We are often asked “How can my organization afford a public relations/fund development program when we can barely support the services to our clients?”  The correct answer is that you can’t afford not to!  This may seem preposterous to you, but ask yourself – Would I be more willing to write a check to an organization that I receive regular updates from, and about which I see positive news stories regularly, or one that just sends me an appeal letter every year?

In these times of economic uncertainty, nonprofits must protect the resources they have already invested in their communication and fund development programs.  On the surface your board may see your organization’s public relations program as a flashy newsletter or your fund development program as a pricey mailing. However, if both programs are based on research – on knowing what your organization’s identified publics expect – these tactics provide for ongoing communication between your nonprofit and its publics, and this ongoing communication can result in increased donations, more volunteers, and improved dialogue with the community your organization serves.  

Taking proactive steps to integrate or update a public relations and fund development program into your nonprofit begins with asking tough questions. But that is only the beginning. Making changes are the vital next steps. Here are some tips you might find helpful:

Be honest with yourself. Be open and willing to accept things that you may not want to hear.

Evaluate the return on your investments. Make sure you know what you are trying to accomplish with each project and find out if you did in fact accomplish that goal.  For example, special events are famous for being a drain on staff, even if a volunteer committee steps up to handle planning.

Don’t reinvent the wheel. Find out what colleagues at other nonprofits are doing.  It is going to take collaboration and creative thinking to set yourself apart during today’s tough economic times.

And remember – it doesn’t need to be expensive!  Find people to work with who understand your budget and can offer suggestions of ways to keep your costs down.