For any single charity, getting people to notice you in the huge cacophony of voices being raised for their particular cause, can be incredibly challenging. This can be particularly true during the holidays. Sure, people are more ready, willing, and able to give. But, this willingness leads ALL charity, and non profit groups to shout even louder trying to get attention.
So what is a smaller charity with a smaller non profit PR budget to do to get the attention they need to be successful? Ronn Torossian, founder and president of 5W Public Relations, and president of the Ronn Torossian Foundation, has 3 go-to tips for any non profit group looking forward to connecting with their supporters during the holiday season.
#1 – Reveal something incredible
One of the best ways to stand out from the crowd is to reveal something jaw dropping, heart warming, or otherwise incredible. You want to start conversations. And keep them going. The best way to do that is to find something that people will find surprising, unbelievable, or tearjerking, then package that in a way that is EASY TO SHARE. This last part is incredibly vital to your success. SHARING is vitally important. If your content is awesome but difficult to share you will not get nearly the impact you are looking for, or the response you want.
#2 – Tell a compelling story
Shock and awe is not the only way to get attention. Long form “short” stories make great attention getters. Not only that, but stories keep people on your website longer, and engaging with any of your media for longer periods of time.
#3 – Make the cause hit home
Whether you are crafting a story, or putting together a quick hitting image, or soundbite, you need to make sure that you connect locally. No matter what your cause, you need to make it hit home for your intended target. Make them feel like they are making a difference in themselves, AND in their community when they connect with your cause.
By approaching your prospective donors in this way, you have the opportunity to increase your interactions, and subsequently, your donations.
“PR is a mix of journalism,
psychology, and lawyering - it’s an ever-changing and always interesting landscape.”
Ronn is the CEO of 5WPR and author of best selling PR book, For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations, and a regular contributor to Fox News, Huffington Post, Business Insider, Insights Wired, Everything-PR and more.