May 14, 2013
How to Stand out in a crowded nonprofit Market
Health charities, particularly those who raise money for cancer research, have historically focused on finding a cure. One company, which raises money for the fight against leukemia and lymphoma, has launched a comparatively bold campaign. The effort certainly positions this organization apart from the rest, and Ronn Torossian says that the tactic is a gamble that could pay off big. The campaign is called “Someday is Today.” Instead of focusing on finding a cure, it celebrates progress already being made. The commercial that introduced the campaign shows scenes of individuals reading a front-page headline: Cancer Cured!
The theme is carried across the entire campaign spectrum:
Print ads: The campaign will appear in several major print markets across the country. The target market most likely to suffer from these illnesses not only still reads the paper, they tend to prefer it. That may change over the next decade, but, for now, print is still a vital part of a successful health-based PR campaign.
Website: An informative, responsive and easy-to-navigate website is no longer a luxury. It’s a must, even for a charity public relations campaign: The vast majority of consumers and donors now check out a company, campaign or organization online before they do anything else. Ronn Torossian advises you to know you are ready.
Billboards: Some people may complain about them, but there is no doubt that billboards work. Positioned correctly, a message on a billboards will not only grab attention, it will stick with you, replaying again and again, imprinting on potential donors.
Social media: Ronn Torossian considers social networks to be some of the best avenues for any type of PR. Facebook, YouTube, Twitter and Pinterest can be a small budget nonprofit PR campaign’s best weapon. Multimedia messages are easy to integrate, easy to share and inherently dynamic due to the real time dynamic of consumer response.
This sort of wide spectrum, multimedia approach is traditionally reserved for profit-driven PR campaigns. However, with more consumers interacting via social media and getting their news from mobile devices, multimedia campaigns such as these are becoming the norm. How does your nonprofit PR campaign stack up? Are you hitting all the right markets with all the right media, and are you getting the results you should be? If the answer is not – or you can’t answer those questions with any certainty – contact Ronn Torossian and 5WPR.