Non-profits need to invest in PR, marketing

Do you work for a non-profit organization, either in development, public relations or marketing? I have some advice for you.

"It takes money to make money."

In other words, stop trying to:

• Make due with a too-small, in-house communications staff.
• Utilize volunteers who are underskilled in PR or overcommitted in time.
• Hit up agencies for pro bono relationships.

I know my words are harsh, but there's a reason.

Your competition is growing savvier by the day, and they are putting budget dollars to work in marketing and PR to ensure that they are visible, accessible and open to new funding sources and a new generation of volunteers.

As Andrea Weckerle wrote recently at her blog New Millennium PR:

"In a perfect world, charities and causes wouldn't have to become marketers. People would magically learn about all the needy causes out there and clamor to give their money and time. Donors ... would ... want to contribute, never expecting a "thank you" or benefit in return.

"Get real."

Andrea's spot on.

I'm fortunate to be involved with a number of non-profits, as a board member and as a consultant. And I can tell you first-hand that smart non-profits are realizing that skimping on communications is penny-wise but pound foolish.

Why? Lots of reasons.

There's intense competition for funding. The agency world is strapped for resources and can't provide pro bono work as before. The old-fashioned, civic-minded CEO is a thing of the past.

And the traditional country-club set is getting on in years and influence, and isn't being replaced by younger volunteers.

In other words, like everything else in the world of communications today, there is utter upheaval and uncertainty.

That's why more and more non-profits are using the web and other "new media" tools to raise funds, create relationships and tell their stories.

That's why more and more non-profits are seeking traditional client-agency partnerships with nimble, affordable firms to help guide them strategically and produce the communications vehicles they need.

That's why more and more non-profits are involving funders in their marketing efforts by securing sponsorships or grants that can pay for communications activities.

Don't say you can't afford to invest in high-quality marketing and PR.

You can't afford not to.

Update: There's another side to this story, and of course it involves spending TOO MUCH money on these activities, as I was reminded by a comment from Ike Pigott, who writes the excellent blog Accentuate the Positive 2.0. Here's a link to a recent Washington Post story on the topic, courtesy of Ike. The point here is that you need to spend money wisely, and be upfront with funders about your marketing expeditures. Perhaps that's worth a separate post.

Technorati Tags: Public Relations, PR, Marketing, Non-Profits