For most small and medium-sized nonprofit organizations, getting a mention or quote in a top news outlet is like finding the Holy Grail. Many assume that media recognition is a
sure fire way to increase brand awareness and expect that dollars will soon start flowing.
Alas, this is often not the case. Media attention can be a missed opportunity if the organization is not prepared. Hiring a communications expert, rather than a traditional
fundraiser, may be an organization's best investment as it set its 2007 revenue goals.
Link Communications To Fundraising
A well-developed communications strategy is key to leveraging publicity to help grow an organization. The strategy begins well before the story appears. It's critical that the
organization - regardless of its mission - is crystal clear on its messages and knows how to communicate them well.
Whether giving an "elevator" speech, meeting with a potential donor, accepting an award or responding to a reporter's call from Newsweek, the messages are the same. They should
reflect: (1) the organization's mission; (2) its distinguishing characteristics; (3) its major achievements; and (4) what more it could do if only there was more funding.
Focus On Aspirations To Encourage Funding
While most organizations are skilled at the first three, the fourth point seems to get lost. Usually, nonprofits do a great job talking about the problem they are trying to fix,
how they are going about it and what they have accomplished. Too often, however, they neglect to talk about their vision and goals and the fact that money is what's holding them back.
Sure, it would help if corruption ceased or if the government allocated more funds or if trade policies were changed. And presumably you're already working on those fronts. But you
need to tell your audience that the organization could help 1,000 more people start businesses, extend the hours of its free help line, or expand to Kenya - if only it had the money
to do so.
Be bold. Communicating specific examples of the organization's ambitions in a compelling way is an effective tool to reach both current donors and prospects.
In order for the organization to continue its great work and to grow, you need everyone who reads about it, hears about it or sees it in action to get so excited about what that
organization could do, that they want to invest by sending a check and getting others to do the same.
Issue A Call To Action ...Or Risk Pitfalls
The key ingredient of a successful communications strategy is a clear "call to action." Think carefully about crafting a visionary yet achievable goal statement. Then make sure all
of the organization's spokespeople are familiar with it and trained to be "on message."
Failing to have a call to action is not only a missed opportunity, but it also can backfire. If you only talk about how successful the organization is, the natural assumption is
that it is doing fine and doesn't need help. End of story.
In those cases, media attention may help with reputation, but that doesn't necessarily translate into meeting your fundraising targets. The same is true for awards. Recognition is
great, but it can also lull potential donors into thinking that the organization is a lot bigger (i.e. richer) than it is.
Whether accepting an award, giving a quote for an article, or providing expert commentary on the radio, you want to make sure you are communicating your capabilities and your
vision in such a way that people are responding - with their checkbook and their Rolodex.
Get The Word Out Again And Again
Whenever your organization does receive media attention, make sure everyone knows about it. A media hit goes a long way in validating your organization - assuming the coverage is
positive. But don't assume that everyone caught your executive director doing that particular radio interview.
Plan wisely for your media attention and use it it as a triple communications opportunity. This includes:
1) Alerting your stakeholders to the upcoming coverage. Send out a blast email that your director of policy will be on a talk show discussing your environmental program and
encourage your supporters to tune in.
2) Leveraging the coverage to the hilt. Once the story appears, immediately make color re-prints and send them to prospective as well as current supporters - everyone likes to be
associated with a group receiving public recognition. Get the story up on the organization Web site. Send an email to funders with the link to the radio or television broadcast.
Splice the footage and insert it into the organizational video. Extract compelling quotes and include them in slide presentations, funding proposals and solicitations.
3) Maintaining the momentum. Follow up with your stakeholders about the impact the media coverage has had. Give specifics. Let people know the number of calls you received,
questions you were asked, offers of support, requests to collaborate and funds you have raised.
Treat The Media Like A Large Donor
Once you've gotten your hit - or even if you haven't - build relationships with reporters that have taken an interest in the organization or its cause. Cultivate the media as you
would a potential donor. Send them updates and keep them engaged in the organization. Learn more about their beats and their perspectives. Try to arrange site visits and find other
ways to provide a more in-depth look at what the organization is striving to accomplish. Seek out new angles of its work that would fit nicely with what they are writing about. Think
creatively about how you can provide value to them as a resource over the long term.
Media coverage has the potential to be a powerful tool in helping any organization get to the next level in terms of recognition, reputation and funding. But there are no
guarantees. Be strategic about your communications. Measure your success not only by "media impressions," but also by how well you leverage that attention to achieve your overarching
goals.
Contact:
Maria Schneider is a senior vice president at Edelman. She can be reached at 212.704.4482 or [email protected].