PR & Social Media’s Impact on Nonprofit Development
Guest blog by: Andrea Walker-Leidy, founder of Walker Publicity, host of the “It’s Not Just a Tuesday” podcast and author of “Authentic Branding: Mastering the Art of Storytelling to Cultivate Brand Loyalty.”
As the world becomes more digital, nonprofits face the critical task of sharing their story and mission with donors, community stakeholders, and those they serve. For many organizations, Public Relations (PR) and social media have been a luxury that often escaped budgets and strategic plans. Today, both have emerged as indispensable tools in this mission. These platforms not only amplify a nonprofit's voice but also develop awareness, trust, and understanding, creating a solid foundation for future fundraising efforts.
Awareness as the First Step
The journey toward building a strong, supportive community begins with awareness. PR and social media channels allow nonprofits to reach a broader audience, telling your story in a way that resonates with diverse groups. We know that world of mouth is often how we share our mission.
The media reaches audiences you have yet to meet. Social media is now often where you chat with a neighbor or connect with colleagues at the ‘watercooler.’ Whether it's through a compelling press release, a heartfelt social media post, or a feature in a local publication, these tools bring your mission to life, ensuring that people know who you are and what you stand for.
Trust and Credibility: The Building Blocks
Once awareness is established, the next crucial step is building trust. Consistency in PR and social media efforts is just as important as the stories you share. Regular updates, stories of impact, and transparent communication show that your nonprofit is not just active but also reliable.
Share. Share often. Share authentically. Show the world how impactful your mission is and the incredible people doing this work.
People give to what they know and trust, and by consistently sharing your successes, challenges, and the ongoing work of your organization, you cultivate a sense of credibility. This trust makes it easier for donors and stakeholders to connect with your mission on a deeper level, making them more likely to support your cause when the time comes.
Understanding Leads to Readiness
Understanding your mission goes beyond just knowing what you do; it’s about connecting emotionally with why you do it. PR and social media are powerful tools for conveying the “Why” behind your work. We go one step further with our clients and focus on the ‘Who’ behind the ‘Why & How.”
Through stories of those you've helped, testimonials from supporters, and behind-the-scenes glimpses into your operations, you can paint a vivid picture of your impact. This understanding primes your audience, making them ready and willing to support your efforts when you make a fundraising ask.
Meeting Funders' Expectations
In addition to engaging the public, consistent PR and external communications are often requirements for securing grants and funding. Many funders look for organizations that not only do great work but also effectively communicate their impact. By maintaining a strong PR and social media presence, you meet these expectations and increase your chances of securing vital funding.
What to Share?
When crafting your PR and social media strategy, focus on answering key questions:
Who are we?
What do we do?
Who does this amazing work?
Sharing stories of your team, volunteers, and those you've helped creates a human connection, making your mission relatable and tangible. Highlighting milestones, events, and collaborations also keeps your audience informed and engaged.
The Power of Local Media
Finally, it’s important to remember that organizations of all sizes can benefit from connecting with local media. Local outlets are often eager to share stories that impact the community. By building relationships with local journalists and media outlets, even small nonprofits can secure coverage that significantly boosts their visibility and credibility.
In conclusion, PR and social media are not just optional tools for nonprofits—they are essential. They create awareness, build trust, foster understanding, and ultimately, prepare your audience to support your mission. Whether your organization is large or small, consistent communication through these channels is key to ensuring that when you ask for support, your community is ready to give.
Walker Publicity
Walker Publicity believes every story deserves to be told. Specializing in publicity, social media strategy, and marketing through communication our goal is to amplify the voices of individuals, businesses, and nonprofit organizations. Whether you're a start-up, a nonprofit, or a Fortune 500 company, Walker Publicity becomes a part of your team, creating and implementing effective communications strategies to share your story. WalkerPublicity.com
Andrea Walker-Leidy
Andrea Walker-Leidy, founder of Walker Publicity and host of the "It’s Not Just A Tuesday" podcast, is a proud Suburban Detroiter with a Midwest vibe and work ethic. She founded Walker Publicity in 2015. Andrea's journalism background as a writer and editor inspired her to partner with businesses and nonprofits creating strategic communication that captures both media and social media attention. She’s also author of "Authentic Branding: Mastering the Art of Storytelling to Cultivate Brand Loyalty.” Connect with Andrea on LinkedIn or at www.walkerpublicity.com.