Using Public Relations Strategies to Promote Your Nonprofit Organization: 1st Edition (Paperback) book cover

Using Public Relations Strategies to Promote Your Nonprofit Organization

1st Edition

By Ruth Ellen Kinzey


254 pages

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New in Paperback: 9780789002587
pub: 2000-04-06
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pub: 1999-07-28
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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.

Table of Contents

Contents Preface

  • Acknowledgements
  • Chapter 1. The Nonprofit Entity and Business PR
  • Defining Nonprofit
  • The Growth Factor
  • Humble Beginnings to Big Business
  • Evaluations Are in Place
  • Adopting a Business Strategy
  • Marketing the Nonprofit
  • What is Public Relations?
  • Chapter 2. The Annual Report
  • A Publicly Traded Perspective
  • Taking a Strategic Approach
  • The Design
  • The Content
  • Working with the Printer
  • Distribution
  • Technology and Annual Reports
  • Chapter 3. Newsletters
  • A Word About Desktop Publishing
  • A Historical Perspective on Newsletters
  • Why a Newsletter?
  • Organizing the Process
  • Newsletter Vocabulary
  • Design Features
  • Developing Copy
  • The Approval Process
  • Proofing
  • Distribution
  • Evaluation
  • Closing Tips
  • Chapter 4. The Speakers Bureau
  • Definition and Purpose
  • Selecting the Message
  • The Audience
  • The Writing
  • The Q&A
  • The Speakers
  • The Voice
  • Nonverbal Communication
  • The Speaker's Handbook
  • Audiovisual Aids
  • Finding the Opportunity
  • The Follow-Up
  • Recap
  • Chapter 5. The Board of Directors: Selection, Development, and Succession Planning
  • A Closer Look at the Nonprofit
  • Who Volunteers?
  • Selecting the Candidates
  • The Job Description
  • Recruiting
  • Welcome and Orientation
  • Developing and Retaining Board Members
  • Succession Planning
  • Glossary
  • Notes
  • Bibliography
  • Index

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