by Joan Garry

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Your nonprofit needs PR but can’t afford a communications director. Got it. Here’s how one nonprofit got itself lots of press for free.

 

Your board member: “I can’t fundraise without more press!”

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Your development director: “Yes! And look at all the press Nonprofit Q is getting!”

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Your finance director: “Well, I’m sorry, but there’s no money for a communications director.”

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Your executive director: “Why can’t our board members be better at fundraising? If only they were, we could afford a communications director!”

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The Press: [Crickets…]

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Whether it’s a school, a social service organization, an advocacy organization or a research group fighting to cure an illness, a lack of nonprofit press is one of the most common problems I encounter. Lots of finger-pointing but no visibility.

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And by the way, while nonprofit press is critical, every member of the cast of characters above has a very valid point. The problem is they are too busy complaining to see a most excellent solution. Between racquetball games, a client of mine told me how she handled this exact issue. I just want to share for the Apple fans, you can sit in front of your Macbooks and gamble online.

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It’s brilliant. Allow me to share it with you…

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FINDING CHEAP (NO COST) PR SUPPORT

Cheap PR? FREE PR??? You’re laughing at me right now. I know it. Oh, OK Joan. I can’t afford a media relations staff person so I should go and get someone who will work for free?

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Yes, that is exactly what I mean. Go find an individual with top-notch press relations skills, a terrific Rolodex, and a real passion for the work of your organization. Tell her you can pay her absolutely nothing.

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Instead, ask her to join your board.

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This is exactly what Hyacinth AIDS Foundation did.

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And what do they have today that they didn’t have before?

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1) An op-ed in The Times of Trenton. Ran just last week. In just the right outlet. Hyacinth is NJ’s largest HIV/AIDS organization and engages in both direct service work and advocacy work. So a call-to-action to folks in the state capital through the main media outlet there? First rate strategy. Did the E.D. put in a bit more time to work with the board member to kick around ideas, messages, etc.? You bet. Did she write a strong first draft? Yup. Did the board member edit away? Uh huh. And then he secured the placement.

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2) An op-ed strategy and timetable for the year tied to varying news hooks and key dates.

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3) A stable of authors for each op-ed based on the topic. Sometimes the E.D. is the best messenger but not always.

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4) A board member that feels absolutely terrific that he can take his expertise and make something very tangible happen for an organization he cares deeply about.

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Some serious successes for the low low price of nothing.

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MAKE FRIENDS STRATEGICALLY

This is good advice for everything in business. Unfortunately, people often limit their networking to those they think can help them.

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But you never know when a relationship with a company or individual will bear fruit. Or when a person is connected to a company that does something / produces something that could be of value to your organization. That’s why the key word is relationship.

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Because they understand this, Hyacinth AIDS has a pro bono media campaign running for the next six weeks that will reach nearly 250,000 people daily.

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The company relationship started small but the executive director actively stewarded and got a call. Would you be interested in some free billboard space?

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Hell, yes.

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With the help of the aforementioned board member and some out of pocket expenses (that paled in comparison to what something like this would actually cost), Kathy and Hyacinth had a billboard campaign. I have featured one of the ads above (the pic at the top of this article.) The goal is simple: to get conversations started that lead to an increase in HIV testing.

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THE MORALS OF THE STORY

So what have we learned?

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1) You don’t need a full time communications director to get press.

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2) Select board members strategically – not only for their capacity to give or raise money but for skills and attributes you need but can’t afford.

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3) If you are successful with (2), you will have a very happy board member (and a healthier organization.)

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4) Take good care of your friends and it will come back to you.

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WHAT TO DO NEXT

1) Send this article to those who report to you. Ask them to consider their relationships in the context of skills / attributes / relationships.  Have everyone bring 5-10 names to the next staff meeting. How might those relationships bear fruit for the organization.

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2) Consider the same exercise with your board. Keep the conversation away from checkbooks and talk expertise, in kind services.

It is highly likely that when you take a close look at your organization’s family through this lens, you will see that the answers to some of your needs are right in your own backyard.

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