Janel Patti, executive VP and creative director of The Marcus Group, offers tips on how to biggest bang for your buck with your pro bono efforts.
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Audit materials. Without a deep understanding of the client’s resources, it’s difficult to suggest changes that will help them in the long run. Have a clear understanding of the organization, its structure, resources and programs/services.
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Offer consistent support in the client’s marketing efforts. A lot of nonprofits rely heavily on volunteers, but that’s limited and can make it hard to meet deadlines.
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Train and strategize. Train existing staff and volunteers, including the client’s, in your strategies as necessary. The client needs to be integrated with your own staff and resources.
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Be aware of costs. Always keep your own budgets and resource limitations in mind.
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Always be available to speak with the press.
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Keep the momentum going. Know the client’s schedule, and remain in constant contact. Create public event opportunities. Establish and maintain regular e-mail communications. Share press clips and upcoming event and program information.
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Emphasize speed. “Part of the success story [with Gilda’s Club] is that we were able to turn things around in such a short period of time,” says Patti.
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Take advantage of social media. Inexpensive platforms are great for communicating with various audiences and promoting the organization’s programs/services and events.
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Identify a strong spokesperson. “For Gilda’s Club, we positioned board president Ruth Dugan as the voice of the organization to speak to cancer-related topics, and issues affecting nonprofit organizations via news stories and op-eds,” says Patti.
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Push hard for publicity. Pitch success/feature stories, personnel announcements, fundraising events and calendar listings.
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Prioritize objectives and tactics. Everything cannot happen at once, so create a realistic plan for implementation.
- Outline expectations and responsibilities. Setting these up front will prevent a frayed relationship between the organization and agency.
PR News subscribers can read more about The Marcus Groups' efforts to rescue Gilda's Club in the the case study—Laughing Matters: Comedy and Event PR Come to the Rescue of Gilda's Club of Northern New Jersey.