Nonprofit organizations typically hire public relations and marketing firms to help them stand out. It is obvious why a corporation with the objective of profit wants to become better known, but why does a nonprofit with a mission need to stand out?
The answer is simple. Nonprofits compete in the marketplace just like corporations do.
They compete for attention. And they compete for dollars.
So how does a nonprofit present itself as unique when there are literally thousands of other causes in the marketplace like Los Angeles and dozens that do the same thing?
Having represented upwards of 100 nonprofits, we can say with certainty that it is not simple. But it can be done with a solid PR / marketing plan and consistency.
When creating your PR messaging, it is not enough to simply say on your website what you do. Too many nonprofits do the same thing, and most do them well. What you need to do is engage your audience. You need to have a conversation with them about what you do. In addition to outlining your services, the nonprofits that stand out also speak to their audiences via social media and events about what is currently happening in the space you are operating.
The world changes rapidly. We all know this. If your organization is not communicating with your audiences about issues relevant today, then you risk being just another organization that does the same thing your competitors do.
It takes work. It takes time. But it will yield results.