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Nonprofit Public Relations
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  1. Nonprofit Public Relations T. Randahl Morris, PhD, APR

  2. The Fundamental Question: • Does the organization: • Exist to make money? • Exist to serve a need?

  3. Life Cycle Differences: For Profit • Opportunity Identified • Product/Service Developed • Markets Identified • Product/Service Sold • Return on Investment (ROI) Reported as Profits • Profits Cycled to Owners/Stockholders • Social Need Identified • Product/Service/Delivery System Developed • PSDS Reaches Identified Audience • Excess Revenue Reinvested into Organization Not For Profit

  4. FUNDING SOURCES For Profit • Sales of Products/Services • Angel Funding (Start Ups) • Owner Funding • Donations • Grants • Sales of Products/Services Not For Profit

  5. KEY AUDIENCES For Profit • Owners • Stockholders • Financial Community (if public) • Consumers • Community Served • Funders • Foundations • Groups • Individuals • Government Entities Not For Profit

  6. Top 10 Fortune 500 Corporations http://money.cnn.com/magazines/fortune/fortune500/2012/full_list/ • Exxon Mobil ($453 billion revenue - $41billion profit) • Wal-Mart Stores ($447 $16) • Chevron ($246 $27) • ConocoPhillips ($237 $12) • General Motors ($150 $9) • General Electric ($148 $14) • Berkshire Hathaway ($144 $10) • Fannie Mae ($137 $17) • Ford Motor ($136 $20) • Hewlett-Packard ($127 $7)

  7. Top 10 Revenue-Generating Nonprofits 2009, NonProfit Times, in PR – The Profession and Practice • YMCA ($5.5 billion) • United Way ($3.8 billion) • Catholic Charities ($3.3 billion) • Goodwill Industries ($3.2 billion) • Salvation Army ($3.2 billion) • American Red Cross ($3.2 billion) • Food for the Poor ($1.5 billion) • The Nature Conservancy ($1.4 billion) • Boys & Girls Clubs of America ($1.3 billion) • Habitat for Humanity ($1.3 billion)

  8. Top 10 Foundations http://foundationcenter.org/findfunders/topfunders/top100assets.html • Bill & Melinda Gates Foundation (WA)$37.4 billion • Ford Foundation (NY)$10.5 billion • J. Paul Getty Trust(CA) $10.5 billion • The Robert Wood Johnson Foundation(NJ) $9.2 billion • W. K. Kellogg Foundation (MI) $7.7 billion • The William and Flora Hewlett Foundation(CA) $7.3 billion • The David and Lucile Packard Foundation(CA) $6.1 billion • The John D. and Catherine T. MacArthur Foundation (IL) $5.7 billion • Gordon and Betty Moore Foundation(CA) $5.6 billion • The Andrew W. Mellon Foundation(NY) $5.5 billion

  9. Types of Nonprofits include: • Foundations • Membership & Professional Associations • Societies, Chambers, Centers • Government Entities • Education (K-12 & Higher) • Nonprofit Activist & Environmental Groups

  10. Trends in Nonprofits: • Limited resources increase the number of nonprofits but DECREASE funding • Technology affecting outreach efforts • Donor and volunteer recruitment part of public relations expectations • “Brand” awareness and image development • Increased desire for professional public relations management

  11. What does this mean for you? • Opportunities • Potential for specialization: • Nonprofit governance courses • Grant writing • Board service • Volunteering

  12. How do the numbers stack up? • Entry Level PR Positions: • Agency: $30,000 • Corporation: $43,000 • Nonprofit: $24,000 • Mid-Level: • Agency – Acct. Exec. $37,400 • Corp. – Comm. Spec. $73,900 • Nonprofit – PR Spec. $55,000 • Top Executive Positions: • Agency - Exec. VP $160,600 • Corp. – Senior VP $163, 200 • Nonprofit – PR Exec. $40, 868 - $185, 388 • Sources: Guidestar, Simplyhired.com, work.chron.com, prssa.org, simplyhired.com

  13. Where do you fit in? • Question A: • 1. I want to make as much money as possible. (5 points) • 2. I need to make a living but money is not my top priority. (1 point) • Individual Salary Criteria

  14. Question B: • 1. Long hours don't bother me as long as I get paid for it. (5 points) • 2. I would work longer hours, even without getting extra pay, if I believed in the organization or cause. (1 point) • Commitment

  15. Question C: • 1. My strengths are in collaboration and facilitation. (1 point) • 2. My strengths are in taking charge and showing what I can accomplish. (5 points) • Personal Work Style

  16. Question D: • 1. I prefer wearing several hats and chipping in to help where needed. (1 point) • 2. I prefer having a well-defined job description and daily responsibilities. (5 points) • Work Expectations

  17. Question E: • 1. I feel that I can obtain good PR campaign results only with an appropriate research and promotional budget. (5 points) • 2. I am confident that I can develop PR campaigns and strategies with few resources. (1 point) • Resourcefulness & Budget Expectations

  18. Thank you! • T. Randahl Morris, PhD, APR • drtrmorris@gmail.com