Posted by Jayne Huddleston on March 1, 2009
In these economic times, it is increasingly harder for non-profit organizations to raise funds. Whether it is through private donations or corporate sponsorships, money is tough to come by. That is true even for the most worthy causes.
A down economy also means certain parts of any organization may be cut. Often a press officer is seen as a less-than-necessary luxury. But, remember that people are less likely to give money to something they’ve never heard of, or that they hear very little about.
Organizations that have had an aggressive marketing and publicity campaign leading up to a recession, can afford to lighten up on those activities in tough times. A long run of high visibility can last in people’s minds and get you through a bad economy. But, if you’ve been lying low without a strong publicity campaign, you are likely to be hit hardest by the recession.
Donors and sponsors have confidence in something they hear about, read about, and see on television. Coming up with great stories about your organization or its cause, and sharing them with the media, is a powerful way to create donor confidence.
There is a lesson to be learned from the inevitable ups and downs of the economy. Don’t wait until times are bad to create donor confidence. Make sure your publicity campaign is working in the good times, in case you can’t afford one in the bad times. The donor confidence you will build might just get you through the bad times.