Public relations principles ragas Nonprofit, Health and Education PR (Part 2)

Activist groups: methods of operations Activist groups use the following tactics to achieve their goals: Lobbying Litigation Mass demonstrations Boycotts Reconciliation Fundraising

The Web and social media has turned social activism on its head (in a good way!) The “voice” of the public has arguably never been stronger, thanks to the amplifying power of the Web: Social networking sites (Facebook) Blogs and Twitter Online fundraising tools Online event tools (MeetUp) Online petition tools YouTube and Vimeo videos The net result is that policymakers and corporations are more likely to be responsive to public concerns

YouTube activism example: “Target Ain’t People!” Song

Social service organizations This is a broad category which includes social service, health, cultural, philanthropic, and religious groups serving the public in various ways Diverse examples: Goodwill Industries, American Red Cross, Boy Scouts American Heart Association, American Cancer Society Salvation Army, Catholic Charities Field Museum, Shedd Aquarium, Chicago Symphony Rockefeller Foundation, Bill & Melinda Gates Foundation

Development and Advancement Fundraising is a critical component of any nonprofit organization. Known as development or advancement. Why do individuals gives? #1 – to assist those less fortunate #2 – for personal satisfaction #3 – for religious motivation Many methods of fund-raising Corporate/foundation donations Structured capital campaigns (patrons and founders) Direct mail, event sponsorship, telemarketing, online, tie-ins

Largest foundations in the U.S. (by assets) Source: Foundation Center , Top 100 US Foundations by Asset Size