Ten Effective PR Strategies for Non-Profit Organizations in 2021

Nonprofit organizations play a crucial role in building healthy communities by providing helpful services. With many nonprofits supporting the most vulnerable during this pandemic, planning effective public relations and marketing strategies will get the attention of the right audience, and build donor awareness.

Given there are more than one million nonprofit organizations in the United States, according to the National Center for Charitable Statistics, it’s a sizeable market. These companies focus on different causes and have different goals across all industries, including housing, education, healthcare, art, technology and science.

As a result, creating the right messaging to reach the right audience is critical in setting your nonprofit apart from the rest. How can it be done effectively? Here are the top ten tips that will keep your nonprofit at the front of the line:

1. Target the right niche  

Nonprofit organizations have a mission, which identifies with a specific niche. Know what it is – and go after it. For example, The Hoyt Organization provides public relations services to a nonprofit that delivers service-enriched housing programs to residents living in affordable housing communities. We identified multifamily owners and developers as key targets for this organization. This action connected us with the right media outlets to tell the right story – to the right audience.

2. Establish a memorable online presence

Make sure your online presence is memorable. Use your media coverage to help tell your story, create a newsroom and link back to your efforts on your social media pages. Leverage your social channels – such as Facebook, Instagram, Twitter, LinkedIn and YouTube to share your brand stories. Don’t forget to use SEO to expand your digital presence. Remember to include links to your media coverage in your annual newsletters and encourage your employees to share this coverage on their LinkedIn pages.

3. Keep tabs on your competitors every day

Find tools to help you monitor the news of your competitors. Track their social media coverage, set up Google alerts of their opinion leaders, check their websites and identify the ways you are doing things better and differently. Remember, they could be going after the same market you are so make sure you stand out.

4. Create compelling content

People will read your message if it’s interesting, compelling and tells a great story. Use consistent messaging but go deeper by telling success stories. Use high-resolution images and video from team members to grab your audience’s attention. As a nonprofit, team up with creative photographers and videographers to step up your game and stand out. You can also use “home footage” from a cell phone or webcam to tell an organic story if you’re at a special event or are practicing social distancing.

5. Think like a “local”

Local PR and marketing outreach can be an effective way to reach your target audience and build your credibility in your own backyard. Nonprofits that do not have a national reach can always leverage the local newspapers, blogs, radio stations and television stations. If you can get enough coverage from the local and trade, you can attract national attention. 

6. Check your calendar; leverage holidays and national observances

Nonprofits often have charitable work associated with the holidays. Plan ahead and develop a few virtual events around relevant holidays and national observances. Take it a step further and create your national observance and create a campaign!

7. Join an association

Expanding your network gets easy when you join an association in your industry. Associations help you learn more about the industry while introducing you to industry professionals. This may give you an advantage over competitors that don’t have access to those same individuals. As a member of a reputable association, you build your credibility as an industry leader. Consider joining the National Council of Nonprofits, a trusted resource and proven advocate for America’s charitable nonprofits. The association provides access to trustworthy information on legal, operational and capacity-building matters.

8. Showcase your leadership

Making your leadership more visible will build the credibility of your nonprofit. Consider writing thought leadership pieces for trade media outlets. Demonstrate your expertise by sharing business insights and providing research or data to back your statements. Bring your story to life with real-life examples or case studies. Then, remember to circulate your coverage to your stakeholders, including your clients, board of directors and potential donors. 

9. Highlight your partners and donors

Co-branding with various donors and/or others your organization is connected to will build your reputation. For example, if you received a generous donation from a well-known company, tell the world by pitching reporters who cover that company. Consider distributing a press release announcing the contribution.  Always remember to clear it with that company first.

10. Be PR savvy and invest in tools

There are a number of tools available that will expand your efforts with very little investment. For example, using a wire service to distribute your press release will expand your reach as well as your digital presence.  There are also platforms that can help you schedule and publish your social media content. One such tool, Hootsuite, is one of many that will help you manage all of your social content in a single calendar. All of these platforms allow you to leverage your time and efforts, and are worth exploring.

If you’re are one of the millions of nonprofit organizations that needs public relations support, please contact The Hoyt Organization at (310) 373-0103 or email helpdesk@hoytorg.com

We look forward to partnering with you.

Nick Luvera

What Is Financial Services PR and Why Is It Important?

The financial services industry covers a broad range of businesses that include insurance, money management and digital banking. Financial services public relations help build businesses’ financial reputation. For instance, financial services PR can announce your company’s performance and showcases relationships with investors. PR is essential to bring credibility to your audience and improve a brand’s reputation. The goal of public relations is to promote a positive brand image and strengthen the relationship with a brand’s audience.

Here are some ways companies can benefit from financial services PR:

Launch Initial Public Offerings (IPOs)

If you are planning to go public, this is the perfect time to take advantage of what public relations can offer. Financial PR will increase the profile of the organization during one of the most important times in your company’s history. Public relations professionals can put together a media relations strategy to make sure your IPO is shared at the right time to reach the right stakeholders. “The Wall Street Journal” and “Inc.” are prime media outlets that can help you increase your company’s visibility during this time.

Showcase Financial Performance

 Companies in the financial industry provide quarterly and annual reports on financial performance to stockholders and shareholders. Conference calls aren’t the only way to present a report. PR specialists can identify unique ways of showcasing your report and can craft messaging that presents your report in a positive light. An annual report can be the first impression that the company has to present itself to its audience.

