Tag Archives: nonprofits

The Difference Between Marketing and Public Relations

By: MJ Pedone

The terms marketing and public relations seem to always be confused and intertwined. While they do compliment each other, there certainly is a difference between the two. I’m frequently asked the difference and below I have included the differences.

Marketing
Marketing is the development of an image through collateral strategies such as your website, logo, ads, writing, social media, bio and a media kit. Experienced marketing and design professionals will assist with writing and developing your marketing materials, which will save you money in the long run. Marketing professionals will brand you the way you want and in a timely fashion.

Public Relations
Public Relations is the development and management of an image. This consists of media outreach which includes print, tv, radio, digital, social media, blogging, charity/non-profit outreach, obtaining endorsements and the distribution of press releases and media kits.

The majority of people think that public relations is an area where they can save money and do the work themselves. Writing press releases and sending them to media outlets isn’t quite as easy as it sounds. The time involved in writing the releases and researching the correct contacts can take almost an entire day. Do you know the techniques involved in writing an eye-catching press release and how to obtain the correct contacts to submit your release to? Or how to “pitch” your story so that those reading it are eager to hear more and feature you? Editors today are over-pitched and hit the delete button very quickly so you will need to make sure that you don’t fall into that category.

Here are some tips when you should hire a PR expert:
• You have a solid marketing plan in place
• You want to utilize a professional who has existing relationships with the media
• You understand the value of hiring a team experienced in executing successful PR campaigns.
• You realize that although you have experience in your industry, a PR professional will brings added value to the table
• You realize that you won’t gain the earned media and awareness that you seek by just talking about it and need to hire someone who can

The power of PR can catapult your brand instantly. Start with a solid marketing plan using experienced professionals and than launch your PR campaign with a public relations team who has the experience and contacts to do so. Let the publicist do what they do best while you tend to the day-to-day needs of your business.

Do you use a publicist to get the message out for your company? Is your campaign effective? As always, we welcome your comments and if you like what you read, be social and share.

Giving Tuesday: A Reason to Give Instead of Spend

By: Gina Mason

Black Friday, Small Business Saturday and Cyber Monday are three consecutive days out the year where many of us attempt to burn off all of those Thanksgiving calories by burning through our wallets and holiday shopping lists. What used to be a time spent with family and giving thanks for what we have, has now turned into a consumer-oriented shopping frenzy, filled with long lines and discounted electronics.

However, thanks to a brilliant viral movement /international fundraising event called, Giving Tuesday, people now are dedicating a day solely to giving back to great causes instead of spending money on materialistic goods. According to The Associated Press, Giving Tuesday, “was started in 2012 by the 92nd Street Y in New York City and the United Nations Foundation to kick start the critical holiday giving season after Thanksgiving.”

As you may have guessed, Giving Tuesday falls on the Tuesday following Thanksgiving and it encourages people from around the world to “come together for one common purpose: to celebrate generosity and to give.” According to GivingTuesday.com, “It’s a simple idea. Just find a way for your family, your community, your company or your organization to come together to give something more. Then tell everyone you can about how you are giving.”

Some of the ways to give include, donating your time or money to a worthwhile cause, getting involved in your community, spreading the important message of giving back on social media or simply doing something nice for someone else. The concept is simple, give back in any way you can to make the world a better place.

I had never heard of Giving Tuesday until I recently when saw a bunch of social media posts with the signature hashtag #GivingTuesday. To my surprise after a quick Google search, I found that Giving Tuesday has turned into huge international movement which has raised millions of dollars and helped organizations from all over the world.

Here are some of the outstanding numbers from this year’s Giving Tuesday:

• There was approximately $45.68 million dollars donated this year, a 63 percent increase over 2013
• The average gift was $154
• There were 32.7 million Twitter impressions with over 698,000 hashtag mentions
• There were 68 countries that participated in this year’s Giving Tuesday including Mexico, Brazil, Ecuador and Singapore
• There were over 15,000 participating nonprofits and 20,000 participating sponsors

It appears as though Giving Tuesday has grown dramatically over the past three years and many expect it to continue to grow in the coming years. According to AP, “Ken Berger of the nonprofit watchdog Charity Navigator said the new annual phenomenon in philanthropy reflects a growing savviness around how to use social media to generate support for nonprofits. Giving Tuesday could become one of the top days of the year when people give, he said, though it’s not likely to trump Dec. 31 when many people make tax-deductible gifts.”

I think Giving Tuesday is a great reminder for us all to take a moment and help others in any way we can. I really hope this movement continues to gain momentum and awareness and more people can be positively impacted.

If you are interested in learning more about Giving Tuesday, be sure to check out the website: http://www.givingtuesday.org/

Lastly, mark Tuesday, December 1, 2015, on your calendars to get involved next year!

As always, if you like what you read be social and share.

Charities Blogging To Make a Difference

Charities Blogging To Make a Difference

Author: MJ Pedone / March 21, 2013

In today’s world, they way in which we communicate has expanded through the social media outlets. Charities are seeing the availability of multiple social platforms and the opportunities for engagement, interaction and donor participation. Social media is for having a conversation online about particular aspects of the charity’s mission and fundraising initiatives and interacting with friends, followers and supporters making it a platform for building long term relationships. Although most groups share their news on Twitter and Facebook, there are several aspects that should be used in your communications plan to connect with constituents who you can cultivate over time. Although this alone won’t bring in a significant amount of money in the short term, it can lead to your long-term goal of raising funds and awareness for your cause.

I find that many organizations are rethinking the way they approach social communication through blog posts, which is a critical communications tool for charities. In fact, according to research by the University of Massachusetts, a higher percentage of charities have active blogs than any other category, which in fact, makes sense. Blogs are a cost-effective way to tell stories and build a consistent emotional connection with supporters and more importantly, a great way to thank your supporters for their help, good wishes and donations. This reinforces the power of social media and more importantly, the power of blogging.

While many organizations have adopted social media tools, linking tools to specific goals is still an evolving effort. Charities that clearly articulate how they are spending donors’ money have an easier time attracting and retaining supporters. Is this the new era of social giving? I think it is too soon to say but it is another great avenue for donors to gain knowledge and support a cause that is dear to them.

How is your charity or the charity you support demonstrating its impact to donors so they have a better understanding of their mission and how your support plays a major role?

I welcome all feedback and as always, if you like what you read, be social and share.