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| Path: Main Street > Resources/Library > Research Articles > Feature Article |
Effectively involving your members in your organization’s PR and advocacy
By Mark Buzan
February 23, 2009
The success of any nonprofit business or plan is hugely dependent on how it treats its public affairs. It has to be creative since sources of revenue are obviously different and usually harder to come by than traditional profit-making businesses. That said, knowing that your current and prospective members can help you get your message, mission, and needs out to the world at large is absolutely crucial to the sustainability and future success of your nonprofit. So how do you treat your members and your key audiences so as to engage them in advancing your cause - particularly in public relations campaigns? This is important because the "holy grail" of grassroots campaigns occurs when other organizations and individuals become "evangelists" for the message you are promoting.
The same can be said of government relations campaigns and the benefits of using tools that support grassroots campaigns, involve members, and rally stakeholders to your cause. Increasingly, it is not enough to bring your issues to government. You have to demonstrate public support for your position. Your organization may be under public attack and might need to publicly defend its practices and positions. You may want to shape the government's policy agenda. To do that, supporters, members, employees, your industry's customers and/or suppliers need to be mobilized!
More and more, the Internet can be used as a tool to rally support and advance your cause. In a networked society, organizations have no choice but to establish their positions in the online political marketplace. You go online to educate, motivate and organize citizens, opinion leaders, and government decision-makers to take meaningful action. It's a new dimension for advocacy.
However, keep in mind that Internet advocacy and other outreach efforts are still a complement to traditional government relations activities. Communicating your views directly and personally to decision-makers should always be part of any ongoing strategy. Below is a list of some good ideas to help get your members involved in your organization's communications and advocacy work.
- Fundraising: One of the most basic and fundamental ways to get your members involved in public relations is creating interactive and mutually beneficial fundraising opportunities and programs. Host an informational walk for a cause. People undoubtedly invite their non-member friends to join them for company. It all starts with one or two more people knowing about your cause, and if the fundraising event is one that they enjoy, they tell others, and so on and so on.
- Internet: Though this may seem an overused tool in PR these days, it is one of the most effective means of getting your name and cause out there, quicker and to more people than you could ever do with non-Internet advertising or public relations. Start with an interesting and interactive website and draw members and non-members alike to your site by all means you can think of. Start a blog, involve yourself in related topic forums, write articles online, and get your current members to do the same.
- Keep contact and hold attention: By valuing your current network of members and clients, you can also maximize their individual networks to voice your goals, initiatives, and needs more loudly and far-reaching. Send your members e-newsletters, postcards, and invite them to special events to keep them abreast of all of the exciting things you are doing with your nonprofit. By doing this, you not only keep them constantly engaged with your nonprofit’s presence, but also put yourself at the front of their thoughts when it comes to their casual and professional efforts for the PR and advocacy of your organization.
Mark Buzan is principal and chief magnifier in Action Strategies, a full service strategic communications, public relations and public affairs consultancy for nonprofits and associations. Contact him for advice on reaching audiences you may or may not have yet considered in your marketing communications and PR campaigns. You can view his website at www.actionstrategies.ca.
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