More than any other enterprise, non-profit organizations live or die on the strength of their image in the public eye.

Without a strong reputation for expert and compassionate service, dedication to community needs and fiscal responsibility, a non-profit cannot attract clients or donors. While every organization has different needs, a three-step process can be employed to generate more awareness and support of your organization:

1. Create a message platform
   • Identify a limited set of key issues and develop organizational positions on each.
   • Develop a position paper to use as the source for articles, opinion page articles and speeches.
2. Establish relationships
   • Establish the executive director as a legitimate news source on issues related to your mission by identifying and meeting with reporters who cover these issues.
   • Conduct briefings in target cities, hosted by influential local businesses or foundations, to introduce your organization.
3. Create visibility
   • Track breaking stories on issues related to your organization's mission and develop news releases stating your position.
   • Secure speaking engagements to establish your executive director as an expert resource.
   • Sponsor and/or publicize surveys and studies of issues related to your mission.
   • Write and place newspaper opinion pieces on issues related to your mission.
   • Seek media coverage of news-generating speakers and/or announcements at your organization's special events.
   • Publicize awards to individuals and organizations given by your organization.
   • Expand frequency and distribution of your newsletter and use it as an ongoing outreach mechanism.
   • Expand the scope of your website to include more service information and promote it through the national press.

Contact me for a free one-hour consultation to see if this approach will work for your non-profit organization.