I was recently part of a small group offering advice and counsel to a young nonprofit trying to improve its visibility and develop new sources of financial support, as a large grant that has carried them will be expiring.

Here’s a summary of my advice to them:

  • Broaden the population you serve.  That means more stakeholders, and more people motivated to tell your story.
  • Seek media coverage.
  • Create tools top tell your story — articles, white papers, audio podcasts, short videos, etc.
  • Become a thought leader.  Offer authoritative opinions, clear professional advice, quotable quotes that the media can use.
  • Encourage other thought leaders to use and recommend your program.  They will then help tell your story.
  • It will be hard for your program staff to focus on such public relations work at the same time that they are passionately involved in program activity.  Seek earmarked funds to hire a full time (or maybe part time) professional publicist.
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