Connect Directly to Customers on Social

PR pros can help you create and maintain social media accounts on LinkedIn, Twitter, Facebook and Instagram. Social media allows you to communicate directly to current or potential customers who may have questions about your organization. You can receive training from a PR team on how to respond to comments and direct messages on the platforms as well.

Financial advisors are encouraged to create a LinkedIn page since this platform allows you to showcase your credentials and experience in the industry. PR professionals can also create social media calendars so that your social media platforms stay active with content that is both engaging and relevant to your followers.

Improve Your SEO

In order to be ranked high in online and Google search results, you must improve your search engine optimization (SEO). Public relations professionals can design SEO strategies to help your financial services company increase your website’s views to drive additional traffic to your site. SEO will help you stand out from your competition.

Enhance Your Web Design & Copy

 Having an outstanding and functional website is crucial in today’s digital world. Users must be able to easily navigate your website. Your website should also clearly communicate what you do and who you do it for. Also, the layout of your pricing should be easy to understand.

Updating stock images, making it mobile-friendly and deleting unclear terminology can all help you improve your site. With the help of a PR firm, your website will grab the reader’s attention to support new and current clients. Your website should be a prime resource for the individuals you serve.

Leverage Marketing Techniques  

Email marketing is a great way to reach your target audience. Consider hiring a PR firm to develop an annual newsletter that showcases your company’s achievements. Hardcopy brochures are another marketing tool to get information about your company into the hands of potential customers. PR can help you identify which marketing strategies work best to reach your target audience.

Develop Key Messaging

All businesses, including those in the financial services industry, should establish key messages that explain their brand. The messages can be one or two sentences that capture the essence of your company and it should tell a story. Consider keeping a content calendar so that it is easy to control how you present your content.

Offer Thought Leadership Commentary

Financial services companies can benefit from positioning top executives as thought leaders. With a fantastic media relations strategy, your thought leader can be used as an expert source for a variety of business and financial trade publications. And local newspapers and broadcast stations can help you reach individuals who live in the area you serve.

Blogs are a great way to establish yourself as a thought leader. PR professionals can help you identify blog topics that relate to your industry. Posting content frequently on your company’s website can also improve your website’s SEO.

Podcasts are also an active way to showcase your company’s thought leaders. With podcasts, current and potential customers can get to know you and your expertise. Use social media to promote your podcast and gain new listeners.

Feel free to contact The Hoyt Organization today to receive financial services PR support for your company.

 

 

 

Nick Luvera

PR and Marketing Strategies for Luxury Real Estate Brands

Luxury real estate brands are all about creating an impression of exclusivity – both in their clientele and the type of properties they represent. With the luxury housing market thriving, developers and contractors need to take advantage of real estate public relations and marketing strategies to get their prospective buyers and sellers interested in their designs.

Marketing luxury properties requires extra effort and having a solid PR team promoting you to your target clientele will help you stand out from the rest. According to American author and former dot com business executive Seth Godin, “People do not buy goods and services. They buy relations, stories and magic.”

Fundamental public relations and marketing strategies that will enhance both your public image and your marketing dollars reach include:

Identify Your Target Market

This is the number one strategy that you can use to become successful. Begin by identifying your niche market and become an expert in it. Knowing what drives your target markets decisions and where they are headed in the short and long term is imperative to developing an effective PR and marketing strategies. Knowing all you can about what is happening in the areas that your target market populates will allow you to adapt your brand strategies quickly and accordingly.

Over time, your target market may experience varying degrees of shifts in who they comprise. For example, as baby boomers were known for building large, expensive homes, millennials are not interested in buying the large elaborate houses built by them.

Establishing an Online Presence

 Print publications aren’t as relevant as they once were. Although local newspapers are still being read, many people now go online for information from these same sources. With technology ever-changing, you must establish a social media presence. This will include creating a website and leveraging social media channels in your marketing. A key benefit of utilizing social media platforms to market your real estate brand is that they are inexpensive. On top of their cost advantage, they allow you the potential to reach an enormous number of prospects.  Your online presence can also include digital news outlets and podcasts.

Staying on Message

Keeping a content calendar is one of the best ways to avoid inconsistent branding and gives you full control over how you’re presenting your content. When you have content planned out ahead of time, it’s easy to keep your messaging, look and feel in perfect alignment. Create one or two sentences that best describe your luxury real estate brand. Short key messages work well on the internet and social media. The messages should convey your values while telling a story. Once you have identified your message, use it as part of your branding and consider giving it a unique hashtag.

Hosting Virtual Experiences

In this time of COVID, virtual experiences have become the norm for inviting your audience to engage with your brand. According to a survey by the National Association of Realtors – 44% of clients search for properties on the internet first. Virtual guided visits of properties capturing 360-degree video allows your brand to bring the property to clients while in the safety of their own homes. Key designers, architects, developers and contractors can host Q&A sessions online engaging your followers while answering any questions relating to the thought process and sale of high-end real estate. This allows a brand the opportunity to provide value to both its past and its potential future clients.

Neglecting your PR strategy can cost you in lost luxury real estate sales. If you’re struggling with real estate branding, The Hoyt Organization can help.  Contact us today to learn more about how we can support your organization by developing a strategic communications plan that supports your unique goals.

Nick Luvera

How Can We Help?

Make us your first call if you’re launching a new product or service, re-branding or encounter a need for media relations or crisis communications. We’re here for you:

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