#5 Compel Your Audience

You need to know who you audience is. It is difficult to know how to communicate with your audience if you don’t know them. Don’t assume you know this without research. And don’t assume you know what they are interested in without asking. Talk to enough of them so that you have a good idea of the demographics and mindset of the people who are important to you.

That done, you need to get their attention. Compel them. Whether you’re communicating through media, or writing your own newsletter, grab their interest with genuine news value or the importance and gravity of your message.

There is nothing better than telling good stories because people love stories.

Powerful writing compels people. It is best if well-crafted, beautiful, engaging, picturesque, and/or dramatic.

Some people are attracted to your use of technological innovation (and many of these innovations help you reach more of your audience).

Strike the creative spark, if you have one. Don’t try to be too cutesy. But creative is good.

Explain to those who would be inclined to get involved just how they can do that. Make it as clear and easy as possible.

Think of your communication efforts as “responsible provocation.” Grab your audience and attract their attention amdi the glut of news and information that you compete with each day.



For information on Rooftop MediaWorks, visit our website at: http://RooftopMediaWorks.com. For commentary on the news of the day, visit The Rooftop Blog at: http://TheRooftopBlog.blogspot.com.

#4 Be Authentic

There is a lingering consequence of terrible day 9-11-01 that I was not aware of until I read it in The New York Times recently. According to a national survey, public confidence in charities has fallen off dramatically from pre-September 11 numbers.

Only about 15% of those surveyed expressed a “great deal” of confidence in charities, compared to the 25% that consistently expressed that level of confidence before the 9-11 terror and response by charitable groups.

The Times reported that “bad publicity from reports that some charities planned to spend some of the money on other efforts and complaints that the money was not being distributed fast enough” started the downward trend, and a variety of bad reports on excesses by charity leaders have kept the number low. I find this report alarming, as I’m sure anyone involved in the non-profit sector does, and it seems unfair that the actions of a few colors the perceptions people have of all charities.

Fair or not, it reminds us that there is nothing more important in cause-releted missions than reputation. This is particularly true if an organization relies on broad public support through donations.

Reputation influences all the goals you can set—gaining access for your programs, capturing both the attention and loyalty of donors, attracting and retaining the best employees, and finding strong program partners. Reputation also is a critical factor in how well you can weather a crisis.

While this may seem obvious to some, the best way to maintain a good reputation is to be authentic in your programs, public statements, fundraising, and financial practice. Tell the truth. Don't present your organization as more than it is, and don't try to be more than you can support with quality.

Every organization needs to have a corporate conscience, a person or group of people who will ask the hard questions of integrity and authenticity without fear or self-interest.

For information on Rooftop MediaWorks, visit our website at: http://RooftopMediaWorks.com.

For commentary on the news of the day, visit The Rooftop Blog at: http://TheRooftopBlog.blogspot.com.

#3 Be Relevant

Not everyone can be involved in tsunami relief, but no one should go about business as if the tsunami didn't happen. An organization must stay in tune with the topics in the nation's headlines and the buzz in the national conversation.

This is important for program relevance, and also to help you present your story to the public. Connections between your story and current news must be true and plausible--the tie-in cannot appear forced. But remember that the more relevant, the more likely there will be interest, coverage, and support.

So stay in touch with the world unfolding around you and describe how you relate to it. Connect your work with issues, problems, and cultural signposts that are already capturing the attention of the people important to you.


For information on Rooftop MediaWorks, visit our website at: http://RooftopMediaWorks.com.

For commentary on the news of the day, visit The Rooftop Blog at: http://TheRooftopBlog.blogspot.com.

#2 Be Different

A crucial question that you need to ask yourself is: “What sets us apart?” Why would an individual be involved with your organization instead of someone else doing similar things, or similarly laudable things? Why would media take note of you instead of someone else? What would a volunteer, a donor, or a reporter say is unique about your organization?

A term coined by a marketing book was “differentiate or die.” In the consumer world, they call this unique element, the unique selling proposition (USP). Non-profits need to create a unique proposition, as well, and although you are not selling products, you are persuading people to your cause or position. To gain the right to do so, you will often need to show a very busy public why they should listen to you rather than someone else.

For information on Rooftop MediaWorks, visit our website at: http://RooftopMediaWorks.com.

For commentary on the news of the day, visit The Rooftop Blog at: http://TheRooftopBlog.blogspot.com.

#1 Be One Thing

Most organizations at their birth have a shining new idea and a vision for changing the world. A solution that people are willing to get behind. The founders seek to right a wrong.

Far too often, success in the journey toward that vision breeds branches in the road.

The first principle of successful non-profit public relations is to Be One Thing. Remain focused on one product, mission, ministry, or cause. We have found from working with non-profit organizations over nearly three decades that the same impulses and drives that cause a visionary to begin and develop an organization often lead that founder to expand the non-profit brand by addressing additional areas of need.

This isn’t unique to the non-profit world, of course. Companies with some of the most successful consumer brands have tried to use the brand equity not just to increase the product’s market share, but also to expand what the brand represents.

Brand extension is the enemy of clear and strong identity, whether it happens at a mission or with a consumer product.

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For information on Rooftop MediaWorks, visit our website at: http://RooftopMediaWorks.com. For commentary on the news of the day, visit The Rooftop Blog at: http://TheRooftopBlog.blogspot.com.

The First Ten Secrets for Successful Non-Profit Public Relations

When you engage in public relations as a non-profit organization, every move must be strategic and thoughtful. The road to visibility can be long and arduous, and there is nothing more important than your reputation.

For nearly three decades, we have been providing counsel and service to organizations and public figures in the Christian and non-profit sectors.

Starting with the basics, we will develop in this space the First Ten Secrets for Successful Non-profit Public Relations.

1. Be One Thing

2. Be Different

3. Be Relevant

4. Be Authentic

5. Compel Your Audience

6. Connect with a Target

7. Project People

8. Do the Right Thing

9. Try New Ways

10. Keep Advocating Patiently

For information on Rooftop MediaWorks, visit our website at: http://RooftopMediaWorks.com

For commentary on the news of the day, visit The Rooftop Blog at: http://TheRooftopBlog.blogspot.com