Vicki Young of Dallas, Texas writes:
“What’s the best way for a very worthy nonprofit agency to get free help with their PR campaign?
“I’ve been doing PR work for Captain Hope’s Kids as a nonprofit client for years, but I have to step down. It’s a great organization in Dallas, Texas, that’s dedicated to meeting the critical needs of homeless children in North Texas.
“They need an annual marketing and public relations plan developed, and help publicizing their annual special events.
“I know this agency isn’t the only one that needs volunteer PR help, so I’m hoping your Publicity Hounds can recommend ideas that will help many other groups, too. Where should we be looking for volunteer PR people who can write press releases, or at least advise nonprofits on how to create a good marketing plan?”
In my area, many nonprofits approach college marketing and communications departments to request help. Students get experience and organizations get free help – win-win situation.
Contact or visit area senior centers and service clubs for retired PR types. Also drop in on Toastmaster clubs with a two-minute pitch.
Check with your local college and see if they have a marketing program. Ask that professor if your non-profit might become a ‘guinea pig’ for his class to practice their marketing skills on. One of my current non-profit groups is doing this. Cost is free and the results, we hope, will be wonderful!
Contact local PR firms and ask them if they can provide some services at no charge. Most professional services companies do pro bono work but you need to make them aware of your needs!
Vicki – Nonprofits may contact their local chapter of PRSA (Public Relations Society of America) and ask if the chapter has a community support program committee. Having served on the SoCal and Reno-Tahoe Chapters, I know both chapters considered nonprofits’ needs and picked one nonprofit every year to receive time and expertise donations. Best of luck.
I participate in a PR-related Twitter chat on Mondays, and hear about PR people looking for jobs or internships. While it may not pay, some would appreciate the experience. I’m from the Dallas area and Captain Hope’s Kids is a great organization — so I sincerely hope you find a solution.
Nonprofits need to take advantage of social media — you can find many people tweeting from DFW. I have a column in Tweetdeck that contains only those from DFW.
Dallas, like many states, most likely has foundations or even tax-funded Boards (ours in Tampa is called “The Children’s Board), that provide ROI grants designed to provide non-profits with “technical assistance” seed money for activities known to bring a return on investment. This includes funding for marketing/PR campaigns, grant-writing/grant-writers, etc.
These are competitive grants, but their process is usually simple and easy to handle to make them accessible to new/young organizations.
In my opinion, i think they should organize some charity event. Since charity event always help big company to gain some positive image & even generate viral positive word of mouth toward the brand image as well as contribute to build up good reputation.