Ryan Huang

Marketing Director @ APG — The Programmatic Marketer? — Digital Marketing, Public Relations, Search Engine Optimization & Automation — Let's Connect!
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The PR content should incorporate strategically selected keywords to capture the attention of stakeholders effectively. It should encompass essential elements, such as a concise overview of the NGO's activities, its mission statement, demonstrated impact, and a compelling call to action directing the audience to the website. The website, in turn, serves as a comprehensive platform to elucidate the NGO's core purpose, values, notable achievements, and the substantial impact it has achieved.

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4 Choose your channels

Once you have your story ready, you need to decide how and where to share it with your audience. You can use a mix of owned, earned, and paid media to reach and engage your donors. Owned media are the channels that you control, such as your website, blog, newsletter, and social media accounts. Earned media are the channels that you earn through third-party endorsement, such as news outlets, influencers, bloggers, and podcasts. Paid media are the channels that you pay for, such as ads, sponsored posts, and events. You should choose the channels that best suit your goals, audience, and budget.

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Ryan Huang

Marketing Director @ APG — The Programmatic Marketer? — Digital Marketing, Public Relations, Search Engine Optimization & Automation — Let's Connect!
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Adopting an omni-channel strategy is imperative, and for NGOs, the website and blog should serve as the central hubs for disseminating information. Newsletters and social media accounts, on the other hand, play a pivotal role in expanding organic reach. Additionally, identifying high-performing social posts or newsletters and repurposing them for paid advertisements is a judicious approach, particularly when the primary objective is to raise awareness effectively. This approach ensures that proven and impactful content is utilized to its fullest potential.

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5 Execute your plan

The next step is to implement your PR plan according to your timeline and budget. You should follow the best practices and guidelines for each channel and format that you use. For example, you should optimize your website and blog for search engines, use catchy headlines and images for social media posts, write clear and concise press releases and pitches for journalists, and design attractive and informative ads and flyers for events. You should also monitor and respond to feedback and inquiries from your audience and media.

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Ryan Huang

Marketing Director @ APG — The Programmatic Marketer? — Digital Marketing, Public Relations, Search Engine Optimization & Automation — Let's Connect!
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Social media posts and press releases tend to have a limited shelf life as they can quickly get buried in the digital noise. This is why prioritizing SEO for press releases is crucial. It's essential to have articles that delve into the key issues you aim to raise awareness about, and then strategically direct traffic from press releases and social media to these articles. This approach not only ensures that your content remains discoverable but also aids in building valuable backlinks, thereby improving your online visibility and authority.

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6 Evaluate your results

The final step is to measure and analyze your PR results and outcomes. You should use various tools and metrics to track and evaluate your PR performance and impact. For example, you can use web analytics, social media analytics, media monitoring, and donor surveys to measure your reach, engagement, awareness, reputation, and conversions. You should compare your results with your goals and identify what worked well and what needs improvement. You should also report and celebrate your achievements and thank your donors and supporters.

By following these six steps, you can use PR to attract more donors for your NGO and make a positive difference in the world.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can NGOs use public relations to attract more donors?

1

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3

4

5

6

7

1 Identify your goals

2 Know your audience

3 Craft your story

4 Choose your channels

5 Execute your plan

6 Evaluate your results

7 Here’s what else to consider

Business Communications

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How can NGOs use public relations to attract more donors?

1

2

3

4

5

6

7

1 Identify your goals

2 Know your audience

3 Craft your story

4 Choose your channels

5 Execute your plan

6 Evaluate your results

7 Here’s what else to consider

Business Communications

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