Non-profit Public Relations Dr Bianca Wright

Non-profit PR The goal of PR is to change or maintain behaviour Non-profit organisations (in all their forms) desire change or maintenance in behaviour whether in terms of donations or in terms of changing social behaviours PR techniques can help them to do this

The voluntary sector Over 162,000 active voluntary organisations in the UK in 2010/1 Brings in £11.7 billion to the UK economy (GVA) An estimated 765,000 people work in voluntary sector organisations. This is 2.7% of UK workforce, and compares with 25% who work for public sector employers, and 72% who work for private sector employers. National Council of Voluntary Organisations (NCVO) 2014

Challenges Increasing mistrust “when asked if they agreed with the statement ‘I trust charities’, only one third of non-donors agreed and just 26% agreed that ‘charities use donations wisely’” (Fundraising Standards Board (FRSB) 2012). Lack of expertise Lack of capacity Funding

5 Best Practices for Non-Profit PR Use Strategy to Drive Success Differentiate with a Compelling, Message- Driven Story Identify and Message-Train Spokespersons Map Out All Communications Activity Use Social Media to Engage and Inspire Wood (2012)