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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.


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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.