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Using Public Relations Strategies to Promote Your Nonprofit Organization
     

Using Public Relations Strategies to Promote Your Nonprofit Organization

by Ruth Ellen Kinzey
 

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ISBN-10: 0789002574

ISBN-13: 9780789002570

Pub. Date: 01/28/1999

Publisher: Taylor & Francis

Learn how to strategically execute public relations assignments!

In Using Public Relations Strategies to Promote Your Nonprofit Organization, you will explore an easy-to-follow explanation on why nonprofit groups must take a more business-like approach in their communications. You will also discover instructions on how to make newsletters, annual reports,

Overview

Learn how to strategically execute public relations assignments!

In Using Public Relations Strategies to Promote Your Nonprofit Organization, you will explore an easy-to-follow explanation on why nonprofit groups must take a more business-like approach in their communications. You will also discover instructions on how to make newsletters, annual reports, speaker's bureaus, and board selection easy yet effective. As a marketing, public relations or development professional, you will gain effective public relations tools that are within your established budget parameters.

Public relations expertise is becoming extremely important to the survival of nonprofit organizations as more and more nonprofits compete for dollars. Using Public Relations Strategies to Promote Your Nonprofit Organization recognizes that nonprofit professionals may wear many different hats and may have very limited public relations or marketing training. Therefore, with Using Public Relations Strategies to Promote Your Nonprofit Organization, you will find that even a novice communicator will be able to perform marketing and public relations tasks in an effective, strategic manner. Some of the areas you will explore include:

  • adopting a business strategy
  • step-by-step guide to creating your annual report
  • step-by-step guide to creating your nonprofit newsletter
  • how to set up an effective speaker's bureau, strategically market your speaker's bureau, and monitor its effectiveness in generating revenue for your nonprofit organization
  • writing speeches to promote your nonprofit organization
  • using audiovisual aids and nonverbal communication in your speeches
  • selecting and organizing a board of directors
  • board of directors job description, recruiting and retention

    Using Public Relations Strategies to Promote Your Nonprofit Organization explains why you must take a more business like approach to public relations write nonprofit groups and assists the novice public relations specialist with executing basic PR tasks that are pertinent to an organization's profits. You will gain step-by-step guidance on steering your nonprofit organization to financial success.

Product Details

ISBN-13:
9780789002570
Publisher:
Taylor & Francis
Publication date:
01/28/1999
Series:
Haworth Marketing Resources Series
Pages:
254
Product dimensions:
5.90(w) x 8.60(h) x 0.90(d)

Table of Contents

Prefaceix
Acknowledgmentsxiii
Chapter 1.The Nonprofit Entity and Business PR1
Defining Nonprofit1
The Growth Factor2
Humble Beginnings to Big Business4
Evaluations Are in Place6
Adopting a Business Strategy7
Marketing the Nonprofit9
What Is Public Relations?10
Chapter 2.The Annual Report15
A Publicly Traded Perspective15
Taking a Strategic Approach19
The Design22
The Content46
Working with the Printer51
Distribution55
Technology and Annual Reports55
Chapter 3.Newsletters57
A Word About Desktop Publishing57
A Historical Perspective on Newsletters59
Why a Newsletter?60
Organizing the Process64
Newsletter Vocabulary66
Design Features68
Developing Copy88
The Approval Process96
Proofing98
Distribution99
Evaluation100
Closing Tips105
Chapter 4.The Speakers Bureau107
Definition and Purpose107
Selecting the Message108
The Audience110
The Writing115
The Q & A131
The Speakers132
The Voice136
Nonverbal Communications139
The Speaker's Handbook145
Audiovisual Aids147
Finding the Opportunity150
The Follow-Up158
Recap161
Chapter 5.The Board of Directors: Selection, Development, and Succession Planning163
A Closer Look at the Nonprofit164
Who Volunteers?165
Selecting the Candidates167
The Job Description176
Recruiting178
Welcome and Orientation182
Developing and Retaining Board Members188
Succession Planning194
Glossary199
Notes209
Bibliography219
Index227

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