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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 and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.