Is There a (Nonprofit) Doctor in the House?

Dust off the leather bag, pack your stethoscope – or your laptop and creative team – and call in the PR doctor, we have nonprofits to assist!

That’s the sentiment expressed in a recent survey conducted by Catalyst Consultants Collaborative, a Miami-based nonprofit organizational think tank, and a collection of Miami-Dade County not-for-profits, as data reveals that for all the good nonprofits do in their local communities, much more can be done to effectively transmit and communicate their message. Maybe this seems a bit obvious, but concerns like this fall directly in the purview of public relations, like our company. Time to call in the troops.

The survey, released in October 2011and conducted in July 2011, collected data from a representative sample of 223 South Florida nonprofit organizations. The surveyed nonprofits were founded from as early as the 1930s right through to the 2000s with annual revenues ranging from less than $250,000 to $3 million. Areas served included education, science and technology, to environmental protection and civil rights, to advocacy, and religion, among others. Clearly, Catalyst they covered all bases when more than half of the nonprofits surveyed said that failing to get their message out was a top concern.

Yet in something of a contradiction, the survey also found that nearly 70% percent of surveyed nonprofits reported an increase in the demand for their services over the last three years and over a third, (37%) saw significant services demand hikes. Common sense would dictate that the busier your organization is, the more people would know of the good work you do. Right?

Wrong. It should be, but it’s not always the case. The good news is that, nonprofits have an array of tools at their disposal that can help them to improve their visibility and messaging – tools that can be further enhanced and implemented by a working with companied who understand the needs of nonprofits, not just Public relations. Recognizing this need, the Nonprofit Brand Institute, a source of news and services for the nonprofit industry, recently compiled a “visibility getting started list” that may steer nonprofits in the right visibility direction:

• What’s in a name? Plenty. It may seem obvious but visibility starts – and continues – with your nonprofit’s name. Choose a simple, catchy name that unambiguously says what you do. Successful nonprofits have a tendency to outgrow their original ambitions and their name is no longer relevant to their cause or only expresses part of what they do. Does that sound familiar?
• Go from laundry list to vision: Nonprofits are usually excellent at explaining what they do and how they do it in various written and digital mediums, but are less skillful at inspiring everyday people to join their cause. Trained writers, hired internally or through your PR partner, are an excellent solution.
• Technology, technology, technology: With 40% of Americans owning smartphones, checking their email and accessing the mobile web, a mobile web presence, either in app form or website is critical. Social media, be it Facebook or Twitter can also go a long way to get your message out, especially to younger adult demographics.
• Learn the ABCs of QR Codes: QR codes, like the older barcodes, are scannable icons that allow smartphones to directly access your site. The easier it is for someone to access your site, the greater the chances a visitor will become a donor –and a free promoter of your cause to other potential donors.

So while improving a nonprofit’s visibility may be a little more complex than taking “two Aspirin and calling the doctor in the morning,” and it may involve reaching out to a professional communications team, embracing these simple and effective tips are a great way to start.