Introduction

Public relations (PR) plays a crucial role in the success of non-profit organizations by building awareness, engaging stakeholders, and inspiring action. Unlike corporate PR, non-profit PR focuses on storytelling, donor relations, volunteer engagement, advocacy, and social impact. In today’s digital world, non-profits must leverage traditional media, digital channels, and community engagement strategies to effectively communicate their mission and drive support.

This 5-day training course is designed to equip non-profit professionals with the skills and knowledge needed to develop and execute impactful PR campaigns. Participants will learn how to craft compelling narratives, build strong media relationships, manage crisis communications, and utilize digital platforms to maximize their outreach and engagement.

Course Objectives

• Understand the fundamentals of public relations for non-profits.
• Develop effective storytelling strategies to communicate a non-profit’s mission.
• Build and maintain strong relationships with media and stakeholders.
• Learn how to create compelling PR campaigns that drive engagement and donations.
• Explore digital and social media strategies for non-profit PR.
• Master crisis communication and reputation management for non-profits.
• Measure PR success and optimize strategies for maximum impact.

Who Should Attend?

• Non-Profit Communications Teams: Those responsible for PR, marketing, and media outreach.
• Fundraising and Development Officers: Professionals working to increase donor engagement and awareness.
• NGO and Non-Profit Leaders: Executives looking to strengthen their organization’s public image.
• Community Outreach Coordinators: Individuals managing volunteer and stakeholder engagement.
• Social Media Managers: Those responsible for digital storytelling and social media PR.
• PR and Marketing Professionals: Individuals working with non-profits who want to enhance their skills.
• Advocacy and Campaign Managers: Professionals leading social change initiatives.

Course Outline

Day 1: Foundations of Non-Profit Public Relations

• Morning Session: Understanding Non-Profit PR

  • The Role of Public Relations in Non-Profit Organizations
  • Differences Between Corporate PR and Non-Profit PR
  • Key Stakeholders in Non-Profit PR: Donors, Volunteers, Media, and Community
  • Ethical Considerations in Non-Profit PR
  • Case Study: How a Non-Profit Used PR to Drive Donations and Awareness

• Afternoon Session: Crafting a Non-Profit PR Strategy

  • Identifying PR Goals Aligned with Organizational Mission
  • Audience Segmentation: Engaging Different Stakeholders Effectively
  • Developing Key Messages and Brand Storytelling
  • Creating a PR Calendar for Non-Profit Campaigns
  • Hands-On Activity: Develop a PR Roadmap for a Non-Profit Organization

Day 2: Media Relations and Storytelling for Non-Profits

• Morning Session: Engaging the Media for Non-Profit Causes

  • How to Build Relationships with Journalists and Media Outlets
  • Writing Effective Press Releases for Non-Profit Announcements
  • Pitching Stories That Capture Media Interest
  • Leveraging Newsworthy Events to Gain Media Attention
  • Case Study: A Non-Profit’s Successful Media Outreach Strategy

• Afternoon Session: Storytelling for Impact

  • The Power of Storytelling in Non-Profit PR
  • Crafting Emotional and Compelling Narratives
  • Using Testimonials and Case Studies to Strengthen PR Messages
  • Visual Storytelling: Using Photos, Videos, and Infographics
  • Hands-On Activity: Write a Press Release and Social Media Story for a Non-Profit

Day 3: Digital PR and Social Media Strategies for Non-Profits

• Morning Session: Maximizing Digital and Social Media Presence

  • The Role of Social Media in Non-Profit PR
  • Content Creation Strategies for Digital PR Campaigns
  • Leveraging Social Media for Fundraising and Volunteer Engagement
  • How to Build an Online Community and Increase Engagement
  • Case Study: A Non-Profit’s Viral Social Media Campaign

• Afternoon Session: Email Marketing and Online Advocacy

  • Creating Effective Email Campaigns for Donors and Volunteers
  • Using Online Petitions and Advocacy Platforms to Drive Change
  • SEO and Content Marketing Strategies for Non-Profit Websites
  • Managing Online Reputation and Responding to Negative Feedback
  • Hands-On Activity: Develop a Digital PR Plan for a Non-Profit

Day 4: Crisis Communication and Reputation Management for Non-Profits

• Morning Session: Handling Public Relations Crises

  • Common PR Challenges Faced by Non-Profits
  • Creating a Crisis Communication Plan
  • Responding to Negative Press and Public Backlash
  • Maintaining Transparency and Trust During a Crisis
  • Case Study: How a Non-Profit Recovered from a PR Crisis

• Afternoon Session: Building Long-Term Trust and Credibility

  • Developing Thought Leadership for Non-Profit Leaders
  • The Role of Transparency and Ethical Communication in Non-Profit PR
  • Measuring Public Perception and Adjusting PR Strategies Accordingly
  • Collaborating with Influencers and Ambassadors for Credibility
  • Hands-On Activity: Crisis Simulation and Response Plan Development

Day 5: Measuring PR Success and Implementing Long-Term Strategies

• Morning Session: Evaluating PR Campaign Effectiveness

  • Key PR Metrics and KPIs for Non-Profits
  • Tools for Tracking Media Coverage and Social Media Impact
  • Understanding Donor Engagement and Volunteer Retention through PR
  • Adjusting PR Strategies Based on Data and Feedback
  • Case Study: Measuring the ROI of a Non-Profit PR Campaign

• Afternoon Session: Final Project – Developing a Non-Profit PR Campaign

  • Breakout Session: Create a Full PR Plan for a Non-Profit Organization
  • Presenting PR Strategies and Receiving Peer Feedback
  • Group Discussion on Key Takeaways and Industry Trends
  • Course Wrap-Up and Certificate Distribution

Course Delivery Method

• Interactive Lectures and Expert Presentations
• Real-World Case Studies from Successful Non-Profit PR Campaigns
• Hands-On Content Creation and Storytelling Exercises
• Simulated Crisis Communication Drills
• Role-Playing Media Interviews and Press Conferences
• Networking and Peer Collaboration
• Final Project: Non-Profit PR Strategy Development