Before the internet was an everyday tool for listening to music or watching cat videos, businesses had to rely on traditional PR, such as press releases. That would involve calling up some “AD man” from a 1950’s playbook to secure billboards, print ads, radio spots, and TV commercials.
Since the internet has levelled the playing field, it is significantly more accessible for a startup on a budget to promote new products or services. For Australian not-for-profits, this marketing renaissance should include the use of a digital PR strategy.
What is Digital PR?
The entire idea of building a Digital PRs to increase the online visibility of your NFP. You’re using a variety of public relations tactics to help expand media coverage about a mission or get backlinks to your most recent impact data. When used well, digital PR helps:
- Increase web traffic by increasing the number of backlinks to your website or online platform.
- Boosts your organic SEO because more online blogs, podcasts, and other websites will view you as an authority.
- Enhance your reputation within your niche so that clients, donors, and volunteers perceive you as more credible.
- Provide additional tracking data to confirm the origin of visitors and the effectiveness of your marketing efforts.
Best of all, you can learn how to create these strategies reasonably quickly. Having a dedicated volunteer or your development director manage these efforts ensures that they can be easily passed down from employee to employee.
Tactics for Improving Your Digital PR
Here are the most recognised methods for enhancing your digital PR and solidifying your online presence in your NFP niche.
#1 – Use Digital Press Releases
A 300-word press release “has legs.” It can be quickly distributed to local, state, regional, and national media outlets via an online distribution list of emails or through a distribution service.
Say you’re launching a new funding campaign to provide laptops for school kids. You can write up the PR and send it to your local paper. More than likely, you’ll get a call back with additional interest and notes on the story because outlets are always in the market for news.
The Massachusetts Nonprofit Network in the USA has an excellent resource to help you get started. Just make sure your contact information is all current and accurate.
#2 – Put Out Original Research
Most NFPs document information or keep records on details that may be taken for granted, but have immense public value. For example, a local pet rescue organisation keeps track of the number of pets adopted, rescued, and waiting for help – all categorised by month, species, and gender.
If you put together a spreadsheet or visual infographic on this information, you can share that data with the online world. Pretty soon, you’ll find all kinds of websites and organisations linking back to your information because you are now a resource to help them prove a point or add depth to their content.
The more backlinks you have from reputable sources, the higher your rank on search engines like Google.
#3 – Set the Industry Tone
How people within an industry act is determined, in large part, by those in leadership positions. If you want to change how those experiencing homelessness are treated or flip the script on criminals needing rehabilitation, you have to set the tone.
When you disseminate information through blogs, PRs, podcasts, videos, and other channels, you establish a new tone that others will likely replicate. You are becoming a thought leader. Your NFP will be an expert others will find reliable.
Over time, you’ll be asked for quotes and commentary because of your perceived reputation. That gives you way more opportunity to discuss your NFP and its goals, missions, volunteers, clients, and upcoming funding drives.
#4 – Go Viral
Perhaps the most significant point of digital PR campaigns is going viral. Being able to post a single piece of content and shoot up the ranks to a “trending topic” can completely change the future of your NFP.
There was a man from Oregon, USA, who quit his corporate job, liquidated his retirement savings, bought a sailboat, and sailed solo (with his cat) from the West Coast to Hawaii. He wasn’t famous or rich, but the novelty of his life-changing decision spread like wildfire online so that when he arrived in Honolulu, he was showered with praise, gifts, and financial benefits.
You never know when something will spread worldwide. Stick to your content output, and when something does spike, be ready to capitalise on the moment so you can better meet your NFP mission.
#5 – Add Interactivity
Your website is a great PR tool. While having content, contact info, and service descriptions helps, you should consider an interactive element.
If you run a women’s health business, have a pregnancy date calculator. If you operate a weight loss clinic, provide a body fat percentage tool. Give people something that engages them on a personal level and provides real information they can use to make informed decisions about you and their future.
#6 – Network
One traditional PR tactic that has stood the test of time is networking. Get to know your local journalists, media influencers, and CEOs. When you write an article about the industry, send that note to them for their input. Invite them to gala events or include them in promotional language to your donors.
You want to have give-and-take relationships, so they come to you for insight, and you go to them for major media mentions. After all, every news centre needs B-roll footage that you can provide.
#7 – Give Current Events Context
This tactic is a double-edged sword, so proceed with caution. You, as an expert, can make commentary on current events through the lens of your NFP. You have to be a little careful, as you don’t want to make a declaration that may alienate some of your donors, volunteers, or potential clients.
Education is a good example. Say a local town is changing the hours of the school buses. That may impact how your after-school enrichment programs work, so you comment on it before the “big vote” and give context to the broader picture.
However, if there is something controversial about how a school is run or what books are being taught, you may want to tread lightly so you don’t disrupt your funding. On the flip side, you could stand even taller by making a formal claim for or against the topic. It all comes down to what aligns best with your goals and NFP’s mission.
Final Thoughts
A digital PR strategy ensures your online presence gets the much-needed lift in visibility to your target audience. There are many ways to make this happen, but consistency and accurate information are your best bet.
Start by utilising online distribution platforms like PRNewswire for press releases and HARO to establish yourself as an authority in your nonprofit (NFP) niche. From there, you’ll quickly determine what messaging works best for the future, utilising more customisable tactics.
Just be sure your website is ready for the spike in visitation. We can help by providing an easy-to-navigate, mobile-responsive website your NFP needs. Our team at Web 105 has years of experience working with leading Australian healthcare providers, government agencies, and NFP organisations.
We know how to ensure your online presence matches the visual goals of your digital PR strategy. Give us a call today, and let’s get to work!
FAQs
Do nonprofits have PR?
Yes. The primary goal of PR for an NFP is to highlight the mission, values, and impact on the local community from its operations. That will help raise brand awareness and attract volunteers and donors to the cause.
What are digital PR examples?
A good way to think of digital PR is content-led link building. You’re putting out information that is valuable to target organisations, websites, blogs, and news sources so they will naturally link back to your NFP website.
What is the difference between digital PR and traditional PR?
The primary difference is where the content is published. Digital PR goes in emails, press releases, videos, blogs, and other online spaces. Traditional methods could be more physical, such as TV, billboards, newspapers, magazines, and flyers.